ID:
SME0687
Duration (hours):
24
CFU:
3
Year:
2025
Overview
Date/time interval
Secondo Semestre (02/03/2026 - 05/06/2026)
Syllabus
Course Objectives
The course aims to expose students to the structure and organization of Italian sport and the players involved, the responsibilities they assume, and possible future developments, as well as the strategic management of sports businesses. The skills required by sports organizations. The Sport System. The course aims to provide students with specific skills to operate effectively in the sports sector, enabling them to understand and navigate the complexities of the sports market, apply strategic management principles adapted to the sports context, and analyze and manage the financial and economic issues specific to sports organizations.
- Manage amateur and professional sports while simultaneously pursuing sporting, cultural, economic, financial, and ethical sustainability goals;
- Create the organizational and financial conditions for the development of sports by enhancing relationships with the sports system's key stakeholders;
- Evaluate the management criticalities and challenges of the competitive environment in which sports organizations operate, both in terms of marketing and the use of new technologies. Understanding the logic and tools available to sports professionals to generate value within an organization or social context. Porter's Five Forces
- Manage amateur and professional sports while simultaneously pursuing sporting, cultural, economic, financial, and ethical sustainability goals;
- Create the organizational and financial conditions for the development of sports by enhancing relationships with the sports system's key stakeholders;
- Evaluate the management criticalities and challenges of the competitive environment in which sports organizations operate, both in terms of marketing and the use of new technologies. Understanding the logic and tools available to sports professionals to generate value within an organization or social context. Porter's Five Forces
Course Prerequisites
Good writing skills, analytical and creative thinking, use of Office, and basic English are required.
Teaching Methods
Teaching is delivered through lectures led by the instructor, using supporting materials (slides, example models, documentation, bibliographical materials, etc.), in-class exercises, and testimonials from professionals working in the field. New technologies, where possible, are used in the organization and management of sports activities. The material presented in class is made available on the Moodle page dedicated to the course. Students are required to systematically study the relevant texts independently, prepare classroom activities (if necessary), and actively participate in the proposed discussions. Students who are absent are required to study the texts listed in the reading list and the lectures published on Moodle.
Assessment Methods
The assessment consists of a written test. The test will last 45-60 minutes. The purpose of the exam is to verify the achievement of the previously indicated learning objectives, assessing the level of knowledge and understanding of the topics covered, making connections between the course content, and comparing different aspects covered in class. The test is structured with multiple-choice questions, open-ended questions, and a problem-solving task. The grade is expressed out of 30. Throughout the lessons, active participation will be encouraged, with questions and management problems related to the world of sports being gradually posed from a technical, legislative, and economic perspective. Students will test themselves using the knowledge acquired in class, adopting a creative approach to innovation in business and digital business, and finding solutions to the problems presented.
Contents
1) The economic dimension of sport and the skills required
2) The regulatory context of sport
3) The organization of sport
4) The sports market
5) Business as an economic-social system
6) Stakeholders of sports companies
7) Professional and amateur sports clubs. The national and international sports system
8) Sources of financing for sports companies. Financial and economic management. The balance sheet of sports clubs and sports associations
9) Business Plan and Break-Even Point
basic strategic plan.
10) Organizational aspects of sports companies. Organizational charts and functions.
11) Green Goal: UN Goal 2030. Sport, Sustainable Events, and Fan Engagement
12) The function of traditional and sports marketing
13) The marketing mix: communication policy in sport. The strategic marketing plan in sports companies. Competition and M. Porter's 5 forces
14) Marketing control in sport. Marketing and Digital Marketing Channel Management in the Sports Sector
15) E-sports: Fusion of Technology, Sport, and Culture. Economic, Social, and Management Aspects
2) The regulatory context of sport
3) The organization of sport
4) The sports market
5) Business as an economic-social system
6) Stakeholders of sports companies
7) Professional and amateur sports clubs. The national and international sports system
8) Sources of financing for sports companies. Financial and economic management. The balance sheet of sports clubs and sports associations
9) Business Plan and Break-Even Point
basic strategic plan.
10) Organizational aspects of sports companies. Organizational charts and functions.
11) Green Goal: UN Goal 2030. Sport, Sustainable Events, and Fan Engagement
12) The function of traditional and sports marketing
13) The marketing mix: communication policy in sport. The strategic marketing plan in sports companies. Competition and M. Porter's 5 forces
14) Marketing control in sport. Marketing and Digital Marketing Channel Management in the Sports Sector
15) E-sports: Fusion of Technology, Sport, and Culture. Economic, Social, and Management Aspects
Course Language
Italiano
More information
The text adopted is as follows: "Sport Management" Author: Donatella Lorato. Publisher: Pacini Editore. ISBN:9791254863858. The teacher will be available to meet with students after class, by appointment only. Please email: elena.querci@uninsubria.it
Degrees
Degrees
SCIENZE MOTORIE
Bachelor’s Degree
3 years
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People
People
Teaching staff
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