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Lecturer(s)
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Course content
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1. Marketing importance 2. Marketing mix 3. Marketing and sport 4. Marketing forms in sport 5. Sport product 6. Marketing mix in sport 7. Sponsoring in sport 8. Sponsoring forms 9. Legislative definition of sponsoring 10. Characteristics of acquiring of sponsors 11. Sponsor?s proposal 12. Selection of advertising media 13. Advertising campaign plan
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Learning activities and teaching methods
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Monologic Lecture(Interpretation, Training), Work with Text (with Book, Textbook)
- Attendace
- 13 hours per semester
- Homework for Teaching
- 36 hours per semester
- Semestral Work
- 32 hours per semester
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Learning outcomes
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The aim of the course is to provide understanding of market environment in professional sport. The aim is to clarify the marketing position of sport as a process of proposing and improving the activities for production, valuation, promotion and distribution of a sport product to satisfy customers' needs and wishes and to achieve the company goals. Information about this course was translated to English within the project Internationalization of the Faculty of Physical Culture, Palacký University, Olomouc, No. CZ.1.07/2.2.00/28.0028, co-funded by the European Social Fund and the Government of the Czech Republic.
Upon completion of the course the students acquire expert knowledge for preparation and management of the sponsor's projects. The student: 1) Can expertly deal with a viewpoint of the marketing communication based on knowledge of the basic terms in the sport marketing; 2) Shows the ability of independent creative work in sport sponsoring; 3) Understands the current system of the preparation of a successful sponsoring project.
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Prerequisites
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N/A
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Assessment methods and criteria
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Mark, Oral exam, Seminar Work
Regular attendance, submission of seminar paper as assigned, defence of seminar paper.
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Recommended literature
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Čáslavová, E. (2000). Management v tělesné výchově a sportu (vybrané kapitoly). Praha: Karolinum.
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Edwards, Ch. (2003). Řízení vztahů se zákazníky (Kniha 1). Jak lépe rozumět svým zákazníkům. Praha: OUČR.
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Kotler, P. et al. (2007). Marketing management. Praha: Grada Publishing.
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Kotler, P. et al. (2007). Moderní marketing. Praha: Grada.
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Lošťáková, H. et al. (2008). Řízení vztahů se zákazníky (CRM) prostřednictvím diferencovaného hodnotového managementu. Pardubice: Univerzita Pardubice.
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Lošťáková, H. et al. (2006). Strategie diferencovaného CRM podle hodnoty zákazníků pro podnik. Pardubice: Univerzita Pardubice.
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Pelsmacker De, P. et al. (2003). Marketingová komunikace. Praha: Grada.
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Stanjura, J., & Topinka, J. (2001). Občanská sdružení ve sportu: právní, účetní a daňové problémy. Praha: Olympia.
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