Description

SYLLABUS

(1)     Sports Marketing: Introduction, Environment & Research: 

Introduction to Sports Marketing: Sports Marketing Definition & Characteristics, Marketing Myopia in Sports, Distinctive Features of Sports Marketing, Model of Sports Industry, Implementation of Sports Marketing Programme.

Environment & Research in Sports Marketing:  Environmental Factors, Individual Factors, Decision Making for Sports Involvement, Role of Research in Sports Marketing: Types of Primary Market Research, Common Problems in Sports Marketing Research.

(2)     The Sports Product, Pricing Strategies & Sponsorship:

The Sports Products: Core & Extensions, Key Issues in Sports Products Strategy, Managing Sports Brands, Brand Equity: Benefits and Development, Sales: Definition, Sales Approaches used in Sports, Selling Sports to the Community.

Pricing Strategies: The Basics of Pricing, Core Issues, Factors Affecting Pricing.

Sponsorship: Definition, Growth of Sponsorship, Evaluating and Ensuring Sponsorship Effectiveness, Selling the Sponsorship, Ethical Issues in Selling the Sponsorships.

(3)     Promotion & Distribution Strategies in Sports Marketing:

Promotional Strategies: Promotional Concepts and Practice, Components of Promotion Mix for Sports Marketing: Sales Promotion, Sponsorship, Public Relation, Digital Marketing and Advertising.

Media Options in Sports Marketing,

Distribution Strategies: Placing Core Products and their Extensions, the Facility: Marketing Channels, the Product-Place Matrix.

(4)     Legal Aspects and Marketing of Major Sport Events:

Cross Impact among the 5Ps of Sports Marketing Mix.

Legal Aspects of Sports Marketing:  Endorsement Agreement, Player Agreement, Franchise Agreement and Sponsorship Agreement.

Marketing of Major Sport Events: Olympic Games, Commonwealth Games, ICC Cricket World Cup, Indian Premier League, FIFA Football World Cup, Wimbledon Tennis Tournament.