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IDR805 Sport and Event Marketing


  • Understanding the international sport marketing environment
  • Concepts of sports and event marketing and marketing mix
  • Sport and event consumer buying behaviour
  • Sport organizations buying behaviour
  • Strategic positioning and branding
  • Value co-creation and service innovation in sports and for events
  • Developing and extending sports brands
  • Strategic sports and event sponsorship
  • Social media and sports/event marketing
  • Research tools in sport marketing research and analysis

Upon completion of the course the student will be able to:

  • Understand the distinctive nature and significance of sports and event marketing
  • Analyse the scope and potential of sports and event marketing
  • Marketing in for-profit and not-for-profit sport organisations
  • Evaluate relevant theoretical concepts, frameworks, and models related to sports and event marketing / sponsorship
  • Segmentation, targeting and positioning in sports
  • Apply and communicate this understanding to real cases and problems using appropriate tools such as market research and analyses
  • Provide the benefits desired by sports fans and event consumers to create service innovation and customer value