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

Recommended Reading

Main Text:

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

Indicative Text:

Alternative Text and Further Reading:

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