週次 |
日期 |
單元主題 |
第1週 |
9/12 |
Course Overview & Introduction
授課教師:林怡秀、呂宛蓁 |
第2週 |
9/19 |
運動行銷的基礎、透過運動的行銷
指定閱讀:鄭CH1-2、指定paper
授課教師:呂宛蓁 |
第3週 |
9/26 |
贊助
指定閱讀:鄭CH3-5、指定paper
第一組報告、第二組報告:世大運運動贊助
授課教師:呂宛蓁 |
第4週 |
10/03 |
狙(伏)擊行銷、倍增行銷
指定閱讀:鄭CH6-7、指定paper
第三組報告:狙(伏)擊行銷、倍增行銷
授課教師:呂宛蓁 |
第5週 |
10/10 |
國慶日放假 |
第6週 |
10/17 |
運動產業專題講座
第四組報告:運動代言、授權
授課教師:呂宛蓁 |
第7週 |
10/24 |
Chapter 1 Developing a Marketing Framework (SMP)
Chapter 2 Creating a Value Proposition (SMP)
*Select a partner object
|
第8週 |
10/31 |
Chapter 3 Understanding the Market Environment (SMP)
Chapter 4 Target Markets (SMP)
|
第9週 |
11/07 |
Chapter 5 Marketing Objectives (SMP)
Chapter 6 Marketing Strategies (SMP)
|
第10週 |
11/14 |
Chapter 7 Marketing Mix (SMP)
Chapter 8 Implementation, Control, and Evaluation (SMP)
*Turn in marketing plan draft
|
第11週 |
11/21 |
Chapter 1 Understanding Sport Sponsorship (SSP)
Chapter 2 Prospecting for Sponsors (SSP)
|
第12週 |
11/28 |
Chapter 3 Identifying Sponsor Needs (SSP)
Chapter 4 Olympic Sponsorship Opportunities (SSP)
|
第13週 |
12/05 |
Chapter 5 Individual Athlete Sponsorships (SSP)
Chapter 6 Financial Implications (SSP)
* Confirm sponsor partners
|
第14週 |
12/12 |
Chapter 7 Developing Successful Sport Sponsorship Proposals (SSP)
Chapter 8 Securing Sponsorship Agreements (SSP)
|
第15週 |
12/19 |
Chapter 9 Managing Sport Sponsorships (SSP)
*Turn in sponsorship plan draft
|
第16週 |
12/26 |
Carry out sport events and evaluation |
第17週 |
1/02 |
Carry out sport events and evaluation |
第18週 |
1/09 |
Carry out sport events and evaluation |
第19週 |
1/16 |
Carry out sport events and evaluation
*Turn in marketing plan and sponsorship plan with media exposure reports |