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.
Code ULMS857
Coordinator Dr DC Cockayne
Marketing (ULMS)
Year CATS Level Semester CATS Value
Session 2023-24 Level 7 FHEQ First Semester 15

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 10



Timetable (if known)              
Private Study 125


EXAM Duration Timing
% of
Penalty for late
CONTINUOUS Duration Timing
% of
Penalty for late
Individual report There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment. Assessment Schedule (When): Semester one    100       
Group presentation. Standard UoL penalty applies for late submission. This is not an anonymous assessment. Assessment Schedule (When): Semester one         


The module aims to:

Introduce students to concepts within sports marketing and sponsorship;

Introduce students to the characteristics of sports markets, and understand how these 'work';

Enable students to identify, understand and analyse the benefits of sports brands;

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

Learning Outcomes

(LO1) Be able to acknowledge the different forms of marketing practice specific to the sports business environment when formulating sports business practice.

(LO2) Demonstrate an ability to collect, analyse, and use actual secondary data to inform and justify hypothetical marketing decision-making at an executive level (e.g. overseas segmentation and positioning strategy).

(LO3) Be able to select key forms of marketing communications and evaluate their suitability for specific marketing objectives through reflective verbal discussion and written tasks.

(LO4) Demonstrate a critical awareness of the unique nature of sponsorship and the key considerations for a sports marketing manager in practice.

(LO5) Evidence a critical appreciation of the social nature of sport, and reflect constructively on possible implications for sports marketing theory and practice.

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

(S1) Commercial awareness. Developed through case-studies; guest speakers; site visits; independent study.

(S2) Organisational skills. Developed through class preparation; delivery of class activities; group presentations; sourcing of additional readings.

(S3) Communication skills. Developed through in-class presentations; written assignments; formative tasks as and when set; guest speakers.

(S4) IT skills. Developed throughout the module tasks, assignments, presentations and readings. Materials are online, and need accessing, while research and presentation will require use of specific software and data sites.

(S5) International awareness. Developed through classroom interaction; engagement with international cases in the business of sport; guest speakers; current affairs; lecture content; in-class activities.

(S6) Independent research skills. Developed through assignment preparation and readings; during creation and delivery of tasks linked to class-based activities.

(S7) Descriptive and basic inferential statistical analysis. Developed through presentation; interpretation and reflection of data in class activities; guest speakers; live simulation.

(S8) Teamwork. Developed through in-class activities, e.g. case studies.

(S9) Problem solving skills. Students will be asked to consider various sports marketing and sponsorship cases through critical lens.

Teaching and Learning Strategies

2 hour lecture x 5 weeks
2 hour seminar x 5 weeks
1 hour asynchronous learning x 5 weeks
125 hours self-directed learning

Marketing and sponsorship are inherently vocational, with much theoretical discussion centring on the practice and impact of successful marketing and sponsorship campaigns. As such it is necessary to ensure students are both informed of theoretical concepts, but at the same time given the opportunity to engage in live simulations, and case-study analysis to reflect on best practice and discuss possible alternatives. This approach further reflects the module aims in terms of introducing and critically analysing core theoretical constructs, while also allowing students to consider the potential for fresh and alternative practices in sports marketing and sponsorship in light of industry and social developments.

Students will engage in core readings to expand upon lectures, and also conduct research for case-study sessions. This time is also g iven for students to attend guest lectures that are delivered outside the specific remit of the MSc programme, but that are also considered relevant.



Introduction to sports marketing and sponsorship;

Sports brands and valuation;

Market research, market analysis and sport;

Sports markets and fan-base analysis;

Sports marketing mix; product/service; place, price and promotion;

Marketing communications, media, social media and sport;

Sports sponsorship - the role and growth of sponsorship in sport;

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.