Syllabus overview (public)

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Programme Master in Management
Academic Year Academic Year 2020/2021
Module/course Code SX14
Delivery location Paris
Language French
Course type Elective courses 15h
Contact hours 15
ECTS M1 before 2020 2
ECTS M1 from 2020 2.5
Level 5 (year post baccalaureate)
Semester Spring
Module name Marketing du sport
Field (Discipline) Marketing
Academic Department Finance
  • Michel DESBORDES,


Module/course Summary

Part 1: Introduction to sport marketing.
  1. Europe vs. USA : 2 ecosystems of sport
  2. Definitions and concepts
  3. The power of sport / geopolitics
  4. Tendencies of sport marketing
  5. Sport sponsorship
  6. The regulation of the professional sport system

Part 2: New tendancies of sport marketing (63 slides)
  1. Experiential marketing, one to one marketing, yield management, guerrilla marketing, CRM, CSR, geomarketing, territorial marketing.
  2. A special focus on digital marketing

Part 3: Marketing of football (23 slides)
  1. The globalization of football
  2. Branding and the internationalization of the clubs (Deloitte Football Money League)

Part 3: Towards a professionalization of the marketing of football (126 slides)
  1. More money in football
  2. The necessity to regulate football (and the American example)