The Global Sports Business (MSPO4266)

This module focuses upon the importance of an information-based approach to decision-making in sport organisations, from understanding sports markets through promoting brands and products to growing revenues via ticket sales and corporate partnerships. It will enmesh an academic framework, a considered evaluative mind-set and an applied, case-based approach to the investigation of the commercial environment from local to the global provision of sport.

Part of International Sport Management MSc

This module is part of the University’s International Sport Management MSc . You will study alongside other students on this course. The module is also part of the Professional Development MA/MSc course - a flexible course that you help design to take your career to the next level.

Overview

Intended Learning Outcomes

On successful completion of the module, students should be able to:

Investigate the commercial value of sport/sport brands using a range of business analysis techniques
Demonstrate critical insights into the methods available to commercial brands choosing to engage with sport audiences/communities
Apply key skills of data processing, analysis and interpretation for data-driven decision-making in sport
Select, apply and integrate appropriate theoretical concepts and models to support the application of analysis techniques to sport business scenarios e.g. strategy, marketing, sponsorship, economics, finance, ICT
Apply analytical, numerical and IT-intensive techniques to provide a rich understanding, and solutions, to sport business management problems.

Indicative Content

Understanding the global sport business industry
The commercial potential of sports
Key concepts: what is data (relevance, source, quantity, quality)?
Data analysis, the data ecosystem
Business intelligence techniques
Budgeting and budgetary control
Techniques of financial analysis
Strategic capability assessment
The risk environment
Customer relationship management incl. ticket pricing & season ticket member retention
Sponsorship – from analysis, planning and valuation through leverage and activation to evaluation
Planning for an oral presentation
Weekly case study analysis task
International fieldtrip: including relationship building, networking and collaboration in a cross-cultural setting.

It is expected that all advertised modules will run, but there may be situations where there are insufficient students to make a particular module viable.

Career benefits

Completing this module should have a direct impact on your career where it requires skills, knowledge and ability in the area of International Sports Management.

Completing work for this module also provides an opportunity to demonstrate your professional understanding and capabilities in annual reviews, in seeking increments and promotions, or job interviews.

Module delivery

This module is delivered in taught face to face sessions in a block of learning activites that takes place in September and January. Followed by weekly on campus sessions.

Assessment

Assessment of this module includes a Portfolio (including presentation and discussion-to include peer assessment). The portfolio will examine concepts, frameworks and techniques that can be used to analyse commercial practices applied to global sports businesses. It will provide a case-based analysis of a sport / sports league / sports event / sports brand or non-sports business synonymous with the sport industry.

Entry Requirements

Entry to this module requires registration to a postgraduate award in Professional Development. The module is also available as a stand alone module, anyone wishing to take this module as a stand alone module should contact the admissions team.

No prior study is required for this module, but it is advisable to contact the module leader prior to selection of this module.