Sports Management and Marketing Course

Sports Management and Marketing

The course in Sports Management and Marketing comprises core subjects and two streams of subjects. Students have to take all core subjects and both subject streams. The structure of the course is:

Core subjects: Business
Stream One: Marketing or Management
Stream Two: Sports Management

SPORT MANAGEMENT STREAM

Sport and Recreation Industry in Australia
An overview of the sport and recreation industry including its social and economic significance, historical development and future trends, and the major features of the wide range of amateur and professional sporting clubs and associations that exist in Australia..

Participation in Sport, Leisure and Recreation
A study of how social, demographic and lifestyle factors influence participation patterns in sport, leisure and recreational activity in Australia. This subject examines the effect that gender, culture and national identity, in conjunction with employment, health and financial considerations have on preferences for sport by participants and spectators.

Sports Marketing
The application of marketing strategies to sporting events and sport businesses. Students examine the special techniques necessary to promote and price sport and recreational activities to spectators, sponsors and potential participants. Extensive use of case studies includes methods of securing and maintaining corporate sponsorship, developing media relations, press conferences and the use of public relations techniques.

Venue Management
Procedures in managing a sports or recreation venue such as a stadium, swimming centre or gymnasium. Topics include: compiling a resource register; staging events; security and crowd control; maintenance and upgrading of equipment; evaluating future facilities and physical resource needs; coordinate client services for the event users; utilise emerging technology; apply occupational health and safety principles; minimise waste and pollution.

Sport and Recreation Event Management
A practical approach to the planning, organising and staging of sport and recreation events. Students learn how to research and arrange venues, attract participants and spectators, and conduct the event program. Topics include risk analysis, and promoting and marketing of events via sponsorship and media coverage.

Law and the Sport and Recreation Industry
Laws applicable to the sport and recreation industry, procedures involved in forming and incorporating a sporting organisation, injury liability, laws applicable to licensed gaming activities, risk management strategies, functions of employment contracts, procedures established for tribunal and disciplinary action and equal opportunity and anti-discrimination legislation.

Managing Sport and Recreation Organisations
This subject applies the knowledge gained in the business core areas to the administration and management of sport and recreation organisations. Students examine factors that affect the day-to-day operation and long term viability. They learn how to implement systems and procedures to manage staff, volunteers and physical resources. Emphasis is given to the importance of financial management, project coordination, developing marketing strategies and promoting innovation and change. Content is enhanced by the use of case studies of a wide range of Australian and International sporting and recreation organisation.

BUSINESS CORE SUBJECT AREAS

Entrepreneurship
This subject provides both principles and practical applications involved in entrepreneurship. Areas addressed include: developing products and services for new ventures; business plans; market evaluation; sources of finance including venture capital; public relations; entrepreneurial management; high technology entrepreneurship; creativity and growth strategy.

e-commerce
This subject provides experience in developing business applications on the Internet. Areas addressed include: the impact and potential of emerging technologies; hardware and software issues; how to use the Internet to improve business procedures and trade; doing business on the Internet including banking, accounting, marketing, distribution and finance; legal issues related to e-commerce; Internet security and encryption; advertising, promotion and web page design.

Introduction to Accounting
This subject covers the role and function of accounting in business. It introduces students to the basic principles of accounting, financial statements, payroll systems, double-entry bookkeeping and bank reconciliation statements.

Introduction to Business Computing
This subject introduces students to computing applications in business and discusses the effects of information technology on business. Computer applications covered include: word processing, spreadsheets, database systems, accounting, communications, integrated applications and desktop publishing.

Introduction to Management
A study of the management processes used by both large and small businesses and introduces students to the management skills required to achieve organisational goals. It examines Australian and international management systems, the evolution of organisational cultures and how management structures influence performance and profitability. Also covered are the historical and contemporary schools of management theory and, by using case studies, the concept of the ideal manager is explored in meeting the multiple goals of business performance, social responsibility and management ethics

Introduction to Marketing
The basic principles of marketing and fundamental marketing concepts and functions, role of marketing in the economy, consumer orientation, value creation and quality management in marketing.

Australian Business Law
An overview of business law in Australia with emphasis on the law of contract and employment legislation, law and society, court structures and roles, law of torts, law of contract, employment law and company law.

Business Communications
This subject development students’ communication skills in both verbal and non-verbal communication and in writing effectively in the business environment. It also covers internal and external communication in a business organisation and develops research skills.

Business Economics
This subject provides students with a broad coverage of macroeconomic and microeconomic concepts. It introduces students to economic theory applied to the economic policies and decision-making of a business organisation. It also examines the constraints operating in the real world, including those of a political, legal and constitutional nature, as they apply to the everyday operations of business.

Customer Service
This subject develops interpersonal relations and communication with clients including identifying and anticipating customer service needs, adapting to social and cultural differences, handling objections and complaints, personal presentation, listening skills, product knowledge and promotion of products and services.

Human Resource Management
Examines human resources within the total management structure of an organisation.Topics include: strategic human resource management; the role of human resource department; role of the human resource manager in job analysis, recruitment and selection, performance appraisal; career development, training of groups and individuals; occupational health and safety, and workplace relations legislation in Australia.

Keyboarding/Word-processing
Students develop professionally-acceptable typing speed and standards. Instruction is by professionally-trained teachers and practice is provided by a computer-based training system. The course also covers standards expected in the presentation of copy and manuscripts.

Job Seeking and Career Planning
Studies the range of employment opportunities throughout commerce and industry and encourages students to set personal career goals. Skills developed include job application letters and telephone calls, professional resumes, job interview techniques, personal job search campaigns and long-term career orientation.

MARKETING STREAM

Promotional Marketing
This subject focuses on the two major areas of marketing communication — advertising and promotion — as the primary communication methods used to inform consumers of the types of products and services available, as well as to attract them to make buying decisions.

Project Management
This study area teaches students to: analyse project briefs and prepare project plans; establish project team requirements, resource availability and costs; manage and evaluate projects.

Consumer Behaviour
An overview of marketing information systems and their effectiveness in predicting consumer response to a range of marketing strategies. Students examine primary and secondary data sources, observation techniques and design and implement market research surveys.

Personal Selling and Presentations
This subject examines how to develop a sales strategy. Topics include: consultative selling in marketing; consumer motivation; listening and questioning skills; handling objections; selling in different fields; negotiation; group presentations using audio-visuals.

Strategic Marketing
This study area covers: the strategic marketing process; SWOT and Issues analysis; portfolio planning; industry structure models; growth strategies; international marketing; information gathering and analysis.

Direct Marketing
This study area covers: direct versus general marketing; direct marketing functions and applications; offers in direct marketing; direct marketing; measurement techniques; fulfilment.

International Marketing
The application of marketing principles to the international business environment. Students learn how to plan a marketing campaign to take advantage of world markets and examine how economic, political and cultural differences affect promotional, pricing and distribution strategies.

Business Enterprise Project
Students gain hands-on experience in setting up and operating a business. In compliance with current Australian corporate legislation, students form a company, register a business name, develop, produce, market, promote and sell a real product and supervise accounting records, shares issue and declaration of dividends.

MANAGEMENT STREAM

International Business
The role of the contemporary manager in the expanding global business environment. Extensive case studies are utilised to demonstrate how management is influenced by the international geopolitical climate in decisions to expand offshore, invest in overseas businesses, encourage capital inflow and develop a multinational marketing focus.

Strategic Management
This study covers the application of strategic management in enterprise; strategic planning; strategic management models; internal/external analysis; competitive analysis.

Financial and Investment Management
This subject covers financial analysis and the maximisation of wealth through financial management for the non-accounting manager. It provides the knowledge and skills to establish standards of control and measure to ensure achievement of a firm’s financial objectives.

Management Computer Applications
Students use software in simulated management situations and builds on the knowledge and skills gained in Introduction to Business Computing and Introduction to Management.

Quality Management
The concept of quality management and how it affects the relationship between management and the objectives of an organisation. Topics include: quality systems, processes and programs and quality assurance through analysis of case studies. Quality principles are applied to the relationship of the business to its market via a customer focused sales management strategy.

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Location: Level 1, 175 Liverpool Street, Sydney, 2000 Postal Address: PO Box 433, Paddington NSW 2021 Australia Telephone, local: (02) 9360 2033 Fax: (02) 9331 7368 Telephone, international: 61 2 9360 2033 Fax: 61 2 9331 7368
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