Institute of Commercial Management | Qualification Subject

Sports Marketing Management

Main Topics of Study

Introduction to sports marketing

  • Marketing and sports marketing / relationship between philosophy, processes, principles and tools of sport marketing / components of the sport marketing framework

Sport markets and consumers

  • Size and scope of the sport industry / the unique features of sport as a product / how the special features of sport impact upon sport marketing / different motives consumers have for buying sport products and services / external factors that can influence the behaviour of sport consumers

Sports marketing opportunities

  • Identification of potential sport marketing opportunities / using SWOT and PEST effectively as meaningful tools of sport marketing / importance of competitor analysis

Sports marketing strategies

  • The process of determining a strategic marketing direction / factors critical to setting performance measures / determining a core sport marketing strategy / market positioning and market segmentation and the main approaches / major elements of the marketing mix

The marketing mix for sport

  • Key characteristics of sport products / process of NPD / concept of pruduct life cycle / building a sport brand / factors that influence price sensitivity and pricing itself / common pricing strategies used in the sport industry / basic concepts of sport distribution and issues in ticket distribution / elements of the promotions mix / planning a sport promotions approach

Sport sponsorship

  • Key elements of sponsorship targeting / principles of sponsorship evaluation / concept of ambush marketing in sport

Sport services

  • Differences between sport goods and services / key variables of quality service / the three elements of the sport services marketing mix / defining customer satisfaction / process of customer relationship marketing

Sport marketing and the new media

  • New media and new media marketing / six key principles of new media sport marketing / broad categories of new media technologies

Managing sport marketing through implementation and control

  • Importance of implementation and control strategies in a sport marketing management strategy / successfully transforming a sport marketing strategy into action / linking the control process to improved strategic decisions / ethical and social responsibilities of sport marketers

Example Candidate Response Booklet

Example Candidate Response (ECR) Booklets are a source of crucial information for Centres and Candidates as they use real candidate responses. We ask Senior Examiners to comment on five or more responses in terms of why the mark was awarded with commentary about how to improve the answer (if necessary).

Recommended Reading

Main Text:

<iframe style="width:120px;height:240px;" marginwidth="0" marginheight="0" scrolling="no" frameborder="0" src="//ws-eu.amazon-adsystem.com/widgets/q?ServiceVersion=20070822&OneJS=1&Operation=GetAdHtml&MarketPlace=GB&source=ss&ref=as_ss_li_til&ad_type=product_link&tracking_id=icm0bb-21&marketplace=amazon&region=GB&placement=0750686855&asins=0750686855&linkId=9dad7ce4a015a61844658482f6285574&show_border=false&link_opens_in_new_window=true"></iframe>

Introduction to Sport Marketing – A. Smith (Taylor & Francis) 2008

Indicative Text:

Alternative Text and Further Reading:

<iframe style="width:120px;height:240px;" marginwidth="0" marginheight="0" scrolling="no" frameborder="0" src="//ws-eu.amazon-adsystem.com/widgets/q?ServiceVersion=20070822&OneJS=1&Operation=GetAdHtml&MarketPlace=GB&source=ss&ref=as_ss_li_til&ad_type=product_link&tracking_id=icm0bb-21&marketplace=amazon&region=GB&placement=027368826X&asins=027368826X&linkId=ce6ef316053c7d6ec8d14f0859daddd2&show_border=false&link_opens_in_new_window=true"></iframe>

The Marketing of Sport – Beech & Chadwick (Prentice-Hall) 2008