Course 2009-2010 a.y.



Department of Marketing

Course taught in English

Go to class group/s: 31
CLEACC (6 credits - I sem. - OBS)
Course Director:

Classes: 31 (I sem.)

Course Objectives


The objective of the course is to increase your awareness and understanding of, and ability to apply theories, concepts, frameworks, methods and instruments regarding the management of sports. The sport industry has to deal with different types of values: sport, economic and social values. The intersection of these three dimensions determines the uniqueness of the industry and as a consequence the agenda of the strategic issues.
We seek to present the main topics that nowadays are affecting the sport industry (football, basketball, volleyball, Olympic games, etc) presenting a mix of ‘state of the art’ theory, practical examples and guest speakers’ experiences, but primarily by letting you identify, apply and critically reflect upon such information. The structure allows a unique learning experience that combines traditional classroom learning and concrete case studies, guest speakers’ experiences and the field project.

Course Content Summary


The course discusses the following topics:

  • Actors of the sport industry: IOC, federations, leagues, clubs and non-professional associations
  • Key issues in the sport industry: violence, economic vs social values, security and economic sustainability. The Italia Football case study
  • Close and open leagues: the NBA case study
  • The licensing systems: the UEFA licensing systems case study
  • The sustainability management of clubs: the Barcelona case study
  • Stadia management: the project of a new stadium in Milan
  • The organization of a sport event: the Giro d’Italia case study
  • Fan experience and entertainment management
  • Motivations and behaviors of sport participants
  • Segmentation and positioning in the sport business: the case of sport camps
  • Market research to support new product/service development and launch: the case of transforming a stadium into a polifunctional leisure facility
  • Sponsorships and celebrity endorsement (testimonials, etc)
  • Brand management in sport (brand extension, product differentiation, internationalization, etc)

Detailed Description of Assessment Methods


Attending students

50% field project + 50% written exam

Non attending students

Written exam


Attending and non-Attending students
A set of readings have been selected and uploaded on the Library Course Reserves (

Exam textbooks & Online Articles (check availability at the Library)
Last change 13/05/2009 11:51