SP0749 - The Sport Marketing Process

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What will I learn on this module?

This module is designed to develop your knowledge of, and a practical approach towards, the theories and principles of sport marketing. You will develop a critical appreciation of the skills of marketing through the study of industry examples and case studies from the world of sport. You will engage with contemporary theory and research to inform, develop and expand strategic/tactical planning and control techniques in organisational sport marketing.

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, encouraging work around industry specific sport marketing issues and challenges. There is, however, still high involvement and instruction from academic staff. 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 principles and practice whilst concurrently analysing contemporary industry data 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:
• You will understand and apply a selection of conceptual models of the strategic marketing process as applied to sport;
• Identify and critically appraise the key principles of a marketing oriented approach to sport;
Intellectual / Professional skills & abilities:
• You will critically evaluate the macro and micro management principles that influence the planning of sport marketing programmes;
• You will analyse industry-relevant data and establish marketing opportunities for sustainable competitive advantage;
Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• You will construct a professional sport marketing document related to a specific marketing focus/challenge.

How will I be assessed?

Formative assessment: class based skills work with peer and tutor feedback.
Summative assessment 1: A sport market development plan for a client of your choice. 10 minute oral presentation. (40%)
MLO 1,2,3,4,5

Feedback from assessment 1 (the presentation), will inform the creation and development of the second summative assessment (a marketing implementation strategy).

Summative assignment 2: Sport Marketing Implementation Strategy. 3,000 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)

N/A

Co-requisite(s)

N/A

Module abstract

The sports industry is experiencing tremendous growth and sports marketing plays an important role in this dynamic industry. To succeed in sports marketing you will need to understand both the complexities of the sports industry and the specific application of marketing principles and processes to targeted sports contexts. This module is designed to develop your knowledge of, and a practical approach towards, the theories and principles of sport marketing. Through a blended learning approach you will be encouraged to engage with key content of the module via the University ELP, developing your ability to apply theory to practice through a combination of lectures, seminar activities and practical workshops. You will develop a critical appreciation of the skills of marketing through the study of examples and case studies from the world of sport. The module will challenge you to engage with and apply contemporary theory and research to inform, develop and expand strategic/tactical planning and control techniques in organisational sport marketing.

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 Northumberland Building, Newcastle City Campus

City Newcastle

Start September 2019

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