COURSE CURRICULUM

In the first year of the Sport Management program, students are introduced to key concepts shaping the modern sports business landscape. The module Contemporary Issues in Sport Management focuses on current trends and challenges facing the industry, including stakeholders and decision-making processes. It encourages students to critique case studies from various sports organizations globally and propose solutions to contemporary issues. Personal, Professional & Academic Development (PPAD) in Sport Management helps students develop essential career skills such as communication, teamwork, and leadership. Introduction to Sport Marketing covers the unique nature of marketing within the sports industry, teaching how marketing principles can be applied to enhance organizational success. The Technology & Innovation in Sport module provides insight into the role of digital technologies, data analytics, and innovation in creating competitive advantages for sports organizations and improving consumer experience. The Sport Consumer module explores the psychology behind consumer behavior in the sport industry, emphasizing relationship management to build loyalty. Sport Media & Communications focuses on the role of media in shaping sports industries, addressing social issues like racism and sexism, and enhancing communication skills through content creation. In the second year, Sport Broadcasting examines the evolving broadcast landscape, the influence of social media, and strategies to engage sports audiences. Integrated Marketing Communications teaches students how to create synergistic marketing campaigns, while Research in Practice for Sport Marketing enhances research and study skills, preparing students for final year projects. Sport Sponsorship provides insight into the sponsorship landscape and its strategic importance. In the final year, Sport Branding delves into branding strategies, examining brand equity and the measurement of brand effectiveness in sports. Marketing Analytics & Consumer Insight focuses on digital analytics and performance metrics across platforms, helping students optimize marketing strategies. The Final Year Project in Sport Management allows students to undertake independent research or practical projects, showcasing their skills in real-world applications, while Strategic Marketing in Practice simulates real-life marketing scenarios to develop comprehensive strategic plans for sport organizations.