MSc Football Communications and Digital Marketing

This degree is available at UCFB Wembley, London, which the iconic Wembley Stadium at the heart of its campus. What could be more motivating for a future career in the sports industry than walking into the most famous stadium in the world? Our UCFB Wembley campus enjoys excellent facilities with lecture theatres, seminar rooms, quiet study areas, library and media suites.

Wembley Stadium

Arch View House

This module will explore the importance, variation and motivation which influence football consumer behaviours. You will identify key factors which explore the changing nature of football consumer typologies, including the globalisation of fan engagement and the importance of customer relationship management and data analytics. This module explores and analyses the dynamic nature of football fan
engagement and the online and offline tools being used to capture existing and new fans. Finally, the module examines the metrics and insights required to drive the business of football consumption.

As society becomes increasingly familiar with digital technology, digital marketing can no longer be considered an add-on to existing strategies. Instead, football organisations must now move towards a ‘digital-first’ approach in order to remain competitive and engage fans. Fortunately for marketers, the opportunities are everywhere. The world’s first computers filled entire rooms, with only a few basic
functions. Now, with each passing year, we have exponentially more powerful computers on our desks, in our pockets and on our wrists. We now have 24/7 access to a million digital doorways, each of them teeming with data for us to consume – and all marketers need are the keys.

Within this module, you will be encouraged to critically evaluate the place of traditional marketing theories in an increasingly digital world. Are these theories still fit for purpose or must marketers find new ways to understand and engage with their customers? You will also have the opportunity to engage with relevant
industry technologies in order to research, analyse and execute an effective digital marketing portfolio to drive fan engagement and achieve football orientated business goals.

This module will examine the key roles and responsibilities of sports journalists while developing the knowledge and practical skills required to work within an ever expanding and developing industry. It will prepare students to explore the potential of multi-platform news within a legal and ethical framework while examining the role and impact of sports journalism in society. You will be able to create content for a number of different platforms to share with key stakeholders and are encouraged to showcase your work in an in-house publication.

Leadership is a fundamental element of both sport and business operating in a dynamic global arena. On this module you will review and conceptualise different approaches to leadership from both an applied and theoretical perspective to allow you to analyse critical incidents in order to judge organisational leadership performance. You will be able to apply leadership theory to examples from industry professionals who have experience of leading teams in a sporting setting. Cross-cultural leadership underpins many of the behaviours and skills discussed within the leadership framework, alongside diversity and inclusion, strategic leadership, communication and reflection. The module allows you to take responsibility for your own leadership development and effectiveness through the development of an e-portfolio and skills audit, alongside exposure to sports leaders from the global network of partners contributing to the live case studies.

This module will advance your research and critical thinking skills, and support you in applying these to the sport industry and its associated workplace environments. This module aims to prepare you for research, reflective, and evidence-based development, important for your future career and higher study where applicable. The undertaking of an applied project will give you the opportunity to develop your problem-solving skills regarding topical issues in your area of interest, whilst also allowing you to evidence your academic ability and knowledge. By completing this project and consulting with your tutor, you will establish expertise in an applied area of interest, aiming to have real impact on the relevant industry.

This module will give you a live insight into sport business issues. You will gain a thorough practice-based understanding of project design, conduct and action. As a result, you will be able to design and manage an applied project, and show potential to contribute to academic knowledge and industry practice – making
you highly desirable for potential employers.

Working in the global sports business as a manager, you will be called upon to work on new projects and within new or existing project teams, where some of the team may be based in other countries. This will test your ability as a manager and your team-working skills. You will be asked to work in a group and be given a consultancy project by a sporting organisation. Assigning roles to each team member, you will have to carry our research in order to investigate the current situation that the company finds itself in, and find the data that you need to inform your report. You will need to demonstrate a critical awareness of the current issues that face the sports organisation. You will then analyse this data and make your recommendations to the organisation.

Faced with a rapidly changing marketplace, you will learn how to manage customer relationships using a range of techniques and identify the information needed to develop a customer-focused approach to the management of sports fans. It is important to understand how to manage relationships with current
customers, lapsed and potential. You will learn how to identify patterns of consumption and how CRM supports the overall strategic planning of a sporting organisation. The importance of pricing, social media and communicating with customers will be covered and how these are important in developing the CRM plan.

• Undergraduate degree - minimum 2:2 (ideally a 2:1) or international equivalent
• Applicants with a 2:2 should have some experience of studying or working in business or sports related areas.
• English language qualifications: Applicants from non-majority English speaking countries will be asked for an English qualification which tests Speaking, Listening, Reading and Writing and will be asked to achieve an overall IELTS score of 6.5 (minimum of 6.0 in each section) or recognised equivalent.

Offers to applicants currently studying an undergraduate degree will be conditional on them going on to achieve the entry requirements on completion of their degree.

Applications that do not meet the standard entry requirements but demonstrate relevant education and/or work and/or life experience in the course subject area are welcomed.

Eligibility will be assessed on the basis of the information provided in the application – in particular the personal statement.

To apply for this degree, please click here and follow the instructions to complete your application via our Learner Portal.

• Application form
• Evidence of highest academic and/or professional qualifications
• Evidence of relevant experience, where required
• 500 word personal statement

Applications made through the flexible entry route may require a course leader review. The course leader will determine whether a professional reference or task is required.

These discounts are open to any UCFB, Buckinghamshire New University and University of East London graduate who has received and accepted an offer to study at postgraduate level with UCFB.

• 15% fee tuition discount on all Postgraduate courses
• 15% fee tuition discount on MSc Sports Directorship and CEO of a Sports Organisation

We're pleased to offer all UCFB and GIS business partners 15% fee tuition discount on all Undergraduate, Postgraduate courses.

For part-time courses the tuition fee will be split accordingly per year i.e 75 credits in year 1 and 105 credits in year 2 (for a two year programme) as per below table.

*International students require a visa to study on campus

In some instances, optional activities provided by UCFB may carry an additional cost for participants (e.g. qualifications with external certification such as FA Coaching Badges). Any additional costs will be provided to students in advance of any such sessions running.