School: Business and Law

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Marketing and Communications for Sport and Events
  • Unit Code

    SPM2510
  • Year

    2017
  • Enrolment Period

    1
  • Version

    1
  • Credit Points

    15
  • Full Year Unit

    N
  • Mode of Delivery

    On Campus
  • Unit Co-ordinator

    Dr David LAMB

Description

The unit examines the key theories, concepts and processes related to marketing and communications in sport and events. The focus of the unit is on meeting customer needs through the application of marketing principles and the adoption of a professional approach to communication management. Marketing and communication practices used in sport and events including; market research, strategy, planning, method and management in both the commercial and public sector are reviewed. In addition new practices in marketing and communications, such as integrated marketing communications, entrepreneurship, mega marketing and the increasing use of social (new) media forms are discussed.

Learning Outcomes

On completion of this unit students should be able to:

  1. Explain the theories and concepts which underpin marketing and communication in sport and events;
  2. Apply customer research methodologies and practices as they apply to sport and events.
  3. Apply marketing and communication management practices and methods as they apply to sport and events, such as research, strategy and planning.
  4. Identify the promotional and sponsorship strategies available to the sport and event manager.
  5. Identify the methods, barriers and forms of communication used in sport and events.
  6. Explain the components and function of a marketing plan.
  7. Utilise public and media relations
  8. Understand the importance of integrated marketing communications, entrepreneurship, social media and mega marketing in sport and events.

Unit Content

  1. Customer behaviour and care, including custmer needs, motivations, and lifestyle factors.
  2. Mega marketing, involving governments, media and pressure groups.
  3. Market research, methodologies and market segmentation and positioning.
  4. Marketing and sponsorship strategy, planning and management.
  5. Sport and event promotion, typologies and marketing mix.
  6. Communication theory, planning, methods and barriers.
  7. Integrated marketing communications.
  8. Public and media relations.
  9. Entrepreneurship in the sport and event sectors.

Teaching and Learning Processes

The mode of delivery for this unit is through weekly on-campus seminars. The teaching and learning approach in this unit is enhanced through in-class discussions on practical industry case studies, where the skills of working effectively with others (specifically team working, task collaboration and working productively with people from diverse cultures-related to assessment 2), communicating effectively, critical appraisal and the ability to generate ideas are emphasised. This unit emphasises student engaged, peer to peer learning via team presentations on current industry trends and academically proven market theories.

Students are required to complete individual and group assessment items which are assessed for quality academic and professional standards, including written communication (structure, language and conventions), oral communication, ability to work effectively with others, critical analysis (depth of thought, development of argument, logical analysis and insight), depth and breadth of coverage, the ability to research effectively using both academic and contemporary sources and industry relevance.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

ON CAMPUS
TypeDescriptionValue
EssayAcademic essay on communication40%
ReportMarketing plan40%
Test ^End of semester20%

^ Mandatory to Pass


Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Student Equity, Diversity and Disability Service website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students’ work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

SPM2510|1|1

School: Business and Law

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

  • Unit Title

    Marketing and Communications for Sport and Events
  • Unit Code

    SPM2510
  • Year

    2017
  • Enrolment Period

    2
  • Version

    1
  • Credit Points

    15
  • Full Year Unit

    N
  • Mode of Delivery

    On Campus
    Online
  • Unit Co-ordinator

    Dr David LAMB

Description

The unit examines the key theories, concepts and processes related to marketing and communications in sport and events. The focus of the unit is on meeting customer needs through the application of marketing principles and the adoption of a professional approach to communication management. Marketing and communication practices used in sport and events including; market research, strategy, planning, method and management in both the commercial and public sector are reviewed. In addition new practices in marketing and communications, such as integrated marketing communications, entrepreneurship, mega marketing and the increasing use of social (new) media forms are discussed.

Learning Outcomes

On completion of this unit students should be able to:

  1. Explain the theories and concepts which underpin marketing and communication in sport and events;
  2. Apply customer research methodologies and practices as they apply to sport and events.
  3. Apply marketing and communication management practices and methods as they apply to sport and events, such as research, strategy and planning.
  4. Identify the promotional and sponsorship strategies available to the sport and event manager.
  5. Identify the methods, barriers and forms of communication used in sport and events.
  6. Explain the components and function of a marketing plan.
  7. Utilise public and media relations
  8. Understand the importance of integrated marketing communications, entrepreneurship, social media and mega marketing in sport and events.

Unit Content

  1. Customer behaviour and care, including custmer needs, motivations, and lifestyle factors.
  2. Mega marketing, involving governments, media and pressure groups.
  3. Market research, methodologies and market segmentation and positioning.
  4. Marketing and sponsorship strategy, planning and management.
  5. Sport and event promotion, typologies and marketing mix.
  6. Communication theory, planning, methods and barriers.
  7. Integrated marketing communications.
  8. Public and media relations.
  9. Entrepreneurship in the sport and event sectors.

Teaching and Learning Processes

The mode of delivery for this unit is through weekly on-campus seminars. The teaching and learning approach in this unit is enhanced through in-class discussions on practical industry case studies, where the skills of working effectively with others (specifically team working, task collaboration and working productively with people from diverse cultures-related to assessment 2), communicating effectively, critical appraisal and the ability to generate ideas are emphasised. This unit emphasises student engaged, peer to peer learning via team presentations on current industry trends and academically proven market theories.

Students are required to complete individual and group assessment items which are assessed for quality academic and professional standards, including written communication (structure, language and conventions), oral communication, ability to work effectively with others, critical analysis (depth of thought, development of argument, logical analysis and insight), depth and breadth of coverage, the ability to research effectively using both academic and contemporary sources and industry relevance.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

ON CAMPUS
TypeDescriptionValue
EssayAcademic essay on communication40%
ReportMarketing plan40%
Test ^End of semester20%

^ Mandatory to Pass

Core Reading(s)

  • Jackson, N. A. (2013). Promoting and marketing events: Theory and practice. London: Routledge.
  • Shilbury, D., Quick, S., & Westerbeek, H. (2003). Strategic sport marketing (2nd ed.). Sydney: Allen & Unwin.

Disability Standards for Education (Commonwealth 2005)

For the purposes of considering a request for Reasonable Adjustments under the Disability Standards for Education (Commonwealth 2005), inherent requirements for this subject are articulated in the Unit Description, Learning Outcomes and Assessment Requirements of this entry. The University is dedicated to provide support to those with special requirements. Further details on the support for students with disabilities or medical conditions can be found at the Student Equity, Diversity and Disability Service website.

Academic Misconduct

Edith Cowan University has firm rules governing academic misconduct and there are substantial penalties that can be applied to students who are found in breach of these rules. Academic misconduct includes, but is not limited to:

  • plagiarism;
  • unauthorised collaboration;
  • cheating in examinations;
  • theft of other students’ work;

Additionally, any material submitted for assessment purposes must be work that has not been submitted previously, by any person, for any other unit at ECU or elsewhere.

The ECU rules and policies governing all academic activities, including misconduct, can be accessed through the ECU website.

SPM2510|1|2