MKT2020 Sports Marketing
|Semester 2, 2012 On-campus Toowoomba|
|Faculty or Section :||Faculty of Business and Law|
|School or Department :||School of Management and Marketing|
|Version produced :||30 December 2013|
Examiner: Anne-Marie Sassenberg
Moderator: Jane Summers
Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at http://www.usq.edu.au/current-students/support/computing/hardware.
Sport consumption (either participating in sport or watching it) is one of the most pervasive leisure roles in modern society. It pervades all aspects of human life and has worldwide appeal. Sport speaks to people of all ages across all cultural and socioeconomic boundaries. Sports Marketing is a contemporary course which introduces students to the issues involved and introduces them to an exciting and dynamic marketing oriented industry.
This course will take a consumer and market based approach where it will cover the general differences between marketing of sport and marketing of other products and services. It will also explore the complexities of sport as a multidimensional 'product' serving many and varied publics. The issue of the marketing 'of' sport versus marketing 'using' sport will also be examined as will a comprehensive background of the sport industry and the role of sport in society. Contemporary issues such as globalisation and the future direction of sport will also be explored in this course.
On successful completion of this course, students should be able to:
- demonstrate problem solving skills by exploring sports marketing issues and opportunities in order to formulate opinions and/or judgements
- demonstrate critical thinking by identifying and summarising key information and developing this into a persuasive argument that provides basic evaluation
- demonstrate academic professional literacy skills by comprehending and applying sports marketing theory, concepts, and processes to context specific problems
- demonstrate written communication by composing a piece of writing that communicates ideas, meaning or argument in a format that meets academic and professional marketing conventions
- demonstrate some understanding of the implications of global citizenship and cultural literacy in the context of sports marketing
- identify existing problems relating to sustainability in sports marketing and apply disciplinary concepts to address those issues.
|1.||An introduction to sport marketing||5.00|
|2.||A strategic framework for sport marketing||10.00|
|4.||Sport marketing consumers||10.00|
|5.||Sport as a strategic marketing tool||15.00|
|6.||Leveraging and sponsorship activation||15.00|
|7.||The strategic sport marketing mix||20.00|
|8.||Sport in the global marketplace||10.00|
|9.||Sustainable sports marketing management||10.00|
Text and materials required to be purchased or accessed
ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (https://bookshop.usq.edu.au/bookweb/subject.cgi?year=2012&sem=02&subject1=MKT2020)
Please contact us for alternative purchase options from USQ Bookshop. (https://bookshop.usq.edu.au/contact/)
Fullerton, S 2010, Sports marketing, 2nd edn, McGraw-Hill Irwin, Boston, Massachusetts.
Summers, J & Smith, B 2010, Communication skills handbook, 3rd edn, John Wiley & Sons, Milton, Queensland.
Johnson Morgan, M & Summers, J 2005, Sports marketing, Thomson, Southbank, Victoria.
Shank, M 2009, Sports marketing: a strategic perspective, 4th edn, Pearson Prentice Hall, Upper Saddle River, New Jersey.
Sport Marketing Quarterly available at http://www.smqonline.com.
Student workload requirements
|Tutorial or Electronic Discussion||24.00|
|Description||Marks out of||Wtg (%)||Due Date||Notes|
|SMALL CASE REPORT||20||20||17 Aug 2012|
|GROUP REPORT||40||40||19 Oct 2012|
|2-HOUR EXAMINATION||40||40||End S2||(see note 1)|
- The examination is scheduled to be held in the end-of-semester examination period. Students will be advised of the official examination date after the timetable has been finalised.
Important assessment information
It is the students' responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.
Requirements for students to complete each assessment item satisfactorily:
To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.)
Penalties for late submission of required work:
If students submit assignments after the due date without prior approval of the examiner, then a penalty of 5% of the total marks gained by the student for the assignment may apply for each working day late up to ten working days at which time a mark of zero may be recorded.
Requirements for student to be awarded a passing grade in the course:
To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.
Method used to combine assessment results to attain final grade:
The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.
This is a closed examination. Candidates are allowed to bring only writing and drawing instruments into the examination.
Examination period when Deferred/Supplementary examinations will be held:
Any Deferred or Supplementary examinations for this course will be held during the next examination period.
University Student Policies:
Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at http://policy.usq.edu.au.
(i) The due date for an assignment is the date by which a student must submit the assignment to the USQ.
(ii) Students must retain a copy of each assignment submitted for assessment. This must be produced within 24 hours if required by the examiner.
(iii) The examiner may grant an extension of the due date of an assignment in extenuating circumstances. Applications for extensions should be in writing and must include supporting documentary evidence. Extensions are only granted in unforeseen and uncontrollable circumstances. The examiner shall consider all documentary evidence (including statement from a doctor, employer, counsellor or independent member of the community as appropriate) accompanying an application for extension and decide on the outcome. Length of extensions: Up to one week extension (five working days) may be granted if a signed statement with supporting documentation is sent with the assignment, proving that an unforeseen and uncontrollable circumstance caused the delay, for example unusual and unpredictable work or family commitments. If the signed statement and supporting documentation does not show that unforeseen and uncontrollable circumstances were present for the days claimed, then the normal reduction in marks for a late assignment of 5% per working day will apply.
(iv) Extensions beyond one week are not allowed unless express permission is obtained from the examiner. Extensions beyond one week are only granted in extreme circumstance because model answers may be distributed after this time. If you are likely to require an extension for a longer period than one week, you must contact the examiner for advice. In most cases, you will be required to complete an alternative make-up assignment. However, make-up assignments are only granted if you have passed all other pieces of assessment for the course.
- Medical extensions: In the case of an application for extension for medical reasons, the documentation should include a statement from a doctor stating: the date the medical condition began or changed; how the condition affected the student's ability to study; when it became apparent that the student could not submit the assignment. As a rule, you will be granted an extension for the number of working days covered on a medical certificate. In the case of a medical extension, you do not need to contact the examiner unless you require an extension of longer than one week.
- Extensions for family/personal reasons: In the case of an application for extension for family/personal reasons, the documentation should include a statement from a doctor, counsellor or independent member of the community stating: the date the student's personal circumstances began or changed; how the circumstances affected the student's ability to complete the assignment; when it became apparent that the student could not complete the assignment. In the case of an extension for family/personal reasons you must contact the examiner before the due date to discuss the reason for the extension and to negotiate the length of an extension if granted.
- Extensions for employment-related reasons: In the case of an application for extension for employment-related reasons, the documentation should include a statement from the student's employer stating: the date the student's employment began or the conditions of employment changed; how this prevents the student from completing the assignment. In the case of an extension for employment-related reasons you must contact the examiner before the due date to discuss the reason for the extension and to negotiate the length of an extension if granted.
Referencing in assignments:
Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at http://www.usq.edu.au/library/referencing.
Students must put the 'word count' for their assignment on the front page of the assignment. The word count is the number of words in the body of the assignment report and does not include the title, executive summary, list of references or appendices. To grade an assignment a marker does not need to read more words than the word limit of the assignment.
It is the responsibility of the student to acquire a copy of the text book as soon as their enrolment in the course has been confirmed. Extensions will not be granted on the basis of the student not having a copy of the text, if the text is available from the USQ Bookshop.
Course weightings of topics should not be interpreted as applying to the number of marks allocated to questions testing those topics in an examination paper.
Students who, for medical, family/personal, or employment-related reasons, are unable to complete an assignment or to sit for an examination at the scheduled time may apply to defer an assessment in a course. Such a request must be accompanied by appropriate supporting documentation. One of the following temporary grades may be awarded: IDS (Incomplete - Deferred Examination); IDM (Incomplete Deferred Make-up); IDB (Incomplete - Both Deferred Examination and Deferred Make-up).
Students who have undertaken all of the required assessments in a course but who have failed to meet some of the specified objectives of a course within the normally prescribed time may be awarded the temporary grade: IM (Incomplete - Make up). An IM grade will only be awarded when, in the opinion of the examiner, a student will be able to achieve the remaining objectives of the course after a period of non directed personal study.
Computer, e-mail and Internet access: Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at http://www.usq.edu.au/current-students/support/computing/hardware.