SP5037 - Digital Sport & Business Marketing

What will I learn on this module?

This module addresses the rapidly evolving areas which have an impact upon sport and sport business. The digital age has brought many challenges and opportunities to those who are managing in sport. This module looks to equip those who have aspirations of working in sport business with the capacity to address the challenges and take advantage of the opportunities presented by digital sport and business marketing. The key concepts which will be considered in this module can include sport marketing in the digital age, social media in sport marketing, fan engagement in online environments, fan activation and involvement with sport business, the importance of sport communication strategies and future considerations for the sport marketer. Students will engage with the current key digital platforms available. By the end of the module students will have developed an awareness of the significance that digital marketing has on the sport business and the challenges and opportunities.

How will I learn on this module?

The taught content will be delivered and provided in a variety of formats, and you will be able to access materials on the eLP. There will be the opportunity to work in smaller groups with discipline specific members of staff who will facilitate context driven discussion and learning.

There will be a range of real-world case study based examples for students to scrutinise and investigate which will help to consolidate key concepts and ideas related to digital marketing. You will also be set independent tasks informed by key literature to complete outside of class time to further develop your understanding of the taught content.

How will I be supported academically on this module?

Module information, assessment requirements and expectations, and important module announcements will be made through the eLP. Material to support your learning will be uploaded in advance of sessions. You will be provided with content verbally and guided through tasks during timetabled sessions. A dedicated assessment session will afford you the opportunity to ask assessment related questions in class. The Module Leader is there to support you with any queries that you may have about the module content, and all staff members provide tutorial time outside of class time. Module tutors will provide you with the necessary information on how to arrange a tutorial. You will have the opportunity to receive formative feedback on your development during the module, and you will receive feedback on summative work to help you identify areas of strength and areas for development. There will be the opportunity to discuss your feedback with a member of staff during a tutorial. There are also further academic skills support available from the University Library services where you can gain access to study skills / academic writing and support materials, as well as links to booking both on and off campus study skills sessions.

If this module is in option pot two for your programme, you will receive advice and guidance at a module options event to help you make an informed decision about how it fits with your own academic and professional development. Online pre-learning material will be made available to help you prepare for the module.

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:

Demonstrate an understanding and awareness of the key concepts in digital marketing and communications;

To consider the key concepts in order to create a campaign to speak to relevant stakeholders.

Intellectual / Professional skills & abilities:

Communicate information to internal and external stakeholders through media and a digital content campaign.

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

Demonstrate an awareness of ethically sound and culturally sensitive digital marketing strategies.

How will I be assessed?

Summative Assessment:

Individual portfolio (2000 words) which equates to 100% of the module marks. Students will develop their own portfolio of work linked to a digital sport and business marketing strategy (MLO’s KU 1,2; IPSA 3; PVA 4).

Formative Assessment: Formative feedback will be provided on an on-going basis during sessions and seminars. Students will have the opportunity during seminars to research, evaluate and discuss the key areas of the module. Directed tasks will require students to engage in the module content to demonstrate their understanding of the application of this information. Support and feedback will be provided by module staff and peers.

Summative Feedback

You will receive written or audio feedback on your summative assessment to help you identify areas of strength and areas for development. There will be the opportunity to discuss your feedback with a member of staff during a tutorial.





Module abstract

Digital Sport and Business Marketing is a contemporary and growing area for managers working in sport to be aware of. Creating and capturing an online audience in order to promote a sport product or service is a central activity in the sport industry. Not only will this module cover the concepts, ideas and knowledge to help sport managers to addresses the challenges faced in the sport industry, it will highlight the opportunities that can be created and exploited through understanding trends and utilising effective digital sport and business marketing. Students are challenged to think like sport and business managers in order to create value in the sport industry, in this vocationally significant module which encourages strategic thinking, accurate observations and creative flair.

Course info

UCAS Code CX65

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Full Time or 4 years with a placement (sandwich)/study abroad

Department Sport, Exercise and Rehabilitation

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


Useful Links

Find out about our distinctive approach at 

Admissions Terms and Conditions

Fees and Funding

Admissions Policy

Admissions Complaints Policy