Description

In markets that are becoming increasingly more competitive, sport marketing and sponsorship have become high impact areas for business success. The Training of professionals is growing as a demand for specialists in the whole sport marketing cycle, both in business companies as well as in sport associations and organizations. Sport sponsorship is increasingly gaining value as part of the company’s strategies and a good knowledge of it will allow to enhance the sport marketing plan both on the ownership side and the branding side. This course aims to provide overview of sports marketing. Also, to define the various components of sports marketing such as marketing plans, marketing niches, marketing needs, and advertising. Introduce the segmentation, targeting and positioning and branding to the sports field. Introduce the marketing mix strategies in the field of sports marketing. In addition to provide students with the crucial knowledge and fundamental theories of sports marketing and its impact on the society highlighting the holistic approach of marketing. Finally, to analyze the sports consumer behavior and to introduce the concept of sponsorship in the marketing field.

Program

MBA

Objectives

• By the end of this course, each student should be able to: • Deepen his/her experience and knowledge in marketing and sponsorship applied to sport. • Comprehend the different marketing strategies. • Recognize the marketing mix impact on the field of sports management. • Help in how to use marketing tools applied to sports to recognize business opportunities. • Evaluate the performance of the different sports marketing organizations nationally and internationally. • Analyse and implement marketing and sponsorship strategies and launching and positioning of new products. • Analyse and evaluate marketing strategies for the internationalization of sports activities. • Apply the accumulative knowledge knowhow learned in the course in practical sports marketing field. • Use qualitative and quantitative analysis for sports market research. • Use technological tools for the exploitation of business resources through sport marketing.