Introduction to Sport Business: Innovation, Marketing Strategy & Sustainability

UCIL23002 Introduction to Sport Business: Innovation, Marketing Strategy & Sustainability 10 Undergraduate Level 2 Robert Martin Unit coordinator 1 FHEQ level (Framework for Higher Education Qualifications) ' Middle part of Bachelors ' European Credit Transfer & Accumulation System Rating : 5.0 The unit aims to provide students with an introduction to the professional sports industry, an understanding of how to apply an entrepreneurial approach to innovation, the development and marketing of new products/services, and incorporating sustainable development goal into the venture.Sports business is a growing industry valued at over £400bn. Sports content is broadcast to TVs, tablets and phones across the world simultaneously, with over 3.5 billion people watching and engaging with global sporting events, nearly half the world population.The globalisation and commercialisation of professional sport has seen sports teams and athletes develop into global brands who transcend their sport. Leading individual athletes nearly £100m a year, and some sports teams are valued at over £5bn.The industry is not without controversy, widespread corruption has been uncovered in recent years, doping scandals, greenwashing and sport as a component of geopolitics.  In this module, students will learn to situate a new business idea within this context.Taking an industry led approach, students will learn about industry analysis and key techniques to find and analyse relevant data. Working in teams of ‘sports consultants’ students will undertake a comparative macro-analysis of different sport industries of their choice subject to approval.  The ‘sport consultants’ will apply theory and frameworks such as PESTLE, Porter’s Five Forces, and stakeholder analysis, to industry practice, and identify trends, challenges, and sustainability issues in the sector. Working as a team, they will present their findings in the form of a group presentation.Students will take a holistic approach to learning about innovation in the sports industry. They will develop research and critical analysis skills, increasing their knowledge and understanding of the industry, whilst developing practical skills through industry-based tasks, working in teams, and delivering a presentation.Students will then work independently and select an organisation of their choice in the industry.  Taking an entrepreneurial approach, using creativity, applying market research and analysis skills, they will develop a new product/service for the organisation. They will then evaluate their idea and create a marketing strategy for the venture.Finally, students will reflect on the module, the skills they have developed and how they can apply what they have learnt and developed in their future career.  This will specifically focus on how students have developed entrepreneurial and creative skills when proposing an intrapreneurial innovation for a business venture in organisation.  The unit aims to provide students with an introduction to the professional sports industry, an understanding of how to apply an entrepreneurial approach to innovation, the development and marketing of new products/services, and incorporating sustainable development goal into the venture.Sports business is a growing industry valued at over £400bn. Sports content is broadcast to TVs, tablets and phones across the world simultaneously, with over 3.5 billion people watching and engaging with global sporting events, nearly half the world population.The globalisation and commercialisation of professional sport has seen sports teams and athletes develop into global brands who transcend their sport. Leading individual athletes nearly £100m a year, and some sports teams are valued at over £5bn.The industry is not without controversy, widespread corruption has been uncovered in recent years, doping scandals, greenwashing and sport as a component of geopolitics.  In this module, students will learn to situate a new business idea within this context.Taking an industry led approach, students will learn about industry analysis and key techniques to find and analyse relevant data. Working in teams of ‘sports consultants’ students will undertake a comparative macro-analysis of different sport industries of their choice subject to approval.  The ‘sport consultants’ will apply theory and frameworks such as PESTLE, Porter’s Five Forces, and stakeholder analysis, to industry practice, and identify trends, challenges, and sustainability issues in the sector. Working as a team, they will present their findings in the form of a group presentation.Students will take a holistic approach to learning about innovation in the sports industry. They will develop research and critical analysis skills, increasing their knowledge and understanding of the industry, whilst developing practical skills through industry-based tasks, working in teams, and delivering a presentation.Students will then work independently and select an organisation of their choice in the industry.  Taking an entrepreneurial approach, using creativity, applying market research and analysis skills, they will develop a new product/service for the organisation. They will then evaluate their idea and create a marketing strategy for the venture.Finally, students will reflect on the module, the skills they have developed and how they can apply what they have learnt and developed in their future career.  This will specifically focus on how students have developed entrepreneurial and creative skills when proposing an intrapreneurial innovation for a business venture in organisation.  This unit provides an introduction to the sports industry focussing on innovation, marketing strategy and sustainability. The aim is for students to develop intellectual skills and a deeper understanding of relevant theory and concepts by adopting an entrepreneurial approach in the sports industry.Students will gain an understanding of innovation, leadership, new business ventures, marketing, industry structures, organisations, and stakeholders as well as challenges to entrepreneurial activity and sustainable value creation. On successful completion of the unit, you will be able to:Understand the role of entrepreneurship in the context of innovation and business development, in the sport industryDemonstrate an understanding of how to analyse market trends, challenges, innovation, and sustainability issues in the sport industryDemonstrate knowledge and understanding of what business models and marketing is, and how this can be applied in the sports industryApply the tools of strategic management, analyse the position of an organisation, and determine the options available to an organisation, in the context of the sport industryDemonstrate a knowledge of sustainability issues within the context of business development and both environmental and social responsibility Understand the role of entrepreneurship in the context of innovation and business development, in the sport industry.Demonstrate an understanding and how to analyse market trends, challenges, innovation, and sustainability issues in the sport industry  Demonstrate knowledge and understanding of what business models and marketing is, and how this can be applied in the sports industry.Apply the tools of strategic management, analyse the position of an organisation, and determine the options available to an organisation, in the context of the sport industry.Demonstrate a knowledge of sustainability issues within the context of business development and both environmental and social responsibility.  Evaluate and apply a holistic and systemic approach to investigating complex, open-ended problems using analytical skills and industry analysis.Work across traditional disciplinary boundaries in order to develop innovative strategies and proposals.  Assess and apply a framework to employ problem solving skills in examining complex, multi-criteria issues that incorporate uncertainty, conflicts of interest and understanding the competitive and social environmentConstruct an argument and business case using creative thinking skills and evaluation of ideas, using critical analysis of data and evidence.  <div class="OutlineElement Ltr SCXW172526808 BCX8" style="-webkit-tap-highlight-color:transparent;-webkit-text-stroke-width:0px;-webkit-user-drag:none;background-color:rgb(255, 255, 255);clear:both;color:rgb(0, 0, 0);cursor:text;direction:ltr;font-family:"Segoe UI", "Segoe UI Web", Arial, Verdana, sans-serif;font-size:12px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:normal;margin:0px;orphans:2;overflow:visible;padding:0px;position:relative;text-align:start;text-decoration-color:initial;text-decoration-style:initial;text-decoration-thickness:initial;text-indent:0px;text-transform:none;user-select:text;white-space:normal;widows:2;word-spacing:0px;">Apply and develop information literacy skillsApply problem solving skills within the context of a team projectResearch and critically analyse information from published literature and internet sources to produce written reports  Create and deliver a presentation using PowerPoint or similar tools.Reflecting and analysing what has been learned through the experience <span class="TextRun SCXW172526808 BCX8 NormalTextRun" style="-webkit-tap-highlight-color:transparent;-webkit-user-drag:none;font-family:Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;font-size:10.5pt;font-variant-ligatures:none !important;line-height:19.55px;margin:0px;padding:0px;user-select:text;" data-contrast="auto" xml:lang="EN-GB" lang="EN-GB">of a team project<span class="EOP SCXW172526808 BCX8" style="-webkit-tap-highlight-color:transparent;-webkit-user-drag:none;font-family:Calibri, Calibri_EmbeddedFont, Calibri_MSFontService, sans-serif;font-size:10.5pt;line-height:19.55px;margin:0px;padding:0px;user-select:text;" data-ccp-props="{"201341983":0,"335559739":200,"335559740":276}"> </div> Work collaboratively as a member of a diverse team, contributing to the development of effective team dynamics and project management processesDevelop skills in structuring, and communicating ideas and proposals, and demonstrate them in the context of an assessed presentation and business style report.Appreciate the value of creativity, leadership, teamwork, and innovation within an organisation.Enhance creative thinking and business research skills.Apply reflective practice to engage in continuing self-improvement in a professional context  Introduction to the Sports IndustryThe Role of Sport: Society and CommercialisationSporting Industries: Analysis and Market ResearchInnovation, Technology and the Sports IndustryAn Entrepreneurial Mindset and Business ModelsSustainability and the Sports IndustryMarketing, Communication and Sponsorship in the Sports IndustrySport for Good? Governance, Ethics and Social EnterpriseSporting Events: Delivery, Impact and Sustainability This unit is delivered face to face.12 x 2 hour Lectures (a mixture of in-person lectures and pre-recorded material)Group Project - Students will work in groups to create and deliver a presentationGuest Speakers will provide expert insight into practice through live and/or pre recorded content 3 Report 70% 7 Oral assessment/presentation 30% Students will have multiple opportunities to get feedback.LecturesStudents will be provided feedback during in lecture activity  They are also encouraged to ask questions throughout, specifically after activities and at the conclusion of topicsDiscussion BoardStudents are able to ask questions and gain feedback by posting questions on the discussion board at any time during the course.Additionally, they are able to submit questions directly via email Formative Assessment – Blackboard QuizStudent will be provided with immediate feedback upon completion of the quizGeneral feedback will also be provided in the lectures following the quizSummative Assessments  Group PresentationStudents will be provided with group feedback based on their presentationStudents will also be provided with general feedback on the cohorts presentation once the presentation have been submitted and assessedIndividual ReportStudents will be provided with feedback following the assessment of their individual report Y Hoyle, R., Misener, K., Naranaine, L.M., & Ordway, c. (2022). Sport Management Principles and Applications (6th Edition) Routledge.Ratten, J. & Ferreira, J.J. (2016). Sport Entrepreneurship and Innovation RoutledgeDesbordes, M., Aymar, P., & Hautbois, C. (2019). The Global Sport Economy, Contemporary Issues RoutledgeOsterwalder, A; Pigneur, Y; Clark, T. (2010). Business Model Generation: A Handbook For Visionaries, Game Changers, and ChallengersKotler, P. and Armstrong, G., (2018). Principles of Marketing (17th Global ed.). Pearson Education Inc.Valentin, E.K., (2014). Business Planning and Market Strategy SAGE Publications.Laasch, O. (2021). Principles of Management: Practicing Ethics, Responsibility, Sustainability 2nd Edition. London: Sage.   0 0 0