Nevşehir Hacı Bektaş Veli University Course Catalogue
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| Year/Semester of Study | 1 / Fall Semester | ||||
| Level of Course | 2nd Cycle Degree Programme | ||||
| Type of Course | Optional | ||||
| Department | ANTRENöRLüK EğITIMI ANABILIM DALı YüKSEK LISANS (ÖNERILEN) | ||||
| Pre-requisities and Co-requisites | None | ||||
| Mode of Delivery | Face to Face | ||||
| Teaching Period | 14 Weeks | ||||
| Name of Lecturer | ERHAN IŞIKDEMİR (erhanisikdemir@nevsehir.edu.tr) | ||||
| Name of Lecturer(s) | |||||
| Language of Instruction | Turkish | ||||
| Work Placement(s) | None | ||||
| Objectives of the Course | |||||
| The aim of this course is to enable students to understand the concepts of marketing and sponsorship in the sports industry; to learn the fundamental principles and practices in this field; and to acquire the skills to develop sports marketing strategies, analyze consumer behavior, and negotiate effective sponsorship agreements. | |||||
| Learning Outcomes | PO | MME | |
| The students who succeeded in this course: | |||
| LO-1 | Understand the basic concepts of sports marketing and the application of general marketing elements to the sports industry. |
PO-11 Adopts multidisciplinary approaches in sports sciences and can collaborate with other disciplines. PO-13 Acquires theoretical knowledge in sports management and organization and can apply it in the sports industry. |
Examination |
| LO-2 | Analysis of sport markets and evaluation of sport consumer behavior. |
PO-13 Acquires theoretical knowledge in sports management and organization and can apply it in the sports industry. |
Examination |
| LO-3 | Creating effective marketing strategies by understanding the characteristics and application forms of the sports marketing mix (product, price, distribution, promotion). |
PO-9 Understands international sports policies and management strategies and can conduct studies in this field. PO-11 Adopts multidisciplinary approaches in sports sciences and can collaborate with other disciplines. PO-13 Acquires theoretical knowledge in sports management and organization and can apply it in the sports industry. |
Examination |
| LO-4 | Understanding the principles of sports sponsorship, gaining the ability to plan and manage sponsorship agreements. |
PO-9 Understands international sports policies and management strategies and can conduct studies in this field. PO-11 Adopts multidisciplinary approaches in sports sciences and can collaborate with other disciplines. PO-13 Acquires theoretical knowledge in sports management and organization and can apply it in the sports industry. |
Examination |
| LO-5 | To gain competence in developing and implementing strategies in sports media and public relations. |
PO-11 Adopts multidisciplinary approaches in sports sciences and can collaborate with other disciplines. PO-13 Acquires theoretical knowledge in sports management and organization and can apply it in the sports industry. |
Examination |
| PO: Programme Outcomes MME:Method of measurement & Evaluation |
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| Course Contents | ||
| This course includes the definition, importance, and role of sports marketing within the sports industry; analysis of sports markets; marketing research techniques and strategic planning; consumer behavior theories, decision-making processes of sports consumers, and market segmentation; product development, pricing, distribution, and promotion strategies; types of sponsorship, management and effectiveness of sponsorship agreements; the role of sports media; public relations strategies and media interaction; and the instruction of ethical principles and legal regulations in sports marketing. | ||
| Weekly Course Content | ||
| Week | Subject | Learning Activities and Teaching Methods |
| 1 | Introduction to sports marketing: Definition, importance, and role in the sports industry | Lecture and Discussion, Marketing Research Techniques and Applications, Sponsorship Strategies and Planning Studies, Group Work and Project Development, Case Studies and Problem Solving. |
| 2 | Analysis of sports markets: Key concepts and tools | Lecture and Discussion, Marketing Research Techniques and Applications, Sponsorship Strategies and Planning Studies, Group Work and Project Development, Case Studies and Problem Solving. |
| 3 | Marketing research techniques and strategic planning | Lecture and Discussion, Marketing Research Techniques and Applications, Sponsorship Strategies and Planning Studies, Group Work and Project Development, Case Studies and Problem Solving. |
| 4 | Consumer behavior in sports: Theories and decision-making processes | Lecture and Discussion, Marketing Research Techniques and Applications, Sponsorship Strategies and Planning Studies, Group Work and Project Development, Case Studies and Problem Solving. |
| 5 | Market segmentation: Strategies for targeting sports consumers | Lecture and Discussion, Marketing Research Techniques and Applications, Sponsorship Strategies and Planning Studies, Group Work and Project Development, Case Studies and Problem Solving. |
| 6 | Sports marketing mix: Product development and pricing strategies | Lecture and Discussion, Marketing Research Techniques and Applications, Sponsorship Strategies and Planning Studies, Group Work and Project Development, Case Studies and Problem Solving. |
| 7 | Distribution and promotion strategies: Media and public relations practices | Lecture and Discussion, Marketing Research Techniques and Applications, Sponsorship Strategies and Planning Studies, Group Work and Project Development, Case Studies and Problem Solving. |
| 8 | mid-term exam | |
| 9 | Types of sponsorship: Sponsorship practices in the sports industry | Lecture and Discussion, Marketing Research Techniques and Applications, Sponsorship Strategies and Planning Studies, Group Work and Project Development, Case Studies and Problem Solving. |
| 10 | Planning and managing sponsorship agreements | Lecture and Discussion, Marketing Research Techniques and Applications, Sponsorship Strategies and Planning Studies, Group Work and Project Development, Case Studies and Problem Solving. |
| 11 | Sponsorship effectiveness: Measurement and evaluation methods | Lecture and Discussion, Marketing Research Techniques and Applications, Sponsorship Strategies and Planning Studies, Group Work and Project Development, Case Studies and Problem Solving. |
| 12 | Role of sports media and public relations strategies | Lecture and Discussion, Marketing Research Techniques and Applications, Sponsorship Strategies and Planning Studies, Group Work and Project Development, Case Studies and Problem Solving. |
| 13 | Ethical principles and legal regulations in sports marketing | Lecture and Discussion, Marketing Research Techniques and Applications, Sponsorship Strategies and Planning Studies, Group Work and Project Development, Case Studies and Problem Solving. |
| 14 | Practical project presentations: Sports marketing and sponsorship strategies | Lecture and Discussion, Marketing Research Techniques and Applications, Sponsorship Strategies and Planning Studies, Group Work and Project Development, Case Studies and Problem Solving. |
| 15 | General review and discussions | Lecture and Discussion, Marketing Research Techniques and Applications, Sponsorship Strategies and Planning Studies, Group Work and Project Development, Case Studies and Problem Solving. |
| 16 | final exam | |
| Recommend Course Book / Supplementary Book/Reading | ||
| 1 | Argan, M., & Katırcı, H. (2020). Spor pazarlaması: Kuram ve uygulama. Detay Yayıncılık. | |
| Required Course instruments and materials | ||
| Computer, projector, and PowerPoint presentations, Sample documents of sponsorship agreements and sports marketing campaigns, Target audience analysis and market segmentation templates specific to the sports industry, Video examples and case studies on sponsorship activation, Group activity forms for developing and presenting marketing strategies, | ||
| Assessment Methods | |||
| Type of Assessment | Week | Hours | Weight(%) |
| mid-term exam | 8 | 1 | 40 |
| Other assessment methods | |||
| 1.Oral Examination | |||
| 2.Quiz | |||
| 3.Laboratory exam | |||
| 4.Presentation | |||
| 5.Report | |||
| 6.Workshop | |||
| 7.Performance Project | |||
| 8.Term Paper | |||
| 9.Project | |||
| final exam | 16 | 1 | 60 |
| Student Work Load | |||
| Type of Work | Weekly Hours | Number of Weeks | Work Load |
| Weekly Course Hours (Theoretical+Practice) | 3 | 14 | 42 |
| Outside Class | |||
| a) Reading | 10 | 2 | 20 |
| b) Search in internet/Library | 10 | 2 | 20 |
| c) Performance Project | 10 | 1 | 10 |
| d) Prepare a workshop/Presentation/Report | 0 | ||
| e) Term paper/Project | 0 | ||
| Oral Examination | 0 | ||
| Quiz | 0 | ||
| Laboratory exam | 0 | ||
| Own study for mid-term exam | 9 | 1 | 9 |
| mid-term exam | 1 | 1 | 1 |
| Own study for final exam | 14 | 4 | 56 |
| final exam | 1 | 1 | 1 |
| 0 | |||
| 0 | |||
| Total work load; | 159 | ||