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Author：Chen-Yueh Chen; Yi-Hsiu Lin; Tzu-Yun Yeh
Period/Date/Page：No. 166 (2024 / 01 / 01) ， P19 - 29
DOI：10.6162/SRR.202401_(166).0003
"From Zero to Hero" Sports Marketing Course: Development of Practical Ability, Problem-Solving Ability, and Employability Self-Efficacy
Abstract：There is a mismatch between the theory and practice of sports marketing courses for many students, and they may not be able to effectively bridge that gap. Therefore, the purpose of this study is to provide students with the practical application of sports marketing theories through real-world, hands-on case studies. The objective is to boost students' self-efficacy in three practical areas: sports marketing, problem-solving in sports marketing, and perceived employability. Eight master's students in an 18-week "Sports Marketing Research" course were selected as participants. The first 9 weeks covered the theory of sports marketing, while the latter 9 weeks were focused on the implementation project. The results showed that there was no significant enhancement in self-efficacy for sports marketing practice or problem-solving self-efficacy for sports marketing. Nonetheless, the quantitative research revealed a significant positive impact on the students' perceived self-efficacy regarding employability. The results indicated that the course enhanced the students' practical competencies and team working skills. The problem-based learning approach fostered their capabilities in problem-solving and facilitated transposing their theoretical knowledge into practical know-how. It provided students with an initial comprehension of the sports marketing industry, boosted their professional interest, and prepared them with knowledge for their career development, establishing a strong base for their future endeavors. We conclude that the curriculum combined with industry-university cooperation can improve students' knowledge of the sports marketing industry and can also provide highly applied subject references in the humanities and social sciences. (Full text)
