Sports/Advertising/Media
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
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
08-June-2025
02-November-2025
08-February-2026
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 |
| TOTAL | 150 |
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 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Analysis | Individual | 20% | 2,4 |
| Analysis | Individual | 40% | 1,2,3 |
| Applied Project | Individual | 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.