Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| SPORTS MARKETING | - | Spring Semester | 2+0 | 2 | 4 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Short Cycle (Associate's Degree) |
| Course Type | Required |
| Course Coordinator | Lect. Ayten GÜNEŞ ÇELİK |
| Name of Lecturer(s) | Lect. Serkan ALPYAGIL |
| Assistant(s) | |
| Aim | To provide knowledge and skills regarding the management of marketing activities through sports |
| Course Content | This course contains; Marketing Concept and Market Types and Basic Functions,Changes and Developments in Marketing Understanding,Marketing Mix, Market Segmentation, Market Positioning,The Concept of Sports Marketing ,Sunday Sunday Research in sports and analysis of Attractive Market Opportunities,Market Segmentation in Sports Services,Target Market Selection and Positioning in Sports Services,Application of Service Marketing and Marketing Methods in Sports Enterprises,Application Examples of Marketing Methods in Sports Enterprises,Sponsorship and Branding Methods in Sports ,Marketing Through Athletes and Their Characteristics ,Design Studies for Sports Marketing ,Student Project Presentation Campaign Planning in Sports Sector,Student Project Presentation Campaign Execution Strategy in Sports Sector. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1.1.Defines the concept of marketing and its fundamental functions. | ||
| 1.2.Explains market segmentation and positioning. | ||
| 1.3.Defines what sports marketing is and its fundamental concepts. | ||
| 2.1.Understands changes and developments in the marketing approach. | ||
| 2.2.Grasps the concept of the marketing mix. | ||
| 2.3.Understands how sports marketing differs. | ||
| 3.1.Conducts market research and analyzes attractive market opportunities. | ||
| 3.2.Performs market segmentation and target market selection for sports services. | ||
| 3.3.Applies service marketing and marketing methods in sports businesses. | ||
| 3.4.Examines sponsorship and branding methods theoretically and through practical student projects. | ||
| 4.1.Analyzes marketing strategies through athletes. | ||
| 4.2.Examines design work related to sports marketing. | ||
| 4.3.Evaluates campaign planning and execution strategies. | ||
| 5.1.Evaluates campaign planning and execution strategies in the sports sector through projects. | ||
| 5.2.Develops and interprets their own strategies in the field of sports marketing. | ||
| 1. Will be able to explain the definition of marketing and sports marketing and related basic concepts. | A | |
| 2. Will be able to understand the historical development, application processes and functions of marketing and sports marketing. | A | |
| 3. Will be able to practically apply the basic applications of sports marketing. | F, H | |
| 4. Will be able to evaluate and explain strategies and sample applications in the field of sports marketing. | 19 | |
| 5. Will be able to evaluate all processes and changes related to sports marketing and develop strategies. | 10, 19 |
| Teaching Methods: | 10: Discussion Method, 19: Brainstorming Technique |
| Assessment Methods: | A: Traditional Written Exam, F: Project Task, H: Performance Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Marketing Concept and Market Types and Basic Functions | |
| 2 | Changes and Developments in Marketing Understanding | |
| 3 | Marketing Mix, Market Segmentation, Market Positioning | |
| 4 | The Concept of Sports Marketing | |
| 5 | Sunday Sunday Research in sports and analysis of Attractive Market Opportunities | |
| 6 | Market Segmentation in Sports Services | |
| 7 | Target Market Selection and Positioning in Sports Services | |
| 8 | Application of Service Marketing and Marketing Methods in Sports Enterprises | |
| 9 | Application Examples of Marketing Methods in Sports Enterprises | |
| 10 | Sponsorship and Branding Methods in Sports | |
| 11 | Marketing Through Athletes and Their Characteristics | |
| 12 | Design Studies for Sports Marketing | |
| 13 | Student Project Presentation Campaign Planning in Sports Sector | |
| 14 | Student Project Presentation Campaign Execution Strategy in Sports Sector |
| Resources |
| -Argan, M. & Katırcı, H. (2008).Sports Marketing. Nobel Publishing Distribution. Ankara. -Bridgewater, S. (2012). Football Brands. (Translated by: Aydeniz L.) Brandaga Publications. Istanbul. -Rein, I., Kotler, P., Shields, B. (2007). Here are the Fans, Here are Marketing, MediaCat. Istanbul. -Serarslan, M. Z. (2009). Football Marketing. TFF FGM Football Education Publications. Istanbul. -Varinli, I. (2008). New Approaches in Marketing. Detay Publishing. Ankara |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Has sufficient institutional and applied knowledge about Sports Management | X | |||||
| 2 | Has a high level of understanding of knowledge, skills and values related to the management of fields related to Sports Management | X | |||||
| 3 | Knows the sports-specific legal regulations, has the knowledge of occupational standards in the field and the problems of the related fields | ||||||
| 4 | Has the theoretical equipment to establish a relationship between Sports Management and different discipline | X | |||||
| 5 | Has the ability to know and apply the financial management principles and methods required to effectively manage a sports facility | X | |||||
| 6 | Has the ability to develop innovative solution proposals and make decisions regarding the problems they encounter in sports management and sports marketing | X | |||||
| 7 | Has the ability to plan, implement and evaluate sports and sports-related organizations | X | |||||
| 8 | It has the knowledge and equipment to fulfill its responsibilities in the field of sports law, to follow the relevant legislation and to use it when necessary | ||||||
| 9 | Has the ability to follow the entire process of an enterprise in the field of sports management, to establish a working team and to organize its employees and carry out the activities of the enterprise with teamwork | X | |||||
| 10 | Has the ability to take responsibility, make independent decisions and use initiative in sports-specific areas | ||||||
| 11 | Knows the importance of lifelong learning, has the ability to follow and evaluate the changes related to sports fields | ||||||
| 12 | has the perspective of comparing the basic level of knowledge and skills she has acquired about the functions carried out in a business in general with the situations that encounters in business life and to include her experiences in the learning process | X | |||||
| 13 | Plans processes related to professional development and has the ability to apply this feature | ||||||
| 14 | Has the ability to use information and communication technology tools and other professional tools and techniques | ||||||
| 15 | Makes written and oral presentations in front of the crowd by using professional and individual communication skills in the most effective way | ||||||
| 16 | Expresses knowledge in a clear and concise manner, verbally and in writing, for the acquisition of sports ethics and culture, the adoption of the philosophy of Olympism and its dissemination to the society | ||||||
| 17 | Informs the relevant people and institutions on the issues related to the field of sports management sciences, conveys their thoughts and solutions to the problems verbally and in writing, and helps those who want to have information with their advice and suggestions in every environment | ||||||
| 18 | It can use software and hardware developed by information technologies specific to the sports field and helps those who want to learn | ||||||
| 19 | Acts in accordance with the rules and professional ethical rules regarding personal responsibilities in sports management processes | ||||||
| 20 | Being aware of the need to adopt a quality-oriented approach, social justice, public health, environmental protection, occupational health and safety etc. Knows that should observe the issues and gives place in practices | ||||||
| 21 | Observes fundamental rights and freedoms in international and national sports organizations, acts sensitively to different cultures, shows tolerance and respect | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 2 | 28 | |||
| Guided Problem Solving | 4 | 5 | 20 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 3 | 3 | 9 | |||
| Term Project | 0 | 0 | 0 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 16 | 16 | |||
| General Exam | 1 | 32 | 32 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 105 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(105/30) | 4 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| SPORTS MARKETING | - | Spring Semester | 2+0 | 2 | 4 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Short Cycle (Associate's Degree) |
| Course Type | Required |
| Course Coordinator | Lect. Ayten GÜNEŞ ÇELİK |
| Name of Lecturer(s) | Lect. Serkan ALPYAGIL |
| Assistant(s) | |
| Aim | To provide knowledge and skills regarding the management of marketing activities through sports |
| Course Content | This course contains; Marketing Concept and Market Types and Basic Functions,Changes and Developments in Marketing Understanding,Marketing Mix, Market Segmentation, Market Positioning,The Concept of Sports Marketing ,Sunday Sunday Research in sports and analysis of Attractive Market Opportunities,Market Segmentation in Sports Services,Target Market Selection and Positioning in Sports Services,Application of Service Marketing and Marketing Methods in Sports Enterprises,Application Examples of Marketing Methods in Sports Enterprises,Sponsorship and Branding Methods in Sports ,Marketing Through Athletes and Their Characteristics ,Design Studies for Sports Marketing ,Student Project Presentation Campaign Planning in Sports Sector,Student Project Presentation Campaign Execution Strategy in Sports Sector. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1.1.Defines the concept of marketing and its fundamental functions. | ||
| 1.2.Explains market segmentation and positioning. | ||
| 1.3.Defines what sports marketing is and its fundamental concepts. | ||
| 2.1.Understands changes and developments in the marketing approach. | ||
| 2.2.Grasps the concept of the marketing mix. | ||
| 2.3.Understands how sports marketing differs. | ||
| 3.1.Conducts market research and analyzes attractive market opportunities. | ||
| 3.2.Performs market segmentation and target market selection for sports services. | ||
| 3.3.Applies service marketing and marketing methods in sports businesses. | ||
| 3.4.Examines sponsorship and branding methods theoretically and through practical student projects. | ||
| 4.1.Analyzes marketing strategies through athletes. | ||
| 4.2.Examines design work related to sports marketing. | ||
| 4.3.Evaluates campaign planning and execution strategies. | ||
| 5.1.Evaluates campaign planning and execution strategies in the sports sector through projects. | ||
| 5.2.Develops and interprets their own strategies in the field of sports marketing. | ||
| 1. Will be able to explain the definition of marketing and sports marketing and related basic concepts. | A | |
| 2. Will be able to understand the historical development, application processes and functions of marketing and sports marketing. | A | |
| 3. Will be able to practically apply the basic applications of sports marketing. | F, H | |
| 4. Will be able to evaluate and explain strategies and sample applications in the field of sports marketing. | 19 | |
| 5. Will be able to evaluate all processes and changes related to sports marketing and develop strategies. | 10, 19 |
| Teaching Methods: | 10: Discussion Method, 19: Brainstorming Technique |
| Assessment Methods: | A: Traditional Written Exam, F: Project Task, H: Performance Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Marketing Concept and Market Types and Basic Functions | |
| 2 | Changes and Developments in Marketing Understanding | |
| 3 | Marketing Mix, Market Segmentation, Market Positioning | |
| 4 | The Concept of Sports Marketing | |
| 5 | Sunday Sunday Research in sports and analysis of Attractive Market Opportunities | |
| 6 | Market Segmentation in Sports Services | |
| 7 | Target Market Selection and Positioning in Sports Services | |
| 8 | Application of Service Marketing and Marketing Methods in Sports Enterprises | |
| 9 | Application Examples of Marketing Methods in Sports Enterprises | |
| 10 | Sponsorship and Branding Methods in Sports | |
| 11 | Marketing Through Athletes and Their Characteristics | |
| 12 | Design Studies for Sports Marketing | |
| 13 | Student Project Presentation Campaign Planning in Sports Sector | |
| 14 | Student Project Presentation Campaign Execution Strategy in Sports Sector |
| Resources |
| -Argan, M. & Katırcı, H. (2008).Sports Marketing. Nobel Publishing Distribution. Ankara. -Bridgewater, S. (2012). Football Brands. (Translated by: Aydeniz L.) Brandaga Publications. Istanbul. -Rein, I., Kotler, P., Shields, B. (2007). Here are the Fans, Here are Marketing, MediaCat. Istanbul. -Serarslan, M. Z. (2009). Football Marketing. TFF FGM Football Education Publications. Istanbul. -Varinli, I. (2008). New Approaches in Marketing. Detay Publishing. Ankara |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Has sufficient institutional and applied knowledge about Sports Management | X | |||||
| 2 | Has a high level of understanding of knowledge, skills and values related to the management of fields related to Sports Management | X | |||||
| 3 | Knows the sports-specific legal regulations, has the knowledge of occupational standards in the field and the problems of the related fields | ||||||
| 4 | Has the theoretical equipment to establish a relationship between Sports Management and different discipline | X | |||||
| 5 | Has the ability to know and apply the financial management principles and methods required to effectively manage a sports facility | X | |||||
| 6 | Has the ability to develop innovative solution proposals and make decisions regarding the problems they encounter in sports management and sports marketing | X | |||||
| 7 | Has the ability to plan, implement and evaluate sports and sports-related organizations | X | |||||
| 8 | It has the knowledge and equipment to fulfill its responsibilities in the field of sports law, to follow the relevant legislation and to use it when necessary | ||||||
| 9 | Has the ability to follow the entire process of an enterprise in the field of sports management, to establish a working team and to organize its employees and carry out the activities of the enterprise with teamwork | X | |||||
| 10 | Has the ability to take responsibility, make independent decisions and use initiative in sports-specific areas | ||||||
| 11 | Knows the importance of lifelong learning, has the ability to follow and evaluate the changes related to sports fields | ||||||
| 12 | has the perspective of comparing the basic level of knowledge and skills she has acquired about the functions carried out in a business in general with the situations that encounters in business life and to include her experiences in the learning process | X | |||||
| 13 | Plans processes related to professional development and has the ability to apply this feature | ||||||
| 14 | Has the ability to use information and communication technology tools and other professional tools and techniques | ||||||
| 15 | Makes written and oral presentations in front of the crowd by using professional and individual communication skills in the most effective way | ||||||
| 16 | Expresses knowledge in a clear and concise manner, verbally and in writing, for the acquisition of sports ethics and culture, the adoption of the philosophy of Olympism and its dissemination to the society | ||||||
| 17 | Informs the relevant people and institutions on the issues related to the field of sports management sciences, conveys their thoughts and solutions to the problems verbally and in writing, and helps those who want to have information with their advice and suggestions in every environment | ||||||
| 18 | It can use software and hardware developed by information technologies specific to the sports field and helps those who want to learn | ||||||
| 19 | Acts in accordance with the rules and professional ethical rules regarding personal responsibilities in sports management processes | ||||||
| 20 | Being aware of the need to adopt a quality-oriented approach, social justice, public health, environmental protection, occupational health and safety etc. Knows that should observe the issues and gives place in practices | ||||||
| 21 | Observes fundamental rights and freedoms in international and national sports organizations, acts sensitively to different cultures, shows tolerance and respect | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |