115-0399/01 – Sports management and marketing (SMM)
| Gurantor department | Department of Management | Credits | 5 |
| Subject guarantor | doc. Ing. Marie Mikušová, Ph.D. | Subject version guarantor | doc. Ing. Marie Mikušová, Ph.D. |
| Study level | undergraduate or graduate | Requirement | Compulsory |
| Year | 2 | Semester | summer |
| | Study language | Czech |
| Year of introduction | 2019/2020 | Year of cancellation | |
| Intended for the faculties | EKF | Intended for study types | Bachelor |
Subject aims expressed by acquired skills and competences
1. Familiarizing the students with the general fundamentals of sports management and sports marketing.
2. Familiarizing the students with the managerial functions of a sports manager.
3. Defining managerial roles, innate and acquired characteristics of a sports manager, his/her characteristics and abilities.
4. Clarifying the main principles of the marketing mix in sport, marketing communications and the possibility of a sports club to obtain additional financial resources.
5 Emphasizing the main principles of contemporary spor, sports management and marketing.
Teaching methods
Lectures
Tutorials
Summary
The aim of the subject is to transform the general fundamentals of management and marketing into the field of sport, to focus more on the personality to a sports manager, requirements for the performance of his/her profession in the specific sports environment. The course deals with methods and techniques of managerial work in sport, with current marketing concepts in sport and enumeration of possibilities of obtaining additional financial resources, including enumeration of some possibilities of entrepreneurship. Emphasis is placed on the health, education, social and especially economic importance of sport for society. The subject deals with the main issues of the current sports environment in the Czech Republic and compares it with the situation in other EU countries.
Compulsory literature:
Recommended literature:
Way of continuous check of knowledge in the course of semester
credit - presentation
exam - combined (written and oral)
E-learning
Other requirements
Students must demonstrate their ability to understand the fundamental issues of the course and meet the credit conditions.
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1. Definition of basic concepts, introduction to the issue of sports management and marketing
2. Character of managerial work, innate and acquired characteristics of a sports manager, managerial functions and roles, basic concepts of managerial work in the application on the sporting environment
3. Planning in the work of a sports manager, types of plans and goals, examples of planning in sports clubs.
4. Organization in sport, profit and non-profit organizations, types of sporting organizations in the Czech Republic, sports club as an association (registered association), sports club as a limited liability company or a joint-stock company.
5. Leadership, leadership styles, personnel management, motivation and communication in a sport manager’s activities, checking as one of the functions of a sports manager, types of checks, checking plans, checking the human factor.
6. Marketing mix in sport, sports product, service as a sports product, expanded marketing mix
7. Individual tools of marketing communication in the sports environment
8. Marketing concepts in sport, sponsoring in sport, sports advertising
9. Issues of advertising partnerships, sponsor x sponsored relations, cooperation between a sports club and an economic subject
10. Factors influencing the current development in sport
11. The importance of sport for the national economy, the current economic development in sport, the impact of the sports environment on GDP, employment, etc.
12. Possibilities of obtaining funds for sports clubs, entrepreneurial activity in sport, enumeration of possibilities of doing business in sports clubs
13. The importance of the manager’s personality in dealing with sponsors in the offer of advertising services, when applying for subsidies from public budgets, from the EU funds, in the presentation of business plans and their implementation, projects, grants.
14. The biggest problems of the current sports environment and sports management in the Czech Republic, possibilities how to prevent and deal with them.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction