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BCDP02-019: Sport Communication September 2019 [Standard]

General information

This subject introduces students to the practice of managing the distribution of information between a sport organisation and its stakeholders. It is designed to enhance understanding, evaluation, management and communication of a broad range of information for a variety of purposes and audiences. Students will learn to write news stories and press releases, coordinate press conferences and develop an effective social media presence. They will also gain experience in writing policy and governance documents for the internal management and resourcing of community sport clubs, grant applications and other fund-raising activities and other information management duties related to the operation and public perception of sport organisations. The importance of sport broadcasting and attracting audiences, sponsors, and fans will be reinforced through case studies and examining real-world scenarios.


Academic unit:Bond Business School
Subject code:BCDP02-019
Subject title:Sport Information
Subject level:Undergraduate
Semester/Year:September 2019
Credit points:10

Delivery & attendance

Delivery mode:


Workload items:
  • Lecture: x12 (Total hours: 24) - Weekly Lecture
  • Workshop: x12 (Total hours: 24) - Weekly Workshop
  • Tutorial: x12 (Total hours: 12) - Weekly Revision Class held by Bond University College
  • Personal Study Hours: x12 (Total hours: 60) - Recommended Study Hours
Attendance and learning activities: Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible.


Prescribed resources:
  • Beech, J & Chadwick, S (2013). The Business of Sport Management. Essex: Pearson Education
After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
[email protected] & Email:[email protected] is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student.

To access these services, log on to the Student Portal from the Bond University website as

Enrolment requirements

Requisites: ?


Restrictions: ? This subject is not available to
  • Study Abroad Students

Must be admitted into a Bond College Diploma Program.

This subject is not available as a general elective. To be eligible for enrolment, the subject must be specified in the students’ program structure.

Assurance of learning

Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.

At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.

Program Learning Outcomes (PLOs)

Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.

Find your program

Subject Learning Outcomes (SLOs)

On successful completion of this subject the learner will be able to:
  1. Explain the role of sport communication in the management of sport.
  2. Identify the types of information required by stakeholders and the concomitant appropriate communication
  3. Describe the production process for the appropriate media content in sport communication.
  4. Apply an understanding of the complex reporting mechanisms and information dissemination processes required in sport to address a real problem for a sport organisation.
  5. Deliver a logically constructed persuasive presentation using appropriate visual aids.
  6. Articulate ideas, decisions, recommendations and other information in a clear, concise writing style tailored to a given audience.
  7. Work effectively with others to complete a group project.


Assessment details

TypeTask%Timing*Outcomes assessed
Creative Piece Create a sport blog commenting on your own and in-class topics. 30% Progressive 1, 2, 4.
Project Report § Sporting Club Project - assist a local sport club in preparing documents associated with governance, social media and marketing 25% Week 10 1, 2, 3, 4, 5, 6.
Oral Presentation § Present the Sporting Club project in class, highlighting the pieces of work you completed for the sports club. 10% Week 10 1, 2, 3, 4, 7.
Computer-Aided Examination (Closed) Comprehensive final examination 35% Final Examination Period 1, 2, 3, 4.
  • § Indicates group/teamwork-based assessment
  • * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
  • C = Students must reach a level of competency to successfully complete this assessment.

Assessment criteria

High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking.
Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas.
Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above.
Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment.
Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines.

Quality assurance

For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Study information

Submission procedures

Students must check the [email protected] subject site for detailed assessment information and submission procedures.

Policy on late submission and extensions

A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.

Policy on plagiarism

University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.

Bond University utilises Originality Reporting software to inform academic integrity.

Feedback on assessment

Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.

Disability support

If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.

Additional subject information

As part of the requirements for Business School quality accreditation, the Bond Business School employs an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.

Subject curriculum

Discuss the various components of sport ‘information’ managers are required to prepare. This includes media, governance and communication documents.

Examine sport stories – TV, images, newspaper, internet. Explore the content, the aim, the audience. Examine writing style and purpose.

A brief examination of the role of social media in sport. Learn how to create news stories, control athlete social media behaviour and create a positive social media presence in the community.

Identify all the governance information required by sport clubs and organisations. Develop firsthand experience of creating documents and writing for a variety of audiences such as government, grant writing, parents, sponsors etc.

Gain an understanding of the role and creation of sport media releases, press conferences and handling the media. Case studies to examine the good, the bad and the ugly side of sport and the media.

Examine the importance of sport broadcasting, attracting audiences, sponsors and fans. Discuss case studies and real-life issues.

Discuss the documents and communication needed by local sport clubs to be successful. Identify resources to help sport managers with governance, regulation and management of their sport club.

Approved on: Jun 28, 2019. Edition: 3.1