SMGT40410 Sports Marketing

Academic Year 2020/2021

This module focuses on the major processes and decisions that sport marketing executives encounter in their efforts to synchronise the objectives and resources of their sport organization with the needs and demands of sport consumers in the marketplace. The module examines sport delivery systems, the sport marketplace, and the marketing/marketing communications activities necessary to target key stakeholders. Students acquire an understanding of the theories of sport marketing and the application of their principles and processes as well as comprehending the corporate context of marketing. Sport sponsorship techniques and strategies are evaluated and the process of developing a sports sponsorship proposal is studied. The module also examines contemporary and emerging issues in sport marketing such as the continuing development of digital platforms, the quest for marketing accountability, and the range of regulatory and ethical issues which prevail in the marketing arena.

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Curricular information is subject to change

Learning Outcomes:

1. Understand the role and process of marketing in a challenging business environment;
2. Appreciate changing consumption habits in the digital world;
3. Undertake the process of market segmentation, positioning and targeting;
4. Assess the strategic nature of brand development and management in a sport context;
5. Identify the complementary nature of the elements of the marketing mix;
6. Understand the role of offline and digital marketing platforms in achieving an integrated approach to marketing communications;

Indicative Module Content:

Student Effort Hours: 
Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Approaches to Teaching and Learning:
In line with the MSc programme values, the module utilises a teaching and learning approach which places students at the centre of the learning experience; promoting a collaborative and interactive learning process. Students have the opportunity to actively engage and learn during the module through lectures, class discussions, reflective learning and group work. 
Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Group Project: < Description > Unspecified n/a Graded No


Assignment: < Description > Unspecified n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Summer No
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Students will be provided with group feedback from the module leader post assessment of their group report and presentation. Students will also be provided with feedback on their individual assignment post assessment.

Name Role
Ms Ros Beere Lecturer / Co-Lecturer
Professor Eleni Theodoraki Lecturer / Co-Lecturer
Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.

Lecture Offering 1 Week(s) - 18, 19, 20, 21, 22 Fri 09:00 - 16:50