Sports Marketing
Niveau
first cycle, Bachelor
Learning outcomes of the courses/module
The participants:
• have basic specialist knowledge of the specifics of marketing for different types of sports providers.
• are familiar with central concepts, theories and empirical findings of sports marketing, sports sponsorship and communication in sport and can reflect on these critically.
• will be able to recognize the connections between marketing in sport and marketing through sport and apply them to tasks.
• develop solutions for practical issues and are able to present them.
• deepen their ability to think critically and express themselves accordingly.
• also deepen their teamwork skills through group work.
• have basic specialist knowledge of the specifics of marketing for different types of sports providers.
• are familiar with central concepts, theories and empirical findings of sports marketing, sports sponsorship and communication in sport and can reflect on these critically.
• will be able to recognize the connections between marketing in sport and marketing through sport and apply them to tasks.
• develop solutions for practical issues and are able to present them.
• deepen their ability to think critically and express themselves accordingly.
• also deepen their teamwork skills through group work.
Prerequisites for the course
not applicable
Course content
Concepts, theories and findings of the marketing of and through sport are discussed and reflected upon. This includes marketing to sports consumers (spectators and participants), positioning, marketing strategy and the marketing mix in/through sport as well as the topic of sport and brand. The opportunities, limits and activation in sports sponsorship, social media marketing and communication as well as the new digital developments in sports marketing are also covered.
Recommended specialist literature
Bruhn, M., & Rohlmann, P. (2022). Sportmarketing: Grundlagen–Strategien–Instrumente. Springer
Desbordes, M. & A. Richelieu (2019). International Sport Marketing: Issues and Practice. Routledge.
Kennedy, H., Gonzales, J., & Pegoraro, A. (2022). Digital Sport Fandom. Routledge handbook of sport fans and fandom. Routledge.
Horch, H. D., Schubert, M., & Walzel, S. (2024). Besonderheiten der Sportbetriebslehre. Wiesbaden: Springer
Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2022). Grundlagen des Marketing. Pearson.
Uhrich, S. (2019). Teamsport Management: eine umfassende und interdisziplinäre Betrachtung. Springer. ork: Routledge.
Grimmer, C. G. (Ed.). (2016). Der Einsatz Sozialer Medien im Sport: Gestaltung, Vermarktung, Monetarisierung. Springer-Verlag.
Nufer, G. & Bühler, A. (Hrsg.). (2013). Marketing im Sport. Grundlagen und Trends des modernen Sportmarketing. 3. Auflage. Berlin: Erich Schmidt Verlag.
Pedersen, P. M., Laucella, P. C., Kian, E., & Geurin, A. N. (2018). Strategic sport communication. Human Kinetics.
Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. London: Routledge
Desbordes, M. & A. Richelieu (2019). International Sport Marketing: Issues and Practice. Routledge.
Kennedy, H., Gonzales, J., & Pegoraro, A. (2022). Digital Sport Fandom. Routledge handbook of sport fans and fandom. Routledge.
Horch, H. D., Schubert, M., & Walzel, S. (2024). Besonderheiten der Sportbetriebslehre. Wiesbaden: Springer
Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2022). Grundlagen des Marketing. Pearson.
Uhrich, S. (2019). Teamsport Management: eine umfassende und interdisziplinäre Betrachtung. Springer. ork: Routledge.
Grimmer, C. G. (Ed.). (2016). Der Einsatz Sozialer Medien im Sport: Gestaltung, Vermarktung, Monetarisierung. Springer-Verlag.
Nufer, G. & Bühler, A. (Hrsg.). (2013). Marketing im Sport. Grundlagen und Trends des modernen Sportmarketing. 3. Auflage. Berlin: Erich Schmidt Verlag.
Pedersen, P. M., Laucella, P. C., Kian, E., & Geurin, A. N. (2018). Strategic sport communication. Human Kinetics.
Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. London: Routledge
Assessment methods and criteria
Portfolio exam
Language
German
Number of ECTS credits awarded
4
Semester hours per week
Planned teaching and learning method
integrated course, case studies, discussion, group work, presentations
Semester/trimester in which the course/module is offered
3