Sports Business Management

Program Overview

The Sports Business Management MSc at Keele University equips students with a comprehensive understanding of the global sports industry and essential business skills. Through a combination of theoretical knowledge and practical experience, graduates are prepared for a wide range of career opportunities in the dynamic sports world, including roles in marketing, event management, finance, and governance. The program offers optional pathways in entrepreneurship and placement, providing students with specialized experiences and career preparation.

Program Outline

Sports Business Management - MSc

Degree Overview:

Overview:

The Sports Business Management MSc program at Keele University is designed to provide students with a comprehensive understanding of the global sports industry and the essential business skills needed to succeed in this dynamic sector. The program combines theoretical knowledge with practical experience, preparing graduates for a wide range of career opportunities in the constantly evolving sports world.

Objectives:

• Equip students with a deep understanding of the sports industry, covering key areas such as sports marketing, event management, finance, and governance.
• Cultivate essential business skills in leadership, communication, strategic planning, and problem-solving.
• Foster students' creativity and innovation to apply business principles to real-world scenarios in the sports industry.
• Develop students' research and analytical abilities to critically evaluate industry trends and opportunities.
• Enhance students' professional development and teamwork capabilities through collaborative projects and industry engagement.

Description:

This full-time MSc program requires one year of dedicated study. Students can choose to start their studies in either September or January. The program is designed to cater to individuals with diverse academic backgrounds, offering a solid foundation in both business principles and sports industry knowledge. Through a combination of interactive lectures, case studies, group projects, and industry visits, students gain a comprehensive understanding of the sports landscape and develop the necessary skills to navigate its complexities. Additionally, the program offers a unique opportunity to specialize in specific areas of interest through optional modules, allowing students to tailor the program to their career aspirations.

Outline:

Program Content:

The program delves into various aspects of the sports industry, focusing on areas such as:

• The Sport Media Relationship: Examining the complex relationship between sports and media, covering the evolution of sports journalism, the role of technology, and the impact of social media.
• The (E)Sports Fan Experience: Exploring the evolving world of esports, analyzing the unique characteristics of esports fans, and exploring engagement strategies.
• Leadership: Developing leadership skills through theoretical frameworks and practical applications in the context of the sports industry.
• Entrepreneurship and Innovation for Sustainable Development: Examining the role of entrepreneurship in the sports industry, fostering innovation, and exploring sustainable business practices.
• Understanding Consumer Behaviour: Analyzing consumer behavior in the sports industry, understanding market segmentation, and developing effective marketing strategies.
• International Business Context: Exploring the global sports business environment, examining cultural differences, and understanding the impact of international trade on the industry.
• Marketing Management in the Digital Age: Understanding the impact of digital technologies on sports marketing, developing digital marketing strategies, and analyzing the role of social media.
• Global Sports Sponsorships: Investigating the various aspects of sports sponsorship, analyzing the benefits and challenges, and developing effective sponsorship strategies.
• International Sports Event Management: Learning about the intricacies of planning and managing international sports events, including budgeting, logistics, and risk management.
• Creativity and Personal Development: Enhancing students' creativity and innovation skills through practical exercises and exploring the importance of personal development in the competitive sports industry.
• Research Methods: Developing research and analytical skills, learning how to identify research problems, design research projects, collect and analyze data, and effectively communicate research findings.

Program Structure:

The program is organized into two semesters, each comprising a combination of compulsory and optional modules. Students must complete a total of 180 credits, including 120 credits earned through taught modules and 60 credits for the final project.

Course Schedule:

The course schedule is structured to ensure a balanced learning experience, with lectures, seminars, and tutorials taking place throughout the week. Students are also expected to dedicate additional time to independent study, group work, and project completion.

Individual Modules with Descriptions:

Semester 1:

• Compulsory Modules:
• The Sport Media Relationship: This module examines the complex and evolving relationship between sports and media, covering traditional media, new media platforms, and digital technologies.
Students explore the role of sports journalism, media rights, and the impact of social media on the sports landscape.
• The (E)Sports Fan Experience: This module analyzes the unique characteristics of esports fans, their consumption habits, and their engagement with the esports industry.
• Optional Modules:
• Entrepreneurship and Innovation for Sustainable Development: This module fosters entrepreneurship skills and explores how organizations can innovate and develop sustainable business practices in the sports industry.
Students learn about business models, marketing strategies, and the importance of environmental and social responsibility.
• Understanding Consumer Behaviour: This module delves into consumer behavior in the sports industry, focusing on market segmentation, consumer motivations, and decision-making processes.
Students learn how to analyze consumer data, develop effective marketing strategies, and build strong brand loyalty.
• International Business Context: This module explores the global sports business environment, examining cultural differences, international trade agreements, and the impact of globalization on the industry.
Students learn about international business strategies, risk management, and ethical considerations in a globalized marketplace.
• Marketing Management in the Digital Age: This module focuses on the impact of digital technologies on sports marketing, exploring social media marketing, digital content creation, and online advertising strategies.
Students learn how to leverage digital tools, analyze data, and measure the effectiveness of their digital marketing campaigns.

Semester 2:

• Compulsory Modules:
• Global Sports Sponsorships: This module investigates the various aspects of sports sponsorship, including different types of sponsorship deals, the benefits and challenges involved, and the development of effective sponsorship strategies.
Students learn how to identify sponsorship opportunities, negotiate agreements, and evaluate the impact of sponsorship campaigns.
• International Sports Event Management: This module provides an in-depth understanding of planning and managing international sports events, covering budgeting, logistics, risk management, and spectator experience.
Students learn about the intricacies of event planning, the importance of stakeholder management, and the challenges of hosting large-scale international events.
• Creativity and Personal Development: This module enhances students' creativity and innovation skills through practical exercises and encourages them to explore personal development opportunities in the dynamic sports industry.
• Research Methods: This module develops students' research and analytical skills, enabling them to conduct independent research projects.
Students learn how to identify research problems, design research projects, collect and analyze data, and effectively communicate their findings through written reports and presentations.
• Optional Modules:
• Brands and Branding: This module explores the concept of branding in the sports industry, covering brand identity, brand positioning, and brand management strategies.
Students learn how to develop strong brands, build emotional connections with consumers, and protect their brand equity.
• Developing an Investable Business Plan: This module provides students with the skills and knowledge needed to develop a comprehensive and attractive business plan for a sports-related venture.
Students will learn how to conduct market research, identify target markets, develop financial projections, and create a compelling narrative to attract investors. Students learn how to conduct SWOT analyses, develop competitive advantage, and make informed decisions using data and market intelligence.

Final Project:

After completing the taught modules, students undertake a final project, which allows them to apply their learnings to a specific area of interest within sports business management. Students can choose either a research dissertation or a consultancy project, depending on their career aspirations and preferred learning style.

Assessment:

Assessment Methods:

The program utilizes various assessment methods to evaluate student learning, including:

• Essays: Students engage in critical analysis and written communication through essays based on case studies and relevant industry topics.
• Research Reports: Students showcase their research capabilities and analytical skills by conducting research, analyzing data, and presenting their findings in a report format.
• Blogs and Reflections: Students engage in self-reflection, critical thinking, and communication through blog posts and reflective writing assignments.
• Presentations: Students develop their presentation skills and effectively communicate their knowledge by delivering presentations on chosen topics.
• Portfolios: Students showcase their understanding and application of specific industry concepts through portfolios containing projects, assignments, and reflections.
• Reports: Students demonstrate their ability to analyze information and present findings in a clear and concise manner through written reports.
• Literature Reviews: Students refine their research and critiquing skills by critically analyzing existing literature and identifying key themes and research gaps.
The criteria also consider the originality of ideas, research quality, effective use of evidence, and clarity of expression.

Teaching:

Teaching Methods:

The program employs a variety of teaching methods to cater to diverse learning styles and create an engaging learning environment. These methods include:

• Experiential Learning: Students actively apply their knowledge to real-world scenarios through case studies, simulations, and practical exercises.
• Lectures and Interactive Lectures: Students receive foundational knowledge and engage in interactive discussions through traditional lectures and interactive sessions that encourage active participation.
• Tutorials: Students deepen their understanding and engage in collaborative learning through smaller group discussions, activities, and presentations.
• Independent Study: Students develop their research and self-directed learning skills through independent research projects, reading assignments, and critical analysis of relevant literature.
• Group Work: Students hone their teamwork and collaboration skills through group projects, assignments, and presentations, fostering effective communication and problem-solving abilities.

Faculty:

The program is delivered by experienced academics and industry professionals who are recognized experts in their respective fields. The faculty brings a wealth of knowledge, research experience, and practical insights to the learning environment, ensuring students receive a well-rounded and current education.

Unique Approaches:

The program incorporates several unique approaches to enhance student learning and provide a competitive edge in the industry. These approaches include:

• Industry Focus: The program emphasizes real-world application of knowledge, preparing students for immediate contributions to the sports industry upon graduation.
• Optional Modules: Students can tailor their learning experience by choosing optional modules that align with their specific career interests and aspirations.
• Project-Based Learning: Students actively engage in project-based learning throughout the program, gaining practical experience, developing problem-solving skills, and building their portfolios.
• Collaboration with Industry Professionals: Students interact with industry professionals through guest lectures, industry visits, and project supervision, gaining valuable insights and networking opportunities.
• Research Opportunities: Students who wish to pursue further academic research can engage in research projects under the guidance of experienced faculty members.

Careers:

Career Paths:

Upon completing the Sports Business Management MSc program, graduates will be well-prepared to pursue diverse career paths within the global sports industry. Potential career paths include:

• Social Media Executive: Managing social media accounts for sports organizations, athletes, or brands, creating engaging content, and building online communities.
• Strategy Executive: Developing strategic plans for sports organizations, analyzing market trends, identifying opportunities, and making recommendations for growth.
• Insight Executive: Conducting market research, analyzing data, and providing insights to inform decision-making within sports organizations.
• Operations Officer: Managing day-to-day operations of sports organizations, coordinating events, overseeing logistics, and ensuring smooth functioning.
• Sports Development Officer: Developing and implementing programs to promote sports participation, engaging with communities, and fostering a healthy and inclusive sporting environment.
• Partnerships Executive: Identifying and securing partnerships for sports organizations, negotiating agreements, and managing relationships with sponsors and other stakeholders.
• Events Manager: Planning and executing sporting events, managing budgets, logistics, and personnel, and ensuring a positive spectator experience.
• Sports Marketing Analyst: Analyzing marketing data, evaluating campaign effectiveness, and developing strategies to reach target audiences and achieve marketing goals.
• Membership Manager: Managing membership programs for sports organizations, engaging with members, providing excellent customer service, and driving membership growth.

Career Opportunities:

Graduates of the program are highly sought after by a wide range of employers in the sports industry, including:

• Sports organizations: National governing bodies, professional sports clubs, leagues, and other sports-related organizations.
• Media and broadcasting companies: Television networks, sports channels, sports websites, and digital media platforms.
• Sponsorship agencies: Agencies that connect brands with sports properties and negotiate sponsorship deals.
• Marketing agencies: Agencies that specialize in sports marketing, developing and executing marketing campaigns for sports clients.
• Event management companies: Companies that organize and manage sporting events, conferences, and exhibitions.
• Consultancy firms: Firms that provide strategic advice and consulting services to sports organizations, athletes, and brands.

Career Outcomes:

Graduates of the program have a strong track record of success in securing employment within the sports industry. They are highly valued for their industry-specific knowledge, business acumen, analytical skills, and problem-solving abilities. Additionally, the program's focus on practical experience and project-based learning prepares graduates to make immediate contributions to their chosen field.

Other:

Optional Pathways:

In addition to the standard taught program, the Sports Business Management MSc offers two optional pathways that provide students with specialized experiences and career preparation:

• Entrepreneurship Pathway: This pathway is designed for students with an entrepreneurial spirit and an interest in starting their own sports-related venture.
Students will receive guidance and support in developing their business ideas, creating business plans, and launching their businesses.
• Placement Pathway: This pathway provides students with an opportunity to gain valuable work experience in the sports industry through a paid work placement.
Students will work on real-world projects, gain industry insights, and build their professionalネットワーク.

International Students:

UK - Full time £12,700 per year. Part time £7,000 per year. International - £21,900 per year.