INTRODUCTION
Personal information
This course should be as practical as possible. To get a better idea about the students interest id like to ask everyone to introduce himself.
Tell me your
•occupation
•connection to sport
•expectations from this course.
Course outline
•29.10. Introduction
•30.10. Industry overview
•05.11. International approach
•06.11. Marketing overview
•12.11. Marketing research
•13.11. Segment, target and position
•19.11. Marketing information systems
•20.11. EXAM
Course Outline
•26.11. Marketing mix: Product
•27.11. Marketing mix: Pricing
•03.12. Marketing mix: Placing
•04.12. Marketing mix: Promotion
•10.12. Media relations
•11.12. Endorsement and sponsoring
•17.12. Licensing and logos
•18.12. FINAL EXAM
Procedure
•In every course i will introduce what schould be learned in the following session
•All questions in exam and final exam can be solved based on these questions given at the beginnig of each session
Exams
•The exams will take place on the 20.11. and on the 18.12.
•There will be 10 - 15 questions in every test
•Results will hopefully be published within one week depending on the translation time:-)
Literature used
•Pitts / Stotlar. Fundamentals of Sport Marketing. Virginia 2007
•Mullin / Hardy / Sutton. Sport Marketing (ed. 3). 2007
•Helitzer. The Dream Job. Ohio 1999
•McDonald / Milne. Cases in Sport Marketing. Sudbury 1999
•Pitts. Case Studies in Sport Marketing. Virginia 2003
•Shilbury / Quick / Westerbeek. Strategic Sport Marketing. Crows Nest 2003
•Milne / McDonald. Sport Marketing. Sudbury 1999
THE SPORT BUSINESS INDUSTRY
Questions
•What is the sport industry?
•What is sport business in contrast to sports business?
•What is sport management?
•Name factors that influence the growth and development of the sport industry.
•Describe the three main segments of the sport industry, give examples.
Industry
•An industry is a market in witch similar or closely related products are sold to buyers
•Products can be goods, services, people, places, or ideas
Sport Industry
•Sport industry is the market in which the business and products offered to its buyers are sport related and may be goods, services, people, or ideas
Product Examples in the Sport Industry
•Participation
•Entertainment
•Equipment and Apparel
•Promotional Items
•Sport Facilities
•Sport Marketing Research
•Management Services
„Sport“ and „Sports“
•„Sport“ - unlike „Sports“ describes any activity, experience or business enterprise focused on fitness, recreation, sports, sports tourism, or leisure
•„Sports“ describes a (limited) set of Sport activities such as „golf“, „soccer“, „basketball“ etc.
Sport Business
•The term Sport, as used in the field of sport business management and in relation to the sport business industry is a broad concept term used to denote all people, activities, businesses, and organizations involved in producing, facilitating, promoting, or organizing any activity, experience,or business enterprise focused on fitness, recreation, sports, sports tourism, or leisure
Sport Management
•Sport Management is the study and practice of all people, activities, businesses, or organizations involved in producing, facilitating promoting, or organizing any sport-related business or product
How important is the Sport Industry? Example:
How important is the Sport Industry? Example: Gate revenues, rights fees, merchandising, sponsorships
Factors influencing the Growth of the Sport Business Industry
•People
•Sports Activities and Events: Sports, Recreation, Fitness, Leisure, Sports Tourism
•Sporting Goods
•Facilities, Sports Medicine and Fitness Training
•Commercialization and Marketing of Sport
•Sport Industry Professional Service Businesses
•The Sport Industry, Media and Sport Media
•Sport Industry Education
Factor „People“
•Constant human interest in Sport and recreation
–Participant sports
–Equipment and apparel
–Spectator sports
–Social factor
Factor „People“
•Increase in sport business among the range of diverse market segments
–Geographical regions
–States
–Disabilities
–Religious affiliation
–Career profession
–Sexual orientation
–Political affiliation
–Race/National origin
–Age
Factor: „Activities and Events“
•Constant increase in the number of new and different sports, recreational, and fitness activities
–New trends and hypes
–Differentiation
–Constant development
–Use of sport events for marketing purposes
Factor: „Activities and Events“
•Consistent Growth in the Offering of Traditional Sports
–New organizational concepts
–Increase of time flexibility
–Increase of facilities
–Specialization on certain costumers
Factor: „Activities and Events“
•Constant increase in the number and type of professional level sport, fitness, and recreational activities
–Constant growth of „sportstainment“ events
–Growing market for testimonials
–Increase of media activities support sponsoring activities
Factor: „Activities and Events“
•Increase in sports-tourism and adventure-travel products
–Increasing number and diversity
–Increasing number of organized travel agents for participants
–Increasing number of spectator „packages“
Factor: „Sporting Goods“
•Increase in sporting goods an apparel designed for the diversity of markets and their demands
–Differentiation for consumer groups
–Differentiation in price and quality
–Value added products
Factor: „Sporting Goods“
•Influence of technology on sport-related goods, services and training
–High performance products push the limits of the possible
–Improvement of standard cloth and apparel make sport more convenient
–New business ideas as computer based assistance
Factor: „Facilities, Sports Medicine, and Fitness Training“
•Increase in the number and type of sports facilities and events
–Increased number of facilities increase the possibility for events
–Increasing number of multi purpose facilities make event planning more flexible
Factor: „Facilities, Sports Medicine, and Fitness Training“
•Constant increase in the amount and types of sports medicine and fitness training services
–Increase of special health care
–Affordable programs for semi-professionals
–Increasing age of athletes due to better health care
Factor: „Commercialization and Marketing of Sport“
•Packaging of sport as an entertainment product
–Convenience orientation
–„Before-“, and „after the show“ events
–Stretching the event to a full entertainment product
Factor: „Commercialization and Marketing of Sport“
•Increased marketing and marketing orientation in the sport business industry
–Sport is managed more business like
–Consumer orientation
–Rule changes to make sport marketable
Factor: „Commercialization and Marketing of Sport“
•Increased understanding and knowledge of consumers of the sport business industry
–Double impact of consumer studies
–Education programs
Factor: „Commercialization and Marketing of Sport“
•Growth of corporate sponsorship
–Image building
–More impact floor less money
–Specific group selection
–Agency work
Factor: „Commercialization and Marketing of Sport“
•Increased Endorsement
–Increasing range to non sport-related products
–Individual endorsement
–Team endorsement
–Full organization endorsement
Factor: „Commercialization and Marketing of Sport“
•Growth in importance of licensing and merchandising
–Increasing number of products
–Increasing need to protect sport-brands
–New strategies in league merchandising
Factor: „Sport Industry Professional Service Business“
•Extraordinary growth in service business for the sport industry
–Legal representation
–Finance services
–Consulting
–Research
–Marketing
–Agencies
Factor: „The sport industry, media, and sports media“
•Sport industry benefits of mass media exposure
–Television impact on sport awareness
–Increase in advertisement impact
–Sport channels
–Value added Internet services
Factor: „The sport industry, media, and sports media“
•Sports activities and events as a popular entertainment product
–Increasing number of spectators
–Family activity
–Public viewing
Factor: „The sport industry, media, and sports media“
•Constant increase in television and radio coverage
–Increasing broadcasting in public stations
–Increasing interest in featuring full championships
–Increasing pay TV activity
–Payment for broadcast time as a marketing tool for sports associations
Factor: „The sport industry, media, and sports media“
•Increased number and variety of magazines, trade magazines and academic journals devoted to sport
–Incredible variety on sports magazines
–Consumer education and encouraging
–Professional information for marketing and sport experts
–Increasing focus to sports in lifestyle magazines
–Increasing academic interest through publication
Factor: „The sport industry, media, and sports media“
•Internet and other new media
–Edutainment (Podcast)
–Distribution channel
–B2B activities
–Broadcasting events
Factor: „Sport Industry Education“
•Increase in sport and sport business education for executives, administrators, athletes, and other personnel
–Increase in categories of education fields
–Increasing number of education products
–Increasing number of organizations on the sport-education market
Factor: „Sport Industry Education“
•Increase in competency of sport business management professionals
–Increasing variety of undergraduate, graduate and doctoral programs
–Increasing number of international conferences
–Growing number of publications and research programs
Factor: „Sport Industry Education“
•Increased Prevalence of Sport management as an academic discipline and career
–Growing number of programs in
–Especially sport - management, - marketing, -economics
–Rate of unemployed graduates „Sport Economics and Sport Management“ program at German Sports University Cologne one year after graduating: <5%
Sport Industry Segment Model
Sport Industry Segment Model
Thank you!
•Don´t hesitate to ask questions
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