Sport Marketing

Description

This course explores sport marketing as a specialised field within the broader discipline of marketing. Key topics include strategic marketing approaches (illustrated through contemporary examples from New Zealand and beyond), marketing communication, market segmentation, consumer analytics, and sponsorship. Particular emphasis is placed on sport-specific practices such as event promotion, athlete branding, and merchandising. Ethical practice, inclusive messaging, and emerging technologies such as AR/VR and AI are also critically examined, preparing students to navigate the future of participatory sport marketing with creativity and impact.