Module Events and Sports Marketing Description Republic Polytechnic Continuing Education & Training Course Structure for Course III: Events and Sports Marketing This module will introduce students to the various aspects of events and sports marketing, with emphasis on sports and sporting events, including market environment analysis, market research, consumer behaviors, and the marketing mix elements. This module will provide students with a clear understanding of the marketing planning process and equip them with concepts and techniques that are required for developing effective marketing strategies for events and sports. Lesson Topics Competency-Based Learning Objectives Lesson Plan Assessment (%) 1 Event and Sports Marketing: Introduction of the Marketing Process Define Marketing and examine its core concepts. Evaluate 5 marketing management orientations. Describe the strategic events and sports marketing process (to provide brief overview of marketing planning) 2 Marketing Environment & Competitor Analysis Describe the internal and external environment factors and explain how they affect event and sports marketing. Analyze the marketing environment with SWOT analysis
3 Events and Sports Consumer Behaviors Understand event and sports consumers: participant and spectator as consumer Discuss the model of consumer behavior Describe internal, external and situational factors affecting consumer behaviors Understand consumer decision making process 4 Market Research Discuss the importance of marketing research to marketers Explain the fundamental process of conducting marketing research Explore the various usages of marketing research 5 Segmentation, Targeting and Positioning Define the process of target marketing: segmentation, targeting, and positioning Discuss the importance and bases for marketing segmentation Describe target marketing (evaluation of segments and select target market segments) and requirements for a successful target marketing Define positioning and use perceptual map to depict the position of an event or sports entity in the market 6 Sports Product and Distribution Strategies Define sport product and differentiate between goods and services Explain the sport product continuum CA1 (Individual case study) 10%
Explore three broad categories of sports products and strategies for managing the sports products. Examine key venue, ticketing, and media issues in event and sports marketing (Fullerton, 2009 & Smith, 2008) 7 Pricing Concepts and Strategies Define the relationship among price, value and benefits Identify the internal and external factors affecting pricing decision Describe three general pricing approaches 8 Promotion Strategies Identify and examine the promotion mix elements Define the communication process Discuss the promotional planning process and objectives 9 Sponsorship Discuss the concepts of sponsorship Identify the key objectives of sponsorship and the importance of matching sponsor s objectives with the exclusive benefits Identify the key components of a sponsorship proposal Examine how the sponsors can use sponsorship as an integrated marketing communication platform Evaluate sponsorship effects
10 Project Location: LS-W2 Each team will need to do a marketing project on selected topic. This is to give each participant opportunities to apply the marketing knowledge discussed in this module. A presentation will be held in week 10 for sharing. Each team will present their project works and receive questions and comments from the class and the panel of assessors CA2 (Final Exam) in Week 11-30% Team Project 40%