Veidlapa Nr. M-3 (8)
Study Course Description
Sports and Fitness Marketing
Course Code
LSPA_060
Branch of Science
Health sciences
ECTS
2.00
Target Audience
Sports Trainer
LQF
Level 6
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Aleksandra Ķeizāne
Structure Unit Manager
Uģis Ciematnieks
Structural Unit
Department of Sports Theory
Contacts
LSPA, Brīvības gatve 333, Riga, LV-1006
About Study Course
Objective
To provide the possibility to master theoretical knowledge and develop practical skills in sports and fitness marketing to be able to manage marketing of a sports and fitness organisation.
Preliminary Knowledge
Study courses – management theory, basics of business – have been mastered.
Learning Outcomes
Knowledge
1.Will know and will be able to use: 1. Nature of marketing and its basic elements – product, price, location, market promotion. 2. Specifics of sports and fitness marketing. 3. Market behaviour and consumer’s decision making process.
Skills
1.4. To determine the sports/fitness product and the necessary actions to promote it in the market. 5. To develop a marketing plan for the sports/fitness product.
Competences
1.6. To identify and evaluate sports marketing activities 7. To analyse marketing concepts of sports organisations/fitness clubs. 8. To determine consumer behaviour in the sports and fitness marketing market.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Task/requirements:
Theory of sports marketing;
Structuring of sports organisation products;
Defining marketing activities to build customer loyalty;
Development of a sports/fitness marketing plan;
Written examination of the study course;
Individual development dynamics.
|
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
10 points
|
|
There are differentiated requirements for a student to get a successful assessment: independent learning of the student; attitude towards education, development dynamics; active participation in seminars; written examination of the study course. A written examination may be taken only after a positive assessment has been obtained in the seminar and independent learning. For mastering the study course, the student receives a differentiated assessment in a 10-point grading system. To get a positive assessment for the study course, the total assessment should sum up to at least 4. The student receives assessment by summing up the number of points, assessing knowledge, skills and competences in the performance of individual tasks (independent works, productive activity during seminars, examination), attitude and student’s individual development dynamics. Practical work – 3 points; Seminar – 3 points; Written examination of the study course – 20 points; Individual development dynamics – 2 points; 2 points – systematically upward; 1 point – episodic. |
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Nature of marketing. Marketing in the field of sport.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Nature of marketing. Marketing in the field of sport.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Product, analysis of product elements, classification in a sports and fitness company.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Product, analysis of product elements, classification in a sports and fitness company.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Pricing policy and strategy
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Pricing policy and strategy
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Product distribution point and distribution channels
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Product distribution point and distribution channels
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Promotional processes for product sales. Sports and fitness brand
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Promotional processes for product sales. Sports and fitness brand
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Consumer and their behaviour in the sports and fitness market. Consumer’s decision-making process
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Consumer and their behaviour in the sports and fitness market. Consumer’s decision-making process
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Role of market research in the strategic decision-making process in marketing
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Role of market research in the strategic decision-making process in marketing
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Role of market research in the strategic decision-making process in marketing
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Market research process and practical application. Qualitative and quantitative studies. Market segmentation
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Market research process and practical application. Qualitative and quantitative studies. Market segmentation
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Market research process and practical application. Qualitative and quantitative studies. Market segmentation
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Marketing plan in sports and fitness.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Marketing plan in sports and fitness.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Marketing plan in sports and fitness.
|
Total ECTS (Creditpoints):
2.00
Contact hours:
42 Academic Hours
Final Examination:
Exam
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Nature of marketing. Marketing in the field of sport.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Product, analysis of product elements, classification in a sports and fitness company.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Pricing policy and strategy
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Product distribution point and distribution channels
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Promotional processes for product sales. Sports and fitness brand
|
Total ECTS (Creditpoints):
1.00
Contact hours:
10 Academic Hours
Final Examination:
Test (Semester)
Part 2
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Consumer and their behaviour in the sports and fitness market. Consumer’s decision-making process
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Role of market research in the strategic decision-making process in marketing
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Market research process and practical application. Qualitative and quantitative studies. Market segmentation
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Market research process and practical application. Qualitative and quantitative studies. Market segmentation
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Marketing plan in sports and fitness.
|
Total ECTS (Creditpoints):
1.00
Contact hours:
10 Academic Hours
Final Examination:
Exam
Bibliography
Required Reading
1.
Andrew D., Pedersen P.M., McEvoy C.D. Research methods and design in sport management. Champaign: Human Kinetics, 2020.Suitable for English stream
2.
Kotlers F. Mārketinga pamati. Rīga: Jumava, 2006. (akceptējams izdevums)
3.
Praude V. Mārketings. Rīga, 2011. (akceptējams izdevums)
4.
Lovelock Ch. & Wright L. Principles of Service Marketing and Management. Prentice Hall, 2001. (akceptējams izdevums)Suitable for English stream
5.
Mullin B.J. Sport marketing. Human Kinetics, 2014.Suitable for English stream
6.
Tharett S.J. Fitness management. Healthy learning, 2017.Suitable for English stream
7.
Pedersen P.M., Thibault L. Contemporary Sport Management. Champaign: Human Kinetics, 2014.Suitable for English stream
Additional Reading
1.
Kazaka O. Pirmā PR grāmata. Trendsetter Publishing, 2019.
2.
Olivera S. Sabiedrisko attiecību stratēģija. Rīga: SIA “Lietišķās informācijas dienests”, 2009.
3.
O’Reilijs D. Darījumu attiecības ar pircējiem. Veiksmīga pārdošana un mārketings organizētajā tirgū. Biznesa augstskola Turība, 2001.
4.
Praude V. Integrētā mārketinga komunikācija. Rīga: Burtene, 2015
Other Information Sources
1.
IZM
2.
Olimpiade