e043 Sport Marketing

Faculty of Sports Studies
spring 2025
Extent and Intensity
0/2/0. 4 credit(s). Type of Completion: zk (examination).
In-person direct teaching
Teacher(s)
Mgr. Bc. Oldřich Racek, Ph.D. (lecturer)
Mgr. Adam Kyselica, Ph.D. (seminar tutor)
Guaranteed by
Mgr. Bc. Oldřich Racek, Ph.D.
Department of Sport Performance and Exercise Testing – Faculty of Sports Studies
Contact Person: Mgr. František Hurt
Supplier department: Department of Sport Performance and Exercise Testing – Faculty of Sports Studies
Prerequisites (in Czech)
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.

The capacity limit for the course is 15 student(s).
Current registration and enrolment status: enrolled: 0/15, only registered: 2/15
fields of study / plans the course is directly associated with
Course objectives
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.
Learning outcomes
Upon completion of the subject the students will be able:
1) To understand and explain Digital technologies and their impact on sports business
2) To analyze and judge the variety and extent of Digital Transformation Success Factors
3) To design the data strategy of sport organizations using the Sport Business Intelligence concept 4) To apply theoretical knowledge to the practice - project cooperation with a professional sport club
Syllabus
  • Digital technologies and their impact on sports business - Internet of Things; Digital and Social Media; Data and Analytics
  • Sport business intelligence, CRM
  • 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
Literature
  • FRIED, Gil and Ceyda MUMCU. Sport Analytics : A data driven approach to sport business and management. Routledge, 2017. ISBN 978-1-138-66713-6. info
  • RASKU, Risko and Aila AHONEN. Sport Business Intelligence : Case WRC Neste Oil Rally Finland. 2015. ISBN 978-951-830-393-3. info
Teaching methods
Seminars allow students to extend their understanding of the issue while developing analytical, presentation skills and managing their own performance. Preparations for seminars are necessary.
Assessment methods
Group project and its presentation in front to the comition + seminar work with steps and procedures.
Language of instruction
English
Further Comments
The course is taught annually.
The course is taught: in blocks.
The course is also listed under the following terms Autumn 2018, Autumn 2019, spring 2021, spring 2022, spring 2023, spring 2024.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/fsps/spring2025/e043