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Lecturer(s)
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Bačuvčík Radim, Ing. Mgr. Ph.D.
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Course content
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1. Introduction to sports management and its specifics 2. Structure and functioning of sports organizations 3. The role of a sports manager and managerial competencies 4. Sports economics and financial management 5. Legal foundations of the sports environment 6. Sports marketing: principles and tools 7. Brand building in sport 8. Organization of sports events 9. Sponsorship, partnerships, and fundraising 10. Grants and public support for sport 11. Communication, media, and fan engagement 12. Current trends and innovations in sports management 13. Case studies and workshops with industry professionals
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Learning activities and teaching methods
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- Home preparation for classes
- 62 hours per semester
- Participation in classes
- 13 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| Skills |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| Knowledge |
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| Knowledge of principles of sports organization management |
| Knowledge of principles of sports organization management |
| Knowledge of fundamental processes in sports marketing |
| Knowledge of fundamental processes in sports marketing |
| Knowledge of economic and financial aspects of sport |
| Knowledge of economic and financial aspects of sport |
| Knowledge of the role of stakeholders in the sports environment |
| Knowledge of the role of stakeholders in the sports environment |
| Knowledge of current trends and challenges in sports management |
| Knowledge of current trends and challenges in sports management |
| Skills |
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| Preparation of a management concept for a sports organization or project |
| Preparation of a management concept for a sports organization or project |
| Design of a marketing strategy for a sports event or entity |
| Design of a marketing strategy for a sports event or entity |
| Preparation of a grant application for a sports event or project |
| Preparation of a grant application for a sports event or project |
| Analysis of a real-world sports case |
| Analysis of a real-world sports case |
| Professional communication with sports industry stakeholders |
| Professional communication with sports industry stakeholders |
| teaching methods |
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| Knowledge |
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| Educational trip |
| Educational trip |
| Internship |
| Internship |
| Practice exercises |
| Practice exercises |
| Skills |
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| Educational trip |
| Educational trip |
| Internship |
| Internship |
| Practice exercises |
| Practice exercises |
| assessment methods |
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| Knowledge |
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| Analysis of educational material |
| Analysis of educational material |
| Analysis of the student's performance |
| Analysis of the student's performance |
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Recommended literature
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Aicher, Thomas et al. Sport facility and event management. 2020. ISBN 978-1-284-15294-4.
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Darcy, Simon et at. Accessibility in sport management : international venue perspectives. 2025. ISBN 9781003195672.
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Foster, George et al. Sports business management : decision making around the globe. 2021. ISBN 978-0-367-35606-4.
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Hoye, Russell et al. Sport management : principles and application. 2022. ISBN 978-1-03-210964-0.
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Varmus, Michal et. al. Strategic sport management : sustainability of sports clubs. 2021. ISBN 9783030667337.
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