e043 Sport Marketing

Faculty of Sports Studies
spring 2026
Extent and Intensity
0/2/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Bc. Oldřich Racek, Ph.D. (lecturer)
Mgr. Adam Kyselica, 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
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 15 student(s).
Current registration and enrolment status: enrolled: 0/15, only registered: 0/15
fields of study / plans the course is directly associated with
there are 8 fields of study the course is directly associated with, display
Course objectives
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
Syllabus
  • The digital revolution in the sport industry
  • Digital technologies and their impact on sports business - Internet of Things; Digital and Social Media; Data and Analytics
  • New technologies: Virtual Reality, Augmented Reality & Artificial Intelligence
  • Success Factors of Digital Transformation ( 7 McKinsey strategy implementation framework and Doblin innovation typology )
  • Sport business intelligence, CRM, data extraction and contextualization.
  • Social media and global brands – marketing non-sports products through social media
  • Social media as a communication tool for sports organizations and athletes.
  • Fan Engagement and data analytics– The power and influence of social media– reaching a new fan base globally
  • Development of Social media and Digital Marketing Capabilities
  • Working with “big data“, developing the data strategy and marketing with data analytics
Literature
  • FRIED, Gil and Ceyda MUMCU. Sport Analytics : A data driven approach to sport business and management. Routledge, 2017. ISBN 978-1-138-66713-6. info
  • RASKU, Risko and Aila AHONEN. Sport Business Intelligence : Case WRC Neste Oil Rally Finland. 2015. ISBN 978-951-830-393-3. info
Teaching methods
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.
Assessment methods
Individual assignment on a given or chosen topic from a field (min 10 pages of text / student). This is a condition for granting credits.
Language of instruction
English
Further Comments
The course is taught annually.
The course is taught in blocks.
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.
  • Enrolment Statistics (spring 2026, recent)
  • Permalink: https://is.muni.cz/course/fsps/spring2026/e043