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Information
| Unit | FACULTY OF SPORT SCIENCES |
| SPORTS MANAGEMENT PR. | |
| Code | SYBZ303 |
| Name | Sports Marketing |
| Term | 2026-2027 Academic Year |
| Semester | 5. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Belirsiz |
| Type | Normal |
| Label | C Compulsory |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Dr. Öğr. Üyesi Mehmet METİN |
| Course Instructor |
The current term course schedule has not been prepared yet.
|
Course Goal / Objective
The aim of this course is to explain the concepts of sports industry, sports product, sports consumer and sports marketing from the perspective of marketing communication.
Course Content
To discuss the marketing communication, branding in sports and the future of sports marketing.
Course Precondition
none
Resources
Argan M., Katırcı H. (2002). Spor Pazarlaması, Nobel Yayın Dağıtım
Notes
Aaron C. T. Smith , Bob Stewart (2015) Introduction to Sport Marketing, Routledge
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explains and applies fundamental theories of sports marketing. |
| LO02 | Plans, manages, and evaluates marketing for sports institutions, facilities, and organizations. |
| LO03 | Compares national and international sports marketing structures and thinks strategically. |
| LO04 | Uses information technologies effectively in sports marketing and adapts to digitalization. |
| LO05 | Communicates effectively in written and spoken forms in sports marketing, and works in teams. |
| LO06 | Develops sustainable sports marketing policies with ethical, social, and cultural sensitivity. |
| LO07 | Demonstrates entrepreneurship, creativity, and leadership in sports marketing, and produces solutions under changing conditions. |
| LO08 | Relates theory to field applications, improves professional competence, and engages in lifelong learning. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Defines information about management, leadership theories and concepts, sports organizations, problems, policies and historical processes in the field of sports management. | 3 |
| PLO02 | Beceriler - Bilişsel, Uygulamalı | Plans the knowledge and skill processes related to the field of sports management. | 3 |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Supervises the management processes regarding sports facilities and technologies. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Conducts internal and external environmental audits of sports organizations. | 2 |
| PLO05 | Yetkinlikler - Alana Özgü Yetkinlik | It adopts the use of sports culture, philosophy, organizational culture and ethical values in managerial processes. | |
| PLO06 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Determines organizational goals, objectives and strategies in the working environment. | 2 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Plans the technical, tactical and managerial skills processes of sports branches. | |
| PLO08 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Implements the management functions of the institution and regulates its relations with its stakeholders. | 2 |
| PLO09 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Accesses information in the field of sports management and analyzes it using critical thinking skills. | |
| PLO10 | Bilgi - Kuramsal, Olgusal | Explains information about general human anatomy, physiology and nutrition. | |
| PLO11 | Yetkinlikler - Alana Özgü Yetkinlik | By implementing the management functions of the institution, it analyzes and effectively manages its relations with its stakeholders. | |
| PLO12 | Yetkinlikler - Alana Özgü Yetkinlik | Plans and manages sports organizations and events. | 2 |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Organizes and implements projects/activities for sports institutions with a sense of social responsibility. | 2 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Basic concepts of marketing; development stages of marketing; marketing functions | Literature review | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 2 | Decision making in marketing; marketing planning; marketing management process; environmental conditions of marketing; internal and external conditions; general environmental conditions; buying behavior | Literature review | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 3 | Target market decisions; decisions regarding marketing mix elements; product decisions, price decisions, distribution decisions, promotion decisions | Literature review | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 4 | Advertising and sponsorship | Literature review | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 5 | Control of marketing activities, developments in marketing understanding, elements of modern marketing understanding | Literature review | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 6 | Pricing Strategies in Sports | Literature review | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 7 | Competitive marketing strategies, consumer behavior | Literature review | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 8 | Mid-Term Exam | Application | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Public Relations in Sports Marketing | Literature review | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 10 | Promotion in Sports | Literature review | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 11 | Sports marketing in terms of social marketing, features of sports services | Literature review | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 12 | Factors affecting sports demand | Literature review | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 13 | Coordination and Control of Marketing Mix | Literature review | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 14 | Marketing strategies in crisis situations, Crisis communication and crisis management, Image protection and restoration | Literature review | Öğretim Yöntemleri: Soru-Cevap, Tartışma |
| 15 | General review and discussion | Literature review | Öğretim Yöntemleri: Soru-Cevap, Tartışma |
| 16 | Term Exams | Application | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Application | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 2 | 28 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 1 | 3 | 3 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 15 | 15 |
| Final Exam | 1 | 20 | 20 |
| Total Workload (Hour) | 94 | ||
| Total Workload / 25 (h) | 3,76 | ||
| ECTS | 4 ECTS | ||