Single course
Sport Marketing
Content
An introduction to the fundamentals and specialities in sport marketing, strategic approach to planning sport marketing activities, consumer behavior of sports fans and consumption of sports products, services and events, sponsorships and strategic marketing cooperation in sport industry, basics of market research in sport, and ambush marketing practices.
Objectives
The object of the course
This course serves as a foundation and an introduction to sport marketing in the sport business management fundamentals module. This course builds gradually on the discipline of sport marketing theories and how they are used in practice in the field of sport business.
After completing this course, you will understand the key concepts and driving factors of sport marketing. You are familiar with the basics of modern sport marketing principles and the basics of sports organizations marketing operations.
Course competencies
Business Competence: The student knows the central theories related to this specialisation option. The student possesses at least an advanced beginner’s skills in the practical tasks of the specialisation option.
Operating in the workplace: The student is able to act professionally in communication and interaction situations at the workplace.
Proactive development: The student is able to apply existing knowledge in the field of development and utilises research and development methods.
The learning objective of the course
You can critically review, analyze and understand the marketing environment of the sports industry and the interrelations of factors influencing sports consumption and participation in sports activities and events. You also recognize how to apply sports marketing specific knowledge to analyze the marketing operations of sports organizations and perform practical tasks to plan and implement strategic and tactical marketing operations in sport industry environment. You will understand the issues of ethical and social responsibilities and their impact on planning and implementation of sport marketing activities. Through a proactive participation and interaction with study activities in an intercultural setting you will learn to work as a team member and in group working practices together with peer students.
Implementation methods
The course follows combined face-to-face learning methods where students participate in lectures, workshops, and other study activities organized in classroom and virtual study environments. Furthermore, a student also completes separate individual and group assignments as supplementary independent studies utilizing virtual study platforms and materials.
Students' learning is assessed through group work (50 %), individual assignments (20 %) and lecture exam (30 %). Students must attain a compulsory attendance requirement of (80%) to pass the course.
Additional information
Notice that enrolling in Jamk's Open Studies requires a Finnish personal identity number. When enrolling, please primarily use the suomi.fi service for identification or if you have HAKA university credentials, you can use those. If you do not have Finnish bank credentials or HAKA credentials, skip the identification. After enrolment, immediately contact the helpdesk via a service request at help.jamk.fi to receive instructions for identification. Without identification, we cannot register you for studies.
Also notice that you cannot enroll in Open University courses if you are a degree student at Jamk (enrollment in Peppi).
See the timetable of the lectures at https://lukkarit.peppi.jamk.fi/#/schedule by using the name of the course or course code HL00CB14-3001 (schedules will be published by 13 June 2025). NB! Online independent courses may not have schedules!
Information on study fees and enrollment: https://www.jamk.fi/en/apply-to-jamk/jamk-open-university-of-applied-sc…
More information: [email protected]