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: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 4
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)
Assoc. Prof. Hasan ULUKAN
Learning Outcomes
1.Explain the concepts of sports market and marketing.
2.It can segment the sports market.
3.Explain the decision-making process of sports consumers.
4.Be able to interpret marketing methods and strategic marketing process in sports marketing.
5.Define the concepts of sports marketing and sponsorship and analyze sports marketing problems.
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
7.Katırcı, Hakan and Argan, Metin (2012). Sports Marketing. Anadolu University Publications, Publication No: 2481, Open Education Faculty Publication No: 1452.
Weekly Detailed Course Contents
Week 1 - Theoretical
Sport Industry and Marketing
Week 2 - Theoretical
Marketing, Business and Sports Management
Week 3 - Theoretical
Consumer and Fan Behaviour in Sports
Week 4 - Theoretical
Segmentation of the Sports Market
Week 5 - Theoretical
Sporty Product
Week 6 - Theoretical
Pricing in Sport I
Week 7 - Theoretical
Pricing in Sport II
Week 8 - Intermediate Exam
Midterm
Week 9 - Theoretical
Distribution Channels in Sport
Week 10 - Theoretical
Logistics and Sports Retailing
Week 11 - Theoretical
Marketing Communication in Sport I
Week 12 - Theoretical
Marketing Communication in Sport II
Week 13 - Theoretical
Strategic Sports Marketing Management I
Week 14 - Final Exam
Final Exam
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141470
Individual Work110111
Midterm Examination1617
Final Examination1819
TOTAL WORKLOAD (hours)97
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
PÇ-12
PÇ-13
PÇ-14
PÇ-15
OÇ-1
2
1
2
1
2
2
3
2
3
2
2
2
2
OÇ-2
2
2
2
2
1
2
2
2
1
2
2
1
2
OÇ-3
1
1
2
2
1
2
2
1
2
2
2
2
2
OÇ-4
1
2
1
1
2
2
2
2
2
1
2
2
2
OÇ-5
2
1
2
1
2
2
1
2
2
2
3
2
2
Adnan Menderes University - Information Package / Course Catalogue
2026