Programme information

New for 2018, our MSc Sport Marketing programme will provide you with a robust understanding of the key principles of marketing, whilst delivering the latest best-practice from industry so that you compete as a marketer in the fast-paced and ever-evolving sport business sector.

Through world-class teaching from our academics, you will develop a complex understanding of the latest sport marketing and business management techniques. You will discover the latest sport marketing tools used by real organisations in the industry, and will analyse and evaluate some of the challenges faced by sport marketers today.
Through careful analysis and learning, you will discover how to create successful sport marketing strategies, using market research, targeted marketing techniques and marketing communications knowledge, as well as project management and campaign monitoring skills.
Alongside teaching of sports marketing theory and practice, you will gain hands-on experience of project planning and industry collaboration, through practical modules such as the Collaborative Project and Design Innovation Project.

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Loughborough University has been named the top university in the world for sports subjects two years in a row!

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Entry requirements

An honours degree (2:1 or above) or equivalent overseas qualification from a wide range of subjects and disciplines. 

Overseas qualification equivalencies

English Language requirements

All applicants for admission to Loughborough University must have a qualification in English Language before they can be admitted to any course or programme, whether their first language is English or not.

More on the Loughborough University website

Fees and funding

Tuition fees cover the cost of your teaching, assessment and operating University facilities such as the library, IT equipment and other support services. The standard tuition fees for 2018/19:

  • £10,250 (UK/EU)
  • £23,300 (International)

University fees and charges can be paid in advance and there are several methods of payment, including online payments and payment by instalment. Special arrangements are made for payments by part-time students.

View scholarships for 2018 entry

Programme aims

  • Gain a comprehensive understanding of sport marketing and develop the skills needed to address associated challenges in the most effective way
  • Utilise sport marketing techniques to analyse and evaluate problems and respond to challenges faced by marketers in real world scenarios
  • Build knowledge and expertise in various elements of marketing practice, with a view to creating successful sport marketing campaigns and strategies
  • Acquire the employment skills needed to enter a professional sport marketing role, including market research strategies, communication skills, target marketing and campaign monitoring and management experience
  • Gain an overarching view of the context in which today’s consumers, businesses and societies operate, including the ethical requirements faced by the sport marketing industry

Programme modules

Our MSc Sport Marketing programme covers a wide range of topics; to give you a taster we have expanded the core modules affiliated with this programme and the specific assessment methods associated with each module.

To complete the MSc in Sport Marketing, you must complete nine core modules, which includes a Dissertation.

Core modules

International Marketing

This module aims to provide you with an understanding of the key concepts and core issues in international marketing and to develop decision-making skills for the successful formulation, implementation and control of international marketing programmes.
Learning Objectives
By the end of the module you should be able to:
  • Describe the core issues associated with the development of international marketing strategies;
  • Explain the key decisions and problems associated with developing a marketing mix in an international setting;
  • Analyse the international marketing environment of an organisation;
  • Debate international marketing issues in a group setting;
  • Use web-based information on internationalmarketing;
  • Evaluate the impact of contextual influences on international marketing decision making.
  • Work independently and manage time effectively;
  • Work effectively in a small team on case studies and projects;
  • 50% group assignment
  • 50% exam

Collaborative Project

With a multi-talented group of students, you will work on a brief from a real company looking to solve a real social or business problem.
Together with your student team, you will research and build solutions to a business problem, supported by our project tutors, clients and staff. Previous clients include Foster + Partners, Speedo, The London Legacy Development Corporation as well as many other companies, start-ups and charities.
The Collaborative Project provides a means for you to engage in critical enquiry and to be exposed to project-based teamwork in multicultural and interdisciplinary settings. By undertaking this module, you will strengthen your cooperative and collaborative working skills and competencies, whilst raising your awareness and appreciation of cultural and disciplinary diversity and differences.
The Collaborative Project aims to provide you with a hands-on experience of identifying, framing and resolving practice-oriented and real-world based challenges and problems, using creativity and appropriate tools to achieve valuable and relevant solutions. Alongside the collaborative elements of the module, you will be provided with opportunities to network with stakeholders, organisations and corporations, which will give you the experience and skills needed to connect to relevant parties and potentially develop future employment opportunities.
Learning Outcomes
On completion of this module, you will be able to:
  • Work effectively in diverse and interdisciplinary teams;
  • Undertake and contribute towards a project-based development process;
  • Apply critical enquiry, reflection, and creative methods to identify, frame, and resolve issues and problems at hand;
  • Identify user and stakeholder needs and value creation opportunities, whilst collecting and applying evidence-based information and knowledge to develop appropriate insights, practices and solutions;
  • Identify, structure, reflect on key issues and propose solutions to problems in creative ways;
  • Enhance your appreciation for diversity and divergent individual and disciplinary perspectives;
  • Be able to provide structured, reflective and critical feedback to peers and other stakeholders;
  • Plan and execute a project plan including scope, resources and timing;
  • Effectively communicate ideas, methods and results to a diverse range of stakeholders;
  • Use multiple, state-of-the-art date media and technologies to communicate with collaborators;
  • Make informed, critical and reflective decisions in time-limited situations.
100% Coursework consisting of:
  • 20% Group project proposal
  • 20% Individual reflection
  • 30% Final Project Report
  • 30% Project deliverables to the client

Sport Media and Marketing

This module will include: the main themes that underpin media and marketing, the evolution of media and marketing in a sport context, the practices and techniques for effective sport media and marketing, the types of media and marketing, and consumer and fan engagement.
The aims of this module are to be introduced to key concepts in sport media and marketing and to develop understanding of the nature of sport media and marketing.
Learning Outcomes
On completion of this module you should be able to:
  • Assess the major theories, principles, and concepts surrounding sport media and marketing;
  • Apply techniques and practices involved in conceptualising and developing a marketing plan;
  • Gather, analyse, and present sport media and marketing ideas and concepts;
  • Apply sport media and marketing principles that can be utilised in different sport environments;
  • Demonstrate initiative and personal responsibility;
  • Continue to learn independently and to develop professionally.
  • 40% Sponsorship Pitch
  • 60% Marketing Plan

Strategic Marketing Management

By the end of this module you will be able to perform a critical analysis of the way in which an organisation positions its products and services in a market. This module examines recent developments in marketing thinking and market strategy development and focuses on the dynamic aspects of market strategy development. We will investigate the current issues facing the sector, including relationship and Internet marketing. This, alongside use of a simulation exercise, will provide you with practical experience of the development and adjustment of strategies in an integrative manner. The module draws on key theories in strategic marketing management, building on the latest academic insights into market orientation, segmentation and positioning, value-creating strategies, branding and customer retention.
Learning Outcomes
On completion of this module, you should be able to:
  • Demonstrate a critical awareness of the factors involved in the marketing of products and services;
  • Critically reflect on traditional and emerging marketing practices;
  • Critically investigate and reflect on the impact of marketing choices;
  • Identify marketing strategies and suitable tools to reach organisational and marketing goals;
  • Critically synthesise and reflect on the professional and academic journal literature.
  • Synthesise information from appropriate sources
  • Demonstrate effective communication skills to persuade and influence stakeholders
  • Demonstrate effective report writing skills
  • Select and use appropriate investigative and research skills
  • Exhibit care for written and spoken communications
  • Case analysis (40%)
  • Report (60%)

Strategic Sport Sponsorship

This module will outline the main themes that underpin sport sponsorship, and the evolution of sport sponsorship in the digital age. We will consider strategic sponsorship matching, as well as targeting and acquisition of sponsorships in the UK and beyond. By the end of the module, you will be able to identify the practices and techniques for strategic sport sponsorship, including the challenges that sponsors and sponsees encounter in a sport context.
Learning Outcomes
On completion of this module, you should be able to:
  • Assess the major theories, principles, and concepts surrounding sport sponsorship
  • Appraise how sponsorship can achieve business and marketing objectives
  • Apply traditional and contemporary techniques and practices involved in conceptualising and analysing strategic sport sponsorship opportunities and challenges
  • Evaluate strategic sport sponsorship ideas and concepts
  • Apply strategic sport sponsorship principles that can be utilised in different sport environments
  • Critique the relationship between strategic sport sponsorship objectives and broader sport marketing objectives
  • Generate new ideas and concepts appropriate to sport sponsorship
  • Select and use appropriate investigative and research skills to identify sport sponsorship opportunities
  • Essay (60%)
  • Report (40%)

Sport Economics and Law

The aim of this module is to equip students to carry out critical evaluations of current issues and contemporary management practice in sport, across a broad range of providers. The module is organised into two main topics:
  • Topic one: Managing organisation's members and stakeholders
  • Topic two: Legal context
Learning Outcomes
On completion of this module students should be able to:
  • Understand management approaches of the sport market and external environment;
  • Understand the objectives/values/styles and outcomes in differing management contexts in the UK and other countries;
  • Contribute to incisive assignment presentations;
  • Manage learning: to learn through case studies the uncertainty and complexity of management.
  • 50% in-class tests
  • 50% report

Global Sports Markets and Industries

The module will cover the following: changing social, economic, cultural and political context of sport. Patterns of sport participation; individual, group and societal factors associated with the development of sport markets.
Investigation and explanation of the nature and structure of sub-sectors of the sport industries. Critical analysis of policy developments in the sport industries.
The aim of this module is to develop understanding of the nature of sport markets (and their various sub-sectors) in terms of their socio-economic and political contexts
Learning Outcomes
On completion of this module you should be able to:
  • Identify the characteristics of selected sport markets and industries
  • Understand the inter-connection between selected industrial sectors
  • Discuss the developments in specific sectors of the sport industries in relation to public policy, voluntary sector priorities and commercial objectives
  • Manage your own learning and reflect on good sport management practice
  • Express ideas in an effective manner both in writing and orally
  • Read critically
  • 20% Presentation
  • 30% Report
  • 50% Essay

Design Innovation Project

The Design Innovation Project is designed so that students develop and gain experience in using key skills that will enable them to work successfully with various organisational project team members in the face to face and distributed product development process. The module will prepare the students to develop as culturally competent project leaders.

The aim of this module is to provide students with skills for working in design innovation work teams.

Learning Outcomes

On completion of this module students should be able to:

  • Develop strategies to plan and execute a project across distributed collaborative teams.
  • Understand the impact of distributed project teams on project management
  • Develop and gain experience in using distance communication
  • Explore cultural issues and concepts with exchanges and project evaluation
  • Develop skills in generating and ev aluation of project briefs
  • Demonstrate increased awareness of cultural issues and concepts
  • Develop strategies to make a contribution diverse project teams
  • Use distance communication tools
  • Provide critical feedback to peers
  • Articulate a project brief and project review criteria
  • Use digital communication tools
  • Develop teamwork skills
  • Develop the means to implement and communicate the strategy to a 'client'
  • Communicate effectively, with colleagues and a wider audience, in a variety of media
  • Solve problems in creative and innovative ways
  • 30% Design Process Diary
  • 30% Reflective Article
  • 40% Project Deliverables


The Dissertation module will equip you with the relevant skills, knowledge and understanding to embark on your own research project. You will have the choice of three dissertation pathways:
  • A desk based research project that could be set by an organisation or could be a subject of the student's choice
  • A project that involves collection of primary data from within an organisation or based on lab and/or field experiments
  • An Internship within an organisation during which time students will complete a project as part of their role in agreement with the organisation (subject to a suitable placement position being obtained)
  • By undertaking a dissertation at master's level, you will achieve a high level of understanding in your chosen subject area and will produce a written thesis or project report which will discuss your research in more detail.
Learning Outcomes
On successful completion of this module, you should be able to demonstrate knowledge and understanding of:
  • The importance of project planning;
  • The importance of a clear hypothesis or research question;
  • The ethical implications of research;
  • The relevant empirical data and methodologies for data collection or knowledge assimilation for the subject area;
  • Methods of data analysis and their suitability for the intended data;
  • The areas of expertise or publications of the major individuals or organisations in the subject or business area;
  • The previous research or current knowledge in the specific subject or business area;
  • Theoretical perspectives relevant to your chosen topic;
  • The most effective methods of presentation for data or knowledge;
  • Developing a clear, coherent and original research question, hypothesis or business problem in a suitable subject area;
  • Synthesising relevant sources (e.g. research literature, primary data) to construct a coherent argument in response to your research question, hypothesis or business problem;
  • Analysing primary or secondary data collected by an appropriate method;
  • Critically evaluating data collected in context with previously published knowledge or information;
  • Engaging in critical debate and argumentation in written work;
  • Applying principles of good scholarly practice to your written work;
  • Performing appropriate literature searching/business information searching using library databases or other reputable sources;
  • Planning a research project and producing a realistic gantt chart demonstrating your intended timelines;
  • Synthesising information from appropriate sources;
  • Demonstrating rational use of research method tools;
  • Selecting and using appropriate investigative and research skills;
  • Demonstrating effective project planning skills;
  • Finding and evaluating scholarly sources;
  • Engaging in critical reasoning, debate and argumentation;
  • Demonstrating effective report writing skills;
  • Recognising and using resources effectively;
  • Successfully managing a project from idea to completion;
  • Demonstrating commercial awareness or the impact of knowledge transfer in a business or research environment.
100% Coursework consisting of:
  • 20% Literature review
  • 20% Research proposal
  • 60% Dissertation report/essay

Future career prospects

Graduating from Sport Marketing will provide you with job opportunities in brand management, marketing communications, social media marketing and digital marketing (in job roles such as Online Community Manager, SEO Specialist and Social Media Executive).

Graduates will also have the opportunity to enhance their knowledge and career prospects further by undertaking an MRes or PhD programme.


Your personal development

Enterprise Through the Curriculum is an intrinsic element of every master’s programme at Loughborough University London and has been carefully designed to give students the best possible chance of securing their dream role. From employability profiling to live group projects set by a business or organisation, and from site visits to organisation-based dissertation opportunities, Loughborough University London is the first of its kind to develop a suite of activities and support that is positioned as the underpinning of every student’s experience.


Modules are assessed by a combination of written assignments, group exercises, presentations and time constrained assignments. Take a look at our modules to see what assessments you can expect to undertake.

Speak to a programme specialist

If you'd like to know more about this programme, you can request an email or telephone call from an academic responsible for the teaching of this programme. 


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