13703 Digital Business Level 4 Module Handbook 2025/26 | LB
Introduction from the Module Leader
From e-commerce to the blockchain this module provides an overview of digital business strategies and their applications in the sports industry. Students will learn about the impact of digital technologies on sports business, such as e-commerce, automated processes, digital transformations, the role of big data and importance of analytics to inform decision-making. The module will also explore the challenges and opportunities associated with digital business in sport.
Module Learning Outcomes
1. Understand the key concepts and theories related to digital business in sport.
2. Understand the impact of digital technologies on sports business.
3. Evaluate the effectiveness of digital business strategies in sports organizations.
4. Develop strategies for using digital technologies to improve sports business performance.
5. Understand the ethical considerations and challenges associated with digital business in sport.
Module Learning Activities
Students are expected to contribute to seminars through engaging in weekly readings and case studies. Be self-motivated to work on independent research tasks and engage in online discussion boards, producing ‘real-world’ research examples and links to evidence informed management techniques. Engage in various resources including web links, databases, blogs, discussion forums and reports and documentaries to support their learning and to enable greater applicability to real life scenarios. Students will engage in experiential learning with real world authentic case studies for students to work on, drawing from but not limited to:
- Digital transformation and its impact on businesses o E-commerce platforms and payment systems o Online advertising and search engine optimisation o Digital business models and innovation
- Strategies for fostering innovation in digital businesses o Risks and ethical considerations in digital business o Big Data
- analytics and business intelligence o Customer relationship management (CRM) systems o Supply chain management and logistics o The future of Digital Business on sport
Weekly Schedule
Semester 2 – Subject to Change
| Wk | Lecture | Seminar | Independent reading (see reading list) | |
| 1 | Ctrl+Alt+Sport: The Digital Reset Module introduction and overview of the digital sports landscape (JM and DS) |
• Digital context
• Map 20 years of digital evolution in sport media and fan engagement.
• Group visual timeline exercise: key tech shifts shaping fan and business experiences. |
• Hutchins, B. & Rowe, D. (2013) Sport Beyond Television: The Internet, Digital Media and the Rise of Networked Media Sport. Routledge
• Nielsen (2024) Digital Trends in Global Sport Report. |
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| 2 |
Me, My Feed and the Game: My experiences and those of the Digital Sport Consumer (DS) |
• Discuss and trace the contemporary fan journey: from discovery to loyalty using sport spectators customer experiences (SSCX)
• Start to analyse examples using customer journey mapping tools. Explore Reference packs of best practice case studies, adding to the varied sources. |
• Glebova, E. and Desbordes, M., (2021). Identifying the role of digital technologies in sport spectators customer experiences through qualitative approach. Athens Journal of Sports, 8(2), pp.141-160. | |
| 3 |
From Likes to Lucre (Profit): The commercialisation of attention (DS) |
• Explore monetisation models: streaming, microtransactions, and digital sponsorships. • Web content analysis activity based on these best practice cases. And discussion of comparative practice with list of approaches to take. |
• Mahajan, K., Pal, A. and Desai, A., 2023. Revolutionizing fan engagement: adopting trends and technologies in the vibrant Indian sports landscape. International Journal of Management, 1(2), pp.122-141.
• Julia Caulfield & Ashish Kumar Jha (2022) Stadiums and Digitalization: An Exploratory Study of Digitalization in Sports Stadiums, Journal of Decision Systems, 31:sup1, 331-340, DOI: 10.1080/12460125.2022.2073629
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| 4 |
Code and Culture: Digital Transformation in Sport: Digital Transformations (DS)
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• Discuss case studies of sport organisations undergoing digital change
• look at best practice case studies and come up with best practice approaches – common and thematic |
Santomier, J. (2024). Digital Transformation: The Global Sport Industry. Elsevier. https://doi:10.1016/B978-0-443-13701- 3.00209-7 • Wang, Y., 2024. The impact of digital transformation in the sports industry. AEMPS, 77, pp.1-6. https://doi:10.54254/27541169/77/20241821 • Engage with: 20 sports tech ideas to invest in now Class of 2024 https://www.sportspro.com/insights/features/sports-technologyinvestment-2024-list-startups-apps-runna-cogny-sportsbox-ai/ |
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| 5 |
Plugged In: AI, Automation & the Augmented Fan (DS) |
• Explore AI applications in sport marketing (personalisation, predictive analytics, chatbot engagement).
• In class exercise: In reviewing the article consider: strategies for AI in Sport Venues – reflect on pros and cons of these from your own experiences and or discussions. |
• In class exercise: In reviewing the article consider: strategies for AI in Sport Venues – reflect on pros and cons of these from your own experiences and or discussions. | |
| 6 | Enrichment Week: Optional Drop-In Assessment Support |
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| 7 |
Guest webinar: “Innovation in Global Sport Tech”
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• Writing retreat within the lecture and seminars – pomodoro approach – assessment support |
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| 8 |
Market Channel Effectiveness Part One: Click Paths and Conversions (DS) |
• Compare digital marketing channels for sport (social, programmatic, affiliate, content). • Assess performance using campaign data |
• Jinga, G., 2024. Sports marketing and management: strategies for success in the digital age. Revista de Management Comparat Internațional, 25(3), pp.586-594. DOI: https://10.24818/RMCI.2024.3.586 | |
| 9 |
Market Channel Effectiveness Part Two: Optimising Reach & ROI (DS) |
Criticallyevaluate success metrics and attribution models. • Group challenge: look at Last Click, First Click, Linear, Time Decay, U Shape etc models and how applied to sport industry – which is best – articulate pros and cons in class activity • Debate the best approach – and prizes to be won |
• Reynolds, A. 2025. Sport and the Media – UK – 2025. Mintel. Go to Mintel Databases through Leeds Beckett Library. | |
| 10 |
Data, Decisions & Dashboards: Fireside Analytics Chat (JM & DS) |
• Deciphering the chat – key themes • Mind mapping – application of these to assessment …. • How can this be applied to industry |
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PricewaterhouseCoopers. 2024. PwC sports industry outlook 2024: Sports Industry: On track for growth? Available from. www.pwc.com |
| 11 |
Future-Proofing Sport: What’s Next in Digital Business (JM & DS) |
• Polylogues and plausible futures debate – using data base of plausible considerations |
Ormerod, N., Isaac, S., Wood, E.H., Calver, J., Musgrave, J.,
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| 12 | Integrated Assessment Week – Final briefing | Changing timetable due to integrated assessment |
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Module delivery is supported by additional teaching informed contact. For this module, this is a combination of experiential learning related to the assessment/combination of master classes outside of timetables that support in class content.
Assessment Assessment Summary
Assessment 1
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Assessment Method: |
Report (50%) (Group) | Re-assessment Method: | Report (50%) Individual |
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Exam Length/Word Count |
2,000-words |
Exam Length/Word Count |
2,000-words |
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Assessment Date and Time: |
13/03/26 (Midday) |
Re-assessment Date and Time: |
29/06/2026 (Midday) |
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Feedback Method: |
Written | Feedback Method: | Written |
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Feedback Date: |
10/04/2026 | Feedback Date: | 27/07/26 |
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Learning Outcomes Assessed: |
1,2,3,4 |
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Assessment 2
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Assessment Method: |
Live Presentation (50%) (Group) |
Re-assessment Method: |
Presentation (50%) Prerecorded individual |
| Exam Length: |
15 minutes + 5 min (Q&A) |
Exam Length: | 15 minutes |
| Assessment Date and Time: | w/c 27/04/2026 |
Re-assessment Date and Time: |
29/06/2026 (Midday) |
| Feedback Method: | Written | Feedback Method: | Written |
| Feedback Date: | w/c 25/05/2026 |
Feedback Date: |
27/07/26 |
| Learning Outcomes Assessed: | 1, 2, 3,4 |
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For written assessments, please refer to the information below. For other types of assessments, such as practical assessments, presentations and (timed) online assessments/exams, students with declared disabilities or reasonable adjustment plans will receive the necessary adjustments as detailed by the disability support team. If you do not have such adjustments and are unable to complete the assessment as scheduled, you must submit a mitigation application with evidence explaining your inability to undertake the assessment.
Your assessment deadline is set, shown in the Assessment Date and Time section(s) above. We recognise some students may need more time due to self-certifiable illness, specific learning disabilities or other extenuating circumstances. Therefore, if you require up to 5 further working days to submit your work, you may hand in 5 working days after the Assessment Date and Time section(s) above. There will be no late penalties applied to submissions to this box. Your Academic Advisor will be made aware when you have submitted in this box so that they can discuss with the reasons with you, where necessary.
Students who have a declared disability and/or a Reasonable Adjustment Plan may hand in by 10 working days after the Assessment Date and Time section(s) above to allow further flexibility. Students who have an authorised additional extension may also use this box. If you do not fall into any of the above categories and submit via this box, you will incur late penalties. If you are unsure whether you are entitled to further flexibility due to a declared disability or Reasonable Adjustment Plan, please seek advice from our disability support team.
Please note that if you request an extension on any of your submissions, the last date you can hand in to be considered for the June Examination Boards (and for eligibility to attend graduation for level 6) is 19th May 2025. You may hand in after this date (if your extension/mitigation allows), however your marks will be presented to the reassessment examination Boards in July.
Assessment Details
Assessment One (50%):
Digital Strategy Report (2,000 words)
Drawing from in-class activities, and working in groups, you are required to produce a Digital Strategy Report: formal document that explores the evolving digital landscape of sport. Your report should apply insights from a range of industry and academic examples and present a clear set of recommendations demonstrating best practice in digital sport business.
The report must combine academic theory, industry insight, imagery, and practical application, reflecting how digital agencies and sport organisations present strategic thinking in real-world settings