This module will introduce students to sports marketing and sport operations. The module will explore the ways in which sports brands: products, services and experiences are distinctive compared to those in other industries. The module will provide understanding of key marketing concepts including market analysis, segmentation, targeting and positioning, brand and marketing mix in relation to sport. The module will also explore sport operations and the hosting of major sporting events. Real world examples will be used to look at sports marketing and sport operations in relation to international markets, sustainability and ethics and in relation to digital transformation.