Level 4 CRN 13705 Introduction to Sport Marketing Module Handbook 2025/26 | LBU

Module Aims

The aim of this module is to introduce the students to an understanding of the key concepts, theories and principles of Sport Marketing. Some of the key concepts of the module include exploring the unique nature of Sport Marketing in the wider macro environment. In addition, the Sport Marketing mix will be applied to the sport industry, methods of integrating and applying the Sport Marketing mix in Sport Business will be explored, alongside the management and generation of monetisation opportunities for relevant sport entities.

Module Learning Outcomes

1. Demonstrate a sound knowledge of the concept and uniqueness of Sport Marketing and its place in the national and global Sport Business landscape.
2. Understand  the  principles  of  Sport  Market  segmentation,  targeting  and positioning.
3. Identify the marketing mix applied to the Sport Marketing strategies of relevant sport entities
4. Communicate knowledge of subject discipline in a clear, concise and effective manner, using traditional and digital technologies.

Module Learning Activities

Indicative Module Content and Learning Activities:

1. Sport Marketing definitions
2. The unique nature of Sport Marketing – what makes Sport Marketing different from conventional marketing
3. The Sport Marketing Environment- understanding macro & micro elements that make up the Sport Marketing physical and digital environments and how they influence the marketing of a sport entity
4. Introduction to sport market segmentation, targeting, and positioning
5. The marketing mix-Traditional 4Ps, new developments 7Ps, 4Cs, 4Es.
6. Product- introduction to different sport products and key components of sport products and role of branding.
7. Price- introduction to sport pricing tactics & strategies.
8. Place- introduction to different place/distribution options available for the sport marketer and factor determining their choice.
9. Promotion- exploring the different promotional mix and media unique to the Sport Marketing context.
10. Introduction to sport sponsorship- explore the growth and development of sponsorship industry and gain an insight into why brands want to engage with sport.
11. The application of the mix to different sport and leisure sectors (commercial, public, voluntary)
12. Legal Considerations for Sport Marketers - The Committees of Advertising Practice (CAP): maintain UK Advertising Codes, GDPR, Internet Advertising Bureau UK: Digital Advertising Policy Guide

The indicative learning activities students will undertake are:

• Students are expected to contribute to workshops and tutorials to engage with others to enhance the learning experience.
• Attend lectures– to gain insight on the subject matter.
• Undertake self-directed independent reading as suggested in learning materials in preparation for the seminar task/discussion.
• Digital Literacy– to build an awareness of web-based learning resources complementing the preparation for their assessments.
• Read a range of international academic peer reviewed journal articles, texts and case studies to support online and face to face learning to enhance students’ global outlook and enable a more in depth understanding of the theoretical concepts of the subject area.
• Review Skills for learning academic resources to improve academic writing and research skills to help with assessment tasks.

Weekly Schedule

Semester 1

Assessment 

Assessment Summary Assessment 1

Indicative Inclusive Assessment Information:

Students must produce a 20 min 3000 word equivalent ‘verbal’ power point or other creative means with a maximum of 5 students per group. Students are able to choose their own group members. Students are offered both a formative assessment opportunity and guidance on presentation skills.

Submission Guidance

This module requires you to submit your work online.

You MUST submit your work through MyBeckett using the link set up by the tutor. Receipt of your work will be recorded.
Your "Turnitin assignments" in MyBeckett are set up so that you can check your assignment as you submit it. This checking is done by creating a "Similarity Report". If this report shows that there are some problems with your work, such as un-cited quotations, you should be able to make corrections and re-submit the work again before the due date. More information about Turnitin is available online here: It Support MyBeckett Turnitin
Please note: Tutors will follow up any suspected breach of academic integrity found after the submission date as per University policy. Late penalties will apply as per University Regulations, section 3.12 LBU Public Information Academic