Credit points


Campus offering

No unit offerings are currently available for this unit



Teaching organisation

150 hours of focused learning.

Unit rationale, description and aim

An understanding of marketing fundamentals is required when engaging in the promotion of sport and exercise-related activities and services. This unit introduces students to the concepts of marketing which are then applied to the commercial worlds of sport and exercise. Some emphasis is placed on market analysis by focusing on the competitive environment, industry, and product life cycles, and human behaviour. Implications for the marketing mix and guidelines for international marketing provide a focus for adaptive strategies. The aim of the unit is to provide a working familiarity with the role of marketing in contemporary sport and exercise organisations.

Learning outcomes

To successfully complete this unit you will be able to demonstrate you have achieved the learning outcomes (LO) detailed in the below table.

Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.

Explore the graduate capabilities.

On successful completion of this unit, students should be able to:

LO1 - Describe marketing and its differences to other business strategies (GA4) 

LO2 - Articulate the core principles of sports marketing, including product, pricing, placement, promotion and process, people and physical evidence (GA2, GA4, GA5) 

LO3 - Analyse marketing in sport, evaluating different strategies and issues (GA2, GA4, GA5, GA6) 

LO4 - Critique the influence of marketing in the different sporting fields (GA1, GA2, GA4,GA8) 

Graduate attributes

GA1 - demonstrate respect for the dignity of each individual and for human diversity 

GA2 - recognise their responsibility to the common good, the environment and society 

GA4 - think critically and reflectively 

GA5 - demonstrate values, knowledge, skills and attitudes appropriate to the discipline and/or profession 

GA6 - solve problems in a variety of settings taking local and international perspectives into account

GA8 - locate, organise, analyse, synthesise and evaluate information 


Topics will include: 

  • Basic components and principles of Sport and Exercise Marketing 
  • Marketing as Business Strategy 
  • Management of customer and client relationships 
  • Coordinating and controlling the marketing strategy 

Learning and teaching strategy and rationale

Learning and teaching strategies include active learning, case-based learning, cooperative learning, web-based learning, and reflective/critical thinking activities, delivered over 12 weeks. This range of strategies will provide students with appropriate access to required knowledge and understanding of unit content. These strategies will allow students to meet the aim, learning outcomes and graduate attributes of the unit. Learning and teaching strategies will reflect respect for the individual as an independent learner. Students will be expected to take responsibility for their learning and to participate actively within group activities.  

Assessment strategy and rationale

In order to best enable students to achieve unit learning outcomes and develop graduate attributes, standards-based assessment is utilised, consistent with University assessment requirements. A range of assessment strategies are used including: 

Overview of assessments

Brief Description of Kind and Purpose of Assessment TasksWeightingLearning OutcomesGraduate Attributes

Discussion board:  

Enables students to demonstrate knowledge and understanding of unit content through discussion with peers. 


LO1, LO2, LO3, LO4 

GA1, GA2, GA4, GA5, GA6, GA8 


Enables students to develop a resource reflecting their individual approach to marketing in a field of their own special interest 


LO1, LO2, LO3, LO4 

GA1, GA2, GA4, GA5, GA6, GA8 

Written Examination: 

Enables students to demonstrate their understanding of unit content. 


LO1, LO2, LO3, LO4 

GA1, GA2, GA4, GA5, GA6, GA8 

Representative texts and references

Blakey, P. (2011) Sport Marketing. Exeter: Learning Matters. 

Ferrand, A. & Torrigiani, L. (2005) Marketing of Olympic Sport Organisations. Champaign IL: Human Kinetics 

Ferrand, A., Torrigiani, L. & I Povill, A. C. (2007) Routledge Handbook of Sports Sponsorship; successful strategies. Abingdon: Routledge. 

Nicholson, M. (2007) Sport and the Media; Managing the Nexus. Oxford: Elsevier. 

Pitts, B. G. (Ed.) (2004) Sharing Best Practices in Sport Marketing: The Sport Marketing 

Association’s Inaugural Book of Papers. Morgantown: Fitness Information Technology.  

Shank, M., & Lyberger, M. (2014). Sports Marketing A Strategic Perspective, 5th edition. Hoboken: Taylor and Francis 

Smith, A. (2008) Introduction to Sport Marketing. Oxford: Elsevier. 

Stotlar, D. K. (2005) Developing Successful Sport Marketing Plans. 2nd Edition. Morgantown: Fitness Information Technology. 

Wakefield, K. L. (2007) Team Sports Marketing. Oxford: Elsevier. 

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