(May 22-24 2019 - GSIC Madrid, Spain)

Sports Marketing

How to address markets successfully

In Module “Sports Marketing”, students develop their knowledge so as to best be able to approach customers. Based on the fundamental expertise imparted in the fields of market research, customer behaviour and psychology, students examine the role of brands in the sports business industry in detail. Market segmentation and penetration with a particular focus on online channels is then discussed and applied in case studies. Students develop their knowledge of yield management by working with concepts such as customer lifetime value, customer relationship management, sponsorship and new business models such as “Freemium”.

Sample questions:

  • How can star players help me to boost my merchandising revenue?
  • How can I define the right claim for my brand?
  • Which sponsorship partners are right for me?

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Guiding Lecturer

Prof. Dr. Simon Chadwick

One of the world’s most influential thinkers (Huffington Post) and the British “guru” of sports management (The Times), Simon’s teaching interests lie in the fields of sports marketing and sponsorship. Besides lecturing at universities in London, Leeds and Coventry, he is also the publisher of a number of sports science journals and an advisor, among others for UEFA, FC Barcelona, the Organising Committee for the 2022 FIFA World Cup in Qatar, and the European Commission. He is known to the wider public through his contributions to international media, such as the New York Times, Der Spiegel and Al Jazeera.

Module | Sports Marketing – How to address markets successfully

Industry Experts in previous years

Dirk Huefnagels

Head of Marketing
UniCredit Bank AG

Christian Gruber

Managing Director
Tipico Deutschland