Sport Public Relations

General Information

Public relations is a fundamental element of any sports communication and marketing strategy and can be an extremely cost-effective way for an organisation to enhance its image, service or product. As one specialist sports public relations agency suggests, "there aren't many venues that connect to your customer better than sports". Public relations is used in the sports industry to raise awareness, inform and educate, build trust, connect, give people a reason to support and create fan acceptance. By studying this subject, students will gain an understanding of how public relations should be applied to the modern business of sport. In this subject we will examine the nature of sports promotion within an increasingly varied market place. The relevance and difference of public relations in the marketing communications mix is covered with particular focus on both corporate and community public relations, sponsorship and celebrity endorsement. Throughout the subject concepts and principles will be examined using examples from the world of sport.

  • Academic unit: Faculty of Society & Design
    Subject code: PUBR13-314
    Subject title: Sport Public Relations
    Subject level: Undergraduate
    Semester/Year: September 2017
    Credit points: 10.000
  • Timetable: https://bond.edu.au/timetable
    Delivery mode: Standard
    Workload items:
    • Lecture: x12 (Total hours: 24) - Weekly Lecture
    • Tutorial: x12 (Total hours: 12) - Weekly Tutorial
    • Personal Study Hours: x12 (Total hours: 84) - Recommended Study Hours
    Attendance and learning activities: Punctual and prepared attendance at ALL class sessions is expected. Groups find it very difficult to function when members are absent from a class session in which relevant issues are discussed and/or time for group work is allowed. Sign-in sheets will be circulated at each class session - if you are here, it is your responsibility to sign-in. Prepared attendance, that is having all assigned readings completed before each weekly lecture, is necessary for understanding lecture material, participating in group activities and peer marking. Please note the time requirements for a project briefing which will form the basis of the group campaign project. This may occur on a Friday or Saturday and if so, will be in lieu of equivalent lecture/tutorial time.
  • Prescribed resources:

    Books

    • Jacquie L'Etang (2013). Sports Public Relations. n/a, SAGE Publications Limited
    • Andrew C. Billings,Michael L. Butterworth,Paul D. Turman (2017). Communication and Sport. 3rd, Sage Publications, Incorporated 384
    After enrolment, students can check the Books and Tools area in iLearn for the full Resource List.
    iLearn@Bond & Email: iLearn@Bond 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 www.bond.edu.au
Academic unit: Faculty of Society & Design
Subject code: PUBR13-314
Subject title: Sport Public Relations
Subject level: Undergraduate
Semester/Year: September 2017
Credit points: 10.000

Enrolment requirements

Requisites:

Nil
Assumed knowledge:

Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.

Restrictions:

Nil

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. Demonstrate understanding of the key roles and responsibilities of sport public relations.
  2. Critically analyse and assess strategies currently used in the profession.
  3. Apply theory and practical skills to address sport public relations challenges.
  4. Demonstrate a flexible approach to sport public relations situations.
  5. Design, plan, and present strategic sport public relations programs.
  6. Produce written sport public relations materials.

Generative Artificial Intelligence in Assessment

The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.

  • Type Task % Timing* Outcomes assessed
    Paper-based Examination (Closed) Exam 30.00% Final Examination Period 1,3,5,6
    Essay Sports news stories/media releases (individual) 20.00% Week 6 3,4,6
    Project Plan§ Communication plan - presentation and written submission (group) 30.00% Week 11 2,3,5
    *Class Participation Participating in tutorial exercises and discussion board (individual) 20.00% Ongoing 1,2,4
    • § 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.

Type Task % Timing* Outcomes assessed
Paper-based Examination (Closed) Exam 30.00% Final Examination Period 1,3,5,6
Essay Sports news stories/media releases (individual) 20.00% Week 6 3,4,6
Project Plan§ Communication plan - presentation and written submission (group) 30.00% Week 11 2,3,5
*Class Participation Participating in tutorial exercises and discussion board (individual) 20.00% Ongoing 1,2,4
  • § 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.

Study Information

Submission procedures

Students must check the iLearn@Bond 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.

Academic Integrity

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.

Accessibility and Inclusion 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

Subject curriculum

Approved on: Jul 31, 2017. Edition: 1.1
Last updated: Oct 10, 2022