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

Postgraduate Course: Sport Marketing and Communications (EDUA11300)

Course Outline
SchoolMoray House School of Education and Sport CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryThis 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.
Course description - 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
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Academic year 2023/24, Available to all students (SV1) Quota:  95
Course Start Semester 1
Course Start Date 18/09/2023
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 200 ( Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 196 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) 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 presentation on a sports marketing issue (40%). This will be equivalent to 1500 words and will either be assessed in-person or online, to be confirmed.
Feedback Not entered
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understand different theoretical approaches to sport, media, and communication
  2. Critically evaluate different types of communication processes and strategies in a sport industry setting
  3. Identify and interpret explicit and implicit meanings of sport advertising and communication
  4. Understand the interactive processes of sport communication within diverse contexts (i.e. interpersonal, organisational, and socio-political)
  5. Demonstrate a critical understanding of the main theories and concepts used to explain the marketing of sport
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.
Additional Information
Graduate Attributes and Skills Writing, reading, analysing, planning, presenting, categorising skills
Special Arrangements None
KeywordsAdvertising,Communication Theories,Persuasion,Public Relations,Branding. Sponsoring
Course organiserDr Walker Ross
Course secretaryMr George Adams
Tel: (0131 6)51 6206
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