Course content
The aim of this course is to provide an understanding of management and marketing issues in the context of sport. Sport has turned from being a movement driven by amateur ideals to a highly commercialised industry.
The transformation is mainly due to globalised broadcasting through initially flow TV but also numerous streaming services resulting in commercialisation. Therefore the management of sport organisations today resembles traditional business management to a high extent. However, there are many differences in the principles of management and marketing as well, which will be discussed during the course.
The knowledge in this course can be used by students that find a future interest in the context of sport. That could be e.g. in a marketing role of traditional industries doing marketing through sports, or as marketers in sport organisations, or in managerial roles in sport and event organisations. Please note that the course will be weighted towards team sports, and examples from the football (soccer) industry will be used more frequently. This is due to the fact that football is the most studied sport in the academic literature on sport management.
Main topics to be covered in the course include:
- The globalisation and commercialisation of sport
- Sport Governance
- Stakeholder management
- Sponsorships - marketing through sport
- Event management and marketing of sport
- Fan motives and behaviour
See course description in course catalogue