Course Objectives

This course attempts to analyse the relationship between sport and society. Students are given the opportunity to examine closely how cultural and historical variations in sport develop through interaction with society, and how this affects the practice of sport by individuals and various social groups.

Course Description

Central themes within the field of sports management will be approached in the light of sociological concepts and perspectives. The following themes will be discussed, among others: the development of modern sports, education and sport, sport and nationalism, sport and health, sport and the body, politics and sport, and gender and sport. In addition, Sports Management will be illuminated through concepts and perspectives from strategy and marketing literature.

The course is divided into four main parts:

• Introduction

An orientation on how and why sport as a social phenomenon may be described and explained through the use of various social-science concepts, perspectives and theories.

• The distinctive nature of sport

A discussion of how the characteristics of various sports are expressed through activities, organisational forms and sports facilities.

• Sport and other institutions

An analysis of the relationship of sport to education, politics and market forces, both nationally and internationally.

• Sports and the market, including:

I Reaching the public

1. The challenge in relation to the fans
2. Sport in trouble
3. How the fans relate to each other
4. Connecting with the fans

II Brands

1. Re-invention of sportswear brands
2. Developing sports brands
3. Implementing changes in sports brands
4. Communicating sports brands

III Surviving in the sports market

1. Maintaining the relationship to the fans
2. Case studies
3. The future regarding the relationship to the fans

Learning Methods

The course comprises approximately 40 hours of lectures.
The subject material will primarily be presented in the form of lectures. Students are encouraged to participate and discuss the subject material, which will be made tangible through associations drawn from the students’ own experiences. Course literature will be made readily available, so that the students will be able to prepare for lectures, participate in discussions, ask questions and make comments on the subject material. The course will focus on current sports events and championships, which will be done through case studies and discussions.

Assessment Methods

A group assignment including presentation, which counts for 40% of the final grade. An individual 3-hour written examination, which counts for 60% of the final grade.

Minor adjustments may occur during the academic year, subject to the decision of the Dean