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Programme summary

1. Programme Aims

This course aims to: 

• Provide students with a comprehensive understanding of sport marketing, and develop their skills to address associated challenges in the most effective way, with a thorough foundation in principles of marketing
• Utilise sport marketing techniques to analyse and evaluate problems and respond to challenges faced by marketers in real world scenarios
• Build students’ knowledge and expertise in various elements of marketing practice to create successful sport marketing strategies
• Provide students and teams with employment skills essential to sport marketing, such as market research, communications, target marketing, and managing marketing campaigns
• Provide students with an overarching view of the context in which today’s consumers, businesses and societies operate, including the ethical requirements faced by the sport marketing profession.

2. Relevant subject benchmark statements and other external reference points used to inform programme outcomes:

• UK Quality Code for Higher Education, The Quality Assurance Agency for Higher Education, April 2012, especially Part A: Setting and maintaining academic standards:
• The Frameworks for Higher Education Qualifications in England, Wales and Northern Ireland (FHEQ), the QAA, August 2008
• Master’s Degree Characteristics, the QAA, March 2010
• The Higher Education Credit Framework for England, the QAA, August 2008
• The Quality Code, Part B: Assuring and enhancing academic quality
• Chapter B1: Programme Design, Development and Approval
• Chapter B3: Learning and Teaching
• Chapter B4: Enabling student development and achievement
• Chapter B6: Assessment of students
• Subject benchmark for the Hospitality, Leisure, Sport and Tourism group.pdf)
• Master’s Degree Subject Benchmark for Business and management, the QAA, 2007

3. Programme Learning Outcomes

3.1 Knowledge and Understanding

On successful completion of this programme, students should be able to demonstrate a thorough knowledge and systematic understanding of:  

• K1 Principles and practices of marketing with a clear understanding of the underlying theories and usage in a national and international sport marketing context.
• K2 Sport consumers/customers and how this knowledge can be used to make better sport marketing decisions
• K3 Market research techniques including how to design, perform, and present effective sport market research
• K4 Traditional and emerging marketing practices and their relationship to sport marketing practice in a national and international context
• K5 The role of sponsorship in the sport marketing mix.

3.2 Skills and other attributes

a. Subject-specific cognitive skills:

On successful completion of this programme, students should be able to: 

• C1 Critique and apply marketing concepts and theories and their implications to the sport marketing sector
• C2 Critically analyse marketing strategies and practices and their relationship to sport marketing in a national and international context
• C3 Critically evaluate effective marketing campaigns and apply this knowledge to develop national and international sport marketing strategies
• C4 Critically analyse customer behaviour using customer behavioural models to inform sport marketing and sponsorship decisions

b. Subject-specific practical skills:

On successful completion of this programme, students should be able to: 

• P1 Identify, research and critique core principles and practices of sport marketing suitable for a given scenario
• P2 Independently design and conduct market research utilising a range of tools appropriate for the task
• P3 Employ effective marketing strategies, and utilise tools to measure the performance of sport marketing strategies
• P4 Implement effective sponsorship strategies, and utilise tools to measure effectiveness of such strategies

c. Key transferable skills:

On successful completion of this programme, students should be able to:

• T1 Demonstrate skills in analysing information with attention to details, including critical analysis of relevant work
• T2 Communicate complex concepts to expert and non-expert audiences in a compelling and convincing manner
• T3 Work independently or in groups to successfully complete time critical projects.
• T4 Generate new ideas and concepts
• T5 Select and use appropriate investigative and research skills

4. Programme structure

Semester 1, 2020/21 (January 2021)

Semester 2, 2020/21 (February to June 2021)

Compulsory Modules (45 credits)

Optional Modules (students should select 15 credits worth of modules)

Semester 3, 2020/21 (June to September 2021)

Compulsory Modules (75 credits)

Semester 1, 2021/22 (October 2021 to January 2022)

Compulsory Modules (30 credits)

Optional Modules (students should select 15 credits worth of modules)

5. Criteria for Progression and Degree Award

In order to be eligible for the award, candidates must satisfy the requirements of Regulation XXI. 

All modules available in the Special Assessment Period (SAP) unless specified in the Module Specification.

6. Relative Weighting of Parts of the Programme for the Purposes of Final Degree Classification

Not applicable.