MDA20011 12.5 Credit Points Available to incoming Study Abroad and Exchange students


  • 1 Semester or equivalent

Contact hours

  • 36 Hours

On-campus unit delivery combines face-to-face and digital learning.

2022 teaching periods

Swinburne Online

Teaching Period 2

11 Jul 22 - 9 Oct 22

1 Nov 22

Last self enrolment:
24 Jul 22

5 Aug 22

Last withdraw without fail:
26 Aug 22

More teaching periods

Higher Ed. Semester 2

1 Aug 22 - 30 Oct 22

6 Dec 22

Last self enrolment:
14 Aug 22

31 Aug 22

Last withdraw without fail:
16 Sep 22


50 Credit Points 

Aims and objectives

This unit explores the nexus between sports, advertising and media. Students will gain an understanding of how sport and advertising function, how they operate in the broader context of television and social media, and the ways in which they impact on ideas of race, nation, audience and merchandising. Students will investigate how social media enables fan engagement with sporting organisations, sports stars and each other, and the implications of this engagement for advertising and sponsorship. The unit will also equip students with the tools necessary to analyse and create a social media sports campaign.

Students who successfully complete this unit will be able to:
1. Identify how sport, advertising and media are central to an understanding of ourselves and the society of which we are a part;
2. Demonstrate an understanding of the connections between professional sports organisations, social media and fan engagement;
3. Critically analyse various social media platforms and campaigns utilised by sports organisations, teams and individual sports stars;
4. Construct a social media sports campaign.

Courses with unit

BA-MCNM/BA-MCMNS (Bachelor of Media and Communication Oncampus and SOL - Social Media Major/Advertising Major, Elective);
BA-MCMPRO (Bachelor of Media and Communication Professional Degree - Social Media Major/Advertising Major/Elective)
BA-ARTS3 (Bachelor of Arts Social Media Major/Advertising Major/Elective)
BA-ARTSPROF (Bachelor of Arts Professional Degree Social Media Major/Advertising Major/Elective)
BB-MCNMBUS (Bachelor of Media and Communication/Bachelor of Business (Social Science Major/Advertising Major/Elective)