BHARATHIAR UNIVERSITY: COIMBATORE-641 046 …syllabus.b-u.ac.in/syl_college/1516/mba_sports_management.pdf · SCHEME OF EXAMINATIONS – CBCS Pattern ... 1.2 ORGANISATIONAL BEHAVIOUR

MBA Sports Mgt. 2015-16 onwards – CPP/COP Annexure No.72F

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BHARATHIAR UNIVERSITY: COIMBATORE-641 046

M.B.A. SPORTS MANAGEMENT

(For the CPP/COP students admitted during the academic year 2015-16 & onwards)

SCHEME OF EXAMINATIONS – CBCS Pattern

Course Titles

Ins.

Hrs

/ W

eek

EXAMINATIONS

Cre

dit

s

Dur.

Hrs

CIA

Mar

ks

Tota

l

SEMESTER – I

1.1 Management Principles And Practice 5 3 25 75 100 4

1.2 Organizational Behavior 5 3 25 75 100 4

1.3 Corporate Communication 4 3 25 75 100 4

1.4 Fundamentals of Sports & New Age Dynamics 5 3 25 75 100 4

1.5 Management of Sports, Leagues & Teams 5 3 25 75 100 4

1.6 Sports Facilities Planning & Management 4 3 25 75 100 4

1.7 Computer Applications In Management Using Sap** 2 - - - - -

SEMESTER – II

2.1 Advertising And Sales Promotion 5 3 25 75 100 4

2.2 Marketing Management 4 3 25 75 100 4

2.3 Quantitative Techniques & Methods for Management 5 3 25 75 100 4

2.4 Sports Equipment & Technology Management 4 3 25 75 100 4

2.5 Sports Marketing & Merchandising 5 3 25 75 100 4

2.6 Sports Funding And Financial Management 5 3 25 75 100 4

2.7 Computer Applications In Management - Practical** 2 3 40 60 100 4

SEMESTER – III

3.1 Brand Management 5 3 25 75 100 4

3.2 Sports Media, Broadcasting & Journalism 5 3 25 75 100 4

3.3 Human Resource Management 5 3 25 75 100 4

3.4 Sports Event ,Law & Risk Management 5 3 25 75 100 4

3.5 Sports PR & Advertising Management 5 3 25 75 100 4

3.6 Leadership Principles In Sports 5 3 25 75 100 4

SEMESTER – IV

4.1 Strategic Management: Indian and Global Context 6 3 25 75 100 4

4.2 Sports Training , Tactics & Psychology 6 3 25 75 100 4

4.3 Sports Health & Nutrition 6 3 25 75 100 4

4.4 International Sports Management 6 3 25 75 100 4

4.5 Global Sports Tourism 6 3 25 75 100 4

4.6 Project & Training Report Viva &Voce* - - - - 100 4

TOTAL - - - 2500 100

*For Project Report 80% marks & Viva Voce 20% Marks.

** The Course will be taught during I and II Semesters.


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1.1 MANAGEMENT PRINCIPLES AND PRACTICE

UNIT I Management : Science, Theory and Practice - The Evolution of Management Thought and the Patterns of

Management Analysis - Management and Society : The External Environment, Social Responsibility and

Ethics - Global and Comparative Management - The Basis of Global Management.

UNIT II The Nature and Purpose of Planning - Objectives - Strategies, Policies and Planning Premises - Decision

Making - Global Planning.

UNIT III The Nature of Organizing and Entrepreneuring - Organizational Structure Departmentation - Line/Staff

Authority and Decentralization - Effective Organizing and Organizational Culture - Global Organizing.

UNIT IV Co-ordination functions in Organisation - Human Factors and Motivation - Leadership - Committees and group

Decision Making - Communication - Global Leading.

UNIT V The System and Process of Controlling - Control Techniques and Information Technology - Productivity and

Operations Management - Overall Control and toward the Future through Preventive Control - Global

Controlling and Global Challenges.

REFERENCES :

1. Koontz &Weirich, Essentials of Management, Tata McGraw Hill.

2. VSP Rao, V Hari Krishna – Management: Text and Cases, Excel Books, I Edition, 2004

3. Stoner &Wankai, Management, PHI.

4. Robert Krcitner, Management, ATTBS.

5. Weirich& Koontz, Management - A Global perspective, McGraw Hill.

6. Helliregarl, Management, Thomson Learning, 2002.

7. Robbins.S.P., Fundamentals of Management, Pearson, 2003.


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1.2 ORGANISATIONAL BEHAVIOUR

UNIT I Organisational Behaviour : History - evaluation, Challenges & opportunities, contributing disciplines,

management functions and relevance to OrganisationBehaviour. Personality - Determinents, structure,

behaviour, assessment, psycho-analytical social learning, job-fit, trait theories.

UNIT II Emotions and Emotional Intelligence as a managerial tool.Implications of EI on managers and their

performance.Attitudes - relationship with behaviour, sources, types, consistancy, work attitudes, values -

importance, sources, types, ethics and types of management ethics.Perception - Process, Selection, Organisation

Errors, Managerial implications of perception. Learning - classicial, operant and social cognitive approaches.

Implications of learning on managerial performance.

UNIT III Stress - Nature, sources, Effects, influence of personality, managing stress. Conflict - Management, Levels,

Sources, bases, conflict resolution strategies, negotiation. Foundations of group behaviour : linking teams and

groups, Stages of development Influences on team effectiveness, team decision making. Issues in Managing

teams.

UNIT IV Organisational change - Managing planned change. Resistance to change - Approaches to managing

organisational change - Organisational Development - values - interventions, change management.

Organisational politics - Political behaviour in organisation, Impression management, Self monitoring.

Organisational culture - Dynamics, role and types of culture and corporate culture, ethical issues in

organisational culture, creating and sustaining culture.

UNIT V Organisational Behaviour responses to Global and Cultural diversity, challenges at international level,

Homogenity and hetrogenity of National cultures, Differences between countries, The Challenges of work force

diversity and managing diversity Cases.

REFERENCES : 1. Robbins.S. OrganisationalBehaviour, X edn., Prentice-Hall, India.

2. Hellinegal Slocum, Woodman, OrganisationalBehaviour, IX edn., Thomson learning.

3. Umasekaran, OrganisationalBehaviour, Tata McGraw Hill.

4. Robbins S.P., Concepts contrivances and applications, Prentice Hall.

5. Umasekaran, OrganisationalBehaviour.

6. Helliregal.et.al, OrganisationalBehaviour, Thomson Learning.

7. McShane&Glinow, OrganisationalBehaviour, Tata McGraw Hill.

8. Harris & Hartman, OrganisationalBehaviour, Jaico, 2003.


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1.3 CORPORATE COMMUNICATION

UNIT I: Communication basics – Business Communication – components – Types – formal communication network –

Work team communication – variables – goal – conflict resoulation – non – verbal communication – Cross

cultural communication – Business meetings – Business Etiquette.

UNIT II: Understanding Corporate Communication – Employee Communication – Managing Government Relations –

Writing for Media and Media Relations

UNIT III: Corporate Communication in Brand Promotion – Financial Communication – Crises Communication.

UNIT IV: Report writing: Characterizing & business reports – Types and forms & reports – Project proposals – collection

of data – tables constitution – charts – writing the report – documenting the sources – proof reading.

UNIT V: Business Presentation: Written and oral presentation – work – team presentation – Delivering the business

presentation visual aids – slides – electronic presentation – hand-outs – delivering the presentation – career

planning – preparing Resume – job applications – preparation for a job interview – employment interviews –

follow-up.

REFERENCES : 1. Scot Ober, Contemporary business communication, fifth edition, biztantra.

2. Lesiler& Flat lay, Basic Business communication. Tata McGraw Hill.

1.4 FUNDAMENTALS OF SPORTS & NEW AGE DYNAMICS

UNIT I: History of Modern Sports and other Forms of Organized Physical Activity:A Historical Overview of Sports,

Evolutionary Processes of Modern Sports, Relation between Physical education and Sports, Exercise

Physiology

UNIT II:

Roles and Functions of National/International Sports Organisations : Roles Of IFA, FIFA, BCCI, ICC, CAB,

Sports Authority Of India (SAI), National Hockey Association, Bengal Volley Ball Association, Bengal Tennis

Association, Their Functions and Importance in the Promotion and management of Sports

UNIT III: Professional Team Sports:Sports based on Team Performance -Football, VolleyBall, Basket Ball, Cricket,

Hockey, Rowing, Guiding Principles for Conduct of Team Sports, Organisation of Tournaments, Leagues,

Knock-out.

UNIT IV: Individual Sports:An Overview of Individual Sports, Emerging Trend, Future Potential, studies related to

Governance of Individual Sports like Golf, Tennis, Badminton, Auto Racing, Track Race.


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UNIT V: Contemporary Issues:What does it mean, what is an issue, what are some contemporary issues- Match Fixing,

Doping, Racism, issues raised for betterment of sports in remote regions (in India), encouragement provided by

government to the poor for participating in sports at a national level.The initiatives taken by Sports bodies –

FIFA in Racism, ICC in Match Fixing, Doping .

REFERENCE: 1. Fundamental of sports and exercise by Alan Kornspan- Human Kinetics Publishers (May 2009)

2. Sports & Society, 2nd edition by Grant Jarvie – Routledge (2012)

3. Examples on contemporary issues – book and blogs on sports media society

4. A study conducted by Planning Commission, New Delhi, India- Document

1.5 MANAGEMENT OF SPORTS , LEAGUES & TEAMS

UNIT I: The role of the state in Sports Development: Overview; Defining the State; Reasons for State intervention;

Regulation and control; Extent and form of State intervention;

UNIT II: Non-Profit Sport :Overview; Introduction; Non-profit Sector and Society; Non-profit Sector and Sport;

Governing Bodies of Sport; The sports club environment; Issues of non-profit sports sector;

UNIT III: Professional Sport : Overview; Understanding professional sport; Sports circuits; Media; Sponsorship; Player

management; Ownership and outcomes;

UNIT IV: Strategic Management Principles: Strategic Management Principles; Importance of Strategic Management in

Sports; Strategic Sports Management; The Strategic Sports Management Process- Strategic Analysis, Strategic

Direction, Strategy formulation, Strategy implementation and Strategy Evaluation

UNIT V: Performance Management: Overview; Sport and performance; Developing a performance management model

from the perspective of a stakeholder; An Input-Output Approach to performance management; A balanced and

multidimensional approach to performance management; Costs and benefits of a performance management

system; Designing a performance management model appropriate for sports

REFERENCE: 1. Fred Luthans - Organizational Behaviour : McGraw Hill International(February 2001)

2. S P Robins - Organizational Behaviour : Prentice Hall India Ltd.(May 2006)

3. Ghanekar - Behaviour Concept & Cases: EPH Organizational


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1.6 SPORTS FACILITIES PLANNING & MANAGEMENT

UNIT I Facility Planning, Site and Design : Fundamentals of planning, planning for existing facilities, planning for

future facilities, site location, site cost, site selection, facility design

UNIT II Facility construction : Construction planning, pre-construction phase, construction elements, Project costs,

competition and analysis, summary

UNIT III Facility systems operation : Heating, ventilation, air-conditioning, air quality, energy systems, plumbing,

interior systems, exterior systems, combined interior and exterior systems

UNIT IV Facility Maintenance : Space management, Maintaining grass fields, maintenance and repair programs, basic

maintenance, maintenance audits, maintenance department, facility repair management, Responsibilities of

facilities managers, essential knowledge and skills required for operating a sport facility: Soft Skills

(Interpersonal and PR Skills) & Hard Skills

UNIT V Event operation at the sports facility : Operational structure, Crowd and Alcohol Management, HouseKeeping

and Maintenance, booking and scheduling, Business operations, Box Office management, concessions and

merchandise, event planning and production

REFERENCE:

1. Sport Facility Planning and Management by Peter J. Farmer, Aaron L.

Mulrooney, Rob Ammon (Jr.)Fitness Information Technology, Inc, U.S. (24 Jan. 2006)

2. Managing Sport Facilities, by Gil Fried - Human Kinetics Publishers; Second Edition edition

(1 Mar. 2010)


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2.1 ADVERTISING AND SALES PROMOTION

UNIT – I Advertisement – Management- introduction- Marketing- marketing Communication- Marketing Mix

Strategies.Communication Process-Definition- Nature of Communication response hierarchy.

UNIT – II Strategic advertising tool : Research process – Common errors in research – Advertising Strategy – Creative

execution in Advertising – client evaluation- cognitive process of communication.

UNIT – III Regulation of advertising and promotion – self regulation- creative execution on Radio , TV, Online-

Regulation governing sale promotions.

UNIT – IV Sales promotion – product mix- Advantages – limitations and negative effects of sales promotion consumer

sales promotion – sales promotion evaluation.

UNIT – V Type and Techniques of sales promotion – Effects of sales promotion on Brand Equity.

REFERENCES : 1. “ Advertising and Promotion” – Geroge E- Belch & Michael. A. Belch- Tate McGraw- Hill – Sixth

Edition.

2. “ Promotion Management” –John –J. Bunnelt- West Publishing Company.

2.2 MARKETING MANAGEMENT

UNIT I Marketing Concepts and Tasks, Defining and delivering customer value and satisfaction - Value chain -

Delivery network, Marketing environment, Adapting marketing to new liberalized economy - Digitalisation,

Customisation, Changing marketing practices, e-business – setting up websites; Marketing Information System,

Strategic marketing planning and organization.

UNIT II Buyer Behaviour, Market Segmentation and Targeting, Positioning and differentiation strategies, Product life

cycle strategies, New product development, Product Mix and Product line decisions, Branding and Packaging,

Price setting - objectives, factors and methods, Price adapting policies, Initiating and responding to price

changes.

UNIT III Marketing channel system - Functions and flows; Channel design, Channel management - Selection, Training,

Motivation and evaluation of channel members; Channel dynamics - VMS, HMS, MMS; Market logistics

decisions.


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UNIT IV Integrated marketing communication process and Mix; Advertising, Sales promotion and Public relation

decisions. Direct marketing - Growth, Benefits and Channels; Telemarketing; Sales force objectives, structure,

size and compensation.

UNIT V Identifying and analysing competitors, Designing competitive strategies for leaders, challengers, followers and

nichers : Customer Relationship marketing - Customer database, Data warehousing and mining. Attracting and

retaining customers, Customerism in India, Controlling of marketing efforts.Global Target market selection,

standardization Vsadoptation, Product, Pricing, Distribution and Promotional Policy.

REFERENCES : 1. Marketing Management - Philip Kotler - Pearson Education/PHI 12th Edition, 2006.

2. Marketing Management - RajanSaxena - Tata McGraw Hill, 2002.

3. Marketing Management: Planning, Implementation and Control: Global Perspective Indian Context – VS

Ramasamy& S. Namakumari - Macmilan India, 2007.

4. Marketing Management: A South Asian Perspective – Philip Kotler and Kevin Lane Kotler, Pearson

Education, 11th Edition, 2007.

5. Marketing Management – S.Jayachandran - TMH, 2003.

2.3 QUANTITATIVE TECHNIQUES & METHODS FOR MANAGEMENT

UNIT I

Linear, Non-Linear functions – graphical representation of functions, Constants, Variables – notion of

Mathematical models – concept of trade off – notion of constants – concept of Interest. Basic Concept of

differentiation – integration Optimization concepts – use of differentiation for optimization of business

problem- Optimization

UNIT II

Data Analysis – Uni-Variate – ungrouped and grouped data measures of central Tendencies, measures of

dispersion – C V percentages (problem related to business applications). Bivariate – correlation and regression

– problems related to business applications

UNIT III

Probability – definitions – addition and multiplication Rules (only statements) simple business application

problems – probability distribution – expected value concept – theoretical probability distributions – Binomial,

Poison and Normal - Simple problems applied to business.

UNIT IV

Network Model – networking – CPM – critical path – Time estimates – critical path – crashing, Resource

levelling, Resources planning. Waiting Line Model -Structure of model – M/M/1 for infinite population.

UNIT V

Simulation – types of simulation – Monte Carlo simulation – simulation problems. Decision Theory – Pay off

tables – decision criteria – decision trees.

References :

1. Statistics for Management – Richard L Levin & Daid S Rubin

2. Statistical Methods – S P Gupta

3. Statistics for Business and Economics – R P Hoods – MacMillan India Limited


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4. David M.Levine, Timothy C.Krehbiel and Mark L.Berenson

―Business Statistics: A First Course‖ , Pearson Education Asia

5. Amir D. Aczel, Complete Business Statistics, 5th edition, Irwin McGraw-Hill.

6. Operations Research – An Introductions – Hamdy A Tata

7. Operations Research – Kanti Swarup, Gupta And Man Mohan

8. Operations Research – R. Panneerselvam, 2nd Edition, PHI, 2007

9. Ronald L. Rardin, ―Optimization in Operations Research‖, Pearson Education

10. J. K. Sharma, ― Operations Research: Theory and Applications‖, Macmillan , 1997

11. U.K. Srivastava, G.V. Shenoy, S. C. Sharma, ― Quantitative Techniques for Managerial Decision‖,

Second Edition, Prentice Hall of India

2.4 SPORTS EQUIPMENT & TECHNOLOGY MANAGEMENT

UNIT I : Introduction :Guidelines, Goals, objective of equipment management in sports ,Sports equipment management

in early times , Sports equipment management in modern lives ,Category of products under sports

equipment

UNIT II : Role Of Equipment In Sports :Importance of equipment and equipment management , Sociological and

financial influence (role of govt, media, technology) ,Psychological influence ,Proper use of equipment, proper

size of equipment ,Advantages of equipment management ,Standards of equipment management

UNIT III : The Procurement Process, Sales And After Sales Service : Direct Purchase , Bid Purchase , Placing

advertisement for purchase ,Damaged good return to supplier,Inventory maintenance ( Software and website) ,

Hosting online sale web portal, updating website with latest inventory,offering discounts in slow moving

products , Hosting events for promoting sales, organizing games and tournaments , Sponsoring , Taking

feedback survey of quality of sales, quality of service ,Return/ Refund policy

UNIT IV : Storage And Maintenance : Space requirement,Storage units - location selection,Easy access to transport

facility – easy shipment (roads, rail),Required indoor / outdoor space,Types of storage,Items kept for display –

Maintenance of such items

UNIT V : Storage Safety: (INTRO) Adherence to NBC – national building code (in India) or storage facility rules &

regulations of respective country to be complied, Safety from theft,Surveillance of the unit (appointing the

right security force, installing cameras with DVR, etc.),Fire safety of warehouse and equipment, Fire safety

(installation of fire protection safety and fire fighting systems, smoke detectors, sprinklers, fire alarm system,

Safety from natural calamities – (Quake proof construction of the facility, availability of large outdoor safe

assembly areas for staff and customers), Entry restricted areas (for authorized personnel only), Heavy

equipment’s handling & maintenance (storage, arranging internally, crane)Regular inspection of store &

equipment’s

REFERENCE: 1. Sports Equipment Management By Marcia L. Walker - Jones & Bartlett Publishers; 1st edition (July

22, 1992)

2. International Sport Management, By Ming Li, Eric MacIntosh, Gonzalo Bravo; - Human Kinetics (1

Oct. 2011)


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2.5 SPORTS MARKETING & MERCHANDISING

UNIT I: Sports Entertainment Product and Distribution: Sports and Entertainment product mix and marketing strategies;

Product decisions in sports marketing; Channels of distribution; Difference in Sports and Entertainment

Distribution; Technology and Distribution media; Sports Logistics – logistics mix and channel management;

issues in channel management; Sports Goods retailing

UNIT II: Promotions:Promotional mix in sports and entertainment marketing; Use of technology; Content Marketing;

Compare media and non-media promotions; Importance of reaching diverse markets; Sponsorships and

endorsements

UNIT III: Key Concepts : Segmentation, Targeting, Positioning, Product Line and product mix; Product Life Cycle;

Developing and extending sports brands, Direct, database and online marketing in sport- types and application;

Programming; Location based entertainment; Brand Identity and Brand marks

UNIT IV: Marketing Game Plan : Marketing Research – Process, Methods, use of primary and secondary data, identify

demographics, market, venue; Market Segmentation – definitions and types of segments; Mapping the

marketing plan – Demographic, Targeting and Positioning; Pricing strategies – definitions, determining the

prices, methods of setting price and understanding factors affecting price; Marketing Plan – Introduction,

Components, implementation, Control; Financial Analysis

UNIT V: Licenses, Rights and Legalities : Types of brands and brand equity; Product licensing; Role of merchandising in

sports and entertainment; Trademarks and Copyrights; Royalties; Intellectual Property; Laws and Labour

Unions; Labor Relations; Agents and contracts; Sports Associations; Players Rights; Sports Laws in India

REFERENCE 1. Sport Marketing, Volume 13 By Bernard James Mullin, Stephen Hardy, William Anthony Sutton- Human

Kinetics; 3 edition (March 20, 2007)

2.Sports and Entertainment Marketing By Ken Kaser, Dotty Oelkers- Cengage Learning; 3 edition

(March 29, 2007)


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2.6 SPORTS FUNDING AND FINANCIAL MANAGEMENT

UNIT I: Budgeting and Valuation in sports:What makes sports profitable?; what makes sports valuable – market

capitalization, market multiples, book value of assets v/s market value of assets, impact of expected future

earnings; profit or wealth?; The basics of budgeting, Types of budgets - operational budgets, variance analysis,

capital budgeting; Budgeting for a sports event; Break-even analysis; pricing strategies- demand based,

elasticity pricing, discriminatory pricing, competition pricing, penetration pricing;

UNIT II: Business structures in sports: Non – profit organizations; sole proprietorships; Limited Liability Partnerships;

Corporations and Private Limited Companies; Difference between each business structure; taxation issues in

sports business; bankruptcy law;

UNIT III: Capital structuring:Types of funding – short term borrowing, long term borrowing, Common Stock, Preferred

Stock, Corporate bonds; cost of issuing bonds; loan repayment methods; Short term Financing management –

review of current assets and current liabilities, cash management, credit management, collections management;

UNIT IV: Fund raising through sponsorships:What is fund raising; sources of funds; fund raising alternatives; the

fundraising process – strategies, internal fund raising, fund raising committee; planning for sponsorship – the

phases of sponsorship, planning phase, selling phase, servicing phase; preparation of sponsorship proposal,

evaluating the sponsorship deal, how to attract sponsors

UNIT V: Sport funding through Broadcasting and Endorsements : What is broadcasting, the basics of sports

broadcasting rights, where does the money go, sports Leagues and their broadcasting rights, benefits to the

broadcaster; What is an endorsement, Sports and celebrity endorsement, Sportspersons and their recent

endorsements, Endorsement strategy, Marketing and endorsement, Benefits of endorsements

REFERENCE :

1. Sport Funding and Finance, By Bob Stewart- Routledge; 2 edition (July 31, 2014)

2.International Sport Management, By Ming Li, Eric MacIntosh, Gonzalo Bravo; - Human Kinetics

(1 Oct. 2011)


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2.7 COMPUTER APPLICATIONS IN MANAGEMENT -PRACTICAL

Aim: To introduce the concepts of information technology and their application in management decision

making.

Components of a Computer - Hardware and Software – Operations Systems – Directories and File properties.

MS OFFICE – Introduction to WORD, EXCEL and POWERPOINT

WORD – Creating a new document with templates & Wizard – Creating own document – Opening/modifying

a saved document – converting files to and from other document formats – Using keyboard short-cuts & mouse

– Adding symbols & pictures to documents – header and footers – Finding and replacing text – spell check and

Grammar check – Formatting text - paragraph formats - adjusting margins, line space – character space –

Changing font type, size – Bullets and numbering – Tables – Adding, editing, deleting tables – Working within

tables – Adding, deleting, modifying rows and columns – merging & splitting cells.

EXCEL – Working with worksheets – cells – Entering, editing, moving, copying, cutting, pasting,

transforming data – Inserting and deleting of cells, rows & columns – Working with multiple worksheets –

switching between worksheets – moving, copying, inserting & deleting worksheets – Using formulas for quick

Calculations – Working & entering a Formula – Formatting a worksheet – Creating and editing charts –

elements of an Excel Chart – Selecting data to a chart – Types of chart – chart wizard – Formatting chart

elements – Editing a chart – Printing charts.

POWERPOINT – Creating new presentations – Auto content wizard – Using template – Blank presentation –

Opening existing presentations – Adding, editing, deleting, copying , hiding slides – Presentations – Applying

new design – Adding graphics – Using headers and footers – Animations text – Special effects to create

transition slides – Controlling the transition speed – Adding sounds to slides – Using action buttons.

TALLY – Introduction and Installation, Required Hardware, Preparation for installation of Tally software,

installation, Working in Tally: Opening new company, Safety of Accounts or Password, Characteristics,

Making Ledger Accounts, Writing voucher, voucher entry, Making different types of vouchers, Correcting

sundry debtors and sundry creditors accounts, Preparation of Trial Balance, Books of Accounts, Cash Book,

Bank Books, Ledger Accounts, Group summary, Sales Register and Purchase Register, Journal Register,

Statement of Accounts & Balance Sheet.

ERP &SAP : Introduction – Need for ERP – Advantages – Major ERP Packages – SAP: Features – ABAP:

Logon to SAP Environment – ABAP Dictionary – Functions – Objects – Managing SAP Application

Practical’s: Simple problems to be done in WORD, EXCEL and POWERPOINT using all the above

mentioned topics.

REFERENCES :

1. OFFICE 2000 Complete – BPB

2. Windows 98 Complete – BPB

3. Windows 98 6 in one by Jane Calabria and Dorothy Burke – PHI

4. Using Microsoft Office 2000 by Ed, Bott – PHI

5. Enterprise Resource planning (ERP): Text and case studies by Murthy, C S V, HPH

6. Teach yourself SAP in 24 hours by George Anderson; Danielle Larocca - Pearson Education


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3.1 BRAND MANAGEMENT

UNIT – I Concept of a brand – Evolution, perspectives, anatomy, types of brand names, brand name associations, Brands

Vs Products, Advantages of Brands to consumers & firms. Brand elements: Components & choosing brand

elements, Branding challenges & opportunities.

UNIT – II Brand positioning – Basic concepts – alternatives – risks – Brands & consumers –Strategies for positioning the

brand for competitive advantage – Points of parity – Points of difference - Buying decision perspectives on

consumer behaviour, Building a strong brand – Method & implications.

UNIT – III Brand Image, image dimensions, brand associations & image, Brand identity – perspectives, levels, and prisms.

Managing Brand image – stages – functional, symbolic & experiential brands. Brand Equity – Sources of

Equity. Brand Equity models, Brand audits. Brand Loyalty & cult brands.

UNIT – IV Leveraging Brands – Brand extensions, extendibility, merits & demerits, Line extensions, line trap – Co-

branding & Licensing Brands. Reinforcing and Revitalisation of Brands – need, methods, Brand Architecture –

product, line, range, umbrella & source endorsed brands. Brand Portfolio Management.

UNIT – V Brand valuation – Methods of valuation, implications for buying & selling brands.Applications – Branding

industrial products, services and Retailers – Building Brands online.Indianisation of Foreign brands & taking

Indian brands global – issues & challenges.

REFERENCE: 1. Kevin Lane Keller, Strategic Brand Management, PHI/Pearson, New Delhi.

2. Kapferer, Strategic Brand Management, Kogan Page, New Delhi.

3. Harsh Varma, Brand Management, Excell Books, New Delhi.

4. Majumdar, Product Management in India, PHI.

5. Sengupta, Brand Positioning, Tata McGraw Hill.

6. Rameshkumar, Managing Indian Brands, Vikas.

7. Chandrasekar, Product Management, Himalaya

3.2 SPORTS MEDIA, BROADCASTING & JOURNALISM

UNIT I:

Sports News and Reporting on various platforms – Print, Broadcast, Radio, Internet, etc : How to decide what

is your news?, Lay your groundwork for the event you are reporting , How to decide who shall be in your team

when you cover a major sporting spectacle? , Sports reporting for a newspaper , How to cover important sport

conferences , How to roll out sports news on different platforms, Broadcast Production , Podcasting , Radio ,

News Story Production ,Radio News Voice Presentation, Radio News Package Production and Broadcasting

UNIT II:

Ethics in Sports Journalism: Journalism ethics and standards , Evolution of ethics in sports journalism , Codes

of practice for ethical sports journalism , Self Regulation , Ethics and Standards in practice , Freedom of Press ,

Criticism , Traits of a perfect Sports Journalist


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UNIT III:

Writing Sports Stories and Feature Articles ,Find your story ,Learn more about your story , Decide on what

type of feature you want to write , Organize your feature article by thinking of it as a three-act play,

Introduction-Body-Conclusion , Think about the best style for a feature article , Add details/stats to keep a

feature article interesting , Create titles that not only add interest to a piece, but communicate what a story is

about. , The Straight-Lede Game Story ,The Feature-Lede Game Story , Profiles , Season Preview and Wrap-up

Stories , Columns , Interviews

UNIT IV:

Journalism at mega sporting events : Build Up stories to the event, including the city where it is held , Stories

on Preparation for the event , Stories on the budget of the event , Reporting from the venue of the event ,

Taking interviews of officials involved , Taking interviews and opinions of the people and their expectations in

the build up to the event , Reporting a different story every time , Updates with results and which team looks

the favorite , Create a talk show at the event

UNIT V:

Sports Studio TV and Production and Technical Skills in Sports Camera Handling : Five skills you need to

have to be a TV Broadcaster: Presentation Skills, Research Skills, Interview Skills, Flexibility and Technical

Skills. , Key television reporting skills , PTC’s and Voiceovers , TV Show Production, post production,

scripting and writing , Technical Skills – Sound and Lighting , Production Management , Live Broadcast

Essentials of a professional sports camera , Best sports cameras in the world , Parts of the camera , Different

movements of the camera , Different angles of the camera , Different shots of the camera , Light, sound and

White Balance , The exposure angle – ISO, Shutter Speed and Aperture , Depth of field , Framing,

Composition, Lighting and THE STORY

REFERENCE:

1. Sports Journalism – Phill Andrews (Sage Publication) - SAGE Publications Ltd; Second Edition edition

(22 Oct. 2013)

2. International Sport Management, By Ming Li, Eric MacIntosh, Gonzalo Bravo; - Human Kinetics (1

Oct. 2011)

3.3 HUMAN RESOURCE MANAGEMENT

UNIT I : Human Resource Function Human Resource Philosophy - Changing environments of HRM -

Strategic human resource management - Using HRM to attain competitive advantage - Trends in HRM -

Organisation of HR departments - Line and staff functions - Role of HR Managers.

UNIT II : Recruitment & Placement Job analysis : Methods - IT and computerised skill inventory - Writing job

specification – HR and the responsive organisation. Recruitment and selection process : Employment planning

and forecasting – Building employee commitment : Promotion from within - Sources, Developing and Using

application forms – IT and recruiting on the internet. Employee Testing &selection : Selection process, basic

testing concepts, types of test, work samples & simulation, selection techniques, interview, common

interviewing mistakes, Designing & conducting the effective interview, small business applications, computer

aided interview.

UNIT III : Training & Development Orientation &Training : Orienting the employees, the training process,

need analysis, Training techniques, special purpose training, Training via the internet. Developing Managers :

Management Development - The responsive managers - On-the-job and off-the-job Development techniques


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using HR to build a responsive organisation. Management Developments and CD-Roms - Key factor for

success. Performance appraisal : Methods - Problem and solutions – MBO approach - The appraisal interviews

- Performance appraisal in practice. Managing careers : Career planning and development - Managing

promotions and transfers.

UNIT IV : Compensation & Managing Quality Establishing Pay plans : Basics of compensation - factors

determining pay rate – Current trends in compensation - Job evaluation - pricing managerial and professional

jobs - Computerised job evaluation. Pay for performance and Financial incentives : Money and motivation -

incentives for operations employees and executives - Organisation wide incentive plans – Practices in Indian

organisations. Benefits and services : Statutory benefits - non-statutory (voluntary) benefits – Insurance benefits

- retirement benefits and other welfare measures to build employee commitment.

UNIT V : Labour relations and employee security, Industrial relation and collective bargaining : Trade unions -

Collective bargaining - future of trade unionism. Discipline administration - grievances handling - managing

dismissals and separation.LabourWelfare : Importance & Implications of labour legislations - Employee health

– Auditing HR functions, Future of HRM function.

REFERENCES :

1. Gary Dessler, "Human Resource Management", Seventh edition, Prentice-Hall of IndiaP.Ltd., Pearson. 2.

H.JohnBernardin&JoyeeE.A.Russel, Human Resource Management - An experientialapproach, 4th Edition,

McGraw-Hill International Edition., 2007

3. David A. DeCenzo& Stephen P.Robbins, Personnel/Human Resource Management, Thirdedition,

PHI/Pearson.

3.4 SPORTS EVENT, LAW & RISK MANAGEMENT

UNIT I: Event Conceptualization and Planning Process : SWOT Analysis; Defining and developing objectives for the

event; Planning components – type of sport requirements, concept and design, event flow, setting operational

timelines, creating Checklists, Logistics plans, safety and security planning; Selecting and soliciting host City /

Venues – understanding and managing expectations; Event planning process – finding the right people, identify

and analyze management tasks for Staff, Vendors and Volunteers, building support organization; Identify

Sponsors and teaming up with them – understand event-sponsor relationship and managing expectations,

Designing sponsorship programme and finalize the deal; Promotion planning – media partnerships, campaign

for the event, media coverage and media partners; Designing the execution of the event marketing plan

UNIT II: Event Management Commercials : Stages of Budgeting Process; Identifying costs – Facility cost, Event

operations cost, Marketing expenses, sponsor fulfillment expenses, Guest Management and Hospitality

expenses, event presentation expenses, capital investment and amortization, miscellaneous expenses; Cash

Flow and Management; Controlling costs and Contingency planning;; Identifying revenue streams – Ticket

Sales, Hospitality partnerships; Sponsorships and Advertising; Merchandising and Barters; Broadcasting,

tournament and participation fees, Media partnerships; Grants and Donations, miscellaneous revenues

UNIT III: Court of Arbitration for Sport (CAS) : The initiation of Court of Arbitration for sport, scope, intervention,

functions, procedures, mediation and cost of such mediation.


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UNIT IV: Sports Law and Regulation in India : Present and Preview of sports law in India, Authorities in India for Sports,

Ministry of Sports and its functions, Contemporary Issues and disputes in Indian Sports.

UNIT V: Indian Contract Act’ 1872. : Importance of contract act in sports, legal terms, valid essentials, discharge and

breach of contracts.Essentials of a Contract,Offer and Acceptance,Capacity of Parties,Minor's Contract ,Void

Agreements and Voidable Contracts,Consequences of breach of Contract

REFERENCE: 1. Managing Sporting Events – Jerry Solomon (Human kinetics)- Human Kinetics Publishers (Jan. 2002)

2. Managing Major Sports Events: Theory and Practice, By Milena M. Parent, Sharon Smith-Swan -

Routledge (26 Nov. 2012)

3. Sports law in india, by Mohammed Naseem, - Kluwer Law International -(1 November 2011)

4. Risk Management in Sport and Recreation, By John Otto Spengler, Daniel Connaughton, Andrew T.

Pittman - Human Kinetics; 1 edition (January 2006)

3.5 SPORTS PR & ADVERTISING MANAGEMENT

UNIT I: Introduction to PR in Sports : Beginning/ evolution of PR in sports, definition of sports PR, characteristic of

sports PR, the value of PR, sports PR as a form of business, PR as strategic management tool, organizational

stakeholders and constituents, issues management, organizational reputation, distinguishing between program

and campaign, planning and executing campaigns, working with PR firms, how to get started in sports PR,

networking and volunteering, different types of sports PR

UNIT II: Introduction to Sponsorship : Definition of sponsorship, the sponsorship market, the objectives of sponsorship,

the components of sponsorship, limitations of traditional sponsorship, components of sponsorship plan, key

components of sponsorship proposal ,developing and selling a proposal

UNIT III: Introduction to Advertising : Definition of advertising, Objectives of advertising, setting advertising budget,

Developing advertising strategies - creating advertising message and selecting the advertising media; evaluating

advertising effectiveness, return on advertising investment; Agency vs in-house advertising

UNIT IV: Advance Sports PR concepts :Developing network in sports PR, press conference, crisis management, agencies

and magazines, broadcast publicity, employing new media tactics, use of internet in sports PR – evaluating web

use, developing website, structuring websites for specific stakeholders, legal and ethical dimensions of sports

PR, advantages and disadvantages of PR, future of sports PR, sports PR in India

UNIT V: Advance Sponsorship concepts : Post-Evaluation of sponsorship – Identify success or failure, different methods

of post-evaluation – meeting ROI objectives, calculate measures of market response, calculate value of

exposure etc., improvement of measurement process, need for post event fulfillment report, reasons why

sponsorships fail; Venue naming rights – components of a venue naming rights plan, calculate value of naming

rights contract; Endorsements – concept of matching, delineate selection process, Q scores, problems with

celebrity endorsement; Licensing – history of licensing, trademark, calculate compensation, compliance issues,


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benefits for the licensor and licensee, infringement and market surveillance, licensing plan, Sports sponsorship

in India

REFERENCE : 1. Sport Public Relations: Managing Stakeholder Communication, By G. Clayton Stoldt, Stephen Dittmore,

Scott Branvold- Human Kinetics; 2nd edition (18 Mar. 2012)

2.Sports Sponsorship: Principles and Practices, By John A. Fortunato- McFarland & Co Inc (30 Aug. 2013)

3.6 LEADERSHIP PRINCIPLES IN SPORTS

UNIT I: Introduction to leadership Principles in Sports:concept of leadership in sports , the nature and characteristic of

leadership in sports , leadership as a tool in sports, leadership strategies, the spirit of game and leadership, role

and importance of leadership in sports

UNIT II: Defining Leadership :Defining an effective leader, what makes a good leader, Traits of good leadership,

Leadership v/s authority, understanding the influence and impact of a leader on the team and the vision of the

team, understanding leadership principles, leadership qualities and traits Good leaders & bad leaders (case

study), power and leadership.

UNIT III: Understanding the role of Leadership in sports: Exploring the relationship between team and sports, Importance

of leadership in sports, need for strong leadership in sports ,implementing leadership principles in sports ,

dynamics of leader and his team, role of leader, decision making and leadership.

UNIT IV: Decision making, leadership and sports: Taking decisions, planning and Identifying problem, chain of

command, importance of decision making, steps in decision making, decision making and leadership, decisions

making in sports , relation between good decision making , leadership and sports

UNIT V: Power politics in leadership and Sports:Sources of power, use of power in sports, moral practices & ethical

leadership, ethics in sports, concepts of idealism, individualism in leadership and sports, maintaining balancing

between leadership and authority, misuse and abuse of power in sports

REFERENCE : 1. Contemporary Leadership in Sport Organizations By Scott, David - Human Kinetics; 1 edition

(March 3, 2014)

2. Run to Win: Vince Lombardi on Coaching and Leadership By Donald T. Phillips- St. Martin's

Griffin (September 7, 2002)

3. Business Leadership and the Lessons from Sport By Hans Westerbeek, Aaron Smith - Palgrave

Macmillan (September 3, 2005)


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4.1 STRATEGIC MANAGEMENT: INDIAN AND GLOBAL CONTEXT

Objectives: Students are expected to integrate their knowledge gained in various functionalareas to make

business decisions, from the general manager's point of view in the global andIndian context. Teaching and

Examination: Students are expected to keep abreast of the contemporary business practices by reading the

business practices by reading the business magazines and management journals. Case studies, application

project Seminars and group exercises will supplement the class lectures.

Unit I

Corporate Strategic Planning - Mission - Vision of the firm - Development, maintenance andthe role of leader -

Hierarchal levels of planning - Streagic planning process. Strategicmanagement Practice in India. Competitive

advantage of Nations and its implication on IndianBusiness.

Unit II

Environment Analysis & Internal Analysis of Firm:General environment scanning, competitive &environment

analysis - to identify opportUnities& threat - Assessing internal environment through functional approach and

value chain -identifying critical success factors - to identify the strength & weakness - SWOT audit –

corecompetence - Stockholders' expectations, Scenario-planning - industry analysis.

Unit III

Strategy FormulationGeneric strategies - Grand strategies - Strategies of leading Indian companies - The role

ofdiversification - limits - means and forms. Strategic management for small organisations, nonprofit

organisations and large multi product and multiple market organisations.

Unit IV

Tools of Strategy : Planning and evaluation :Competitive cost dynamics - experience curve - BCG approach -

cash flow implication -IA-BSmatrix - A.D.Littles Life-cycle approach to strategic planning - Business portfolio

balancing -Assessment of economic contribution of strategy - Strategic funds programming.

Unit V

Strategy implication & Control:Various approaches to implementation of strategy - Matching organisation

structure withStrategy - 7S model - Strategic control process - Du Pont's control model and otherQuantitative

and Qualitative tools - Balanced score card - M.Porter's approach forGlobalisation - Future of Strategic

Management.

References :

1. Pearce & Robinson, Strategic Management, All Indian Travellors N D.

2. A.C.Hax and NS, Strategic Management: An Integrative Perspective, Majifu, Prentice Hall.

3. Michael Porter, Competitive strategies.

4. John A Pearce II and Richard B Robinson, “Strategic Management: Formulation,Implementation and

Control”, 9th Edition, TMH, 2007

5. Michael Porter, Competitive Advantage of Nations.

6. Samul C. Certo and J.Paul Peter, Strategic Management, Second Edn. Concepts & Application, McGraw

Hill.

7. Gregory G.Dess and Alex Miller, Strategic Management, McGraw Hill.

8. Gerry Johnson & Kevan scholes, Exploring Corporate Strategy: Text & Cases, Prentice HallIndia.

9. Jauch.L., Rajive Gupta & William.F.Glueck, Business Policy and Strategic Management,Frank Bros&Co.,

2003.

10. Fred R.David, Strategic Management Concepts & Cases, Pearson, 2003.

11. R. Srinivasan, Strategic Management, II edition, Prentice Hall of India, New Delhi.


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4.2 SPORTS TRAINING , TACTICS & PSYCHOLOGY

UNIT I: Introduction to sports training:Meaning and definition of Sports Training; Aims and tasks of Sports Training;

Characteristics of Sports Training; Principles of Training; Training Means; Training Methods

UNIT II: Conditional Abilities : Strength: Meaning, Forms of Strength, Factors determining strength, training methods

for strength improvement, general guidelines for strength training; Speed: Meaning, Forms of Speed, Factors

determining speed; Training methods for speed improvement; Endurance: Meaning, Forms of endurance,

factors determining endurance; Training methods for endurance improvement.

UNIT III: Motor Abilities : Flexibility: Meaning, Forms of flexibility, factors determining flexibility. Training methods

for flexibility improvement; Coordinative Abilities: Meaning, forms of Coordinative Abilities, factors

determining Coordinative abilities, Training Methods for Improvement of Coordinative Abilities.

UNIT IV: Introduction to Psychology in Sports:Understanding sport psychology, Definition of sport psychology, a brief

history of sport psychology and understanding is to who is a sport psychologist?

UNIT V: Personality and sport: Introduction to personality and sport, Understanding Trait theories, other measurable

personality variables, applying trait and narrow-band theories to sport, situational and interactional approaches,

applying the interactional model to sport, social learning theory and application of social learning theory to

sport.

REFERENCE: 1.Cratty, B. Perceptual and Motor Development in Infants and Children, Prentice Hall, 1989

2.Dick. F.W. Sports Training Principles, Lepus, London, 1990

3.Jenson, C.R. Fisher, A. G. Scientific Basis of Athletic Conditioning, Lea and Febiger, Philadelphia, 1992

4.Matveyew. J.H. Athletic Training and Physical Fitness, Allynand Bacon, Inc. Sydney, 1987

5.Sports Ethics for Sports Management Professionals, By Patrick Thornton, Walter T. Champion, Jr., Lawrence

S. Ruddell, Larry Ruddell - Jones & Bartlett Learning; 1 edition (April 20, 2011)

6.Sports Ethics: An Anthology by Jan Boxill- Blackwell Publishing; 1 edition (November 1, 2003)

7.Ethics in Sport, edited by William John Morgan- Human Kinetics; 2 edition (February 22, 2007)

4.Practical Ethics in Sport Management, By Angela Lumpkin, Sharon Kay Stoll, Jennifer M. Beller-

McFarland (November 23, 2011)

4.3 SPORTS HEALTH & NUTRITION

UNIT I: Introduction to Basic Nutrition : Role & importance of nutrition ,Basic food groups. It’s Uses & its importance.,

Food pyramid ,Macronutrients in Detail , Micronutrients in detail , Interrelation between Nutrients

UNIT II: Exercise physiology:Effect of training on heart & lung performance,Importance of heart rate monitoring, Index

of training, over training & detraining,


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UNIT III: Sports Injuries - Basic Principles , Various sports injury ,Body’s response to the injury ,Goal of treatment.

UNIT IV: Sports Nutrition:Carbohydrates in Sports Nutrition , Protein in Sports Nutrition , Lipids in Sports Nutrition

,Nutrients in Sports Nutrition

UNIT V: Diet planning in Sports: Like Marathon Runs, Cricket etc. : Strength Sports: Boxing, Weight Lifting etc ,

Athletes Diet and eating disorders , Weight maintenance plans

REFERENCE : ● Steven Ray, Irvin Richer - Sports Medicine - , Prentice Hall,1983

● Sports Injuries - Vinger and Roerner, - PSG Publishing Co. Inc,1981 William JGP,

● Sports medicine - London Edwar - Arnold Publications Morehouse and Rash,

● Sports medicine for Trainer by W.B.Saunders.

● Armstrong and Tucker, Injuries and Sports, London Scamples Press

4.4 INTERNATIONAL SPORTS MANAGEMENT

UNIT I: Strategic Management in international sports : Reasons to enter the global marketplace; global expansion and

comparative advantage; strategic management process; global strategies in the Sport Industry; trend analysis in

the sport industry; Social responsibility guidelines

UNIT II: Sport in North America :Economic impact of US Sport; Structure and Governance of sport in United States;

Professional Sport in United States; Amateur sport in United States; Structure of sport in Canada; Professional,

Elite, and amateur sport in Canada

UNIT III: Sport in Europe : Geography and background of Europe; the European Sport model; Economics of sport in

Europe; European sport Law; Sport in Eastern Europe

UNIT IV: Governance in international sports: Olympic and Paralympic sports- organization structure and governance,

historic and commercial development, staging the Olympic Games; fair play on and off the field; International

sports federations; Professional Sports Leagues- Structure, Governance, revenue sources, Competition among

Leagues

UNIT V: International Sport Business Strategy : International Sport Marketing- the international Sport consumer,

marketing and sponsorship in a global economy, international Brand management; New media in International

sport- new media technologies, new media and sport content, new media dimensions and challenges;

REFERENCE : 1. International Sport Management, By Ming Li, Eric MacIntosh, Gonzalo Bravo - Human Kinetics; 1

edition (August 11, 2011)

2. International Cases in the Business of Sport edited by Simon Chadwick, Dave Arthur- Routledge; 1

edition (November 30, 2007)


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4.5 GLOBAL SPORTS TOURISM

UNIT I: Introduction to sports tourism:Defining sports tourism; sports tourism - the supply side; the sport industry; the

sport tourism system; opportunities & challenges of providing sports tourism services; Sport Tourist –

behavior& motivations; characteristics of sports tourism market

UNIT II: Designing Sports Tourism Events: What is sports tourism events?; Importance of research; Informal and formal

assessment of need to host an event; feasibility study; Considerations when planning the event; Values,

attitudes and lifestyles; Characteristics of Sport tourist destination areas; setting and location considerations;

free v/s paid admissions; factors related to poor events

UNIT III: Sports tourism destination branding & marketing: Defining tourism destination; 10 A’s of successful

destination; stake-holders in destination management; consumer behavior& segmentation – motivation for

travel, destination selection, influence of destination images, travel purchase behavior process; Destination

branding – positioning, image & branding approach, benefits of destination branding, challenges of destination

branding, steps in destination branding

UNIT IV: Adventure tourism : What is adventure tourism; the commoditization of adventure tourism; importance of

technological developments; the role of the guide; risk management in adventure tourism; adventure tourism

business administration

UNIT V: Sports Tourism Development: Sport Locations, location hierarchies and tourism; sport tourism in built

environment & in natural landscapes; studying tourist motivations; capitalizing on the influence of culture,

place & identity through sport tourism; building visitor experiences; recollection and visitor satisfaction;

seasonal pattern and issues in sport tourism; nostalgia sport tourism;

REFERENCE: 1. Introduction to Sports Tourism and Event Management, edited by M. Saayman- Institute for Tourism

and Leisure Studies and Leis (December 31, 2001)

2. Sport Tourism Destinations: Issues, Opportunities and Analysis, edited by James E. S. Higham-

Routledge (November 8, 2004)

3. Sports Tourism, By Chris Bull, Mike Weed - Routledge; 1 edition (May 23, 2012)

4. Sport Tourism Development, By Tom Hinch, James Higham - Channel View Publications; 2 edition

(July 15, 2011)

BHARATHIAR UNIVERSITY: COIMBATORE-641 046 …syllabus.b-u.ac.in/syl_college/1516/mba_sports_management.pdf · SCHEME OF EXAMINATIONS – CBCS Pattern ... 1.2 ORGANISATIONAL BEHAVIOUR

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