units

MKX5241

Faculty of Business and Economics

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Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

LevelPostgraduate
FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (DE-ONLINE)
Coordinator(s)Mr Kevin Argus

Synopsis

The unit introduces the omnipresence of sport in Australian society, the interconnectedness of sport and business, particularly marketing, and those factors that differentiate sport marketing from mainstream marketing. The unit will draw on the rapidly expanding body of literature on sport marketing and sponsorship. Students will also be introduced to the most current marketing concepts and their relevance to sport marketing and sponsorship. Students will develop an appreciation of sport sponsorship as a co-marketing alliance.

Objectives

The learning goals associated with this unit are to:

  • discriminate between the marketing of sport properties, and the marketing through sport properties in the form of sponsorship and the implications for strategy development
  • critically assess the relevance of the contingency marketing planning framework for sport marketing
  • develop a fan profile based on level of team identification as an indication of fan loyalty
  • determine the role of sponsorship in marketing and in particular in marketing communication and branding strategy
  • critically analyse effective methods for evaluating sponsorship.

Assessment

Within semester assessment: 60%
Examination (2 hrs): 40%

Chief examiner(s)

Kevin Argus

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MBA9006, MKX5461, MKX9160 or MKX9550.