Sports marketing and media

lephy2142  2025-2026  Louvain-la-Neuve

Sports marketing and media
The version you’re consulting is not final. This course description may change. The final version will be published on 1st June.
3.00 credits
22.5 h + 15.0 h
Q2
Language
French
Main themes
  • Foundations of traditional and digital marketing applied to sport
  • Strategic marketing planning
  • Sponsorship for sports organisations
  • Sport entertainment and the impact of the media
  • The use of social networks and new technologies (e.g. virtual reality) in marketing and fan engagement
  • Public relations
  • Consumer characteristics in the sports industry
  • The marketing mix and market segmentation in the sports industry
  • Sports productsSports products
  • Banding (individual athletes and sports teams) and the sports industry
  • Influencers in the sports industry
  • Promotion and advertising
Learning outcomes

At the end of this learning unit, the student is able to :

  • Explain and apply key marketing concepts and theories to the sports industry (1.1, 1.2, 1.5 , 4.1, 7.2 , 7.3)
  • Explain, apply and critically evaluate basic communication concepts and techniques in sport (1.1., 1.2, 1.5 , 4.1 , 7.2 , 7.3)
  • Explain the role and process of marketing in a complex and varied environment (1.1, 1.2, 1.5 , 4.1 , 7.2 , 7.3)
  • Explain the marketing mix and the role of effective segmentation, targeting and positioning in building strong consumer and fan relationships and brand recognition (1.1, 1.2, 1.5 , 4.1, 7.2 , 7.3)
  • Explain changes in consumer and buyer behaviour related to traditional, digital and integrated marketing strategies (1.1, 1.2, 1.5 , 4.1, 7.2 , 7.3)
  • Assess how sports organisations use social media platforms as marketing strategies (1.1, 1.2, 1.5, 4.1, 7.2, 7.3)
  • Analyse the role of sports organisations' digital communities and social media (1.1, 1.2, 1.5 , 4.1 , 7.2, 7.3)
 
Other information
This course is strictly reserved for FSM students. It is not open to other UCLouvain students.
Faculty or entity
> FSM


Programmes / formations proposant cette unité d'enseignement (UE)

Title of the programme
Sigle
Credits
Prerequisites
Learning outcomes
Master [120] in Motor Skills: Physical Education
EDPH2M
3