This module aims to:

To critically explore the key theories and principles of sports marketing and sport operations management, focusing on their application in football;

To analyse fan-base dynamics, sponsorship, and other sports marketing topics, and examine their interaction with sport operations;

To investigate key aspects of sport operations management, including service quality, customer experience, safety, event management, and demand forecasting, with a focus on football clubs;

To evaluate the challenges faced by football clubs in managing fan experience and safety within stadiums, and propose effective strategies for addressing these challenges;

To develop the ability to apply theoretical concepts to real-world sports marketing and operations case studies, particularly in football.

(LO1) Students will be able to examine how major sports events are organised in terms of both the theory of event management, including regulation, law, logistics etc. and the practicalities of arranging and running such an event.

(LO2) Students will be able to critically evaluate the key theories and principles of sports marketing and sport operations management, particularly in the context of football.

(LO3) Students will be able to critically discuss the key contemporary issues that relate to the management of sports operations and events.

(LO4) Students will be able to demonstrate the ability to develop effective strategies for managing fan experience and safety within football stadiums, based on a critical understanding of operations management and customer experience principles.

(S1) People Focused
Students will work with multiple stakeholders within the MBA programme and externally. This will be done through challenges posed in the curriculum and outside the curriculum, working and networking with businesses locally and internationally. In doing so students will demonstrate people-focused leadership by prioritising human agency and well-being in a dynamic, disruptive world. Develop inclusivity, transparency, and reflection through teamwork and decision-making exercises, while leveraging innovation to drive personal, organisational, and societal advancement in the digital age.

(S2) Authenticity
Students will develop emotional intelligence through coaching to enhance self-awareness and awareness of others in achieving long-term, purposeful goals. This will permeate with all modules, cultivating accountability by mastering time, resources, and relationships to problem-solve and take actions. In doing so students will act with integrity, foster trust, and engage in respectful challenge and debate.

(S3) Agility
Students will have opportunities to thrive in turbulence and uncertainty. Actively build personal and organisational resilience to embrace disruption, find solutions and keep learning in dynamic environments. Informed, relevant, forward-focused mindsets stemming from constant challenges inside and outside the classroom. Provide clear direction for people and organisations to navigate effectively through simulated and real work problem solving.

(S4) Digital
Students will use a number of digital tools and develop a mindset to confidently embrace new knowledge and technologies, leverage its future potential to inspire, to enhance connectivity, decision making and learning. To bring wisdom in leadership to navigate the new digital revolution and make positive impact. Innovate. Engage in respectful debate.

(S5) Global Perspective
All modules will indulge and challenges students to think globally and consider how they drive the wider global ethical, sustainable and environmental agenda, taking a purposeful approach to aligning people, planet and profit. Experience and appreciate how building partnerships to deliver innovate solutions to economic, environmental and societal challenges are needed to solve wicked problems, improve co-operation globally and be an agent of change.

Lectures (12.5 hours)
Lectures will introduce, explore, and critically assess key concepts, ideas, and practices relevant to the subject. A variety of resources, including journals, textbooks, online videos, media articles, and opinion pieces, will be provided in advance for further reading and application across different contexts. The lecture will also outline expectations for the seminar by providing necessary guidance.

Seminars (17.5 hours)
Seminars will create an interactive environment where participants engage individually or in groups in activities such as case studies and scenario analysis. These sessions will encourage the practical application of concepts introduced in the lectures.

Peer-to-Peer Learning (3 hours)
Peer-to-peer learning fosters a collaborative approach where participants learn from and teach each other through active discussions, idea exchange, and feedback. This method enhances critical thinking, problem-solving, and communication skills while building a sense of community and mutual support among learners.

Self-Directed Learning (67 hours)
Participants will be expected to review a range of materials, including core and recommended readings, reports, and articles available through libraries and open-access sources. Additionally, they will conduct independent research using both academic and non-academic sources to support their learning and assessment. Lecture notes will provide guidance, and suggested answers or solutions will be available for seminar activities. Participants should complete seminar tasks as instructed before progressing to the next topic.

2.5 hour lecture x 5
3.5 hour seminar x 5
36 mins asynchronous or peer to peer directed learning x 5
67 hours self-directed learning

Introduction to sports marketing;

Introduction to sustainable sports operations management;

Managing sport events;

Pricing decisions and other relevant sports marketing and operation decisions;

Broadcasting and sponsorship;

Safety, security and crowd control;

Demand Forecasting and capacity management;

Managing the customer experience and quality control.