Welcome to the EASM Summer School 2018

“The EASM School is a great opportunity for students andpractitioners to enrich their degree with new insights in the fieldof International Sport Management and Marketing. Participantshave the chance to build up their own international networkwithin the sport business and to make new friends from all overthe world. With the EASM Summer School 2018 being in Madridthe students will have a wonderful chance to experience ahotspot for Sport Management with two huge football brands intown and a great opportunity to enjoy academic and socialhighlights.”

Prof. Dr. Herbert Woratschek,Head of the EASM Summer SchoolCommittee, Professor at the Universityof Bayreuth, Germany

Welcome to Universidad Europea de Madrid

“I’m very proud that the EASM Summer School 2018 will be atthe Universidad Europea de Madrid. That’s a fantasticopportunity for our Sports Management Degree students forknowing international students who have the same vocation.Our School of Sports Science is the only in Spain which has aDegree in Sports Management and this event is very importantfor improving our relationship with other Universities and otherstudents in this area. I’m sure that it will be an amazingexperience for everyone.”

Dr. Francisco López VarasDean of the School of Sports Science,Universidad Europea de Madrid

Academic Host

As a leader in the private higher educationsector in Spain, Universidad Europea is ahighly regarded academic institutioncommitted to innovation, with over 16,000students. Its mission is to offer its students aholistic education, training leaders andprofessionals that are equipped to respondto the needs of a global world, adding valueto their professions and contributing to socialprogress through the application of anentrepreneurial spirit and a commitment toethics.

Why be part of the EASM Summer School?

The EASM School is a great opportunity for Bachelor and Master students to enrich their

degree with new insights in the field of International Sport Marketing. Participants have the

chance to build up their own international network within the sport business and to make

new friends from all over the world.

Here are only some of the reasons why you should join in for a summer in Madrid:

• Studying at one of the most prestigious private Universities in Spain.

• Gain insights into up to date sport topics of renowned international lecturers.

• Work in an international environment with students from all over the world.

• Experience from the benefits of a great university campus.

• Get to know everyday life in one of Europe's biggest cities with its vibrant life and culture.

• Meet and exchange experiences with local Spanish students.

Pedro Díaz Ridao

Senior lecturer at Universidad

Europea

Leadership in Sport Management

Markus Buser

Senior lecturer at University of

Bayreuth

Sport Sponsoring vs. Ambush Marketing

Risto Rasku

Senior lecturer JAMK

University

From Customer Relationship

Management to Fan Relationship

Management

Luis Manfredi

Head of Internal Coordination at “La

Liga”

UEFA financial fair play

Guido Schafmeister

Senior lecturer at Sport Management Academy Bayreuth

Fascination of International Sport

Management

Gerardo Bielons

Senior Lecturer Universidad

Autónoma de Madrid, and

Director of Events GB

Managing Human Resources in Sport

events: Case Studies in Spain

David Ridpath

Faculty Affiliate, Ohio University

Sport and Society Initiative

Does the Live Sports Experience

Matter?

Battling Technology and Comfort to get Butts in the Seats!

Lectures by

Spain SpainSpainGermany GermanyFinland United States

Facts and Figures

Idea

• Strong and differentiated service for sport management

students.

• Supplementary to existing national sport management

programmes.

• Integration in study programmes at hometown universities.

• International perspective and experience.

• Curriculum according to the demand of the labor market.

• Students create their own international network.

Facts & Figures

• Time: 16th – 20th May 2018.

• Place: Campus of Universidad Europea de Madrid, Spain.

• Content: Fascination of International Sport Management:

Discover, practice and experience.

Learning Objective

• Getting new insights and expertise in the field of International

Sport Marketing. Furthermore, students will be able to apply

professional marketing tools in sport organizations.

Credit Points

• According to the Bologna Process.

• Hometown universities decide how many credits are

acknowledged in their own programme. EASM suggests

calculating 6 credits for the EASM Summer School.

Accreditation

• Courses of EASM Summer School are certified by EASM and

the Sport Management Academy of Bayreuth, Germany.

• EASM Board ensures in cooperation with the local organizing

university the teaching quality and improves the programme

based on regular evaluations.

Teacher Qualification

• Teachers are members of EASM partner universities and hold

at least a Master Degree and/or a PhD in their field.

• Pedagogical experience or other qualifications have to be

proved.

• Repeated participation is dependent on evaluations.

The EASM Summer School 2018 includes:

• Study programme, learning materials and Certificate of Attendance.

• Accommodation: 5 nights and breakfast at 3* hotel.

• Food & beverages:

- 3 lunches and coffee breaks

- Dinner at Realcafé with an impressive view of the Stadium

- Typical Spanish Dinner (Tapas)

- Open-air Barbecue at Universidad Europea de Madrid

• Shuttles:

- To La Caja Mágica.

- To Escuela Universitaria Real Madrid

- Between the Hotel and Universidad Europea

• Amazing social activities:

- Excursion Sport Innovation: Microsoft Global Sports Innovation Center

- Lecture Club Management and excursion to Santiago Bernabéu and the Real Madrid

Museum

- Excursion Sport Venue: La Caja Mágica

- Tickets for the last match of La Liga: Atlético de Madrid vs. Eibar at Wanda

Metropolitano Stadium

Module overviewTitle Fascination of International Sport Management: Discover,

practice and experience

Responsible OrganizerGerardo Bielons (under supervision of the EASM Board)

Learning Outcome Overview of international sport management in the field of

brands, marketing and sport events.

ContentIntroduction International Sport Management

Sport Marketing & Consumer Behavior

Sponsoring vs. Ambush Marketing

Brand Management in Sport

The Sport Value Framework & Innovations in Sport Management

Sport Business Intelligence

Sport fans & Fan Relationship Management

The Special Features of Sports Clubs as Small and Medium –

Sized Enterprises

Broadcasting rights of football clubs and financial operations.

UEFA financial fair play

Teaching Methods Distance learning (for preparation), lectures, group work, student

presentations

Student Eligibility Bachelor student, minimum second year or master student

Teaching Materials Reading materials to prepare for the course (distance learning),

presentations, case studies

Examination Written exam (1 hour) at the last day of the EASM Summer

School

Workload Preparation 140 h.

Lectures 40 h.

Total 180 h.

ECTS 6

Schedule in advanceTime Wednesday, 16th Thursday, 17th Friday, 18th Saturday, 19th Sunday, 20th Time8:00 8:008:15 8:158:30 8:308:45 8:459:00 9:009:15 9:159:30 9:309:45 9:45

10:00 10:0010:15 10:1510:30 10:3010:45 10:4511:00 11:0011:15 11:1511:30 11:3011:45 11:4512:00 12:0012:15 12:1512:30 12:3012:45 12:4513:00 13:0013:15 13:1513:30 Welcome to UEM 13:3013:45 Dean Francisco López Varas 13:45

14:00 14:0014:15 14:1514:30 14:3014:45 14:4515:00 15:0015:15 15:1515:30 15:3015:45 15:4516:00 16:0016:15 16:1516:30 16:3016:45 16:4517:00 17:0017:15 17:1517:30 17:30

17:45 17:4518:00 18:0018:15 18:1518:30 18:3018:45 18:4519:00 19:0019:15 19:1519:30 19:3019:45 19:4520:00 20:0020:15 20:1520:30 20:3020:45 20:4521:00 21:0021:15 21:15

21:30 21:30

Metro to Goya Station

Shuttle to La Caja Mágica

Excursion Sport Venue: Caja

Mágica

Break

Kick off

Atletico de Madrid

vs . Eibar

Shuttle to

Escuela Universitaria Real Madrid

EASM Summer School Presentation

Prof. Herbert Woratschek & Gerardo Bielons

Networking Lunch Time

Shuttle to Santiago Bernabeu

Shuttle to Hotel Senator Castellana Metro to Wanda Metropolitano

Discover Madrid at Night (Gran Vía

Lights and Malasaña recomended)

Shuttle to Hotel Senator Castellana

Free Time

Typical Spanish Dinner

Lecture II: Luis Manfredi

Break

Lecture I: Dr. Guido

Schafmeister

Time for Case Study Peparation

Break

Lecture IV:Markus Buser

Shuttle to Universidad EuropeaShuttle to Universidad Europea

Networking Lunch Time

Break

Lecture III: Pedro Miguel Diaz

Ridao

Breakfast

Individual and Groups Arrivals

Breakfast Breakfast Breakfast

Guided Tour Madrid de los

Austrias

Metro to Opera Station

Presentation Case Study Poster

Presentation- Self evaluation

Final Exam

Time for Case Study Peparation

Free Time

Lecture VII: Risto Rasku

Leisure Time Opportunities in

Madrid

Farewell Dinner of the EASM

Summer School at Real Café

Bernabeu

Excursion Sport Innovation: Microsoft

Global Sports Innovation Center

Lecture Club Management and

Excursion to Santiago Bernabéu

Shuttle to Hotel Senator Castellana

Barbecue dinner at UEM (TBC)

Case Study Introduction and

Time to work in Groups

Lecture V: Gerardo Bielons

Lecture VI: Dave Ritpath (TBC)

Break

Networking Lunch Time

Lecture VIII: Risto Rasku

Free Time

Individual Preparation

Wednesday 16th

Events

Arrival at Madrid Adolfo Suárez Barajas International Airport and

Check in at 3* Hotel Senator Castellana

Lectures at Escuela Universitaria Real Madrid – Universidad Europea

Typical Spanish Dinner

Wednesday 16th

Lectures

13.00 – 13.30EASM Summer School Presentation

Prof. Herbert Woratschek & Gerardo Bielons

13.30- 14.00Welcome to Universidad Europea de Madrid by the

Dean of School of Sports Sciences Francisco López Varas

14.30 – 16.00 Lecture I: Dr. Guido Schafmeister

16.30 – 18.00 Lecture II: Luis Manfredi

Thursday 17th

Events

Lectures at Universidad Europea

Open-air Barbecue atUEM (TBC)

Universidad Europea de Madrid

Lectures

9.00 – 10.30 Lecture III: Pedro Miguel Diaz Ridao

11.00 –12.30 Lecturer IV:Markus Buse

15.30 – 17.00 Lecture V: Gerardo Bielons

17.30 – 19.00 Lecture VI: Dave Ridpath

Thursday 17th

Friday 18th

Events

Excursion Sport Innovation: Microsoft

Global Sports Innovation Center

Excursion Sport Venue: Caja Mágica (The most

modern tennis venue in the world)

Lecture Club Management and

Excursion to Santiago Bernabéu

Santiago Bernabéu Stadium

Microsoft Global Sports Innovation Center Caja Mágica

Saturday 19th

Events

Lectures at Universidad Europea

Case Study Poster Presentation

- Self Evaluation

Universidad Europea Spaces

Lectures

9.00- 10.30 Lecture VII: Risto Rasku

11.00-12.30 Lecture VIII: Risto Rasku

Saturday 19th

Sunday 20th

EventsFinal Exam

Guided tour Madrid of the Austrias

Kick-Off Atlético de Madrid vs.

Eibar at Wanda Metropolitano Stadium

Farewell Dinner at Realcafé Bernabéu

Wanda Metropolitano Stadium

Real Café BernabéuPlaza de la Villa

Departure

HAVE A SAVE FLIGHT!

Monday 21st

Leisure time opportunities: City Center Gran Via: commonly known as the “Spanish Broadway” is a place where you can find many theatres, cinemas and shops. The most important street in Madrid has an excitingatmosphere 24/7.

Fuencarral Street: Fuencarral, the dividing line between Malasaña and Chueca, is Madrid's hub of modern fashion.

Plaza Mayor: hosts some of greatest bars and restaurants in Madrid. The Plazas vibrant atmosphere and its traditional architecture is a must see! Also you must eat a “bocadillo de calamares” around the square.

El Rastro: is a market held every Sunday in Madrid between 9am and 2pm. A great chance to explore a market from hundreds of different sellers with many Spanish specialties.

La Latina: the lively and colorful area of La Latina is a maze of narrow lanes filled with tapas bars and cantinas, is near to El Rastro.

Leisure time opportunities: City Center

Buen Retiro Park : The “Park of pleasant Retire” of Madridlargest parks and features many different activities. Fromfree concerts on Sundays to multiple exercise groups orrowing a boat on the park lake.

La Puerta de Alcalá: The "Alcalá Gate“several meters awayfrom the main entrance to the Buen Retiro Park. The Gatewas a real door to enter in the city and was erected as atriumphal arch to celebrate the arrival of the King CharlesIII in Madrid.

Puerta del Sol square: This is the centre (Km 0) of theradial network of Spanish roads. The square also containsthe famous clock whose bells mark the traditional eatingof the Twelve Grapes and the beginning of a new year.

El Oso y el Madroño: "The Bear and the Strawberry Tree")is at Puerta del Sol square and it represents the heraldicsymbol of the city.

Leisure time opportunities: Museums

Museo Nacional Del Prado: A chance to see 7,600paintings and over 1000 sculptures from the likes ofRembrandt, van Rijn and Caravaggio. Free every afternoon from18 to 20 and always for students under 25.

Museo Nacional Centro de Arte Reina Sofía: The NationalMuseum of 20th Century art is named after Queen Sophia andincludes excellent collections of Spain’s most famous artistsincluding pieces from Pablo Picasso and Salvador Dali. Free everyafternoon from 19 to 21 and always for students under 25.

Museo de Historia de Madrid: Housed in one of Madrid’simpressive Baroque buildings, formerly the San FernandoHospice, the History Museum offers an overview of the arts,industries, lifestyles and customs of Madrileños from 1561, theyear when Madrid was established as the Spanish capital, to thepresent. Free entrance.

Leisure time opportunities: FoodChurros con chocolate: the plain Spanish versions aren't covered insugar or filled with cream but they do come in several shapes andsizes. The hot chocolate is thick and resembles more of a pudding thatcan be eaten with a spoon. It is also recommended to drink it onceyou’ve dipped and eaten all of your churros. Here you can find whereto eat them.

Jamón Serrano: Since antiquity Spaniards have produced dry-curedhams. You can eat it alone, with tomato and a toast with melon(typical dish), with eggs and fries…

Bocadillo de Calamares consists of a fresh bread roll filled with squidrings that have been coated in flour and deep-fried in olive oil.Madrileños usually wash down their bocadillo de calamares with asmall beer. Here you can find where to eat it.

Cocido Madrileño: is a traditional chickpea based stew from Madrid. A substantial dish prepared with meat and vegetables, it is most popular during the winter. It was created during the Middle Ages as an evolution of the Sephardic dish adafina.

V ALGEDE Congress 2017 Buenos Aires

19th EASM Conference Madrid 2011WASMInaugural Conference Madrid 2014

Some of our Conferences, Congresses and Events

Madrid 2015 AIESEP

III Madrid Weekender 2016

Payment has to be done to GB Creation & Advice Consulting 2000 S.L.

Issuing Bank: LA CAIXA

Address: Capitán Haya, 44 Madrid - SpainBIC/SWIFT: CAIXESBBXXXI.B.A.N: ES13 2100 4770 1902 0019 2400Beneficiary: GB Creation & Advice Consulting 2000 S.L.

795€

Students Fees