体育市场营销学双语体育市场营销学双语教学大纲第一学期12 12教学纲.docx
《体育市场营销学双语体育市场营销学双语教学大纲第一学期12 12教学纲.docx》由会员分享,可在线阅读,更多相关《体育市场营销学双语体育市场营销学双语教学大纲第一学期12 12教学纲.docx(19页珍藏版)》请在冰豆网上搜索。
![体育市场营销学双语体育市场营销学双语教学大纲第一学期12 12教学纲.docx](https://file1.bdocx.com/fileroot1/2022-11/28/a921ea82-3010-4bf5-8e39-c476aaf0d720/a921ea82-3010-4bf5-8e39-c476aaf0d7201.gif)
体育市场营销学双语体育市场营销学双语教学大纲第一学期1212教学纲
《体育市场营销学》(双语)
课程教学大纲
课程编号:
10A52
制定单位:
体育学院
制定人(执笔人):
冯婧
制定(或修订)时间:
2016年8月25日
江西财经大学教务处
《体育管理学》(双语)课程教学大纲
一、课程总述
本课程大纲是以2014年社会体育专业人才培养方案为依据编制的。
课程名称
体育市场营销学(双语)
课程代码
10A52
课程性质
专业必修课
先修课程
体育管理学
总学时数
32
周学时数/学分
4(1-8周)
开课院系
体育学院
任课教师
冯婧
编 写 人
冯婧
编写时间
2016年8月
课程负责人
大纲主审人
使用教材
MatthewsD.Shank.SportsMarketing:
AStrategicPerspective.Routledge,2014,5thedition
教学参考资料
课程教学目的
本课程采用课堂讲授与讨论相结合的教学方法,主要目的在于介绍体育市场营销学相关概念以及领域,通过实际案例引导学生结合理论去思考问题,并启发学生对体育市场营销学领域的问题进行辩证的思考和分析,培养学生独立思考的能力和批判性思考的能力。
课程教学要求
1.严格要求:
教师严格贯彻教学大纲要求,熟悉相关教材,详细了解课程教学内容,编写教案,对学生要求复习教材,认真听课,做好笔记。
2.虚心学习:
教师要不断学习相关教材的理论知识,科学合理地运用与教学中,尽量做到教学内容生动、形象、丰富、幽默。
3.教学相长:
教与学要互动,充分调动学生的学习积极性,最大程度地挖掘学生的学习潜力,激发学生的学习潜能,教师一定要不断提高自己的综合素质,钻研教学,提高教学业务能力。
本课程的重点和难点
1.体育市场营销学相关概念
2.体育市场营销的具体方法和案例
课程考试
1.闭卷考试:
70%,试题主客观相结合,内容按照课时的比例分配
2.平时成绩:
30%,依照出勤情况、课堂表现和课外作业计算等。
二、教学时数分配
章目
教 学 内 容
教学时数分配
课堂讲授
实验(上机)
第一章
Introductionofthismodule
1.Modulerequirements
2.Whatismarketing?
3.Ifyouhaveachancetorunasportcompany,whatkindofproductwouldyouprefertomarket?
Orwhatcompanywouldyouliketorun?
2
第二章
Contingencyframeworkforstrategicsportsmarketing
(Externalcontingency)
1.Understandthecontingencyframeworkforstrategicsportsmarketing
2.Describethestrategicsportsmarketingprocess
3.Describeexternalcontingenciesandexplainhowtheyaffectthestrategicsportsmarketingprocess
4.Discusstheimportanceofmonitoringexternalcontingenciesandenvironmentalscanning
2
第三章
Contingencyframeworkforstrategicsportsmarketing
(Internalcontingency)
1.Describethemajorinternalcontingenciesandexplainhowtheyaffectthestrategicsportsmarketingprocess
2.ExplainandconductaSWOTanalysis
2
第四章
Researchtoolsforunderstandingsportsconsumers
1.Discusstheimportanceofmarketingresearchtosportsmarketers
2.Explainthefundamentalprocessforconductingsportsmarketingresearch
3.Identifythevariousresearchdesigntypes
4.Describetheprocessforquestionnairedevelopment
5.Understandhowtoprepareaneffectiveresearchreport
2
第五章
Understandingparticipantsasconsumers
1.Defineparticipantconsumptionbehavior
2.Explainthesimplifiedmodelofparticipantconsumptionbehavior
3.Describethepsychologicalfactorsthataffectparticipantdecisionmaking
4.Identifythevariousexternalfactorsinfluencingparticipantdecisionmaking
5.Describetheparticipantdecisionmakingprocess
6.Understandingthedifferenttypesofconsumerdecisionmaking
7.Discussthesituationalfactorsthatinfluenceparticipantdecisionmaking
2
第六章
Understandingspectatorsasconsumers
1.Understandthesimilaritiesanddifferencesbetweenspectatorsandparticipantmarkets
2.Describetheeightbasicfanmotivationfactors
3.Explainhowgameattractiveness,economicfactors,andcompetitivefactorsrelatetogameattendance
4.Describethedemographicprofileofspectatorsandexplainthechangingroleofwomenasspectators
5.Understandtherelationshipbetweenstadiumfactorsandgameattendance
6.Discussthecomponentsofthesportscapemodel
7.Describethemultiplevaluesofsporttothecommunity
8.Explainsportinvolvementfromaspectator’sperspective
9.Discussthemodeloffanidentification
2
第七章
Segmentation,targetingandpositioning
1.Discusstheimportanceofmarketselectiondecisions.
2.Comparethevariousbasesformarketingsegmentation.
3.Understandingtargetmarketingandtherequirementsofsuccessfultargetmarketing.
4.Describethepositioninganditsimportanceinthemarketselectiondecisions.
5.Constructaperceptualmap(感知图)todepictanysportsentity’spositioninthemarketplace.
2
第八章
Sportsproductconcepts&ManagingSportsProducts
1.Definesportsproductsanddifferentiatebetweengoodsandservices
2.Explainhowsportsproductsandservicesarecategorized
3.Definebrandinganddiscusstheguidelinesforchoosinganeffectivebrandname
4.Discussthebrandingprocessindetail
5.Identifythedimensionofservicequalityandgoodsquality
6.Defineproductdesignandexplainhowproductdesignisrelatedtoproductquality
4
第九章
Promotionconcepts
1.Identifythepromotionmixtools
2.Describetheelementsofthecommunicationprocess
3.Understandthepromotionplanningmodes
4.Comparetheadvantagesanddisadvantagesofthevariouspromotionalmixtools
5.Understandtheimportanceofintegratedmarketingcommunicationtosportsmarketers
2
第十章
PromotionMixElements
1.Describeeachelementofthepromotionmix,indetail
2.Understandthebasicprocessfordesigningasuccessfuladvertisingcampaign
3.Discussemergingformsofpromotion
4.Outlinethestrategicsellingprocessandexplainwhysportsmarketingshouldusethisprocess
5.Identifythevariousformsofpromotion
6.Specifytheimportanceofpublicorcommunityrelationstosportsmarketers
2
第十一章Sponsorshipprogram
1.Commentonthegrowingimportanceofsportssponsorshipsasapromotionmixelement
2.Designasponsorshipprogram
3.Understandthemajorsponsorshipobjectives
4.Provideexamplesofthevariouscostsofsponsorship
5.Identifythelevelsofthesportseventpyramid
6.Evaluatetheeffectivenessofsponsorshipprograms
2
第十二章
DistributionConcepts
1.Describethecoredistributionconceptsinsportsmarketing
2.Discussthevarioustypesofchannelsofdistribution
3.Explainthenatureofsportsretailinganddiscussthecurrentstateofthesportsretailingindustry.
4.Explorethemajorissuesinfacilitiesandstadiummanagementandmarketing
5.Understandtheroleofsportsmediainthedistributionprocess.
2
第十三章
PricingConceptsandstrategy
1.Explaintherelationshipamongprice,value,andbenefits
2.Understandtherelationshipbetweenpriceandothermarketingmixelements
3.Describehowcostsandorganizationalobjectivesaffectpricingdecisions
4.Explainhowthecompetitiveenvironmentinfluencespricingdecisions
5.Understandthecomponentsfordesigningasuccessfulpricingstrategy
6.Explainandapplythedifferentwaystoarriveatanapproximatepricelevel
2
第十四章
ImplementingandControllingtheStrategy
1.Describehowtheimplementationphaseofthestrategicsportsmarketingprocessfitswiththeplanningphase
2.Explaintheorganizationaldesignelementsthataffecttheimplementationphase.
3.Identifythegeneralcompetenciesandthemostimportantskillsthateffectivesportsmarketingmanagerspossess.
4.Describethebasiccharacteristicsoftotalqualitymarketing(TQM)programsandhowTQMmightbeimplementedinsportsorganizations
5.Identifysomeoftheguidelinesfordesigningrewardsystems
6.Definestrategiccontrolandhowthecontrolphaseofthestrategicsportsmarketingprocessfitswiththeimplementationphase.
7.Explainthedifferencesamongplanningassumptioncontrol,processcontrolandcontingencycontrol.
2
第十五章
Review
2
合计
32
三、单元教学目的、教学重难点和内容设置
第一章Introduction&EmergencyofSportsMarketing
【教学目的】
要求学生在学完此章后:
了解sportmarketing的定义,consumer-supplierrelationship的模型,以及体育产业的类型。
【教学难点】
consumer-supplierrelationship的模型
SportProduct/Service
【教学内容】
●Definesportsmarketinganddiscusshowthesportsindustryisrelatedtotheentertainmentindustry
●Discussthemodeloftheconsumer-supplierrelationshipinthesportsindustry
●Explainthedifferenttypesofsportsconsumers
●Discusstheelementsinthesportsmarketingmix
第二章Contingencyframeworkforstrategicsportsmarketing
【教学目的】
要求学生在学完此章后:
了解strategicsportsmarketing的Contingencyframework,包括external和internalcontingencies.
【教学难点】
Contingencyframeworkforstrategicsportsmarketing
【教学内容】
●Understandthecontingencyframeworkforstrategicsportsmarketing
●Describethestrategicsportsmarketingprocess
●Describeexternalcontingenciesandexplainhowtheyaffectthestrategicsportsmarketingprocess
●Discusstheimportanceofmonitoringexternalcontingenciesandenvironmentalscanning
第三章Internalcontingency
【教学目的】
要求学生在学完此章后:
了解Scopeofdecisionmakingandproblemsolving以及Techniquesforgroupdecision
【教学难点】
1.majorinternalcontingencies
2.SWOTanalysis
【教学内容】
3.Describethemajorinternalcontingenciesandexplainhowtheyaffectthestrategicsportsmarketingprocess
4.ExplainandconductaSWOTanalysis
第四章Researchtoolsforunderstandingsportsconsumers
【教学目的】
要求学生在学完此章后:
了解theimportanceofmarketingresearch,掌握theprocessforquestionnairedevelopment
【教学难点】
thefundamentalprocessforconductingsportsmarketingresearch
theprocessforquestionnairedevelopment
【教学内容】
1.Discusstheimportanceofmarketingresearchtosportsmarketers
2.Explainthefundamentalprocessforconductingsportsmarketingresearch
3.Identifythevariousresearchdesigntypes
4.Describetheprocessforquestionnairedevelopment
5.Understandhowtoprepareaneffectiveresearchreport
第五章Understandingparticipantsasconsumers
【教学目的】
要求学生在学完此章后:
了解NBA劳资关系结构,并对比中国的职业体育劳资关系;熟知playersalary;Salarycap的定义
【教学难点】
NBAPlayers’Association
Salarycap(工资帽,工资上限)
WhatistherealityoflabourrelationinsportsfieldinUSA&ourcountry?
【教学内容】
1.Defineparticipantconsumptionbehavior
2.Explainthesimplifiedmodelofparticipantconsumptionbehavior
3.Describethepsychologicalfactorsthataffectparticipantdecisionmaking
4.Identifythevariousexternalfactorsinfluencingparticipantdecisionmaking
5.Describetheparticipantdecisionmakingprocess
6.Understandingthedifferenttypesofconsumerdecisionmaking
7.Discussthesituationalfactorsthatinfluenceparticipant