Sport is a business. As with most businesses, marketing has grown in significance in recent decades. One has only to think about the issues of tobacco advertising and Formula One motor racing, image rights, celebrity endorsement (and celebrity behaviour – think Tiger Woods), ambush marketing, the switch of rugby league to a summer sport or the ending of terrestrial TV coverage of test cricket in the UK to recognise the centrality of marketing in sport. From the FFA World Cup or the Olympics to the smallest local club, from elite athletes to community participation for health benefits, marketing has a major role to play. The current economic climate exacerbates this situation with a variety of concerns over costs, revenue, sponsorship etc.
The issues of sport marketing are of interest academically. Sport is a very different sector of the economy with very different interests and issues. Sport marketing is about playing, watching and consuming in a variety of ways. There is the live experience, the activity itself, but there is also an industry that promotes and writes about, as well as broadcasts, sport. Of all sectors of the economy, sport probably has the lowest percentage of costs paid for by actual first hand live consumers of the service/product. We are bombarded by sponsorship and advertising, but how much actually works? Whether you are an active athlete or a couch potato zapper, whether of mainstream sport or of alternative sports, marketing has an impact on you. How much of this impact do you understand? How much do you welcome? How should sport marketing be organised and controlled?
Requirement:
Mark Individual or Group Assignment
Job Requirement
- A PHD or Master's Degree in related discipline from a reputable university
- At least 2 years of relevant teaching experience at the tertiary level
- 5 years of relevant work experience will be an added advantage
- Familiar with various referencing styles, especially the Harvard Stirling University Referencing style
We regret that only shortlisted candidates will be notified.
We regret that only shortlisted candidates will be notified.
