Course Title: Sport Marketing

Part A: Course Overview

Course Title: Sport Marketing

Credit Points: 12.00


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 2 2007,
Sem 2 2009,
Sem 2 2010,
Sem 2 2011,
Sem 2 2012,
Sem 2 2023

Course Coordinator: Dr Constantino Stavros

Course Coordinator Phone: +61 3 9925 5531

Course Coordinator Email:

Course Coordinator Location: Melbourne Campus Building 80 

Course Coordinator Availability: By appointment via email 

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study
008953 - Marketing Principles

Course Description

In this course marketing strategies are explored and applied to the connection of sport and business. A strategic sport marketing perspective is developed and related to the marketing actions of sport organisations at local and global levels, as well as considering those businesses and agencies undertaking marketing activities through an association with sport.

Objectives/Learning Outcomes/Capability Development


On successful completion of this course you will be able to:

  1. Identify the special features and characteristics of sport and relate these to marketing theory and practice.
  2. Differentiate between the various sport-business models that are prevalent globally, taking into account the various roles and functions sport plays in society so as to enable an appropriate foundation for strategic decision making.
  3. Evaluate and audit the marketing practices of sport-related offerings in both local and international contexts to provide a framework for strategic planning.
  4. Formulate appropriate marketing strategies for sporting organisations, associated stakeholders and related events, taking into consideration the specific nature of sport-related consumptive practices.
  5. Critically analyse existing and emerging issues for sport offerings from a contemporary marketing perspective.

Overview of Learning Activities

Learning activities will focus on the practical development of marketing skills related to the sport industry through the application of theoretical frameworks and contemporary practice. Activities will include: classes to deliver core underpinning knowledge; readings from various sources; classroom activities and assessable work to provide links between theory and application; participation in class discussions; presentation of work in various forms. 

Overview of Learning Resources

A wide variety of learning resources will be utilised including contemporary journals, readings, online sites and other materials. An important aspect of this course will be the use of the course website to facilitate a central repository for discussion, interaction and access to learning material.

Various learning resources are available online through myRMIT Studies\Blackboard. In addition to topic notes; assessment details and a study schedule you may also be provided with links to relevant online information; readings; audio and video clips and communication tools to facilitate collaboration with your peers and to share information.

Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT Library website.

Additional resources and/or sources to assist your learning will be identified by your course coordinator will be made available to you as required during the teaching period.

Overview of Assessment

The assessment alignment list below shows the assessment tasks against the learning outcomes they develop.

Assessment Task 1: 40%
Linked CLOs: 1, 2, 4 & 5
Assessment Task 2: 50%
Linked CLOs: 3, 4 & 5
Assessment 3: 10%
Linked CLOs: 1, 2 & 3

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.