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Specialization Degree in Sports Management and Marketing

INDEG-ISCTE Executive Education • ISCTE Business School

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ECTS

Schedule

Daytime

Duration

1 Year

Language

Teaching type

In person

Tuitions EU Students

Tuitions Students outside EU

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INDEG-ISCTE Executive Education

ISCTE Business School

home Edifício 3, Gabinete 237

email ibs@iscte-iul.pt

call (+351) 210 464 014

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Presentation

Programme structure

2021/2022

Unidades curriculares	Semester	ECTS
Project in Sports Management and Marketing 1	1	3.0
Sports Event Organization	1	3.0
Sports Facilities Management	1	3.0
Sports Marketing	1	3.0
Team Leadership	1	3.0
Media Relations	2	3.0
Project in Sports Management and Marketing 2	2	3.0

Recommended optative

Mandatory Curricular Course

Project in Sports Management and Marketing 1

A- Ideas Expression:
- Structure and Express ideas clearly and with impact in oral and written presentations
B- Analyse and problems solving:
- Identify key issue(s) of the company/association/club studied;
- Formulate solutions and recommendations in situations of limited or incomplete information.
C- Knowledge integration:
- Analyze and evaluate organization and sport performance using internal and external information;
- Develop and propose measures to serve and supply the consumers and the organization with efficiency and efficacy.
D- Trends integration
- Construct the sports marketing management approach using market new trends knowledge

1. Project presentation
2. Strategic and operational plan of Marketing
3. Marketing interface with other disciplines
4. Sport Marketing specificities
5. Extern analysis presentation
6. Internal analysis presentation and global competitive evaluation synthesis

Notwithstanding strict compliance to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time and includes the accomplishment of:
- Project Elaboration and presentation - 80% (required for approval)
- An individual test, with a weighting of 20% and a minimum score of 10 points.
- In this curricular unit does not exist a second exam

Mandatory

McDonald and Wilson Hugh "Marketing Plans: How to Prepare Them, How to Use Them", John Wiley & Sons, 2011

Optional

Dionisio Pedro (coordenação) Manual Prático de Marketing, Exame 1995

Mandatory Curricular Course

Sports Event Organization

OA1. Knowing the basics of sports events, organization model of governing bodies of sport, legislation and most significant figures of the sports industry
OA2. Understand the process of creating and planning major sports events
OA3. Demonstrate understanding of the relevant logistical details
OA4. Be able to develop and implement a risk management plan, according to specific budgets
OA5. Be able to effectively evaluate a major sports events

CP1. Event management definition
CP2. Sport governing bodies
CP3. Industry figures
CP4. Sports events and main promoters in Portugal
CP5. European and Portuguese sport laws
CP6. Stakeholders identification
CP7. Governance model
CP8. Event planning
CP9. Budgeting and cost control
CP10. Marketing a sports event
CP11. Sponsorship and brand activation
CP12. Risk management
CP13. Analysis and evaluation
CP14. Sport Lisboa e Benfica Case Study

Notwithstanding strict fulfilment to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time:
- An individual or group assignment, with a weighting of 30%;
- An individual test, with a weighting of 70% and a minimum score of 10 points.
1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

Mandatory

Optional

Mandatory Curricular Course

Sports Facilities Management

It is essential the need to create structural conditions and materials to better foster, promote and provide quality services and a sports physical activities safely.

At the end of the module, students should be able to:

LO1. Integrate the basic knowledge of framing of spaces and sports facilities;

LO2. Describe the tiplologias ratings and sports facilities;

LO3. Analyze the various stages of the life cycle of sports facilities and mastering the various perspectives and issues raised in the planning, construction, management and maintenance of sports facilities;

LO4. Identify the management models of sporting equipping and explain the ways to optimize resource materials used in sports activities.

PC1. Basics about spaces and sports facilities.
PC2. The types and classification of spaces and sports facilities.
PC3. Indicators for ordering of artificial sports facilities.
PC4. Planning methodologies for sports facilities.
PC5. Planning stages of sports facilities.
PC6. Main parameters for management of sports facilities.
PC7. Upkeep and maintenance of sports facilities.
PC8. Management of sporting equipping.

Notwithstanding strict fulfilment to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time:
- An individual or group assignment, with a weighting of 20%;
- An individual test, with a weighting of 80% and a minimum score of 10 points.
1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

Mandatory

Managing Sport Facilities-3rd Edition - 2015

Optional

Farmer, P.; Mulrooney, A. & Ammon, R. (1996). Sport Facility Planning and Management. Fitness Information Technology inc. Morgantown, USA.

Westerbeek, H., Smith, A., Turner, P., Emery, P., Green, C. & Leeuwen, L. (2005). Managing Sport Facilities and Major Events. Sydney: Allen & Unwin Allen & Unwin.

Mandatory Curricular Course

Sports Marketing

Faculty

José Pedro Dionísio

A. To know the main concepts of the Sports Marketing;
B. To develop a strategy and a Marketing plan for organizations with approach in the Sport (rendering of sportive services and sponsors).

1. Conceptual framework of the Sports Marketing
2. Consumer behaviour
a) Participants
b) Spectators
3. Brand, mission and values
4. Segmentation and positioning
5. Marketing Mix
6. Real Madrid case
7. Sponsorship decisions
8. "Turquel" case
9. Plan Marketing Implementation and control

Notwithstanding strict fulfilment to the program regulation, ongoing evaluation requires a minimal presence in 60% of the classes time:
- An individual or group assignment, with a weighting of 50%;
- An individual test, with a weighting of 50% and a minimum score of 10 points.
1st and 2nd assessment phase - fulfilment of a final exam that will represent 100% of the final score obtained, in this case it will not be considered the continuous evaluation result.

Mandatory

Dionísio Pedro (coord.) Casos de Sucesso em Marketing Desportivo, Livros d'Hoje, Lisboa,

Optional

SHANK, Matthew, Sports Marketing, Pearson, Prentice Hall, Nova Jersey, 2005

Casos e artigos entregues aos alunos.

Mandatory Curricular Course

Team Leadership

OA1 Define what is teamwork
OA2 Identify the rules, principles and advantages of teamwork
OA3 Describe, relate and criticize different leadership styles and identify the impact that each has on the team
OA4 Develop strategies to enhance the team performance
OA5 Define what is a leader and identify the areas of their competence
OA6 Describe the critical factors in creating great teams
OA7 Identify the advantages of a leader as a "coach"

CP1 How to behave in a team
CP2 Identify the rules, principles and benefits of teamwork
CP3 Recognize the impact of leadership style on team performance
CP4 Strategies to enhance the team for an excellent performance
CP5 What is a leader
CP6 The areas of competence of the leader
CP7 Trust as a foundation of leadership
CP8 How leadership influences the team
CP9 Gains in leadership
CP10 Create great teams
CP11 The leader as "coach"

The periodic evaluation system includes:
- Final written test (80%)
- Individual Project (20%)

Mandatory

O livro de ouro da liderança. Smartbook.2ª edição, 2013

Maxwell J.C. (2010). As 21 indispensáveis qualidades de um líder. Smartbook.

T. Morais e C. Mendonça (2006). Compromisso: Nunca desistir. Lisboa, Booknomics. 6ª edição, 2009.

Optional

Gomes J.F. et al (2008). Manual de gestão de pessoas e do capital humano. Edições Silabo

Robbins S.P. (2005). Organizational Behavior, 11th edition. Pearson Education, Inc.

BooknomicsMaxwell, J.C. (2009).

Lourenço L.; Ilharco F. (2007). Liderança, As lições de Mourinho.

O´Neil W.J. (2004). Sports Leader Success.McGrawHill

Mandatory Curricular Course

Media Relations

OA1. Realize the relevance of the Media
OA2. Be acquainted with the main Media groups
OA3. Be aware of how the Media work in Portugal
OA4. The importance of Organized Data Sources in Information management
OA5. Learn how to create a Media Relations Plan
OA6. Learn how to make a Crisis Management Plan

CP1. The importance of the Media
CP2. Media types and their classification
CP3. Organized Data Sources
CP4. Get to know and deal with the Media
CP5. Crisis Management and Communication

- Individual evaluation - Test - 80%
- Continuous assessment - 20%
The student who has a score of under 10/20 in his/her individual evaluation will not pass.

Mandatory

Mercator XXI: Teoria e Prática do Marketing, LINDON, DENIS, LENDREVIE, JACQUES( 2013)

Optional

- Portugal Hoje, O Medo de Existir - José Gil

- 1984 - George Orwell

- O Triunfo dos Porcos - George Orwell

- Liderança. As lições de Mourinho, Editor: Booknomics

- Ongoing Crisis Communication, Autor: W. T. Coombs, Editor: Sage, London 1999

- Casos de Sucesso em Marketing Desportivo

- Publicitor

- b-Mercator

- Mercator XXI

Mandatory Curricular Course

Project in Sports Management and Marketing 2

A- Ideas Expression:
- Structure and Express ideas clearly and with impact in oral and written presentations
B- Decision and marketing activities planning:
- Assess and prioritize the more relevant marketing and management issues to an organization and its strategy
- Develop a Marketing Plan
- Design the implementation of the Marketing Plan
C- Trends integration
- Construct the sports marketing management approach using market new trends knowledge

1. Segmentation, Targeting and Positioning presentation
2. Marketing-mix presentation
3. Budget and Schedule presentation

Mandatory

McDonald and Wilson Hugh "Marketing Plans: How to Prepare Them, How to Use Them", John Wiley & Sons, 2011

Optional

Dionísio Pedro (coordenação) Manual Prático de Marketing, Exame 1995

Faculty

2021/2022

José Pedro Dionísio

Full Professor

Application

Programmes can offer all vacancies in the first phase or distribute them by phase. Vacancies not taken up in a phase are carried over to the next phase. The opening of the next application phase is subject to the existence of vacancies.

Testimonies

contacts

INDEG-ISCTE Executive Education

ISCTE Business School

home Edifício 3, Gabinete 237

email ibs@iscte-iul.pt

call (+351) 210 464 014

nest_clock_farsight_analog 9:30 - 18:00

language Website

Participating entities

Audax
Executive Education
Knowledge and Innovation
Meta Digital
IPPS

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