Single course
Sport Marketing
Develop a strong foundation in sport marketing and learn how modern marketing principles are applied in real sport business settings. Build the skills to analyse markets, understand fan behaviour and plan effective marketing operations in the sport industry.
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.
Proactive Development
You are able to analyse current and future challenges in sports marketing by applying critical reasoning and analytical skills. You can use existing knowledge and relevant methods to develop justified solutions and make informed decisions in development‑oriented marketing tasks.
Internationality and Multiculturalism
You demonstrate professional communication and interaction skills in intercultural learning and working environments. You are able to collaborate effectively with others, show awareness of cultural differences, and participate constructively in team and group‑based activities related to sports marketing.
Responsible International Business Management
You are able to analyse and plan marketing activities for sports organisations by considering ethical, social, and stakeholder perspectives. You can apply responsible and sustainable thinking when developing strategic and tactical marketing solutions in local and international sport industry contexts.
Learning Objective of the Course
After completing the course, you will be able to critically review, analyse, and understand the marketing environment of the sports industry and the interrelated factors influencing sports consumption and participation in sports activities and events. You are able to apply sport‑specific marketing knowledge to analyse the marketing operations of sports organisations and to plan and implement strategic and tactical marketing activities in a sport industry context. You understand ethical and social responsibility issues in sport marketing and recognise their impact on marketing planning and implementation. Through active participation and interaction in an intercultural learning environment, you develop the ability to work effectively as a team member and to engage in group‑based working practices 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
100% on-campus contact course.
The course code is HL00CB14-3004. Use the code to view the course schedule at https://lukkarit.peppi.jamk.fi. Notice that courses implemented fully as an online course may not have schedules.
Enrolling on open studies requires a Finnish personal identity number and strong identification.
Verify your identity in the Suomi.fi service or with HAKA credentials when you enroll. Otherwise, you will need either a valid passport or an EU ID card with a chip (according to the ICAO 9303 E-MRTD standard). In this case, please contact help.jamk.fi
Please notice that degree students in Jamk who have enrolled for attendance in are not eligible to enroll as Jamk Open UAS students (instead, enrolment in Peppi).
Read more about enrollment and study fees: https://www.jamk.fi/en/apply-to-jamk/jamk-open-university-of-applied-sc…
Further information concerning the enrollment: avoinamk@jamk.fi