Strategic Sport Marketing

Unit code: SSI6003 | Study level: Postgraduate
(Generally, 1 credit = 10 hours of classes and independent study.)
City Campus
City Flinders


This unit in Strategic Sport Marketing develops knowledge and skill in the marketing process as it relates to strategic market planning; segmentation, targeting, positioning, and delivery in consideration of multiple analysis models; processes implemented to understanding the sport consumer; application of logistical processes to aid in delivering products and services; and the promotional and public relations activities across traditional and specialised areas of the sport industry. Primary focus will be on the application of marketing principles to specific sport scenarios.

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. Articulate the intricacies of the sport marketing mix, sport marketing analysis, and sport marketing planning through the integration of socially responsible and ethical practices.
  2. Appraise the value of sport marketing research internal reports, intelligence systems, decision support systems, and consumer behaviour analysis to better understand consumers and make appropriate strategic decisions for sport organisations.
  3. Analyse the relationship of quality product and logistical management to successful retail management, sales management, and e-marketing management.
  4. Assess the role of communication management in the enhancement of promotions, advertising, and sponsorships for various sport businesses.
  5. Implement emerging competencies in the areas of social media and digital/mobile networking; international and global marketing; and various impacts and legacies.


For Melbourne campuses

Assessment type: Case Study
Grade: 20%
Case Study Analysis.
Assessment type: ICT (Wiki, Web sites)
Grade: 30%
Discussion board contributions.
Assessment type: Report
Grade: 50%
Marketing plan report (includes a 15-20 minute Multimedia presentation (report 35%; presentation 15%)).

Required reading

Advanced Theory and Practice in Sport Marketing,
Schwarz, E.C. and Hunter, J.D. (2017).| Oxford, UK: Routledge.

As part of a course

This unit is studied as part of the following course(s):

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