Important notice
The course guide is provisional.
The PDF version of the course guide may take a few days to become available in the DDD.
Sports Marketing
Code: 43785Credits: 6
| Degree programme | Type | Course |
|---|---|---|
| Sports Management | OB | 1 |
Contact lecturer
- Name :
- Ricard Esparza Masana
- Email :
- ricard.esparza@uab.cat
Teaching staff (external to UAB)
- Lukas Dorda
- Marc Bernadich
- Francesc Solanellas
- Jesús Oliver
- Francesc Genovart
Group languages
You can consult this information at the end of the document.
Prerequisites
There are no prerequisites
Objectives
The main objective is that students can start studying marketing in the sports field. For this, students will be provided with the basic tools of commercial and marketing practices for decision making in the field of sports management. Specifically, the objectives at the training level are:
- Introduce the fundamental bases of the new commercial and marketing model applied to sports management
- Study the different quantitative and qualitative research techniques that can help in decision making
- Analyze the importance of the orientation towards customer satisfaction and loyalty
- Study and see the importance of transmitting confidence through commercial action and sports marketing
- Apply the eines of re- search of commodities with a decision element to define the 4P's
- Analyze the personalization of the service as a differential factor
Learning outcomes
- CA05 (Use digital tools to solve marketing challenges.) Use digital tools to solve marketing challenges.
- CA06 (Have an empathetic understanding of the target audience of marketing actions.) Have an empathetic understanding of the target audience of marketing actions.
- KA09 (Identify the digital tools needed to carry out a marketing plan.) Identify the digital tools needed to carry out a marketing plan.
- KA10 (Understand the marketing models used in the sports sector and the tools used to build them.) Understand the marketing models used in the sports sector and the tools used to build them.
- SA13 (Analyse the market and identify the competition.) Analyse the market and identify the competition.
- SA14 (Draw up a marketing plan that integrates both traditional and innovative tools.) Draw up a marketing plan that integrates both traditional and innovative tools.
- SA15 (Measure and assess digital marketing actions that have been implemented.) Measure and assess digital marketing actions that have been implemented.
- SA16 (Devise a management plan for commercial sports products and services using marketing plans and strategies.) Devise a management plan for commercial sports products and services using marketing plans and strategies.
Contents
Introduction to sports marketing: markets and opportunities of sports marketing
The role of research methodologies in sports marketing.
Sports consumers.
Market research applications in the 4 P 's of Sports marketing.
Sports marketing strategy.
Product and brand in sports marketing.
Price policy to sports marketing strategy.
Strategy in Digital Marketing applied to Sports.
Social Media Management and Marketing of Influencers in the sports environment
Engagement and User Generated Content
SEO / SEM and Digital Media
Preparation and development of a sports marketing plan
Introduction to Digital Communication
Preparation of a Digital Communication Plan
Learning activities and methodology
| Title | Hours | ECTS | Learning outcomes |
|---|---|---|---|
| Participatory Master Sessions | 30 | 1.2 | KA09, KA10 |
| Performing work / Reports | 16 | 0.64 | CA05, CA06, KA09, KA10, SA13, SA14, SA15, SA16 |
| Realization of works / Reports | 20 | 0.8 | CA05, CA06, KA09, KA10, SA13, SA14, SA15, SA16 |
| Presentations / exhibitions | 8 | 0.32 | CA05, CA06, KA09, KA10, SA13, SA14, SA15, SA16 |
| Personal study | 50 | 2 | CA05, CA06, KA09, KA10, SA13, SA14, SA15, SA16 |
| Problem solving, ordinary classroom exercises | 8 | 0.32 | CA05, CA06, SA13, SA14, SA15, SA16 |
| Group Tutoring | 10 | 0.4 | CA05, CA06, KA09, KA10, SA13, SA14, SA15, SA16 |
Online modality
In the case of the online modality, the methodology will be adjusted in order students can achieve all the learning outcomes specified in this guide and at the same time develop the skills and abilities of the subject.
To this end, the resources available in the modle classrooms will be optimized to maximize student involvement and motivation (forums, debates, simulation games, case studies, online presentations, etc ...)
Assessment
Continuous assessment activities
| Title | Weight | Hours | ECTS | Learning outcomes |
|---|---|---|---|---|
| Exam | 30% | 2 | 0.08 | KA09, KA10 |
| Theoretical-practical tests/tasks | 30% | 2 | 0.08 | CA05, CA06, KA09, KA10, SA13, SA14, SA15, SA16 |
| Individual theoretical and practical activities | 40% | 4 | 0.16 | CA05, CA06, SA13, SA14, SA15, SA16 |
Theoretical-practical tests/tasks: Submission of tasks; Presentation and defence of the exercises and works carried out (they can be individual and/or in group).
Individual theoretical and practical works: Delivery of exercises and works, as well as participation in forums and debates.
The teaching team will detail the specific activities at the beginning of the module.
Bibliography
- Aragon, P. (1991). Técnicas de dirección y marketing para Entidades deportivas. Málaga: Unisport / IAD.
- Baines, P; Chansarkar, P (2002). Introducing Marketing Research. Middlesex University Business School
- Calzada, E. (2012). Show me the money! Cómo conseguir dinero a través del Marketing Deportivo. Libros de cabecera
- Desbordes, M; Ohl, F; Tribou, G. (2015). Estrategias del marketing deportivo. Paidotribo edt.
- Duboff, R; Spaeth, J. (2000). Market Research Matters: Tools and Techniques for Aligning Your Business. John Wiley & Sons, Inc. New York
- Martín, E. (2009). Nominología: cómo crear y Proteger marcas poderosas a través del naming. Fundación Confemetal:
- Marqués, A. (2015). Técnicas de Investigación de mercados. RC edt.
- Molina, G. (2019) Management Deportivo. Del Club en la Empresa Deportiva. Editorial Wanceulen
- Santos Peñas, Julián; Muñoz Alamillos, Ángel; Juez Martel, Pedro; Cortiñas Vázquez, Pedro. (2016). Diseño de encuestas para estudios de mercado: Técnicas de muestreo y análisis multivariante. Centro de estudios Ramón Areces
- Shilbury, D; Westerbeek, H; Quick, S; Funk, D (2009). Strategic Sport Marketing. Publisher: Allen & Unwin
- Smith, A.C.T. and Stewart, B. (2014). Introduction to sport marketing. Routledge. 2º edition.
- Triadó, X. (1996) El marketing en la gestión deportiva. Barcelona: GPE Colección Gestión Deportiva.
Software
N/A
Course groups and languages
The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE
| Type of teaching | Group | Language | Semester | Shift |
|---|---|---|---|---|
| (TEm) Theory (master) | 1 | Spanish | first semester | afternoon |
| (TEm) Theory (master) | 5 | English | first semester | afternoon |
| (TEm) Theory (master) | 10 | Spanish | first semester | morning-mixed |
| (TEm) Theory (master) | 50 | English | first semester | morning-mixed |