21656 Sport Marketing and Media

Warning: The information on this page is indicative. The subject outline for a particular session, location and mode of offering is the authoritative source of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.

Subject handbook information prior to 2025 is available in the Archives.

UTS: Business: Management
Credit points: 6 cp

Subject level:

Undergraduate

Result type: Grade and marks

Requisite(s): 48 credit points of completed study in Business Faculty Bachelor's Degree OR 48 credit points of completed study in Business Faculty Bachelor's Combined Degrees OR 48 credit points of completed study in Health Faculty Bachelor's Degree OR 48 credit points of completed study in Health Faculty Bachelor's Combined Degrees
These requisites may not apply to students in certain courses. See access conditions.
Anti-requisite(s): 27161 Sport Marketing

Description

This subject explores marketing concepts as they relate to the funding, promotion and the commercial development of sport. The subject explores sport marketing strategies, sport advertising, sport publicity, sport sponsorship and promotion across various levels of sport organisations.

Subject learning objectives (SLOs)

Upon successful completion of this subject students should be able to:

1.	Articulate an understanding of sport marketing and media principles
2.	Discuss the components necessary for the successful promotion of sport
3.	Comprehend the processes underpinning sport consumer behaviour
4.	Evaluate sport sponsorship strategies and processes

Contribution to the development of graduate attributes

This subject is aligned with the graduate attributes of intellectual rigour and innovative problem solving.

This subject examines the nature of customer relations and marketing processes for sport organisations. It focuses on the development of professional skills relevant to marketing and communications strategies for sport organisations and sport properties.

This subject also contributes specifically to the development of the following Program Learning Objectives for the Sport Business Major in the Bachelor of Management:

Apply critical thinking skills to analyse contemporary managerial challenges, enabling the development of creative solutions relevant to professional practice (1.1)

Teaching and learning strategies

Teaching and learning strategies include formal lectures, tutorials and group discussions. Content for this subject will be supported by the UTS Learning Management System.

Content (topics)

The sport marketing and media mix
Sport broadcasting rights
Strategic sports marketing
Leveraging sport sponsorship
Communication technology and sport
Intellectual property and digital rights
Fantasy sports and fan engagement
Sport merchandising and memorabilia

Assessment

Assessment task 1: Literature Review (Individual)

Objective(s):	This addresses subject learning objective(s): 3 and 4
Weight:	25%

Assessment task 2: Major Paper (Individual)

Objective(s):	This addresses subject learning objective(s): 1, 2, 3 and 4
Weight:	45%
Length:	The project must be at least 2500 words in length (not including the reference list and appendix). The maximum word limit is 4000 words (not including the reference list and appendix). There is no 10% allowance either above or below with these word limits.

Assessment task 3: Exam (Individual)

Objective(s):	This addresses subject learning objective(s): 1, 2, 3 and 4
Weight:	30%

Minimum requirements

Students must achieve at least 50% of the subject’s total marks.

Required texts

No prescribed text for this subject

References

Frawley, S., & Schulenkorf. (Eds.) (2022). Routledge Handbook of Sport and COVID-19. London: Routledge.

Fujak, H., & Frawley, S. (Eds.) (2022). Sport Broadcasting for Managers. London: Routledge.

Nicholson, M., Kerr, A., & Sherwood, M. (2015). Sport and the Media. London: Routledge.

Shilbury, D., Quick, S., Westerbeek. H., Funk., D., & Karg, A. (2013). Strategic Sport Marketing, St. Leonards: Allen & Unwin.

Smith, A., & Stewart, B. (2015). Introduction to Sport Marketing. London: Routledge.