Robbie Coyle - Holmesglen Institute of TAFE - The Gap: bridging the academic-industry divide in a start-up Sports Media course

HOLMESGLEN BACHELOR OF SPORTS MEDIA

THE GAP:

Bridging the academic – industry divide in a start up Sports Media course.

INFORMA CONFERENCE – Monday 16th February 2015

PECHA KUCHA

Robbie Coyle

Course Leader

Bachelor of Sports Media (Holmesglen)

Bachelor of Sports Management (UC Melbourne)

GRADUATE STUDENTJOB READINESS

Are graduating students ‘job ready’?

Academics say YES

Of Business Leaders AGREE

http://issuu.com/athleteassessments/docs/minimagazine_02_printpdf_/1

TEQSA – AUSTRALIAN QUALIFICATIONS FRAMEWORK

AQF LEVEL 7 CRITERIA

Summary Graduates at this level will have broad and coherent knowledge and skills for professional work and/or further learning

Knowledge Graduates at this level will have broad and coherent theoretical and technical knowledge with depth in one or more

disciplines or areas of practice

Skills Graduates at this level will have well-developed cognitive, technical and communication skills to select

and apply methods and technologies to:

• analyse and evaluate information to complete a range of activities

• analyse, generate and transmit solutions to unpredictable and sometimes complex problems

• transmit knowledge, skills and ideas to others

Application of knowledge and skills Graduates at this level will apply knowledge and skills to demonstrate autonomy, well-

developed judgement of knowledge and responsibility:

• in contexts that require self-directed work and learning

• within broad parameters to provide specialist advice and functions

TEQSA – AUSTRALIAN QUALIFICATIONS FRAMEWORK

BACHELOR DEGREE QUALIFICATION TYPE DESCRIPTOR

Purpose

The Bachelor Degree qualifies individuals who apply a broad and coherent body of knowledge in a range of

contexts to undertake professional work and as a pathway for further learning

Knowledge

Graduates of a Bachelor Degree will have a broad and coherent body of knowledge, with depth in the

underlying principles and concepts in one or more disciplines as a basis for independent lifelong learning

Skills

Graduates of a Bachelor Degree will have:

• cognitive skills to review critically, analyse, consolidate and synthesise knowledge

• cognitive and technical skills to demonstrate a broad understanding of knowledge with depth in some areas

• cognitive and creative skills to exercise critical thinking and judgement in identifying and solving problems with intellectual

independence

• communication skills to present a clear, coherent and independent exposition of knowledge and ideas

Application of knowledge and skills

Graduates of a Bachelor Degree will demonstrate the application of knowledge and skills:

• with initiative and judgement in planning, problem solving and decision making in professional practice and skills and/or

scholarship

• to adapt knowledge and skills in diverse contexts

• with responsibility and accountability for own learning and professional practice and in collaboration with others within broad

parameters

Volume of learning The volume of a Bachelor Degree is typically 3 – 4 years

COURSE BACKGROUND SNAPSHOT

Course reference panel established in 2010

Mixture of academics and industry professionals

TEQSA accreditation

Decision reached in 2013 to offer course in 2014

Institute wide support of course

Strategy development

Instantaneous industry liaison and engagement

MARKET POSITION in AUSTRALIA

COURSE ROLL OUT STRATEGY

Understanding of immediate market – Melbourne

Media convergence, tech savviness of students (social media), rise of the

citizen journalist

Understanding of industry & mutually beneficial opportunities with sporting

organisations in particular

Commercialisation of sports industry

Still filtering to grassroots sport

Competitiveness of industry, branding & PR still integral irrespective of

status of sports organisation = consolidation & growth

= OPPORTUNITY

INDUSTRY ENGAGEMENT

1st step straight to industry

Concept, industry and market position explanation

Asked industry for their thoughts

Asked industry for their opinion of the course structure

Asked industry for their involvement & preferred capacity

Ongoing continuous engagement & communication

Minimise their effort…service them whilst developing rapport

LISTEN, LISTEN, LISTEN

= BUY IN

STUDENT COHORT PROFILE

In excess of 110 applications for first year

Predominantly males i.e. 80%

All with an underlying passion for sport

Needed to harness this immediately

Proactive, energetic and enthusiastic

Provision of opportunities

= COURSE CHAMPSIONS & AMBASSADORS

STUDENT NUMBERS & JUSTIFICATION

25 students only from 110

3 stage selection process – ATAR, interview and folio

Niche, fluid and emerging industry

Boutique course

Student as a learner not simply a student number

Manageable – students & industry opportunities –

Build reputation, create & sustain reputation

Competitive advantage

= INDUSTRY READY GRADUATES

GUEST LECTURERS & TOURS 2014

NAME TITLE ORGANISATION

1 Callum Twomey Journalist & Reporter AFL Media

2 Chris Johnston Senior Writer The Age

3 Craig Butt Data Journalist The Age

4 Craig Mitchell Managing Director CrankSports

5 Craig Spence Director of Coaching Albert Park Driving Range

6 David Watts Privacy Commissioner Privacy Victoria

7 Dugald Jellie Sports Writter and Blogger Freelance

8 Felicity Lewis Graphics & Multimedia Editor Fairfax Media

9 Hayden Bowler Digital Media Guru / Managing Director Javeline Australia / The Studio Dreams

10 Heath O'Loughlin General Manager, Media, Communications and Marketing North Melbourne Football Club

11 Jesse Hogan Sports Reporter The Age

12 Karl Quinn National Film Editor Fairfax Media

13 Louise Connor State Secretary Media Entertaiment & Arts Alliance

14 MCG and National Sports Museum Tour

15 Mitchell Toy Digital Producer & Journalist Sunday Herald Sun

16 Nick Honey CEO Basketball Vic

17 Nina Rousseau Food Editor Epicure

18 North Melbourne Football Club - Welcome to AFL session

19 Paul Kiteley Performance Services Manager Victorian Institute of Sport

20 Peter Barrett Freelance Journalist & Copywriter Designworks

21 Peter Hitchener News Anchor Channel 9 National News

22 Rohan Connolly Senior Sports Writer The Age

23 Russell Holmesby Editor SEN Inside Football

24 Steven Reaper General Manager AFL Victoria

25 Ted Hopkins Founder, & Director Champion Data, & Ted Sport

26 The Age Tour

27 Trevor Grant Former Sports Journalist The Age

NEW COURSE STRUCTURE

Year Semester Media Journalism Communications Sport

One

One BSM109 – The Media

Industry (6 points)

BSM102 – Introduction to

Journalism and Research

(6 points)

BSM107 – Introduction to

Public Relations (6 points)

BSM110 Sport in Australia

(6 points)

Two BSM105 – Ethics and the

Media (6 points)

BSM106 – Basic Writing for

Journalism (6 points)

BSM103 –Social Media (6

points)

BSM111 - Sports Marketing

(6 points)

Two

Three BSM205– Emerging Media

Production (6 points)

BSM209 - Sports Journalism

(6 points)

BSM203 – Sports

Broadcasting (6 points)

BSM210 – Sport Sponsorship

(6 points)

Four BSM211 - Media and the Law

(6 points)

BSM202 – TV Journalism

(6 points)

BSM207 – Advanced Public

Relations and Communication

(6 points)

BSM212 – The Business of

Sport (6 points)

Three

Five BSM301 – Sport and the

Media (6 points)

BSM302 – Advanced

Journalism Writing (6 points)

BSM303 – Advanced Sports

Broadcasting (6 points)

BSM308 – Transition to

Professional Practice (6

points)

Six BSM305 - Advanced Sports

Media (6 points)

BSM306 –Investigative

Journalism (6 points) BSM307 – Sports Media Internship (12 points)

NEW COURSE STRUCTURE OPPORTUNITIES

QUARTER TIMES 1st ISSUE

QUARTER TIMES 2nd ISSUE

QUARTER TIMES 2nd ISSUE

MUTUALLY BENEFICIAL PARTNERSHIPS

Loretta Wingfield and Kate Withers

= REAL WORLD STUDENT LEARNING OPPORTUNITIES

GOVERNANCE OF STUDENT OPPORTUNITIES

Presentation of opportunity from industry partner for approval

Dissemination to student population

Formal application process with Course Leader Cc’d

Evidence of work with application submission

Selection or otherwise of student

Effort and application are rewarded

Use of sports talk

Ongoing communication with industry partners

= QUALITY CONTROL

TIPS

Strategise

Follow through on strategy

Engagement with industry

Understand how to best leverage this engagement

Identify & capitalise on mutually beneficial opportunities

Service the industry support

Continue to understand future opportunities

Team work, buy in, support, effort

= STUDENT ENGAGEMENT!

QUESTIONS???