nk4215 Management and Marketing of Sports Events and Clubs

Faculty of Sports Studies
spring 2024
Extent and Intensity
7/13/0. 6 credit(s). Type of Completion: zk (examination).
Taught in person.
Teacher(s)
Mgr. Bc. Oldřich Racek, Ph.D. (lecturer)
doc. Mgr. Milena Strachová, Ph.D. (lecturer)
Ing. Bc. Lukáš Kozáček (seminar tutor)
Mgr. Adam Kyselica (seminar tutor)
Mgr. Bc. Oldřich Racek, Ph.D. (seminar tutor)
Guaranteed by
doc. Mgr. Milena Strachová, Ph.D.
Department of Physical Education and Social Sciences – Faculty of Sports Studies
Supplier department: Department of Sport Performance and Exercise Testing – Faculty of Sports Studies
Timetable
Fri 23. 2. 11:20–13:00 B11/235, Fri 19. 4. 8:00–10:30 B11/235, Fri 3. 5. 9:15–10:55 B11/235
  • Timetable of Seminar Groups:
nk4215/01: Fri 23. 2. 8:25–10:55 E34/225 - seminární místnost, Fri 15. 3. 12:10–14:40 E34/225 - seminární místnost, Fri 5. 4. 9:40–11:20 E34/225 - seminární místnost, Fri 10. 5. 15:05–16:45 E34/225 - seminární místnost, Fri 17. 5. 10:30–13:00 E34/225 - seminární místnost, L. Kozáček
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
Course objectives
The aim of the course is to acquaint students with the issues of management and marketing of sports events and clubs. To use acquired theoretical knowledge in practice in the preparation of sporting events and in the management of the sports club.
Learning outcomes
Student will be able to:
- Create a plan of sporting events with all the essential aspects
- Understand the principles of management and management of a sports club or facility
- Know the issues of marketing research in sport
- To be able to carry out marketing research
- use the knowledge of consumer buying behavior when designing a marketing plan of a sports organization
- Explain the strategy of developing and developing a sports brand on the market
- Discuss the issue of relationship marketing
Syllabus
  • 1. Sports club, sporting events and globalization of sport
  • 2. Schedule sporting sports events
  • 3. Realization of a sports event and its evaluation
  • 4. Management of the sports club
  • 5. Legal aspects of club management
  • 6. Marketing research
  • 7. Consumer buying behavior - participants
  • 8. Purchasing consumer behavior - viewers
  • 10. Sports brand
  • 11. Relationship marketing
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. 284 pp. ISBN 978-80-210-8346-2. 2016. Online knihkupectví Munipress info
  • HOYE, Russell. Sport management : principles and applications. 3rd ed. New York: Routledge. xx, 284. ISBN 9781856178198. 2012. info
  • BLAŽEK, Ladislav. Management - organizování, rozhodování, ovlivňování. ISBN 978-80-247-3275-6. 2011. info
  • BÜHLER, André W. and Gerd NUFER. Relationship marketing in sports. Amsterdam: Butterworth-Heinemann. x, 198. ISBN 9780750684958. 2010. info
  • MULLIN, Bernard James, Stephen HARDY and William Anthony SUTTON. Sport marketing. 3rd ed. Champaign, Ill.: Human Kinetics. xii, 539. ISBN 9780736060523. 2007. URL info
  • WAKEFIELD, Kirk L. Team sports marketing. Amsterdam: Elsevier Butterworth-Heinemann. ix, 273. ISBN 9780750679794. 2007. URL 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 develops and presents two seminar papers.
Assessment methods
The final exam is oral.
Students will be admitted to the exam if they properly present and submit both seminar papers in time (ie 60% - 100%). Assessment of seminar papers and their presentation are half of the final evaluation.

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

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
Further Comments
Study Materials
The course is also listed under the following terms Spring 2020, spring 2021, spring 2022, spring 2023.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/fsps/spring2024/nk4215