Bachelor of Business – Sports Management

About this unit

This unit aims to teach students to use a range of models and frameworks to facilitate a comprehensive understanding of the challenges and opportunities facing businesses. Students will analyse and evaluate business problems to offer practical, innovative and creative solutions that demonstrate awareness of the impact on people, planet and profit.

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

This unit is found in:

• Bachelor of Business with a Major in Accounting
• Bachelor of Business with a Major in Business Administration
• Bachelor of Business with a Major in Management
• Bachelor of Business with a Major in Marketing
• Bachelor of Business with a Major in Sports Management
• Bachelor of Business with a Major in Logistics and Supply Chain Management

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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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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 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

The purpose of this unit is to build an understanding of how economic, social and political factors influence organisational culture and management practice. Employers today hire those with a sound understanding of their chosen area and an ability to adapt their thinking to meet the needs of their business environment. This requires analysing and assessing our thinking for clarity, accuracy, precision, relevance, depth, breadth, logic and significance with a view to its improvement (Paul & Elder 2007). This unit helps students develop proactive reasoning abilities so they are better positioned to make, and persuasively present informed judgements about contemporary managerial issues. This unit provides students with an opportunity to review, analyse and critique the managerial knowledge and skills necessary to identify problems and make decisions in environments experiencing variable degrees of change. Students will gain insight into the value of developing reflective practice in the workplace.

Content

• Historical approaches to the study of organisations and managerial tasks
• How information literacy underpins and supports managerial thinking and decision making
• The role and application of critical and creative thinking in managerial environments
• Critical thinking competencies
• The role of rational and intuitive thinking in management decision-making
• Critical thinking skills for learning
• Critical thinking skills for dealing with contemporary management issues

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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.

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

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

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

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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 Design (Communications Design), 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.