Sport Business Intelligence and Service Design (5 cr)

Evaluation scale

0-5

Content scheduling

Course content is a combination of weekly meetings in a form of lectures and workshops.

Objective

The student knows the concept of Sport Business Intelligence (SBI) and understands how SBI can facilitate modern sport event customer Service Design process from the viewpoint of customer oriented marketing operations. Idea and model of knowledge management, data management, sport business development and event related services and service development is introduced and investigated in the studies.

Intellectual Skills; He/she is able to utilize SBI in service design process and manage the service design process in sport business context.
Practical Skills; The student learns how to manage and apply business intelligence approach for a sport club/event organizer business development considering the interests of spectators/sponsors/partners. This occurs by using systematically collected data, relevant insights, and utilization of information to meet the customer expectations in the service design process.
Transferable Skills; The student understands the role of data management in the context of sport and event service design. He/she is able to distinguish the specific nature of sport business and event types of services and understand the meaning of SBI in this context.

Content

Introduction to Sport Business Intelligence concept,
Knowledge and data management in sports,
Data to develop the business of sports,
Modern customer relationship management (CRM) in sports,
Business maturity models,
Basics of service design, process of service development and sport event customer experience design.

Materials

Green, F. 2019. Winning with data: CRM and analytics for the business of sports. Routledge.

Harrison, C.K. & Bukstein, S. 2017. Sport business analytics: using data to increase revenue and improve operational efficiency. Taylor & Francis.

Reason, B., Løvlie, L. & Flu, M. B. 2016. Service design for business: a practical guide to optimizing the customer experience. John Wiley & Sons.

Teaching methods

Course follows combined face-to-face and distance learning methods where students participate in lectures, workshops and other study activities organized in classroom and in virtual study environments such as Zoom and Moodle. Furthermore, a student also completes individual and group assignments as supplementary independent studies utilizing virtual study platforms and materials.

Upon completion of the course student prepares two individual assignments which are pre-assignment and book chapter reviews concerning two course books.
In addition, students prepare a SBI -based service and event development plan as a group work and deliver a presentation and hand in a written report of the plan. Group works are connected to actual market environments and data.

Students' learning is assessed through exam and book reviews (50 %), group assignment (40 %) and peer evaluation (10 %).

Employer connections

Group works are assigned by sports organizations and students utilize research data in their group work assignment.

Exam schedules

Exam takes place on week 14. Exam is based on lecture and workshop topics and to the course literature. Exam is completed as a written individual work.
In case student does not pass the exam or with a justified reason does not participate to the first scheduled exam a person has a right for maximum two retakes within 1 month after the first exam date.

International connections

Course is in English and internationalization actualizes through studying and working together with international exchange students.

Completion alternatives

You have the right to apply for recognition of your studies if you have prior learning (e.g. university studies completed elsewhere) that can be accredited towards the degree you are currently completing.

The recognition of prior learning is possible in three primary ways: accreditation (replacement or inclusion), recognition of informal learning and studification. More detailed information in JAMK Degree Regulations.

Student workload

One credit corresponds to an average of 27 hours of student work, which means that the total work load in the course equals to approximately 135 hours.

Student work load is distributed accordingly;

Lectures and workshops including preparations and completing small assignments 50 hours
Independent studies including individual assignments and group assignment 65 hours
Virtual studies 20 hours

Assessment criteria, satisfactory (1)

Adequate 1
The student partly recognizes the core concepts and/or methods of both sport business intelligence and customer oriented service design. He/she has poor knowledge needed to work in the field of sport and event marketing, so he/she needs guidance in his/her work. The student sometimes participates in group work but does not contribute to the group work. He/she is unable to evaluate him/herself.

Satisfactory 2
The student partly recognizes the core concepts, theories and methods of both sport business intelligence and customer oriented service design. The student knows the basic practical skills which he/she needs in familiar circumstances. The student sometimes participates in group work. He/she has flaws in his/her self-assessment.

Assessment criteria, good (3)

Good 3
The student has wide knowledge of the core concepts, and the theoretical frameworks of both sport business intelligence and customer oriented service design. He/she can combine many different types of information. The student masters the practice of basic and special skills which is needed for working independently. He/she displays his/her ability to solve complex problems of sport and event marketing in context of experiential marketing. The student participates in co-operation quite actively and diverse way. He/she can evaluate his/her own know-how in a realistic way.

Very Good 4
The student knows and can evaluate the theoretical frameworks of both sport business intelligence and customer oriented service design. Student is able to apply core concepts and methods. Student can relate different information to each other. He /she can apply the knowledge and theories in the subject area. The student masters the broad range of practical skills, which appear as the ability to work independently in projects or as an expert in the field of the theoretical frameworks of sport and event marketing in context of experiential marketing. He/she displays his/her ability to solve complex problems in the field. The student participates in co-operation by taking part interactively. He/she is committed to co-operate. He/she is able to evaluate and develop his/her own know-how in a critically and diverse way.

Assessment criteria, excellent (5)

Excellent 5
The student knows and can critically evaluate the theoretical frameworks of both sport business intelligence and customer oriented service design. Student is able to apply core concepts and methods. The student can synthesize and apply a number of different theories and practical tools to each other. The student masters the broad range of practical skills, which appear as the ability to take advantage of knowledge and to discover new creative solutions. The student shows he/she is capable of managing diverse professional tasks or projects and problem situations. The student shows his/her ability to work independently as an expert in the field of sport and event marketing in context of experiential marketing, and the ability to make decisions and innovative solutions in unpredictable business environments. The student participates in co-operation by taking part in group work interactively. He/she is committed to group work and to taking care of others success. The student has a positive attitude. He/she is able to evaluate and develop his/her own know-how in a critically and diverse way. The student takes responsibility for the development of the individual and the group.

Qualifications

For Degree students
For Exchange students

Compulsory sport business management track studies.
Previous preferred completed courses: HBMS2010 Sport Marketing and HBMS2020 Sport Management

Further information

Exchange students 10
Course is part of Sport Business Management study track.