SP7023 - Sponsorship and Strategic Sport Brand Management

What will I learn on this module?

In this module you will develop knowledge of the key principles and practice relating to strategic sport brand management and sponsorship, presenting an innovative approach that helps you build a framework for the initiation, development, planning, implementation and evaluation of partnerships and communications strategies. The module is underpinned by global examples and case studies to demonstrate the importance and intricacies of sports brands and partnerships from an international perspective, exposing you to many of the modes of practice used to affect the perception of value and behaviour through directed communication in the context of sport. Students will be encouraged to appraise the breadth of current and emerging digital communication platforms, understanding their role in reaching consumers, and they will develop a critical understanding of the essential role sustainability plays in creating successful sports brands.

How will I learn on this module?

The taught content will be delivered and provided in a variety of formats such as lectures, seminar and workshops, 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. You will also be set independent tasks, informed by industry practice and key literature, to complete outside of class time to further develop your understanding of the taught content. Case studies will be shared, and you will be encouraged to seek out examples which are relevant to your areas of interest. Students will be encouraged to explore creative digital presentation software for their assessment submission.

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. Dedicated assessment sessions will take the form of peer review sessions, to replicate industry creative environments. These sessions allow you to present, and to give and receive feedback on yours and your peers’ work. Building confidence in prowess as a presenter and a critic. 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 is also further academic skills support available from the University Library services.

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:
1. Conceptually analyse a framework for Strategic sport brand management and sponsorship;
2. Demonstrate critical insights into the strategic and innovative application of partnerships and brand communications

Intellectual / Professional skills & abilities:
3. Critically evaluate the application of strategic communications and partnerships for a range of sports entities;
4. Analyse the role of sponsorship and branding in the development of digital and data driven marketing strategies;

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

5. Work creatively with the principles and techniques core to effective brand and sponsorship activation in order to produce innovative, industry-facing proposals and communication artefacts.

How will I be assessed?

Summative assessment 1: A creative story board to be used to initiate and activate a sports brand sponsorship, to an identified market. 12 images and 50 word captions and 300-word rationale. (40%)
MLO 3, 4, 5

Summative assignment 2: Applied sport communication plan that builds on the story board produced in assessment 1. 4,000 words. (60%)
MLO 1, 2, 3, 4, 5

Formative assessment: class-based skills work with peer and tutor feedback.

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.

Pre-requisite(s)

N/A

Co-requisite(s)

N/A

Module abstract

Sponsorship and Strategic Sports Brand Management (SSSBM) is aimed toward ensuring that sports brand communications and partnerships are constructed to optimally affect the perception of value and behaviour through directed communication in the context of sport. In this module you will develop knowledge of the key principles and practice relating to partnerships and strategic brand communications in the context of sport. The module encourages you to adopt an innovative approach guiding you in building a framework for the development, planning, implementation and evaluation of partnerships and communications strategies in the digital era to deliver enhanced performance and brand equity. Underpinned by global examples and case studies to demonstrate the importance and intricacies of partnerships and brand communications from an international perspective, the module will develop your ability to critique and apply theory to practice through a combination of electronic resources, lectures, seminar activities and practical workshops.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 1 Year Full-Time
1 other options available

Department Sport, Exercise and Rehabilitation

Location City Campus, Northumbria University

City Newcastle

Start September 2023

Fee Information

Module Information

All information is accurate at the time of sharing.

Full time Courses starting in 2023 are primarily delivered via on-campus face to face learning but may include elements of online learning. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.

Contact time is subject to increase or decrease in line with additional restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors, potentially to a full online offer, should further restrictions be deemed necessary in future. Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.

 

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