XLRI Jamshedpur conducts seminar on Sports Marketing Strategies

Start Date:2012-06-04
End Date:2012-06-08
Event Type:Strategy Seminar

Middle & Junior level executives in organisations with an active or potential interest in sports will find this program valuable. They could include Sports Goods & Services Companies, Sports Federations, Sports Event Organisers, Sports Media & Broadcasters, Sports Consultants as well as Marketers & Advertisers interested in Sports Sponsorships and Celebrity Endorsements. This course will be useful both for sports professionals without an adequate theoretical grounding in Marketing, as well as marketers not fully oriented to the application of specific principles and practices relevant to the world of sports.

Event Details:

Programme Director: Sanjeev Varshney


Fee: Residential( Double ): 47,500*
Non-residential: 35,000*


Compared to developed economies, India is an underpenetrated market as far as Sports-related businesses are concerned, with a strong skew towards cricket, but that is changing rapidly. There is a huge proven potential for the growth of Sports-related businesses now in India. Recent successes of IPL & F1, and the beginning of serious corporate investments in multiple sports, are clear indicators that this is a sunrise industry that will show discontinuous growth in the coming decade. Apart from overall professionalization of the field, a critical catalyst for the growth of the Sports industry in India will be the development of the specialised field of Sports Marketing. Worldwide, the emerging field of Sports Marketing has grown rapidly as a specialised discipline, and contributed immensely to the growth and development of the multi-billion dollar global sports industry. Specialised Sports Marketing Courses and Programs in countries like USA, Australia & UK have helped create the foundation for the development of this profession and industry. The time is now appropriate for a top management education institution in India to offer a specialised program for practicing managers to help grow this field professionally and rapidly. This pioneering MDP program at XLRI will the first-of-its-kind course in South Asia for working professionals to build solid theoretical foundations and hone their professional skills to help lead the exponential growth of one of Indias sunrise industries.

Programme Contents
1.Sports Marketing: An Overview
2.Evolution of Sports Ecosystem & Sports Marketing
3.Changing role & importance of Sports in a dynamic global & regional world order
4.Applying Marketing Principles to the business of sports
5.Unique characteristics of Sports Marketing
6.Defining the Sports Marketing Product
7.Consumer Behaviour & Sports Marketing
8.Two kinds of Sports Marketing of and through
9.Evolution of Sports Media & Broadcasting the Multiplier Effect
10.Service, Experiential and Relationship dimensions of Sports Marketing
11.Cult Branding & Sports Marketing
12.Brand Communities and Sports Marketing
13.Sports Marketing Platforms Sponsorships of Sports Properties
14.Sports Marketing Platforms Sports Celebrity Endorsements
15.Future opportunities and challenges for Sports Business & Sports Marketing in emerging economies



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