module specification

LT6019A - Sports Marketing and Events Management (2018/19)

Module specification Module approved to run in 2018/19
Module title Sports Marketing and Events Management
Module level Honours (06)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
114 hours Guided independent study
36 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 60%   Group Sports Sponsorship Pitch (25 minutes)
Coursework 40%   Individual Reflective Report (1,500 words)
Running in 2018/19 No instances running in the year

Module summary

This module develops applied skills in sports marketing. Sports marketing is considered from the perspective of the marketing of professional sport to spectators and the marketing of corporations through sport properties. Sports sponsorships management shall be explored from the point of matching a sponsor to a sports body to the activation of that sponsorship.

Module aims

1. Examine the application of marketing, public relations and communications theory and models to professional sport;
2. Offer a constructive critique of alternative marketing approaches and techniques in professional sport.
3. Develop practical skills in the matching and activation of sports sponsorship.


1. The Marketing Planning Process
2. Understanding the Market
3. Brand Marketing through Sport
4. Sponsorship Sales & Proposals
5. Sponsorship Activation
6. M&E of Sponsorship
7. Ambush Marketing
8. Celebrity Endorsement

Learning and teaching

Lectures give an overview to be supplemented by further reading in preparation for discussions and presentations during connecting seminars the following week. Seminars are designed to encourage the application of concepts and theories obtained from the lecture and readings to a particular scenario or problem or applied to event management. Students will be expected to undertake a large amount of self directed learning, including the reading of indicative texts and case studies in preparation for assessments. It is intended to develop a web support site for the module in order to assist students with their directed and self-managed learning. Self-managed learning will take place mainly around a) students own contributions to the seminar series and b) their coursework preparation and c) participation in on-line activities.

Learning outcomes

On successful completion of this module the student will be able to:

  1. Recognise strong ‘fit’ between a sponsor and a sports property;
  2. Design a strategic sponsorship activation plan that leverages a sport sponsorship;
  3. Analyse and evaluate marketing strategies of professional sports;
  4. Develop a detailed and strategic marketing plan for professional sport.

Assessment strategy

There are two components to the assessment strategy.

· A 25-minute group presentation that represents a pitch by a ‘sponsorship agency’ to a pre-determined corporate client.

· An individual reflective report on their development as a Sports Marketing practitioner, which will account for 40% of the module mark.


Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. Routledge.
Pitts, B. G., & Stotlar, D. K. (2007). Fundamentals of sport marketing. Fitness information technology.
Shilbury, D., Quick, S., & Westerbeek, H. (2003). Strategic sport marketing. Allen & Unwin.

Journals and Periodicals

Sport Management Review
European Sport Management Quarterly
Journal of Sport Management
SportBusiness International
The Sports Business Daily
The Sports Business Journal