Post on 07-Aug-2015
HOLMESGLEN BACHELOR OF SPORTS MEDIA
THE GAP:
Bridging the academic – industry divide in a start up Sports Media course.
INFORMA CONFERENCE – Monday 16th February 2015
PECHA KUCHA
Robbie Coyle
Course Leader
Bachelor of Sports Media (Holmesglen)
Bachelor of Sports Management (UC Melbourne)
GRADUATE STUDENTJOB READINESS
Are graduating students ‘job ready’?
Academics say YES
Of Business Leaders AGREE
http://issuu.com/athleteassessments/docs/minimagazine_02_printpdf_/1
TEQSA – AUSTRALIAN QUALIFICATIONS FRAMEWORK
AQF LEVEL 7 CRITERIA
Summary Graduates at this level will have broad and coherent knowledge and skills for professional work and/or further learning
Knowledge Graduates at this level will have broad and coherent theoretical and technical knowledge with depth in one or more
disciplines or areas of practice
Skills Graduates at this level will have well-developed cognitive, technical and communication skills to select
and apply methods and technologies to:
• analyse and evaluate information to complete a range of activities
• analyse, generate and transmit solutions to unpredictable and sometimes complex problems
• transmit knowledge, skills and ideas to others
Application of knowledge and skills Graduates at this level will apply knowledge and skills to demonstrate autonomy, well-
developed judgement of knowledge and responsibility:
• in contexts that require self-directed work and learning
• within broad parameters to provide specialist advice and functions
TEQSA – AUSTRALIAN QUALIFICATIONS FRAMEWORK
BACHELOR DEGREE QUALIFICATION TYPE DESCRIPTOR
Purpose
The Bachelor Degree qualifies individuals who apply a broad and coherent body of knowledge in a range of
contexts to undertake professional work and as a pathway for further learning
Knowledge
Graduates of a Bachelor Degree will have a broad and coherent body of knowledge, with depth in the
underlying principles and concepts in one or more disciplines as a basis for independent lifelong learning
Skills
Graduates of a Bachelor Degree will have:
• cognitive skills to review critically, analyse, consolidate and synthesise knowledge
• cognitive and technical skills to demonstrate a broad understanding of knowledge with depth in some areas
• cognitive and creative skills to exercise critical thinking and judgement in identifying and solving problems with intellectual
independence
• communication skills to present a clear, coherent and independent exposition of knowledge and ideas
Application of knowledge and skills
Graduates of a Bachelor Degree will demonstrate the application of knowledge and skills:
• with initiative and judgement in planning, problem solving and decision making in professional practice and skills and/or
scholarship
• to adapt knowledge and skills in diverse contexts
• with responsibility and accountability for own learning and professional practice and in collaboration with others within broad
parameters
Volume of learning The volume of a Bachelor Degree is typically 3 – 4 years
COURSE BACKGROUND SNAPSHOT
Course reference panel established in 2010
Mixture of academics and industry professionals
TEQSA accreditation
Decision reached in 2013 to offer course in 2014
Institute wide support of course
Strategy development
Instantaneous industry liaison and engagement
MARKET POSITION in AUSTRALIA
COURSE ROLL OUT STRATEGY
Understanding of immediate market – Melbourne
Media convergence, tech savviness of students (social media), rise of the
citizen journalist
Understanding of industry & mutually beneficial opportunities with sporting
organisations in particular
Commercialisation of sports industry
Still filtering to grassroots sport
Competitiveness of industry, branding & PR still integral irrespective of
status of sports organisation = consolidation & growth
= OPPORTUNITY
INDUSTRY ENGAGEMENT
1st step straight to industry
Concept, industry and market position explanation
Asked industry for their thoughts
Asked industry for their opinion of the course structure
Asked industry for their involvement & preferred capacity
Ongoing continuous engagement & communication
Minimise their effort…service them whilst developing rapport
LISTEN, LISTEN, LISTEN
= BUY IN
STUDENT COHORT PROFILE
In excess of 110 applications for first year
Predominantly males i.e. 80%
All with an underlying passion for sport
Needed to harness this immediately
Proactive, energetic and enthusiastic
Provision of opportunities
= COURSE CHAMPSIONS & AMBASSADORS
STUDENT NUMBERS & JUSTIFICATION
25 students only from 110
3 stage selection process – ATAR, interview and folio
Niche, fluid and emerging industry
Boutique course
Student as a learner not simply a student number
Manageable – students & industry opportunities –
Build reputation, create & sustain reputation
Competitive advantage
= INDUSTRY READY GRADUATES
GUEST LECTURERS & TOURS 2014
NAME TITLE ORGANISATION
1 Callum Twomey Journalist & Reporter AFL Media
2 Chris Johnston Senior Writer The Age
3 Craig Butt Data Journalist The Age
4 Craig Mitchell Managing Director CrankSports
5 Craig Spence Director of Coaching Albert Park Driving Range
6 David Watts Privacy Commissioner Privacy Victoria
7 Dugald Jellie Sports Writter and Blogger Freelance
8 Felicity Lewis Graphics & Multimedia Editor Fairfax Media
9 Hayden Bowler Digital Media Guru / Managing Director Javeline Australia / The Studio Dreams
10 Heath O'Loughlin General Manager, Media, Communications and Marketing North Melbourne Football Club
11 Jesse Hogan Sports Reporter The Age
12 Karl Quinn National Film Editor Fairfax Media
13 Louise Connor State Secretary Media Entertaiment & Arts Alliance
14 MCG and National Sports Museum Tour
15 Mitchell Toy Digital Producer & Journalist Sunday Herald Sun
16 Nick Honey CEO Basketball Vic
17 Nina Rousseau Food Editor Epicure
18 North Melbourne Football Club - Welcome to AFL session
19 Paul Kiteley Performance Services Manager Victorian Institute of Sport
20 Peter Barrett Freelance Journalist & Copywriter Designworks
21 Peter Hitchener News Anchor Channel 9 National News
22 Rohan Connolly Senior Sports Writer The Age
23 Russell Holmesby Editor SEN Inside Football
24 Steven Reaper General Manager AFL Victoria
25 Ted Hopkins Founder, & Director Champion Data, & Ted Sport
26 The Age Tour
27 Trevor Grant Former Sports Journalist The Age
NEW COURSE STRUCTURE
Year Semester Media Journalism Communications Sport
One
One BSM109 – The Media
Industry (6 points)
BSM102 – Introduction to
Journalism and Research
(6 points)
BSM107 – Introduction to
Public Relations (6 points)
BSM110 Sport in Australia
(6 points)
Two BSM105 – Ethics and the
Media (6 points)
BSM106 – Basic Writing for
Journalism (6 points)
BSM103 –Social Media (6
points)
BSM111 - Sports Marketing
(6 points)
Two
Three BSM205– Emerging Media
Production (6 points)
BSM209 - Sports Journalism
(6 points)
BSM203 – Sports
Broadcasting (6 points)
BSM210 – Sport Sponsorship
(6 points)
Four BSM211 - Media and the Law
(6 points)
BSM202 – TV Journalism
(6 points)
BSM207 – Advanced Public
Relations and Communication
(6 points)
BSM212 – The Business of
Sport (6 points)
Three
Five BSM301 – Sport and the
Media (6 points)
BSM302 – Advanced
Journalism Writing (6 points)
BSM303 – Advanced Sports
Broadcasting (6 points)
BSM308 – Transition to
Professional Practice (6
points)
Six BSM305 - Advanced Sports
Media (6 points)
BSM306 –Investigative
Journalism (6 points) BSM307 – Sports Media Internship (12 points)
NEW COURSE STRUCTURE OPPORTUNITIES
QUARTER TIMES 1st ISSUE
QUARTER TIMES 2nd ISSUE
QUARTER TIMES 2nd ISSUE
MUTUALLY BENEFICIAL PARTNERSHIPS
Loretta Wingfield and Kate Withers
= REAL WORLD STUDENT LEARNING OPPORTUNITIES
GOVERNANCE OF STUDENT OPPORTUNITIES
Presentation of opportunity from industry partner for approval
Dissemination to student population
Formal application process with Course Leader Cc’d
Evidence of work with application submission
Selection or otherwise of student
Effort and application are rewarded
Use of sports talk
Ongoing communication with industry partners
= QUALITY CONTROL
TIPS
Strategise
Follow through on strategy
Engagement with industry
Understand how to best leverage this engagement
Identify & capitalise on mutually beneficial opportunities
Service the industry support
Continue to understand future opportunities
Team work, buy in, support, effort
= STUDENT ENGAGEMENT!