Principles of Sports Marketing (SRM 442)

 

Kingdom of Saudi Arabia

The National Commission for Academic Accreditation & Assessment

Course Specification

 
 
 
 
 
 
 
 
 

National Commission for Academic Accreditation & Assessment
 
Course Specification

Institution:            King Saud University         

College/Department: College of Sport Sciences and Physical Activity/Sports Management and              Recreation

 

A Course Identification and General Information

1.  Course title and code: Principles of Sports Marketing (SRM 442)

2.  Credit hours: 3 Hours

3.  Program(s) in which the course is offered.

 (If general elective available in many programs indicate this rather than list programs)

 

Bachelor in Sport Sciences and Physical Activity

4.  Name of faculty member responsible for the course
Any staff specialized in Sports Management or Sports Marketing

5.  Level/year at which this course is offered:  Level 7

6.  Pre-requisites for this course (if any)
 Level 5   Principles of  Management and Business (MGT 101)
 

7.  Co-requisites for this course (if any)                            None
 

8.  Location if not on main campus
 

 

 

B  Objectives
 

1.  Summary of the main learning outcomes for students enrolled in the course.
This course aims to:
 
- Introduce the definitions of sport marketing, its objectives.
- Introduce the theories of sport marketing processes.
- Introduce the factors that influence costumers’ behavior in the sport market.
- Introduce the awareness of the customer segmentations and target groups in sport domain.
- Introduce evaluation procedures for sport marketing strategies.
- Introduce some contemporary issues in sports marketing.
- Discuss sport marketing opportunities related to signage, sponsorship and personal seat licenses.
 
Summary
This course is designed to provide students with the concepts and terminologies related to marketing, objectives and its relation to sports domain. Also, it looks to personal, social and environmental aspects that impact on customer behavior, making-decision process, segmentation, sport product, sponsorship, promotion, advertising, and exploring and discussing some current issues in sports marketing.
 

2.  Briefly describe any plans for developing and improving the course that are being implemented.  (eg increased use of IT or web based reference material,  changes in content as a result of new research in the field)
 
The Principles of Sports Marketing  is a new course which has been designed to enable students to achieve the designated learning outcomes. The content of the course has been selected according to the recent development and trends in the field. The delivery of the course will require the use of the subject’s related technologies, IT as well as web-based reference material. 
 

 

C.  Course Description  (Note:  General description in the form to be used for the Bulletin or Handbook should be attached)
 

1 Topics to be Covered
Topic	No of Weeks	Contact hours
First Unit: Marketing concept in the business context Marketing definition What is the sports domain The relation of marketing to sports domain Marketing aims	2	6
Second Unit: Sports marketing Marketing plan (marketing mix) Who is the customer in sports context What is customer's behavior in the sports context The personal, social and environmental aspects that impact on customer behavior.	3	9
Third Unit: The concept of segmentation in sports marketing. The definition of segmentation Market segmentation	2	6
Fourth Unit: Segmentation market customers Segmentation stages Indentifying the target group of market customers. Product in the sport domain	3	9
Fifth Unit: Pricing Strategies The rights of sponsorship and its effect on the development of sport Electronic marketplace in sport domain	2	6
Sixth Unit: Media and its relationship with sports marketing The scientific research role in the success of the marketing process Contemporary issues in sports marketing	3	9

 

 

2 Course components (total contact hours per semester):   45 hours
Lecture:      40	Tutorial:    None	Practical/Fieldwork /Internship:    5	Other:    None

 

 

3. Additional private study/learning hours expected for students per week. (This should be an average : for the semester not a specific requirement in each week)
None

 

 

4. Development of Learning Outcomes in Domains of Learning 
For each of the domains of learning shown below indicate:

• A brief summary of the knowledge or skill the course is intended to develop;
• A description of the teaching strategies to be used in the course to develop that knowledge or  skill;
• The methods of student assessment to be used in the course to evaluate learning outcomes in the domain concerned.

 

 

a.  Knowledge 

1. Description of the knowledge to be acquired

On successful completion of this course, students should be able to demonstrate:
 
A1  Considerable knowledge of essential facts, concepts, principles, theories and research findings on sports marketing
A3  Good understanding of sports marketing research and  its methods of enquiry as they relate to sport sciences.
A4  Clear understanding and awareness of the moral, ethical, environmental and legal issues related to sports marketing which underpin best practice.
A5  An ability to reflect critically upon approaches to the acquisition, interpretation and analysis of information in sports marketing.
A6  A knowledge and understanding of sport costumer behavior through critical evaluation of both academic and professional practices.

(ii)  Teaching strategies to be used to develop that knowledge
The course will include lectures with a number of related discussions and tutorials. The lectures are intended to provide sound theoretical knowledge and understanding. The discussions and tutorials parts will provide an opportunity for the students to gain more experience using the principles and techniques of sports marketing through involvement in interactive and practical learning.
 
Directed Study Time:
Directed time will be used to emphasise the application of theory into practice through tasks and experiences that further substantiate and extend issues addressed in contact time. Students are expected to spend approximately 3 hours a week on tasks related to the contact sessions. They are directed to use readings and  interactive software to develop their understanding of the protocols and procedures. In addition, students are encouraged to familiarise themselves with the use of electronic recourses and websites related to sports marketing.
 

(iii)  Methods of assessment of knowledge acquired
There are three assessed parts in this course:
 

1. Critical evaluation or report of related subjects (etc. recent journal articles, websites or sports marketing plans)  – 1000-1200 words. (15%).
2. Class tasks: individual and/or group discussions and presentations. (15%).
3. Examinations: Quizzes, midterm and final exams which are summative assessment in the form of 1-hour (midterm) and 2-hour (final) examination paper. Students are expected to answer essay and/or multiple-choice type questions to test their depth of understanding as well as their range of knowledge of recent and related literature. (70%).

 

 

b.  Cognitive Skills

(i)  Description of cognitive skills to be developed
On successful completion of this course, students should be able to:
 
B3  Apply knowledge to the solution of problems in the field of sports marketing.
B5  Develop a reasoned argument and challenge assumptions in sports marketing context.
B7  Carry out critical analysis and interpretation of information in sports marketing domain.
B8  Critically assess and interpret evidence from information and text derived from sports marketing enquiry.

(ii)  Teaching strategies to be used to develop these cognitive skills
Lectures, workshops, tutorials and directed study time will be used to develop cognitive skills. The lectures are intended to provide sound theoretical knowledge and understanding. This will be consolidated with tutorials and workshops. The directed time will be used to emphasise the application of theory into practice through tasks and experiences that further substantiate and extend issues addressed in contact time.
 

(iii)  Methods of assessment of students cognitive skills
 
The assessment methods of cognitive skills will be embedded in that used in the knowledge part [see a (iii)].
 

c. Interpersonal Skills and Responsibility

(i)  Description of the interpersonal skills and capacity to carry responsibility to be developed
On successful completion of this course, students should be able to demonstrate:
 
C1  Take responsibility for their own learning and continuing personal and professional development.
C2  Work effectively in groups and carry out leadership when appropriate.
C3  Act responsibly in personal and professional relationships.
 

(ii)  Teaching strategies to be used to develop these skills and abilities
Lectures, workshops, tutorials and directed study time will be used to develop interpersonal skills and responsibility. In particular, the workshops and discussions sessions will provide opportunities for group work that enhances the interaction and communication skills. This will be consolidated through the tutorial sessions.

(iii)  Methods of assessment of students interpersonal skills and capacity to carry responsibility
The assessment methods of interpersonal skills will be embedded in that used in the knowledge part [see a (iii)].
 

 

 

d.   Communication, Information Technology and Numerical Skills

(i)  Description of the skills to be developed in this domain.
On successful completion of this course, students should be able to demonstrate:
 
D1  Communicate effectively both orally and in writing, selecting and using forms of presentation appropriate for differing issues and audiences
D2  Demonstrate the capacity for using the most appropriate information and communications technology in gathering, interpreting and communicating information and ideas.
D3  Show interactive and group skills.
D4   Demonstrate problem solving skills.
 

(ii)  Teaching strategies to be used to develop these skills
Lectures, workshops, tutorials sessions and directed study tasks will be used to develop communication and IT skills. In particular, the workshops, tutorials sessions and directed study tasks will provide opportunities to enhance communication and IT skills. This will be consolidated through the use of appropriate assessment tasks.
 

(iii)  Methods of assessment of students numerical and communication skills
The assessment methods of communication, information technology and numerical skills will be embedded in that used in the knowledge part [see a (iii)].
 

 

 
 
 

e.  Psychomotor Skills (if applicable)

(i)  Description of the psychomotor skills to be developed and the level of performance required
None
 

(ii)  Teaching strategies to be used to develop these skills
None
 

(iii)  Methods of assessment of students psychomotor skills
None
 

 

 
 

5. Schedule of Assessment Tasks for Students During the Semester
Assessment	Assessment task  (eg. essay, test, group project, examination etc.)	Week due	Proportion of Final Assessment
1	Midterm 1	5	10%
2	Midterm 2	10	10%
3	Quizzes	Frequent	10%
4	Class tasks (discussions and presentations)	Frequent	15%
5	Critical evaluation or report of related subjects (etc. recent journal articles, websites or sports marketing plans)  – 1000-1200 words.	14	15%
6	Final	15	40%

 

D. Student Support
 

1. Arrangements for availability of teaching staff for individual student consultations and academic advice. (Include amount of time teaching staff are expected to be available each week)

1. Consultation during office hours.
2. Via email or website of the course.
3. The dedicated office hours for consultation are 10 hrs per week.

 

 

 

E Learning Resources

 

1. Required Text(s)
 
Shalabe, Saad,. The principles of sports marketing administration. The Modern library, Almansorah. (2005).
 

2. Essential References
 
Mullin, B., Hardy, S. & Sutton W.A,. Sport Marketing 3rd Edition. Champaign, IL: Human Kinetics, (2007).
 

3- Recommended Books and Reference Material (Journals, Reports, etc) (Attach List)
 
Fullerton, S,. Sport marketing. New York: McGraw-Hill, (2010).
Pitts, B. & Stotlar, D,.  Fundamentals of Sport Marketing: Morgantown, WV Fitness Information Technology, (2002).
 

4-.Electronic Materials, Web Sites etc
 
www.sportmarketingassociation.com
 

5- Other learning material such as computer-based programs/CD, professional standards/regulations
 
 
None
 

 

 
F. Facilities Required
 

Indicate requirements for the course including size of classrooms and laboratories (ie number of seats in classrooms and laboratories, extent of computer access etc.)

1.  Accommodation (Lecture rooms, laboratories, etc.)
 

• Lecture room
• Computer lab with internet connection.

 
 

2. Computing resources
 

• Computers – the number of stations required will be decided according to class size.
•  PowerPoint projector and screen

 
 
 

3. Other resources (specify --eg. If specific laboratory equipment is required, list requirements or attach list)
 

• Special softwares are needed for website sports marketing training.
• Technical support (i.e., technician)

 

 
 
G   Course Evaluation and Improvement Processes
 

1 Strategies for Obtaining Student Feedback on Effectiveness of Teaching
 
·         Mid-point course review – questionnaire.
·         End of course review – questionnaire.
·         Staff-students consultative committee.
·         Open students’ forum.
 

2  Other Strategies for Evaluation of Teaching by the Instructor or by the Department
 
·         Peer – mentoring.
·         Team teaching assessment.

• Department chairman assessment.

 

3  Processes for Improvement of Teaching
 
·         Continuous professional development (CPD).
·         Participation in relevant workshops organized by deanship of skills development.
·         Participation in training sessions, workshops, seminars, symposiums and conferences.
·         Viewing the results of students evaluations of the course and lecturer.
 

4. Processes for Verifying Standards of Student Achievement (eg. check marking by an independent faculty member of a sample of student work, periodic exchange and remarking of a sample of assignments with a faculty member in another institution)
 
Not applicable at the present. However, the College is in the process of developing a moderation system for students’ assessments.
 

5  Describe the  planning arrangements for periodically reviewing course effectiveness and planning for improvement.
 
At the end of each semester, a course report has to be prepared by every faculty member teaching the course. A meeting to discuss the course effectiveness is usually held at the end of the semester amongst the faculty to evaluate the course and propose possible solutions to resolve and areas that require improvement.