Rapor Tarihi: 27.03.2026 01:32
| Course Title | Code | Language | Type | Semester | L+U Hour | Credits | ECTS |
|---|---|---|---|---|---|---|---|
| - | SYO 226 | Turkish | Compulsory | 4. Semester | 3 + 0 | 3.0 | 4.0 |
| Prerequisite Courses | |
| Course Level | Undergraduate |
| Mode of delivery | Face to face |
| Course Coordinator | Dr. Öğr. Üyesi Mensur PEHLİVAN |
| Instructor(s) | Dr. Öğr. Üyesi Mensur PEHLİVAN (Bahar) |
| Goals | The aim of this course is to enable students to understand the fundamental concepts, principles, and processes in sports marketing and sponsorship; to analyze marketing strategies from the perspective of sports clubs, sports organizations, sports events, and athletes; and to develop applicable solutions and strategies within the framework of target audience, fan behavior, brand value, sponsorship management, and communication dimensions. |
| Course Content | This course covers fundamental concepts of sports marketing, the marketing mix, sports consumer and fan behavior, target market identification, brand management, types of sponsorships, sponsorship contracts, sponsorship activation, media and digital communication, event marketing, club and organization-based marketing practices, and current marketing trends in the sports industry. |
| # | Öğrenme Kazanımı |
| 1 | It explains fundamental concepts related to sports marketing and sponsorship. |
| 2 | It analyzes the elements of the marketing mix in the sports industry. |
| 3 | It evaluates the behavior of fans, spectators, and sports consumers from a marketing perspective. |
| 4 | It compares different types of sponsorship, their purposes, and implementation processes. |
| 5 | The sports club develops a basic marketing and sponsorship strategy for the athlete or sporting event. |
| Week | Topics/Applications | Method |
|---|---|---|
| 1. Week | Introduction to the course; definition and scope of sports marketing. | Preparation, After Class Study, Research, Other Activities, Presentation (Preparation) |
| 2. Week | Marketing concepts and the marketing process in the sports industry. | Preparation, After Class Study, Research, Other Activities, Presentation (Preparation) |
| 3. Week | Features of sports services and sports products | Preparation, After Class Study, Research, Other Activities, Presentation (Preparation) |
| 4. Week | Sports consumers, fan behavior, and target markets. | Preparation, After Class Study, Research, Other Activities, Presentation (Preparation) |
| 5. Week | Marketing mix in sports marketing | Preparation, After Class Study, Research, Other Activities, Presentation (Preparation) |
| 6. Week | Sports brand, image and positioning | Preparation, After Class Study, Research, Other Activities, Presentation (Preparation) |
| 7. Week | The concept of sponsorship, its development and types. | Preparation, After Class Study, Research, Other Activities, Presentation (Preparation) |
| 8. Week | Sponsorship objectives, parties, and contract structure. | Preparation, After Class Study, Research, Other Activities, Presentation (Preparation) |
| 9. Week | Sponsorship activation and event marketing | Preparation, After Class Study, Research, Other Activities, Presentation (Preparation) |
| 10. Week | Sports marketing in media, broadcasting and digital environments. | Preparation, After Class Study, Research, Other Activities, Presentation (Preparation) |
| 11. Week | Marketing and revenue generation practices in sports clubs | Preparation, After Class Study, Research, Other Activities, Presentation (Preparation) |
| 12. Week | Sponsorship case studies in sports organizations | Preparation, After Class Study, Research, Other Activities, Presentation (Preparation) |
| 13. Week | Sports marketing and sponsorship practices in Turkey. | Preparation, After Class Study, Research, Other Activities, Presentation (Preparation) |
| 14. Week | Sports marketing and sponsorship practices in Turkey. | Preparation, After Class Study, Research, Other Activities, Presentation (Preparation) |
| No | Program Requirements | Level of Contribution | |||||
|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Develop solutions with the help of principles related to application problems in the field of sports management | ✔ | |||||
| 2 | Defend the proposed solutions | ✔ | |||||
| 3 | Work in a particular sport management area | ✔ | |||||
| 4 | Help the development of sport in Turkey | ✔ | |||||
| 5 | Follow the laws concerning the management of sport and be aware of duties and responsibilities related to these laws | ✔ | |||||
| 6 | Be aware of their own knowledge and skill levels | ✔ | |||||
| 7 | İmplement operational and tactical level decisions | ✔ | |||||
| 8 | Work in sport clubs and organizations as a member ofa team and a project and take responsibility | ✔ | |||||
| 9 | Arrange financial planning ofa sport club or organization | ✔ | |||||
| 10 | Prepare plans and programmes relatedwith themanagement of sport facilities and clubs | ✔ | |||||
| 11 | Carry out activitiesrelated withhuman resources in sport clubs and organizations. | ✔ | |||||
| 12 | Planing and carring out management functions in sport organizations | ✔ | |||||
| 13 | To Achieve social, cultural and intellectual development | ✔ | |||||
| 14 | To understand the interdisciplinary structure of sport management field | ✔ | |||||
| 15 | to determine and explain internal and external factors which shape sport structure in our country and in the world | ✔ | |||||
| Program Requirements | DK1 | DK2 | DK3 | DK4 | DK5 |
|---|---|---|---|---|---|
| PY1 | 4 | 4 | 4 | 4 | 4 |
| PY2 | 4 | 4 | 4 | 4 | 4 |
| PY3 | 3 | 3 | 3 | 3 | 3 |
| PY4 | 3 | 3 | 3 | 3 | 3 |
| PY5 | 2 | 2 | 2 | 2 | 2 |
| PY6 | 4 | 4 | 4 | 4 | 4 |
| PY7 | 4 | 4 | 4 | 4 | 4 |
| PY8 | 4 | 4 | 4 | 4 | 4 |
| PY9 | 3 | 3 | 3 | 3 | 3 |
| PY10 | 2 | 2 | 2 | 2 | 2 |
| PY11 | 2 | 2 | 2 | 2 | 2 |
| PY12 | 4 | 4 | 4 | 4 | 4 |
| PY13 | 4 | 4 | 4 | 4 | 4 |
| PY14 | 5 | 5 | 5 | 5 | 5 |
| PY15 | 5 | 5 | 5 | 5 | 5 |
| Ders Kitabı veya Notu | Ders Kitabı veya Ders Notu bulunmamaktadır. |
|---|---|
| Diğer Kaynaklar |
|
| ECTS credits and course workload | Quantity | Duration (Hour) | Total Workload (Hour) | |
|---|---|---|---|---|
|
Ders İçi |
Class Hours | 14 | 3 | 42 |
|
Ders Dışı |
Preparation, After Class Study | 14 | 1 | 14 |
| Research | 14 | 1 | 14 | |
| Presentation (Preparation) | 10 | 1 | 10 | |
| Other Activities | 1 | 1 | 1 | |
|
Sınavlar |
Midterm | 1 | 2 | 2 |
| Midterm Preparation | 1 | 5 | 5 | |
| Homework | 12 | 1 | 12 | |
| Final | 1 | 2 | 2 | |
| Total Workload | 102 | |||
| *AKTS = (Total Workload) / 25,5 | ECTS Credit of the Course | 4.0 | ||
