MARKETING OF SPORT, LEISURE AND SPORT TOURISM
| Title | ΜΑΡΚΕΤΙΝΓΚ ΑΘΛΗΤΙΣΜΟΥ, ΑΝΑΨΥΧΗΣ ΚΑΙ ΑΘΛΗΤΙΚΟΥ ΤΟΥΡΙΣΜΟΥ / MARKETING OF SPORT, LEISURE AND SPORT TOURISM |
| Code | ΜΑΥ2 |
| Faculty | Physical Education and Sport Science |
| School | Physical Education and Sports Sciences (Thessaloniki) |
| Cycle / Level | 2nd / Postgraduate |
| Teaching Period | Winter |
| Coordinator | Georgios Tzetzis |
| Common | No |
| Status | Active |
| Course ID | 600015307 |
Programme of Study: Sport Management
Registered students: 40
| Orientation | Attendance Type | Semester | Year | ECTS |
|---|---|---|---|---|
| KORMOS | Compulsory Course | Winter | - | 10 |
| Academic Year | 2025 – 2026 |
| Class Period | Winter |
| Faculty Instructors | |
| Weekly Hours | 3 |
| Total Hours | 39 |
| Class ID | 600288969
|
Course Type 2021
Specialization / Direction
Course Type 2011-2015
Knowledge Deepening / Consolidation
Mode of Delivery
- Face to face
- Distance learning
Digital Course Content
- e-Study Guide https://qa.auth.gr/en/class/1/600288969
- eLearning (Moodle): https://elearning.auth.gr/course/view.php?id=11259
Language of Instruction
- Greek (Instruction, Examination)
Learning Outcomes
The purpose of the course is to provide students with knowledge related to the concept of sports marketing and public relations in sports. Specifically, the strategic planning of the marketing plan is presented and all its phases are analyzed. Consumer behavior in sports, its research methods, as well as the relevant theories are analyzed in depth. Additionally, concepts of the marketing mix, sports sponsorship, public relations, and marketing plan evaluation are introduced. During the course students have the opportunity to apply the basic principles and theories in practice as they are asked to create a marketing plan for a sports organization.
Keywords for internet search: sport marketing, sport consumer, sponsorship, public relations
At the end of the course students should be able to:
• Know the utility and function of marketing and public relations in sport.
• Understand the characteristics of the sports market as well as sports consumers.
• Analyze the current problem of consumer behavior in the sports market.
• Synthesize information from the external and internal market environment making innovative proposals.
• Apply the theories acquired in creating specialized marketing plans by coordinating the individual elements of the mark
General Competences
- Apply knowledge in practice
- Retrieve, analyse and synthesise data and information, with the use of necessary technologies
- Adapt to new situations
- Make decisions
- Work autonomously
- Work in teams
- Work in an international context
- Work in an interdisciplinary team
- Generate new research ideas
- Design and manage projects
- Be critical and self-critical
- Advance free, creative and causative thinking
Course Content (Syllabus)
- Sports marketing professional skills and perspectives
- The sports industry. The special nature of sports marketing.
- The sport product
- Marketing management and strategy
-Research on MIS consumer behavior and the process of sports consumer segmentation.
-Development of branded sports products and services
-Sports sponsorships
-Public relations and communication
-Price, sales strategy, costing, location and distribution
-Promotion policies
-Commercial exploitation of sports products
-Coordinating and controlling the marketing mix
-Future trends in sports marketing
-Presentations
Keywords
Sport marketing, sport services, consumer behavior in sports, sponsorship
Educational Material Types
- Notes
- Slide presentations
- Multimedia
- Interactive excersises
Use of Information and Communication Technologies
Use of ICT
- Use of ICT in Course Teaching
- Use of ICT in Laboratory Teaching
- Use of ICT in Communication with Students
- Use of ICT in Student Assessment
Description
Distance learning and blended teaching with the use of presentation and communications software
Course Organization
| Activities | Workload | ECTS | Individual | Teamwork | Erasmus |
|---|---|---|---|---|---|
| Lectures | 15 | ✓ | ✓ | ||
| Seminars | |||||
| Laboratory Work | 15 | ✓ | ✓ | ||
| Reading Assigment | 10 | ✓ | ✓ | ||
| Exams | 60 | ✓ | |||
| Total | 100 |
Student Assessment
Description
Written exams, oral presentation, written projects
Student Assessment methods
- Written Exam with Multiple Choice Questions (Formative, Summative)
- Written Exam with Short Answer Questions (Formative, Summative)
- Written Exam with Extended Answer Questions (Formative, Summative)
- Written Exam with Problem Solving (Formative, Summative)
Bibliography
Additional bibliography for study
Βασικό Βιβλίο
Mullin, B. J., hardy, S., & Sutton, W. A. (2000). Sport Marketing. Champaign IL: Human Kinetics
Άρθρα
Arai A., Ko, J. Y. &, Ross, S. (2014). Branding athletes: Exploration and conceptualization of athlete brand image. Sport Management Review, 17, 97–106.
Bouchet P., Bodet G., Bernache-Assollant L., & Kada, F. (2011). Segmenting sport spectators: Construction and preliminary validation of the Sporting Event Experience Search (SEES) scale. Sport Management Review 14 (2011) 42–53.
Bouzdine-Chameeva, T. Ferrand, A. Valette-Florence, P. Chanavat, N. (2015). Measurement and segmentation of sport fans using brand association networks: Application to Union of European Football Associations (UEFA) Champions League (UCL). Sport Management Review, 18, 407–420.
Carter J. F. (2010). 8 Social Media Strategies to Engage Multicultural Consumers. Retrieved from http://mashable.com/2010/04/21/social-media-multicultural.
Eddy, T. (2014). Measuring effects of naming-rights sponsorships on college football fans’ purchasing intentions. Sport Management Review, 17, 362–375.
Emery, P. (2010). Past, present, future major sport event management practice: The practitioner perspective. Sport Management Review, 13, 158–170.
Filo, K. Lock, D. & Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18, 166–181.
Fullerton, S. & Merz G. R. (2008). The Four Domains of Sports Marketing: A Conceptual Framework. Sport Marketing Quarterly, 17, 90-108.
Isaacson, T. (2010). Sports Public Relations. In SAGE Handbook of Public Relations. Robert L Heath. (Ed.). (pp. 599-609). Los Angeles: SAGE Publications,.
Jason P. Doyle, P.J. Filo, K., McDonald, H. & Funk, C. D. (2013). Exploring sport brand double jeopardy: The link between team market share and attitudinal loyalty. Sport Management Review, 16 285–297.
Karlis, G. (2003). City and Sport Marketing Strategy: The case of Athens 2004. The Sport Journal. United States Sport Academy.
Kian, M. E. & Clavio, G. (2011). A Comparison of Online Media and Traditional Newspaper Coverage of the Men’s and Women’s U.S. Open Tennis Tournaments Journal of Sports Media, 6(1), 55-84.
Konstantinos Alexandris (2013) Segmenting recreational tennis players according to their involvement level: a psychographic profile based on constraints and motivation, Managing Leisure, 18:3, 179-193.
Lam T.C.E., & Bae, J. (2014). Confirmatory factor analysis of the Purchaser Style Inventory for Sport Products (PSISP). Sport Management Review, 17, 254–264.
NBA (Winter 2000) NBA Public Relations. Literature Review. NBA Publications.
O’Reilly Ν. & Horning L.D. (2013). Leveraging sponsorship: The activation ratio. Sport Management Review, 16, 424–437.
Ratten, V. & Ratten, Η. (2011). International sport marketing: practical and future research implications. Journal of Business & Industrial Marketing, 26/8, 614–620.
Stavros, C., Meng, D. M. & Westberg, K. (2014). Understanding fan motivation for interacting on social media Sport Management Review, 17, 455–469.
Stephen L. Shapiro, L.S. & Drayer, J. (2014). An examination of dynamic ticket pricing and secondary market price determinants in Major League Baseball. Sport Management Review 17, 145–159.
Steward, B., Smith A.C.T. & Nicholson (2003). Sport consumer typologies: A critical review, Sport Marketing Quarterly, 12, 206-216.
Tzetzis, G., Alexandris, K., & Kapsampeli, S. (2014). Predicting visitors’ satisfaction and behavioral intentions from service quality in the context of a small-scale outdoor sport event. International Journal of Event and Festival Management, 5(1), 4-21.
Tzetzis, G., & Tachis, S. (2013). The role of psychological commitment and attitudinal loyalty on the relationship between involvement and behavioral loyalty of sports fans. The Sport Journal.
Thamnopoulos, Υ., Tzetzis, G. & Laios, A. (2012). The Impact of Service Quality and Satisfaction on Customers’ Future Intentions, in the Sport Spectators’ Context. The Sport Journal. 15, ISSN: 1543-9518.
Tsitskari E., Tzetzis G., Aggeloussis N., Vernadakis N. & Costa G. (2010). Measuring spectators’ expectations of service quality provided in basketball stadiums in Greece. International Journal of Sport Management, 11(1), 141-158.
Tsitskari, E., Vernadakis, N., Tzetzis, G. Aggeloussis, N. & Costa, G. (2009). Εxpected and perceived service quality at basketball stadiums in Greece. World Leisure Journal, 51, 94-105.
Trigonis, I. Matsouka, O., Costa, G. & Tzetzis, G. (2008). The Role of Employers’ Demographic and Socio-Economical Characteristics in their Decision to Introduce Sports Programs in their Companies, International Journal of Sport Management Recreation & Tourism, 1, 1-14.
Last Update
29-06-2023
