THE PROGRAMME INTRODUCTION 2008 2009 OBJECTIVES Recreation Sports 2010 2010 1. Understand interesting elements in Sport Marketing and Management. 2. Aware of active role of Sport organizer as a career, either in schools or in recreation areas. 3. Gain skills to be Event Organizers in sports competitions and functions - organizing, personnel and financial. 4. Make best use of marketing skills to create business values of Sports SPECIAL FEATURES 1. Students are expected to work hard and be encouraged to, during the one year study period, achieve both academic and practical sport awards. 2. Practical project assignments will expose students to the sports environment adding confidence to you. SPORTS-RELATED EMPLOYMENT 1. Schools Sport teachers School sport team leaders 2. Administrative LCSD amenities officers Sport Associations/District Sport Associations Company sport club administrators Sport team leaders/district sport team managers 3. Marketing Sport marketing companies Sport agents/volunteers Sport campaigns administrators Sport competition organizers Sport retail chains/shops 4. Coaches Sport coaches/athletes coaches Hotel fitness club coaches Resort club coaches Residential club coaches 5. Self-employment Sport operators in - marketing, media, campaign, facility providers DESIGNED FOR 1. School Sport Teachers/Sport Team Leaders 2. Sports, recreation facilities assistants 3. Staff in Sport Association/District Associations 4. Staff in Sport Marketing/Promotion Companies 5. Sport Coaches/Sport Teams Leaders 6. Staff in Hotel/Residential Club 7. Staff in sport retail chains/shops 8. Amateur/Enthusiasts in Sports who intend entry in sports-related employment 9. LCSD sport-ground/facilities amenities officers STRUCTURE The programme comprises seven modules, one of which is a management report. Each module consists of 10 sessions with a total of 30 contact hours, except for the Management Report. The management report serves to consolidate learning and maintain motivation throughout the study. All parts of the course must be completed in sequence. The whole Diploma Programme constitutes 210- hours of post-experience diploma-level work, completed in one year. New intake starts each year in November. PROGRAMME STRUCTURE The programme consists of seven modules, divided in 3 terms by 3 payments before the start of each term. A diploma will be awarded upon successful completion of all modules. SM1 SM2 SM3 SM4 SM5 SM6 * SM7 FIRST TERM Participation and Performance of Exercise, Fitness and Sport Sports Facilities Design and Management SECOND TERM Sports Marketing Structure and Administration of Sport Organizations THIRD TERM Marketing & Management of Sports Competitions Sporting Skills and Advancements Management Report * A write-up on selected sport marketing and management aspect relating to the students career, either in schools or in various recreation sport areas.
ADMISSION REQUIREMENTS Applicants should fulfil the following requirements: 1. be secondary school graduates; 2. possess 2 or more years of working experience; 3. have a reasonable command of written English EXEMPTION Applicants who have completed equivalent programme(s) offered by HKMA or other institutions can apply for exemptions for up to 2 modules (Management Report is a non-exempted module) of the programme before programme commences. Application will NOT be accepted after the course has commenced. LANGUAGE MEDIUM Cantonese ( ) (supplemented with English) Course materials will be in English. FEE Application Fee: HK$200 Individual Module Fee (including course manual): HKMA Member: HK$2,850 per module Non-member: HK$2,980 per module (New enrollees will now pay 2 modules of First Term only. Second (2 modules) and Third Term (3 modules) fees will be paid later, before commencement of the respective terms.) CONCESSION FOR SENIOR CITIZENS To provide a lifelong learning incentive for senior citizens, a 20% discount off the regular fee of this programme is now offered for senior participants aged 60 or above. Member: HK$15,400 (HK$2,200 per module) / Non-member: HK$16,240 (HK$2,320 per module) Applicants are required to provide documentary evidence during enrolment as proof of their eligibility. YOUR ADVANCEMENT PATH PDSM graduates are eligible to apply for the following part-time programmes held in Hong Kong: Master s Degree Master of Management (Marketing Management, General Management), offered in Hong Kong by Macquarie Graduate School of Management, Sydney in association with The Hong Kong Management Association. (PDSM graduates without other qualifications and have a minimum of 5 years relevant work experience could apply the Master of Management via successful completion of the Postgraduate Diploma in Management, offered in Hong Kong by Macquarie Graduate School of Management, Sydney in association with HKMA) * Applicants are required to demonstrate proficiency in English in line with the criteria set by respective universities. Admission to academic institution is also on a competitive basis entirely at the discretion of the respective universities. COMPLETION OF A MODULE AND AWARD OF DIPLOMA Satisfactory Completion of a Module A minimum of 70% attendance is required for satisfactory completion of a module. Students failure to do so will be disqualified from sitting for the final written examination. Students must obtain an aggregate of 50% at least in the mid-term assessment and examination. For the management report, the student is required to achieve a pass grade in the report. Completion of the Professional Diploma in Sports Marketing and Management Completion of the Programme requires a student to pass the continuous assessments and final written examinations of all seven modules after initial registration in three consecutive terms. A candidate who has satisfied all the requirements will be awarded the Professional Diploma in Sports Marketing and Management. Unsatisfactory Performance in a Module On failing any one module at the first attempt, the student may sit once only for the remedial examination by paying a fee. Participants who fail the remedial examination are allowed to retake the module by paying full module fees. However, the maximum time for participants to complete the whole programme is 2 years.
SYLLABUS SM1. Participation and Performance of Exercise, Fitness and Sport basic knowledge in psychological aspirations in sports basic knowledge in measurement of fitness and exercise understand sociological benefit of sports to the general public 1. Introduction to Olympic Games 2. Introduction to 2010 Youth Olympics (105 3. Tests of Physical Fitness, Exercise and Sport performance 4. Basic Knowledge in Sports Injury 5. Basic Knowledge in Nutrition for Athletes 6. Increasing participation of sports in schools, community centres 7. Increasing spectators in sports 8. Increasing commercial values in sports - sport gifts, sport TV 9. Sports and sporting business relations - sport retail, sport tourism 10. Enthusiasm - learning from Rubgy Seven as a spectator sport with lots of fun! 11. Sports Coaching Skills - in schools, in recreation 12. Role of Sport Team Leader / Manager 13. The Athletes Support Team The Coach The Psychologist The Physiotherapy the Nutritionist SM2. Sports Facilities Design and Management basic knowledge in the concepts of sports facilities design basic knowledge in the concepts of sports facilities management acquired a thorough understanding of various sports facilities management 1. Design criteria for sports facilities 2. Sports facilities for public and private sectors 3. Pricing policy, financial control and outsourcing 4. Facilities usage and promotion 5. Staffing and booking system in sports facilities 6. Cleaning and maintenance of sports equipments 7. Sports facilities management flooring and lighting 8. Sports facilities management - sports ground and sports centre 9. Sports facilities management gymnasium and fitness centre 10. Sports facilities management swimming pool 11. Sports facilities management camps and water sports 12. Sports facilities management golf course and golf driving range SM3. Sports Marketing Upon completion, participants are expected to be familiar with the basic marketing concepts and processes have acquired a thorough understanding of marketing practices in sports industry have acquired knowledge in sports marketing programs in Hong Kong 1. Sports and Business 2. Types of Sport Business 3. How big is sport markets 4. Marketing management process in sports 5. Seven unique marketing properties of sport products 6. Marketing Information System (MIS) 7. PEST and SWOT application 8. Sport products for different consumer groups 9. Customer behavior and customer care 10. Sport Sponsorships 11. Business Communication 12. Promotion and Public Relations 13. Sports marketing programs in Hong Kong 14. Elite sports, Olympic games and Sports marketing 15. Sports Retail products and chains 16. Sport Retail franchasing, souvenir products 17. Be ready - sports field as Career
SM4. Structure and Administration of Sport Organizations Upon completion, participants are expected to have knowledge in the missions of various sports organizations in Hong Kong be familiar with sound knowledge of sports administration understand the relationships among sport organizations. 1. Social and Economic Significance of Sport Organizations - in schools, in recreation 2. Sport Organizations in Hong Kong, including Governmental, schools, company sports association, district sports association 3. Administration and Operations of a Sport Organization 4. Financial and Cash Flow Management 5. Human Resources recruitment and coaching 6. Staff training, motivation and teamwork 7. Sports organizations - cooperation with LCSD 8. Sport organizations - promoting sports in schools, school sport programs 9. Sport organizations - organize company-sponsored sport events SM5. Marketing & Management of Sports Competitions basic knowledge in the management of sports competitions acquired skills in organizing sports competitions - in schools, for recreation 1. Basic Knowledge of Sports Competitions 2. General Guidelines in Organizing Sports Competitions 3. Practical Approach in Program Design 4. Organizations of sports competitions 5. Marketing & Implementation of sports competitions 6. Evaluations of sports competitions 7. Practical Examples: a) Indoor Sports Event b) Outdoor Sporting Event c) Adventure Sporting Event d) Child & Aged Sporting Event e) Large Scale Sporting Competitions 8. Sport competitions: - in schools - for recreation - open competition 9. Promoting Elite Sportsman/Sportswoman 10. Promoting Professional League Competitions 11. Getting more Sports Awards & Badges to enhance your Career!! SM6. Sporting Skills and Advancements acquired the basic knowledge in physical fitness understand the basic skills in major sports learnt advancements relating to sports dynamics/performance 1. Basic Principles in Physical Fitness Training 2. Basic Knowledge in Sports dynamics 3. Analysis of human movements 4. Advancement - Coach s Knowledge base 5. Advancement - Coach s training plan / teaching & coaching skills 6. Advancement Sporting wears and shoes 7. Advancement Ball games 8. Advancement Water sports 9. Advancement Track & Field 10. Advancement Your plan of becoming a Coach - in schools, in recreation
SM7. Management Report Submit a Report title Write the report under the supervision of the Report Supervisor appointed by the HKMA Writing the report enables students to demonstrate their knowledge and skills in various Sports Marketing and Management functions while handling daily problems. They may write the report based on real-life situations or ideal systematic plans to be implemented after studying the six modules, relevant to the student s career. Course contents of all modules may be subject to change if required without prior notice. DETERMINATION OF THE FINAL AWARD Completion of the programme requires satisfactory passing all 7 modules. The final award will be based upon the Grade Point Average (GPA), which will be calculated as follows:- GRADE POINT A 4 B 3 C 2 F 0 GPA = Sum of Grade Point for 7 modules 7 A student who has attained a GPA of 2 or above shall be awarded a Diploma by the Board of Examiners. The Diploma will be classified in accordance with the GPA, as follows: GPA FINAL CLASSIFICATION 3.7 or above Distinction 3.42-3.69 Credit 2.00-3.41 Pass ENQUIRIES For enquiries, please call 2774-8501/2774-8500 (Customer Service Department) during normal office hours. For course details, please contact Ms Lottie Fung on 2774 8537 or Mr Philip Lo on 2774 8509. Fax: 2365-1000 Website: WWW.HKMA.ORG.HK/PD/PDSM For leisure & sports: http://www.hkma.org.hk/sports www.info.gov.hk/sfaa/sfaa 2150 6222 PDSM-2008-1