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    An introduction to the theory and practice of sports marketing, with particular emphasis on the New Zealand situation.

    Sports, recreation and leisure play a large part in people's lives, and as a consequence, it is a huge global industry that employs a large number of people and has a significant economic impact. The marketing of such activity has increasingly become a specialised field in its own right. The industry is growing rapidly following the global changes in lifestyle trends, and therefore, there are growing job opportunities for marketers in this field.

    About this paper

    Paper title Sports Marketing
    Subject Marketing
    EFTS 0.15
    Points 18 points
    Teaching period Semester 1 (On campus)
    Domestic Tuition Fees ( NZD ) $937.50
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    108 points
    Schedule C

    Teaching staff

    DrRob Thomson

    Teaching Arrangements
    Every week students must attend one 110-minute lecture and participate in one tutorial (50 minutes) when scheduled.

    Required Text: Shank, Matthew D. "Sports Marketing- A strategic perspective." Prentice Hall, Edition 6.

    Course outline
    View the course outline for MART 207
    Graduate Attributes Emphasised
    Global perspective, Lifelong learning, Communication, Critical thinking, Information literacy, Research, Self-motivation, Teamwork.
    View more information about Otago's graduate attributes.
    Learning Outcomes

    Students who successfully complete this paper will:

    • Be provided with an introduction to the theory and practice of sports marketing, with particular emphasis on the New Zealand situation
    • Look in detail at the unique features of sport and its marketing that require it to be considered as a separate field of study
    • Gain an understanding of the skills necessary to operate in the sports marketing industry
    • Have opportunities to develop written and oral communication skills
    • Have opportunities to research sources of information and to develop critical analysis skills
    • Build skills, experience and attitudes necessary for life beyond the university


    Semester 1

    Teaching method
    This paper is taught On Campus
    Learning management system


    Stream Days Times Weeks
    A1 Tuesday 12:00-12:50 16
    Tuesday 12:00-13:50 9-13, 15, 17-22


    Stream Days Times Weeks
    Attend one stream from
    A1 Wednesday 11:00-11:50 11, 15, 18-19
    A2 Wednesday 16:00-16:50 11, 15, 18-19
    A3 Thursday 12:00-12:50 11, 15, 18-19
    A4 Wednesday 15:00-15:50 11, 15, 18-19
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