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DRPS : Course Catalogue : Moray House School of Education : Education

Postgraduate Course: Sport Marketing and Communications (EDUA11300)

Course Outline
SchoolMoray House School of Education CollegeCollege of Humanities and Social Science
Course typeStandard AvailabilityAvailable to all students
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) Credits20
Home subject areaEducation Other subject areaNone
Course website None Taught in Gaelic?No
Course descriptionThis course develops a critical appreciation of marketing and communication concepts, such as advertising, branding, integrated marketing communication, persuasion, public relations and sport sponsorship, and their relationship with the traditional mass media and new social media. Students will critically analyse current sport-related communication campaigns using local, national and international case studies.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Additional Costs None
Information for Visiting Students
Displayed in Visiting Students Prospectus?No
Course Delivery Information
Delivery period: 2013/14 Semester 1, Available to all students (SV1) Learn enabled:  Yes Quota:  None
Web Timetable Web Timetable
Course Start Date 16/09/2013
Breakdown of Learning and Teaching activities (Further Info) Total Hours: 200 ( Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 196 )
Additional Notes
Breakdown of Assessment Methods (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
1. 1. Understand different theoretical approaches to sport, media, and communication
2. 2. Critically evaluate different types of communication processes and strategies in a sport industry setting
3. 3. Identify and interpret explicit and implicit meanings of sport advertising and communication
4. 4. Understand the interactive processes of sport communication within diverse contexts (i.e. interpersonal, organisational, and socio-political)
5. 5. Demonstrate a critical understanding of the main theories and concepts used to explain the marketing of sport
Assessment Information
1) Each student will write a communication campaign (2,500 words) for either the development of community sport or the growth of the sport industry 60%)

2) A poster presentation on a sports marketing issue (40%). This will be equivalent to 1500 words)
Special Arrangements
Additional Information
Academic description Not entered
Syllabus - Understanding the marketing concept and sports marketing environment
- Understanding sport consumers
- Strategic aspects of sports marketing
- The integrated sports marketing mix
- Relationship marketing and sport
- Understanding Communication theories
- Concepts and Models for Mass Media
- Managing Integrated Sport Marketing Communications
- Analysing Sport and Marketing Communication Campaigns: Advertising, Public relations, and Sponsorship
- Socio-Cultural Issues in Sport Communications
- Ethics and Regulations in Sport Communications
Transferable skills Writing, reading, analysing, planning, presenting, categorising skills
Reading list Key texts:

Beech, J., & Chadwick, S. (Eds) (2007). The Marketing of Sport. Harlow: Pearson Education.
Boyle, R. & Haynes, R. (2009) Power Play: Sport, Media and Popular Culture (2nd Ed.) Edinburgh: Edinburgh University Press.
Billings, A. C., Butterworth, M., & Truman, P. (2012). Communication and Sport: Surveying the Field. London: Sage.
Fill, C. (2009). Marketing Communications: Interactivity, Communities, and Content. Harlow: Pearson Education.
Hopewood, M., Kitchin. P., & Skinner, J. (2010). Sport Public Relations and Communication. Oxford: Elsevier.
Horne, J. (2006). Sport in Consumer Culture. Basingstoke: Palgrave.
Lagae, W. (2005). Sports Sponsorship and Marketing Communications: A European Perspective. Harlow: Pearson Education.
McQuail, D. (2010). McQuail¿s Mass Communication Theory (6th ed.). London: Sage.
Nicholson, M. (2007). Sport and the Media: Managing the Nexus. Oxford: Elsevier.
Pederson, P., Miloch, K., & Laucella, P. (2007). Strategic Sport Communication. Champaign, IL: Human Kinetics.
Stoldt, G. C., Dittmore, S., & Branvold, S. (2012). Sport public relations: Managing stakeholder communication (2nd ed.). Champaign, IL: Human Kinetics.
Windhal, S., Signitzer, B., & Olson, J. T. (2009). Using Communication Theory: An Introduction to Planned Communication. London: Sage.
Study Abroad Not entered
Study Pattern Not entered
KeywordsAdvertising, Communication Theories, Mass Media, Digital Media, Persuasion, Public Relations, Sponso
Course organiserDr Jung-Woo Lee
Tel: (0131 6)51 4120
Course secretaryMs Marie Hamilton
Tel: (0131 6)51 6678
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