SP6019 - Media Management for Sport

What will I learn on this module?

This module will develop your knowledge of the relationship between sport managers and the media. You will develop skills required to initiate, maintain and enhance positive relationships with different publics. The module will briefly examine the increasing interest of the media in sport and the impact on sport management. The focus of the module is on the role of media management within the public relations strategies of sport organisations. Skills required in managing relations with the media and to influence the portrayal of the organisation's image will be covered. The module will consider the scope of media management from positive copy in the local newspaper, to events organised in conjunction with the media. Finally, the involvement of the sport manager with print, broadcast and social media, and associated competencies and skills will be covered.

How will I learn on this module?

The module will be delivered using a combination of lectures, seminars, tutorials and visits to relevant sport organisations. Independent study is expected and encouraged through the provision of reading lists, seminar preparation and other directed tasks. The learning strategy of the lectures together with independent study aims to develop your conceptual knowledge of public relations in general and management of the media in particular, and illustrate theories used to understand it. The aim of the seminars and associated directed tasks will be to support your learning of both new material and the lecture content, and to provide opportunities to develop skills and techniques associated with media
management. Input from relevant organisations (through visits and guest lectures) will give insight into how media relations are managed in practice. All classroom sessions are supported be the Electronic Learning Platform (eLP) where you can review key ideas from lectures and seminars.

How will I be supported academically on this module?

Module tutors will use online resources and the eLP to provide support materials. A module reading list, and weekly readings will also be provided to help guide your own independent study. Constructive feedback will be provided by peers and tutors in seminar sessions to develop conceptual knowledge. Small groups within seminar sessions, will allow students to discuss their assignment ideas and questions with staff and obtain feedback. An ‘Assessment Guidance Session’ will be provided, within seminars, at appropriate points, for each of the summative assessments.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

Knowledge & Understanding:
1. You will be able to review and analyse the theoretical framework of media management within public relations.
Intellectual / Professional skills & abilities:
2. You will be able to explain and critique organisations within the broadcast and print media, and their interest in and impact on sport.
Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
3. You will be apply to apply and evaluate the tools associated with media management, for example, the press pack, press launch and media conferences.

How will I be assessed?

Formative assessment: Formative assessment will include the opportunity to submit your proposed structure and key references for the assignment, and to receive feedback from module tutors. Seminars will enable you to practise writing for the media in formats such as the press release. Also, there will be opportunity to present, to your peers,
the rationale and outline ideas for a media event, and to receive feedback.

Summative assessment 1: The assignment will focus on the key concepts, principles and models of public relations and media
management, and will require the students to critique existing literature on a key related topic (LO1 & 2).
Summative assessment 2: The project will take a more applied approach, and will require students to write a rationale for, and
plan a media event (e.g. a launch or promotion), and to design materials for the event (e.g. a media pack), thereby applying
pertinent media skills covered in the module (LO3).





Module abstract

One only needs to think of the IOC, the UCI and FIFA to realise how vital the management of public relations (PR) is to sport organisations.
The media’s appetite for sport seems to be insatiable. Whole newspaper supplements, magazines, radio stations, and even TV channels are now devoted to sport, and the relationship between sport organisations and media organisations needs to be properly and carefully managed. Even smaller sport organisations often depend on the media for publicity for their new facilities, upcoming events or major developments; and hence it is vital that they establish and nurture good relationships with the media. In this module you will explore the relationship between sport managers and the media, in the broader context of public relations – the various ways in which a sport organisation communicates with its key publics. You will develop the skills required to initiate, maintain and enhance those positive relationships with the media in order to reach and influence a variety of audiences.

Course info

Credits 20

Level of Study Undergraduate

Mode of Study 18 months Part Time

Location Hong Kong

City Hong Kong

Start September (full-time only) or January (part-time only)

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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