Faculty Business and Economics Minor Business of Sport and Entertainment (MBSE) Fall Semester 2017-18
Faculty Business and Economics
Minor
Business of Sport and Entertainment (MBSE)
Fall Semester 2017-18
2
AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
Minor Business of Sport and Entertainment, Fall Semester 2017-2018 Basic information
Title Business of Sport and Entertainment (MBSE)
1 study guide number 6000MBSE17
2 Study year 2017-2018
3 Faculty Business and Economics
4 Offering Course/ Program Sport Marketing
5 Croho 34409
6 Program Manager Marlies Sandee
7 Minor coordinator Program Tinie Denton , [email protected]
8 Minor type Broadening
9 Fulltime / Part-time Fulltime >> 30 ECTS
10 Brief description See below
The international Minor Business of Sport and Entertainment (MBSE) is offered both in the Fall and Spring
semester. An international classroom is offered with English as standard language.
The focus of this minor is on the Business of Sport and Entertainment on a global scale.
The objective is to offer students the opportunity to develop more extended marketing- and business skills
in the specialized industries of sport and entertainment. In order to achieve this objective the following
subjects are part of the program:
Financial and Project Management (FPM), Research (RES), Music & Dance Events (MDE), Sustainability (SUS),
Sponsoring and Media (SPM), Law (LAW), Bidding and Hosting of Events (BHE), Ticketing of Events (TOE),
Project (PRC).
After successful completion of this minor students will be competent:
A) to recognize and describe current developments, stakeholders and different business models in the
Sport and Entertainment industries and bring this into practice via practical assignments.
B) to work as a junior consultant in the Sport and Entertainment industries. As a team player the student
can demonstrate skills regarding communications, client relations, project management, research,
analysis, filter, creation, reporting, advising and presenting to a client.
The program consists of:
70% - lectures, guest lectures, workshops, assignments and visits to events.
30% - practical project activities, students work as junior consultants in a team for real clients on real
assignments.
An educational trip abroad will be organized (3 nights, as part of the program) f.e. London or Paris.
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AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
11 Connection with HvA profile
See below
Cornerstone 1: Urbanisation in a big city, Urban Management, Urban Vitality
The subjects Bidding and Hosting of Events (BHE), Music and Dance Events (MDE), Sustainability (SUS), Law
(LAW) and Research (RES) are providing connections. Example of topics: Why do cities put themselves
forward as candidate to host global sport events ? What is the process from bidding, preparation, execution
to leaving a lasting legacy ? What is the economic and social importance for upcoming markets / cities ?
Cornerstone 2: Innovative entrepreneurship in a metropolitan area
ICT, creative industry and service industry.
The subjects Sponsoring and Media (SPM) , Music & Dance Events (MDE), Ticketing of Events (TOE) and
Project (PRC) are providing connections.
Example of topics: development of TV-formats, participation ADE (Amsterdam Dance Event) University
Entrepreneurship, innovating and participating in the knowledge economy.
The subjects Sponsoring and Media (SPM), Financial and Project Management (FPM), Project (PRC), Research
RES, Ticketing of Events (TOE) are providing connections.
12 Cooperation with other Courses/
Programs
Not applicable
13 Language English
14 Target group Exchange students, AUAS/HvA students and
external KiesOpMaat (KOM) students
15 Additional admission requirements Command of the English language at minimum
CEF level B-1, preferably CEF level B-2
Knowledge of the subject Marketing (minimum 1 year).
Students have to be available on a full-time basis.
Students have to demonstrate a passion for sports,
entertainment and/or events.
16 Titles educational units See testing program
17 Number ECTS per educational unit See testing program
18 Testing and assessment per
educational unit
See testing program
19 Number of contact hours per week 16-18 hours per week
20 Final result See testing program
21 Particular conditions Regarding students: laptop, students need to travel (own
expenses) to some local/national events as well as to meet their
client regarding their assignments. One educational trip to a
European city will be organized (own expenses).
Example: 4 days/3 nights London.
22 Minimum number of students Not applicable
23 Maximum number of students 35
24 Location Wibauthuis, Wibautstraat 3B (WBH), 1091 GH , NL- AMSTERDAM
25 Contact persons Exchange students: [email protected]
HvA/KOM students: I. Odenhoven [email protected]
Program: Tinie Denton, [email protected]
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AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
26 As from which year is the minor given? 2010
27 Which grade was given to the minor by
the students in recent evaluation?
8,0
28 What was the number of participants in
the most recent minor?
33
29 What was the success rate (in %) in the
most recent minor?
90%
Information for KiesOpMaat (KOM) -participation only:
31 Learning goals See description educational units
32 Admission requirements See description educational units
33 Literature See description educational units
34 Language English
35 Minor contact people regarding the
KOM-learning agreements
[email protected], telephone: 020-5952307
36 (additional) costs Some visits in the Netherlands,
Educational trip abroad, approx euro 500/600
37 Location Location Wibauthuis, Wibautstraat 3B (WBH), Amsterdam
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AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
Minor MBSE description Testing Program per module Testing methods abbreviations:
Assessment = AS, Assignment = OP, Paper = PA, Project = PJ, Presentation = PS, Written test = TS
1 Name educational unit Research (RES)
2 Study guide number 6600RES_17
3 Description During this minor the students will work as a Junior
Consultant for a client who asks to provide a reasoned and
elaborated answer on his central question (i.e. how to
reach new customers, how to engage with clients by
making use of sports(events)). The student has to come up
with robust insights that are new to the client and will have
to provide advise which should be really valuable. But next
to this, the student should provide insights that are valid
and will have to deal with the tension between practical
relevance and methodological rigor. In order to come up
with a plan that gives insights in how and why a certain
advise is given, the module ‘research skills’ provides the
student with research knowledge and skills. It is of major
importance that the student understands the assumed
problem of the client and the background of the problem:
in this module the student will learn how to make an
outline of the current situation. Furthermore, the student
will learn to make deliberated methodological choices and
gain more insights into how a practice oriented study can
be set up and accomplished.
4 Teaching method Lecture, guest lectures
5 Testing and weighing Testing: TS + PA, only in BLOCK 1 Weighing:
50 + 50
6 Number of ECTS 3
7 # contact hours (average p/wk) 1,5
8 Study material
Mandatory and advised literature +
other study material
Extracts from: Malhotra and Birks 2003, Delgato Asking the
right question, Saunders and Lewis 2012, Harris 2007
Evaluating Internet Sources, Creswell 2014, Qualitative
research design for beginners Turner 2010, Jones et al
2011 adult participation in sport.
Report: Repucom Fan Revolution.
See for details MBSE dedicated Feedbackfruits platform
9 Learning goals / competences
Upon completion of the module ‘research’ students will
have achieved the following results:
1. The student can describe the elements of, and
compose an outline of the current situation that is
written from a micro, meso and macro perspective
2. The student can formulate a marketing decision
problem and marketing research problem, and
subsequently formulate the central research
question and sub-questions
3. The student understands the elements of a
literature review and can critically evaluate
literature and write a literature review based on
the core topic(s) of the central research question
4. The student can formulate the fundamental
characteristics of quantitative research
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AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
5. The student can formulate the fundamental
characteristics of qualitative research
6. The student can choose and substantiate a
research approach that is based on the central
question and the underlying sub-questions
7. The student is able to give a detailed description
of how the (primary or secondary) data are
gathered and analyzed
8. The student is able to present the gathered
information in such a way that the information can
be traced back to the source.
10 Lecturers Jilles Visser
11 Lesson goals week 1 1. The student is able to
understand and apply the
marketing research process
2. The student is able to formulate
questions that will help to write
an outline of the current
situation of the client
3. Based on the briefing of the
client, the student is able to
create an outline of the current
situation of the client from a
micro, meso and macro
perspective
4. The student is able to
characterize the difference
between the marketing decision
problem and the marketing
research problem
5. Based on the outline of the
current situation, the student is
able to formulate the marketing
decision problem and the
marketing research problem of
the client
6. The student is able to formulate
a central research question and
sub-questions
Lesson goals week 2
1. The student is able to give a description of what
comprises a literature review
2. Based on the written outline of the current situation,
the student is able to determine the core topics for the
literature review
3. The student is able to critically evaluate secondary
data on predetermined criteria
4. The student can characterize a descriptive and critical
writing style and apply this knowledge in the literature
review
Lesson goals week 3
1. The student can describe the differences between a
quantitative and qualitative research approach
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AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
2. Based on the outline of the current situation, the
research question(s) and characteristics of the client,
the student can motivate the choice for a certain
research approach
3. The students can demonstrate which elements are part
of a method section (for quantitative and qualitative
research)
4. The student can formulate different type of questions
for qualitative research
5. The student can formulate different type of questions
for quantitative research
Lesson goals week 4 1. The student can describe different types of data and
understands the implications for data analysis
2. The student understand what type of presentation
(tables, graphs etc.) fits with what type of data
3. The student understands what steps he/she has to
take when analyzing qualitative data
4. The student can apply the APA 6 reference style
Lesson goals week 5 1. The student is able to critically evaluate and compare
two different studies on their objective, motivation for
their research approach and data collection procedure
2. The student is able to critically evaluate and compare
the presentation of results of two different studies
3. The student is able to discuss the methodological
strengths and weaknesses of two different studies
4. The student is able to reason which methodological
elements of the two different he/she would apply in
his/her own study
Guest Lecture Goals
1. During the guest lecture, the student is able to
formulate questions related to the methodological
aspects of a research project
2. After the guest lecture, the student is able to describe
what factors influence the design of a research project
3. After the guest lecture, the student can mention on
which aspects his/her methodological differs from the
one of the guest speaker
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AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
1 Name educational unit Financial and Project Management
(FPM)
2 Study guide number 6600FPM_17
3 Description This subject of the minor allows students to strengthen
their financial- and project management skills.
Topics in this course: financial aspects of a business plan
of an international operating sport organization, pricing
and cost calculations of a sport consultancy agency,
financing an international sport event, project management
of events. Students will be able to strengthen their
entrepreneurial skills and apply these skills straight away in
their project activities (PRC).
4 Teaching methods
Lecture, workshops
5 Testing and weighing Testing: Project (PJ) in BLOCK 1
Weighing: 100
6 Number of ECTS 3
7 Number of contact hours (average per
week)
1,5
8 Study material
Mandatory and advised literature +
other study material
Mandatory: Project Management A Practical Approach,
Roel Grit, 3rd Edition ISBN 9789001790929
Selected articles and/or reports from SportBusiness
International will be shared on the dedicated Feedback
Fruits MBSE platform
9 Learning goals / competences
Students will be able to strengthen their entrepreneurial
skills and apply these skills straight away in their project
activities (PRC).
10 Lecturers Ivo ‘t Hooft
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AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
1 Name educational unit Law (LAW)
2 Study guide number 6600LAW_16
3 Description The course Law focuses on legal matters in the Business of
Sport and Entertainment. Core topics of this course are:
Ambush marketing, organizing an event and legal
implications, match fixing, contract management and
doping.
4 Teaching methods Lectures, guest lectures
5 Testing and weighing Testing: TS-PA, only in BLOCK 1 Weighing:
80-20
6 Number of ECTS 3
7 # contact hours (average p/wk) 1,5
8 Study material
Mandatory and advised literature +
other study material
Mandatory: material from lectures and guest-lectures,
extracts from legal authorities such as CAS and WADA. Any
other current material will be shared on the dedicated MBSE
FeedBackFruits platform.
9 Learning goals / competences
After completion of this course students can:
1. Demonstrate insights of ambush marketing and
the (legal) protection against ambushers.
2. Assess the economic impact of events in the long
and short run.
3. Argument/plea if organizations are liable when
incidents occur during an event.
4. Assess the danger of match fixing and doping in
sports and know how to act against these issues.
5. Understand the differences between civil and
criminal law.
6. Understand the infrastructure of sports law.
7. Assess the position of stakeholders by use of
intellectual property.
10 Lecturer Gregory van Hout
1 Lesson goals week 1 Student can name some ambush
actions.
Student knows why companies do
ambush marketing activities.
Student knows how to protect the
events against ambushers.
2
Lesson goals week 2
Student can assess the value of international events for
cities. Student can judge the image of a city and can relate
events to it.
3 Lesson goals week 3
Student knows what the tort of law consists of.
Student can assess the liability of the different
stakeholders.
Student can assess the duty of care of an event organizer.
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AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
Student understands the criminal- and civil lawsuit of O.J.
Simpson.
4 Lesson goals week 4 Student knows the impact of match fixing and doping on
the credibility of future sport events.
Student knows how to protect events against these issues.
5 Lesson goals week 5 Student understands sports law and the different
stakeholders involved like WADA and CAS. Student can
assess the position of the different parties by use of
intellectual property.
Student can name the different ways for the to defender
against a claim of intellectual property
11
AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
1 Name educational unit Live Music & Dance Events (MDE)
2 Study guide number 6600MDE_16
3 Description This course is about the (live) entertainment sector and the
festival market. It focusses on the business side of these
domains. It will cover characteristics and structure of the
music industry, festivals & dance events, emphasizing
financial aspects such as business models and artist
settlements, marketing, branding, innovation and a variety
of branch inherent topics. It will offer insight in the concept
creation of music events, major trends and developments
and a basic sociology of events. In short; during this course
you will learn about the business of events and gain insight
in the way the music industry works.
4 Teaching methods lectures, guest lectures, field trips, reading sessions,
assignments
5 Testing and weighing Testing: TS-PA, only in BLOCK 1 Weighing:
80-20
6 Number of ECTS 3
7 # contact hours (average p/wk) 1,5
8 Study material
Mandatory and advised literature +
other study material
Articles will be shared on dedicated FeedBackFruits MBSE
platform; Extracts from:
Dance-onomics, Economic Significance of EDM for the
Netherlands, p1-20, research report by EVAR, October
2012. Welcome to the Experience Economy, B. Joseph Pine
II & James Gilmore, p 97-105, Harvard Business Review
1998. Customer Intimacy and Other Value Disciplines,
Michael Treacy & Fred Wiersema, p 84-93, Harvard
Business Review 1993. Current reports.
9 Learning goals / competences
By the end of this course you will be able to:
1. Describe and explain the music and festival industry in
general both in terms of market(size) and economic
impact, as with regards to the business models that
structure it commercially. Understand what the latest
trends in this sector are and why the occur. Perform a
quick scan of any festival (provided data availability)
and evaluate its strengths & weaknesses
2. Explain the financial structure of live events and
festivals: e.g. tickets, additional ticketing products,
drinks, food, side events, side products, merchandise,
lockers
3. Explain various frameworks of the marketing of events
& explain theoretical models such as ‘the experience
economy’, ‘value strategies’ and ‘storytelling’.
Understand the main features of branding, identity and
event marketing. Evaluate marketing strategies and
make strategic recommendations to increase
engagement.
4. Demonstrate understanding of social an sociological
mechanisms in the field of dance and music events.
Understand in basic terms why consumers like visiting
events. Identify several types of music consumers in
terms of community or neo-tribe.
10 Lecturers Peter de Baare
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AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
1 Lesson goals week 1 introduction, planning, assignment start Music Industry, Innovation
2 Lesson goals week 2 Music Industry, Innovation
3 Lesson goals week 3 Follow The Money: Business Models & Finance
4 Lesson goals week 4 Why do we like events? The Experience Economy & Sociology of Events
5 Lesson goals week 5 idem + Marketing, branding, identity, storytelling of events, Q&A, exam preparation
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AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
1 Name educational unit Ticketing of Events (TOE)
2 Study guide number 6600TOE_16
4 Teaching methods Lectures, guest lectures, visits to events / venues
5 Testing and weighing Testing: TS-PA, only in BLOCK 2 Weighing:
80-20
6 Number of ECTS 3
7 # contact hours (average per week) 1,5
8 Study material
Mandatory and advised literature +
other study material
selected pages from ‘What’s Blocking New Yorkers from
Getting Tickets’
selected pages from ‘Pricing Challenges In The Live Events
Industry’. literature & articles, extracts will be placed on
MBSE platform
9 Learning goals / competences
1. Describe and explain the ticketing industry in terms of
market alliances and economic impact, as well as with
regards to the business models run by ticketing companies
Understand and explain what current trends in this sector
are, and why the occur
2. Describe and explain the nature of secondary ticketing
in terms of its different shapes, market development,
consumer rights and basic legal issues, music industry
stance & action and political action or lack of it
Understand and explain what current trends concerning
secondary ticketing are, and why the occur
3. Name and explain the basic pricing classification
Recognize these principles in actual and present day
events, and understand how they are applied
4. Name and explain the main features of pricing as a
selling tool in entertainment
10 Lecturers Peter de Baare
1 Lesson goals week 1 introduction, history, business model, the landscape, the playing field
2
Lesson goals week 2
secondary ticketing, personalised tickets, Ticketswap
3 Lesson goals week 3
pricing strategies: from static to dynamic
4 Lesson goals week 4 guest lecture Ticketmaster Sports
5 Lesson goals week 5 pricing principles and best practices, Q&A, exam preparation
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AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
1 Name educational unit Bidding and Hosting of Events (BHE)
2 Study guide number 6600BHE_16
3 Description This courses focuses on large global sport events. First of
all we will look into the impact and large scale of these
events. Why do these cities or countries put themselves
forward as candidate, what is the process from bidding,
preparation, execution and leaving a lasting legacy ? What
is the economic and social importance for the upcoming
markets ?
4 Teaching methods Lecture, guest-lecture, visit to event/venue
5 Testing and weighing Testing: TS-PA, only in BLOCK 1 Weighing:
80-20
6 Number of ECTS 3
7 # contact hours (average p/wk) 1,5
8 Study material
Mandatory and advised literature +
other study material
TSE: developing a winning sports event strategy. Current
reports will be shared on the MBSE platform.
9 Learning goals / competences
1. Formulate and Explain trends and developments in the
industry of bidding and hosting of events
2. Explain the dynamics, effects and use of events with
regards to desired changes of host cities and countries
3. Apply and create ressons from cities and countries for
wanting to host events
4. Explain and apply key ingredients of a successful
bidding campaign
5. Create your opinion on the current developments in
the global world of bidding and hosting of events.
10 Lecturers Rob Spierings
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AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
1 Name educational unit Sustainability (SUS)
2 Study guide number 6600SUS_16
3 Description The theme Sustainability in Sports and Events is about the fact that
companies have a responsibility towards society and to the
environment. Especially in a globalized world. It gives us
opportunities for sustainable solutions, innovation, growth and
profit. Nowadays every company or organization has to find a
balance between the three P’s: People, Planet and Profit. Towards a
sustainable world. A sustainable business takes responsibility for
the environmental sustainability as well as the social sustainability.
Sustainability issues give companies the opportunity to innovate
towards new products, services or processes that benefit both
society and the business. Sport and Entertainment also operate in
a globalized world with the same new challenges.
In this course we will also pay attention to Fundraising and
Sports4Development with organizations such as Right to Play,
dance4life and the Dutch Football Association. Other topics are
Sports Participation, Vitality Management and Health Promotion as
part of social responsibility: the power of sports!
4 Teaching methods Lectures, guest lectures, visits to events / venues
5 Testing and weighing Testing: TS-PA, only in BLOCK 2 Weighing:80-20
6 Number of ECTS 3
7 # contact hours (average p/wk) 1,5
8 Study material
Mandatory and advised literature +
other study material
Extracts mandatory literature articles will be placed on the
dedicated MBSE FeedBackFruits platform. Reports and or articles
from SportBusiness International.
9 Learning goals / competences
1. Formulate and Explain trends and developments in the
industry of sustainability and corporate social responsibility
(CSR)
2. Explain the need for corporate and social awareness on
sustainability and CSR
3. Apply and create different concepts of sustainability and CSR
4. Explain and apply various concepts of ‘green’ events, venuss,
fundraising and sport4development
5. Create your opinion on the current developments in the
global world of sustainability and CSR.
10 Lecturers Rob Spierings
16
AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
1 Name educational unit Sponsoring and Media (SPM)
2 Study guide number 6600SPM_16
3 Description This module focuses on current developments in
Sponsoring and Media. Who are the main stakeholders and
how do they interlink? How do traditional broadcasters sell
advertising space and what is the impact of regulators and
perishable assets in this? What are the currencies CPM and
GRP and how are they used? Attention will be given to the
close relation between technology, media and
telecommunications. Key trends and examples of succesfull
marketing campaigns in Sport and Entertainment will be
touched upon. The key elements of a TV-format will be
explained and applied by the student in the creation of a
TV format. What is the defnition of sponsoring and how
does the landscape look like. Which steps are taken to
define a sponsoring strategy? How do research agencies
contribute to the accountability of investments in
sponsorships? The key elements of a Sponsorship proposal
will be explained and apllied by the student in the creation
of a Sponsorship Proposal.
4 Teaching methods Lectures, guest lectures, visits to events / venues
5 Testing and weighing Testing: TS-PA, Weighing: 80-20, Block 1
6 Number of ECTS 3
7 # contact hours (average p/wk) 1,5
8 Study material
Mandatory and advised literature +
other study material
Deloitte: TMT predictions 2016
SportBusiness: report Sponsorship Measurement and
Evaluation 2nd edition
SportBusiness: report Digital Strategies for Sport Deloitte:
Football Money League, January 2016
Havas sports & entertainment trends 2016
Delaware North: the future of sports, UEFA champions
league 2015-2018 cycle.
Also added as literature:
Current articles and/or extracts from reports added to
folder on dedicated MBSE FeedBackFruits platform
9 Learning goals / competences
1) Formulate and Explain trends and developments in
Sponsoring and Media in Sport and Entertainment
2) Explain roles of the stakeholders in the sales of TV
advertising by traditional broadcasters.
3) Apply and Create ingredients of a successful TV
format in PAPER
4) Explain and apply key ingredients of a sponsoring
strategy and advise on measurement and evaluation
5) Apply and Create a sponsorship proposal
10 Lecturers Tinie Denton
17
AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
Lesson goals Topics Homework
Lesson 1
Student understands the role
of media buying agencies and
broadcasters. Students can
calculate different media
currencies CPM and GRP.
Student understands the role
of regulators and can explain
the concept of perishable
assets in TV sales of
advertising space. Student
understands the key
ingredients for a TV format
and create a TV format.
TV advertising
Role media buying agencies
TV sales models in UK, NL
CPM selling vs GRP selling
Regulators & perishable assets
Super Bowl sales of half-time
show
TV-formats ingredients for
success
Briefing Paper: TV-format
Supporting material:
The Wit: The definitive guide how
to create a hit format in 10
lessons
Lesson 2
Student can formulate the
different stakeholders both
regarding Sponsoring and
Media. The student has a
helicopter view on the
current trends and
developments regarding the
future of Sport and
Entertainment.
Stakeholders in Sponsoring &
Media
Rules for successful campaigns
Value of social media for sport ?
Facebook stages of business
impact
The future of sports: challenges,
disruptions/opportunities:
stadium, broadcasting, third
venue, sponsorship+advertising,
teams+leagues, Esports & fantasy
sports, the fan
Homework: READ
Delaware North: The
Future of Sports
Havas sports and
Entertainment 2016
predictions + review
trends 2015 + best
campaigns
Deloitte TMT
predictions <section
media>
Lesson 3
Student can define
sponsorship. Student
understands the Sport
Business landscape its
elements and what the trends
for the future are
Defining sponsorship
Sponsorship rights and benefits
How it works – the Sportbusiness
landscape, Packaging,
acquisition, retention, Activating
Sponsorships
Future of Sponsorhsips
Delivery Paper TV-format
Lesson 4
Student can explain the role
of ROI, ROO, measurement.
Students knows and
understands the steps in
establishing a sponsorship
strategy. Student understands
the different objectives of
sponsors and sponsees.
Student can create a
sponsorship proposal.
Sponsorship ROI and ROO
Role of measurement
Establishing a sponsorship
strategy
Sponsorship objectives
Rights holder’s objectives
Heineken & sponsorship
Mojo Concerts & sponsoring
Creating a Sponsorship Proposal
Homework: READ
1. Repucom:Live
Music
Sponsorship
Lesson 5
Student has a practise run via
a test exam in order for the
student to get a good feel for
the type of questions and
how close the student is to
the right level needed for a
pass.
Test Exam Homework: RE-READ
all study material
18
AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018
1 Name educational unit Project (PRC)
2 Study guide number 6600PRC_16
3 Description The Minor Business of Sport and Entertainment consists of
theoretical courses and a practical course. The practical
course is a Project (PRC). This subject of the minor allows
students to gain experience as a junior consultant. The
knowledge and insights of the theoretical subjects that will
be offered during the course of the minor can be put into
practice in the project. Involved lecturers use their
international, professional network to find relevant and
challenging assignments for the project named “Studency””
activity.
4 Teaching methods
Working in project teams combined with thematic
workshops and visits to clients. Guidance by lecturers
acting as senior consultants to oversee the process.
5 Testing and weighing Testing: PJ, AS, PS. The PRC module BLOCK 1 and BLOCK 2
runs from start to finish of the semester. Weighing grading:
10% Seal the Deal, 15% Plan of Approach, 10% Sharing the
Knowledge, 15% Mid Term Evaluation, 25% Final
Deliverables, 25% Group & Personal Reflections.
The grading is established in above mentioned 6 phases.
>> see PRC study guide <<
6 Number of ECTS 6
7 Number of contact hours 6
8 Study material
Mandatory and advised literature +
other study material
Relevant material from all the MBSE courses depending on
content of the project assignment.
Any material provided by the client.
9 Learning goals / competences
After completion of this course students can:
• Demonstrate an understanding how to service a
client in the Sport and/or Entertainment
Industry as a junior consultant
• Work in a structured and efficient manner towards
agreed deliverables
• Demonstrate resilience when ‘the going gets
tough‘
• Apply time management skills
• Work in an international team with students of
whom English might not be their first language
• Carry and share responsibility as a team member
for the whole process
• Put knowledge and insights gained in theoretical
classes into practice
>> see PRC study guide <<<
10 Lecturers involved Peter de Baare, Ivo ’t Hooft, Jilles Visser,
Rob Spierings, Tinie Denton