Lahore University of Management Sciences. MGMT 346 Sports Management Fall Semester 2017

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1 MGMT 346 Sports Management Fall Semester 2017 Instructor Room No. Office Hours Telephone Secretary/TA TA Office Hours Course URL (if any) Syed Shoaib Naveed TBA Wed and Fri: 4pm 5pm TBA Sec: Nabeela Shahzadi; TA: TBA TBA suraj.lums.edu.pk COURSE BASICS Credit Hours 3 Lecture(s) Duration 75 min Recitation/Lab (per week) N/A Duration Tutorial (per week) N/A Duration COURSE DISTRIBUTION Core Elective Yes Open for Student Category Third and Fourth Year Undergraduates Close for Student Category COURSE DESCRIPTION The course is designed to introduce students at the undergraduate level with the field of Sports Management, and help dissect the business of sports. With the field developing in Pakistan after the introduction of the Pakistan Super League, the course will aim at highlighting the fundamentals of the sports management industry, across the world and how these can be applied to the local market. Students will be exposed to the mechanics of how business operations in sports work, the key revenue and expense generators and how each field is functioning and evolving in current times. The course will endeavor to be as practical and real world friendly as possible focusing on giving the students a hands on experience of the sports business industry. COURSE PREREQUISITE(S) N/A COURSE LEARNING OBJECTIVES 1. Develop understanding in the basics of how the sports economy works 2. Gather knowledge about how the sports business and respective bodies and sports related entities function across the world 3. Prepare students to apply learnings from global practices to local market, guide them in understanding the hurdles present in the Pakistan Sports Industry and how to best adapt to local circumstances

2 LEARNING OUTCOMES Upon completion of the course, students will be able to; 1. Understand the basic functioning of the sports as an industry 2. Be able to highlight and explain the economics around sports; with a clear understanding of sports broadcasting, sponsorship, licensing and ticketing 3. Formulate business plans and strategies relevant to sports Sports Marketing Plan; Sponsorship Proposals; Communications and PR Plan in Sports; Sports and Digital Strategy 4. Understand the model, development and growth of the Pakistan Super League 5. Be able to highlight key issues in the local sports market 6. Study the functioning of the sports industry in more successful markets 7. Be able to apply adapted improvements from successful case studies to the local sports industry by the end of course 8. Look beyond just the playing field and the players on it and be able to identify the business and operations that enables sports to take place and appreciate the multi faceted social impact of sports. UNDERGRADUATE PROGRAM LEARNING GOALS & OBJECTIVES General Learning Goals & Objectives Goal 1 Effective Written and Oral Communication Objective: Students will demonstrate effective writing and oral communication skills Goal 2 Ethical Understanding and Reasoning Objective: Students will demonstrate that they are able to identify and address ethical issues in an organizational context. Goal 3 Analytical Thinking and Problem Solving Skills Objective: Students will demonstrate that they are able to identify key problems and generate viable solutions. Goal 4 Application of Information Technology Objective: Students will demonstrate that they are able to use current technologies in business and management context. Goal 5 Teamwork in Diverse and Multicultural Environments Objective: Students will demonstrate that they are able to work effectively in diverse environments. Goal 6 Understanding Organizational Ecosystems Objective: Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal, Technological, and Social environment of organizations. Major Specific Learning Goals & Objectives Goal 7 (a) Discipline Specific Knowledge and Understanding Objective: Students will demonstrate knowledge of key business disciplines and how they interact including application to real world situations (Including subject knowledge). Goal 7 (b) Understanding the science behind the decision making process (for MGS Majors) Objective: Students will demonstrate ability to analyze a business problem, design and apply appropriate decision support tools, interpret results and make meaningful recommendations to support the decision maker

3 Indicate below how the course learning objectives specifically relate to any program learning goals and objectives. PROGRAM LEARNING GOALS AND OBJECTIVES Goal 1 Effective Written and Oral Communication Goal 2 Ethical Understanding and Reasoning Goal 3 Analytical Thinking and Problem Solving Skills Goal 4 Application of Information Technology Goal 5 Teamwork in Diverse and Multicultural Environments Goal 6 Understanding Organizational Ecosystems Goal 7 (a) Discipline Specific Knowledge and Understanding Goal 7 (b) Understanding the science behind the decision making process COURSE LEARNING OBJECTIVES Students will demonstrate effective writing and oral communication skills through class assignments and active class participation Students will demonstrate that they are able to identify and address ethical issues in sports through frequent discussion on relevant social issues in the industry Students will demonstrate that they are able to identify key problems in the Pakistan Sports Industry and generate viable solutions by studying successful case studies in developed markets. Students will demonstrate that they are able to understand and develop digital successful digital strategies as applied to sports Students will demonstrate that they are able to understand and develop digital successful digital strategies as applied to sports Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal, Technological, and Social environment of the sports industry through the duration of the course Students will demonstrate knowledge of key business disciplines and how they interact including application to real world situations (Including subject knowledge). Students will demonstrate ability to analyze sports business problems, design and apply appropriate decision support tools, interpret results and make meaningful recommendations to support the decision maker COURSE ASSESSMENT ITEM Written Project, Quizzes, Assignments, Exam Oral CP, Group Presentations CP, Mid Term Exam, Final Project CP, Mid Term Exam, Group and Final Project Quizzes, CP, Group Project Group Project, Case Studies, CP Final, Mid Term Exam, Group Project, Quizzes Quizzes,Final, Mid Term Exam, Group Project Quizzes, Case Studies, Final

4 GRADING BREAKUP AND POLICY Quiz(s): 20% Class Participation: 10% Attendance: 10% Midterm Examination: 25% Group Project: 15% Final Project: 20% EXAMINATION DETAIL Midterm Exam Final Exam Yes/No: Yes Combine Separate: Separate Duration: 1 hr Preferred Date: 20 th Lecture Exam Specifications: Individual Problem solving and case study question answers Yes/No: No (Final Project) Combine Separate: Duration: Exam Specifications: COURSE OVERVIEW WEEK/ LECTURE/ TOPICS MODULE Introduction and Sports as a Business Setting up a Sports Brand Marketing in Sports (Athlete, Team) RECOMMENDED READINGS The Business of NFL, the biggest commercial sports league in the world; Adidas and The Commercialization of Sport Analyzing the economics of soccer games IPL and Bollywood UFC Evolution of a Sport Sharapova Marketing a Champion Athletcio Madrid Global or Local? Dwayne Wade NBA All Star SESSION OBJECTIVE(S) Get introduced to the the business end of sports Gain basic picture of how the commercial leagues and sports entities operate Gain understanding of what goes behind creating large scale sports brands Understand the various stages of league formulating How are contemporary athletes made into global stars? How are sports teams marketing themselves around the world? Where is Pakistan falling behind and steps that need to be taken to market our sports starts better

5 Marketing in Sports (Event, Governing Body, League) Guest Lecture PCB/PSL Chairman (Najam Sethi) Nike 2010 WC NASCAR Transformation Real Madrid Formula One Motor Racing Eccelstone and How one man revolutionized the sport Jacques Faul and Cricket South Africa How are large scale sports events marketed? Identifying key differences in marketing of athletes and leagues/events through case studies How is a sports marketing plan constituted? Practical learning through discussing the setting up of the PSL and the role leadership plays in formulating sports entities Leadership in Sports, Case Study F1/NBA/MLB Phil Knight and The Founding of Nike Changing Times in NBA Study on David Stern Understanding the novel concepts and strategies of visionaries in the sports industries How leadership practices introduced in the developed sports markets can be applied to emerging ones like Pakistan Digital Marketing in Sports Athlete performance and social media engagement (Score a Tweet, Post a Goal) Bringing Digital to Wimbledon How sports is being shaped by digital marketing Groundbreaking technology and innovation that is helping sports brands market themselves better Guest Lecture Ahmer Naqvi (COO Patari, Head Digital PSL Season 1) Partenrship Marketing in Sports Class Group Presentation Begin Sports Marketing Plan Social Media Marketing Nike Practical learning through how social media marketing was applied in the PSL How the Pakistan digital space is transforming and ways in which the sports industry needs to capitalize Understand the unique problems that can arise with leveraging of social media and steps that can be taken to avoid these problems Sony FIFA Value of Sponsorship Understand the value of activations and partnership marketing in establishing impactful sports sponsorship Understand both the brand and the sports entity perspectives, goals and outcomes

6 Class Group Presentation Marketing Plan Sponsorship in Sports Building a Sponsorship Plan, Brand and Sponsorship Fit Broadcasting and Media Value in Sports Changing Media Landscape in Sports Partnership Marketing in Pakistan Guest Lecture Sponsorship in Sports in Pakistan (Salman Butt Marketing Head PEPSI Co Pakistan) Licnensing and Merchandising in Sports Event Sponsorship and Ambush Marketing in Beijing Olympics Mastercard Football WC Visa Sponsorship BofA Sports Sponsorship and Evaluation NBC MLB Rights Bid NFL Rights Sky Sports MLB BAM Demonstrate key concepts learnt so far in Sports Marketing, Brand Development and Partnership marketing through group project and presentations Understand the large scale sponsorships in sports. The values attached and the value derived for both entities Why Sports Sponsorship over other sponsorships? How to build a sponsorship proposal around a sports entity Identifying key traits of different sports products to determine brand fit. Understand the impact of media value and TV rights in sports Understand the complexities of TV Rights Deals Identify and understand the issues pertaining to the Pakistan Sports Broadcasting landscape How is live streaming and digital media changing the face of sports media? How sports is leading the way for other industries to capitalize on digital media What this means for emerging markets like Pakistan and how digital media rights are the future of commercial sports To be assigned later How brands are leveraging sports as a marketing tool to further their business needs in Pakistan Identifying key differences in practices of foreign markets and Pakistan Steps that can be taken to improve partnership impact of sports in local market To be assigned later Understanding the basic mechanics of licensing and sports merchandising Identifying best

7 Ticketing Issues with Cricket in Ticketing compared to Other Team Sports Pakistan Super League Path to the League, Setting up the League Pakistan Super League Issues for the League Comparing Pakistan Market to Other Emerging Markets Mid Term Exam The Franchise Business in Sports and PSL Franchise Sports the Future Globally and Pakistan Guest Lecture Ali Naqvi Owner Islamabad United Event Management and Venue Management in Sports merchandising practices from teams across the world Identifying challenges in nascent merchandising markets like Pakistan London Olympics 2012 Ticketing Why is ticketing of basic importance in sports What are the changing practices in sports ticketing? Unique problems and solutions of ticketing as pertained to the PSL Finding Relevance in a Changing Cricket Understanding the different World; Position Paper on The Pakistan stages of the PSL Super League Understanding the Business Model of the PSL Identifying problems and the solutions of the problems in the inception and formulation of PSL Major League Soccer, and the struggles of Identifying risk factors for the an emerging sport in the US PSL Adaptations that can be made in the business model to strengthen the league External factors from various sectors that determine the league feasibility and growth Chicago Cubs How does the Business of Franchises in sports work Problems faced in terms of market engagement, competition, cash flows and value Oakland As and Billy Beane Practical learning through discussion of Franchise Business in Pakistan Problems faces, risk assessments and potential upsides of franchise management through eyes of a Team Owner Olympics and Risk Management Basics principles of managing sports events and operations Dallas Cowboy Stadium and Tax Payer Understanding innovations Money and transformations undergoing sports venue management Strategies being implemented

8 Business and Management of Large Scale Sports Events (World Cup, Olympics) Athlete Management and Role of Player Associations in the Buisness of Sports Commercial Sports Development and the role of government in development Guest Lecture Mr. Subhan Ahmad (COO, PCB) The Way Forward Growing Business of Sports in Developing Markets and Pakistan to maximize impact of sports events and utility of sports venues to the local population, and how these can be applied to the Pakistani landscape Scoring the London Olympics Understanding the Business and economics of hosting Salt Lake City Olympics larger scale sports events Identifying risk and rewards to large scale events ROI v ROO when applied to sports events IMG and Talent Management Understanding the business landscape of talent Lebron James management How players associations Collective Bargain Agreement NHL formulate collective bragianing agreements Where Pakistan is lacking in terms of Athlete management and how the commercial safeguarding of athletes can be rectified in Pakistan Uber in China Role government plays in functioning of sports around the world Advantages and disadvdatges of government involvement to commercialization of sport Practical learning through understanding the problems PCB goes through as an autonomous semigovernment organization in growing of business The Operations of Football and FIFA Identifying the major areas of concern for sports to profit as a business in Pakistan Learnings from other emerging markets and the development of sport Strategies and way forward for the commercial sports industry to grow in Pakistan Final Demonstrate understanding of the sports management industry, learnings from the course and study of the local sports landscape by coming up with a final individual

9 project that details the setting up, basic functioning and business model of sports related entity in Pakistan (can be a sports product, league, athlete related enterprise, team etc) TEXTBOOK(S)/SUPPLEMENTARY READINGS Business of Sport Management (ISBN 13: ) International Cases in the Business of Sport (ISBN 13: )