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’.

Degree content

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.

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From 2016, students can also enrol at UCFB Etihad Campus in Manchester

Graduates of the BA (Hons) Football Business & Marketing degree will be awarded degrees by our esteemed academic partner institution, Bucks New University.

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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) Football Business & Marketing Programme Specification.

 

Semester 1

Understanding Football Business+

Understanding Football Business

The football business is a constantly growing global industry because of its increased popularity and revenues. The unique role that clubs play in society creates an environment that distinguishes the football business from other industries. Administrators of the game need to respect and retain both its spirit and the impact of contemporary issues on its global operations. You will learn how different factors have influenced the development of the football business. Applying basic business theories, you will begin to understand the framework within which all football-related institutions coexist and the decision-making process of clubs, players, agents, governing bodies and other stakeholders. The impact of the external environment, the supporters, ownership models of clubs and social context which has shaped the game will also be considered.

An Introduction to Marketing+

An Introduction to Marketing

Marketing has become synonymous with the ways in which firms attract customers and persuade them to purchase goods and services. 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. You will explore the application of marketing concepts and ideas to the modern football industry and how it has contributed to its growth both in grassroots and professional contexts.


Semester 2

Understanding Football Fans & Customers+

Understanding Football Fans & Customers

This module examines our understanding of the football and sports consumer, their motivations, the difference between a ‘fan’ and a ‘customer’, and their level of involvement in purchasing decisions. You will examine the unique relationship between the fan and the team and consider the growing number of supporter led organisations and their influence on the national game. In collaboration with other students, you will carry out market research using both primary and secondary research techniques to look at the characteristics of a football fan and their decision-making process, conducting research for the benefit of the sport and its interested parties.

Integrated Marketing Communications+

Integrated Marketing Communications

Integrated marketing communications is the art of using all aspects of the communications methods available to a marketer in a cohesive way. To do this you will study specialist areas, relating to above and below the line communications methods, and internet-based through the line communications including; advertising and the appropriate media channels, public relations, sponsorship and sales promotion, and the use of social media. You will also learn how to enhance and manage the relationships that exist between external clients and advertising/PR agencies.

 

Semester 1

International Football Business Analysis+

International Football Business Analysis

This module examines football organisations from a functional perspective, considering the roles, operations and challenges impacting on the international business environment. The purpose of the module is to help you to become more familiar with key business functions and indicators of the different football associations and leagues around the world and their connection with their respective business environments.

Event Marketing+

Event Marketing

Event marketing is dynamic, exciting, diverse in scope and characterised by the involvement of organisations within private, public and third sectors. Events in sport, hospitality and entertainment industries take place in a variety of arenas and contexts (i.e. different sports/activities such as football, rugby, ultimate fighting championship, event launches, after dinner speaking, exhibitions, charitable and awards ceremonies). This module is designed to develop your understanding of event marketing, including the multiple logistical elements, segmentation, positioning and potential problems which need to be considered and in doing so you will acquire both business management and organisational skills, which will be demonstrated through critical path analysis.


Semester 2

Research Methods+

Research Methods

The aim of this module is to provide the student with an understanding of research principles, a range of quantitative and qualitative research methodologies and appropriate analysis for these. This will enable the student to develop the research skills and knowledge necessary to undertake an independent research project. Students will be provided with support in developing their writing style to incorporate citations and make use of referencing.

They will be introduced to Academic Journals and will use these to inform their understanding of the research approaches used in the sector. This will also serve to familiarise the learners with the role of Journals in their wider study. The final aspect of this module will introduce hypothesis testing, with learners making use of a computer package to undertake simple statistical tests commonly used within their subject area.

Digital Marketing+

Digital Marketing

Digital technology plays a significant part in developing marketing plans. It is important for a marketer to determine which technological application is the most important in any given marketing campaign. This module will provide you with a perspective of the marketing information systems infrastructure. You will be expected to develop an understanding in how evolving technologies can support the marketing of products and services.

 

Semester 1

Football Brand Strategy+

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.

Strategic Management+

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.


Semester 2

Research Project+

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.

Global Marketing Management+

Global Marketing Management

The aim of this module is to develop your understanding of global complexities such as the impact of cultural and dynamic markets. The module will enable you to apply global marketing theories and concepts to the business of sport and in particular, the business of football. The international business environment is examined in the context of foreign markets and customers. Due diligence will be considered prior to entry of new markets through research and evaluation of entry strategies. You will consider how to develop a global marketing campaign.

 


* 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.

The minimum academic requirement for this degree course is a 96 UCAS point score under the new UCAS tariff system for 2017 entry.

Other minimum requirements

Applicants will normally have achieved one of the following:

  • A minimum of 2 A Levels including two C grades
  • A BTEC Extended diploma grade MMM
  • A BTEC Diploma grade DD
  • A combination of BTEC and A-Level qualifications with at least two C graded A levels or Merit graded BTEC equivalents.
  • International Baccalaureate (minimum of 28 points)
  • 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.

Scholarships & Bursaries

A limited number of scholarships and bursaries are available for 2015. Visit the undergraduate scholarships and bursaries page for more information.

If you have any further questions regarding entry requirements, please contact us at admissions@ucfb.com.

Football is a multi-billion-pound global industry driven by the marketing of its products and events. The emergence of digital platforms has provided football organisations with the tools to reach a range of stakeholders on a local and global scale, with it coming a huge variety of professional roles within the game including marketing manager, football analyst, club welfare officer, commercial executive, CRM manager, partnerships executive and programme administrator. Graduates have the ability to rise to senior managerial roles due to the management aspect of the degree.

UCFB Student Profiles: BA (Hons) Football Business & Marketing 

Saad Wadia

Saad Wadia, BA (Hons) Football Business & Marketing

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