21656 Sport Marketing and Media
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Subject handbook information prior to 2024 is available in the Archives.
Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksRequisite(s): 48 credit points of completed study in Business Faculty Bachelor's Degree OR 48 credit points of completed study in Business Faculty Bachelor's Combined Degrees OR 48 credit points of completed study in Health Faculty Bachelor's Degree OR 48 credit points of completed study in Health Faculty Bachelor's Combined Degrees
These requisites may not apply to students in certain courses. See access conditions.
Anti-requisite(s): 27161 Sport Marketing
Description
This subject explores marketing concepts as they relate to the funding, promotion and the commercial development of sport. The subject explores sport marketing strategies, sport advertising, sport publicity, sport sponsorship and promotion across various levels of sport organisations.
Subject learning objectives (SLOs)
| 1. | Articulate an understanding of sport marketing and media principles |
|---|---|
| 2. | Discuss the components necessary for the successful promotion of sport |
| 3. | Comprehend the processes underpinning sport consumer behaviour |
| 4. | Evaluate sport sponsorship strategies and processes |
Contribution to the development of graduate attributes
This subject is aligned with the graduate attributes of intellectual rigour and innovative problem solving.
This subject examines the nature of customer relations and marketing processes for sport organisations. It focuses on the development of professional skills relevant to marketing and communications strategies for sport organisations and sport properties.
This subject also contributes specifically to the development of the following Program Learning Objectives for the Sport Business Major in the Bachelor of Management:
- Apply critical thinking skills to analyse contemporary managerial challenges, enabling the development of creative solutions relevant to professional practice (1.1)
Teaching and learning strategies
Teaching and learning strategies include formal lectures, tutorials and group discussions. Content for this subject will be supported by the UTS Learning Management System.
Content (topics)
- The sport marketing and media mix
- Sport broadcasting rights
- Strategic sports marketing
- Leveraging sport sponsorship
- Communication technology and sport
- Intellectual property and digital rights
- Fantasy sports and fan engagement
- Sport merchandising and memorabilia
Assessment
Assessment task 1: Literature Review (Individual)
| Objective(s): | This addresses subject learning objective(s): 3 and 4 |
|---|---|
| Weight: | 25% |
Assessment task 2: Major Paper (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3 and 4 |
|---|---|
| Weight: | 45% |
| Length: | The project must be at least 2500 words in length (not including the reference list and appendix). The maximum word limit is 4000 words (not including the reference list and appendix). There is no 10% allowance either above or below with these word limits. |
Assessment task 3: Exam (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3 and 4 |
|---|---|
| Weight: | 30% |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
No prescribed text for this subject
References
Frawley, S., & Schulenkorf. (Eds.) (2022). Routledge Handbook of Sport and COVID-19. London: Routledge.
Fujak, H., & Frawley, S. (Eds.) (2022). Sport Broadcasting for Managers. London: Routledge.
Nicholson, M., Kerr, A., & Sherwood, M. (2015). Sport and the Media. London: Routledge.
Schulenkorf, N., & Frawley, S. (Eds.) (2017). Critical Issues in Global Sport Management. London: Routledge.
Shilbury, D., Quick, S., Westerbeek. H., Funk., D., & Karg, A. (2013). Strategic Sport Marketing, St. Leonards: Allen & Unwin.
Smith, A., & Stewart, B. (2015). Introduction to Sport Marketing. London: Routledge.
Wakefield, K. (2007). Team Sports Marketing. Oxford: Elsevier.