Football is a multi-billion pound global industry driven by the marketing of its products. Consumer retention targets place an increased emphasis on organisations to develop their relationships with fans and consumers. The emergence of digital platforms has provided football organisations with the tools to reach a range of stakeholders on a local and global scale. Consequently, elite and lower league clubs require increased expertise to apply online and offline tools such as websites, social media, advertising and direct mail to increase their brand communications.
The English Premier League is a cutting edge example of how the marketing of football related products can exceed growth. Understanding how this growth has been achieved in a turbulent economic environment makes this an ideal context for the study of marketing. Beyond football clubs, leagues and associations, the manufacturers and retailers of football shirts, boots and other kit are well known as among the most successful, fast-changing, fashionable and technologically advanced businesses in the world, responding to the tribal nature of ‘fandom’.
Your studies will focus on the core functions of football business management accompanied by marketing modules. The marketing pathways explore the principles of marketing and communications theory and apply theory to live projects to develop your employability skills. You will gain an understanding of football business and be introduced to international business models and management concepts, business planning, return on investment, strategy integration, contemporary issues and digital marketing. You will plan, implement and evaluate digital marketing plans for an industry organisation.
You will be taught in lectures and participate in stimulating seminar debates, with academic support via UCFB’s virtual learning environment. Assessments combine practical web development with the academic rigour of market research, consumer segmentation and audience selection. The many facets of marketing provide a broad context for learning and there are exciting job prospects for those who can thrive in its multicultural, technologically sophisticated world.
% of the course marked via Course work
of the course marked via Exams
of time spent is spent in scheduled lectures
students were accepted on this course last year