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Lecturer(s)
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Březinová Monika, Ing. Ph.D.
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Krátký Zdeněk, Mgr.
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Course content
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Topics of lectures and seminars: 1. - 2. Introduction, basic concepts. 3. - 4. History of marketing in sports. 5. - 6. Sponsoring, definitions, incentives for the sponsor, types of sponsorship. 7. Merchandising and Licenses. 8. Television Rights. 9. Ambush marketing. 10. Problems of sports marketing. 11. - 12. Sport and economy. 13. Final lesson, outputs, testing Seminars: 1. Assignment of a project in the area of the problem to be solved. Acquaintance with project processing requirements. 2.-13. Presentation of individual projects and their evaluation in the form of a discussion.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming)
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Learning outcomes
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The aim of this course is to familiarize students with the basic concepts of marketing in sports, with individual tools and techniques that are most often used in this industry.
The student is oriented in general marketing.
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Prerequisites
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The student is oriented in general marketing.
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Assessment methods and criteria
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Written examination
Seminar: Elaboration of a project focusing on one of the areas of the solved problem, according to the student's choice. Examination in the form of a written test, minimum 50% passing rate required. Seminar, the condition is 80% active participation. Tools for ensuring the proper course of verification of learning outcomes: written test Fraud Prevention: Using software to detect plagiarism and monitor online exams. Online proctoring: Monitoring students during distance testing. Equal opportunities: Ensuring accessibility for students with specific needs, e.g. time adjustments or special aids.
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Recommended literature
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Jan Šíma, Josef Voráček, Daniel Opelík. Reklama a marketing ve sportu. Praha. 2023.
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Vilém Kunz. Sportovní marketing. 2018.
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