syllabus

Module I
Sports economics & market analysis
1) Introduction; size and scope of sports and allied industry; challenges and complexities faced.
2) Micro and macro-economic effects of sports and allied industry on the economy
3) Analysis of public and private sector in sports and allied industry
4) Marketing of sports and allied industry for generating advertising and other sources of revenue
5) Formulation of financial valuation of sports and allied industry in open and closed economies

Module II
Sports business and entertainment

Sports business
1. Role of business in supplying sporting and allied goods and services
2. Marketing and its role in pricing, promoting and distributing sporting entertainment
3. Branding and role of advertising and merchandising through multiple mediums

Sports entertainment
1. Growth of electronic home entertainment
2. Radio and TV broadcasting
3. Popular music
4. Print media
5. Sports gambling
6. Contrived sporting events such as the Beijing Olympics 2008


Module III
Marketing research and strategic business decision making

Marketing research
1. Understanding market segments, target customers and product positioning
2. Effectiveness of marketing projects and promotions
3. Use of marketing research tools: demand analysis, ticket pricing optimization, media market optimization, facility amenity evaluation (via conjoint analysis), and sponsorship valuation.

Strategic business decision making
1. Private and public policies shaping legislative and executive decisions
2. Sports business strategies for current and future certainties and uncertainties
3. Economic effects of team relocation, league expansion or consolidation
4. Competition in changing regulatory environment
5. Growth of new markets
6. Valuation and acquisition of different forms of assets (such intellectual property, naming rights and sponsorships).

Project Work
Candidates would have to do a project to successfully complete the course.