Indicative content:
The structure of the sports industry
The structure of a situational analysis, including the micro and macro environment.
Market segmentation and targeting.
The 7 P's Marketing Mix.
Primary and secondary research within a business context.
Construction of a market research plan.
Cultural, social, personal and psychological factors relating to consumer behaviour.
Evaluate a range of marketing campaigns.
Total contact hours: 40
Private study hours: 260
Total study hours: 300
Marketing Proposal – 50%-3500 words
Oral Presentation – 50% -15 minutes in length followed by Q& A
Beech, J. Chadwick, S. (2007). The Marketing of Sport (2nd Ed) Prentice Hall, Harlow.
Doyle, P. and Stern P. (2006). Marketing Management & Strategy (4th Ed) Harlow Prentice Hall.
Kotler, P. and Armstrong P. (2011). Principles of Marketing (14th Ed), New Jersey Prentice.
Shank, M.D. (2009). Sports Marketing A Strategic Perspective (4th Ed), New Jersey Prentice Hall.
See the library reading list for this module (Canterbury)
See the library reading list for this module (Medway)
The intended subject specific learning outcomes. On successfully completing the module students will be able to:
Construct and present a situational analysis for a proposed small business within the sports industry
Discuss market research techniques and apply the knowledge gained to gather market research for a proposed small business within the sports industry.
Construct and present a marketing mix for a proposed small business within the sports industry.
Investigate consumer behaviour
Critically discuss a current sports marketing campaign
The intended generic learning outcomes. On successfully completing the module students will be able to:
Communication and presentation skills - via the use of student lead presentations and demonstrations on a variety of subject specific material
Numeracy and information technology - through the use of internet searches for information to support development and learning
Interactive and group skills – through working with others to gather market research data and to prepare and present information
Problem solving – through the ability to successfully complete the written and practical assessments
Ability to self-appraise and reflect on practice – evidenced within written and oral assessments
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