MMS308 - Sport Marketing
Unit details
| Year | 2026 unit information |
|---|---|
| Enrolment modes: | Trimester 2: Burwood (Melbourne), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Unit Chair: | Trimester 2: Hunter Fujak |
| Prerequisite: | MMK101* |
| Corequisite: | Nil |
| Incompatible with: | Nil |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 1.5 hour on-campus lecture (recordings provided) and 1 x 1.5 hour on-campus seminar each week |
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | 1 x 1.5 hour recoded lecture and 1 x 1.5 hour online seminar (recordings provided) each week |
| Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. |
Note:*Students completing the Sports Journalism major/minor, please contact a student adviser to assist with enrolment in this unit. | |
Content
The unit examines techniques and strategies applicable to the marketing of sport as well as marketing through sport. The unit will focus on sport as a service and the unique characteristics of the sport product, the sport consumer, and hence the sport marketing mix. A special emphasis is placed on customer service and retention. A key learning outcome for students will be the development of a strategic sport marketing plan.
Learning outcomes
| ULO | These are the Unit Learning Outcomes (ULOs) for this unit. At the completion of this unit, successful students can: | Alignment to Deakin Graduate Learning Outcomes (GLOs) |
|---|---|---|
| ULO1 | Synthesise the principles and practices of marketing management and research as they apply to the unique characteristics of sport and sport management. | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Utilise digital media sources to develop a strategic marketing response for a sport organisation. | GLO3: Digital literacy |
| ULO3 | Interpret and communicate strategic marketing responses. | GLO2: Communication |
| ULO4 | Evaluate future applications of sport marketing in the sports industry. | GLO1: Discipline-specific knowledge and capabilities |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: Case Study Part A: (Individual) Case study development Part B: (Group of 3) Report | Part A: 150 words Part B: 1350 words each | Part A: 5% Part B: 35% | Part A: Week 4 Part B: Week 7 |
| Assessment 2: (Individual) Communication Plan | 1000 words | 20% | Week 9 |
| Assessment 3: (Individual) Case Study: Simulation activity and report (Business) | 1500 words | 40% | Week 12 |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Learning resource
The texts and reading list for MMS308 can be found via the University Library.
Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Bring Your Own Device (BYOD)
To fully engage with Deakin's learning experiences, students must be able to access and use internet-connected devices as outlined in computing requirements at Deakin.
To support student success at Deakin, we have a bring-your-own-device (BYOD) learning environment that acknowledges that students and educators bring with them the digital tools they regularly use to complete academic tasks. These tools stay with you beyond the classroom, helping you to keep learning, explore ideas more deeply, and connect with knowledge in ways that matter to you.
Students requiring a loan device should visit our Loan Laptop webpage or students requiring longer-term assistance should visit our Student Financial Assistance webpage.
Unit Fee Information
Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study and their study discipline, and your study load.
Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.
For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current Students website.