MSc Sports Marketing & Media

Our Distance Learning degrees are taught by the same leading industry experts who teach our on-campus degrees with teaching delivered online via our dedicated platform GIS Connect which can be accessed anytime making this a flexible study option that fits around your existing commitments.

Each module typically has 6 live teaching sessions for you to attend, enabling you to interact and collaborate with academics and your peers. These sessions are also recorded. 

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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

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.

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.

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.

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.

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.

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.

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.

• Undergraduate degree - minimum 2:2 (ideally a 2:1) or international equivalent
• Applicants with a 2:2 should have some experience of studying or working in business or sports related areas.
• 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.

Offers to applicants currently studying an undergraduate degree will be conditional on them going on to achieve the entry requirements on completion of their degree.

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.

To apply for this degree, please click here and follow the instructions to complete your application via our Learner Portal.

• Application form
• Evidence of highest academic and/or professional qualifications
• Evidence of relevant experience, where required
• 500 word personal statement

Applications made through the flexible entry route may require a course leader review. The course leader will determine whether a professional reference or task is required.

For part-time courses the tuition fee will be split accordingly per year i.e 75 credits in year 1 and 105 credits in year 2 (for a two year programme) as per below table.

*International students require a visa to study on campus

If you’d like to extend your time with us, we’re pleased to offer all GIS graduates:

• 15% fee tuition discount on all Master's programmes

These discounts are open to any GIS, UCFB, Buckinghamshire New University, Vrije Universiteit Brussel and University of East London graduate who has received and accepted an offer to study at the Global Institute of Sport.

• 15% fee tuition discount on all Master's programmes

We're pleased to offer all UCFB and GIS business partners 15% fee tuition discount on all Undergraduate, Master's programmes.

In some instances, optional activities provided may carry an additional cost for participants (e.g. qualifications with external certification such as FA Coaching Badges). Any additional costs will be provided to students in advance of any such sessions running.