nk2513 Management and marketing

Faculty of Sports Studies
Autumn 2019
Extent and Intensity
7/7/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Jiří Novotný, CSc. (lecturer)
Mgr. Bc. Oldřich Racek, Ph.D. (lecturer)
Mgr. Ondřej Pelikán (seminar tutor)
Guaranteed by
doc. Ing. Jiří Novotný, CSc.
Division of Sport Management – Department of Social Sciences and Sport Management – Faculty of Sports Studies
Supplier department: Division of Sport Management – Department of Social Sciences and Sport Management – Faculty of Sports Studies
Timetable
Fri 4. 10. 8:00–9:40 B11/206, Fri 25. 10. 17:35–19:15 E34/225 - seminární místnost, Fri 15. 11. 13:25–15:55 E34/225 - seminární místnost
  • Timetable of Seminar Groups:
nk2513/01: Fri 15. 11. 8:00–9:40 B11/335, Fri 13. 12. 9:40–11:20 B11/206, 11:45–14:15 B11/311, O. Pelikán
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 specifics of management in the sport environment and activities of sports manager with emphasis on their specifics in the field of management consulting in the field of fitness training and in planning and realization of physical activities for various target groups in the general population.
Learning outcomes
Upon successful completion of this course, students will be able to:
01. Understand the importance of strategic management in the area of ​​fitness training;
02. critically analyze the key features of the current strategic management in the sporting environment in relation to the planning and realization of controlled physical activities in the general population.
03. Identify the strategic decisions faced by managers in sports organizations in the management of fitness training activities;
04. critically evaluate strategic options for planning of physical activities including their feasibility and sustainability;
05. Identify the issues and opportunities faced by sports organizations in implementing the chosen strategy in various areas with particular emphasis on fitness training and physical activity
06. to characterize the functions, roles and activities of the sports manager that are needed to manage the counseling activity in the area of ​​fitness training and in planning and realization of physical activities for different target groups
07. Explain particular views of marketing management and marketing in general
08. describe individual elements of the marketing mix
09. Understand and explain the issue of marketing mix management
10. Identify key points in the consumer's purchasing behavior from the marektigng point of view
11. Apply acquired knowledge in the field of marketing research
12. Develop a marketing plan based on the acquired knowledge
Syllabus
  • 01. Introduction to the strategic management of sport and physical activities – the need for strategic and financial planning, basic strategic concepts of management in the sport sector;
  • 02. Analysis of strategic environment in sport - market environment, PESTEL and SWOT analysis, Porter's model of five competitive forces; gaps in the sport market;
  • 03. Principles of strategic management and strategic choice in sport – basis of competitive advantage and choice of appropriate strategy;
  • 04. Organizational and strategic changes – the conditions of internal organization in sport, the archetypes of the dynamics of changes in the internal organization of sports organizations for the implementation of the chosen strategy;
  • 05. Human resources management in sport and leadership - specifics of management and evaluation of human resources in sports organizations; leadership theory, differences in the concepts of manager and leader and their implications for sport management;
  • 06. Organizational culture and performance evaluation in sport – specifics and importance of organizational culture in sport; performance models in sport
  • 07th introduction to the marketing
  • 08. Marketing development
  • 09. Enterprise environment (macro environment and microenvironment)
  • 10. Marketing strategies
  • 11. Concept of targeted marketing (segmentation, targeting, positioning)
  • 12. Marketing mix
  • 13. Consumer buying behavior
  • 14. Marketing research
Literature
    required literature
  • REKTOŘÍK, Jaroslav, Petr PIROŽEK, Jana NOVÁ, David PÓČ, Darek VÍT, Tereza GÁLLOVÁ, Daniel HRBOLKA, Kateřina ŠMAJZROVÁ, Petr KOTYZA and Pavel MRNUŠTÍK. Projektový management ve sportu (Project Management in Sports). první. Masarykova Univerzita Brno: MUNI PRESS, 2015, 180 pp. 1.Edice. ISBN 978-80-210-7995-3. info
  • NOVÁ, Jana. Management ve sportu (Sport management). Online. Brno: Masarykova univerzita, 2014, p. nestránkováno, 67 pp. ISBN 978-80-210-7151-3. URL info
  • KOTLER, Philip. Moderní marketing : 4. evropské vydání. Translated by Jana Langerová - Vladimír Nový. 1. vyd. Praha: Grada, 2007, 1041 s. ISBN 9788024715452. info
    recommended literature
  • NOVÁ, Jana. Management sportu – teorie, případové studie, kvalita (Sport Management- Theory, Case Studies, Quality). Brno: Masarykova univerzita, 2014, 155 pp. ISBN 978-80-210-6780-6. Available from: https://dx.doi.org/10.5817/CZ.MUNI.M210-6781-2014. info
Teaching methods
lectures and Case studies.
Assessment methods
Exam that consists of written part (at least 60%); successful students will be admitted to the oral part. Prerequisite for admission to the exam is attendance (1 absence allowed) and successful presentation on given marketing or management themes.
Language of instruction
Czech
Further Comments
Study Materials
The course is also listed under the following terms Autumn 2018, autumn 2020.
  • Enrolment Statistics (Autumn 2019, recent)
  • Permalink: https://is.muni.cz/course/fsps/autumn2019/nk2513