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DRPS : Course Catalogue : Moray House School of Education and Sport : Sport

Undergraduate Course: Sport Marketing and Sponsorship (SPRT08029)

Course Outline
SchoolMoray House School of Education and Sport CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 8 (Year 1 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryThis course introduces students to the field of sports marketing and sponsorship. Through developing an understanding of key marketing principles, it provides simulated practical experience required to plan an effective marketing campaign to meet key objectives.
Course description This course introduces students to key theories and concepts of sports marketing and sponsorship, including the marketing mix, sport communications and understanding sport consumers.

Students will be enabled to critically analyse marketing strategies by exploring a sport's relationship to its society, through a sociocultural lens. They will explore the role of sponsorship, branding and activation strategies within a range of sporting contexts.

The course also introduces students to the principles and processes of effective planning of a sports marketing plan.

The course is structured around blended learning activities in an interactive whole-class environment. Students will be expected to work individually and in small groups as part of the coursework and they will receive guest lectures from sport professionals and volunteers, to inspire and support them.

The assessments are non-traditional, so part of the coursework will include activities that will prepare students for the assessment methods.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements Students who have completed SPRT08018 Sport Management 1 cannot take SPRT08029 Sport Marketing and Sponsorship.
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Academic year 2023/24, Available to all students (SV1) Quota:  0
Course Start Semester 2
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 200 ( Seminar/Tutorial Hours 22, Summative Assessment Hours 2, Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 172 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) 100% coursework - 2 components equally weighted:«br /»
1. Video presentation (group) - 50%«br /»
2. Infographic and commentary (individual) - 50%«br /»
Feedback Formative assessment and feedforward will be undertaken for assessment Part 1. Students will be asked to provide a written plan for their vlog and will be provided with written feedforward.

Formative peer assessment will be undertaken for assessment Part 2. Students will be asked to present a summary of their campaign plan to a small group. The other group members will use marking-criteria to provide feedback to each other.

Written feedback will be provided for both assessments.
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Demonstrate understanding of the concepts and objectives of marketing and sponsorship within the sports industry.
  2. Apply knowledge and understanding of key theories and strategies required to plan an effective marketing campaign.
  3. Critically analyse features of sponsorship and marketing strategies from a socio-cultural perspective.
  4. Use a range of ICT applications to present information in relation to the processes of planning a marketing campaign.
  5. Work effectively within a team, demonstrating an ability to take responsibility for contributing to group tasks.
Reading List
The texts listed below are core texts, from which students will be directed to particular chapters throughout the course to support them in developing their knowledge and understanding. In addition to these core texts, the students will be directed to specific journal papers each week, to support and extend their understanding of the topics covered in the course.
Beech, J., & Chadwick, S. (2007). The Marketing of Sport. Harlow: Pearson Education.
Buhler, A., Nufer, G. (2010). Relationship Marketing in Sports. London: Routledge.
Byers, T., Slack, T. & Parent, M. M. (2012). SAGE key Concepts Series: Key concepts in sport management. London: SAGE Publications Ltd.
Ferrand, A., Torrigiani, L., Camps i Povill, A., Lalonde, P.F., Christopherson, E. (2007). Routledge Handbook of Sports Sponsorship. London: Routledge.
Schwarz, E. C., Hunter, J. D. (2013). Advanced Theory and Practice in Sport Marketing. London: Routledge.
Additional Information
Graduate Attributes and Skills Research and enquiry: knowledge of key concepts in relation to marketing and sponsorship,
Personal and Intellectual Autonomy: independent study.
Communication: visual, oral and written communication.
Group work and cooperation: effective contribution to group work.
KeywordsSport Management,Marketing,Sponsorship
Course organiserDr Bronwyn Sumption
Tel: (0131 6)51 6644
Course secretaryMiss Rosie Roberts
Tel: (0131 6)516 210
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