Sports Marketing

Module code: 5MARK010W
Faculty: Westminster Business School
Credit Level: 5
Credit value: 20
Available to: Westminster Business School students only, however students on some courses are unable to choose Westminster Electives  – see list of exemptions. Please note elective modules are subject to availability.

This module builds on contemporary marketing theory and applies it in a sports context. You will examine strategic sports marketing planning within an appropriate framework, and study the application of marketing concepts in sport – particularly market segmentation and the roles of branding and sponsorship. You will also have the opportunity to reflect on the current and future impact of globalisation and commercialisation on the wider sports industry.

The module will encourage you to apply concepts and criteria derived from good practice in other sectors to specific sporting applications, and to develop your analytical and critical skills. By the time you complete the module you will be able to evaluate the forces at work in the external and internal environments in relation to the sports industry, and assess the factors affecting buyer behaviour in sport. You will also be able to evaluate approaches to segmentation, targeting and product positioning in the sports sector, and develop and evaluate marketing strategies, implementation techniques and performance.

Teaching and learning takes place through a series of lectures and seminars, underpinned by practical seminar exercises, group learning activities, tutorials and individual project. Assessment will be based on three key pieces of work – a 1,000-word project report, a 10-minute individual presentation, and an end-of-module exam.