Course name Sport Marketing
Course date 01.05.2024 - 31.07.2024
Institution Jyväskylä University of Applied Sciences
Course language English
Credits 5 ECTS credit

Field Hospitality Management HUB, Business HUB, Entrepreneurship HUB
Teacher Brian Jordan
Available for open UAS Chargeable
Level Bachelor

Queries related to enrolment practices
Enrolment period 15.04.2024 - 21.04.2024
Implementation plan
OPEN UAS Enrolment

Sport Marketing

01.05.2024 - 31.07.2024

Course description

The object of the course: Student understands the basics of modern sport marketing principles and basics of sports organizations marketing operations.

Course competences: Internationality and multiculturalism competence Proactive development competence Learning to learn competence Ethics competence Business competence Learning objectives of the course: The student is able to critically review, analyze and understand the marketing environment of sports industry and the interrelations of factors influencing on sports consumption and participation to sports activities and events. Student also recognizes how to apply sports marketing specific knowledge to analyze marketing operations of sports organizations and perform practical tasks to plan and implement strategic and tactical marketing operations in sport industry environment. Student understands the issues of ethical and social responsibilities and their impact to planning and implementation of sport marketing activities. Through a proactive participation and interaction with study activities in an intercultural settings student learns to work as team member and in group working practices together with peer students.

Content: Fundamentals and specialties in sport marketing, strategic approach to planning sport marketing activities, consumer behavior of sports fans and consumption of sports products, services and events, sponsorships and strategic marketing cooperation in sport industry, basics of market research in sport, and ambush marketing practices.

Assessment criteria


Course way of working and time table


Course info

Material: Shank, M. D. & Lyberger, M. R. (2022). Sports marketing: A strategic perspective (6th edition.). Routledge. Smith, A. & Stewart B. 2015. Introduction to Sport Marketing. 2nd ed. Routledge.