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Lecturer(s)
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Tučková Zuzana, prof. Ing. Ph.D.
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Macharáček Jan, Mgr.
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Krkoška Jan, Ing.
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Regner Jan, Ing.
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Bejtkovský Jiří, Ing. Ph.D.
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Course content
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Current trends in the (sport) sports environment in the Czech Republic Marketing trends in sports services Corporate identity of sports organisations Managerial roles, innate and acquired qualities of a sports manager, his/her abilities. The main issues in contemporary sport, sport management and marketing.
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Learning activities and teaching methods
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unspecified
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| learning outcomes |
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| Knowledge |
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| Student describes current trends in the sports environment in the Czech Republic and identifies their impact on sports organizations and their management. |
| Student describes current trends in the sports environment in the Czech Republic and identifies their impact on sports organizations and their management. |
| Student analyzes marketing trends in sports services and explains how modern marketing strategies influence customer and fan behavior. |
| Student analyzes marketing trends in sports services and explains how modern marketing strategies influence customer and fan behavior. |
| Student defines the concept of corporate identity in sports organizations and describes its impact on building image and market position. |
| Student defines the concept of corporate identity in sports organizations and describes its impact on building image and market position. |
| Student explains managerial roles in sports, including inherent and acquired qualities of a sports manager and their key skills for successful management. |
| Student explains managerial roles in sports, including inherent and acquired qualities of a sports manager and their key skills for successful management. |
| Student recognizes the main issues in contemporary sports management and marketing and proposes potential solutions for effectively addressing them. |
| Student recognizes the main issues in contemporary sports management and marketing and proposes potential solutions for effectively addressing them. |
| Skills |
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| Student applies current marketing trends in designing a marketing campaign for a sports organization aimed at increasing awareness and fan loyalty. |
| Student applies current marketing trends in designing a marketing campaign for a sports organization aimed at increasing awareness and fan loyalty. |
| Student designs a strategy for developing the corporate identity of a sports organization to increase its attractiveness to sponsors and partners. |
| Student designs a strategy for developing the corporate identity of a sports organization to increase its attractiveness to sponsors and partners. |
| Student conducts an analysis of managerial skills and identifies key areas in which a sports manager should further develop to achieve higher team management efficiency. |
| Student conducts an analysis of managerial skills and identifies key areas in which a sports manager should further develop to achieve higher team management efficiency. |
| Student evaluates current issues in the sports environment and proposes measures to address these issues at the sports organization level. |
| Student evaluates current issues in the sports environment and proposes measures to address these issues at the sports organization level. |
| Student creates a marketing plan for a sports service that reflects current trends and focuses on innovation and sustainability in sports management. |
| Student creates a marketing plan for a sports service that reflects current trends and focuses on innovation and sustainability in sports management. |
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Recommended literature
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ČÁSLAVOVÁ, E. Management a marketing sportu 21. století.. Praha: Ekopress, 2020. ISBN 978-80-87865-62-.
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DURDOVÁ, I. Vybrané kapitoly z managementu a marketingu sportu.. Ostrava: VŠB-TUO, 2019. ISBN 978-80-248-4165-6.
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NOVOTNÝ, J. et al. Management, marketing a ekonomika sportu.. Brno: Masarykova univerzita Brno, 2017. ISBN 978-80-210-8346-.
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