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SMGT40450

Academic Year 2026/2027

Sport Marketing & Comms (SMGT40450)

Subject:
Sports Management
College:
Health & Agricultural Sciences
School:
Public Hlth, Phys & Sports Sci
Level:
4 (Masters)
Credits:
10
Module Coordinator:
Dr Joel Rookwood
Trimester:
Spring
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

This module focuses on the major processes and decisions that sport marketing executives encounter in their efforts to synchronise the objectives and resources of their sport organization with the needs and demands of sport consumers in the marketplace. Students will acquire an understanding of sport marketing principles and processes as well as comprehending the corporate context of marketing. Sport sponsorship strategies are evaluated and the process of developing and leveraging sports sponsorship is studied. The module also examines the role of communications on themes such as crisis communication and corporate communication planning.

About this Module

Learning Outcomes:

At the end of the module, students should be able to:

1. Understand the role and process of marketing in a challenging business environment.
2. Assess the strategic nature of brand development and management in a sport context.
3. Analyse the role of digital communities and social media in sport organisations
4. Develop and implement sponsorship strategies to launch and position new products.
5. Critically reflect on core concepts and techniques of communications in sport.
6. Create a communications strategy and campaign for a sport-related event or organization.
7. Utilize qualitative and quantitative research/diagnostic tools for market research.

Indicative Module Content:

• Strategic marketing planning
• Developing a brand
• The strategic value of sponsorship
• Using social media as a marketing medium
• The fundamentals of a media launch
• Communications in a crisis

The United Nations identified seventeen Sustainable Development Goals (SDGs) as core to the 2030 Agenda for Sustainable Development, and UCD contributes in general to SDG 4 Quality Education. Further SDGs explored within this module if relevant are listed below. A scale of 1 - 5 indicates the extent to which the SDG is covered.


 

Student Effort Hours:
Student Effort Type Hours
Specified Learning Activities

54
Autonomous Student Learning

160
Lectures

35
Total

249

Approaches to Teaching and Learning:
Lectures, group work, class-based discussion and expert seminars

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy
Description Timing Component Scale Must Pass Component % of Final Grade Component repeat (in-module) Offered
Group Work Assignment: Sport branding assignment Week 9, Week 10 Graded No
40
 No
Individual Project: Sport marketing assignment Week 11 Graded No
50
 No
Participation in Learning Activities: Participation in classroom-based activities imbedded throughout the module Week 3, Week 4, Week 5, Week 6, Week 7, Week 8 Graded No
10
 Yes

As part of UCD's student support, under the Additional Consideration policy, extensions may be available for the following assessments in the module: Assignment (including essay/poster), Portfolio, Reflective Assignment, Report(s), and Individual Project.


Carry forward of passed components
No
 

Resit In Terminal Exam
Summer No
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, 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.

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Spring Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 30, 31, 32, 33, 34 Fri 09:00 - 12:50
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