Page 22 - MSAL 2023/2024

Course Code VQB7004
Course Title SPORTS MEDIA AND COMMUNICATION

Credit 3
Course Learning At the end of the course, students are able to:
Outcomes
1. Analyse the role of communication, media and media relations
for an organisation to succeed in the sport industry
2. Prepare a written, verbal and digital crisis communication plan
for a sport organisation
3. Evaluate a public relations plan for a sport organisation
Synopsis The theories and different concepts of media, media relations and
public relations will be well discussed in the sport context. Roles
and responsibilities of media director and communication manager
of sport organisations will also be elaborated and discussed.
Students will learn to prepare a crisis communication plan and draft
public relations strategies for a sport organisation
Main Reference 1) Schulz & Arke (2016). Sports Media Reporting, Producing,
and Planning. Focal Press. Oxford
2) Hutchins & Rowe (2013). Sport Beyond Television: The
Internet, Digital Media and the Rise of Networked Media
Sport, Routledge
3) Billings, A. C., Butterworth, M. L., & Turman, P. D. (2018).
Communication and sport: Surveying the field. Sage
Publications
4) Rentner, T. L., & Burns, D. P. (2018). Case Studies in
Sport Communication: You Make the Call. Routledge
5) Stoldt et.al. (2012). Sport Public Relations. Human
Kinetics, Champaign. III
Assessment Weightage Continuous Assessment: 60%
Final Examination: 40%

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