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

1、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Matthews D. Shank. Sports Mar

2、keting: A Strategic Perspective. Routledge, 2014, 5th edition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

3、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Introduction of this module1. Module requirements2. What is

4、marketing?3. If you have a chance to run a sport company, what kind of product would you prefer to market? Or what company would you like to run? 2第二章Contingency framework for strategic sports marketing(External contingency)1. Understand the contingency framework for strategic sports marketing2. Des

5、cribe the strategic sports marketing process 3. Describe external contingencies and explain how they affect the strategic sports marketing process 4. Discuss the importance of monitoring external contingencies and environmental scanning2第三章Contingency framework for strategic sports marketing(Interna

6、l contingency)1. Describe the major internal contingencies and explain how they affect the strategic sports marketing process 2. Explain and conduct a SWOT analysis2第四章Research tools for understanding sports consumers1. Discuss the importance of marketing research to sports marketers 2. Explain the

7、fundamental process for conducting sports marketing research 3. Identify the various research design types4. Describe the process for questionnaire development 5. Understand how to prepare an effective research report 2第五章Understanding participants as consumers1. Define participant consumption behav

8、ior2. Explain the simplified model of participant consumption behavior3. Describe the psychological factors that affect participant decision making 4. Identify the various external factors influencing participant decision making5. Describe the participant decision making process6. Understanding the

9、different types of consumer decision making 7. Discuss the situational factors that influence participant decision making2第六章Understanding spectators as consumers1. Understand the similarities and differences between spectators and participant markets 2. Describe the eight basic fan motivation facto

10、rs 3. Explain how game attractiveness, economic factors, and competitive factors relate to game attendance4. Describe the demographic profile of spectators and explain the changing role of women as spectators5. Understand the relationship between stadium factors and game attendance 6. Discuss the co

11、mponents of the sportscape model7. Describe the multiple values of sport to the community8. Explain sport involvement from a spectators perspective9. Discuss the model of fan identification2第七章Segmentation, targeting and positioning1. Discuss the importance of market selection decisions.2. Compare t

12、he various bases for marketing segmentation.3. Understanding target marketing and the requirements of successful target marketing.4. Describe the positioning and its importance in the market selection decisions.5. Construct a perceptual map(感知图) to depict any sports entitys position in the marketpla

13、ce.2第八章Sports product concepts & Managing Sports Products1. Define sports products and differentiate between goods and services2. Explain how sports products and services are categorized3. Define branding and discuss the guidelines for choosing an effective brand name4. Discuss the branding process

14、in detail5. Identify the dimension of service quality and goods quality6. Define product design and explain how product design is related to product quality4第九章Promotion concepts1. Identify the promotion mix tools 2. Describe the elements of the communication process 3. Understand the promotion plan

15、ning modes 4. Compare the advantages and disadvantages of the various promotional mix tools 5. Understand the importance of integrated marketing communication to sports marketers 2第十章Promotion Mix Elements1. Describe each element of the promotion mix, in detail2. Understand the basic process for des

16、igning a successful advertising campaign3. Discuss emerging forms of promotion4. Outline the strategic selling process and explain why sports marketing should use this process5. Identify the various forms of promotion6. Specify the importance of public or community relations to sports marketers2第十一章

17、Sponsorship program1. Comment on the growing importance of sports sponsorships as a promotion mix element2. Design a sponsorship program3. Understand the major sponsorship objectives4. Provide examples of the various costs of sponsorship5. Identify the levels of the sports event pyramid6. Evaluate t

18、he effectiveness of sponsorship programs2第十二章Distribution Concepts1. Describe the core distribution concepts in sports marketing2. Discuss the various types of channels of distribution3. Explain the nature of sports retailing and discuss the current state of the sports retailing industry.4. Explore

19、the major issues in facilities and stadium management and marketing 5. Understand the role of sports media in the distribution process. 2第十三章Pricing Concepts and strategy1. Explain the relationship among price, value, and benefits2. Understand the relationship between price and other marketing mix e

20、lements3. Describe how costs and organizational objectives affect pricing decisions4. Explain how the competitive environment influences pricing decisions5. Understand the components for designing a successful pricing strategy6. Explain and apply the different ways to arrive at an approximate price

21、level2第十四章Implementing and Controlling the Strategy1. Describe how the implementation phase of the strategic sports marketing process fits with the planning phase 2. Explain the organizational design elements that affect the implementation phase. 3. Identify the general competencies and the most imp

22、ortant skills that effective sports marketing managers possess. 4. Describe the basic characteristics of total quality marketing (TQM) programs and how TQM might be implemented in sports organizations 5. Identify some of the guidelines for designing reward systems 6. Define strategic control and how

23、 the control phase of the strategic sports marketing process fits with the implementation phase. 7. Explain the differences among planning assumption control, process control and contingency control. 2第十五章Review2合计32三、单元教学目的、教学重难点和内容设置第一章 Introduction &Emergency of Sports Marketing【教学目的】要求学生在学完此章后：了

24、解sport marketing 的定义，consumer-supplier relationship的模型，以及体育产业的类型。【教学难点】 consumer-supplier relationship的模型Sport Product/Service【教学内容】 Define sports marketing and discuss how the sports industry is related to the entertainment industry Discuss the model of the consumer-supplier relationship in the spo

25、rts industry Explain the different types of sports consumers Discuss the elements in the sports marketing mix第二章 Contingency framework for strategic sports marketing【教学目的】 要求学生在学完此章后：了解strategic sports marketing的Contingency framework，包括external 和internal contingencies. 【教学难点】 Contingency framework f

26、or strategic sports marketing【教学内容】 Understand the contingency framework for strategic sports marketing Describe the strategic sports marketing process Describe external contingencies and explain how they affect the strategic sports marketing process Discuss the importance of monitoring external con

27、tingencies and environmental scanning第三章 Internal contingency【教学目的】要求学生在学完此章后：了解Scope of decision making and problem solving以及Techniques for group decision【教学难点】 1. major internal contingencies2. SWOT analysis【教学内容】 3. Describe the major internal contingencies and explain how they affect the strateg

28、ic sports marketing process 4. Explain and conduct a SWOT analysis第四章 Research tools for understanding sports consumers【教学目的】 要求学生在学完此章后：了解the importance of marketing research，掌握the process for questionnaire development【教学难点】 the fundamental process for conducting sports marketing researchthe proces

29、s for questionnaire development【教学内容】 1. Discuss the importance of marketing research to sports marketers 2. Explain the fundamental process for conducting sports marketing research 3. Identify the various research design types4. Describe the process for questionnaire development 5. Understand how t

30、o prepare an effective research report 第五章 Understanding participants as consumers【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player salary; Salary cap的定义【教学难点】 NBA Players AssociationSalary cap (工资帽,工资上限)What is the reality of labour relation in sports field in USA & our country?【教学内容】 1. Define

31、 participant consumption behavior2. Explain the simplified model of participant consumption behavior3. Describe the psychological factors that affect participant decision making 4. Identify the various external factors influencing participant decision making5. Describe the participant decision making process6. Understanding the different types of consumer decision making 7. Discuss the situational factors that influence participant