MSc Sports Marketing & Media

Sports Media Management Successful media relations and solid communication strategies are vital for all sport organisations. Media managers must understand how the media works and have a toolbox of skills to be able to manage and deliver successful communications. Media managers who combine strategic planning, relationship building, creative thinking and outstanding organisational skills – and who have the ability to work under pressure – can help navigate clients through the trials and potential pitfalls of a career in sports media, as well as maintaining and enhancing the brand image of an organisation through effective communications. An effective media manager should possess a keen interest in shaping the brand image and reputation of individuals and organisations through insightful and powerful communications, and be able to not only cope in a crisis situation, but have the ability to develop a strategy that can mitigate reputational damage and rebuild the client’s corporate and social identity. Global Sports Marketing and Digital Communications Globalisation is profoundly impacting the sports industry as a direct result of increased exposure through broadcasting and social media. Many sports brands are increasingly targeting overseas markets to reach new fans and customers, develop new revenue streams and gain competitive advantage. However, navigating such opportunities and threats posed by new international markets calls for an acute understanding of national culture and the effective use of both traditional and digital marketing techniques. This course explores the key principles and practices involved with identifying new markets and creating a winning marketing strategy for successful new market entry. It also addresses how digital and social media communications strategies have revolutionised the connection and conversation between sports brands and consumers. Sports Media Content Creation This module will examine the key roles and responsibilities of sports journalists and media content creators, while developing the knowledge and some of the practical skills required to work within an ever expanding and maturing industry. It will prepare you to explore the potential of multi-platform news within a legal and ethical framework while examining the role and impact of sports journalism in society. You will be encouraged to create written and audio/visual content for a number of different platforms in order to develop a professional portfolio and personal profile to help you make strides in a competitive industry. Global Sports Leadership Leadership is a fundamental element of both sport and business operating in a dynamic global arena. On this module you will review and conceptualise different approaches to leadership from both an applied and theoretical perspective to allow you to analyse critical incidents in order to judge organisational leadership performance. You will be able to apply leadership theory to examples from industry professionals who have experience of leading teams in a sporting setting. Cross-cultural leadership underpins many of the behaviours and skills discussed within the leadership framework, alongside diversity and inclusion, strategic leadership, communication and reflection. The module allows you to take responsibility for your own leadership development and effectiveness through the development of an e-portfolio and skills audit, alongside exposure to sports leaders from the global network of partners contributing to the live case studies. Applied Professional Project This module will advance your research and critical thinking skills, and support you in applying these to the sport industry and its associated workplace environments. This module aims to prepare you for research, reflective, and evidence-based development, important for your future career and higher study where applicable. The undertaking of an applied project will give you the opportunity to develop your problem-solving skills regarding topical issues in your area of interest, whilst also allowing you to evidence your academic ability and knowledge. By completing this project and consulting with your tutor, you will establish expertise in an applied area of interest, aiming to have real impact on the relevant industry. This module will give you a live insight into sport business issues. You will gain a thorough practice-based understanding of project design, conduct and action. As a result, you will be able to design and manage an applied project, and show potential to contribute to academic knowledge and industry practice – making you highly desirable for potential employers. Branding and Sports Sponsorship Knowing how to value your brand, measure brand awareness and create powerful messages in support of your brand are critical. Sports sponsorship accounts for a significant percentage of the revenue of clubs and organisations and understanding how to measure its effectiveness is key. Sponsorship is also important in helping a company develop its brand image and in the positioning of that brand in the market. The key to developing sponsorship plans is knowing how to evaluate the effectiveness of sponsorship activities and working in collaboration with the sponsor, through the development of a sponsorship plan. Sporting organisations who understand their brand value are able to leverage more revenue from sponsors. The areas covered here are applicable to sporting organisations of all sizes and employers increasingly look to employ people to seek out new sponsorship opportunities. Customer Relationship Management (CRM) and Analytics in Sport Faced with a rapidly changing marketplace, you will learn how to manage customer relationships using a range of techniques and identify the information needed to develop a customer-focused approach to the management of sports fans. It is important to understand how to manage relationships with current customers, lapsed and potential. You will learn how to identify patterns of consumption and how CRM supports the overall strategic planning of a sporting organisation. The importance of pricing, social media and communicating with customers will be covered and how these are important in developing the CRM plan. Contemporary Issues in Sport (Distance) When working in the dynamic sports industry, it is essential to understand the wide variety of issues that are important to the business and management of sport, without neglecting the implications of our actions as managers on the wider sports population. This module offers an engaging, informative, yet challenging introduction to some of the most pressing contemporary issues in sport. The module aims to provide you with a critical awareness of contemporary issues in sport by examining a number of topics ranging from global issues such as corruption, gambling and commercialisation, to national issues of gender, sexuality, racism and women in sport. You will develop an understanding of these issues by being empowered to formulate personal opinion underpinned by theoretical evidence in the format of assessed seminar discussions. Listening skills, alongside verbal reasoning will also be developed in order to develop critical understanding of relatively complex themes that affect both the sports industry and society as a whole.