MKF3200 Sport marketing and sponsorship
Faculty of Business and Economics
MKF3200 Sport marketing and sponsorship is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2024 in Semester 1 at Caulfield. It needs (MKS1120, MKB1700, MKW1120, MKC1200 or MKF1120) and (MKF2111, MKS2402, MKB2703, MKW2402, MKC2110 or MKX2111).
- Credit points
- 6
- Offered in 2024
- Semester 1
- Caulfield
- Assessment
- Exam 40%
- and 1 other task
- Workload
- 144 hours
- per semester
This is the 2024 handbook entry. See the 2027 entry.
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Requisites
Before MKF3200
Prerequisites
Pass these before you enrol.
After MKF3200
No unit lists MKF3200 as a prerequisite in the 2024 handbook.
Overview
The unit introduces the omnipresence of sport in Australian society, the interconnectedness of sport and business, particularly marketing, and those factors that differentiate sport marketing from mainstream marketing. The unit will draw on the rapidly expanding body of literature on sport marketing and sponsorship. You will also be introduced to the most current marketing concepts and their relevance to sport marketing and sponsorship. You will develop an appreciation of sport sponsorship as a co-marketing alliance.
Offerings in 2024
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Caulfield | On campus |
Assessment
- Within semester assessment60%
- ExaminationThreshold hurdle40%
Learning outcomes
When you finish this unit, you should be able to:
- 1
discriminate between the marketing of sport properties, and the marketing through sport properties in the form of sponsorship and the implications for strategy development
- 2
critically assess the relevance of the contingency marketing planning framework for sport marketing
- 3
develop a fan profile based on level of team identification as an indication of fan loyalty
- 4
determine the role of sponsorship in marketing and in particular in marketing communication and branding strategy
- 5
critically analyse effective methods for evaluating sponsorship.
Workload and teaching
- Seminars6 hours
- Tutorials18 hours
- Teaching approachActive learning
- Teaching approachProblem-based learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
Contacts
- Chief Examiners
- Mr Peter Wagstaff
Common questions
What are the prerequisites for MKF3200?
You need (MKS1120, MKB1700, MKW1120, MKC1200 or MKF1120) and (MKF2111, MKS2402, MKB2703, MKW2402, MKC2110 or MKX2111) before you enrol.
When is MKF3200 offered?
In 2024, MKF3200 runs in Semester 1 at Caulfield.
How much work is MKF3200?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKF3200 have an exam?
Yes. The exam is worth 40% of the final mark, alongside 1 other task.