The course is focused on introducing students to current practical perspectives on the functioning of organizations operating in the sport environment. Students will be exposed to lectures and seminars in the course from a variety of applied sport management perspectives. Students will be presented with the principles and fundamentals of applying management to sport and its enviroment through seminars. Using management methods, students will work in project teams to solve work tasks in the field of sport.
Last update: Voráček Josef, PhDr., Ph.D. (03.02.2025)
Předmět je zaměřen na seznámení studentů s aktuálními praktickými pohledy na fungování organizací působících ve sportovním prostředí. Studenti budou v rámci předmětu vystaveni přednáškám a seminářům z různých aplikačních pohledů sportovního managementu. Studentům budou v rámci seminářů ukázány principy a základy aplikace managementu, marketingu a ekonomie do sportu. Studenti budou, s využitím manažerských metod, v projektových týmech řešit pracovní úkoly z oblasti sportu.
Last update: Opelík Daniel, Mgr. et Mgr. Ing. (28.01.2024)
Aim of the course -
After successful completion of this course, students will be able to:
- orient themselves in the environment of the application sphere of sports management,
- build a project team,
- solve tasks in project teams,
- orient themselves in the field of current applications from the world of various aspects of sports management, including organization, training and promotion,
- analyze and solve practical tasks,
- present the results of solving tasks.
Last update: Voráček Josef, PhDr., Ph.D. (03.02.2025)
Po úspěšném absolvování předmětu bude student schopen: • orientovat se v prostředí aplikační sféry sportovního managementu, • sestavit projektový tým, • v projektových týmech řešit zadané úkoly, • orientovat se v oblasti aktuálních aplikací ze světa sportovního managementu, sportovního marketingu a sportovní ekonomie, • analyzovat a řešit praktické úkoly, • prezentovat výsledky řešení zadaných úkolů.
Last update: Opelík Daniel, Mgr. et Mgr. Ing. (28.01.2024)
Course completion requirements -
Participation in practical seminars (11/14)
Formation of student project teams and joint solution of assigned tasks during seminars
Group presentations of assigned application topic
Last update: Voráček Josef, PhDr., Ph.D. (03.02.2025)
Účast na praktických seminářích
Sestavení projektových studentských týmů a společné řešení zadaných úkolů v rámci seminářů
Skupinové prezentace zadaných aplikačních témat
Last update: Opelík Daniel, Mgr. et Mgr. Ing. (20.01.2024)
Literature -
Schwarz, E., Hall, S., & Shibli, S. (2015). Sport facility operations management: A global perspective. Routledge. Finch, D. J., O'Reilly, N., Legg, D., Levallet, N., & Fody, E. (2021). So you want to work in sports? An exploratory study of sport business employability. Sport, Business and Management: An International Journal. de Schepper, J., Sotiriadou, P., & Hill, B. (2021). The role of critical reflection as an employability skill in sport management. European Sport Management Quarterly, 21(2), 280-301. Wohlfart, O., Adam, S., García-Unanue, J., Hovemann, G., Skirstad, B., & Strittmatter, A. M. (2020). Internationalization of the Sport Management Labor Market and Curriculum Perspectives: Insights From Germany, Norway, and Spain. Sport Management Education Journal, 14(2), 129-141.
Last update: Voráček Josef, PhDr., Ph.D. (03.05.2022)
Štěpaník, J. (2010). Nejčastější chyby a omyly manažerské praxe. Grada.
Dostál, P., Rais, K., & Sojka, Z. (2005). Pokročilé metody manažerského rozhodování: konkrétní příklady využití metod v praxi. Grada.
Faerber, Y., & Stöwe, C. (2007). Vedení lidí v praxi: zlepšete své manažerské dovednosti. Grada.
Schwarz, E., Hall, S., & Shibli, S. (2015). Sport facility operations management: A global perspective. Routledge.
Finch, D. J., O'Reilly, N., Legg, D., Levallet, N., & Fody, E. (2021). So you want to work in sports? An exploratory study of sport business employability. Sport, Business and Management: An International Journal.
de Schepper, J., Sotiriadou, P., & Hill, B. (2021). The role of critical reflection as an employability skill in sport management. European Sport Management Quarterly, 21(2), 280-301.
Wohlfart, O., Adam, S., García-Unanue, J., Hovemann, G., Skirstad, B., & Strittmatter, A. M. (2020). Internationalization of the Sport Management Labor Market and Curriculum Perspectives: Insights From Germany, Norway, and Spain. Sport Management Education Journal, 14(2), 129-141.
Interní materiály vybraných organizací.
Literatura a zdroje doporučené odborníky z aplikační sféry.
Last update: Krupková Dominika, Mgr. (19.04.2022)
Syllabus -
Block 1.
Introducing students to the structure of the course
Requirements for graded credit
(Group work is the core of each session. Debate-based activities are included where applicable.)
The Role of Sport & Its Socio-Economic Environment
Group Activity: Teams analyze different aspects of sport's influence (health, economy, social integration etc). Each group presents their findings. Debate: Is sport more beneficial socially or economically? Each group defends one perspective.
Block 2.
Subjective & Objective Sports Management – Who Makes the Decisions?
Group Activity: Role-playing – groups act as club managers, sponsors, athletes, and federations, negotiating real-world decisions. Debate: Should sports organizations be managed more democratically or hierarchically?
Block 3.
Sports Resource Management – Building a Strategic Plan
Group Activity: Teams develop a resource allocation plan for a sports club (staff, facilities, budgets etc.). Follow-up: Groups present and justify their plans, receiving peer feedback.
Block 4.
Quantitative & Qualitative Factors in Sports Management
Group Activity: Each group analyzes a different dataset (ticket sales, player stats, sponsorship revenue etc.) and presents key insights. Debate: Should sports decisions rely more on data (quantitative) or expert judgment (qualitative)?
Block 5.
Digital Solutions in Sports Management
Group Activity: Each team selects a digital tool (e.g., VAR, wearable tech, AI scouting etc.), analyzes its pros/cons, and presents use cases. Follow-up: Comparison of solutions and discussion on digitalization chances and risks.
Block 6.
Building a Sports Management Matrix
Group Activity: Each team applies a strategic matrix (SWOT, BCG, Balanced Scorecard) to a real or fictional sports organization. Follow-up: Teams critique each other's matrices. Finally, they make an attempt to build one in common.
Block 7.
Periodization in Sports Management
Group Activity: Teams plan a sports team’s yearly schedule, balancing training, rest, and peak performance. Debate: Should athlete training be more science-driven or experience-based?
Block 8.
Risk Analysis as the Basis for Safety in Sport
Group Activity: Crisis simulation – each team handles a different crisis (doping scandal, stadium failure, match-fixing etc.) and presents their response plan. Follow-up: Discussion on best practices in risk management.
Block 9.
Financial Management in Sport
Group Activity: Teams create a budget for a sports club, balancing income (tickets, sponsors etc.) and costs (staff, Logistics etc.). Debate: Should sports be profit-driven or primarily serve social/community purposes?
Block 10.
Ethical Issues & Dilemmas in Sports Management
Group Activity: Teams analyze ethical cases (doping, match-fixing, corruption etc.) and propose solutions. Debate: Should ethics or commercial success be the priority in sports management?
Block 11.
Event Management – Organizing a Sports Competition
Group Activity: Teams design a frame event plan (logistics, marketing, safety etc.) and present it. Follow-up: Peer review of event proposals.
Block 12.
Sponsorship & Marketing in Sports
Group Activity: Teams develop sponsorship proposals for a sports team or athlete. Follow-up: Groups pitch their sponsorship ideas and receive feedback.
Block 13.
Fan Engagement & Sports Media
Group Activity: Teams analyze real-world examples of fan engagement strategies (social media, in-game experiences) and create their own. Follow-up: Comparison and critique of proposed engagement plans.
Block 14.
The Future of Sports Management – Trends & Innovations
Group Activity: Research and presentation on future trends (AI, sustainability, metaverse sports etc.). Debate: Which future trend will have the biggest impact on sports management?
Last update: Voráček Josef, PhDr., Ph.D. (03.02.2025)
Blok 1: Seznámení studentů se strukturou předmětu Požadavky pro klasifikovaný zápočet Aplikace moderního marketingu do sportovního prostředí Základy digitálního marketingu Využití specifik a možností digitálního marketingu ve sportu
Blok 2: Seminář o aktuálních aplikacích v oblasti managementu Moderní aktivity v rámci sportovního marketingu
Blok 3: Základy ekonomických principů Ekonomické aplikace ve sportu a jejich využití pro sportovní subjekty
Blok 4: Sestavení projektových týmů pro řešení úkoly z aplikační sféry Studentské projekty Prezentace a evaluace aplikačních projektů
Last update: Opelík Daniel, Mgr. et Mgr. Ing. (28.01.2024)
