MK9530 - Dynamics of Marketing in Sport, Music and Fashion

What will I learn on this module?

This module helps you gain an in-depth and up-to-date understanding of current marketing trends and marketing practice in sport/music/fashion industry. This module will develop your marketing and management skills including communication, problem solving, data analysis, critical, logical and reasoned thinking as well as experience with these skills and teamwork etc.

The main contents of the module will cover the following topics:

• An understanding of the characteristics unique to each industry
• Main issues and challenges in sport/music/fashion industry;
• Emerging marketing trends in sport/music/fashion marketing;
• An understanding the unique features of sport/music/fashion consumers and fans;

Marketing practices of sport/music/fashion products;
1. Products and branding
2. Price
3. Place
4. Promotion
Marketing practices through sport/music/fashion events;
1. Event marketing
2. Sponsorship

The module will also address the following themes:
• Best marketing practice and successful campaigns
• Developing an integrated marketing plan (including marketing metrics) in sport/music/fashion.
• Ethical issues in sport/music/fashion marketing (e.g. copyrights, intellectual property rights, ambush marketing, false advertising etc.)
• Career directions and related jobs

How will I learn on this module?

You will learn through a combination of formal sessions (lectures, seminars, workshops and webinars), tutor-directed study and independent reading. The seminars, workshops and webinars will be highly interactive and will draw upon the directed learning undertaken, your own marketing-related experiences and discipline expertise of the academic team.

The module is delivered by a dynamic academic team of researchers and industry professionals who have extensive and up-to-date experience in sport/music/fashion industries.

The module consists of 4 hours per week and 12 weeks for the second semester:

18 x Lectures: two hour a week lectures will provide you with a theoretical underpinning for your learning, the lectures will cover main issues and emerging trends in marketing practice in sport/music/fashion delivered by tutors who specialise in a particular area/industry, as well as professional guest speakers from sport/music/fashion industry on the main topics.

12 x Seminars: case study, group discussion or activities on lecture topics, focus on the application of theory and emerging marketing trends in practice.

6 x Workshops: designed to develop your critical thinking and problem-solving skills through group debate presentations, you will work on the student-generated content/projects based on your own experiences/interests (vote for hot topics), or involve in mini projects /tasks (developed by companies or business partners) to help solve real business problems.

12 x Webinars: one hour a week will be dedicated to a webinar, which will allow students further contact time with the module team to discuss any queries the students may have.

Directed learning will focus on pre-reading, activity based learning through specially designed seminar exercises, and the use of the e-Learning Portal (eLP). Independent learning will be based upon your own initiative in further exploring and researching areas of interest.

The module will be delivered through knowledge integration method. Instead of teaching individual knowledge, it emphasizes on the logical relations, holistic views, and thinking reflection. It enables you to see the whole picture around a topic and enhances your understanding of links between different knowledge and develops your critical thinking skills.

How will I be supported academically on this module?

You will be supported by the module tutor who is an academic lead for the module, in addition to an academic teaching team comprising subject experts who specialise in emerging trends in marketing practice in sport/music/fashion. This academic team will deliver lectures, workshops, seminars and webinars. The workshops and seminars will be in small groups so that there is opportunity for exploring the subject matter in detail with both the academic staff and your fellow students.

A comprehensive eLP site will store the materials needed for the lectures, workshops and seminars, alongside a detailed week-by-week learning and teaching plan to guide you through the module and the learning unique to each industry. There is an electronic reading list indicating the core texts with cover research methods and data analysis, alongside reference to various recommended marketing-related journals which you should access as the module progresses. The University provides an excellent library facility which is accessible 24/7 during term time and includes access to a wide variety of specialist journals, electronic database, and other relevant publications focusing on the themes covered in this module. There are top of the range IT facilities at the Faculty of Business and Law building where your formal study sessions will take place.

You will be supplied with formative feedback through seminar and workshop discussion and reflection, further supported by the weekly webinar. Formative feedback will be provided throughout the module, particularly in relation to seminar and workshop tasks where the practical aspects of the module will offer you opportunities to give and receive feedback from your tutors and fellow students.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

Knowledge & Understanding:
• Demonstrate familiarity with the unique characteristics of sport/music/fashion consumers and gain an in-depth understanding of the main issues and emerging trends in sport/music/fashion marketing. [MLO1]
• Apply context specific marketing theories to associated professional settings. [MLO2]

Intellectual / Professional skills & abilities:
• Develop a presentation and deliver by a group, making recommendations for a future marketing plan based on the critical analysis of a brands current situation and findings from secondary research. [MLO3]
• Critically reflect on personal strengths and interests for development with a view towards future career direction and relevant employment. [MLO4]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Demonstrate an awareness of ethical, global and cultural issues across sport, music and fashion marketing contexts. [MLO5]

How will I be assessed?

How will I be assessed? (SRS 0006)
Please give details of all formative and summative assessment process indicating which MLOs will be addressed and how feedback will be provided.

Formative assessment will be provided on an ongoing basis throughout the module, where feedback will be provided during the interactive seminars and workshop classes relating to the activities being undertaken. The weekly webinar will also provide further opportunity for academic and peer discussion and formative feedback.

The summative assessment consists of two parts:

1. Group Debate Presentation: The group debate presentation is designed to help you gain an in-depth understanding of new trends in marketing practice in the sport/music/fashion industry, while strengthening your skills in critical thinking, logical thinking, team working, and problem-solving. Workshops will help you prepare for the debate presentation and develop your relevant skills. Each group (4-6 members) will be assigned to a current topic and to either the affirmative team or negative team. Debate topics and position statements are outlined by the tutor in the first workshop. This component will address MLO1, MLO2 and MLO3.

2. Individual Marketing Plan Report: Each of you will compare the marketing practices between two industries (1000 words), you will then develop a report (1500 words) for the Marketing Manager of the selected brand from one of the industries. This component will address MLO1, MLO2, MLO4 and MLO5.





Module abstract

Marketing has significantly changed over the past few years due to a highly competitive and dynamic global environment. This module is
designed for the students who have a passion for the sport, music or fashion sectors and want to work in these exciting industries. Exploring
the main issues, new trends and key challenges in sport, music and fashion marketing, this module helps you understand how marketing has
evolved and how its theories are tailored and applied to a particular industry. It also helps you build the relevant marketing and management
skills you need to begin a career in areas such as events, sponsorship, public relations, retailing, brand management, customer relationship
management, digital marketing and more. The module is delivered by a dynamic academic team of tutors, researchers and industry
professionals who have extensive and up-to-date experience in the sport, music and fashion space.

Course info

UCAS Code N555

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Full Time or 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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