e043 Sport Marketing

Faculty of Sports Studies
autumn 2026
Extent and Intensity
0/2/0. 4 credit(s). Type of Completion: zk (examination).
In-person direct teaching
Teacher(s)
Mgr. Jiří Kotas (seminar tutor)
Mgr. Bc. Oldřich Racek, Ph.D. (seminar tutor)
Guaranteed by
Mgr. Bc. Oldřich Racek, Ph.D.
Department of Sport Performance and Exercise Testing – Faculty of Sports Studies
Contact Person: Ing. Zuzana Florianová
Supplier department: Department of Sport Performance and Exercise Testing – Faculty of Sports Studies
Timetable of Seminar Groups
e043/01: Wed 9:00–10:40 B11/236, J. Kotas
Prerequisites (in Czech)
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.

The capacity limit for the course is 8 student(s).
Current registration and enrolment status: enrolled: 0/8, only registered: 6/8
fields of study / plans the course is directly associated with
Abstract
The subject is aimed at sport management students looking to improve their digital literacy and Sport Business Intelligence knowledge so that they will be able to manage the digital transformation in a sports organization.
Learning outcomes
Upon completion of the subject the students will be able:
1) To understand and explain Digital technologies and their impact on sports business
2) Critically evaluate and resolve the obstacles to achieving Digital Transformation in sport organizations
3) To analyze and judge the variety and extent of Digital Transformation Success Factors
4) To demonstrate the deep understanding of data importance in transforming the sport organizations and sport business
5) To design the data strategy of sport organizations using the Sport Business Intelligence concept
Key topics
  • Defining Sports Marketing
  • Target Markets and Segmentation in Sport
  • Sport Marketing Environment & Consumer Behaviour
  • Marketing Strategies and Planning in Sport (SMART goals)
  • Event Marketing
  • Digital Revolution in the Sport Industry
  • Sponsorship in Sport
  • Sport Advertising and Merchandising
  • Ambush & Guerilla Marketing in Sport
Approaches, practices, and methods used in teaching
Lecture and seminar using various case studies and other resources. The lecture provides students with an overview of the topic and the seminar will allow students to extend their understanding of the issue while developing analytical, presentation skills and managing their own performance. Self-study (Preparation for seminars) is a prerequisite for participation in the seminars so that students are able actively participate and thus to contribute to the development of their evaluation and reflective skills that are crucial for the effective management of human resources.
Method of verifying learning outcomes and course completion requirements
Assessment is based on regular attendance, an individual written essay demonstrating critical analysis, and an oral presentation of selected topics.
Language of instruction
English
Further comments (probably available only in Czech)
The course is taught annually.
Information on course enrolment limitations: The course capacity is 7 FSpS and 8 exchange students.
The course is also listed under the following terms Autumn 2018, Autumn 2019, spring 2021, spring 2022, spring 2023, spring 2024, spring 2025, autumn 2025, spring 2026, spring 2027.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/fsps/autumn2026/e043