Bachelor of Business – Sports Management

About this unit

This unit provides a framework to learn accounting concepts. Students will learn how accounting concepts can be applied in business and provide useful information for evaluating and decision-making. Whatever aspect of business students intend to specialise in, they will need to be familiar with the concepts and principles underlying the practice of accounting. Such knowledge will enable students to understand the importance of financial information in decision-making and thereby provide them with the necessary financial literacy for their future roles in the world of business.

Content

• Business Reporting - Financial reporting – Introduction to financial reports and their use in decision making
• Business Reporting - Recording & reporting business transactions using accrual accounting
• Business Reporting – Preparation and use of Cash Flow Statement
• Performance Assessment - Analysis & Interpretation of Financial Reports
• Performance Assessment - Introduction to Performance Evaluation – business unit & business unit manager
• Business Planning - Role of Budgets & Budget Preparation – focus on cash budget
• Business Planning - Revenue & Cost Determination
• Business Planning - Cost Behaviour & Cost Volume Profit Analysis (CVP)
• Business Planning - Operational Decision Making.

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About this unit

Explore microeconomic and macroeconomic theories and how these are applied practices. Bridge the gap between theory and practice in the context of today’s changing technological landscape by applying analytical skills to address industry and government case studies. Learn how prices and output are set by firms to maximise profit; how key macroeconomic indicators are employed to assess economic conditions by business decision-makers; and what ESG (environmental, social and governance) policies and best practices are available to deal with different types of market failures.

Content

• Economic concepts of opportunity cost and comparative advantage
• Demand and supply
• Elasticity and its applications
• Production, costs, and technological changes
• Market Structures: perfect competition, monopoly, monopolistic competition, oligopoly
• Externalities and ESG (environmental, social and governance) policies
• GDP, inequality, growth and technological innovations
• Unemployment and inflation
• Aggregate demand and aggregate supply analysis
• Monetary policy
• Fiscal policy.

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About this unit

Learn how technology can be used to assist business in the era of digitalization, without the technology becoming an end in itself. In particular, the unit aims to generate an awareness of the importance of digital technologies and information to organisational decision-making. Further, we examine how managers and practitioners can ensure the fitness-for-purpose of digital technologies and information to the decision makers such that business might gain a competitive advantage in digitalized world. Students gain a strong foundation of business systems fundamentals and an appreciation of how digital technologies impact business stakeholders, customers, suppliers, manufacturers, service makers, regulators, managers and employees.

Content

• Organisations in the digital economy
• Digital technologies: their evolution to current role and purpose in business and society
• System development methodologies for designing and implementing digital technology solutions
• Data and information management in the digital economy; ethical, cultural and security issues
• Business processes and their evolution through digital technology innovation
• E-Commerce networks and commercial internet-based applications and platforms
• Digital technologies to support business transactions and processes and enterprise systems
• IS to support managerial decision making, business intelligence, business analytics, and knowledge management.

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About this unit

Gain foundational knowledge and skills concerning the role and functions of management. These frameworks support a critical analysis of individual or organisational operations and performance in the light of business opportunities and pressures, societal expectations and environmental contingencies. These insights enable students to identify their role as future managers, and to map their contribution to creating value at both an individual and organisational level.

Content

• Introductions to organisations and management
• The role and functions of managers in complex environments
• The conceptual, interpersonal and technical skills used by managers to respond to environmental pressures
• The impact of environment and organisational culture
• The evolution of management theory in relation to changing contexts
• Creating value for the organisation and the wider community.

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About this unit:

This unit aims to introduce key marketing concepts and their application to modern business. Understanding the role of marketing will aid understanding the interconnections it has with other business disciplines, as well as providing a strong philosophical foundation for further studies in marketing. In addition, this unit provides students with the opportunity to develop generic skills. The unit provides students with a series of learning opportunities designed to explore basic business and Marketing concepts from a variety of viewpoints including theoretical and applied perspectives.

Content

• An overview of marketing
• The marketing environment
• Buyer behaviour
• Segmentation, targeting and positioning
• Marketing information and research
• New product/service development
• Branding, goods and services
• Marketing channels and logistics decisions
• Integrated marketing communications
• Pricing
• Marketing ethics.

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About this unit

This unit has originated from a desire to give students an inspirational and engaging educational experience at the commencement of their business degrees. Infused with real world examples, the unit aims to develop an understanding of innovation practices and confidence and capability in communicating online within professional and academic settings. The unit focuses on innovation, communication, self-awareness and professional identity and the creation of a personal development plan.

Content

• Build confidence and capability in communicating online
• Develop a strong passion for business and innovation
• Develop the ability to be original, creative and forward thinking
• Establish and propagate their own brand and identity, and demonstrate increasing self-awareness.

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In this unit, you’ll work in teams on a real-life client brief. With guidance from an experienced coach, you’ll present your findings to one of our industry partners.

About this unit

The unit provides an opportunity for students to apply skills and engage in a consulting project for an industry partner. Multidisciplinary teams will work on a live problem solving project from profit or not-for-profit enterprises operating in either private or public sectors. Teams will work under the guidance of a coach with project specific inputs from the industry client briefs. In the final week, teams will deliver their findings and recommendations to industry partner through an oral presentation and a written report. The unit aims at facilitating a successful transition from academic learning environment to work environment.

Content

• Applying discipline knowledge to a real-world context
• Principles, overviews and discipline issues that relate to the project context
• Interpreting and responding to project briefs
• Team dynamics, management tools and processes
• Communications issues and stakeholder expectations
• Research methods
• Critical and reflective practices
• Documenting project developments and recommendations.

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About this unit

This unit of study aims to equip students with the skills, capabilities and experiences which will maximise their potential to secure employment and progress in their careers. It provides students with essential career development, planning skills and knowledge by concentrating on 'employability' in the context of the world of work. The design of this unit is focused on the development of capability to gain employment and progress careers by providing opportunities for students to critically reflect on skills and strengths and market themselves effectively online, in a resume and at job interviews.

Unit learning outcomes

• Reflect upon, analyse and communicate personal skills, attributes, strengths and values in a job readiness and career progression context.
• Analyse and summarise required skills and opportunities for employment in a chosen industry.
• Identify and demonstrate employability skills for job readiness and career progression.
• Develop and prepare a discipline-specific career path plan.
• Demonstrate an understanding of career theory, planning and management, and relevant industry and labour-market trends.

This unit can be studied as an elective with any bachelor degree.

• Business
• Psychology
• Education
• Social Science
• Design
• Media and Communication

About this unit

This unit aims for students to use a range of models and frameworks to facilitate a comprehensive understanding of the challenges and opportunities facing today’s business. Through this holistic application students will analyse and evaluate business problems in order to offer practical, innovative and creative solutions which display awareness of the impact of such decisions on the organisation’s triple bottom line, that is, people, planet and profit. Advanced Innovative Business Practice is the first of the two mandatory capstone units of the Bachelor of Business.

Content

• Contemporary innovation frameworks and business models to facilitate creative problem solving
• Practical application of disciplinary knowledge to business contexts
• Ethical business practices
• Stakeholder considerations
• Integrated reporting factors
• Cultural diversity and sensitivity
• Professional team dynamics and team performance
• Advanced presentation and communication skills
• Reflective examination of personal learning.

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About this unit

This unit provides students with an opportunity to apply and build upon knowledge and skills developed during their studies in a workplace setting. The unit prepares students for transition to professional practice and careers in the current and future world of work. Students will engage in and recognise and reflect on professional, ethical, sustainable, and inclusive practices in their workplace. This unit will support the development of students' professional knowledge, capabilities and career management through observation, participation, and reflection in a range of work integrated learning tasks and assessments.

Content

Students will:

• Be supported to contribute knowledge, skills and practices from their university studies into a professional context relevant to their disciplinary course of study.
• Required to demonstrate an understanding of the connection between academic knowledge, practical application and critically reflect on this professional experience in relation to future practice and career.

Topics for the unit comprise:

• Planning for learning and career
• Professional reflective practice
• Ethical, sustainable, and inclusive professional practice
• Professional networking
• Planning for professional future and career.

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About this unit

This unit explores the nexus between sports, advertising and media. Students will gain an understanding of how sport and advertising function, how they operate in the broader context of television and social media, and the ways in which they impact on ideas of race, nation, audience and merchandising. Students will investigate how social media enables fan engagement with sporting organisations, sports stars and each other, and the implications of this engagement for advertising and sponsorship. The unit will also equip students with the tools necessary to analyse and create a social media sports campaign.

Content

Students who successfully complete this unit will be able to:

• Identify how sport, advertising and media are central to an understanding of ourselves and the society of which we are a part;
• Demonstrate an understanding of the connections between professional sports organisations, social media and fan engagement;
• Critically analyse various social media platforms and campaigns utilised by sports organisations, teams and individual sports stars;
• Construct a social media sports campaign.

This unit is found in:

• Bachelor of Media and Communication with a Major in Media Studies
• Bachelor of Media and Communication with a Major in Public Relations
• Bachelor of Media and Communication with a Major in Advertising

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About this unit

This unit aims to identify the scope and scale of events then emphasise their importance, either as a catalyst for economic development, or as a generator of social cohesion. The next stage of the unit is to examine the multi-faceted functions of event management from conceptualisation, through to planning, risk management, and marketing. Finally, students will highlight both positive and negative impacts of events and advance sustainability as an overarching objective.

Content

• A demonstration of the diverse nature and size of events
• An examination of the differing objectives and outcomes from various types of events
• The roles and motivations of various stakeholders
• Conceptualising and determining the feasibility of events
• Funding and sponsorship
• Planning, staging, and managing events
• Operations and logistics
• Legal, ethical and risk management
• Image and branding
• Event promotion, advertising, and public relations
• Impact assessment and amelioration.

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About this unit

This unit introduces students to the varying aspects of government and corporate involvement in sport. It determines the relationship between corporate groups, sports organisations and government bodies to examine the potential for growth within these sectors. The unit focuses on recreational and professional agencies responsible for the organisation and delivery of sport throughout Australia and examines in detail their roles, functions and opportunities. View further information on this unit.

Content

• Aspects of government and corporate involvement in sport
• The relationship between corporate groups, sports organisations and government bodies and the potential for growth within these sectors
• Recreational and professional agencies responsible for the organisation of sport
• The roles, functions and opportunities in the delivery of sport throughout Australia.

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Equip yourself with the essential knowledge sports managers use to promote their sport, club, team, code, association or event, in a highly competitive market.

About this unit

This unit introduces marketing as an integral part of sport business, the delivery of sport services and the building of sport brands. In the sporting environment, there is a growing need to understand the roles of marketing and branding, and how they may be applied at diverse levels of sport, and for different types of organisations. This unit provides the principles and tools for sports marketing, utlising a strategic sport marketing process, that represents the essential knowledge that managers require to favourably position their sport organisation, club or team, code, event or related service in the highly competitive sport market.

Content

• Introduction to sport marketing and brands
• Strategic sport-marketing processes
• Sport consumers, research and strategy
• Sport brands, products and services
• Sport and pricing strategies
• Distribution: place and media distribution in sport
• Sport promotion
• Sport sponsorship
• Implementation, ethics and future trends in sport marketing.

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About this unit

This unit introduces students to data analytics (finding meaningful patterns in data sets) and its use in a range of sport business contexts. Students will gain experience in how to source and appraise data captured in various sport settings and learn foundation analytics and statistical techniques to help support and facilitate decision-making. Students will gain hands-on experience in problem conceptualisation, analysis and communicating evidence from sport business data settings including match day performance, stadium and event operations and attendance, finance and pricing, media consumption, sponsorship, and participant, customer and member experience. A focus on understanding and building capacity and capability for progressing data-focused sport organisations is included in the unit.

Content

• What is Analytics? foundations and building blocks of analytical organisations
• Complex data and the 'data age' of sport business
• Data sources, management and infrastructure
• Problems and questions in the sport business setting
• Statistics, simulation and modelling
• Geospatial and temporal data analysis
• Knowledge discovery in databases and data mining
• Communication and visualisation of data
• Sports analytics applications I: events, operations and consumer experience
• Sports analytics applications II: marketing, sponsorship and media
• Sport analytics applications III: finance, pricing, organisational and HR
• Towards data and analytics focused sport organisations.

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About this unit

This unit addresses the role of leaders and leadership, including governance and legal structures, in sport organisations. Leaders in sport organisations can be paid – such as CEOs and senior managers, or voluntary, such as boards of directors. This unit will cover issues of as board performance, governance principles and dual leadership. The unit also examines the unique legal structures in place for the regulation of sporting organisations and competitions.

Content

• Leadership in the Australian sport sector
• Sport Australia governance principles
• Dual leadership – chair and CEO
• Australian sport regulatory framework.

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About this unit

This unit provides the opportunity for students to reflect on the rapidly developing sport industry by exploring seminal and disruptive trends including digitalisation, technology and innovation alongside current economic, commercial, social, environmental and organisational issues in the sport industry. Spanning commercial and participation contexts in local and global settings, students will build on foundational theories of sport management, business and marketing, innovation, leadership and organisations, and sport policy and sociology. The unit focusses on the changing role, operations and value created by and through sport. Especially, how disruptive trends and scenarios will impact organisations, key stakeholders and the delivery of products, services and other sport-based offerings.

Content

Future of sport structures

• Sport in Australia: traditional and emerging sport ecosystems
• Globalisation and the sport business landscape
• Innovation and entrepreneurship in sport business
• Leadership in traditional and emerging sport structures.

Future of sport delivery

• Converging business models and new audiences
• Digital, data and technology: circle of sport consumer innovation
• Sport consumers and consumption: participants, fans and performance
• Sport distribution: new stadiums and media settings.

Future impact of sport

• Role of sport and policy implications: social impact, health and economic value
• Risk and integrity in sport
• Environmental impact of sport-related activities and the impact of ecological developments on sport.

Current and future issues in sport

• Understanding current and future issues
• Forecasting and designing solutions.

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About this unit

Gain essential knowledge and skills to appreciate the critical role Australian and global businesses play in sustainability, social change and making social impact. The unit enables students to make a logical connection between business activities and their impact on the environment and society. The unit prepares students to think, plan and implement business initiatives as they relate to sustainability to ensure meaningful, positive social impact. The overarching aim is to develop future graduates with a commitment to achieving social and planetary wellbeing guided by Indigenous knowledge and knowledge systems which are foundational to Australia’s intellectual, social and cultural capital.

Content

• The histories of sustainability and social impact: the rise of the Australian and global wicked problems
• The ethics of sustainability and social impact, historical issues with the Australian global wicked problems
• Social change and impact – the contemporary social economy and doing social ecological good
• Social impact across sectors
• Using local and global frameworks and tools for evaluating and measuring social impact
• The historical and contemporary values of leadership for social change reflecting the goals of a just and reconciled nation
• Sustainability and social impact: the role of public sector and a civil and just society to mitigate the local and global effects of climate change
• Predicting the future of business, social change and impact.

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About this unit

The primary aim of this unit is to explore the use of marketing communication to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process, and the practical business processes necessary to achieve and measure defined communication goals. In particular, students will be able to understand the integrated nature of communication and develop a full appreciation of advertising, sales promotion, public relations, publicity and direct marketing in a digital and contemporary environment.

Content

• Introduction to integrated marketing communications and communications strategy
• Forms of communication and the communication process
• Who to communicate to and what to communicate: segmentation and objectives
• Industry roles in IMC
• Advertising strategy and planning
• Creative advertising and effective integration
• Where to communicate: Media
• Interactive and digital media
• Media strategy, planning and buying
• Other forms of IMC: Sales promotion, direct marketing, PR and publicity, sponsorship
• Global campaigns and ethics
• Campaign evaluation and budgets.

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About this unit

Global Media Industries will compare worldwide trends in the design, marketing, and regulation of media products and services in sectors such as entertainment, telecommunications, journalism, and communication for development. Case studies of leading brands and innovative start-ups demonstrate how media organisations manage multinational operations and adapt content to local markets. Students will refine their skills in intercultural communication and explore how interest groups use media to influence public opinion on culturally sensitive issues such as immigration, religion, and terrorism. The unit aims to increase students’ employability in domestic, foreign, and international job markets by learning from the communication practices of diverse stakeholders in global media environments.

Content

• Governance, industry, and theoretical frameworks for conceptualising global media and communication
• Analysis of various media industries, global trends, and local contexts
• Case studies of media organisations and issues of global public communication.

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About this unit

This unit covers the management perspective of contemporary data management (particularly big data) issues in an organisational/ business context. Students will be introduced to issues that arise when data is gathered from multiple sources in various formats for many diverse purposes, as well as the relevant managerial, organisational, governance and Information Technology (IT) strategy issues.

Content

• Contemporary issues in Data management
• Big Data, structured (records) vs unstructured (free-text) (may use open data, web crawler/scraping, SM feeds), Data Warehouse, Data Mart
• DB Storage, Cloud Storage, Master Data Management etc.
• Enterprise data life cycle, data governance
• Infrastructure and Architecture
• Data quality, relevance, data relationships (and/or relationships between datasets), value of data
• Cloud-based Data/Database service providers & models (i.e., IaaS)
• Sourcing & acquisitions of services, SLAs
• 'Other issues': legal, ethical, security.

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About this unit

This unit focuses on deepening students’ knowledge and skills in strategic planning by providing a practical and critical approach to formulating and implementing corporate, business and functional strategies. Through application of theoretical frameworks to real-world information, students will learn how strategic approaches can be aligned and integrated with business planning. Learning from this unit enables and guides decision making in both the domestic and global environments. This unit will prepare students to respond to challenging environments, take advantage of emerging opportunities, and encourage strategic thinking to develop an effective and sustainable organisational strategy.

Content

• Strategic competitive analysis
• Strategy formulation
• Strategy evaluation and control
• Developing strategic capability
• Corporate strategy and innovation
• Strategic management, technology and innovation
• Game theory and business strategy
• Strategy in international context
• Emerging issues in strategic management
• Linking corporate and business strategies, such as workforce strategy.

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About this unit

This unit of study aims to equip students with the skills, capabilities and experiences which will maximise their potential to secure employment and progress in their careers. It provides students with essential career development, planning skills and knowledge by concentrating on 'employability' in the context of the world of work. The design of this unit is focused on the development of capability to gain employment and progress careers by providing opportunities for students to critically reflect on skills and strengths and market themselves effectively online, in a resume and at job interviews.

Unit learning outcomes

• Reflect upon, analyse and communicate personal skills, attributes, strengths and values in a job readiness and career progression context.
• Analyse and summarise required skills and opportunities for employment in a chosen industry.
• Identify and demonstrate employability skills for job readiness and career progression.
• Develop and prepare a discipline-specific career path plan.
• Demonstrate an understanding of career theory, planning and management, and relevant industry and labour-market trends.

This unit can be studied as an elective with any bachelor degree.

• Business
• Psychology
• Education
• Social Science
• Design
• Media and Communication

Elective units are what turn a degree into your degree. They are units that you choose to tailor your course to suit your strengths, interests and career goals. Take a look at the availability of the elective units we offer online.

Why do you need to study electives?

Through elective units you can explore subjects of interest that may not be included in the core structure of your degree. The electives you choose will enrich your understanding of your field of study and shape the way you think about the core units in your degree. Electives can be an opportunity to further specialise in a particular area or diversify your knowledge base.

When should you choose your electives?

It’s a good idea to plan your electives at the start of your degree – this way you get a clear idea of what you’ll have completed at the end of your studies. However, if you’re unsure what to choose, or need more time, you do have the option to select them as you go.

How do electives work?

Electives can be chosen from a wide selection of Swinburne Online courses. And there are two ways that students select them: You can broaden your knowledge by selecting units from a variety of focus areas Here's an example of how a student studying a Bachelor of Communications (Media Studies) might choose to broaden their knowledge by choosing a mix of electives from courses such as Bachelor of Business (Marketing), Bachelor of Social Science (Criminology) and Bachelor of Education (Early Childhood). ELECTIVES

• Contemporary Design Issues
• Introduction to Business Information Systems
• 20th Century Design
• Fundamentals of Marketing
• Sociological Foundations
• Introduction to Management
• Understanding Language and Literacy
• Introduction to Business Law

You can further complement your core studies by choosing electives from a similar discipline Here's an example of how a student studying a Bachelor of Business (Marketing) might choose to further specialise by selecting electives from similar disciplines, in this instance Management and Sports Management. ELECTIVES

• Introduction to Management
• Introduction to Sports Business Management
• Critical Thinking in Management
• Sports Marketing
• Business and Society
• Business and Society
• Organisational Behaviour
• Sports Clubs and Facilities Management

If you'd like to start thinking about the electives that you will build into your degree, visit the list of Swinburne Online Courses.