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 |
Dr DC Cockayne Marketing (ULMS) David.Cockayne@liverpool.ac.uk |
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Year | CATS Level | Semester | CATS Value |
Session 2024-25 | 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) | |||||||
Private Study | 124 | ||||||
TOTAL HOURS | 150 |
Assessment |
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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 |
Presentation discussion Reassessment Opportunity: Yes, via a 350 word reflective report Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes | 0 | 10 | ||||
Video presentation Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: No | 10 | 40 | ||||
Individual essay Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes | 0 | 50 |
Aims |
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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 |
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(LO1) Students will be able to differentiate between different perspectives on sports marketing (i.e. management; social; marketing-through-sport). |
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(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). |
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(LO3) Students will be able to evaluate suitability of different research and communication techniques through reflective verbal discussion and written tasks. |
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(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. |
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(LO5) Students will be able to evidence a critical awareness of digital marketing intelligence and how this might be used in sports marketing. |
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(LO6) Students will be able to (re)organise and communicate the value propositions of sports brands at a strategic level. |
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(S1) A problem solver. |
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(S2) Numerate. |
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(S3) Commercially aware. |
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(S4) An excellent verbal and written communicator. |
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(S5) IT literate. |
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(S6) Internationally aware. |
Teaching and Learning Strategies |
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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). 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 |
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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 |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |