The Commercialisation of Sport (11565.2)

This unit is designed to expose students to the processes involved in the commercialisation of sport and varying fundamental aspects of the sport industry such as the professionalisation of sport/sporting events, the impact of sponsorship and the influence of the media. In addition, concepts and ideas relevant to capitalism, sports globalisation and commodification and the impact on the national and international sporting landscape are discussed. The unit also allows students to explore the nature and purpose of economic processes and influences on the three sectors of sport (public, non-profit and professional). Areas of discussion will include brand and product management; the influence of multi-national conglomerates; consumer behaviour; and approaches to marketing and promotions in the contemporary sport industry context.

Learning outcomes

After successful completion of this unit, students will be able to:
1. Critically evaluate and understand the interrelated aspects of the commercialisation of the sport industry including sponsorship, media, branding, marketing, promotion and consumers;
2. Compare and contrast the amateur sporting ideals against capitalist influences on sport and associated impact of globalisation;
3. Explain the major catalysts responsible for the commodification of Australian sport and demonstrate economic links from grass-roots through to international sport; and
4. Contextualise the similarities and differences between the commercialisation of Australian sport and international sport.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
1. UC graduates are professional - work collaboratively as part of a team, negotiate, and resolve conflict
2. UC graduates are global citizens - think globally about issues in their profession
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas

Prerequisites

Must have passed 11172 Business Research Methods or a similar research-based unit
AND
Must have passed at least 24 credit points.

Corequisites

None.

Incompatible units

None.

Equivalent units

9373 Sport Marketing.

Assumed knowledge

Introductory knowledge of sport delivery systems, stakeholder engagement, governance and policy and strategic business orientation.