115-3003/03 – Sport´s Marketing (SPMKT)

Gurantor departmentDepartment of ManagementCredits4
Subject guarantordoc. RNDr. Irena Durdová, Ph.D.Subject version guarantordoc. RNDr. Irena Durdová, Ph.D.
Study levelundergraduate or graduate
Study languageCzech
Year of introduction2014/2015Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
DUR45 doc. RNDr. Irena Durdová, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+1

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



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:

HUMPHREYS Brad R. et al. National sport, sporting succes and individual sport. An international comparison. 2011.

Recommended literature:

Die makroekonomischen Effekte des Sports in Europa. [cit. 2011-07-07]. Dostupné z: http://www.sportministerium.at/files/doc/Studien/MakroeffektedesSportsinEU_Finalkorrektur.pdf

Way of continuous check of knowledge in the course of semester

Seminar theses, a paper on the chosen topic.


Další požadavky na studenta

Students must demonstrate their ability to understand the fundamental issues of the course and meet the credit conditions.


Subject has no prerequisities.


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

Full-time form (validity from: 2014/2015 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (100) 51
        Exercises evaluation Credit 35  18
        Examination Examination 65 (65) 33
                Písemná zkouška Written examination 65  33
Mandatory attendence parzicipation: 80% participation on practice.

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (B6208) Economics and Management (6208R037) Management (03) Sports Management P Czech Ostrava 3 Compulsory study plan
2018/2019 (B6208) Economics and Management (6208R037) Management (03) Sports Management P Czech Ostrava 3 Compulsory study plan
2017/2018 (B6208) Economics and Management (6208R037) Management (03) Sports Management P Czech Ostrava 3 Compulsory study plan
2016/2017 (B6208) Economics and Management (6208R037) Management (03) Sports Management P Czech Ostrava 3 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner