Course Title: Understanding Sports Media

Part A: Course Overview

Course Title: Understanding Sports Media

Credit Points: 12


Course Code




Learning Mode

Teaching Period(s)


City Campus


335H Applied Communication


Sem 2 2006,
Sem 2 2007,
Sem 2 2008,
Sem 2 2009


City Campus


345H Media and Communication


Sem 2 2010,
Sem 2 2011,
Sem 2 2012,
Sem 2 2013,
Sem 2 2014

Course Coordinator: Mr Tito Ambyo

Course Coordinator Phone: +61 3 9925 3717

Course Coordinator Email:

Course Coordinator Location: 09.04.053

Course Coordinator Availability: By appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities


Course Description

Students will be introduced to the variety of sports media and to the issues and experiences within this important sector of the communications industry.

Objectives/Learning Outcomes/Capability Development

Students will develop an understanding of the importance of the media’s role and responsibility in modern sport and of the professional practices associated with sports journalism, marketing and PR.

On completion of this course you will be able to:

  • describe the professional practises of sports journalism.
  • critically analyse the role played by public relations practitioners and publicists who work with media to support the sometimes differing interests of sports management, regulators, clubs and individual sports people.
  • know the role that integrated marketing communication plays in sports sponsorship.
  • discuss the role the media plays in modern sport and the issues raised by it for the media and for society.

Overview of Learning Activities

The course will comprise a 90-minute lecture and a 90-minute tutorial each week. The course is interdisciplinary and will draw on the knowledge of lecturers in the school and guest lecturers from journalism, advertising and public relations, including experienced and high-profile sports media practitioners.

Overview of Learning Resources

There is no set text for this course, however you will be expected to read, watch and listen to sports reports and programs in newspapers and on radio and television. RMIT will provide you with resources and tools for learning in this course through our online systems.

Overview of Assessment

You will be assessed on how well you meet the course’s learning outcome. Assessment in this course will include a class presentation and written report and an essay. If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or the Disability Liaison Unit if you would like to find out more. An assessment charter summarises your responsibilities as an RMIT student as well as those of your teachers.Your course assessment conforms to RMIT assessment principles, regulations, policies and procedures which are described and referenced in a single document