- Docente: Daniele Rimini
- Credits: 3
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Bologna
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Corso:
First cycle degree programme (L) in
Exercise and Sport Sciences (cod. 8512)
Also valid for First cycle degree programme (L) in Exercise and Sport Sciences (cod. 8512)
Second cycle degree programme (LM) in Wellness and Sport Management (cod. 9214)
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from Sep 30, 2022 to Dec 05, 2022
Learning outcomes
At the end of the course the student possesses the fundamental concepts of marketing, both as regards the analysis of consumer behavior and business strategy. In particular, the student will be able to understand competitive dynamics and market orientation. Regarding the operational tools, the student will be able to design the marketing activity using the main operational tools. Specific attention will be given to pricing, sponsorships and company communication in general.
Course contents
MODULE 1:
The sports market is becoming very complex and articulated, adding to the traditional technical-sporting activities communication and media activities that are increasingly relevant and necessary to differentiate and "attract" the public (practitioners and not). The course will take into consideration all the issues concerning marketing aimed at people (also called BtoC) and will be preparatory to the Advanced Marketing course (master's degree) in which marketing towards companies (BtoB) and the Public Administration (BtoP) will be addressed.
These are the main arguments:
- The sports scenario and the main types of sports marketing
- The supply and demand of sports to people
- The tools for analysis
- The marketing factors that generate the value proposition - Sports Product / Service, Prices, Communication, Distribution
MODULE 2:
Module 2 consists of a Seminar that will be held on October 18 from 2 pm to 7 pm at Aula 1 Complesso Unione – Via Azzo Gardino 33.
The seminar aims to frame this relationship within the International System and its relations, seeking feedback in the deepening of some recent specific case studies.
The Djokovic case: from No-Vax prophet to No-Visa hero
The attempt of the SuperLeague: the primatus politicae on marketing
The Olympics: new disciplines, anti-doping, exclusions. The "Eurovision" format in Sport
San Marino: the (geo-political) interest in being an eternal loser (sportsman).
Readings/Bibliography
Sergio Cherubini (2015)
Marketing e management dello sport
FRANCOANGELI
For the Marketing Course the first part of the text will be used (chapters 1-2-3, up to page 273) while the second part will be used for the Advanced Marketing Course (master's degree).
Teaching methods
Lectures and company testimonials.
Module 1 of Prof. Rimini (3cfu) will follow the indicated program.
Module 2 (1cfu) is aimed in particular at master's degree students who need additional credit and will take place with a seminar on October 18th.
Students unable to attend the seminar must deliver on the day of the exam a 3,000-character report (all inclusive) commenting on the case available in the teaching material on the online platform, or on page 120 of the textbook answering the questions indicated.
Assessment methods
Verification consists of a written exam.
The results will be published on Almaesami and recorded after one week.
Who does NOT accept the vote must immediately ask NOT to record the result.
• <18 insufficient
• 18-23 sufficient
• 24-27 good
• 28-30 great
• 30 and excellent praise
Office hours
See the website of Daniele Rimini