| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Sports Marketing | HIT206 | Elective | Bachelor's degree | 2 | Spring | 4 |
Name of Lecturer(s)
Assistant Prof. Dr. Gülden ÖZKAN
Learning Outcomes of the Course Unit
1) Define the sports industry
2) Define sports marketing
3) Distinguish the marketing mix in sports
4) To be able to comprehend marketing communication applications in sports.
5) To be able to apply marketing communication methods, techniques and strategies in sports
Program Competencies-Learning Outcomes Relation
| Program Competencies | ||||||||||
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | ||
| Learning Outcomes | ||||||||||
| 1 | High | Middle | High | High | Middle | High | High | Middle | High | |
| 2 | Middle | High | High | Middle | Middle | High | High | Middle | Middle | |
| 3 | High | Middle | Middle | High | High | High | Middle | Middle | High | |
| 4 | High | Middle | Middle | Middle | Middle | High | High | Middle | Middle | |
| 5 | High | High | Low | High | Low | Middle | High | Middle | High | |
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
Economy of Sport
Course Contents
The content of this course; The concept of sports industry and marketing, what is the difference of sports marketing from other marketing practices, marketing mix elements, sports product, distribution channels in sports, marketing communication in sports.
Weekly Schedule
1) Industry and sports industry2) Factors affecting the development of the sports industry
3) Marketing and sports marketing
4) Marketing of sports and marketing through sports
5) Marketing mix in sport
6) Consumer and fandom in sports
7) Fan identity in sports
8) Midterm exams
9) Sports Product
10) Brand strategies in sports marketing
11) Price and pricing strategies in sports marketing
12) Distribution channels in sports marketing
13) Sports communication
14) Sports communication strategies
15) Sports sponsorship
16) Final exams
Recommended or Required Reading
1- Metin Argan, Hakan Katırcı (2020) Spor Pazarlaması, Ankara: Nobel
2- Arif Yüce, Hakan Katırcı, Sevda Gökçe (2017) GELENEKSELDEN DİJİTALE SPOR PAZARLAMASI:KAVRAMSAL BİR ÇALIŞMA, The Journal of Academic Social Science Studies, Number: 55 , p. 543-556, Spring II 2017
Planned Learning Activities and Teaching Methods
1) Lecture
2) Question-Answer
3) Discussion
Assessment Methods and Criteria
Contribution of Midterm Examination to Course Grade |
40% |
|---|---|
Contribution of Final Examination to Course Grade |
60% |
Total |
100% |
Language of Instruction
Turkish
Work Placement(s)
Not Required