| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | BES119Y | Sports Marketing and Sponsorship | Elective | 1 | 1 | 6 |
|
| Level of Course Unit |
| Second Cycle |
| Objectives of the Course |
| The aim of this course is to provide students with in-depth knowledge and analytical skills in the field of sports marketing and sponsorship and to make them aware of the various career opportunities of the sports industry. |
| Name of Lecturer(s) |
| Dr. Öğr. Üyesi Tuncay ÖKTEM |
| Learning Outcomes |
| 1 | Understanding the marketing processes of the sports industry, grasping the features that make sports marketing different | | 2 | Understanding sports marketing management, competence in managing sponsorship relationships | | 3 | To understand decision making process of sport consumers | | 4 | To formulate applicable sport marketing mix strategies. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Course contents Unique features of sport marketing, sport marketing management process, sport consumers, sport marketing research, designing and developing sport product and to organize pricing, promotion and distribution strategies for the exchange process. |
| Weekly Detailed Course Contents |
|
| 1 | Definition and historical development of sports marketing, economic and social effects of the sports industry | | | | 2 | Characteristics and advantages of sports marketing, marketing management in sports | | | | 3 | Sports industry trends and analysis, use of marketing research in the sports industry, consumer behavior in sports | | | | 4 | The role of research in sport marketing
| | | | 5 | Marketing of sports products and services, Segmentation in Sports Marketing | | | | 6 | Sport product
| | | | 7 | Pricing strategies in sport
| | | | 8 | Mid-term exam
| | | | 9 | Promotion in sport
| | | | 10 | Sales: management and applications | | | | 11 | Place or distribution strategies
| | | | 12 | Marketing strategies in crisis situations, Crisis communication and crisis management, Image protection and restoration | | | | 13 | Coordinating and controlling marketing mix
| | | | 14 | Presentations of term projects
| | | | 15 | Presentations of term projects
| | | | 16 | Final Exam | | |
|
| Recommended or Required Reading |
| Mullin, B. J., Hardy, S., & Sutton, W. (2014). Sport marketing 4th edition. Human Kinetics.
Collett, P., & Fenton, W. (2011). The sponsorship handbook. Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers, San Francisco.
Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. Routledge. |
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 30 | | End Of Term (or Year) Learning Activities | 70 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 2 | 2 |
| Attending Lectures | 14 | 3 | 42 |
| Self Study | 14 | 4 | 56 |
| Individual Study for Mid term Examination | 8 | 3 | 24 |
| Individual Study for Final Examination | 14 | 3 | 42 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 2 | 1 | 1 | 1 | 1 | 1 | | LO2 | 2 | 1 | 1 | 1 | 1 | 1 | | LO3 | 1 | 1 | 1 | 1 | 1 | 1 | | LO4 | 2 | 1 | 1 | 1 | 1 | 1 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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