Sport Management; Postgraduate Certificate

This programme provides you with an understanding of key management issues in the sport industry. You will study a range of subjects including sport economics, sport governance, sport marketing and sport events, providing a broad background to the sport industry. 

The programme is ideally suited to the needs of executives within football clubs and media organisations, officers of football and sport regulatory bodies, members of supporters' organisations, and local government officials with responsibilities in the leisure field. It will also appeal to those with a general interest in the sport, football and media industries. 

You will take the following four core modules:


Sport Economics


The aims of this module to introduce students to the economics of the sport industry, with special reference to professional football, focusing in particular on the factors that distinguish the sports industries from most other types of industry. Football and other professional league sports differ from standard industries in a number of important ways. Firstly, the product that is offered is partly a ‘league product’ and partly a ‘club’ product - this joint production has a number of important implications for the way the industry is organised and governed. Second, sports leagues usually redistribute income from stronger to weaker clubs in order to promote competitive balance. Hence the industry is characterised by a mixture of competition and cooperation. Thirdly, the nature of the relationships between a football/sport club and different stakeholders is atypical. For example, the customers of football clubs – supporters – have a very high degree of brand loyalty which means that they are unlikely to switch allegiances even when the product being offered to them is poor. Fourthly, unlike most other businesses, football clubs have a dual objective – to win on the pitch and to run the business side of the club. Fifthly, the labour market for football players is unusual in that it has been highly regulated and players have monopoly power over their talent. 


At the end of this course, students should be able to:

  • Demonstrate a thorough understanding of the 'peculiar' economics of sports leagues (Neale, 1964) 
  • Explain the historical development of sport from its roots as a recreational pastime through to its transformation into a major commercial business. 
  • Explain key theoretical issues in sport economics e.g. need to maintain competitive balance, financial stability, integrity of sporting competitions etc. 
  • Reflect on how the application of the key theoretical principles in sport economics informs the design of professional sports’ leagues.



Sport Governance and Regulation


This course analyses the governance structures of sport organisations which have been established to enable them to carry out their core management and regulatory functions, making extensive use of case-studies to illustrate the analysis. Whilst the material in the Sport Economics module focuses on the external regulatory functions of sport governing bodies and leagues, notably as they were utilised to organise sport competitions, in the Sport Governance & Regulation module the focus is on examining the internal organizational structure of sport organisations. Critically, the module employs various theoretical perspectives relating to generic corporate governance theory, and more specifically theoretical material relating specifically to sport governance, to assess the extent to which the structure of various sport organisations is appropriate for the strategies adopted by those organisations; and more specifically to assess to what extent these structures allow the sport organisations to meet the needs and expectations of their various stakeholders. 


At the end of this course, students should be able to:

  • Be familiar with the governance challenges facing sport organisations as they seek to meet the needs of their various stakeholders, and be able to present some policy alternatives as to how they might organise themselves most effectively to meet these challenges. 
  • Be familiar with the different organisational structures in the sport industry, in particular those of the Olympic Movement, and of FIFA (the governing body of world football). 
  • Have a thorough understanding of the complexity of the challenges facing senior management and key stakeholders in sport organisations in terms of the corporate governance design of their organisations, and how these organisational designs e.g. board design, stakeholder management systems etc., allow sport organisations to operate to maximum effectiveness. 



Sport Business and Event Management 


Since the 1980s the literature on event management has expanded. Sport events are a subsection within the literature and include mega events such as the Olympics, to major events, showcase events and calendar events. The aim of this module is to demonstrate the increasing importance and commercial significance of the sport event industry. It will introduce students to the need to effectively plan, organise and manage sport events by combining event management theory with practical case study examples and challenges students to critically analyse key sport event issues including the planning process; sport event bidding; implementation; marketing and sponsorship; and impacts and legacies. 


At the end of this course, students should be able to:

  • Demonstrate understanding of the key issues within the sport event industry 
  • Critically analyse the economic impacts of sport events 
  • Evaluate the processes involved in planning and managing a sport event 
  • Critically analyse the reasons why cities and nations bid to host sport events 
  • Identify the emerging trends, issues and challenges facing sport events in the twenty-first century.



Strategic Sport Marketing and the Football Industry


The aim of this module is to provide an introduction to theoretical and practical issues associated with sport marketing. It will review the principles of the marketing mix in the context of sport and identify current research in relevant areas of sport marketing. However the lectures will draw heavily on case-study examples to illustrate these principles and concepts in practice. Topics to be covered include segmentation of the sports customer, the role of promotion, advertising and sponsorship in the marketing of sport, and pricing and distribution strategies. Where appropriate the focus is on the unique application of marketing principles and processes to the sport industry with an emphasis on research-based literature.


At the end of this course, students should be able to:

  • To understand the need for sport organisations to apply a marketing perspective 
  • To identify the need for market research 
  • To critically assess the roles of segmentation, targeting and positioning 
  • To analyse the role of the marketing mix in sport.



Assessment


For each module, an essay of 2500 words (25 per cent of the overall mark) is requested and an unseen, two-hour formal examination (75 per cent). 



Duration


One year part-time. 

Entry Requirements

  • Normally at least a second-class honours degree in any subject area from a UK university or a non-UK equivalent; other qualifications will be considered. 
  • A professional or other qualification obtained by written examinations approved by the College. 
  • Relevant experience, supporting statements and references may be taken into consideration, especially in the case of non-standard applications. 


Fees (2012/2013) Application Fee: €300

Part-time (home/EU students): £3350 pa 

Part-time (overseas students): £4700 pa 

This course is recognized by the Malta Qualifications Council

This course qualifies for the Malta Scholarship Scheme

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