e043 Sport Business Intelligence, Digitalization and Social Media in Sport

Fakulta sportovních studií
podzim 2018
Rozsah
2/1/0. 5 kr. Ukončení: zk.
Vyučující
Osmo Laitila (přednášející)
Ing. Jana Nová, PhD., MBA (přednášející)
Garance
Ing. Jana Nová, PhD., MBA
Katedra společenských věd a managementu sportu – Fakulta sportovních studií
Dodavatelské pracoviště: Katedra společenských věd a managementu sportu – Fakulta sportovních studií
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Mateřské obory/plány
Cíle předmětu
The subject is aimed at sport management students looking to improve their digital literacy and Sport Business Intelligence knowledge so that they will be able to manage the digital transformation in a sports organization.
Výstupy z učení
Upon completion of the subject the students will be able:
1) To understand and explain Digital technologies and their impact on sports business
2) Critically evaluate and resolve the obstacles to achieving Digital Transformation in sport organizations
3) To analyze and judge the variety and extent of Digital Transformation Success Factors
4) To demonstrate the deep understanding of data importance in transforming the sport organizations and sport business
5) To design the data strategy of sport organizations using the Sport Business Intelligence concept
Osnova
  • The digital revolution in the sport industry
  • Digital technologies and their impact on sports business - Internet of Things; Digital and Social Media; Data and Analytics
  • New technologies: Virtual Reality, Augmented Reality & Artificial Intelligence
  • Success Factors of Digital Transformation ( 7 McKinsey strategy implementation framework and Doblin innovation typology )
  • Sport business intelligence, CRM, data extraction and contextualization.
  • Social media and global brands – marketing non-sports products through social media
  • Social media as a communication tool for sports organizations and athletes.
  • Fan Engagement and data analytics– The power and influence of social media– reaching a new fan base globally
  • Development of Social media and Digital Marketing Capabilities
  • Working with “big data“, developing the data strategy and marketing with data analytics
Literatura
  • FRIED, Gil a Ceyda MUMCU. Sport Analytics : A data driven approach to sport business and management. Routledge, 2017. ISBN 978-1-138-66713-6. info
  • RASKU, Risko a Aila AHONEN. Sport Business Intelligence : Case WRC Neste Oil Rally Finland. 2015. ISBN 978-951-830-393-3. info
Výukové metody
Lecture and seminar using various case studies and other resources. The lecture provides students with an overview of the topic and the seminar will allow students to extend their understanding of the issue while developing analytical, presentation skills and managing their own performance. Self-study (Preparation for seminars) is a prerequisite for participation in the seminars so that students are able actively participate and thus to contribute to the development of their evaluation and reflective skills that are crucial for the effective management of human resources.
Metody hodnocení
Individual assignment on a given or chosen topic from a field (min 10 pages of text / student). This is a condition for granting credits.
Vyučovací jazyk
Angličtina
Další komentáře
Výuka probíhá blokově.
Předmět je zařazen také v obdobích podzim 2019, jaro 2021, jaro 2022, jaro 2023, jaro 2024, jaro 2025.