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 ULMS860
Coordinator Dr DS Parnell
Marketing (ULMS)
Year CATS Level Semester CATS Value
Session 2023-24 Level 7 FHEQ Second 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


The module aims to:

Enable students to synthesise concepts and theories from the breadth of sport business disciplines in order to critically evaluate practice within a range of sports organisations;

Introduce students to the practical sports business environment;

Consider career opportunities within sport business and develop an action plan to achieve their career aim;

Develop reflective students that understand both the 'know-how' and 'know-why' functions of sports industries.

Learning Outcomes

(LO1) Discuss the key reasons for differences in business practice within the sport industry, and identify overarching issues that impact on them;

(LO2) Demonstrate the ability to synthesise and critique theories and concepts from a breadth of sport business disciplines in order to appraise sport business practice;

(LO3) Reflect critically on their own values, attributes and practice with regard to future career aims;

(LO4) Develop a sustainable appreciation of sports business practice to inform future management decision-making;

(LO5) Formulate alternative forms of 'practice' that are theoretically informed, and could be used to inspire more ethical and responsible sports business practice.

(S1) Adaptability. The synthesis and application of learning from across the MSc Sport Business to a range of sports business will enable students to appreciate the dynamic nature of the sports industry and the need for flexibility and adaptability. This will be developed through the group based assessment which will require students to be flexible and adaptable in order to work as a team to create the video presentation.

(S2) Commercial awareness. The exposure to and analysis of a range of sports businesses will enables students to appreciate that the need for a commercial approach is pertinent throughout the sport industry.

(S3) Teamwork. Students undertake a group based assessment.

(S4) Organisation skills and ability to work under pressure. The nature of the group based video assessment mean that students will have to be organised and work under pressure in order to plan and develop video content to put together in their final assignment.

(S5) Communication skills. Students will develop their communication skills through listening to and questioning guest speakers during formal presentations and whilst on organisational visits. They will also develop skills in using digital media to communicate through the video presentation assessment. Finally, they will develop a written communication skills through the reflective report.

(S6) IT skills. The use of the video assessment will enable students to develop IT to enhance presentations.

(S7) Lifelong learning skills. The inclusion of career management will ensure students have a foundation from which to continually build skills and knowledge in order to be able to follow a flexible career path.

(S8) Ethical awareness. Students will analyse the significance of sustainability as part of their analysis of the business practice of sports organisations.

(S9) Leadership. The visits and group assessment will enable students to appreciate their own and other leadership approaches.

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



Business practices will be critically evaluated in a range of organisations using visits, guest speakers and case studies. These will include:

Private sport businesses;

Public/governance sport organisations;

Elite sports clubs.

A particular focus will be on the following themes:

Strategies and values of sport businesses: case studies, visits and guest speakers will be used to facilitate the application of knowledge from the module ‘Strategic Organisation’ to explore the purpose, values and strategies of sports businesses;

Sustainability and sport business practice: this will develop students’ critical understanding of sustainability through analysis of the significance of sustainability within sports business practices;

The key themes of digital practice in sport organisations, fan engagement and sponsorship activation introduced in the module ‘Sport Marketing, Sponsorship and Media’, will be developed and explored through analysing business practice within the range of sports organisations examined in the module;

Contemporary issues: the study of business practice within sports organisations will highlight the key issues that are impacting on them, consequently these will be determined according to the business environment at the time of the module delivery and the innovative practices being used to address them;

Career development and management within the sport industry – based on the range of organisations studied and independent research, students will explore the range of career opportunities within the sport industry in relation to their own attributes and identify areas for development.

Recommended Texts

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