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Sports and Fitness Marketing
Study Course Description
Course Description Statuss:Approved
Course Description Version:5.00
Study Course Accepted:01.11.2024 10:19:42
| Study Course Information | |||||||||
| Course Code: | LSPA_060 | LQF level: | Level 6 | ||||||
| Credit Points: | 1.33 | ECTS: | 2.00 | ||||||
| Branch of Science: | Sports Science | Target Audience: | Sports Trainer | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Aleksandra Ķeizāne | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Latvian Academy of Sport Education (LASE) | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | LSPA, Brīvības gatve 333, Riga, LV-1006 | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 3 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 6 | ||||
| Classes (count) | 18 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 36 | ||||
| Total Contact Hours | 42 | ||||||||
| Part-Time - Semester No.1 | |||||||||
| Lectures (count) | 3 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 6 | ||||
| Classes (count) | 8 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 16 | ||||
| Total Contact Hours | 22 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | Study courses – management theory, basics of business – have been mastered. | ||||||||
| Objective: | To provide the possibility to master theoretical knowledge and develop practical skills in sports and fitness marketing to be able to manage marketing of a sports and fitness organisation. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Nature of marketing. Marketing in the field of sport. | Lectures | 2.00 | other | |||||
| 2 | Product, analysis of product elements, classification in a sports and fitness company. | Lectures | 2.00 | other | |||||
| 3 | Pricing policy and strategy | Lectures | 3.00 | other | |||||
| 4 | Product distribution point and distribution channels | Lectures | 2.00 | other | |||||
| 5 | Promotional processes for product sales. Sports and fitness brand | Lectures | 1.50 | other | |||||
| Classes | 1.00 | other | |||||||
| 6 | Consumer and their behaviour in the sports and fitness market. Consumer’s decision-making process | Lectures | 1.50 | other | |||||
| Classes | 1.00 | other | |||||||
| 7 | Role of market research in the strategic decision-making process in marketing | Lectures | 2.00 | other | |||||
| 8 | Market research process and practical application. Qualitative and quantitative studies. Market segmentation | Lectures | 2.00 | other | |||||
| 9 | Marketing plan in sports and fitness. | Lectures | 2.00 | other | |||||
| Classes | 1.00 | other | |||||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Nature of marketing. Marketing in the field of sport. | Lectures | 1.00 | other | |||||
| 2 | Product, analysis of product elements, classification in a sports and fitness company. | Lectures | 1.00 | other | |||||
| 3 | Pricing policy and strategy | Lectures | 1.00 | other | |||||
| 4 | Product distribution point and distribution channels | Lectures | 1.00 | other | |||||
| 5 | Promotional processes for product sales. Sports and fitness brand | Lectures | 0.50 | other | |||||
| Classes | 0.50 | other | |||||||
| 6 | Consumer and their behaviour in the sports and fitness market. Consumer’s decision-making process | Lectures | 0.50 | other | |||||
| Classes | 0.50 | other | |||||||
| 7 | Role of market research in the strategic decision-making process in marketing | Lectures | 1.00 | other | |||||
| 8 | Market research process and practical application. Qualitative and quantitative studies. Market segmentation | Lectures | 1.00 | other | |||||
| 9 | Marketing plan in sports and fitness. | Lectures | 1.00 | other | |||||
| Classes | 2.00 | other | |||||||
| Assessment | |||||||||
| Unaided Work: | Task/requirements: Theory of sports marketing; Structuring of sports organisation products; Defining marketing activities to build customer loyalty; Development of a sports/fitness marketing plan; Written examination of the study course; Individual development dynamics. | ||||||||
| Assessment Criteria: | There are differentiated requirements for a student to get a successful assessment: independent learning of the student; attitude towards education, development dynamics; active participation in seminars; written examination of the study course. A written examination may be taken only after a positive assessment has been obtained in the seminar and independent learning. For mastering the study course, the student receives a differentiated assessment in a 10-point grading system. To get a positive assessment for the study course, the total assessment should sum up to at least 4. The student receives assessment by summing up the number of points, assessing knowledge, skills and competences in the performance of individual tasks (independent works, productive activity during seminars, examination), attitude and student’s individual development dynamics. Practical work – 3 points; Seminar – 3 points; Written examination of the study course – 20 points; Individual development dynamics – 2 points; 2 points – systematically upward; 1 point – episodic. | ||||||||
| Final Examination (Full-Time): | Exam | ||||||||
| Final Examination (Part-Time): | Exam | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | Will know and will be able to use: 1. Nature of marketing and its basic elements – product, price, location, market promotion. 2. Specifics of sports and fitness marketing. 3. Market behaviour and consumer’s decision making process. | ||||||||
| Skills: | 4. To determine the sports/fitness product and the necessary actions to promote it in the market. 5. To develop a marketing plan for the sports/fitness product. | ||||||||
| Competencies: | 6. To identify and evaluate sports marketing activities 7. To analyse marketing concepts of sports organisations/fitness clubs. 8. To determine consumer behaviour in the sports and fitness marketing market. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Andrew D., Pedersen P.M., McEvoy C.D. Research methods and design in sport management. Champaign: Human Kinetics, 2020. | ||||||||
| 2 | Kotlers F. Mārketinga pamati. Rīga: Jumava, 2006. (akceptējams izdevums) | ||||||||
| 3 | Praude V. Mārketings. Rīga, 2011. (akceptējams izdevums) | ||||||||
| 4 | Lovelock Ch. & Wright L. Principles of Service Marketing and Management. Prentice Hall, 2001. (akceptējams izdevums) | ||||||||
| 5 | Mullin B.J. Sport marketing. Human Kinetics, 2014. | ||||||||
| 6 | Tharett S.J. Fitness management. Healthy learning, 2017. | ||||||||
| 7 | Pedersen P.M., Thibault L. Contemporary Sport Management. Champaign: Human Kinetics, 2014. | ||||||||
| 8 | Ārvalstu studentiem/For international students: | ||||||||
| 9 | Andrew D., Pedersen P.M., McEvoy C.D. Research methods and design in sport management. Champaign: Human Kinetics, 2020. | ||||||||
| 10 | Lovelock Ch. & Wright L. Principles of Service Marketing and Management. Prentice Hall, 2001. (akceptējams izdevums) | ||||||||
| 11 | Mullin B.J. Sport marketing. Human Kinetics, 2014. | ||||||||
| 12 | Tharett S.J. Fitness management. Healthy learning, 2017. | ||||||||
| 13 | Pedersen P.M., Thibault L. Contemporary Sport Management. Champaign: Human Kinetics, 2014. | ||||||||
| Additional Reading | |||||||||
| 1 | Kazaka O. Pirmā PR grāmata. Trendsetter Publishing, 2019. | ||||||||
| 2 | Olivera S. Sabiedrisko attiecību stratēģija. Rīga: SIA “Lietišķās informācijas dienests”, 2009. | ||||||||
| 3 | O’Reilijs D. Darījumu attiecības ar pircējiem. Veiksmīga pārdošana un mārketings organizētajā tirgū. Biznesa augstskola Turība, 2001. | ||||||||
| 4 | Praude V. Integrētā mārketinga komunikācija. Rīga: Burtene, 2015 | ||||||||
| Other Information Sources | |||||||||
| 1 | IZM | ||||||||
| 2 | Olimpiade | ||||||||
