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

Undergraduate Course: Sport and Communication (SPRT10047)

Course Outline
SchoolMoray House School of Education and Sport CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 10 (Year 3 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryThe importance of media and communication in the field of sport and recreation management has been increased recently, and the innovation in media technology requires sport institutions and governing bodies to adopt new communication planning methods. An overview of theories and principles of sport and communication is systemically provided. It focuses on the nature of traditional and digital media and its implication for sport policy and management. Because sport is a useful vehicle for social, political and marketing communication, the relations between the sender, the message, the medium, and the audience are critically examined. Communication management and strategy are also discussed as the production, organisation and consumption of sports involve a wide range of communicative processes. Attention is paid to ethics and regulations of sport communication.
Course description - Communication Theories
- Sport and Media
- Sport and Advertising
- Sport and Sponsorship
- Sport and Branding
- Sport and Public Relations

Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements Available to Sociology students at Honours level
Additional Costs None
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 1
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 200 ( Lecture Hours 22, Seminar/Tutorial Hours 22, Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 152 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) 1) A Group Research Project: Analysing a communication campaign for either the development of community sport or the growth of sport industry (Group Presentation 10% and a 1500 word Individual Research Report 30%)

2) A 3000 word essay on given topics (60%)
Feedback Formative feedback on a project plan (presentations and essays) will be given (by appointment only).

Feedback on assignments will be given to each student within 15 working days from the submission due date.
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understand different theoretical approaches to sport and communication
  2. Critically evaluate different types of communication processes and strategies in a sport industry setting
  3. Identify and interpret explicit and implicit meanings of sport advertising and communication
  4. Understand the interactive processes of sport communication within diverse contexts (i.e. interpersonal, organisational, and socio-political)
  5. Differentiate between ethical and practical issues associated with sport communication
Reading List
The references below represent a small selection of relevant readings. Each weekly session will be supplemented with a selection of readings from some of the major journals in the field, including International Review for the Sociology of Sport, International Journal of Sport Communication, Sport Marketing Quarterly, and International Journal of Sport Policy.

Beech, J., & Chadwick, S. (Eds) (2007). The Marketing of Sport. Harlow: Pearson Education.
Billings, A. C., Butterworth, M., & Truman, P. (2012). Communication and Sport: Surveying the Field. London: Sage.
Fill, C. (2009). Marketing Communications: Interactivity, Communities, and Content. Harlow: Pearson Education.
Hopewood, M., Kitchin. P., & Skinner, J. (2010). Sport Public Relations and Communication. Oxford: Elsevier.
Hackley, C. & Hackley, R. A. (2014). Advertising and Promotion. London: Sage.
Horne, J. (2006). Sport in Consumer Culture. Basingstoke: Palgrave.
Lagae, W. (2005). Sports Sponsorship and Marketing Communications: A European Perspective. Harlow: Pearson Education.
L'Etang, J. (2013). Sports Public Relations. London: Sage.
McQuail, D. (2010). McQuail's Mass Communication Theory (6th ed.). London: Sage.
Nicholson, M. (2007). Sport and the Media: Managing the Nexus. Oxford: Elsevier.
Pedersen, P. (2013) (Ed.). Routledge Handbook of Sport Communication. Abingdon: Routledge.
Pedersen, P., Miloch, K., & Laucella, P. (2007). Strategic Sport Communication. Champaign, IL: Human Kinetics.
Stoldt, G. C., Dittmore, S., & Branvold, S. (2012). Sport public relations: Managing Stakeholder Communication (2nd ed.). Champaign, IL: Human Kinetics.
Windhal, S., Signitzer, B., & Olson, J. T. (2009). Using Communication Theory: An Introduction to Planned Communication. London: Sage.
Additional Information
Graduate Attributes and Skills Groupwork, presentations
Special Arrangements Outside students interested in taking this course should contact the course organiser before enrolling on it.
Additional Class Delivery Information Lectures, Seminars, and Tutorials
KeywordsSport,communication theories,advertising,branding,public relations
Course organiserDr Walker Ross
Course secretaryMiss Rosie Roberts
Tel: (0131 6)516 210
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