module specification

As sport continues to grow in social, political and economic importance, this module explores the role of sport as a vehicle for social change and the role of sport in politics. Within the context of a real-life case study, students will gain practical hands on experience of developing a sport-for-development programme in partnership with a corporate funder as part of a corporate social responsibility strategy. Within a social marketing framework, students will be required to design a sport-based intervention programme to tackle a London-based social problem, recognising how sport can add value to the process of social change. Students will also critically analyse how governments make use of sport, including elite sport agendas whereby governments support the development of sport so to win medals on the global platform of mega sporting events (e.g., the Olympic Games) and mass participation agendas (i.e., sport for all) whereby sport is used to achieve broader governmental objectives.

Specific aims are:

1. To develop an understanding of models and theories of sport development.
2. To review the sport development practices designed to target specific target groups, e.g. youth, and specific social problems, e.g. health.
3. To consider sport development from an international perspective by exploring different approaches to sports development across the globe.
4. To engage in sport development debates, e.g. investing in elite sport vs. mass participation.

1. Models & Theories of Sport Development
2. Leveraging Sport for Social Change
3. Social Marketing
4. Market Segmentation
5. Sport & Corporate Social Responsibility
6. Community Sports Development
7. Youth & School Sport
8. Physical Activity & the Health Agenda
9. Mass Participation vs. Elite Sport Debate

There will be a weekly lecture and an associated seminar. The lectures will map out the main concepts and principles of sport development and politics and will introduce students to some of the important issues. Seminars will directly compliment the assessments, encouraging students to progress with their coursework on a weekly basis. A guest lecture from an industry practitioner will allow students to obtain an industry perspective, and will provide a real-life context for their first assessment. Case studies will be utilised on a regular basis to understand real and specific sports development and governance examples. One or two key articles or book chapters will be recommended each week and students will be expected to read these in preparation for seminars.

On successful completion of this module students should be able to:

1. Apply a social marketing framework within a Sport 4 Development context.
2. Design a Sport 4 Development programme that effectively leverages sport to achieve social change.
3. Understand the links between Sport 4 Development and Corporate Social Responsibility.

There are two assessment components for this module:

Students will work in pairs to design and plan a Sport 4 Development programme. Students will be presented with a real-life case study of an organisation seeking to fund development programmes to tackle specific social problems with sport.  Each pair will produce a 3,000 report detailing their programme and their planning to deliver their program that tackles the social problem. A presentation of the programme will account for 20% of the module mark and a written report of the programme will account for 80% of the module mark.

Bloyce, D., & Smith, A. (2009). Sport Policy and Development: An Introduction. Routledge.
Coalter, F. (2007). A wider social role for sport: who's keeping the score?. Routledge.
Coalter, F. (2013). Sport for development: what game are we playing?. Routledge.
Girginov, V. (2008). (Ed.). Management of Sports Development. Elsevier: Oxford.
Houlihan, B., & Green, M. (2011). Routledge Handbook of Sports Development. Routledge.
Hylton, E., & Bramham, P. (2007). (Ed.s). Sports development: policy, process and practice 2nd ed. Routledge.
O'Boyle, I. & Bradbury, T. (2013). (Ed.s). Sport Governance International Case Studies. Routledge.