ULMS Electronic Module Catalogue
The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title Marketing, Sponsorship and Media in the Thoroughbred Horseracing Industry
Code ULMS606
Coordinator EM Prof T Cannon
Work, Organisation and Management
T.Cannon@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2019-20 Level 7 FHEQ First Semester 10

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):
 

Modules for which this module is a pre-requisite:
 

Programme(s) (including Year of Study) to which this module is available on a required basis:
 

Programme(s) (including Year of Study) to which this module is available on an optional basis:
 

Teaching Schedule
  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours 28

           28
Timetable (if known)              
Private Study 72
TOTAL HOURS 100

Assessment
EXAM Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
             
CONTINUOUS Duration Timing
(Semester)		 % of
final
mark		 Resit/resubmission
opportunity		 Penalty for late
submission		 Notes
Group presentation There is a resit opportunity. Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (When) :1  15 minutes    40       
Individual written assignment There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment. Assessment Schedule (When) :1  3000 words    60       

Aims

To introduce students to concepts within sports marketing and sponsorship;

To enable students to identify, understand and analyse the benefits of sports brands, the characteristics of sports markets and how these work successfully especially in the thoroughbred horseracing industries.

Learning Outcomes

(LO1) To understand the sports market;

(LO2) To acquire specific knowledge and understanding of sports brands, segmentation of sports markets and how to research sports markets;

(LO3) To understand the drivers of marketing success and what underpins this;

(LO4) To understand what is specific about sports markets and how to meet the challenges of operating successfully within these.

(S1) Understanding of key sports marketing concepts

(S2) Teamwork skills

(S3) Organisation skills

(S4) Communication skills

(S5) IT skills

(S6) Independent Research skills

(S7) International awareness

Teaching and Learning Strategies

Teaching Method 1 - Lecture
Description: Lectures split into 8 half-day packages and combined with opportunity for un-assessed group work and discussion to assist learning.
Attendance Recorded: Not yet decided

Self-Directed Learning Description: Independent study

Syllabus
 

Introduction to sports marketing and sponsorship;

Media rights;

Data rights;

Sponsorship;

Event promotion;

Racing industry marketing initiatives;

Media relations, notably television;

Social media and affinity marketing;

Internet and social gambling and gaming;

Innovation in marketing and the media;

Social marketing and sport.

Recommended Texts
Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.