BAHÇEŞEHİR UNIVERSITY BİLGİ PAKETİ / DERS KATALOĞU
| BUSINESS ADMINISTRATION | |||||
| Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 | ||
Course Introduction and Application Information
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| BA3572 | Sport Marketing | Fall Spring |
3 | 0 | 3 | 6 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
Basic information
| Language of instruction: | English |
| Type of course: | Departmental Elective |
| Course Level: | Bachelor’s Degree (First Cycle) |
| Mode of Delivery: | Hybrid |
| Course Coordinator : | Prof. Dr. ELİF OKAN |
| Course Lecturer(s): |
Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN |
| Recommended Optional Program Components: | None |
| Course Objectives: | At the end of this course, in which the differences and uniqueness of sports and sports products will be discussed and accordingly, the promotion mix, pricing and distribution issues within the marketing mix depending on the sports industry will be examined, it is aimed to prepare competent marketers in the field of sports for the sector. |
Learning Outcomes
|
The students who have succeeded in this course; Students will achieve the following objectives during the semester: o To understand the influence of the external environment on the decisions to be made within the sports business. o Understand the basic concepts in building a strategic sports marketing plan. o Ability to put forth coherent written and oral presentations while conceptualizing complex sports business issues o To understand the concept of sponsorship. o Applying sports marketing concepts to real life examples. At the end of this course, students o Define the concepts of sports marketing and sponsorship, o To be able to reconcile real life and classroom concepts, o Analyzing sports marketing problems and offering |
Course Content
| Sports marketing covers the issues encountered within the sports industry and in the sports and marketing industries based on basic marketing information. |
Weekly Detailed Course Contents
| Week | Subject | Related Preparation |
| 1) | Introduction | |
| 2) | Sports industry and fundamental concepts in sport marketing | |
| 3) | Strategic Sport Marketing Plan | |
| 4) | Research in sport marketing | |
| 5) | Understanding sport consumers | |
| 6) | Sport Product | |
| 7) | Branding in sports | |
| 8) | Sport Distribution | |
| 9) | Sport Pricing | |
| 10) | Sport Promotion | |
| 11) | Sports Media | |
| 12) | Presentations | |
| 13) | Presentations | |
| 14) | Presentations |
Sources
| Course Notes / Textbooks: | Articles discussed in class |
| References: | Shank, M.D. (2009). Sports Marketing: A Strategic Perspective.4th Edition. Prentice Hall. Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. Routledge. Fullerton, S. (2007). Sports Marketing, 1st Edition, McGraw-Hill/Irwin Beech, J., & Chadwick, S. (2007). Introduction: the marketing of sport. The marketing of sport. Essex: Pearson Education Limited. Smith, A. (2012). Introduction to sport marketing. Routledge. Shilbury, D., Westerbeek, H., Quick, S., Funk, D., & Karg, A. (2020). Strategic sport marketing. Routledge. Mullin, B. J., Hardy, S., & Sutton, W. (2014). Sport marketing 4th edition. Human Kinetics. Milne, G. R., & McDonald, M. A. (1999). Sport marketing: Managing the exchange process. Jones & Bartlett Learning. Schwarz, E. C., & Hunter, J. D. (2017). Advanced theory and practice in sport marketing. Routledge. McDonald, M. A., & Milne, G. R. (1999). Cases in sport marketing. Jones & Bartlett Learning. |
Evaluation System
| Semester Requirements | Number of Activities | Level of Contribution |
| Homework Assignments | 12 | % 10 |
| Project | 8 | % 20 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| Total | % 100 | |
ECTS / Workload Table
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Study Hours Out of Class | 14 | 4 | 56 |
| Project | 8 | 2 | 16 |
| Homework Assignments | 12 | 2 | 24 |
| Midterms | 1 | 2 | 2 |
| Final | 1 | 2 | 2 |
| Total Workload | 142 | ||
Contribution of Learning Outcomes to Programme Outcomes
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Being able to identify problems and ask right questions | 4 |
| 2) | Having problem solving skills and developing necessary analytical attitude | 5 |
| 3) | Comprehending theoretical arguments along with counter arguments in detail | 5 |
| 4) | Gaining awareness of lifelong learning and being qualified for pursuing graduate education | 4 |
| 5) | Applying theoretical concepts in project planning | 5 |
| 6) | Communicating efficiently by accepting differences and carrying out compatible teamwork | 5 |
| 7) | Increasing efficiency rate in business environment | 3 |
| 8) | Developing innovative and creative solutions in face of uncertainty | 4 |
| 9) | Researching to gather information for understanding current threats and opportunities in business | 5 |
| 10) | Being aware of the effects of globalization on society and business while deciding | 4 |
| 11) | Possessing digital competence and utilizing necessary technology | 4 |
| 12) | Communicating in at least one foreign language in academic and daily life | 4 |
| 13) | Possessing managing skills and competence | 5 |
| 14) | Deciding with the awareness of the legal and ethical consequences of business operations | 4 |
| 15) | Expressing opinions that are built through critical thinking process in business and academic environment | 4 |