Overview

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

Requisites

Prerequisites
MDA20011 Sports/Advertising/Media

Rule

50 credit points

Assumed Knowledge

Students should have a basic understanding of research and referencing practices in the field of Media Studies and/or Advertising

Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Teaching Period 2
Location
Online
Start and end dates
08-July-2024
06-October-2024
Last self-enrolment date
21-July-2024
Census date
02-August-2024
Last withdraw without fail date
23-August-2024
Results released date
29-October-2024
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024

Learning outcomes

Students who successfully complete this unit will be able to:

  • Identify how sport, advertising and media are central to an understanding of ourselves and the society of which we are a part
  • Demonstrate an understanding of the connections between professional sports organisations, social media and fan engagement
  • Critically analyse various social media platforms and campaigns utilised by sports organisations, teams and individual sports stars
  • Construct a social media sports campaign

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Online
Lecture
1.00 12 weeks 12
On-campus
Class
2.00 12 weeks 24
Specified Activities
Various
3.00 12 weeks 36
Unspecified Activities
Independent Learning
6.50 12 weeks 78
TOTAL150

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning
2.00 12 weeks 24
Specified Activities
Various
10.50 12 weeks 126
TOTAL150

Assessment

Type Task Weighting ULO's
AnalysisIndividual 20% 2,4 
AnalysisIndividual 40% 1,2,3 
Applied ProjectIndividual 40% 1,2,3,4 

Content

  • The Sport Media Nexus
  • Analysing Social Media Sports Campaigns
  • Gender, Race and Sport
  • Sports, Celebrity Athletes and Social Media
  • Sports Fans: Identities, Communities and Online Engagement
  • Merchandising
  • E-sports
  • Sports Campaigns
  • Sport and Technology
  • Sports Audiences
  • Developing a Social Media Sports Campaign

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.