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| Course Description |
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| Course Name |
: |
Sport Marketing |
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| Course Code |
: |
SYB308 |
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| Course Type |
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Compulsory |
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| Level of Course |
: |
First Cycle |
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| Year of Study |
: |
4 |
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| Course Semester |
: |
Spring (16 Weeks) |
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| ECTS |
: |
4 |
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| Name of Lecturer(s) |
: |
Prof.Dr. SERAP ÇABUK
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| Learning Outcomes of the Course |
: |
Defines basic concepts and special features of sports marketing.
Analyzes consumer behavior and industrial market in sports sector.
Explains relations and differences between macro-micro environment and sports marketing.
Realizes practices of marketing information systems and marketing research in sports sector.
Explains market segmentation, positioning and determining target market in sports sector.
Students explain the elements of marketing mix.
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| Mode of Delivery |
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Face-to-Face |
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| Prerequisites and Co-Prerequisites |
: |
None |
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| Recommended Optional Programme Components |
: |
None |
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| Aim(s) of Course |
: |
The aim of this course is to teach students who will work in sports sector the processes of producing, pricing, promoting and delivering the sports events. |
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| Course Contents |
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This course consists of the issues of producing, pricing, promoting and delivering the sports events. |
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| Language of Instruction |
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Turkish |
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| Work Place |
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Classroom |
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Course Outline /Schedule (Weekly) Planned Learning Activities |
| Week | Subject | Student's Preliminary Work | Learning Activities and Teaching Methods |
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1 |
Introduction to Course |
Reading the related parts in the coursebook |
Lecture and discussions |
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2 |
Sports Sector and Sports Marketing |
Reading the related parts in the coursebook |
Lecture and discussions |
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3 |
Management of Sports Marketing |
Reading the related parts in the coursebook |
Lecture and discussions |
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4 |
Information System and Marketing Research in Sports Marketing |
Reading the related parts in the coursebook |
Lecture and discussions |
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5 |
Consumer Behavior |
Reading the related parts in the coursebook |
Lecture and discussions |
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6 |
Market Segmentation and Positioning |
Reading the related parts in the coursebook |
Lecture and discussions |
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7 |
Sports Marketing Mix and its properties |
Reading the related parts in the coursebook |
Lecture and discussions |
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8 |
Midterm Exam |
Studying for exam |
Exam |
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9 |
Product (Sports) |
Reading the related parts in the coursebook |
Lecture and discussions |
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10 |
Product (Sports) |
Reading the related parts in the coursebook |
Lecture and discussions |
|
11 |
Pricing Decisions |
Reading the related parts in the coursebook |
Lecture and discussions |
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12 |
Delivery |
Reading the related parts in the coursebook |
Lecture and discussions |
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13 |
Promotion:Advertising, Public Relations |
Reading the related parts in the coursebook |
Lecture and discussions |
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14 |
Promotion:Personal Selling, Sales Promotions |
Reading the related parts in the coursebook |
Lecture and discussions |
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15 |
Sponsorship of Sports |
Reading the related parts in the coursebook |
Lecture and discussions |
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16/17 |
Final Exam |
Studying for exam |
Exam |
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Required Course Resources |
| Resource Type | Resource Name |
| Recommended Course Material(s) |
 Argan, M. ve Katırcı, H. (2002) Spor Pazarlaması. Ankara: Nobel Yayıncılık.
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| Required Course Material(s) |
Blythe, Jim (2001) Pazarlama İlkeleri, (Ceviren: Yavuz Odabaşı), Prentice Hall, Eskişehir, Bilim-Teknik Yayınevi.
Kotler, Philip (2000), Marketing Management (Translation: Nejat Muallimoğlu) Millenium Edition, Istanbul, Beta Yayıncılık.
Shank, Matthew D.(2002).Sports marketing: a strategic perspective. Upper Saddle River : Prentice-Hall.
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Assessment Methods and Assessment Criteria |
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Semester/Year Assessments |
Number |
Contribution Percentage |
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Mid-term Exams (Written, Oral, etc.) |
1 |
60 |
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Homeworks/Projects/Others |
2 |
40 |
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Total |
100 |
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Rate of Semester/Year Assessments to Success |
40 |
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Final Assessments
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100 |
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Rate of Final Assessments to Success
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60 |
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Total |
100 |
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| Contribution of the Course to Key Learning Outcomes |
| # | Key Learning Outcome | Contribution* |
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1 |
Acts appropriately with professional ethical standards |
0 |
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2 |
Defines the sport organization in our country and explains their problems. |
0 |
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3 |
Understands the knowledge, skills and values related to sport organizations’ management at the highest level. |
3 |
|
4 |
Analysis the internal and external environment of sport organizations, solves its problems and makes decisions in accordance with the changing conditions. |
3 |
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5 |
Practises the management functions and organization principle to sport organization |
0 |
|
6 |
Has the skills of active listening, empathy, self-expression, and use of communication technology for effective interpersonal communication. |
3 |
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7 |
In additon to occupational skills, develops himself on scientific, cultural and artistic areas according to his own abilities and needs. |
2 |
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8 |
Recognizes the sports facilities and technologies, follows their progress and uses information technology in accordance with the sport sciences. |
0 |
|
9 |
Has knowledge about human anatomy and physiology. |
0 |
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10 |
Understands how managerial decision-making process is affected by the organizational culture and ethical values of sport organization. |
0 |
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11 |
Acquires the knowledge and the culture of sport, adopts the philosophy of Olympism, has the skills of explaining and spreading this philosophy in society. |
2 |
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12 |
Understands and interprets the technical tactics and managerial skills of chosen sports branch. |
0 |
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13 |
Uses the communiction skills in the sport organization management process. |
1 |
|
14 |
Develops the financial strategies for sport organizations, evaluates the budget, revenue sources and expenditure, explains the elements of sports marketing. |
5 |
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15 |
Has an active role in individual and group activities and successfully finishes the tasks in group work in sports areas. |
0 |
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16 |
Becomes sensitive and tolerant of athletes about multicultural and diversity issues. |
0 |
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17 |
Uses educational technology effectively to reach training and performance goals. |
2 |
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18 |
Has the ability to search, discover, create alternative solutions, reach information, think critically and engage in productive discussions for personal and professional growth. |
3 |
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19 |
Acts colloboratively and cooperatively with her/his colleagues in work place |
2 |
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20 |
Knows the importance of nutrition for health and performance. |
0 |
| * Contribution levels are between 0 (not) and 5 (maximum). |
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| Student Workload - ECTS |
| Works | Number | Time (Hour) | Total Workload (Hour) |
| Course Related Works |
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Class Time (Exam weeks are excluded) |
14 |
2 |
28 |
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Out of Class Study (Preliminary Work, Practice) |
14 |
2 |
28 |
| Assesment Related Works |
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Homeworks, Projects, Others |
2 |
5 |
10 |
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Mid-term Exams (Written, Oral, etc.) |
1 |
10 |
10 |
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Final Exam |
1 |
15 |
15 |
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Total Workload: | 91 |
| Total Workload / 25 (h): | 3.64 |
| ECTS Credit: | 4 |
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