SP7015 - The Sport Marketing Process

You will experience a combination of lectures, seminars and tutorials, which will be supplemented with independent study tasks through the provision of reading and case studies. Tasks will be undertaken and then reviewed in the following session. These sessions are supported by the Electronic Learning Platform (eLP) where you can review key ideas. Taught content is mostly student-led, encouraging work around industry specific sport marketing issues and challenges. There is, however, still high involvement and instruction from academic staff. A mix between group peer, face-to-face teaching and self-led external case-based work will also allow you to acquire knowledge of a wide range of fundamental marketing principles and practice whilst concurrently analysing contemporary industry data relevant to case sport organisations.

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 is also further academic skills support available from the University Library services.

All modules at Northumbria include a range of reading materials that students are expected to engage with. Online reading lists (provided after enrolment) give you access to your reading material for your modules. The Library works in partnership with your module tutors to ensure you have access to the material that you need.

Knowledge & Understanding:
1. You will understand and apply a selection of conceptual models of the strategic marketing process as applied to sport,
2. Identify and critically appraise the key principles of a marketing-oriented approach to sport

Intellectual / Professional Skills & Abilities:
3. You will critically evaluate the macro and micro-management principles that influence the planning of sport marketing programmes.
4. You will analyse industry-relevant data and establish marketing opportunities for sustainable competitive advantage.

Personal Values Attributes (Global / Cultural Awareness, Ethics, Curiosity) (PVA):
5. You will construct a professional sport marketing document related to a specific marketing focus/challenge.

Formative assessment: You will be given the opportunity to undertake class-based skills work and receive tutor and peer feedback which will help in your assessments. You will be encouraged to engage in classroom activities to ensure you understand the theoretical underpinning. Tutorial support will be available for assignments to discuss the proposed structure, content and references.

Summative Assessment:
1. Oral presentation, 10 minutes (40% of module mark).
A sport market development plan for a new international territory for a client of your choice.
MLOs 1,2,3,4 & 5.
2. Report, 3,000 words (60% of module mark).
Sport Marketing Implementation Strategy.
MLOs 1,2,3,4 & 5.

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.

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The sports industry is experiencing tremendous growth and sports marketing plays an important role in this dynamic industry. To succeed in sports marketing you will need to understand both the complexities of the sports industry and the specific application of marketing principles and processes to targeted sports contexts. This module is designed to develop your knowledge of, and a practical approach towards, the theories and principles of sport marketing. Through a blended learning approach you will be encouraged to engage with key content of the module via the University ELP, developing your ability to apply theory to practice through a combination of lectures, seminar activities and practical workshops. You will develop a critical appreciation of the skills of marketing through the study of examples and case studies from the world of sport. The module will challenge you to engage with and apply contemporary theory and research to inform, develop and expand strategic/tactical planning and control techniques in organisational sport marketing. You will be taught all about the key skills, roles and competences needed in today’s sport industry, such insights will then help give you that “cutting edge” when you apply for that dream sport job. The content of the module will be research-informed and applied and the assessment will reflect this focussing on key functions within sport management and the various international career opportunities that are involved within the subject discipline.