Marketing the Sports Organisation Short Course

Marketing the Sports Organisation Short Course
The session will equip you with marketing knowledge to apply to a range of sports-settings, providing a mix of theoretical concepts, practical examples and guided activities. The learning materials are entirely online and can be accessed at a time and place suited to your needs.

Entry and Admissions

Award Type:

Short Course

Ancillary Award:



Short Course / CPD

Study Mode:

Part time

Delivery Method:

Online (no attendance)

Course Length:

8 Hours

Partner Colleges:

No Partner College


Online Only

Start Date:

Flexible - Online Course

Entry Requirements:


Course Content

Course Outline:
This is an introduction to marketing strategies and tactics that can be employed by sports organisations to help them achieve goals such as increasing profits, building membership numbers, increasing participation levels and generating publicity and media coverage. The online materials cover the basic elements of the marketing of sport: sports product management, pricing strategies, promotion and distribution.

Learning Environment & Assessment:

The course will be assessed via an online self-test

Academic Expertise

Learning outcome & aims

Learning Outcomes

• Discuss what is meant by the term “product” in sport;

• Have knowledge of the product life cycle, Boston Matrix and Ansoff Matrix models and how they can be used by sports organisations;

• Outline the stages of the new sports product development process and have an appreciation of the role of innovation in sports product management;

• Discuss the role of price in the sports marketing mix;

• Evaluate pricing strategies employed by sports organisations and identify appropriate pricing strategies for different occasions and types of sports product/service;

• Outline the sports marketing communications process and identify the elements of the promotional mix;

• Discuss and evaluate the use of the following elements of the promotional mix for sports organisations: advertising, sales promotions, digital marketing (including viral and social media marketing), personal selling, public relations and direct marketing;

• Appreciate the importance of adopting an integrated approach to marketing communications;

• Discuss what is meant by “place” in the sports marketing mix;

• Evaluate the different distribution channels open to sports organisations and discuss the factors affecting the choice of distribution channel.

Industry links & professional accreditation

We have great links with employers including household names such as Sony, BAE Systems and Apple. We also have links with the smaller companies in the region and offer help and assistance to more than 1,000 of these – with many of our graduates staying in the region it is important we develop these relationships.

Work experience and international opportunities

Due to the nature of this course we do not offer a structured work experience programme or international study.

Graduate Careers

The UCLan Careers Team offer ongoing supportive careers advice and guidance throughout your course and after graduation, along with a range of modules, work experience opportunities and events to help you acquire the skills to make you stand out to potential employers in today’s competitive market.


UCLan is recognised for its outstanding course provision which gives students the skills, knowledge, and personal attributes necessary to succeed at the University and in their future careers. To find out more about the experiences of our students, read our success stories.

Progression Routes

From foundation courses through to world-leading research degrees, you can study a wide range of subject areas at UCLan. Whether you want to develop your knowledge in a subject you enjoy or gain further qualifications to enhance your career, at UCLan there are numerous progression routes for you to follow.

Fees & Funding

You can contact the Student Fees and Funding Team via phone, email, or post. If you are on the campus you can call into The 'i', for advice.
Tel: +44 (0)1772 892400
Student Fees and Funding Team, Foster Building 117, UCLan, Preston, PR1 2HE


For 2017/18 fees please refer to our fees page.

How to Apply

Please email to enrol or for more information.

About UCLan

Course Enquiries

University of Central Lancashire,
United Kingdom

Tel: +44 (0)1772 892400