Information Package / Course Catalogue
Sports Marketing
Course Code: REKR535
Course Type: Area Elective
Couse Group: Second Cycle (Master's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 6
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 interpret them from the perspective of marketing communication.

Course Content

Marketing communication, Branding in Sports and Discussing the future of Sports marketing.

Name of Lecturer(s)
Learning Outcomes
1.Understanding the features that make sports marketing different
2.Understanding sports marketing management
3.Spor tüketicilerinin karar verme sürecini anlamak
4.To be able to design and conduct research on sports marketing
5.To be able to create and develop sports products
Recommended or Required Reading
1.Argan M., Katırcı H. (2002). Spor Pazarlaması, Nobel Yayın Dağıtım
2.Argan M., Katırcı H. (2002). Spor Pazarlaması, Nobel Yayın Dağıtım
3.Shilbury D., Westerbeek H., Quick S., Funk D. (2009) Strategic Sport Marketing. Allen and Unwin, Sydney
Weekly Detailed Course Contents
Week 1 - Theoretical
Basic concepts of 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; purchasing behavior
Week 3 - Theoretical
Target market decisions; decisions regarding marketing mix elements; product decisions, price decisions, distribution decisions, promotion decisions
Week 4 - Theoretical
Advertising and sponsorship
Week 5 - Theoretical
Supervision of marketing activities, developments in marketing understanding, elements of modern marketing concept
Week 6 - Theoretical
Pricing Strategies in Sports
Week 7 - Theoretical
Competitive marketing strategies,
Week 8 - Theoretical
consumer behavior and interm evaluation
Week 9 - Theoretical
Public Relations in Sports Marketing
Week 10 - Theoretical
Promotion in Sports
Week 11 - Theoretical
Sports marketing in terms of social marketing, features of sports services
Week 12 - Theoretical
Factors affecting the demand for sports
Week 13 - Theoretical
Coordination and Control of Marketing Mix
Week 14 - Theoretical
General review, discussion and evaluation
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory143384
Assignment4014
Individual Work142256
Final Examination1336
TOTAL WORKLOAD (hours)150
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
OÇ-1
1
2
3
4
5
OÇ-2
OÇ-3
OÇ-4
OÇ-5
Adnan Menderes University - Information Package / Course Catalogue
2026