Stadium and Events Management BA (Hons)

You will have an introduction to events and stadium management, and gain an understanding of venue and operations logistics to deliver credible events, hospitality operations and management, building leadership and management capabilities within the hospitality industry and understanding consumer behaviour associated with hosting major events.

The degree will provide an insight into the managerial and business facets of delivering a safe and customer focused event experience. This includes exploring the hospitality and facilities operations and their impact upon delivering a successful and profitable event, whilst understanding the implications of the legalities and regulations, from liaising with the police on a match day to building relationships with stakeholders such as local authority and transport officials when hosting a community events.

Degree content

The global sports events market is worth in excess of £35 billion. Stadia represent major capital investment for most professional sports organisations and the increased utilisation of stadia is a major financial opportunity. They are now seen as not just sports venues but as venues for many activities outside of the sporting arena. Most are used for around 35 days per year for their core sporting activity; the challenge therefore is to maximise stadium utilisation for the remaining 330 days a year.

Wembley Stadium for example has hosted almost 200 events since 2007, combining domestic and international matches with concerts featuring acts such as Eminem, AC/DC, the Foo Fighters and Ed Sheeran, in addition to hosting motorsports, boxing, NFL and rugby events. You will learn first-hand how a venue’s assets are maximised to ensure sufficient financial returns to repay the capital outlays.

You will gain an understanding of developing a compelling visitor experience and a safe environment, analyse the various stakeholders in presenting an event, and understand operational planning and the financial underpinnings needed to ensure income streams from a number of sources.

UCFB degrees fall under three subject benchmark statements – General business and management (2007); Hospitality, leisure, sport and tourism (2008); and Psychology (2010). Visit the QAA website to access each of these benchmark statements.

Download the BA (Hons) Stadium & Events Programme Specification.

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 Sports Business

The sports industry is a multi-billion pound commercially driven industry and within the last three decades its growth has been spurred by an increase in media exposure and commercial capital. Innovations in technology have also played their part in transforming the leisure enthusiast/spectator into a more closely targeted global consumer who demands to be entertained (sports entertainment). However, this commercial boom also fuels the debate that sport still exists primarily as a participatory provision that plays an essential role in supporting the societal functions of local communities.

This module explores the historical growth of sport as a business and social phenomenon and introduces students to core management functions of the industry such as marketing, media, finance, sponsorship, stadium events, human resources, legal and contemporary issues. Students will analyse the development of sport and the governance of elite and grassroots organisations within the sporting framework.

Managing Money

This module seeks to develop an awareness of and an understanding of the source and purpose of financial accounting information within the organisation and an understanding of the structure of the main financial statements. It is also designed to encourage students to develop skills necessary to be able to use financial information for planning, control and decision making.

Introduction to Stadium & Events Management

Event Planning

This module aims to provide students with a theoretical and practical understanding of planning, participating, organising and operating an event. Special events in the modern sports, hospitality and entertainment industries take place in a wide variety of arenas and contexts (i.e. different sports/activities such as football, rugby, ultimate fighting championship, event launches, after dinner speaking and awards ceremonies). There are considerable logistical elements and potential problems which must be considered in the planning process. This module provides students with a theoretical knowledge of event planning and management theory which is then applied to the practical task of managing, funding/resourcing an industry related event.

Football and Entrepreneurship

This module aims to develop students’ entrepreneurial experience.

Stadium Management

The module examines stadium safety issues and why stadium managers need to maximise sources of income from a range of small and large scale events including sporting, retail, hospitality, conferencing and banqueting. It will draw upon the shared services of the UCFB-Wembley partnership to provide students with contextual experience of a range of stadium management issues that include stakeholder management, stadium safety and operations and developing income streams. Students are required to analyse key components of stadium management and will apply their learning to contextual assessment.

Elective (1 of 2):

Financial Reporting

This module looks at:
•The conceptual and regulatory framework for financial reporting;
•Financial Statements including those of business combinations; their interpretation and analysis;
•The nature and purpose of financial management in the business environment;
•Methods used in making short and long term financial decisions.

Digital Technologies for Marketing

What technology is used in marketing and why is it important to the organisation? This module provides the students with a grounding in the technical aspects of the marketing information systems infrastructure. The students will be expected to develop an understanding in how evolving technologies can support the marketing of products and services.

Dissertation

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.

Leadership & Management

Self-analysis and development of leadership and management qualities are a prerequisite for students wishing to elevate their career in sports business management or associated fast moving consumer group (FMCG) industries. The aim of this module is to enable students to understand and evaluate their leadership and management skills and consequent behaviours. They will learn how to appraise managerial and leadership theory and to develop their own leadership and management skills pertinent to a career as a business manager.
The module supports students as they identify and develop their strengths and development opportunities supported by a clear and measurable development plan to improve their management and leadership behaviours.

Negotiation & Winning Contracts

Elective (1 of 2):

Football Brand Strategy

In this module, students will explore how brand concepts and value are conveyed through communications, and can be used to support corporate and business objectives. The module will familiarise students with the formulation, preparation and implementation of integrated marketing communications’ (IMC) plans and demonstrate their wider contribution to strategic marketing management.

International Finance

The International Finance module will examine the impact on UK football companies of establishing themselves in the international market place. The module will consider the national and international accounting requirements, as well as the risks faced when carrying out trade in different currencies. The methods employed to reduce risk and maximise benefits will be applied in the sessions and through assignments.

* Modules listed above may vary depending on changes to the syllabus.

Applications are welcomed from students with a genuine passion and ambition to work in the football and sports industries. Please see the individual degrees for our UCAS tariff point score entry criteria.

The minimum academic requirement for this degree course is a 240-280 UCAS Tariff point score.

Other minimum requirements

Applicants will normally have achieved one of the following:

A minimum of 2 A Levels or equivalent
International Baccalaureate (minimum of 24 points)
A National Diploma or Certificate in an appropriate subject at Distinction level
An Advanced GNVQ in an appropriate subject at Distinction level
An Access Course: minimum of 60 credits, including at least 45 at Level 3
An equivalent level 3 qualification

Applicants should have a strong GCSE profile, including English at Grade C, or equivalent and Maths at Grade C (specifically for Football Business & Finance, Sports Business & Sports Law and Sport Psychology).

Other qualifications, including overseas, may be considered. Applicants for whom English is a second language should have achieved IELTS 6 or equivalent for entry into Level 4.

We also welcome applications from mature students who may not possess the above qualifications but may have relevant experience.

All applicants will be expected to demonstrate a specific interest in their preferred area of study and should have a commitment to engaging with the subject through the academic programme and our complementary curriculum involving high profile guest speakers, master classes and short course opportunities.

Entry with advanced standing

Students are normally expected to start at Level 4, but can be admitted to any level of the course which is considered suitable, after portfolio review and interview, using the Credit Accumulation and Transfer Scheme (CATS). Under this arrangement, a student may apply to have previous academic credits or other learning or experience taken into consideration. Such applications are considered by the Faculty CATS committee and must be supported by the Academic Department.