| Effective Term: | 2024/05 |
| Institute / School : | Institute of Health and Wellbeing |
| Unit Title: | Applied Sport Marketing |
| Unit ID: | ISMAN3002 |
| Credit Points: | 15.00 |
| Prerequisite(s): | (ISMAN1005) |
| Co-requisite(s): | Nil |
| Exclusion(s): | Nil |
| ASCED: | 080505 |
| Other Change: | |
| Brief description of the Unit |
This unit uses real-life scenarios to support an active learning approach where students are expected to research and apply marketing theoretical concepts within an international or national sports landscape. This unit aims to develop students’ understanding of how to apply knowledge in the planning, implementation, and evaluation of marketing plans. Students will explore contemporary marketing trends in consumer profiling and behaviours of target markets in the context of the real-life scenario. They will conduct marketing analysis to inform a contemporary digital marketing plan for the real-life scenario with a focus on the analysis of external and internal influences on the marketplace, roles of key stakeholders, competitors and value creation opportunities. Students will identify the target market and market segmentation strategies, branding strategies, marketing opportunities and distribution channels for the digital economy. |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: | |
| Supplementary Assessment:No |
| Supplementary assessment is not available to students who gain a fail in this Unit. |
| Course Level: |
| Level of Unit in Course | AQF Level(s) of Course | | 5 | 6 | 7 | 8 | 9 | 10 | | Introductory | | | | | | | | Intermediate | | | | | | | | Advanced | | |  | | | |
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| Learning Outcomes: |
| Knowledge: |
| K1. | Identify and discuss the latest market trends of consumers' behaviours and motivations of potential target markets of sport. |
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| K2. | Identify and assess the current marketplace environment to inform marketing trends, opportunities and strategies for a digital marketing plan. |
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| K3. | Determine and discuss current marketing distribution channels and brand strategies for the digital economy. |
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| Skills: |
| S1. | Interpret and critically analyse the internal and external marketing environment to develop an innovative marketing plan for a sports organisation. |
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| S2. | Develop and justify innovative marketing opportunities and strategies for a digital marketing campaign for a sports organisation. |
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| S3. | Critically analyse and evaluate information from a number of sources to inform marketing trends, opportunities and strategies for a marketing plan. |
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| Application of knowledge and skills: |
| A1. | Exercise critical thinking and judgment in identifying innovative sport marketing opportunities and strategies. |
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| A2. | Create and justify an innovative and contemporary marketing plan by applying the key theoretical principles and processes of sport marketing. |
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| A3. | Demonstrate the ability to professionally present a marketing plan by organising, structuring and presenting information accurately and confidently. |
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| A4. | Analyse and interpret consumer behaviour of sport to develop an innovative marketing plan. |
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| Unit Content: |
Global sport business and the consumption of sport Consumer behaviours Distribution channels and the digital economy Strategic branding for sport Analysis of the marketing place Trends of technology and data in sport Competitor and value creation analysis Identifying the target market and marketing segmentation strategies Identify marketing opportunities for the digital economy Marketing and branding strategies Digital marketing campaign Marketing budget and measuring return on investment |
| Graduate Attributes: |
| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K1, K2, K3, S1, S3, A4 | Discuss contemporary marketing trends on consumers' behaviours of sport. | Essay | 30-40% | | 2. | K1, K2, K3, S1, S2, S3 A1, A4 | Marketing analysis report to inform a marketing plan for a digital campaign. | Report | 30-50% | | 3. | K1, K2, K3, S1, S2, S3, A1, A2, A3, A4 | Presentation of a marketing plan for a digital sport marketing campaign | Presentation pitch | 30-40% |
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