Sports Marketing

Module code: MARK 2320

Module description

The Sports Marketing module builds on students' existing generic knowledge of marketing and applies it to the more specialised and contextualised sports industry. The module will begin by examining the distinctive nature of the sports industry and how these special features impact on sports marketing.

Students will be given the opportunity to apply key theoretical marketing principles, in particular, analysing the sports marketing environment, understanding sports consumers and organisations, examining the importance of market segmentation and the roles of branding, endorsements and sponsorship within a sports marketing context. Global examples will be utilised to demonstrate the importance of sports marketing from an international perspective. Students will also be given the opportunity to reflect upon the impact of new media and communications technologies in the ongoing effort to connect with sports consumers.

A continual theme running through the module is the development of students' information handling abilities and their use a range of theoretical models and tools to analyse specific sports marketing problems.

Contact hours per student per year

  • Lectures: 22 hours
  • Tutorials: 8 hours


  • Feature Article (1250 words): 50%
  • Individual Report (1250 words): 50%

Additional costs: No extra costs other than purchase of books


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