Syllabus
Lectures:
Application of marketing in sports. Marketing applications in sports.
Sport as a sports industry. Sports industry segments.
Products tradable in sports. Different approaches to classifications of sports products.
Physical education and sports services as a product. Service quality management.
Market situation in sport. The special effect of the market mechanism.
Marketing mix in sports
Trends and development of sports marketing in the Czech Republic. Megatrends in sports and their influence on sports marketing.
Seminars:
Project task (assignment).
Partial concepts of marketing in sport. Marketing communication in sport. Sports advertising and its features.
Sales of advertising in sports facilities. Promotional strategies for sports facilities. Advertising sales techniques in sports - evaluation of effectiveness. Advertising as a source of income for sports organizations.
Sports sponsorship. Sponsorship from the position of companies. Marketing and communication goals of companies. Sponsorship from the position of sports organizations. Offer for sponsors. Legal regulation of sponsorship.
Comprehensive concepts of marketing in sports. Olympic marketing.
Brand in sports. Marketing research in sport.
Evaluation of the processed project task by teams.
Annotation
The course introduces students to marketing applications in the field of sports. It characterizes sport as a sports industry and deals with its individual segments, as well as sports products and their specifications, which determine the success of their sales.
Students work on model tasks in the field of marketing and sponsorship of sports organizations and sporting events.