MSc Sports Marketing & Management

Summary of module for applicants:

This module explores the dynamic and evolving landscape of global sports marketing and digital communications, equipping students with the strategic tools to operate effectively in international markets. It begins by developing skills in international sports marketing research and consumer behaviour analysis, with a strong emphasis on cultural awareness. Students will learn how to segment and target global audiences, select appropriate market entry strategies, and build impactful sports branding and product strategies tailored to diverse markets. The module also covers global approaches to pricing, distribution, and promotional tactics, integrating both traditional and digital platforms. A focus on digital communication explores how to optimise social media, content strategy, and customer relationship management (CRM) across the customer lifecycle. The module culminates in the creation of a comprehensive global sports marketing plan engaging fans, which enables students to apply their learning to real-world strategic planning, execution, and performance evaluation in the global sports industry.

The Branding & Sports Sponsorship module explores the strategic role that branding and sponsorship play in the sports industry. It covers the fundamentals of building strong sports brands and how sponsorship deals—whether with teams, athletes, events, or venues—can enhance brand visibility and engagement. The module delves into aligning brand values with sports entities to create authentic partnerships, and it emphasizes the importance of activation strategies and digital media in maximizing sponsorship return on investment. Students will learn how to measure sponsorship effectiveness, navigate ethical challenges, and understand the dynamics of global sports branding. Additionally, the module addresses crisis management, equipping learners with strategies to protect and restore brand reputation during unforeseen challenges. Finally, the course looks ahead to future trends shaping the evolving landscape of sports marketing and sponsorship, preparing learners to innovate in this fast-paced field.

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.

This module provides an opportunity to undertake an applied professional project that bridges academic learning with real-world practice in the sports industry. It is designed to enhance your professional skills, critical thinking, and problem-solving abilities by engaging with a current issue or challenge within a sporting context.

You will take ownership of a sustained, independent project that draws on the knowledge, competencies, and experiences developed throughout your programme. Working within a live or simulated sports environment, you will apply theoretical understanding to practice, with the aim of generating meaningful insights or solutions that have direct relevance to coaching and performance, or sports business and management, marketing or media.

The module fosters experiential learning by encouraging reflection on your personal development and professional impact. Through this process, you will demonstrate leadership, initiative, and the ability to manage and deliver a project from conception to completion, all of which are highly valued by employers in the sport sector.

Your chosen project will allow you to explore an area of personal or professional interest, showcasing your ability to integrate academic knowledge with industry practice. By presenting your findings and outcomes, you will contribute to the enhancement of professional standards and demonstrate your readiness to influence and improve sporting environments.

This module explores how sports organisations develop and manage effective global strategies in an increasingly complex and competitive environment. Students will analyse the macroenvironment (e.g., economic, political, and cultural forces) and the microenvironment (e.g., industry dynamics and stakeholder relationships) to understand external influences on strategic decision-making. Core topics include business and corporate strategy, focusing on how organisations position themselves competitively and manage multi-level operations. The module also examines international strategy, with an emphasis on global expansion, market entry, and adaptation. Students will explore the role of entrepreneurship and innovation in driving growth, particularly through digital disruption and emerging trends in sport. Strategic growth through mergers, acquisitions, and alliances is evaluated alongside the broader strategy development process, from formulation to execution. Finally, the module addresses how to organise and evaluate strategy, and the critical role of leadership, governance, and strategic change in ensuring long-term success in global sports organisations.

This module is focused on sport facility operations management and how organisations in the sports industry can implement sustainable development policies to make their decision-making process more efficient. The module covers a wide array of topics including sport facility management, event management principles, crowd safety techniques, sustainable development policies, the role of sport in the community, social identity and sport, and the added value of sustainable practices for sport organisations.

You will be introduced to academic theories which will be related to case studies from the global sports industry. You will be expected to critically explore academic theories, governance regulations, and industry practices related to the content of this module.

The module will help you to explore, interpret and apply operations management principles and consolidate these into long-term sustainable strategies for a sports organisation.

2:1 degree, or 2:2 degree and experience criteria met.

Any subject allowable.

Experience: Experience of sports industry or business – evidenced by prior professional experience or relevancy of degree. Applicants without this but strong profile to still be considered.

English Language Requirements: English language qualifications: Applicants from non-majority English speaking countries will be asked for an English qualification which tests Speaking, Listening, Reading and Writing and will be asked to achieve an overall IELTS score of 6.5 (minimum of 6.0 in each section) or recognised equivalent. Note that applicants from these countries who have studied to degree level in English to be accepted

Flexible Entry Requirements: Applications that do not meet the standard entry requirements but demonstrate relevant education and/or work and/or life experience in the course subject area are welcomed.

Eligibility will be assessed on the basis of the information provided in the application – in particular the personal statement.