Course 2017-2018 a.y.
30393 - SPORT MANAGEMENT
BSS
Course taught in English
Go to class group/s: 95
Sports organizations need to take into account both the structure of the industry and the emerging trends and dynamics that are impacting on the success of their business models. The main trends are the evolution of sports media towards a digital business model, the increasing attention on the economic sustainability, the issue of media rights and the importance of optimizing the fan experience.
For all these reasons, the sport management can be considered as a discipline characterized by its own theories, frameworks, principles and practices.
The course is focused on the analysis of management issues and value creation mechanisms in sports organizations.
The course includes three sections:
- Strategy: overview of the sports industry and focus on the strategic analysis of professional sports organizations;
- Marketing: marketing strategies in sport;
- Finance: analysis of economic results and value creation in sports organizations.
Learning Objectives.
The course addresses the following questions and issues in three distinctive areas
Strategic Area.
- Who are the key actors in the sports industry (International Olympic Committee, International Federations National Federations, Leagues, Clubs, non-Professional Organizations)?
- What are the main drivers for the growth and the economic sustainability of professional sports organizations?
- How to set the strategic priorities, goals and actions within a professional sports organization in order to improve its performance?
Marketing Area.
- What are the key issues in management and entertainment of fans?
- What are the key issues in management of sponsorships, commercial partnerships and celebrity endorsements?
- How are brands in sports created and managed?
Finance Area.
- What are the economic and financial dimensions to be considered for a sustainable sport organization (club, league, stadia, event, etc.)?
- How to design and manage a sport facility?
- Strategy: overview of the sports industry and focus on the strategic analysis of the professional sports organizations.
- Marketing: marketing strategies in sport.
- Finance: analysis of economic results and value creation in sports organizations.
The course includes some company visits to the Italian sport organizations. During the company visits the participants have an opportunity to interact directly with top and middle managers and representatives of sport management organizations like Inter FC, Milan AC and Adidas. The topics addressed during the company visits include the discussion of the sport organization business models, economic results, digital strategies and future trends sports industry.
Information about the company visits are made available at the beginning of the course.
- 50% work in groups.
- 50% individual final exam.
- Group Project (50%).
Each group project analyzes a specific professional sports organization selected among a range of top tier clubs, spanning over the disciplines of football, basketball or volleyball. The clubs should be located either in Europe or USA. Each project is aimed at providing the strategic analysis of the club, highlighting the opportunities and challenges for fostering the growth. Group Projects cover the topics discussed in class, but can also face new and challenging topics of the sports industry.
- Final Exam (50%).
In addition, there is one closed books multiple choice exam. Students are asked to display a mastery of essential concepts in sports management. Students are examined on their knowledge and understanding of the contents of the course materials and all other resources presented and discussed in class.
- R. HOYER, A. SMITH, M. NICHOLSON, et al., Sport Management: principles and applications, Routledge, 2015, the textbook is available at the Bocconi Library also on-line.
- For all students specific readings, slides and cases are given through learning space day by day.