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Sports management and marketing

Sports management and marketing
115-0399/01
čeština Sports management and marketing
115-0399/02
čeština

Summary

The aim of the subject is to transform the general fundamentals of management and marketing into the field of sport, to focus more on the personality to a sports manager, requirements for the performance of his/her profession in the specific sports environment. The course deals with methods and techniques of managerial work in sport, with current marketing concepts in sport and enumeration of possibilities of obtaining additional financial resources, including enumeration of some possibilities of entrepreneurship. Emphasis is placed on the health, education, social and especially economic importance of sport for society. The subject deals with the main issues of the current sports environment in the Czech Republic and compares it with the situation in other EU countries.

Literature

ČÁSLAVOVÁ, Eva. Trends in sports marketing. Prague: Charles University, Karolinum Press, 2025. 152 s. ISBN 978-80-246-5996-1 .
LUSSIER, Robert N. a KIMBALL, David Charles. Applied sport management skills. Fourth edition. Champaign, IL: Human Kinetics, 2024. 529 s. ISBN 978-1-7182-1321-0.
NORTHOUSE, Peter G. Leadership: theory and practice. 9th ed. Los Angeles: SAGE, 2021. 600 s. ISBN 978-1-07-184091-7.

Advised literature

BATEMAN, Thomas S. a KONOPASKE, Robert. Management: leading & collaborating in a competitive world. 15e. New York, NY: McGraw Hill, 2023. 608 s. ISBN 978-1-26505130-3.
LILLEKER, Darren et al. Political Communication and COVID-19: Governance and Rhetoric in Times of Crisis. London and New York: Routledge, 2021. 372 s. ISBN 978-0-367-63679-1 .
TURKOVÁ, Kateřina. Sports communication on social media and audience reactions. Prague: Charles University, Karolinum Press, 2025. 227 s. ISBN 978-80-246-5966-4 .


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Language of instruction čeština, čeština
Code 115-0399
Abbreviation SMM
Course title Sports management and marketing
Coordinating department Department of Management
Course coordinator Ing. Eva Poledníková, Ph.D.