Sport Event Management and Promotion - PMNG056C

• Title: Sport event management and promotion
• Guaranteed by: Management (51-400110)
• Faculty: Faculty of Physical Education and Sport
• Actual: from 2021 to 2021
• Semester: summer
• Points: 0
• E-Credits: 3
• Examination process: summer s.:
• Hours per week, examination: summer s.:2/0, MC [HT]
• Extent per academic year: 28 [hours]
• Capacity: 15 / unknown (15)
• Min. number of students: unlimited
• 4EU+: no
• Virtual mobility / capacity: no
• State of the course: taught
• Language: English
• Teaching methods: full-time
• Teaching methods: full-time
• Note: course can be enrolled in outside the study plan; enabled for web enrollment
• Guarantor: Mgr. William Morea Crossan, Ph.D.
• Teacher(s): Mgr. William Morea Crossan, Ph.D.

Annotation

English

Last update: Mgr. William Morea Crossan, Ph.D. (28.01.2021)

A practical application in sport event planning and promotion. Operating special events with an emphasis on sports events. Administrative procedures, operational techniques, hospitality, public relations and marketing, and technical services. Students choose and progressively plan a sport event or program as the topics are presented throughout the semester. Each group will present their sport event or program at the conclusion of the semester.

Aim of the course

Last update: Mgr. William Morea Crossan, Ph.D. (30.08.2023)

1.       Understand the sport event industry.

2.       Describe what makes a sport event unique, both for participants and for fans.

3.       Create sport event planning timelines, both long-term and event day.

4.       Understand the multiple uses of SWOT analysis for sport events.

5.       Conduct a simple SWOT analysis of an actual sport event.

6.       Demonstrate how a SWOT analysis of a sport event can be used for obtaining sponsorship.

7.       Explain how a SWOT analysis of a sport event is used post-event.

8.       Create a detailed marketing plan for a one day sport event.

9.       Identify all potential budget categories of a sport event.

10.   Create a budget for a potential sport event.

11.   Illustrate how an event break-even point is calculated.

12.   Identify the categories of sponsors used in sport events.

13.   Create a quick facts sheet for sponsors.

14.   Produce sponsorship package proposals for a potential sport event.

15.   Explain how to recruit and maintain volunteers for sport events.

16.   Identify the elements of risk management and contingency planning.

17.   Create contingency plans for a potential sport event.

18.   Identify the advantages, costs, usage and processes of merchandising in sports events.

19.   Explain the potential advantages and disadvantages of using celebrities and charities in sport events.

20.   Explain how to find and care for celebrities and charities for a potential sport event.

21.   Present a planned sport event to potential capital investors.

Course completion requirements

Last update: Mgr. William Morea Crossan, Ph.D. (28.01.2021)

Regular attendance

Preparation and presentation of an event project

Written test 70%

Literature

English

Last update: Mgr. William Morea Crossan, Ph.D. (28.01.2021)

Required:

SOLOMON, J. An insider’s guide to managing sport events. Champaign, Ill.; United States: Human Kinetics, 2002. ISBN 978-0-7360-3108-0.

SUPOVITZ, F. The Sports Event Management and Marketing Playbook. 2nd edition. Hoboken, N.J: Wiley, 2013. ISBN 978-1-118-24411-1.

Recommended:

GRAHAM, S., NEIROTTI, L. D., GOLDBLATT, J. J. The ultimate guide to sports marketing. 2nd ed. United States: McGraw-Hill, 2001. ISBN 063-9785326199.

GREENWELL, T. C., DANZEY-BUSSELL, L. A., & SHONK, D. J. Managing Sport Events. 2nd ed. Champaign, IL. Human Kinetics, 2019. ISBN 9781492570950.

Czech

Last update: Mgr. William Morea Crossan, Ph.D. (28.01.2021)

Povinná:

SOLOMON, J. An insider’s guide to managing sport events. Champaign, Ill.; United States: Human Kinetics, 2002. ISBN 978-0-7360-3108-0.

SUPOVITZ, F. The Sports Event Management and Marketing Playbook. 2nd edition. Hoboken, N.J: Wiley, 2013. ISBN 978-1-118-24411-1.

Doporučená:

GRAHAM, S., NEIROTTI, L. D., GOLDBLATT, J. J. The ultimate guide to sports marketing. 2nd ed. United States: McGraw-Hill, 2001. ISBN 063-9785326199.

GREENWELL, T. C., DANZEY-BUSSELL, L. A., & SHONK, D. J. Managing Sport Events. 2nd ed. Champaign, IL. Human Kinetics, 2019. ISBN 9781492570950.

Requirements to the exam

Last update: Mgr. William Morea Crossan, Ph.D. (28.01.2021)

Regular attendance

Preparation and presentation of an event project

Written test 70%

Syllabus

English

Last update: Mgr. Dominika Krupková (09.09.2021)

1. Understanding the Industry - Choosing a successful event or program

2. Plan for uniqueness

3. Planning - Event timelines

4. Marketing the event

5. SWOT analysis

6. Budgeting

7. Sponsorship

8. Logistics - Contingency planning

9. Negotiations and Contracts

10. Risk Management

11. Merchandising

12. Using a celebrity

13. Charity

14. Community involvement

Czech

Last update: Mgr. William Morea Crossan, Ph.D. (28.01.2021)

1. Understanding the Industry - Choosing a successful event or program

2. Plan for uniqueness

3. Planning - Event timelines

4. Marketing the event

5. SWOT analysis

6. Budgeting

7. Sponsorship

8. Logistics - Contingency planning

9. Negotiations and Contracts

10. Risk Management

11. Merchandising

12. Using a celebrity

13. Charity

14. Community involvement

Learning resources

Last update: Mgr. William Morea Crossan, Ph.D. (08.02.2021)

K předávání informací, znalostí a odborností bude využito on-line komunikační platformy ZOOM (přihlášení pomocí odkazu –distribuce e-mail). Dále pro případnou distribuci materiálů či testování bude využito platformy MOODLE (přihlášení skrze SIS).

Zoom class link:

https://staffweb.zoom.us/j/92868208476?pwd=SFh3eXdhV21SSEZ6RjY5amF2V1ExUT09

Meeting ID: 928 6820 8476

Passcode: 808792