20552 - SPORTS BUSINESS AND MANAGEMENT
Course taught in English
Go to class group/s: 31
Class-group lessons delivered on campus
Most popular sports and sport events have sociological implications and economic importance in direct and indirect effects that are undeniably complex to investigate. The turnovers of the following leagues can explain the relevance of sport business: considering the Top 5 European soccer leagues in the 2016-2017 season (Premier League, Bundesliga, Liga, Serie A ,Ligue 1) the value of total turnover was €14.3 bn, in National Football League (NFL) in 2016 it was €13 bn, in Major League Baseball (MLB) in 2017 it was €10 bn and in National Basketball Association (NBA) in the 2016-2017 season it was € 8.5 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 the agenda of the strategic issues. Starting from such premises, the mission of this course is to combine a genuine passion for sports, seen and practiced, with solid managerial skills that help the students approaching the labor market of the sport.
The key topics of the course are:
- Introduction – What is sport business and management about?
- Sport Organizations’ Performances.
- Sport Stakeholders Management and Governance.
- The value and the organization of leagues: the North American vs EU model.
- Leadership in sports.
- Clubs’ performances.
- Club licensing systems and UEFA Financial Fair Play.
- Revenue generation, asset appreciation and franchise value.
- Facility Management.
- 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 European 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 sport business environments whilst aware of the moral and ethical considerations affecting sport management and management of people and services.
- Face-to-face lectures
- Guest speaker's talks (in class or in distance)
- Company visits
- Case studies /Incidents (traditional, online)
- Group assignments
The teaching method is built around an intensive mixture of lectures, guest speakers, visits, group works, class participation, video, 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 guest 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 sport industry.
With the purpose of measuring the acquisition of the above-mentioned learning outcomes, the student 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. The entire exam is based on the selected chapters of two books (as indicated in the following section “teaching materials” for attending students) and all the teaching materials uploaded on Bboard (slides, cases and exercises presented and discussed in class).
- 50% of the grade: group Final Project. This consists in the analysis of real cases and it gives the chance to the students to apply the theoretical concepts taught in the course in a well-known sport organization (chosen by the students).
The evaluation is based on both the final report uploaded on Bboard and the in-class presentation, following four dimensions:
- STRUCTURE: is the output well-structured with clear main points and excellent transitions? Is the document well organized and balanced among the sections? Does it flow easily from point to point?
- RESEARCH: is there a depth and breadth of evidence presented to support the project and analysis? Are key points supported by evidence?
- ANALYSIS: is there a clear link among theory, evidence and recommendations? Are the conclusions fresh and interesting with novel connections to class and outside material?
- COMMUNICATION: is the presentation interesting and easy to follow, with a logical flow of ideas? Is the presentation or exhibit attractive and do the design choices complement the main points?
Only students who have prepared the Final Project are considered as attending. Furthermore, to be considered attending students it is necessary to participate in the last lecture of the course, when Final Projects is presented to the professors and to the class. If an attending student does not take the exam in May or June, the grade of the Final Project 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 and in the slides, as well as well the student’s ability to apply the theory to real cases. The exam is based on the selected chapters of two books (as indicated in the following section “teaching materials” for non-attending students) and all the slides uploaded on Bboard by the professors. Once a student passes the exam, the grade has to be accepted.
- All the teaching materials uploaded on Bboard by the professors (slides, cases and exercises presented and discussed in class).
- R. HOYE, A. SMITH, M. NICHOLSON, et al., Sport Management: principles and applications, Routledge, 2015 (chapters 1, 12, 13).
- P. GUENZI, D. RUTA, Leading Teams: Tools and Techniques for Successful Team Leadership from the Sports, Jossey-Bass, 2013, 1st ed., (chapter 3).
- R. HOYE, A. SMITH, M. NICHOLSON, et al., Sport Management: principles and applications, Routledge, 2015 (chapters 1, 4, 7, 10, 12, 13).
- P. GUENZI, D. RUTA, Leading Teams: Tools and Techniques for Successful Team Leadership from the Sports, Jossey-Bass, 2013, 1st ed. (chapters 3, 4, 5, 6).
- All the slides uploaded on Bboard by the professors.