- Academic Registry
Programme & Unit Catalogues

HL50603: Sport marketing and promotional culture

[Page last updated: 03 August 2022]

Academic Year: 2022/23
Owning Department/School: Department for Health
Credits: 15 [equivalent to 30 CATS credits]
Notional Study Hours: 300
Level: Masters UG & PG (FHEQ level 7)
Semester 1
Assessment Summary: CW 50%, OT 50%
Assessment Detail:
  • Marketing Plan (OT 50%)
  • Coursework (CW 50%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Learning Outcomes: At the completion of this unit the student will be able to:
* Explain, from a critical perspective, the influence and impact of the promotional industries on sport and physical culture, and vice versa (K1).
* Critically assess the economic, political, cultural, and technological conditions surrounding sport and promotional culture and their relationship to specific promotional practices (K1; K3).
* Identify and critically reflect on the practices used by the promotional culture industries to reach and affect consumer/public opinion (i2).
* Apply common marketing principles and methods in a sport management context (P2).
* Demonstrate a critical understanding of the principles of building brands and implementing promotion and advertising activities (K1; i3; i5)
* Identify key components of a marketing plan (i2).

Aims: This unit aims to introduce the concepts, analyses and activities that comprise marketing management, and provide practice in assessing and solving marketing problems. In addition, the unit aims to develop a critical understanding of the practices of marketing, advertising, promotions and publication relations and their relationship to sport and sporting organisations.

* Analyse the relationship between an organisation and its market
* Apply and criticise models commonly used in the marketing profession
Professional Practical


* Recognise and evaluate elements of a marketing plan
* Written and oral communication
* Team building and management
* reflection on own strengths and weaknesses.

Content: Media; Promotional Culture; Branding; Marketing (fundamentals of the theory and practice of marketing, Consumer behaviour, B2B and services buying behaviour, market segmentation and positioning); Public Relations; Event Management; globalisation theories; relations of global sport production; sport and the global economy; sport and sustainable cities; sport and labour migration; commodity chains.

Programme availability:

HL50603 is a Designated Essential Unit on the following programmes:

Department for Health


  • This unit catalogue is applicable for the 2022/23 academic year only. Students continuing their studies into 2023/24 and beyond should not assume that this unit will be available in future years in the format displayed here for 2022/23.
  • Programmes and units are subject to change in accordance with normal University procedures.
  • Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.
  • Find out more about these and other important University terms and conditions here.