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 ULMS844
Coordinator Professor S Bridgewater
Marketing (ULMS)
Sue.Bridgewater@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2021-22 Level 7 FHEQ First Semester 10

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 28

           28
Timetable (if known)              
Private Study 72
TOTAL HOURS 100

Assessment
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
Group Presentation There is a resit opportunity. This is not an anonymous assessment. Assessment Schedule (When) :1  Group Presentation,     40       
Individual Written Assignment There is a resit opportunity. Standard UoL penalty applies for late submission. This is an anonymous assessment. Assessment Schedule (When) :1  3,000 words    60       

Aims

To introduce students to concepts within sports marketing and sponsorship;

To enable students to identify, understand and analyse the benefits of sports brands, the characteristics of sports markets and how these work successfully.

Learning Outcomes

(LO1) To understand the sports market;

(LO2) To acquire specific knowledge and understanding of sports brands, segmentation of sports markets and how to research sports markets;

(LO3) To understand the drivers of marketing success and what underpins this;

(LO4) To understand what is specific about sports markets and how to meet the challenges of operating successfully within them.

(S1) Understanding of key sports marketing concepts

(S2) Teamwork

(S3) Organisation Skills

(S4) Communication Skills

(S5) IT Skills

(S6) Independent Research skills

(S7) International Awareness

Teaching and Learning Strategies

Teaching Method 1 - Lecture
Description:
Attendance Recorded: Not yet decided
Notes: Lectures split into 8 half-day packages and combined with opportunity for un-assessed group work and discussion to assist learning.

Self-Directed Learning Description: Independent study

Syllabus
 

Introduction to sports marketing and sponsorship;

Sports brands;

Market research, market analysis and sport;

Segmenting the sports market fan-base analysis;

Sports marketing mix; product/service; place, price and promotion;

Marketing communications, media, social media and sport;

Sports sponsorship - the role and growth of sponsorship in sport;

Social marketing and sport.

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