115-3003/01 – Sport´s Marketing (SPMKT)
Gurantor department | Department of Management | Credits | 3 |
Subject guarantor | doc. RNDr. Irena Durdová, Ph.D. | Subject version guarantor | doc. RNDr. Irena Durdová, Ph.D. |
Study level | undergraduate or graduate | Requirement | Compulsory |
Year | 3 | Semester | winter |
| | Study language | Czech |
Year of introduction | 2011/2012 | Year of cancellation | 2014/2015 |
Intended for the faculties | EKF | Intended for study types | Bachelor |
Subject aims expressed by acquired skills and competences
1.To transform the fundamentals of marketing into the sphere of marketing in physical education and sports.
2.To acquaint students with the instruments of the marketing mix – to apply them to the sporting environment.
3.To define service as a sports product.
4.To interpret the possibilities of obtaining money in sports.
5.To explain the main principles of sports advertisement in sports.
Teaching methods
Lectures
Tutorials
Summary
The aim of the subject is to transform the fundamentals of the field of sports marketing, pay more attention to marketing concepts in sport (sport sponsoring sports and advertising). The subject also deals with the ways of obtaining additional financial resources, including a list of some business opportunities in sport. The transformation of the individual instruments of the marketing mix (marketing mix including services) into a sport environment is made. The emphasis on major issues in the sports environment in the Czech Republic in comparison with EU member states is put.
Compulsory literature:
COLLIN A. at al. (2020). Physical Education in the COVID Era: Considerations for Online Program Delivery Using the Comprehensive School Physical Activity Program Framework. Journal of Teaching in Physical Education.
SIMPSON, RJ, CAMPBELL, JP, GLEESON, M, at al. (2020). Can exercise affect immune function to increase susceptibility to infection? Exerc Immunol Rev 26: 8–22.
VALA, Roman a Irena DURDOVÁ. The level of motor abilities of applicants for the study of sports management. Journal of Physical Education and Sport. 2018, roč. 18, č. 2, s. 896-901.
Recommended literature:
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
Students must demonstrate their ability to understand the fundamental issues of the course and meet the credit conditions.
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1. Marketing, sports marketing, defining terms, development and present-day trends
2. Marketing mix in sport, 4Ps
3. Sports product, its price, position in the market
4. A service as a sports product, extended marketing mix – marketing mix of services
5. Marketing concepts in sport, marketing communication
6. Factors influencing present-day development of sport, socio-economic importance of sport
7. Opportunities of acquiring finances in sport, the list of individual facts including practical examples, the influence and importance of the personality of the manager in connection with acquiring finances
8. Sport as a sphere of activity for entrepreneurial activities, types of enterprising in sport, practical examples, non-profit organizations in sport and businesses
9. A sports company as a citizens association and a business, gainful employment of sports clubs, legal aspects, legislation, present-day trends
10. Advertising and sponsoring – general criteria, types of advertising and sponsoring, present-day opportunities and trends in the Czech Republic, Europe and in the world
11. Sponsoring in sport, the main issues, cooperation with sponsor, searching sponsors, sponsor package, reasons motivating economic subjects for sponsoring in sport
12. Sports advertising, types (including media advertising), offering advertising services
13. Issues of advertising partnership, relations sponsor x sponsored from different points of view – from social to economic
14. Final summary of the topics covered, papers, debate, discussion on the topics
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
Předmět neobsahuje žádné hodnocení.