Business Administration, Marketing of Sports and Events

This course is aimed at introducing marketing of sports and events. The course looks at marketing of both sporting and non-sporting events, in both profit and nonprofit organizations. The sporting and event industries have grown steadily, and have become big business over the past decades. Sports and events in general have become more interesting for businesses to be involved in, for example as managers, team owners, event organizers or sponsors. The course addresses segmentation, targeting and communication operations in relation to various stakeholders in the sport and event industries. Strategies for planning and telling a brand story via the relevant marketing channels is also addressed, as well as the concept of sponsorship-linked marketing which aims to create win-win benefits to both sponsors and the sponsored individual, team or event.