- Docente: Daniele Rimini
- Credits: 4
- SSD: SECS-P/08
- Language: Italian
- Moduli: Daniele Rimini (Modulo 1) Giuseppe Cappiello (Modulo 2)
- Teaching Mode: Traditional lectures (Modulo 1) Traditional lectures (Modulo 2)
- Campus: Bologna
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Corso:
Second cycle degree programme (LM) in
Wellness and Sport Management (cod. 9214)
Also valid for First cycle degree programme (L) in Exercise and Sport Sciences (cod. 8512)
First cycle degree programme (L) in Exercise and Sport Sciences (cod. 8512)
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
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
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 November 17th.
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.
Office hours
See the website of Daniele Rimini
See the website of Giuseppe Cappiello