Sports Business and Analytics

During the first semester, you will undertake three compulsory modules of 20 credits each (60 credits in total).

COMPULSORY MODULES

• ULMS857 Sport Marketing and Sponsorship
  Marketing and sponsorship are two of the key commercial drivers of the sports industry. They also differ substantially in both conceptualisation and practical implementation in comparison to other industries. This module introduces students to these fundamental differences, along with the unique management approaches, communication platforms, organisational processes associated with the marketing and sponsorship activities in professional sport. A key part of the module is also to introduce students to the concept of social marketing, drawing attention to the potential for commercially relevant, yet socially impactful marketing and communications practice.

• ULMS725 Introduction to Programming and Analysis
  This module introduces students to the fundamentals of using R Studio or similar tools for programming and data analysis. Specifically, the course will cover the basics of R Studio, web scraping, data management, regression modelling, machine learning methods, and data visualisation. Students will learn to apply these methods to sports contexts and critically evaluate which techniques best suit specific data-driven operational questions. Through this module, students will gain hands-on experience curating and analysing their own datasets using advanced methods. They will apply these skills in sports-related scenarios and critically assess the appropriateness of various techniques for different research and decision-making challenges.
• ULMS856 The Global Context of Sports Business
  The evolution of sport into a global structure of social and commercial interaction requires future sports business practitioners to have a robust, reflective understanding of the globalisation of sport – including its history, determining features, influences, and contemporary issues for future practice. This module is designed to introduce students to the complex, multi-domestic environment in which sports business exists. The political, social, economic, and technological significance of sport relative to contemporary issues of governance, ethics and sustainability in the business of sport is of critical importance to this module. Additionally, the internationalization of major sports brands into overseas markets necessitates enquiry into the commercialisation and consumption of sport in both local and international contexts. These topics also act as a primer for later modules in marketing, and sports business practice. International case studies in the business of sport, and guest speakers will be used to punctuate theoretical discussions, and help illustrate core concepts for students. The central aim here is to provide students with an overview of the global sport arena, whilst also equipping them with a critical lens in which to evaluate the practice and impact of sports business. This approach helps to lay the foundations for future modules.

During the second semester, you will undertake three compulsory modules of 20 credits each (60 credits in total).

COMPULSORY MODULES

• ULMS897 Sports Finance and Economics
  This module aims to give students an understanding of the key elements of finance and economics and how they impact upon sports organisations. In terms of finance, the module will focus on the balance sheet, breaking it down into the main assets that are used by a sporting institution and the alternative means through which those assets are financed. The concept of profitability and breakeven (for private and non-profit making organisations) from the income statement will be used to identify the main revenue streams and costs involved in running a sporting institution along with the differences between profit and cash flows. This will enable students to analyse the financial statements of a sports based business through the use of financial metrics and key performance indicators. Additionally, ownership models will be analysed with the emphasis between those which focus on sporting versus financial achievements. Different techniques and models will be used to show how to value a sporting institution, along with the risks of using some of these models.The module will also provide students with a better understanding of the main analytical techniques to understand some key issues in sports economics. Sports economics will be used as a laboratory to study general economic problems. While the module does not require any previous knowledge in econometrics and quantitative analysis, the aim is for students to learn to interpret some of the main results found in relevant research papers on the different aspects of sports business.
• ULMS744 Sports Data Analytics in Practice
  This module provides students with real-world experience by simulating the work typically undertaken for a sports organisation. Over the semester, students will engage with a complex case study, culminating in delivering a professional report and presentation designed for senior executives.
• ULMS726 Methods for Managerial Decision-Making in Sports
  This module provides students with essential tools and knowledge for data-driven decision-making in sports management. It covers regression analysis, machine learning, forecasting, simulation, and data visualisation. The module explores the role of sports analytics across various sports and organisations, enabling students to identify and address key managerial challenges effectively. This module equips students with the skills to apply data-driven techniques in sports management. By focusing on regression analysis, machine learning, forecasting, simulation, and data visualisation, it helps managers make informed decisions in a sports context.

OPTIONAL MODULES

• ULMS899 Sports Strategy and Governance
  This module considers what strategy is and what it means for the different types of sports organisations. The global sports sector comprises a large and diverse range of organisations; from for-profit companies such as Nike and Adidas though to major media companies including Sky and Netflix. Beyond this, there is a larger proportion of non-profit organisations, such as governing bodies, clubs and leagues. The module covers the goals of the organisation; vision, purpose and values; tools and techniques for strategic planning, and the ways in which resources and capabilities of the organisations can be developed. The module also focuses on the governance structures of sports organisations, the trade-offs which are made in adopting different governance structures and the way in which these can impact on the effective operation of sports. The module will further look at different sport governance policy and principles and examine how effectively these are being used.

You will complete your course with a final 60-credit applied research project or dissertation.

For your final project you will be supported by an academic supervisor

• ULMS790 Dissertation
  Conduct an academically oriented research project based on a case, organisation, or context of their choice.