20552 - SPORTS BUSINESS AND MANAGEMENT
Course taught in English
Go to class group/s: 31
Synchronous Blended: Lezioni erogate in modalità sincrona in aula (max 1 ora per credito online sincrona)
The course is dedicated to the analysis of management issues and value creation mechanisms in the sport industry. Most popular sports and sport events have, without doubt, sociological implications and economic importance in direct and indirect effects that are undeniably complex to investigate. The 2022 turnovers of the following Leagues can explain the relevance of sport business worldwide. The total turnover of the National Football League (NFL) was $18.6 bn, in the Major League Baseball (MLB) it was 10.32 bn, in the National Basketball Association (NBA) it was 10.02 bn, in the Premier League the turnover was 6.44 bn and in LaLiga it was 3.28 bn. Sport organizations - mainly Federations, Leagues and Clubs - must be able to influence and address the evolution of the world of sport and demonstrate that they know how to leverage and balance the economic, sporting and cultural dimensions. High-profile competitive sport and sport events furthermore require systems, facilities and infrastructures that consequently make the specific public policies and managerial practices essential. For all these reasons, the sport industry deals with different types of managerial and leadership skills that determine the uniqueness of the industry and as a consequence the agenda of the strategic issues. The course objective is to combine a genuine passion for sports, seen and practiced, with solid managerial skills that will help you approaching the labor market of the sport.
The key topics of the course are:
- Introduction: What is sport business and management about?
- Business models in Sport: the North American vs International Model
- Assets and Outcomes of Sports Organizations
- Sports Business Economics
- Stakeholders’ Management in Sport
- Athletes Management, Youth Sectors and Sports Infrastructures
- Internationalization of a Sport Brand and Organizational Models in Sport
- Strategic Planning and Governance in Sport
- How to measure performances in football
- Financial measures and indicators for football clubs
- Recognize the specific managerial features of the sport industry, regarding multiple areas such as strategy, organization, leadership, accounting and finance
- Identify and evaluate the main topics, trends and challenges that nowadays affect the sport industry at an international level
- Compare business models in Sport (such as North American and International Model)
- Develop sport values that will enhance their opportunities for further studies, life-long learning and employment
- Apply in the sport entities theories, concepts, frameworks, methods and instruments regarding the business and the management of sports
- Combine multiple key managerial issues (such as strategy, organization, leadership, accounting and finance) in a specific and unique industry
- Face problems and questions related to managerial issues of a sport entity, such as organizational aspects, stakeholders’ management or investment decisions
- Operate effectively in sports business environments whilst aware of the moral and ethical considerations affecting sports management and management of people and services
- Face-to-face lectures
- Guest speaker's talks (in class or in distance)
- Company visits
- Exercises (exercises, database, software etc.)
- Case studies /Incidents (traditional, online)
- Group assignments
- Interactive class activities on campus/online (role playing, business game, simulation, online forum, instant polls)
The teaching method is built around an intensive mixture of lectures, speakers, visits, group works, class participation, videos, readings and case studies.
- Students are supposed to prepare case studies before class in order to take full advantage of the in-class learning experience and participate pro-actively in the discussions. Case studies are distributed in digital copy on the Bboard platform and are discussed either individually or as group exercise. The case studies of the course are selected in order to provide the students with effective insights in the learning process of applying theoretical concepts to real situations. Furthermore, students can improve their communication and interpersonal skills during the activities related to the in-class discussions.
- The know-how of sports systems is a natural consequence of daily activities and strategic decisions of market leaders and key global players. This is the main added value of having high-level access to professionals within the sports business, ones that students have the chance to meet both during speakers’ in-class sessions and on field visits.
- The professors integrate speakers’ contribution with lectures in order to guarantee high standards for the students’ learning experience.
- Finally, for group case discussions and group Final Project preparation, students work as team members in analyzing problems, discussing potential solutions and preparing and presenting reports, developing soft skills that are nowadays essential in any work environment, especially in the sports industry.
With the purpose of measuring the acquisition of the above-mentioned learning outcomes, the student's assessment is based on two main components:
- 50% of the grade: written exam based on multiple choice questions (no penalties for mistakes), which aims to assess the student’s learning level of the theoretical models, concepts, methods and tools shared during the lectures;
- 50% of the grade: group Final Project.
Only students who have prepared the Final Project are considered as attending. Furthermore, if an attending student does not take the exam in May or June, the grade of the Final Project is lost.
Once a student passes the exam, the grade has to be accepted.
100% of the grade: written exam based on multiple choice questions (no penalties for mistakes), which aims to assess the student’s learning level of the theoretical models and the main concepts shared in the books, as well as well the student’s ability to apply the theory to real cases.
Once a student passes the exam, the grade has to be accepted.
- Case studies, slides and videos (professors’ and speakers’), papers, reports, academic papers uploaded on Blackboard
- P. GUENZI, D. RUTA, Leading Teams: Tools and Techniques for Successful Team Leadership from the Sports, 2013, 1st ed., Jossey-Bass - chapters 3, 4, 5, 6
- R. HOYE, A. SMITH, M. NICHOLSON, et al., Sport Management: principles and applications, Routledge, 2022 - chapters 1, 4, 5, 7, 8, 9, 10, 11, 13
- P. GUENZI, D. RUTA, Leading Teams: Tools and Techniques for Successful Team Leadership from the Sports World, 2013, 1st ed., Jossey-Bass - chapters 3, 4, 5, 6