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 Sports Marketing and Sponsorship
Code MGTK707
Coordinator Mr DC Cockayne
Marketing (ULMS)
David.Cockayne@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2022-23 Level 7 FHEQ Whole Session 15

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

MGTK701 Global Context of Sports Business 

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 2

        24

26
Timetable (if known) 120 mins X 1 totaling 2
 
        180 mins X 1 totaling 24
 
 
Private Study 124
TOTAL HOURS 150

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
Individual essay Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes    50       
Video presentation Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: No  10    40       
Presentation discussion Reassessment Opportunity: Yes, via a 350 word reflective report Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes    10       

Aims

The module aims to:

Introduce students to concepts within sports marketing management and sponsorship;

Introduce students to the characteristics of sports markets and their constituent stakeholders;

Develop critical understanding of sports markets, and to nurture commercially relevant and socially impactful sports marketing practice;

Enable students to identify, understand and analyse sports brands;

Introduce students to ‘marketing intelligence’ (digital data analytics and digital technologies) in a sports marketing context.


Learning Outcomes

(LO1) Students will be able to differentiate between different perspectives on sports marketing (i.e. management; social; marketing-through-sport).

(LO2) Students will be able to demonstrate an ability to collect, analyse, and use secondary data to inform marketing decision-making at an executive level (e.g. overseas segmentation and positioning strategy).

(LO3) Students will be able to evaluate suitability of different research and communication techniques through reflective verbal discussion and written tasks.

(LO4) Students will be able to demonstrate a critical awareness of the unique nature of ‘sponsorship’ and the key considerations for a sports marketing manager.

(LO5) Students will be able to evidence a critical awareness of digital marketing intelligence and how this might be used in sports marketing.

(LO6) Students will be able to (re)organise and communicate the value propositions of sports brands at a strategic level.

(S1) A problem solver.
Students will be asked to consider various sports marketing and sponsorship cases through critical lens.

(S2) Numerate.
Students will develop skills in descriptive and basic inferential statistical analysis which is developed through the interpretation and reflection of data in class activities; guest speaker videos; live simulation.

(S3) Commercially aware.
This will be developed through case-studies; guest speaker videos; independent study.

(S4) An excellent verbal and written communicator.
Students will have the opportunity to develop written and oral communication skills through virtual group discussions and online presentation and individual assessment.

(S5) IT literate.
The nature of the course, in terms of on line delivery, will enable students to develop skills in using a virtual learning/communications environment, additionally will be required to use specific software and data sites.

(S6) Internationally aware.
This will be developed through engagement with international cases in the business of sport; guest speakers videos; current affairs; on line lecture content and activities.


Teaching and Learning Strategies

The module will primarily be delivered through eight e-lectures/seminars. These will consist of podcasts covering key concepts and theories on marketing and sponsorship. Individual online tasks and discussion boards will be used to develop and apply learning within the sport industry and the students’ own work contexts. These will be moderated by the module tutor. Students will also be directed to key academic and practitioner readings to further develop their learning.

Unscheduled Directed Student Hours: 24 hours

Description: The e-Lectures/seminars will equate to 3 hours/week over 8 weeks, undertaken asynchronously.

Attendance Recorded: Yes – tracked via the learning platform.

Additionally, one scheduled synchronous seminar will be delivered (if there are issues with time zones another seminar will be provided).
Scheduled Directed Student Hours: 2 hours

Description: The scheduled seminar will equate to 2 hours undertaken synchronousl y. The date and time of the seminar will be confirmed at the start of the module.

Attendance Recorded: Yes – tracked via the learning platform.

Self-Directed Learning Hours: 124 hours

Description: This will involve directed and independent reading, independent research and assessment preparation.


Syllabus

 

Introduction to Sports Marketing and Sponsorship.

Sports Brands & Valuation.

Social Marketing and Sport.

Sports Markets & Market Research.

Sports Marketing Intelligence (Digital technologies & Data analytics).

Sports Marketing Mix; Product/Service; Place, Price and Promotion.

Marketing Communications, Media, Social Media and Sport.

Sports Sponsorship.


Recommended Texts

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