Faculty Business and Economics

Faculty Business and Economics

Minor

Business of Sport and Entertainment (MBSE)

Fall Semester 2017-18

2

AUAS, Minor Business of Sport and Entertainment, Fall Semester 2017-2018

Minor Business of Sport and Entertainment, Fall Semester 2017-2018 Basic information

Title Business of Sport and Entertainment (MBSE)

1 study guide number 6000MBSE17

2 Study year 2017-2018

3 Faculty Business and Economics

4 Offering Course/ Program Sport Marketing

5 Croho 34409

6 Program Manager Marlies Sandee

7 Minor coordinator Program Tinie Denton , [email protected]

8 Minor type Broadening

9 Fulltime / Part-time Fulltime >> 30 ECTS

10 Brief description See below

The international Minor Business of Sport and Entertainment (MBSE) is offered both in the Fall and Spring

semester. An international classroom is offered with English as standard language.

The focus of this minor is on the Business of Sport and Entertainment on a global scale.

The objective is to offer students the opportunity to develop more extended marketing- and business skills

in the specialized industries of sport and entertainment. In order to achieve this objective the following

subjects are part of the program:

Financial and Project Management (FPM), Research (RES), Music & Dance Events (MDE), Sustainability (SUS),

Sponsoring and Media (SPM), Law (LAW), Bidding and Hosting of Events (BHE), Ticketing of Events (TOE),

Project (PRC).

After successful completion of this minor students will be competent:

A) to recognize and describe current developments, stakeholders and different business models in the

Sport and Entertainment industries and bring this into practice via practical assignments.

B) to work as a junior consultant in the Sport and Entertainment industries. As a team player the student

can demonstrate skills regarding communications, client relations, project management, research,

analysis, filter, creation, reporting, advising and presenting to a client.

The program consists of:

70% - lectures, guest lectures, workshops, assignments and visits to events.

30% - practical project activities, students work as junior consultants in a team for real clients on real

assignments.

An educational trip abroad will be organized (3 nights, as part of the program) f.e. London or Paris.

3


11 Connection with HvA profile

See below

Cornerstone 1: Urbanisation in a big city, Urban Management, Urban Vitality

The subjects Bidding and Hosting of Events (BHE), Music and Dance Events (MDE), Sustainability (SUS), Law

(LAW) and Research (RES) are providing connections. Example of topics: Why do cities put themselves

forward as candidate to host global sport events ? What is the process from bidding, preparation, execution

to leaving a lasting legacy ? What is the economic and social importance for upcoming markets / cities ?

Cornerstone 2: Innovative entrepreneurship in a metropolitan area

ICT, creative industry and service industry.

The subjects Sponsoring and Media (SPM) , Music & Dance Events (MDE), Ticketing of Events (TOE) and

Project (PRC) are providing connections.

Example of topics: development of TV-formats, participation ADE (Amsterdam Dance Event) University

Entrepreneurship, innovating and participating in the knowledge economy.

The subjects Sponsoring and Media (SPM), Financial and Project Management (FPM), Project (PRC), Research

RES, Ticketing of Events (TOE) are providing connections.

12 Cooperation with other Courses/

Programs

Not applicable

13 Language English

14 Target group Exchange students, AUAS/HvA students and

external KiesOpMaat (KOM) students

15 Additional admission requirements Command of the English language at minimum

CEF level B-1, preferably CEF level B-2

Knowledge of the subject Marketing (minimum 1 year).

Students have to be available on a full-time basis.

Students have to demonstrate a passion for sports,

entertainment and/or events.

16 Titles educational units See testing program

17 Number ECTS per educational unit See testing program

18 Testing and assessment per

educational unit

See testing program

19 Number of contact hours per week 16-18 hours per week

20 Final result See testing program

21 Particular conditions Regarding students: laptop, students need to travel (own

expenses) to some local/national events as well as to meet their

client regarding their assignments. One educational trip to a

European city will be organized (own expenses).

Example: 4 days/3 nights London.

22 Minimum number of students Not applicable

23 Maximum number of students 35

24 Location Wibauthuis, Wibautstraat 3B (WBH), 1091 GH , NL- AMSTERDAM

25 Contact persons Exchange students: [email protected]

HvA/KOM students: I. Odenhoven [email protected]

Program: Tinie Denton, [email protected]

4


26 As from which year is the minor given? 2010

27 Which grade was given to the minor by

the students in recent evaluation?

8,0

28 What was the number of participants in

the most recent minor?

33

29 What was the success rate (in %) in the

most recent minor?

90%

Information for KiesOpMaat (KOM) -participation only:

31 Learning goals See description educational units

32 Admission requirements See description educational units

33 Literature See description educational units

34 Language English

35 Minor contact people regarding the

KOM-learning agreements

[email protected], telephone: 020-5952307

36 (additional) costs Some visits in the Netherlands,

Educational trip abroad, approx euro 500/600

37 Location Location Wibauthuis, Wibautstraat 3B (WBH), Amsterdam

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Minor MBSE description Testing Program per module Testing methods abbreviations:

Assessment = AS, Assignment = OP, Paper = PA, Project = PJ, Presentation = PS, Written test = TS

1 Name educational unit Research (RES)

2 Study guide number 6600RES_17

3 Description During this minor the students will work as a Junior

Consultant for a client who asks to provide a reasoned and

elaborated answer on his central question (i.e. how to

reach new customers, how to engage with clients by

making use of sports(events)). The student has to come up

with robust insights that are new to the client and will have

to provide advise which should be really valuable. But next

to this, the student should provide insights that are valid

and will have to deal with the tension between practical

relevance and methodological rigor. In order to come up

with a plan that gives insights in how and why a certain

advise is given, the module ‘research skills’ provides the

student with research knowledge and skills. It is of major

importance that the student understands the assumed

problem of the client and the background of the problem:

in this module the student will learn how to make an

outline of the current situation. Furthermore, the student

will learn to make deliberated methodological choices and

gain more insights into how a practice oriented study can

be set up and accomplished.

4 Teaching method Lecture, guest lectures

5 Testing and weighing Testing: TS + PA, only in BLOCK 1 Weighing:

50 + 50

6 Number of ECTS 3

7 # contact hours (average p/wk) 1,5

8 Study material

Mandatory and advised literature +

other study material

Extracts from: Malhotra and Birks 2003, Delgato Asking the

right question, Saunders and Lewis 2012, Harris 2007

Evaluating Internet Sources, Creswell 2014, Qualitative

research design for beginners Turner 2010, Jones et al

2011 adult participation in sport.

Report: Repucom Fan Revolution.

See for details MBSE dedicated Feedbackfruits platform

9 Learning goals / competences

Upon completion of the module ‘research’ students will

have achieved the following results:

1. The student can describe the elements of, and

compose an outline of the current situation that is

written from a micro, meso and macro perspective

2. The student can formulate a marketing decision

problem and marketing research problem, and

subsequently formulate the central research

question and sub-questions

3. The student understands the elements of a

literature review and can critically evaluate

literature and write a literature review based on

the core topic(s) of the central research question

4. The student can formulate the fundamental

characteristics of quantitative research

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5. The student can formulate the fundamental

characteristics of qualitative research

6. The student can choose and substantiate a

research approach that is based on the central

question and the underlying sub-questions

7. The student is able to give a detailed description

of how the (primary or secondary) data are

gathered and analyzed

8. The student is able to present the gathered

information in such a way that the information can

be traced back to the source.

10 Lecturers Jilles Visser

11 Lesson goals week 1 1. The student is able to

understand and apply the

marketing research process

2. The student is able to formulate

questions that will help to write

an outline of the current

situation of the client

3. Based on the briefing of the

client, the student is able to

create an outline of the current

situation of the client from a

micro, meso and macro

perspective

4. The student is able to

characterize the difference

between the marketing decision

problem and the marketing

research problem

5. Based on the outline of the

current situation, the student is

able to formulate the marketing

decision problem and the

marketing research problem of

the client

6. The student is able to formulate

a central research question and

sub-questions

Lesson goals week 2

1. The student is able to give a description of what

comprises a literature review

2. Based on the written outline of the current situation,

the student is able to determine the core topics for the

literature review

3. The student is able to critically evaluate secondary

data on predetermined criteria

4. The student can characterize a descriptive and critical

writing style and apply this knowledge in the literature

review

Lesson goals week 3

1. The student can describe the differences between a

quantitative and qualitative research approach

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2. Based on the outline of the current situation, the

research question(s) and characteristics of the client,

the student can motivate the choice for a certain

research approach

3. The students can demonstrate which elements are part

of a method section (for quantitative and qualitative

research)

4. The student can formulate different type of questions

for qualitative research

5. The student can formulate different type of questions

for quantitative research

Lesson goals week 4 1. The student can describe different types of data and

understands the implications for data analysis

2. The student understand what type of presentation

(tables, graphs etc.) fits with what type of data

3. The student understands what steps he/she has to

take when analyzing qualitative data

4. The student can apply the APA 6 reference style

Lesson goals week 5 1. The student is able to critically evaluate and compare

two different studies on their objective, motivation for

their research approach and data collection procedure

2. The student is able to critically evaluate and compare

the presentation of results of two different studies

3. The student is able to discuss the methodological

strengths and weaknesses of two different studies

4. The student is able to reason which methodological

elements of the two different he/she would apply in

his/her own study

Guest Lecture Goals

1. During the guest lecture, the student is able to

formulate questions related to the methodological

aspects of a research project

2. After the guest lecture, the student is able to describe

what factors influence the design of a research project

3. After the guest lecture, the student can mention on

which aspects his/her methodological differs from the

one of the guest speaker

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1 Name educational unit Financial and Project Management

(FPM)

2 Study guide number 6600FPM_17

3 Description This subject of the minor allows students to strengthen

their financial- and project management skills.

Topics in this course: financial aspects of a business plan

of an international operating sport organization, pricing

and cost calculations of a sport consultancy agency,

financing an international sport event, project management

of events. Students will be able to strengthen their

entrepreneurial skills and apply these skills straight away in

their project activities (PRC).

4 Teaching methods

Lecture, workshops

5 Testing and weighing Testing: Project (PJ) in BLOCK 1

Weighing: 100

6 Number of ECTS 3

7 Number of contact hours (average per

week)

1,5

8 Study material



Mandatory: Project Management A Practical Approach,

Roel Grit, 3rd Edition ISBN 9789001790929

Selected articles and/or reports from SportBusiness

International will be shared on the dedicated Feedback

Fruits MBSE platform


Students will be able to strengthen their entrepreneurial

skills and apply these skills straight away in their project

activities (PRC).

10 Lecturers Ivo ‘t Hooft

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1 Name educational unit Law (LAW)

2 Study guide number 6600LAW_16

3 Description The course Law focuses on legal matters in the Business of

Sport and Entertainment. Core topics of this course are:

Ambush marketing, organizing an event and legal

implications, match fixing, contract management and

doping.

4 Teaching methods Lectures, guest lectures

5 Testing and weighing Testing: TS-PA, only in BLOCK 1 Weighing:

80-20

6 Number of ECTS 3


8 Study material



Mandatory: material from lectures and guest-lectures,

extracts from legal authorities such as CAS and WADA. Any

other current material will be shared on the dedicated MBSE

FeedBackFruits platform.


After completion of this course students can:

1. Demonstrate insights of ambush marketing and

the (legal) protection against ambushers.

2. Assess the economic impact of events in the long

and short run.

3. Argument/plea if organizations are liable when

incidents occur during an event.

4. Assess the danger of match fixing and doping in

sports and know how to act against these issues.

5. Understand the differences between civil and

criminal law.

6. Understand the infrastructure of sports law.

7. Assess the position of stakeholders by use of

intellectual property.

10 Lecturer Gregory van Hout

1 Lesson goals week 1 Student can name some ambush

actions.

Student knows why companies do

ambush marketing activities.

Student knows how to protect the

events against ambushers.

2

Lesson goals week 2

Student can assess the value of international events for

cities. Student can judge the image of a city and can relate

events to it.

3 Lesson goals week 3

Student knows what the tort of law consists of.

Student can assess the liability of the different

stakeholders.

Student can assess the duty of care of an event organizer.

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Student understands the criminal- and civil lawsuit of O.J.

Simpson.

4 Lesson goals week 4 Student knows the impact of match fixing and doping on

the credibility of future sport events.

Student knows how to protect events against these issues.

5 Lesson goals week 5 Student understands sports law and the different

stakeholders involved like WADA and CAS. Student can

assess the position of the different parties by use of

intellectual property.

Student can name the different ways for the to defender

against a claim of intellectual property

11


1 Name educational unit Live Music & Dance Events (MDE)

2 Study guide number 6600MDE_16

3 Description This course is about the (live) entertainment sector and the

festival market. It focusses on the business side of these

domains. It will cover characteristics and structure of the

music industry, festivals & dance events, emphasizing

financial aspects such as business models and artist

settlements, marketing, branding, innovation and a variety

of branch inherent topics. It will offer insight in the concept

creation of music events, major trends and developments

and a basic sociology of events. In short; during this course

you will learn about the business of events and gain insight

in the way the music industry works.

4 Teaching methods lectures, guest lectures, field trips, reading sessions,

assignments


80-20

6 Number of ECTS 3


8 Study material



Articles will be shared on dedicated FeedBackFruits MBSE

platform; Extracts from:

Dance-onomics, Economic Significance of EDM for the

Netherlands, p1-20, research report by EVAR, October

2012. Welcome to the Experience Economy, B. Joseph Pine

II & James Gilmore, p 97-105, Harvard Business Review

1998. Customer Intimacy and Other Value Disciplines,

Michael Treacy & Fred Wiersema, p 84-93, Harvard

Business Review 1993. Current reports.


By the end of this course you will be able to:

1. Describe and explain the music and festival industry in

general both in terms of market(size) and economic

impact, as with regards to the business models that

structure it commercially. Understand what the latest

trends in this sector are and why the occur. Perform a

quick scan of any festival (provided data availability)

and evaluate its strengths & weaknesses

2. Explain the financial structure of live events and

festivals: e.g. tickets, additional ticketing products,

drinks, food, side events, side products, merchandise,

lockers

3. Explain various frameworks of the marketing of events

& explain theoretical models such as ‘the experience

economy’, ‘value strategies’ and ‘storytelling’.

Understand the main features of branding, identity and

event marketing. Evaluate marketing strategies and

make strategic recommendations to increase

engagement.

4. Demonstrate understanding of social an sociological

mechanisms in the field of dance and music events.

Understand in basic terms why consumers like visiting

events. Identify several types of music consumers in

terms of community or neo-tribe.

10 Lecturers Peter de Baare

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1 Lesson goals week 1 introduction, planning, assignment start Music Industry, Innovation

2 Lesson goals week 2 Music Industry, Innovation

3 Lesson goals week 3 Follow The Money: Business Models & Finance

4 Lesson goals week 4 Why do we like events? The Experience Economy & Sociology of Events

5 Lesson goals week 5 idem + Marketing, branding, identity, storytelling of events, Q&A, exam preparation

13


1 Name educational unit Ticketing of Events (TOE)

2 Study guide number 6600TOE_16

4 Teaching methods Lectures, guest lectures, visits to events / venues


80-20

6 Number of ECTS 3

7 # contact hours (average per week) 1,5

8 Study material



selected pages from ‘What’s Blocking New Yorkers from

Getting Tickets’

selected pages from ‘Pricing Challenges In The Live Events

Industry’. literature & articles, extracts will be placed on

MBSE platform


1. Describe and explain the ticketing industry in terms of

market alliances and economic impact, as well as with

regards to the business models run by ticketing companies

Understand and explain what current trends in this sector

are, and why the occur

2. Describe and explain the nature of secondary ticketing

in terms of its different shapes, market development,

consumer rights and basic legal issues, music industry

stance & action and political action or lack of it

Understand and explain what current trends concerning

secondary ticketing are, and why the occur

3. Name and explain the basic pricing classification

Recognize these principles in actual and present day

events, and understand how they are applied

4. Name and explain the main features of pricing as a

selling tool in entertainment

10 Lecturers Peter de Baare

1 Lesson goals week 1 introduction, history, business model, the landscape, the playing field

2

Lesson goals week 2

secondary ticketing, personalised tickets, Ticketswap

3 Lesson goals week 3

pricing strategies: from static to dynamic

4 Lesson goals week 4 guest lecture Ticketmaster Sports

5 Lesson goals week 5 pricing principles and best practices, Q&A, exam preparation

14


1 Name educational unit Bidding and Hosting of Events (BHE)

2 Study guide number 6600BHE_16

3 Description This courses focuses on large global sport events. First of

all we will look into the impact and large scale of these

events. Why do these cities or countries put themselves

forward as candidate, what is the process from bidding,

preparation, execution and leaving a lasting legacy ? What

is the economic and social importance for the upcoming

markets ?

4 Teaching methods Lecture, guest-lecture, visit to event/venue


80-20

6 Number of ECTS 3


8 Study material



TSE: developing a winning sports event strategy. Current

reports will be shared on the MBSE platform.


1. Formulate and Explain trends and developments in the

industry of bidding and hosting of events

2. Explain the dynamics, effects and use of events with

regards to desired changes of host cities and countries

3. Apply and create ressons from cities and countries for

wanting to host events

4. Explain and apply key ingredients of a successful

bidding campaign

5. Create your opinion on the current developments in

the global world of bidding and hosting of events.

10 Lecturers Rob Spierings

15


1 Name educational unit Sustainability (SUS)

2 Study guide number 6600SUS_16

3 Description The theme Sustainability in Sports and Events is about the fact that

companies have a responsibility towards society and to the

environment. Especially in a globalized world. It gives us

opportunities for sustainable solutions, innovation, growth and

profit. Nowadays every company or organization has to find a

balance between the three P’s: People, Planet and Profit. Towards a

sustainable world. A sustainable business takes responsibility for

the environmental sustainability as well as the social sustainability.

Sustainability issues give companies the opportunity to innovate

towards new products, services or processes that benefit both

society and the business. Sport and Entertainment also operate in

a globalized world with the same new challenges.

In this course we will also pay attention to Fundraising and

Sports4Development with organizations such as Right to Play,

dance4life and the Dutch Football Association. Other topics are

Sports Participation, Vitality Management and Health Promotion as

part of social responsibility: the power of sports!


5 Testing and weighing Testing: TS-PA, only in BLOCK 2 Weighing:80-20

6 Number of ECTS 3


8 Study material



Extracts mandatory literature articles will be placed on the

dedicated MBSE FeedBackFruits platform. Reports and or articles

from SportBusiness International.


1. Formulate and Explain trends and developments in the

industry of sustainability and corporate social responsibility

(CSR)

2. Explain the need for corporate and social awareness on

sustainability and CSR

3. Apply and create different concepts of sustainability and CSR

4. Explain and apply various concepts of ‘green’ events, venuss,

fundraising and sport4development

5. Create your opinion on the current developments in the

global world of sustainability and CSR.

10 Lecturers Rob Spierings

16


1 Name educational unit Sponsoring and Media (SPM)

2 Study guide number 6600SPM_16

3 Description This module focuses on current developments in

Sponsoring and Media. Who are the main stakeholders and

how do they interlink? How do traditional broadcasters sell

advertising space and what is the impact of regulators and

perishable assets in this? What are the currencies CPM and

GRP and how are they used? Attention will be given to the

close relation between technology, media and

telecommunications. Key trends and examples of succesfull

marketing campaigns in Sport and Entertainment will be

touched upon. The key elements of a TV-format will be

explained and applied by the student in the creation of a

TV format. What is the defnition of sponsoring and how

does the landscape look like. Which steps are taken to

define a sponsoring strategy? How do research agencies

contribute to the accountability of investments in

sponsorships? The key elements of a Sponsorship proposal

will be explained and apllied by the student in the creation

of a Sponsorship Proposal.


5 Testing and weighing Testing: TS-PA, Weighing: 80-20, Block 1

6 Number of ECTS 3


8 Study material



Deloitte: TMT predictions 2016

SportBusiness: report Sponsorship Measurement and

Evaluation 2nd edition

SportBusiness: report Digital Strategies for Sport Deloitte:

Football Money League, January 2016

Havas sports & entertainment trends 2016

Delaware North: the future of sports, UEFA champions

league 2015-2018 cycle.

Also added as literature:

Current articles and/or extracts from reports added to

folder on dedicated MBSE FeedBackFruits platform


1) Formulate and Explain trends and developments in

Sponsoring and Media in Sport and Entertainment

2) Explain roles of the stakeholders in the sales of TV

advertising by traditional broadcasters.

3) Apply and Create ingredients of a successful TV

format in PAPER

4) Explain and apply key ingredients of a sponsoring

strategy and advise on measurement and evaluation

5) Apply and Create a sponsorship proposal

10 Lecturers Tinie Denton

17


Lesson goals Topics Homework

Lesson 1

Student understands the role

of media buying agencies and

broadcasters. Students can

calculate different media

currencies CPM and GRP.

Student understands the role

of regulators and can explain

the concept of perishable

assets in TV sales of

advertising space. Student

understands the key

ingredients for a TV format

and create a TV format.

TV advertising

Role media buying agencies

TV sales models in UK, NL

CPM selling vs GRP selling

Regulators & perishable assets

Super Bowl sales of half-time

show

TV-formats ingredients for

success

Briefing Paper: TV-format

Supporting material:

The Wit: The definitive guide how

to create a hit format in 10

lessons

Lesson 2

Student can formulate the

different stakeholders both

regarding Sponsoring and

Media. The student has a

helicopter view on the

current trends and

developments regarding the

future of Sport and

Entertainment.

Stakeholders in Sponsoring &

Media

Rules for successful campaigns

Value of social media for sport ?

Facebook stages of business

impact

The future of sports: challenges,

disruptions/opportunities:

stadium, broadcasting, third

venue, sponsorship+advertising,

teams+leagues, Esports & fantasy

sports, the fan

Homework: READ

Delaware North: The

Future of Sports

Havas sports and

Entertainment 2016

predictions + review

trends 2015 + best

campaigns

Deloitte TMT

predictions <section

media>

Lesson 3

Student can define

sponsorship. Student

understands the Sport

Business landscape its

elements and what the trends

for the future are

Defining sponsorship

Sponsorship rights and benefits

How it works – the Sportbusiness

landscape, Packaging,

acquisition, retention, Activating

Sponsorships

Future of Sponsorhsips

Delivery Paper TV-format

Lesson 4

Student can explain the role

of ROI, ROO, measurement.

Students knows and

understands the steps in

establishing a sponsorship

strategy. Student understands

the different objectives of

sponsors and sponsees.

Student can create a

sponsorship proposal.

Sponsorship ROI and ROO

Role of measurement

Establishing a sponsorship

strategy

Sponsorship objectives

Rights holder’s objectives

Heineken & sponsorship

Mojo Concerts & sponsoring

Creating a Sponsorship Proposal

Homework: READ

1. Repucom:Live

Music

Sponsorship

Lesson 5

Student has a practise run via

a test exam in order for the

student to get a good feel for

the type of questions and

how close the student is to

the right level needed for a

pass.

Test Exam Homework: RE-READ

all study material

18


1 Name educational unit Project (PRC)

2 Study guide number 6600PRC_16

3 Description The Minor Business of Sport and Entertainment consists of

theoretical courses and a practical course. The practical

course is a Project (PRC). This subject of the minor allows

students to gain experience as a junior consultant. The

knowledge and insights of the theoretical subjects that will

be offered during the course of the minor can be put into

practice in the project. Involved lecturers use their

international, professional network to find relevant and

challenging assignments for the project named “Studency””

activity.

4 Teaching methods

Working in project teams combined with thematic

workshops and visits to clients. Guidance by lecturers

acting as senior consultants to oversee the process.

5 Testing and weighing Testing: PJ, AS, PS. The PRC module BLOCK 1 and BLOCK 2

runs from start to finish of the semester. Weighing grading:

10% Seal the Deal, 15% Plan of Approach, 10% Sharing the

Knowledge, 15% Mid Term Evaluation, 25% Final

Deliverables, 25% Group & Personal Reflections.

The grading is established in above mentioned 6 phases.

>> see PRC study guide <<

6 Number of ECTS 6

7 Number of contact hours 6

8 Study material



Relevant material from all the MBSE courses depending on

content of the project assignment.

Any material provided by the client.


After completion of this course students can:

• Demonstrate an understanding how to service a

client in the Sport and/or Entertainment

Industry as a junior consultant

• Work in a structured and efficient manner towards

agreed deliverables

• Demonstrate resilience when ‘the going gets

tough‘

• Apply time management skills

• Work in an international team with students of

whom English might not be their first language

• Carry and share responsibility as a team member

for the whole process

• Put knowledge and insights gained in theoretical

classes into practice

>> see PRC study guide <<<

10 Lecturers involved Peter de Baare, Ivo ’t Hooft, Jilles Visser,

Rob Spierings, Tinie Denton

Faculty Business and Economics

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