Brand and marketing communication in golf

Hausarbeit (Hauptseminar) , 2012 , 18 Seiten , Note: 1,3

BWL - Offline-Marketing und Online-Marketing

1. Introduction
2. Theoretical basics
-What is ‚marketing communication‘?
-What are the objectives of it?
-How does ‚marketing communication‘ work?
-What is a brand? What is ‚brand equity‘?
3. Practical part
-Why is the golf market an attractive communication platform?
-Which elements of brand and marketing communication could a company use in golf?
-Example of the company/ brand ‘NIKE Golf’
4. Conclusion

Objectives
-Learn about key aspects of brand and marketing communication in general and in golf
-Adopt the theoretical knowledge in golf using the example of NIKE

List of Content

List of abbreviations

1. Introduction
1.1 Currently relevance and background/ problem discussion
1.2 Scope and objectives of the thesis/ methodology

2. Theoretical basics
2.1 Definition and delimitation of marketing communication
2.2 Elements and use of marketing communication/ communication mix
2.3 Marketing communication strategies
2.4 Effects and objectives of marketing communication
2.5 Definition of brands and ‘brand equity’

3. Practical part
3.1 The attractiveness of golf for brands
3.2 Elements of brand and marketing communication in golf
3.3 Reasons and objectives for marketing communication in golf for brands
3.4 Example of Nike’s brand and marketing communication strategy in golf

4. Findings and conclusion
4.1 Brief summary
4.2 Discussion and critical reflection

List of sources

List of attachments

• Hochschule: Fachhochschule der Wirtschaft Bergisch Gladbach
• Veranstaltung: Business English
• Note: 1,3
• Autor: Charlotte Kierdorf (Autor:in)
• Erscheinungsjahr: 2012
• Seiten: 18
• Katalognummer: V205624
• ISBN (eBook): 9783656326625
• ISBN (Buch): 9783656327745
• Sprache: Englisch
• Schlagworte: Branding, Marketing, Communication, Golf, Sport, Sponsoring