HA.E68 - Sports Economics*

Faculty
Troels Troelsen and invited guest lecturers from the sports industry.

Course Coordinator
Jan Mouritsen

As the course will be taught in English a good understanding of verbal and written English is a necessity. Basic understanding of managerial economics incl. cost theory, demand and market structure is essential

1. Sport business in context (3 lectures, 1 case leaning session).

The course gives an insight into the impact of sports activities (events, professional sports and fun sport) on society such as economics, health, branding, social capital and values.
The stakeholders in the sports industry, the peculiarities of sports as a product and as an industry.
Current sports economical challenges that face the global stakeholders today by conducting various models.

The impact of events on the society, mega sports events, application, cost benefit analysis et al.

2. Sports, finance and accounting (2 lectures, 1 case learning session)

Finance and accounting applied to managerial control of sport organizations. Different forms of ownership, financial analysis, facility financing, feasibility studies and the value of franchises and leagues

3. Sports marketing, partnering and branding (2 lectures, 1 case learning session).

A study of sponsoring and marketing theory applied to sports organizations. Sponsorships, sport consumer behavior, endorsement, marketing communications, price settings et al.

30 lessons comprising of:

A: 7 x lectures each 3 hours – one class independent of the number of students (usually 150+ students)

B: 3 x active learning each 3 hours, case solving and theory sessions. The cases originate from the international sports industry applying the theories. When the class is larger than 70 the class will be split up – but only for the active learning sessions. Normally there will be 3 such classes, A, B and C.

C: An optional field visit to study a sports event or an important sports match.

The course recommends active class participation in the lectures to optimize the outcome and require class participation in the 3 active case learning sessions including discussions and oral presentations by the students of specific models and articles in groups. For further info see study material. The 3 case solving sessions are evaluated by former students as an extraordinary efficient method to relate theory to the challenges in the specific industries.

After having completed the course the student should as personal competences in addition to the below listed overall learning objectives and goals to:

The sports industry has grown to one of the largest industries in the modern society. This sector is in many aspects different from other industries. The aim is to give the students and understanding of the individual interests and deliveries by the different independents but strongly networked stakeholders in relations to the impacts of sports on the society.

Requirements to receive the grade 12 in relation to the overall learning objectives and goals.

The Examination has to provide the documentation for the assessment and to uncover to which extends the student can fulfill the learning objectives of the course. The assessment is based on an overall evaluation of the students performance, which consider the extend of fulfilling the learning objectives and the number and the essence of the weaknesses.

The examination comprises of a written mini project in English. The title af the mini project must be approved by the lecturer well before hand in. Each student writes a home assignment (= mini-project) of 12 pages. The details on the mini project are stated in the study material. If the mini-project is handed in by 2 or 3 (max.) students together, each contribution must be individualized so the grading can be individually. The mini project counts for 100% of the final mark and there is no oral presentation or defense.
Students writing bachelor thesis in this course must also hand in a separate mini project.
Fall: Week 50 or 51 (for details se study material on SiteScape)

Exam aids: Exam is a written home project. Primary and secondary readings and curriculum, presentations from the lectures, further scientific papers and text books, electronic sources, media etc. are to be applied.

Students at the HA programme are able to write their bachelor project in connection with this course: Yes

Academic progression or integration in relation to mandatory BSc courses

This course builds on the foundation of the operations management and managerial science. The aim is to present and analyse models and theories that relate specifically to the sports industry.