MK9515 - Dynamics of Marketing in Sport, Music, and Fashion

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What will I learn on this module?

This module helps you gain an in-depth and up-to-date understanding of marketing practice in sport/music/fashion industry, and develop your marketing and management skills including communication, problem solving, data analysis, teamwork etc. The main contents of the module will cover the following topics:
• Main issues in sport/music/fashion industry;
• Emerging trends in sport/music/fashion marketing;
• Understanding sport/music/fashion consumers and fans;
• Marketing of sport/music/fashion products;
1. Products and branding
2. Price
3. Place
4. Promotion
• Marketing through sport/music/fashion events;
1. Event marketing
2. Sponsorship
• Best marketing practice and successful campaigns
• Developing an integrated marketing plan (including marketing metrics)
• Ethical issues in sport/music/fashion marketing (e.g. copyrights, intellectual property rights, ambush marketing, false advertising etc.)
• Career directions and related jobs

How will I learn on this module?

Teaching and Learning Plan clearly outlines the structure of the module and assessment, covered topics, and details of tutor-directed and independent learning. The module is delivered by a dynamic academic team of researchers and industry professionals who have extensive and up-to-date experience in sport/music/fashion industries.
The module consists of 3 hours per week and 12 weeks for the second semester.
• 18 x Lectures: delivered by tutors who specialize in a particular area, as well as professional guest speakers from sport/music/fashion industry on the main topics.
• 12 x Seminars: case study, group discussion or activities on lecture topics, focus on the application of theory into practice.
• 6 x Workshops: you will work on the students-generated content/projects based on your own experiences/interests (vote for hot topics), or involve in mini projects /tasks (developed by companies or business partners) to help solve real business problems.

Directed learning will focus on pre-reading, activity based learning through specially designed seminar exercises, and the use of the e-Learning Portal (eLP). Independent learning will be based upon your own initiative in further exploring and researching areas of interest.

The module will be delivered through knowledge integration method. Instead of teaching individual knowledge, it emphasizes on the logical relations, holistic views, and thinking reflection. It enables you to see the whole picture around a topic and enhances your understanding of links between different knowledge and develops your critical thinking skills.

How will I be supported academically on this module?

This module will be designed and managed by the module tutor who will be responsible for guiding you in your engagement and learning on this module. Seminar tutors and lecturers will provide academic guidance in class and via email where appropriate. All relevant instructions and notes for lectures and seminars will be accessible online and through mobile via the e-Learning Portal (eLP). Individual appointment can be made if you need further guidance or feedback on your work or assignments.

The University provides an excellent library facility which is accessible 24/7 during term time and includes access to a wide variety of specialist journals, electronic database, and other relevant publications focusing on the themes covered in this module. There are top of the range IT facilities at the Faculty of Business and Law building where your formal study sessions will take place.

10% of the module contents will be determined by you. You will vote for your interested area or topics. The students who have specialist knowledge background around that topic can contribute to the content. Your feedback and comments on the module will be collected on a regular basis.

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:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
• Demonstrate familiarity with the characteristics of sport/music/fashion consumers and gain an in-depth understanding of the main issues and emerging trends in sport/music/fashion marketing. (MLO1)

• Apply context specific marketing theories to associated professional settings. (MLO2)

Intellectual / Professional skills & abilities:
• Develop and communicate an integrated marketing plan based on the critical analysis of the company’s current situation and findings from secondary/primary research. (MLO3)

• Critically reflect on personal strengths and interests for development with a view towards future career direction and relevant employment. (MLO4)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Demonstrate an awareness of ethical issues across sport, music and fashion marketing contexts. (MLO5)

How will I be assessed?

3-5 students who share similar interest in sport/music/fashion will form a group. Each group will select a sport/music/fashion organisation (ideally from our school’s business partners who are willing to engage in these marketing projects). You will act as marketing consultants to analyse the organisation’s marketing environment, review its current marketing strategy, and propose a new marketing plan to help the organisation to either achieve the goals or solve the problems. The assessment consists of two parts:

1. Group Presentation: Each group will deliver a 10-15 minutes presentation based on the environmental analysis and review of the company’s existing marketing strategy. This component will address MLO1, MLO2 and MLO4.

2. Individual Marketing Plan Report: Each of you will develop an integrated marketing plan and produce a 2500 word report. This component will address MLO3, MLO4 and MLO5.


Introductory marketing module



Module abstract

Marketing has undergone significant changes over the past few years due to highly competitive and dynamic global environment. This module is designed for the students who have a passion for sport/music/fashion and a desire to work within the sport/music/fashion industries. Featuring the main issues, new trends, and key challenges in sport/music/fashion marketing, this module helps you understand how marketing has evolved and how marketing theories are applied in a particular industry. It also helps you build relevant marketing and management skills required to begin a career in areas such as events marketing, sponsorship, public relations, retailing, brand management, customer relationship management, and digital marketing etc. The module is delivered by a dynamic academic team of tutors, researchers, and industry professionals who have extensive and up-to-date experience in sport/music/fashion business.

Course info

UCAS Code N550

Credits 20

Level of Study Undergraduate

Mode of Study 4 Years Full Time

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2020

Fee Information

Module Information

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