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Updated in [August 31st, 2023]

Skills and Knowledge:
1. Understanding of marketing and communications concepts in the sports industry.
2. Knowledge of how to motivate fans and followers of a sports organisation to engage with the organisation on social media.
3. Ability to conceptualise tactics that strengthen global viewing intention of a league with reference to the assessment of brand globalness and localness.
4. Ability to assess attitudes and consumption intentions towards women’s sports and derive appropriate marketing and communications tactics to increase the intention to watch a women’s sport event.
5. Understanding of how to encourage desired behavioural intentions via sports influencer marketing activities that stand on strong brand credibility and parasocial interaction.
6. Knowledge of how to incite desired behaviours through unscripted videos about a sports brand (i.e. sports documentary series and other online video content) based upon a thorough analysis of uses and gratifications.

Professional Growth:
This course contributes to professional growth by providing professionals and students with the opportunity to build and strengthen their sports marketing and branding skills. By learning the principles of marketing and branding in the context of sports organizations and brands, participants will be able to foster consumption intentions towards different sports products.
The course covers relevant marketing and communications concepts in the sports industry, introducing necessary theories and relevant applications for practitioners to learn how and why to implement specific activities. This knowledge will enable professionals to achieve set goals and improve their sports organization's marketing performance.
Specifically, the course covers topics such as driving fan engagement on social media, the effect of brand globalness on viewing intentions, women's sports and consumption intentions, influencer marketing and celebrity athletes, and the uses and gratifications of unscripted video series. By understanding and applying these concepts, professionals will be able to effectively engage fans, strengthen global viewing intentions, increase the intention to watch women's sports events, utilize influencer marketing, and create compelling unscripted video content.
Upon completion of the course, students will have gained valuable skills and knowledge that can be applied in their professional careers. They will know how to motivate fans and followers to engage with a sports organization on social media, conceptualize tactics to strengthen global viewing intentions, assess attitudes and consumption intentions towards women's sports, encourage desired behavioral intentions through influencer marketing, and incite desired behaviors through unscripted videos.
Overall, this course provides professionals with the tools and knowledge to excel in sports marketing and branding, contributing to their professional growth and success in the industry.

Further Education:
This course is suitable for preparing further education. It covers relevant marketing and communications concepts in the sports industry and provides practical applications for practitioners to improve their sports organization's marketing performance. It also teaches skills such as driving fan engagement on social media, understanding the effect of brand globalness on viewing intentions, assessing attitudes and consumption intentions towards women's sports, utilizing influencer marketing and celebrity athletes, and using unscripted video series for marketing purposes. These skills and knowledge can be valuable for further education in the field of sports marketing and branding.

Course Syllabus

Sports Marketing: Tactics to Drive Consumption Intentions