SP0486 - Principles of Sport Marketing

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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;
• Sport consumer culture.
Sport marketing is more dynamic and complex than you may have previously thought, which is what makes this such an exciting module to study. 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. In particular we focus on the role of research in the development of successful global marketing strategies. 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 local clubs; providing you with an understanding of similarities and differences between the private, public and third sectors.
Generally through your active engagement with this module, you will develop an interest and curiosity in concepts related to the marketing of sport and marketing through sport.

How will I learn on this module?

Your learning on this module will be divided into interactive lectures, seminars, and independent weekly reading. The lectures will be delivered in a formal manner; however, you are encouraged to interact throughout. Seminar sessions will provide opportunities for formative assessment through directed study and reporting of independent study tasks. Feedback from regular in-class and directed study tests will be provided throughout the module, as this wil help you to learn th subject and to prepare for the assessment. The independent weekly reading tasks are directly related to the module exam; completing the weekly reading will provide you with an opportunity to discuss marketing theory in relation to contemporary sport marketing case studies.
In addition to the taught sessions, a range of electronic and interactive resources will be available via the Electronic Learning Portal (eLP), including lecture materials, directed reading tasks, formative (practice) exams, and links to video clips, as well as the use of discussions boards and wikis and links to external websites.

How will I be supported academically on this module?

Support will include feedback from tutors during small-group seminars and tutorials. In addition tutors will respond to questions via the module’s discussion board at the University’s eLearning Portal so that the whole group can benefit.
Peer learning is central to learning on this module - we all have experienced marketing and consumption - tutors will support the development of this through a series of discussions and exercises, which will focus on personal and group experiences.
Contact details for all tutors for this module are available in the module handbook and via the eLP and where appropriate and with your agreement, answers to your queries that would be beneficial to the whole group will be posted on the eLP discussion board so all may benefit.

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 be able to identify and describe the key principles of a marketing orientated sports organisation;
• You will demonstrate an understanding of the processes, strategies and techniques involved in establishing and developing customer relationships.
Intellectual / Professional skills & abilities:
• You will be able to recognise and discuss macro and micro management principles that influence the planning and development of entrepreneurial sport marketing programmes;
• You will develop an understanding of a range of communication strategies, including oral, visual, written, and electronic (social media).
Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• You will be able to identify creative links between sport marketing concepts and global contemporary issues.

How will I be assessed?

There are formal assessments in every seminar on this module. In addition, practice exams are regularly uploaded on to the eLP, to enable you to test your development of knowledge.
The summative assessed on this module is an individual exam, which will cover LO’s 1 – 5. The exam will explore a number of sport marketing concepts (you will be told which ones on the assessment brief).
You will receive feedback on your exam in a number of ways; generic group feedback will be provided by email (no individual marks or comments will be released in this way), written feedback will be provided on the script, a group feedback session will be scheduled, and tutors will be available to clarify feedback comments.





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 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. 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

UCAS Code CN62

Credits 20

Level of Study Undergraduate

Mode of Study 3 years full-time

Department Sport, Exercise and Rehabilitation

Location City Campus, Northumbria University

City Newcastle

Start September 2020

Fee Information

Module Information

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