115-4399/01 – Sports management and marketing (SMM)

Gurantor departmentDepartment of ManagementCredits5
Subject guarantordoc. RNDr. Irena Durdová, Ph.D.Subject version guarantordoc. RNDr. Irena Durdová, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory type B
Year2Semestersummer
Study languageCzech
Year of introduction2019/2020Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
DUR45 doc. RNDr. Irena Durdová, Ph.D.
KRA791 Ing. Jiřina Kračmarová
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Part-time Credit 6+6

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:

LILLEKER, Darren et al. Political Communication and COVID-19: Governance and Rhetoric in Times of Crisis. London and New York: Routledge, 2021. 372 s. ISBN 978-0-367-63679-1. LUSSIER, Robert N. Management Fundamentals. Concepts, Applications, and Skill Development. 8th ed. Los Angeles: Sage, 2019. ISBN 9781544331331. NORTHOUSE, Peter G. Leadership: theory and practice. 9th ed. Los Angeles: SAGE, 2021. 600 s. ISBN 978-1-07-184091-7.

Recommended literature:

ARMSTRONG, Michael. Armstrong´s Handbook of Human Resource Management Practice. 14th ed. New York: Kogan Page, 2017. 779 s. ISBN 9780749474119. BODDY, David. Management. Harlow: Pearson, 2020. ISBN 978-1-292-27181-1. TAYLOR, Stephen. Resourcing and talent management. 7th ed. London: Kogan Page, 2019. 493 s. ISBN 978-0-7494-8385-2.

Way of continuous check of knowledge in the course of semester

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

Part-time form (validity from: 2019/2020 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Credit Credit  
Mandatory attendence parzicipation: 80% participation on practice

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2021/2022 (B0312A050001) Public Economics and Administration K Czech Valašské Meziříčí 2 Choice-compulsory type B study plan
2021/2022 (B0312A050001) Public Economics and Administration K Czech Ostrava 2 Choice-compulsory type B study plan
2021/2022 (B0312A050001) Public Economics and Administration K Czech Šumperk 2 Choice-compulsory type B study plan
2020/2021 (B0312A050001) Public Economics and Administration K Czech Ostrava 2 Choice-compulsory type B study plan
2020/2021 (B0312A050001) Public Economics and Administration K Czech Šumperk 2 Choice-compulsory type B study plan
2020/2021 (B0312A050001) Public Economics and Administration K Czech Valašské Meziříčí 2 Choice-compulsory type B study plan
2019/2020 (B0312A050001) Public Economics and Administration K Czech Ostrava 2 Choice-compulsory type B study plan
2019/2020 (B0312A050001) Public Economics and Administration K Czech Šumperk 2 Choice-compulsory type B study plan
2019/2020 (B0312A050001) Public Economics and Administration K Czech Valašské Meziříčí 2 Choice-compulsory type B study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner