SP4011 - Principles of Sport Marketing

What will I learn on this module?

You will learn about the key principles and theories of sport marketing. The ‘Principles of Sport Marketing’ module introduces you to the core concepts, functions and the internal and external environmental of marketing, applied to the sport industry, which will help you to develop an initial understanding of the processes, strategies and techniques involved in marketing, by identifying links between theory and practice. On this module you will use literature which helps to explain key sport marketing concepts, such as: sport branding; sport sponsorship; relationship marketing; market research; and sport consumer culture. Throughout this module you will explore sport marketing in a global context; the aim is to provide you with sensitivity to and an understanding of societal and cultural differences. You will explore the strategies adopted by sport marketers, non-sport marketer’s use of sport as a promotional tool, and sports consumer’s responses to these strategies. We will scrutinize sport marketing strategies adopted by global sport organisations, NGBs, and sport clubs, providing you with an understanding of similarities and differences between the private, public and third sectors.

How will I learn on this module?

The taught content will be delivered and provided in a variety of formats, and you will be able to access materials on the eLP. There will be the opportunity to work in smaller groups with discipline specific members of staff who will facilitate context driven discussion and learning. You will learn through lectures, workshops, seminars and independent learning. The lectures will cover theories and concepts that will enable you to tackle a series of guided exercises. You will work on these during seminar sessions to apply theory to practice and to gain a greater understanding of how to become an effective sport manager and sport marketeer. International case study material will be used to demonstrate the diversity aspects associated with sport marketing and the importance of internationalisation within the discipline. You will undertake practice in developing your management, communication and presentation skills, whilst receiving tutor feedback on your progress.

How will I be supported academically on this module?

Module information, assessment requirements and expectations, and important module announcements will be made through the eLP. Material to support your learning will be uploaded in advance of sessions. You will be provided with content verbally and guided through tasks during timetabled sessions. A dedicated assessment session will afford you the opportunity to ask assessment related questions in class. The Module Leader is there to support you with any queries that you may have about the module content, and all staff members provide tutorial time outside of class time. Module tutors will provide you with the necessary information on how to arrange a tutorial. You will have the opportunity to receive formative feedback on your development during the module, and you will receive feedback on summative work to help you identify areas of strength and areas for development. There will be the opportunity to discuss your feedback with a member of staff during a tutorial. There is also further academic skills support available from the University Library services.

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 identify and describe the key principles of a marketing orientated sports organisation
2. You will demonstrate an understanding of the processes, strategies and techniques involved in establishing and developing customer relationships

Intellectual / Professional Skills & Abilities:
3. You will be able to recognise and discuss macro and micromanagement principles that influence the planning and development of entrepreneurial sport marketing programmes
4. You will develop an understanding of a range of communication strategies, including oral, visual, written, and digital social media

Personal Values Attributes (Global / Cultural Awareness, Ethics, Curiosity) (PVA):
5. You will be able to identify creative links between sport marketing concepts and global contemporary issues

How will I be assessed?

Summative Assessment:
1. Individual Report, 1.500 words (100% of module mark). Report identifying the marketing theories, process and channels used for a sport organisation and its customers. MLOs 1, 2, 3 4 & 5.

Formative assessment: - formal lectures will introduce you to key concepts, which will then be applied within seminars. You will work in groups in the seminars and practice your management, communication and presentation skills to complete specific tasks using real life scenarios. Feedback will be given both on the content and presentation performance. This will assist students in preparing for the assessment. Additionally, to support your learning for the assessment, at the beginning of each lecture session, the tutor will recap the main learning outcomes of the previous session and also ensure student learning by asking key questions. This will enable you to develop your understanding of the principles of sport management. Finally, to assess how traditional marketing techniques are being applied digitally, you will be asked to track a sports organisations activity online. This builds a case study where you can appreciate and critically appraise their approach.

You will receive written or audio feedback on your summative assessment to help you identify areas of strength and areas for development. There will be the opportunity to discuss your feedback with a member of staff during a tutorial.





Module abstract

Sport marketing is a global, dynamic, and lucrative industry; our aim is to provide you with an awareness and understanding of the knowledge and communicative skills required to succeed in this or other industries. To achieve this aim, the ‘Principles of Sport Marketing’ module introduces you to the approaches adopted by a range of international sport organisations, to communicate the benefits of sport, to respond to consumer needs, and to use sport as a promotional tool. Through the use of a research-rich teaching strategy, we explore the complexity of marketing sport and marketing through sport in the contemporary global environment. As well as developing an understanding of marketing, this module will enable you to develop a number of transferable skills, which are desirable to a range of employers across the globe. The module team have designed the module to enable the acquisition of knowledge and skills to be related to your interests: consequently, the module is consistently rates as outstanding by our students.

Course info

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Full Time

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

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.


Useful Links

Find out about our distinctive approach at 

Admissions Terms and Conditions

Fees and Funding

Admissions Policy

Admissions Complaints Policy