Football Business & Media BA (Hons)

Understanding Football Business

The football industry has undergone some fundamental changes in the last few decades. It was regarded as being largely an industry that played a part of society rather than to make money. Therefore, it had unique properties. In many ways it has gone from being poorly run with a limited number of people and institutions involved into a multi-million pound sector that is shaped by those inside and outside football. The contemporary football industry has taken on board some of the dynamic innovations used in other sectors and this has helped transform how it is managed and administered; it is being steered in a more professional manner, whereby increasing revenue has taken on increasing importance. Yet, much of the culture of the traditional industry remains. This module explores this transformation through introducing, describing and examining how the core parts of the football sector (marketing, finance, the media, sponsorship, event management, leadership and HR) operate as well as introducing key issues associated with that.

The Role of Marketing in Business

Most people have a view on what marketing is and what marketers actually do. Marketing has become synonymous with the ways with which firms attract customers and persuade them to purchase goods and services. But marketing is also a business philosophy that places the customer at the heart of all its activities (customer centric) and regards satisfying customer needs and wants as the only way to build sustainable competitive advantage. Students will explore the application of marketing to the modern football industry and how it has contributed to its growth both in grassroots and professional context.

 

Understanding Football Fans & Customers

No definition of marketing is complete without an emphasis on “customer focus”. This module aims to provide the basis on which we understand the football consumer, their motivations and the tension between the definition of a “fan” and a “customer”, and their level of involvement in “purchase decisions”. Students will examine the unique relationship between the “fan” and their team and consider the growing number of supporter-led organisations and their influence on the national game. An awareness of issues in psychology will enable students to understand concepts such as perception, values, attitude formation and emotional attachment. The module also introduces the students to the differences between consumer and business markets.

Introduction to Football Media

Intermediate International Football Business Management

This module examines football organisations from a functional perspective, considering the roles, operations and challenges impacting on the international sector. There will be a particular focus on corporate social responsibility in international settings, including consideration of international business ethics. The purpose of the module is to assist students to become more familiar with key business functions (e.g. marketing, media management, legal frameworks, finance, human resources.) and which relate to the European Club Licensing Scheme. Students will continue to develop a focus on applying theory and concepts effectively to business practice.

Football and Entrepreneurship

This module aims to develop students’ entrepreneurial experience.

Football Business & Finance

This module aims to develop a broad understanding of corporate finance within the context of football business. Students will explore the use and significance of financial information to business decisions and apply this to the context of football business. Relevant theories and concepts will be introduced and explored, enabling students to develop a comprehensive understanding of finance and its significance to successful business operations.

Contemporary Issues in Football Business

This module will introduce students to a variety of issues, controversies and debates from across the football business. It will provide the opportunity for the contextualisation of social theory and concepts within in-depth explorations of contemporary issues in the football business. In this way, students will engage with the ‘reality’ of the industry for individual athletes and social groups and the concepts that underpin this reality by applying sociological principles to knowledge that exists in the public domain. Students will also be introduced to research in sport and leisure sociology and will apply research principles for the social sciences in a basic research project on a contemporary issue of their choice, related to the football business.

 

Media Relations for PR & Events

This module explores how organisations communicate with their different audiences. It allows students to see where PR fits in the communications process as well as where it fits in the organisation. Writing skills form a significant part of the module as any graduate wishing to follow a career in PR must be able to write well in a range of styles for different media. As the main focus of PR is media relations a major focus of the module is the working of the media and, specifically, the role of journalists. The content will be specifically applied to the football context to illustrate theory to practice.

Public Relations practitioners are also often involved in running a range of events in order to reach their target audiences. This module also seeks to equip students with organisational skills, to encourage creativity of ideas within a planning framework, and to ensure effective media coverage both pre and post-Event.

Public Relations Strategy

This module concentrates on the complexities of the range of issues, contexts and audiences facing organisations today. It recognises consumers’ and stakeholders’ growing awareness of the social contribution and impact of organisations, whether for profit or not for profit. Students will build knowledge and skills in how to research the contexts and make recommendations for courses of action. Management will form a key aspect of this module – the management of internal and external relationships, crises, and corporate communications.

Strategic Management

This module develops an understanding of strategic management as applied to the football context and strategic information systems planning in different organisational and environmental contexts. It provides theoretical concepts and relevant tools for undertaking strategic analyses, considering strategic choices and making strategic recommendations.A variety of football contexts will be explored including professional and grassroots arenas.

 

Research Project

This module aims to provide students with the opportunity for independent learning through the completion of an individual, extended research project. The project requires a high level of individual application and commitment to research and enquiry. It provides students with the opportunity to identify, reflect upon and explore a topic that has implications for their own professional development.

Elective (30 credits):

Global Marketing Management (30 credits)

Increasingly organisations operate to some extent (if only via the web) in the international environment and therefore need an understanding of the complexities of marketing globally. The aim of this module is to develop this understanding and to enable students to apply global marketing theories and concepts to the football business. It starts by focusing on the environmental context and the understanding of foreign markets and customers. It then considers how organisations research and select new markets before moving on to evaluate market entry strategies.

The emphasis in the second part of the module is on strategic marketing planning and implementation in global markets. We shall consider how companies can build business in their chosen markets, through their choices of target market, competitive strategy and marketing mix. The core issues of standardisation and adaptation, and global vs local brands, will be central to the course. Both physical goods and service companies will be considered.

Advanced International Football Business Management (30 credits)

This module examines football organisations from a functional perspective, considering the roles, operations and challenges impacting on the international sector. The purpose of the module is to enable students to develop analytical and reflective knowledge and skills in managing the interface between football organisations and the industry’s external business environment. The key management disciplines of policy development and strategy will be explored in direct relationship to the football industry.

Football Law (15 credits)

“… contrary to mythology and many misconceptions, and also many wishes within sporting administrative and playing circles, the law of the land does not stop at the touchline or board or committee room”, Edward Grayson.

This module aims to:

• Enable students to acquire advanced knowledge, understanding, critical and conceptual awareness of the legislative, common law and international provisions that relate to the regulation of football;
• Critically evaluate the social, political and cultural context in which football law has developed and debate the issues concerning how to reconcile the tension between football as a social pursuit and the legal regulation of the “business of football”;
• Equip students with the skill of being able to apply knowledge to a complex legal problem in football in order to provide arguable solutions to concrete problems (actual or hypothetical).

Football Policy & Ethics (15 credits)

This module will focus on issues relating to Government policy on sport and the football business in particular and consider ethical and moral issues that are central to that business and policy making. Students will be made aware of political ideologies (past and present) and their impact on various aspects of the football business. Students will be introduced to the discipline of ethics through a series of controversial issues in football and develop critical reasoning abilities, which allow them to connect associated moral philosophies.