Denmark, Aarhus

Sports Marketing

when 2 July 2014 - 22 July 2014
duration 3 weeks
credits 9.9 ECTS

Sports are appealing to millions of people throughout the world who enjoy participating in them and/or following them passionately as fans; as a result, sports is a strong global industry. Sports Marketing examines the marketing of sports (to fans and to participants) as well as the marketing of any good or service through sports. Specifically, the course examines the unique characteristics of the sports product and covers marketing strategies as they relate to the sports industry targeting sports fans and sports participants. Attention is given to understanding of environmental factors that affect marketing strategy, with a special emphasis on understanding motivations of fans/consumers. Additionally, it looks at how any brand can use sports as part of its marketing strategy to achieve its marketing objectives through tools like sponsorship, licensing, sports advertising, and stadium naming rights. Examples and cases from international sports like the Olympics and FIFA and UEFA soccer are incorporated within the course.

Course leader

Vassilis Dalakas, California State University San Marco

Target group

Bachelor's students

Course aim

By the end of the course, students should be able to: 1) define sports marketing and sponsorship concepts. 2) link real-world issues to class concepts. 3) analyze sports marketing problems and offer recommendations. 4) prepare key components of marketing plans and sponsorship proposals.

Fee info

EUR 0: Students on a bilateral exchange programme do not have to pay. Freemovers are obliged to pay participation fees while tuition fees only apply to freemovers from countries outside the EU/EEA/Switzerland.