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

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