Minor the Business of Sports and Events

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1 Minor the Business of Sports and Events The Minor the Business of Sports and Events (MBSE) is part of the School of Economics and Management, Hogeschool van Amsterdam, Amsterdam University of Applied Sciences The minor MBSE (30 ects) is offered twice per academic year, fall semester August-January, spring semester February-July. This minor is aimed at students with at least 2 years of basic marketing knowledge, a keen interest in sports and/or music/dance, passion for an international environment, solid English (minimum CEF B1) and having completed an internship.

2 The Minor the Business of Sports and Events (MBSE) focuses on sport and entertainment events on a global scale. During this minor you will receive in-depth marketing information on global sport events from various angles and we invite you to experience actual sport events, music events and dance events with us. We have a high standard line-up of guest speakers who will motivate and inspire you with their stories and vision on their area of expertise. We will visit and experience a few events first hand. In one semester we hope to inspire you and add knowledge and experiences which will last you a lifetime. The Minor the Business of Sports and Events consist of two parts, a theoretical part and a practical part. The theoretical part of this minor offers the students theoretical courses in International Sport Events, Live Music & Dance Events, Sponsoring & Media, Sustainability in Sports and Events, Financial Management and Project Management. All courses are part of the International Timetable of the School of Economics and Management, Amsterdam University of Applied Sciences (Hogeschool van Amsterdam), and as such will be in English. The practical part is an innovative practical environment called STUDENCY (a student consultancy company) which offers the students the experience of working as a Junior Consultant with real life clients and exciting assignments. The client portfolio of STUDENCY consists of international clients such as Right to Play, ID&T, Dutch Olympic Federation, EC BMX 2011, EC Lacrosse 2012, EC Athletics 2016, Innovation Lab, ITF, USTA, ATP Travel, As a Junior Consultant you and your team will work on an actual assignment from one of our clients. You will have regular meetings and feedback sessions with this client. The team effort consists in delivering an on time result of optimal quality. The project teams are coached, supervised and audited by a senior consultant; one of the MBSE staff according to his/her expertise. 2

3 The theoretical courses which are offered during this Minor are International Sport Events, Live Music & Dance Events, Sponsoring & Media, Sustainability in Sports and Events, Financial Management and Project Management. Besides these courses we will have workshops during the semester related to Consultancy skills. Sponsoring & Media (SPM) The international sport industry is developing rapidly. Major companies such as Coca Cola and Vodafone spend major budgets on sponsoring worldwide sport events, such as Olympic Games and World Championships, as a part of their company goals and strategies as well local sport events. The industry is influenced by economic developments, also the increasing influence of internet plays an important role. Standard sponsor contracts no longer meet the expectations of sponsors. The media landscape is changing rapidly with cross media platforms and multi-channeling. The business model of the broadcaster is changing as well as the demands of the viewers are changing. Sustainability in Sports & Events (SUS) Sustainability is a corporate management issue and Corporate Social Responsibility is increasingly more important than before. The theme CSR (Corporate Social Responsibility) is about the fact that companies have a responsibility towards society and to their environment. Also sport and music events think about their legacy and sustainability. Since this area of expertise is changing rapidly this course will be constantly updated. 3

4 International Sport Events (SEI part I) This course focuses on large global sport events. Whether single sport or multi sport, World Championship or Grand Slam, the impact of large scale sport events is something which attracts millions of dollars in revenues and have a big impact on our society. Metropolitan cities and emerging countries use global sport events as means to rejuvenate cities and/or fast-track the implementation of changes needed to bring a country forward. The bidding process related to a large global event is an industry by itself, having leaving a lasting legacy as leverage for millions of dollars needed for investments. What are these legacies and how do they legitimize those investments? We will focus on the research and publications related to Olympic Games, World Cup Soccer and other mega sport events. The central question we will try to answer during this course is: Why are cities and countries investing millions in hosting large sport events? Aside from hearing about events we will also try to offer the experience of visiting an event during the semester, national and or international. The Courses Sponsoring & Media (56 hrs) Sustainability in Sports( 32 hrs) International Sport Events (28 hrs) Live Music & Dance events (28 hrs) Financial &Project Management (16 hrs) STUDENCY project (80 hrs) Lectures are structured around the following themes: I.Why do we like events? Sociological and psychological background of the striking popularity and commercial success of events. II. Mapping the international scene. The industry, the role and position of agencies and artists, changing business models and some traits of touring. III. The business of Dance. This class offers a treaty of scope and depth of dance as a field of enterprise in the Netherlands. IV. Branding, Identity & Event Marketing. Profiling some of the major Dutch events by alternately switching from birds-eyeview to looking-glass-view. Financial Management and Project Management (FMP) This course covers the business administration side of events offering various topics such as budgeting, project management, timemanagement, financial management, risk management and quality control. Literature Live Music & Dance events (SEI part II) The Live Music and Dance industry has become a growing export market for the Netherlands generating millions of euros worldwide. The overlap between sports and music related to management, sponsoring, branding, etc are also an interesting topic. Literature is course specific and shared on our MBSE intranet platform. Presentation slides, articles and current relevant public business reports from reputable consultancies will be part of the literature. Books can also be advised during the course. 4

5 Read what students say about the Minor the Business of Sports and Events. About the minor My experiences are in line with my expectations. This minor is very active and I am very pleased that we visit events outside school. We have interesting guest lectures and lessons. I also have an interesting assignment, where you have to think out of the box, which makes the minor more interesting. About the assignment Our team works for dance4life. This is a charity to prevent aids. Our assignment is to create and execute a communications strategy to collect used mobile phones. At the moment we are developing a Dance4Life Week. About the minor Even though we had more than 2 days of classes which I didn t expect, and the fact that we had to make exams, after the first day I was enthusiastic. About the assignment I liked the method of conducting project teams by strengths and interests of the students. About events I got a kick out of the Sponsor Conference. 2 students were selected, because of their work attitude, to visit the yearly Sponsorcongress. In business clothing and together with people from the business I had a very interesting day. Marieke Houtsma, former student Minor the Business of Sports and Events (2009). Graduated Sports marketing September About the minor I chose for this Minor because of two reasons: 1: We would do a project that is real. All the projects that I did so far were fictive. In this minor we work with real companies and those companies would use our plan. 2: There is a possibility to work with international companies and that was something that attracted me very much. About the assignment Our assignment is to write a marketing plan for the European Championship Lacrosse 2012 in Amsterdam. The objective of our marketing plan: is to set up a strategy that will make the European Championship Lacrosse 2012 in Amsterdam the biggest lacrosse event ever on the mainland of Europe. About the minor The whole minor is breathing sports, and that is what I like about this minor. We have courses about sponsoring, media & sports and International music & sport events. The lecturers that lead this minor are trying to organize a lot of guest lectures for us. The assignment For Right to Play, a worldwide fundraising organization, we are analyzing how to raise funds within the fitness industry. 5

6 Minor the Business of Sports and Events Split 30 ECTS PRC SPM SEI SUS FMP 10 ects 7 ects 7 ects 4 ects 2 ects These lecturers are involved in the Minor the Business of Sports and Events: Hermine Aarnink Peter de Baare Tinie Denton Menno Roeland Rob Spierings Milica Zolak Contact information: For further inquiries about this Minor please send an to Mrs Tinie Denton: Amsterdam University of Applied Sciences Hogeschool van Amsterdam,! School of Economics and Management! Fraijlemaborg 133! 1102 CV Amsterdam Zuidoost, The Netherlands

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