NCHU Course Outline

Course Name	(中) 運動行銷(4034)
	(Eng.) Sports Marketing
Offering Dept	Department of Marketing
Course Type	Elective			Credits	3	Teacher	LIN,MING-HUNG
Department	Department of Marketing / Undergraduate			Language	Chinese	Semester	2026-SPRING
Course Description	This course is to apply sound principles of marketing to the sport industry, modify and refine, define and develop, and eventually present theories and fundamentals of sport marketing that we know work in the sport business industry. Hence, this course provides an overview of the sport industry, sport management, and sport marketing. It further provides detailed theories, fundamentals, and practical applications about how to conduct sport marketing.
Prerequisites

Relevance of Course Objectives and Core Learning Outcomes(%)			Teaching and Assessment Methods for Course Objectives
Course Objectives	Competency Indicators	Ratio(%)	Teaching Methods	Assessment Methods
1.了解台灣運動產業 2.剖析運動內涵 3.具備運動行銷概念 4.探究運動行銷能力			Lecturing topic Discussion / Production Visit Discussion	Written Presentation Attendance Oral Presentation Assignment
Course Content and Homework/Schedule/Tests Schedule
Week Course Content Week 1 課程介紹 Week 2 運動定義、運動產業 Week 3 運動消費者行為、市場區隔 Week 4 運動產品與定價 Week 5 促銷、通路 分組組別與主題確認 Week 6 運動贊助 Week 7 公共關係、行銷整合 Week 8 補假 Week 9 專題演講 Week 10 專題討論與研究 Week 11 運動比賽觀賞 Week 12 運動比賽專題討論 Week 13 運動企業參訪 Week 14 運動企業專題討論 Week 15 分組口頭簡報 Week 16 彈性自主學習、分組蒐集專題媒體實務資訊並彙整 彈性自主學習，分組期末報告修正 趨勢分析、綜合討論、期末報告繳交 self-directed learning
Evaluation
出席:20% 個人作業共5次:共30%，每次6% 運動比賽觀賞:10% 運動企業參訪:10% 分組報告:30%
Textbook & other References
Teaching Aids & Teacher's Website
Office Hours
Sustainable Development Goals, SDGs(Link URL)
include experience courses：N

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Update Date, year/month/day：None	Printed Date, year/month/day：2026 / 5 / 25
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