COURSE CURRICULUM

This full-time course, starting in September, is structured across four taught blocks followed by a practical consultancy project. Block 1, International Sport: Events, Governance, and Ethics, introduces students to the global sport landscape, focusing on mega-events, governance structures, and ethical concerns such as doping, corruption, discrimination, and human rights. It includes critical analysis of event management and sport-related controversies, with assessments involving a podcast and an essay on ethical issues in sport. Block 2, Marketing Principles in Sport and Cultural Event Contexts, provides students with an understanding of marketing theory and its application to sport and cultural events in national and global settings. Topics include branding, sponsorship, audience behaviour, and the marketing mix, assessed through a report with an infographic and a detailed marketing analysis. Block 3, Sport Heritage and Communication, explores the rising importance of sport heritage in branding and communication, through museums, merchandise, digital platforms, and tourism. Students conduct archival research and produce creative work using Adobe Creative Cloud, supported by visits to relevant heritage sites. Block 4, Events Leadership, focuses on the skills and knowledge required to lead successful events, covering leadership theory, stakeholder management, and operational delivery. Students submit an essay and either a presentation or a digital professional portfolio. Blocks 5 and 6 are dedicated to the Consultancy Project, where students apply their learning to a real-world issue proposed by a sport, cultural, or commercial organisation. They develop a project plan and a final consultancy report that analyses the problem, applies relevant theories and research methods, and presents key recommendations. Guided by an academic supervisor, students gain practical experience in addressing challenges in their chosen industry. This course combines academic theory with applied learning to prepare graduates for careers in sport, events, and cultural industries.