Örebro University School of Business

Course Syllabus

General aims for first cycle education

First-cycle courses and study programmes shall develop:
- the ability of students to make independent and critical assessments
- the ability of students to identify, formulate and solve problems autonomously, and
- the preparedness of students to deal with changes in working life.

In addition to knowledge and skills in their field of study, students shall develop the ability to:
- gather and interpret information at a scholarly level
- stay abreast of the development of knowledge, and
- communicate their knowledge to others, including those who lack specialist knowledge in the field.

(Higher Education Act, Chapter 1, Section 8)

Knowledge and Understanding

After the completion of the course, the student should, within the context of sports marketing and marketing of non-sporting events (for example concerts), be able to give an account of, and discuss:
- the profit and nonprofit background and organization of sports, sport events and non-sporting events, as well as current trends
- the necessary theoretical and analytical concepts relevant to the field
- the difference between the use of sports, teams and events for marketing, and the use of marketing of sports, teams and events
- demands of various stakeholders (for example, participants, event organizers, media, fans and sponsors) in elite and recreational sport, as well as in for example music festivals and other non-sporting events, and how they can be accessed
- how marketer-controlled channels, PR/media and social networks are tools for branding operations promoting sports, teams, celebrities and events
- the importance of sponsorships and endorsements and identify corporate objectives that can be achieved through these.

Competence and Skills

After the completion of the course, the student should be able to:
- segment and plan for marketing operations that target objectives of multiple stakeholders
- apply the concept of brands in sport, and in sporting and non-sporting events, and appreciate the consequences of brand equity, as well as plan, organize, carry out and systematically evaluate an sport and/or event brand communication campaign
- develop a sponsorship and endorsement program of a sport product, or a non-sporting event (for example a music festival).

Judgment and Approach

After the completion of the course, the student should be able to:
- demonstrate the ability to identify marketing problems in the world of sport and in non-sporting events, respectively, with support from the literature, and the need for further knowledge
- demonstrate skills to critically evaluate, and systematically learn from, the marketing operations in the sporting and event industries
- critically assess both the sponsors' and sponsorees' perspective in marketing of products through sports and events, as well as, to demonstrate awareness of ethical aspects of sponsorships and endorsements.

The course will deal with the following:

- The environment of sport and events at the intersection of profit and nonprofit, and how the context-specific aspects and trends of marketing and business functions in sport can be analyzed. It involves analyzing the spectrum of sport/event products and the critical roles of various stakeholders (for example, athletes, event organizers, media, fans and sponsors).
- How to deal with segmentation, targeting and communication operations in relation to various stakeholders
- Creating a brand (of for example an individual, a team, or a sporting/non-sporting event); involves strategies for planning and telling a brand story via relevant marketing channels (marketer-controlled channels, PR/media, and social networks).
- Sponsorship-linked marketing intended to create win-win benefits to sponsors and sponsorees.

Learning and knowledge-transferring is conducted in lectures and case study-oriented workshops, as well as from reading the course literature:
- Lectures where the teacher introduces and organizes the subjects based on the course literature and relevant examples.
- Workshops where cases and student projects are reported, analyzed and discussed.

Students who have been admitted to and registered on a course have the right to receive tuition and/or supervision for the duration of the time period specified for the particular course to which they were accepted (see, the university's admission regulations (in Swedish)). After that, the right to receive tuition and/or supervision expires.

For further information, see the university's local examination regulations (in Swedish).

According to the Higher Education Ordinance, Chapter 6, Section 18, a grade is to be awarded on the completion of a course, unless otherwise prescribed by the university. The university may prescribe which grading system shall apply. The grade is to be determined by a teacher specifically appointed by the university (an examiner).

According to regulations on grading systems for first- and second-cycle education (vice-chancellor's decision 2010-10-19, reg. no. CF 12-540/2010), one of the following grades is to be used: fail, pass, or pass with distinction. The vice-chancellor or a person appointed by the vice-chancellor may decide on exceptions from this provision for a specific course, if there are special reasons.

Grades used on course are Fail (U), Pass (G) or Pass with Distinction (VG).

FINAL GRADE
The final grade will be translated into the ECTS grading scale.

The final grade for the course is based on the grade of the written examination, and will be awarded assuming all other course requirements are completed with a Pass.

For further information, see the university's local examination regulations (in Swedish).

Standard university admission requirements.

For further information, see the university's admission regulations (in Swedish).

Students who have previously completed higher education or other activities are, in accordance with the Higher Education Ordinance, entitled to have these credited towards the current programme, providing that the previous studies or activities meet certain criteria.

For further information, see the university's local credit transfer regulations (in Swedish).

The individual written examination can be written in English or Swedish. All other submissions and presentations are to be made in English.

Remaining tasks should be completed as soon as possible according to the teacher's instructions.


Reading List and Other Teaching Materials

Required Reading

Additional literature: Case reports, book chapters on non-sporting events, news articles, research papers and periodicals (up to 400 pages)
Ytterligare litteratur: Case och bokkapitel om event som inte är sportrelaterade samt nyhetsartiklar, forskningsartiklar och tidskrifter (upp till 400 sidor)

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