Academic Calendar 2023/2024 - Sport Marketing

MKTG 3206  Sport Marketing

Prerequisites:

MKTG 1126 and second-year (or higher) standing.

Hours:

Three hours of lecture per week for one term.

Credits:

3

Description:

This course allows students to extend their understanding of the fundamental concepts of marketing to the area of sports and sporting events. The key principles and topics of sport marketing include the sport industry, the sport consumer, segmentation, targeting and positioning in sport, the sport marketing mix, sponsorship, ambush marketing and mega-event (e.g. Olympics) marketing.