SMGT30290 Sports Media, Communications & Sponsorship

Academic Year 2022/2023

This module focuses on the wide range of communication processes involved in the production, organisation and consumption of sport. It examines key developments in the correlation between sport and media including forms of mass, social and digital communication. Students will acquire an understanding of communication management and strategy as it pertains to a variety of national and international sports leagues and competitions, from small-scale organisations to sport mega-events. The module also critically examines the sport media complex, participatory fandom. Students will develop a clear understanding of the theoretical and practical aspects of sports sponsorship and its connection to various forms of media, and analyse key processes relating to activation, advertising and strategic sport sponsorship.

Show/hide contentOpenClose All

Curricular information is subject to change

Learning Outcomes:


1. Understand key processes relating to the production, organisation and consumption of sport in key transnational contexts.
2. Analyse the sport media nexus and the role of digital communication channels in promoting mediatised sport.
3. Critically assess communication management and strategy in relation to different levels of sports leagues and competitions, from smaller sports organisations to mega-events.
4. Analyse the complex relations between the sender, the message, the medium and the audience in different spheres of sport.
5. Critically examine the sport media complex and forms of participatory fandom.
6. Understand the theoretical and practical aspects of sports sponsorship and its connection to various forms of media, and analyse activation, advertising and strategic sport sponsorship.
7. Create media content that engages consumers in the sport industry.

Indicative Module Content:

• The evolution of sport media
• Theories of communication
• The sport media complex
• Sports leagues, communication management and strategy
• Sports mega-events and the media
• Participatory fan media
• Digital communication channels and sport promotion
• Creating media content for the sport industry
• Sport sponsorship, advertising and strategy

Student Effort Hours: 
Student Effort Type Hours
Lectures

24
Specified Learning Activities

36
Autonomous Student Learning

65
Total

125
Approaches to Teaching and Learning:
Lectures, group works, class-based discussion; expert seminars 
Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment: Individual report Coursework (End of Trimester) n/a Graded Yes

50
Group Project: Sport media video Week 11 n/a Graded Yes

50

Carry forward of passed components
No
 
Resit In Terminal Exam
Spring No
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment

How will my Feedback be Delivered?

Students will be provided with group feedback from the module leader post assessment of their group report and presentation. Students will also be provided with feedback on their individual assignment post assessment.