Information Package / Course Catalogue
Sports Marketing
Course Code: SYB224
Course Type: Required
Couse Group: First Cycle (Bachelor's Degree)
Education Language: Turkish
Work Placement: N
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 3
Objectives of the Course

The aim of this course is to explain the concepts of sports industry, sports product, sports consumer and sports marketing and to interpret them with marketing communication perspective.

Course Content

Marketing communication, Branding in sport and discussing the future of sport marketing.

Name of Lecturer(s)
Learning Outcomes
1.To comprehend the uniqe aspects of sport marketing
2.To understand the sport marketing management
3.To understand decision making process of sport consumers
4.To design and conduct a research related to sport marketing
5.To create and develop a sport product
6.To formulate applicable sport marketing mix strategies
Recommended or Required Reading
1.Argan M., Katırcı H. (2002). Sports Marketing, Nobel Publication
2.Bernard Mullin, Stephen Hardy, William Sutton (2014) Sport Marketing, Human Kinetics
3.Shilbury D., Westerbeek H., Quick S., Funk D. (2009) Strategic Sport Marketing. Allen and Unwin, Sydney
4.Shank M. (1999). Sport Marketing. Prentice Hall. New Jersey
5.Michael Fetchko, Donald P. Roy, Kenneth E. Clow (2012) Sports Marketing, Routledge; First edition
6.Aaron C. T. Smith , Bob Stewart (2015) Introduction to Sport Marketing, Routledge
Weekly Detailed Course Contents
Week 1 - Theoretical
Basic concepts about marketing; development stages of marketing; marketing functions
Week 2 - Theoretical
Decision making in marketing; marketing planning; marketing management process; environmental conditions of marketing; internal and external conditions; general environmental conditions; buying behaviors
Week 3 - Theoretical
Hedef pazar kararları; pazarlama karma elemanlarına ilişkin kararlar; ürün kararları, fiyat kararları, dağıtım kararları, tutundurma kararları
Week 4 - Theoretical
Advertisement and sponsorship
Week 5 - Theoretical
Supervision of marketing activities, developments in marketing understanding, elements of modern marketing understanding
Week 6 - Theoretical
Pricing strategies in sport
Week 7 - Theoretical
Competitive marketing strategies, consumer behavior
Week 8 - Intermediate Exam
Midterm
Week 9 - Theoretical
Public Relations in Sports Marketing
Week 10 - Theoretical
Promotion in sport
Week 11 - Theoretical
Sports marketing in terms of social marketing, features of sports services
Week 12 - Theoretical
Factors affecting sports demand
Week 13 - Theoretical
Coordinating and controlling marketing mix
Week 14 - Theoretical
General review and discussion
Week 15 - Final Exam
Final Exam
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141356
Individual Work110111
Midterm Examination1224
Final Examination1224
TOTAL WORKLOAD (hours)75
Contribution of Learning Outcomes to Programme Outcomes