Building Sport Brands
Overview
This unit introduces marketing as an integral part of sport business the delivery of sport services, and the building of sport brands. In the sporting environment, there is a growing need to understand the roles of marketing and branding, and how they may be applied at diverse levels of sport, and for different types of organisations. This unit provides the principles and tools for sports marketing, utlising a strategic sport marketing process, that represents the essential knowledge managers require in order to favourably position their sport organisation, club or team, code, event or related service in the highly competitive sport market.
Requisites
100 credit points
01-June-2025
08-June-2025
02-November-2025
Learning outcomes
Students who successfully complete this unit will be able to:
- Identify the markets and consumer profiles in the sports management industry
- Analyse frameworks practices and identify effective marketing approaches for sports products, services, facilities and events
- Comprehend and apply the principles of sports marketing to relevant and diverse sport contexts
- Demonstrate an understanding of sports products, services and events and their value as brands
- Effectively identify promotional and sponsorship opportunities in various sections of the sports industry
Teaching methods
Swinburne Online
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
All Applicable Locations
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Class | 2.00 | 12 weeks | 24 |
| Online Lecture | 1.00 | 12 weeks | 12 |
| Unspecified Activities Independent Learning | 9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assignment | Individual | 40 - 60% | 2,3,5 |
| Assignment | Individual | 10 - 20% | 2,3,5 |
| Test | Individual | 30 - 40% | 1,2,3,4 |
Content
- Introduction to sport marketing and brands
- Strategic sport-marketing processes
- Sport consumers, research and strategy
- Sport brands, products and services
- Sport and pricing strategies
- Distribution; place and media distribution in sport
- Sport promotion
- Sport sponsorship
- Implementation, Ethics and Future Trends in Sport Marketing
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.