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Sports Marketing and Business Management - MSc/PGDip/PGCert


Course Description

The MSc Sports Marketing and Business Management programme offers you the opportunity to study core sport management disciplines of finance, enterprise, global sports business and strategy, while specialising in the area of sports marketing. The course is suitable both for professionals working within the sports industry and those with an appropriate undergraduate qualification who aspire to work in management and marketing roles within this sector. There is a dual focus on the marketing of sport and marketing through sport, with sports marketing being examined from the perspective of both rights holders (sports organisations) and sponsors. As the sports industry grows in size and complexity, there is increasing demand for qualified sports marketers and managers. Through a series of taught modules, a consultancy project and a dissertation, the course equips you with the theoretical knowledge and practical skills and understanding necessary to undertake a managerial career in the dynamic global sports market. The School of Sport and Wellbeing has strong links with a large number of sports organisations, including professional sports teams, public and private sector sports providers and grassroots sports clubs. We regularly invite in guest speakers from industry to speak to students within the modules on this course. This represents a valuable opportunity for students to meet potential employers and learn about life in the sports industry. For example, we have had guest lectures given by representatives of Wigan Warriors Rugby League Club, Bolton Wanderers Football Club, St Helens Rugby League Club, David Lloyd Leisure and Preston City Council. Students have also visited the UK headquarters of Adidas, where they were given a lecture on the company’s marketing activities.

LEARNING ENVIRONMENT AND ASSESSMENT

The teaching and learning environment will be interactive and challenging. It is organised to ensure that key concepts, theories and, where appropriate, practices relevant to marketing and management in the sports industry form a central role into your learning. Throughout the programme you will engage in a range of learning activities including lectures, seminars, debates, case studies, presentations, online activities, directed readings and group work.

Guest speakers from academia and/or the sports industry regularly contribute to modules, offering you additional practical and theoretical insight. The use of guest speakers on the course is designed to facilitate networking opportunities for students to meet with potential employers. The staff on the programme are friendly and supportive and they also have a considerable experience both within higher education and working in the sports industry.

Assessment on each of the modules is designed to maximise your learning in relation to both subject-specific knowledge and understanding and wider skills, including communication, problem solving and teamwork. Assessment types include reports, consultancy projects, essays, oral and multimedia presentations, debates and a dissertation.

FURTHER INFORMATION

Sport is now a multi-billion dollar global industry and the content of the taught modules is reflective of the global context in which sports organisations operate, with use made of a range of international case studies. The module 'The Sports Industry' explicitly examines the global business context of sport, while Principles and Practice of Sports Marketing incorporates international sports marketing as a key theme. Students will be given flexibility in assessments to draw on international materials, such as case studies of global and/or non-UK sports brands. Depending on the availability of suitable partners, students may be able to work on live international sports marketing consultancy projects, with either UK or non-UK-based organisations.

An integral part of the course is the Consultancy Project, which is an opportunity for students to work on a “live” sports marketing and business management project for an external client, agreed using a project specification negotiated between the student, client and academic supervisor. The Consultancy Project offers students the opportunity to apply the theoretical and practical knowledge that they have developed within the programme in a relevant, practical context. Previous students have worked on projects with a range of sports organisations, including professional sports teams, facilities, local authority and private sector providers and grassroots sports clubs.

Visit the Sports Marketing and Business Management - MSc/PGDip/PGCert page on the University of Central Lancashire website for more details!

Entry Requirements

An Honours Degree from a British University (or overseas equivalent). It would normally be expected that this degree be awarded at the level of lower second class or above (or overseas equivalent). The programme is designed for graduates who have not previously studied sports business/management or marketing, including those who have gained a non-related degree but have some experience in the sport industry.

Last Updated

03 March 2017

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