4 ECTS credits
112 h study time

Offer 1 with catalog number 4018367ENR for all students in the 1st semester at a (E) Master - advanced level.

Semester
1st semester
Enrollment based on exam contract
Impossible
Grading method
Grading (scale from 0 to 20)
Can retake in second session
Yes
Enrollment Requirements
For this course you have to meet certain enrolment requirements. For an overview of the enrolment requirements check https://www.vub.be/en/studying-vub/practical-info-for-students/study-guidance/study-path/individual-study-path#paragraph--id--71647 
Taught in
English
Faculty
Faculty of Physical Education and Physiotherapy
Department
Bewegings- en Sportwetenschappen
Educational team
Jo Van Hoecke
Inge Derom (course titular)
Activities and contact hours
30 contact hours Lecture
40 contact hours Independent or External Form of Study
Course Content

For the sports marketing and communication course, the content of the 'Sport Marketing' handbook (Mullin et al., 2014) is used as a theoretical foundation. During the course, a number of topics are discussed based on the marketing management process in sport. These topics relate to the market and the product, the sports consumer, the market research, the market segmentation and crucial decisions regarding the price and promotion, but also other elements of the marketing mix. Throughout the course, the student will apply the topics to a self-chosen sports organization. The student will work out a marketing plan for the organization as a marketing consultant. The student will also work out a sponsor plan from the perspective of an athlete who is being sponsored or a company that seeks out sponsoring opportunities. To support the translation of the theory into practice, a few guest lectures are organized during the lessons.

Course material
Handbook (Recommended) : Sportmarketingcommunicatie, Lagae, W., 3e editie, Arko Sports Media., 9789054724063, 2018
Handbook (Recommended) : Sport Marketing, Mullin, B., Hardy, S., & Sutton, W., 4e editie, Champaign: Human Kinetics., 9781492594628, 2022
Handbook (Recommended) : Strategische sportmarketing, Westerbeek, H., Rubingh, B., Shilbury, D., & Quick, S., 6e editie, Arko Sports Media., 9789054720393, 2010
Additional info

Available on Canvas.

Learning Outcomes

Specifieke competenties

A Master of Science in Movement and Sport Sciences:

  • can demonstrate theoretical and practical understanding of marketing en sponsorship in the sport and recreational industry. 

  • can describe foundational concepts and techniques from existing marketing theory and apply these to various settings of the sport industry (e.g., public, non-profit and for-profit sport organizations, as well as sporting goods and services).

  • can create, deliver and effecively present a sport marketing plan. 

  • can create, deliver and effectively present a sponsor plan. 

Grading

The final grade is composed based on the following categories:
Oral Exam determines 20% of the final mark.
SELF Practical Assignment determines 80% of the final mark.

Within the Oral Exam category, the following assignments need to be completed:

  • Presentatie en verdediging with a relative weight of 20 which comprises 20% of the final mark.

Within the SELF Practical Assignment category, the following assignments need to be completed:

  • Marketing- en sponsorplan with a relative weight of 80 which comprises 80% of the final mark.

Additional info regarding evaluation

In order to pass the sports marketing and communication course, the student must obtain a minimum score of 10/20 for all parts of the course (including the oral presentation and the written marketing plan). If the student obtains a minimum score of 10/20 for one component in the first examination period, this grade is automatically transferred to the second examination period.

Allowed unsatisfactory mark
The supplementary Teaching and Examination Regulations of your faculty stipulate whether an allowed unsatisfactory mark for this programme unit is permitted.

Academic context

This offer is part of the following study plans:
Master of Linguistics and Literary Studies: Profile Profile Literary Studies
Master of Movement and Sports Sciences: Sports Policy and Sports Management Profile Profile Sports Policy and Sports Management (only offered in Dutch)