The course introduces students to marketing applications in the field of sports. It characterizes sport as a sports industry and deals with its individual segments, as well as sports products and their specifications, which determine the success of their sales. Students work on model tasks in the field of marketing and sponsorship of sports organizations and sporting events.
Last update: Voráček Josef, PhDr., Ph.D. (03.05.2022)
Aim of the course
The aim of the course is to acquaint students with the global characteristics of the development of world marketing and at the same time to apply the knowledge of marketing to sport through seminars and project tasks.
Upon completion of the course, students will be able to:
define, describe and explain the application of marketing in sport
define, list and describe the segments of the sports industry
define, describe and explain the sport product and its classification
define, describe and explain the tools of marketing communication in sport
define, describe and explain current trends in marketing communication in sport
define, describe and explain sponsorship in sport
prepare and compile a modern offer from a sports organisation to a sponsor
The student is able to apply the above to practical examples of sports organisations in the Czech Republic and worldwide.
Last update: Voráček Josef, PhDr., Ph.D. (30.09.2023)
Course completion requirements
Credits and exam:
attendance (2 absences)
preparation and presentation of a seminar project
Last update: Voráček Josef, PhDr., Ph.D. (18.02.2025)
Literature
DEES, W., WASH, P., McEVOY, CH., McKELVEY, S.,MULLIN, B. J., HARDY, S., SUTTON,W.A. Sportmarketing. 5th Edition. Leeds: Human Kinetics Publishers, 2022. p.475. ISBN 987-1-4925-9462-8. FREYER,W. Sport-marketing. Modernes Mareketing-Mangement für die Sportwirtschaft. 5. neu bearbeitete Auflage. Berlin : Erich Schmidt Verlag, 2018. 709 s., ISBN 978-3-503-17674-8. GREY, A., SKILDUM-REID, K. Sponsorship seekerś toolkit. Second edition. Australia: McGraw Hill. 2003. ISBN 0-074-712217. GRAHAM, S., NEIROTTI, L.D., GOLDBLAT, J. J. The ultimate guide to sports marketing. New York: McGraw Hill, 2001. ISBN 0-07-136124-3. FERRAND, A., McCARTHY, S. Marketing the Sports Organisation: Building networks and relationships. New York: Routledge, , 2009. ISBN 0-415-45330-5.
Last update: Voráček Josef, PhDr., Ph.D. (03.05.2022)
Requirements to the exam
Credits and exam:
attendance (2 absences)
preparation and presentation of a seminar project
Last update: Voráček Josef, PhDr., Ph.D. (18.02.2025)
Syllabus
Lectures:
Application of marketing in sports. Marketing applications in sports.
Sport as a sports industry. Sports industry segments.
Products tradable in sports. Different approaches to classifications of sports products.
Physical education and sports services as a product. Service quality management.
Market situation in sport. The special effect of the market mechanism.
Marketing mix in sports
Trends and development of sports marketing in the Czech Republic. Megatrends in sports and their influence on sports marketing.
Seminars:
Project task (assignment).
Partial concepts of marketing in sport. Marketing communication in sport. Sports advertising and its features.
Sales of advertising in sports facilities. Promotional strategies for sports facilities. Advertising sales techniques in sports - evaluation of effectiveness. Advertising as a source of income for sports organizations.
Sports sponsorship. Sponsorship from the position of companies. Marketing and communication goals of companies. Sponsorship from the position of sports organizations. Offer for sponsors. Legal regulation of sponsorship.
Comprehensive concepts of marketing in sports. Olympic marketing.
Brand in sports. Marketing research in sport.
Evaluation of the processed project task by teams.
Last update: Voráček Josef, PhDr., Ph.D. (03.05.2022)
