bk603 Sports Marketing

Faculty of Sports Studies
Autumn 2009
Extent and Intensity
8/16. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Dagmar Kudová, Ph.D. (lecturer)
Mgr. Bc. Oldřich Racek, Ph.D. (lecturer)
Olga Korvasová (assistant)
Guaranteed by
Ing. Dagmar Kudová, Ph.D.
Timetable of Seminar Groups
bk603/man_spm_s: Fri 25. 9. 8:00–10:00 K204, Fri 9. 10. 8:00–10:00 K112, Fri 23. 10. 9:00–11:00 K113, Fri 30. 10. 16:00–18:00 K112, Fri 4. 12. 13:40–15:40 K115, O. Racek
bk603/spm_p: Thu 17. 9. 13:30–15:30 pavilon B, schodiště B1, učebna 9.B, Fri 2. 10. 11:00–13:00 K113, Fri 20. 11. 15:40–17:00 pavilon B, schodiště B1, učebna 9.B, O. Racek
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
At the end of this course students will be able to:
Use basic methods of marketing research in sports environment
Use gained information about provisioning system of Czech Republic and how to obtain means in field of sport.
Use gained theoretical knowledge of sposoring, sport advertisment and merchandising
Syllabus
  • 1. Marketing – definition
  • 2. Marketing research: MIS, steps of makreting research, methods and techniques of marketing research, research of end user, process of purchasing behavior.
  • 3. Intakes of sports clubs
  • 4. Grant, grant from Municipal Badget, grant from County Budget, grant from state budget.
  • 5. Grant from EU
  • 6. Sponsoring
  • 7. Sport advertisment
  • 8.Merchendising
  • 9. Sport and purchsing behavior of the end users
  • 10. Sport trademark, sportsmen as trademark
Literature
  • VYSEKALOVÁ, Jitka and Jiří MIKEŠ. Reklama : jak dělat reklamu. 2., aktualiz. a rozš. vyd. Praha: Grada, 2007, 182 s. ISBN 9788024720012. info
  • VYSEKALOVÁ, Jitka. Marketing : pro střední školy a vyšší odborné školy. 1. vyd. Praha: Fortuna, 2006, 247 s. ISBN 8071689793. info
  • DVOŘÁKOVÁ, Šárka. Sportovní marketing. Brno: Masarykova Univerzita, 2005, 72 pp. ISBN 80-210-3901-9. info
  • VYSEKALOVÁ, Jitka. Psychologie spotřebitele : jak zákazníci nakupují. 1. vyd. Praha: Grada, 2004, 283 s. ISBN 8024703939. info
Teaching methods
The course occurs in forms of lectures and seminars
Assessment methods
Oral exam. Student needs to answer 3 questions. Only students who pass the reqirements below are allowed to apply for this exam:
90% attendance
Presentation of topic from sports marketing environment chosen during the occuring lectures
Handing in the term paper before the deadline.
Language of instruction
Czech
  • Enrolment Statistics (recent)
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