e056 International Sport Management

Faculty of Sports Studies
autumn 2020
Extent and Intensity
0/0/0. 5 credit(s). Type of Completion: zk (examination).
Mgr. Bc. Oldřich Racek, Ph.D. (lecturer)
Dr. Sungick Min (seminar tutor)
Mgr. Adam Kyselica (assistant)
Guaranteed by
Mgr. Bc. Oldřich Racek, Ph.D.
Department of Social Sciences and Sport Management - Faculty of Sports Studies
Contact Person: Mgr. Andrea Kakulidu
Supplier department: Department of Social Sciences and Sport Management - Faculty of Sports Studies
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 20 student(s).
Current registration and enrolment status: enrolled: 0/20, only registered: 6/20
fields of study / plans the course is directly associated with
Course objectives
An examination of several transformational forces in the world today: the end of communism, the global economy, the electronic village, and their impact on management within the sport industry. As the sport industry continues its global expansion, this course serves as an invaluable guide for students as they build careers that require an international understanding of the relationships, influences, and responsibilities in sport management. Additionally, the course is designed to prepare students with the tools needed to develop effective marketing strategies for sports and athletic programs. A myriad of topics such as marketing, advertising, consumer behavior and practical applications will be explored. Emphasis will be on developing students’ written and verbal communication skills.
Learning outcomes
Students will be able to do the following:
1. Know sport marketing terminology and theory related to the sport industry.
2. Comprehend sport marketing theory and how it can be used in the sport industry to meet the wants and needs of the sport consumer.
3. Analyze case studies in sport to determine if decisions made by the sport marketers were effective ones.
4. Evaluate the sport marketing strategies of professionals as well as fellow students through critiquing the professionals’ work and students’ assignments.
5. Synthesize course material into a marketing plan for a sport organization.
6. Understand the issues associated with international sport management.
7. Identify sport using a unique perspective that emphasizes its status as a global industry.
8. Understand the structure of governance in international sport.
9. Understand the management essentials in international sport.
  • 1. The Special Nature of Sport Marketing
  • 2. Sport Marketing Plan
  • 3. Sport Promotions
  • 4. Market Segmentation
  • 5. Strategic Management in International Sport
  • 6. Intercultural Management in Sport Organizations
  • 7. Sport in North America
  • 8. Sport in Northeast Asia
  • 9. Sport in Latin America
  • 10. Sport in Africa and the Middle East
  • 11. Sport in South Asia, Southeast Asia and Oceania
  • 12. Sport in Africa and the Middle East
  • 13. Sport in Europe
    recommended literature
  • • MacIntosh, E., Bravo, G., & Ming, L. (2020). International Sport Management (2nd ed.). Champaign, IL: Human Kinetics Publishers.
  • • Mullin, B., Hardy, S., & Sutton, W. (2014). Sport Marketing (4th ed.). Champaign, IL: Human Kinetics.
Teaching methods
• Oral and Written Presentations
• DVD Presentations
• Lectures
• Large/Small Group Discussion
• In Class/Out of Class Assignments
Assessment methods
Active participation and discussion (direct lectures)
Written text and discussion on its topic
Language of instruction
Further comments (probably available only in Czech)
The course is taught: in blocks.
Information on the extent and intensity of the course: 6 days.
The course is also listed under the following terms Spring 2020.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/fsps/autumn2020/e056