MGMT H3340 - Sponsorship and Media Management in Sport
Module Title:
Sponsorship and Media Management in Sport
Language of Instruction:
English
Credits:
10
NFQ Level:
7
Module Delivered In
No Programmes
Teaching & Learning Strategies:
The learning outcomes will be achieved through the following teaching methodologies:
Lectures – Communication of knowledge and ideas between lecturer and student; Problem Solving – Students will participate in group activities to apply knowledge and theory to experiences of the media; Class Discussion – Students will be actively encouraged to participate in debates and discussions; E- Learning –Blackboard will be used; Practicals-
The use of case study and article discussion & presentation will play a primary role
Module Aim:
Upon completion of this module, students should understand the fundamentals of sponsorship in sport and how to succeed in winning with and working with a sponsor for their sporting organisation. Students should also have developed an understanding of the media landscape in Ireland and how to liaise with local and national media on behalf of their sporting club or organisation.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1
Discuss and evaluate various types of sponsorship
LO2
Understand the evolution of sponsorship and the nature of the sponsorship industry
LO3
Develop an understanding of the key media involved in the sports industry and describe the media in relation to types, styles, power and influence
LO4
Complete media interviews
LO5
Understand how to write, cite and reference in an academic fashion
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed
Module Content & Assessment
Indicative Content
Introduction
What are the media?; Why study the media?; The changing world of the media in sport; The functions of the media in sport; Completing media interviews in sport
The Media Industry
Media Ownership; Media Professionals; Media Regulation
Introduction to Sponsorship and Overview of Industry
Definitions of Sponsorship; Evolution of Sponsorship; Sponsors; Rights owners; Agencies/consultancies; Audiences; Other media players
Key Developments in Sponsorship
Globalisation of sponsorship; Growth of sports sponsorship; Ethical & social responsibility issues
The Sponsorship Programme
Review of existing activity; Developing a sponsorship policy & strategy; Measurable objectives; Audience segmentation; Brand essence; Identifying sponsorship opportunities; The effective sponsorship proposal; Negotiation; Sponsorship activation/execution; Maximising return on investment; Measures of sponsorship effectiveness
Maximising Value of Sponsorship
Activation; Use of other media and promotional tools; Direct marketing, sales promotions, PR, on-line; Hospitality; Merchandising
Protecting Sponsorship Investment
Ambush marketing; Contracts
Crisis in sport
How to prepare for a crisis in sport; Preparing a crisis plan for a sporting organisation; Case Studies
Practical Work
Media Training
Assessment Breakdown
%
Continuous Assessment
50.00%
End of Module Formal Examination
50.00%
Continuous Assessment
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Case Studies
Group assessment. In order to start understand sponorship theory is relevant to practice, students complete a group presentation of a sports sponsorship case study presentation. A summary of the chosen case study will be presented in class.
1,2
20.00
n/a
Written Report
In order to become proficient in academic writing, students are required to attend a two hour literature review workshop (worth 20% of overall mark) and subsequently write a literature review based on a sports topic of their choice.
5
20.00
n/a
Oral Examination/Interview
Media Interview. Students complete a media interview based on a sports topic of their choice.
3,4
10.00
n/a
No Project
No Practical
End of Module Formal Examination
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Formal Exam
2 hour written exam
1,2,3,4,5
50.00
End-of-Semester
SETU Carlow Campus reserves the right to alter the nature and timings of assessment