bp4552 Management and Marketing in Sport

Faculty of Sports Studies
autumn 2024
Extent and Intensity
1/1/0. 4 credit(s). Type of Completion: zk (examination).
In-person direct teaching
Teacher(s)
Mgr. Bc. Oldřich Racek, Ph.D. (lecturer)
Mgr. Bc. Oldřich Racek, Ph.D. (seminar tutor)
Guaranteed by
Mgr. Bc. Oldřich Racek, Ph.D.
Department of Sport Performance and Exercise Testing – Faculty of Sports Studies
Supplier department: Department of Sport Performance and Exercise Testing – Faculty of Sports Studies
Prerequisites (in Czech)
BOZP_OK(bozp_po_stud) && BOZP_OK(bozp_po_stud_fsps)
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
  • Referee (programme FSpS, B-TVS) (2)
Course objectives
The aim of the course is to introduce students to the environment of sport management and marketing, to orient them properly and to apply the acquired theoretical knowledge to sports practice.
Learning outcomes
Student will be able to:
- describe the environment of sports management
- to explain the role of the state in the development of sport
- Apply strategic management tools in practice
- to discuss the issue of professional sport
- define marketing and explain its specifics in the sport environment
- Apply marketing mix tools in a particular case.
Syllabus
  • 1. The environment of sports management
  • 2. The role of the state in the development of sport
  • 3. Strategic management in sport
  • 4. Non-profit sector and sport
  • 5. Professional sport
  • 6. Organizational culture in sport
  • 7. Sport marketing - definition, development
  • 8. Marketing environment in sport
  • 9. Target markets and their segmentation
  • 10. Marketing mix and its specifics in sport
Literature
  • NOVÁ, Jana, Jiří NOVOTNÝ, Oldřich RACEK, Jaroslav REKTOŘÍK, Aleš SEKOT, Milena STRACHOVÁ and Hana VÁLKOVÁ. Management, marketing a ekonomika sportu. 1. vyd. Brno: Masarykova univerzita, 2016, 284 pp. ISBN 978-80-210-8346-2. Online knihkupectví Munipress info
  • BYERS, Terri, Trevor SLACK and Milena Madeleine PARENT. Key concepts in sport management. Los Angeles, Calif.: SAGE, 2012, xiii, 203. ISBN 9781412928427. info
  • HOYE, Russell. Sport management : principles and applications. 3rd ed. New York: Routledge, 2012, xx, 284. ISBN 9781856178198. info
  • ZAMAZALOVÁ, Marcela. Marketing. Vyd. 2. Praha: C.H.Beck, 2010, xxiv, 499. ISBN 9788074001154. info
  • SHANK, Matthew D. Sports marketing : a strategic perspective. 4th ed. Upper Saddle River, N.Y.: Pearson Prentice Hall, 2009, xxiv, 453. ISBN 9780138137458. info
  • BĚLOHLÁVEK, František, Pavol KOŠŤAN and Oldřich ŠULEŘ. Management. 1. vyd. Olomouc: Rubico, 2001, 642 s. ISBN 80-85839-45-8. info
Teaching methods
Teaching is conducted in the form of lectures and seminars.
In the seminars the current case studies will be dealt with, the discussion of the issue is expected.
The student will prepare and present a seminar paper.
Assessment methods
The final exam is written.
Students will be admitted to the exam if they properly present and submit a seminar paper (ie 60% - 100%). The evaluation of the seminar paper and its presentation is a third of the final evaluation.

Rating:
A - 100% - 90%
B - 89% - 85%
C - 84% - 75%
D - 74% - 70%
E - 69% - 60%

If a student commits any disciplinary offense, this behavior will be deemed not to meet the conditions for terminating the subject. The lecturer enters the exam (assessment) in the IS with a mark "F" and the dean initiates disciplinary proceedings, resulting in the completion of studies.
Language of instruction
Czech
The course is also listed under the following terms autumn 2021, autumn 2022, autumn 2023.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/fsps/autumn2024/bp4552