SPORTS MANAGEMENT

CORE SUBJECTS

Sports Marketing

This module will provide the students with a thorough knowledge of the processes and principles, both applied and theoretical in sports marketing. In addition students will learn the various internal and external factors that are affecting this discipline. Students will gain an up-to-date understanding of the marketing concepts that are utilised in the various sports marketing frameworks. Domains of inquiry under review will encompass variously the strategic marketing within the athletic footwear, apparel, equipment industries, team and individual sports sectors, sports facilities ranging from private gyms to large scale Olympic stadiums. Students will also learn the different customer service, advertising, sales and sports marketing techniques in order for the organisation to strengthen its presence in the highly competitive marketplace.

The principal objectives of the course are the following:

• Apply the key marketing concepts, strategies and the theoretical foundations in the field of sports marketing
• Being able to understand the necessary marketing research and understand what drives the customer in order to create a marketing plan that will be beneficial to the organisation
• Understand, know how to apply, differentiate the various concepts of sports marketing, sponsorship, promotion and licensing
• Identify the different internal as well as external factors that are affecting the sports marketing using SWOT analysis, the Boston matrix, Ansoff’s matrix, Balanced score card etc.

Sports Management

This module provides a sophisticated understanding of the overarching themes and principles regarding the strategic management of products, services and/or key personnel within the sports industry. Topics such as how to lead competitive teams/clubs, what to do in complex rivalry settings defined by uncertainty and chance in terms of risk management regarding sports branding decisions, when to make new investments in terms of facilities and human development, where to establish new sports venues and capitalise on fresh opportunities as well as how to develop the existing facilities and structures will be under review. The course will emphasise the evolutionary trends guiding the direction of the global sports industry and how it is moving towards a mode of operation defined by event management.

The principal objectives of the course are the following:

• • Gain awareness of the strategic management process in the sports industry to enhance competitive advantage
• • Use the appropriate research techniques in order to assess the industry’s current and future trends and innovations and forecast how these factors influence the opportunities available to the organisation
• • Understand the sports management role and the various obligations that this role requires and how to apply this to the different sports-related organisational settings
• • Identify the ethical obligations and social responsibilities required in sports management in order to reach a holistic perspective that maximises the positive perceptions of fans/customers regarding the sports product or service in question