SP0744 - Integrated Sport Marketing Communication

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What will I learn on this module?

In this module you will develop knowledge of the key principles and practice relating to integrating sport marketing communications, presenting a strategic and innovative approach that helps you build a framework for the development, planning, implementation and evaluation of communications strategies for the marketing of sport. The module is underpinned by global examples and case studies to demonstrate the importance and intricacies of integrating sport marketing communications from an international perspective, exposing you to many of the modes of practice used to affect the perception of value and behaviour through directed communication in the context of sport.

How will I learn on this module?

The module adopts a blended learning approach whereby you will be encouraged to engage with key content of the module via the University ELP, developing your ability to discuss and apply theory to practice through a combination of lectures, seminar activities and practical workshops. Taught content is mostly student-led and will be complemented by industry-facing workshops delivered by professionals working at the cutting edge of sport marketing, exposing you to specific sport marketing issues and challenges. There is still high involvement and instruction from academic staff, though this will largely be in a facilitative capacity. A mix between group peer, face-to-face teaching and self-led external case-based work will also allow you to acquire knowledge of a wide range of fundamental marketing and communication principles and practice whilst concurrently analysing contemporary industry data and materials relevant to case sport organisations.

How will I be supported academically on this module?

The teaching team will be available for individualised, pre-booked meetings at specified times for students. During these meetings you will have the opportunity to gain support for (but not limited to) module content, feedback relating to formative and summative assessments as well as general enquiries and issues specific to the module. Additionally you will have access to a Discussion Board (found on the eLP for this module) where enquiries and issues relating to the module can be raised with module staff and student peers providing the necessary support across a general forum.

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:

• Conceptually analyse a framework for integrating sport marketing communications;
• Demonstrate critical insights into the strategic and innovative application of sport communications

Intellectual / Professional skills & abilities:

• Critically evaluate the application of marketing communications for a range of sports entities;
• Analyse the role of integrated sport marketing communications in the development of data driven marketing strategies;

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

• You will work creatively with the principles and techniques core to IMC in order to produce innovative, industry-facing, sport marketing and communication artefacts.

How will I be assessed?

Formative assessment: class based skills work with peer and tutor feedback.

Summative assessment 1: a creative story board to be used to create an advert to promote a new sport product/service, to an identified market. 10 images and captions and 250 word brief. (25%)
MLO 3, 4, 5



Summative assignment 2: Applied sport communication plan that builds on the story board produced in assessment 1. 4,000 words. (60%)
MLO 1, 2, 3, 4, 5


Assessments 1 and 2 will be submitted and student feedback administered via Turn-it-in.

Pre-requisite(s)

SP0749

Co-requisite(s)

N/A

Module abstract

Integrated Marketing Communications (IMC) is aimed toward ensuring that all forms of an organisation/brand’s communications and messages are carefully linked together to optimally affect the perception of value and behavior through directed communication in the context of sport. In this module you will develop knowledge of the key principles and practice relating to integrating marketing communications in the context of sport. The module encourages you to adopt a strategic and innovative approach guiding you in building a framework for the development, planning, implementation and evaluation of communications strategies for the marketing of sport products and services. Underpinned by global examples and case studies to demonstrate the importance and intricacies of integrating sport marketing communications from an international perspective, the module will develop your ability to critique and apply theory to practice through a combination of electronic resources, lectures, seminar activities and practical workshops.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 2 years part-time
2 other options available

Department Sport, Exercise and Rehabilitation

Location City Campus, Northumbria University

City Newcastle

Fee Information

Module Information

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