Master of Business Administration Sports Management (Advanced)

This subject introduces the student to the foundations of business. The focus of this subject is on providing fundamental concepts and context for students to enrich their mastery in subsequent studies while developing as a reflective practitioner. Students will examine the functional operations of business and the environments in which it operates. This may include analysing the economic, social, political, legal, technological and ethical influences on contemporary businesses. Students will also examine the viewpoints of internal and external stakeholders.

In this module you will be introduced to the concept of marketing, understood as a fundamental aspect of any company strategy. We will also discuss Strategic and Operational Marketing within the field of sports. Throughout the module we will review various theoretical concepts and find practical applications within the sports industry. This material will also include a wealth of real examples which will allow you to understand and enjoy sports marketing.

The Marketing module provides students with a basic understanding of the relationship and impact of marketing on the company's overall strategy. We will review concepts such as segmentation and positioning, both essential to defining the company's business.

Special emphasis will be placed on market research as a process necessary for decision making on an ongoing basis: from the time of defining the business model upon completion of market and competitor analysis, through the time of developing concrete marketing strategies upon subsequent analysis of results and the development and adaptation of new tactics. The classic operational marketing tools will also be reviewed and adapted to the sports industry, placing special emphasis during the specialization on the sections on communication, branding, new media and sports sponsorship.

Leadership in modern organisations is a way of thinking and behaving.  It is not necessarily a position in a hierarchy.  Leadership is a process of energising, influencing and motivating others: up, down, sideways and diagonally.  Becoming an effective leader requires self-awareness, self-management and a strong set of interpersonal communication skills, a set of capabilities that are often described as Emotional Intelligence (EQ).  In addition, effective leaders think and act strategically, they build a climate for creativity and innovation, and are culturally sensitive and comfortable with ambiguity. 

This subject focuses on developing your leadership capability and not leadership as a theoretical concept that applies to other people.  It helps you explore your own leadership development and self-image, using the techniques of reflective research and supported by a mentoring partner.  It guides you through the preparation of plan for your continued leadership and professional development that is consistent with your personal values, anchored by the academic literature and enables you to be authentic, confident and resilient in leading productive work places for the future.

In an ever globalised world, where the greatest sport events are now followed by millions of people around the world, managing and distributing broadcasting rights is a highly professional business where sport agencies are becoming increasingly required for the added value they are able to generate to the product conceived by federations and event organisers, optimising audience, exposure and revenue, using segmenting distribution and brand positioning in collaboration with television broadcasters, marketing agencies, federations and event organisers.

Every day companies are more aware of the importance of communication in business strategy to meet the world’s demands. Pitching the right message at the right time is paramount in branding and therefore in the company’s value. Regarding the internal performance or employee performance, the adequate flow of information proves the functioning and creates a greater emotional bond between the staff and the company. Sports companies, or companies related to the sports industry, must be particularly aware of communication, understanding it as part of their strategy plan and using the values in sports as the base of their projects.

Finally, the communication department, as well as all the other departments, should have a contingency plan prepared to respond effectively in the event of a crisis situation. Avoiding improvisations that may negatively affect the brand’s value built over time. It is difficult to create a brand image, but it can literally take only a few minutes to destroy it.