Enhancing student employability : a New Zealand case study of cooperative education in sport

The purpose of this paper is to demonstrate how employability is embedded and made explicit within two tertiary-degree programmes in sport and recreation in New Zealand, through the use of cooperative education strategies.

Sport sponsorship

OBJECTIVES
By the end of this chapter, readers will be able to:
• describe the nature and role of sponsorship as part of a company's marketing mix;
• be familiar with terminology relating to sponsorship and integrated sponsorship marketing;
• discuss the background and growth of sponsorship as a marketing discipline globally and in New Zealand;
• understand corporate methodology for measuring sponsorship effectiveness;
• identify models for sponsorship selection, planning, management and evaluation;
• understand the role of research in sponsorship;
• describe techniques for developing a sponsorship proposal;
• be familiar with global and local trends in sponsorship;
• understand legal implications, including contracts/agreements, ambush marketing and cause-related sponsorship.

Sport marketing

OBJECTIVES
By the end of this chapter, readers will be able to:
• appreciate that sport marketing follows basic marketing principles but with a change of emphasis to suit particular sporting contexts;
• recount how marketing's role can be applied to sport and sport organisations with special emphasis on marketing's '4 Ps';
• evaluate the application of marketing strategies and tactics to chosen sport codes;
• identify different groups of sport fans;
• understand the role marketing planning and marketing management play in staging a sport event.

Internal and external imagery perspective measurement and use in imagining open and closed sport skills: an exploratory study

This study explored the measurement and use of internal and external imagery perspectives during imagery of open and closed sports skills. Participants  (N=41; male=23; female = 18), ages 14 to 28 (M=19.4 yr.; sD=3.1), who were recruited from undergraduate classes in human movement and physical education, and local sporting teams, completed the Imagery Use Questionnaire and then imagined performing eight common sports skills, four open skills and four closed skills, in a random order. Participants provided concurrent verbalisation during their imagery. Immediately after imagining each skill, participants completed a rating scale and retrospective verbalisation of imagery perspective use. Analysis indicated that the questionnaire gave a general imagery perspective preference but was not a strong predictor of imagery used on specific occasions. The three measures of imagery perspective were equivalent in imagining performing particular skills. Participants experienced more internal imagery than external imagery while imagining the eight sports skills, but there was no significant difference between perspective use on the open and closed skills.