Curricula

Objectives

The object of the course:
Student understands the basics of modern data-oriented fan experiences management.

Course competences:
Proactive development
Internationality and multiculturalism
Learning to learn
Operating in a workplace
Business competence


Learning objectives of the course:
The student is able to critically review, analyze and apply the concept of Sport Business Intelligence in sport organization's fan relationships management, event management and business performance management within the context of sports industry. Student knows how to utilize modern fan data and insights to develop user-centered service concepts to manage fan experiences in sport events. Students also learns how to apply understanding of Sport Business Intelligence, data-oriented fan management and applied sport event research to develop existing services and create new experience concepts for sport events and organizations by using modern experience design tools. Student also understands ethical issues and their impact to collecting, analyzing and processing data and information as a part of sport business management. Through a proactive participation and interaction with study activities in an intercultural settings student learns to work as team member and in group working practices together with peer students.

Content

Introduction to Sport Business Intelligence concept, knowledge and data management in sports, use of data to develop the business of sports, CRM in sports, business maturity models, basics of service design, process of service development and sport event fan experience design.

Learning materials and recommended literature

Green, F. 2021. 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 individually a pre-assignment and in addition, 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 (50 %), group assignment (40 %) and peer evaluation (10 %).

Practical training and working life connections

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

Exam dates and retake possibilities

Exam takes place on first week of May. 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.

Alternative completion methods

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

Content scheduling

Course content is a combination of weekly lectures and workshops. Please note that participation to 1st meeting is mandatory.

Further information for students

Open UAS 5
Exchange students 10
Course is part of Sport Business Management study track.

Evaluation scale

0-5

Evaluation criteria, satisfactory (1-2)

Sufficient (1) - Student shows limited ability to collect, analyze and evaluate academic and market information relevant to business, customer relations and event development in sports industry. Student performs with narrow skills in analyzing the challenges and opportunities to apply data in strategic and tactical approaches to sport organizations' business management and data-based service development. Student is able to transmit to a limited extent his/her and the team’s ideas and findings in English and scarcely contribute to the general discussions inside the study group. Student illustrates a low-level activity and limited skills in participating productively to intercultural learning sessions and teamwork activities. Student is able to identify and assess very moderately ethical issues and discuss superficially their role and significance related to challenges and ethical policies in sport organization's modern customer data management and experience design.

Satisfactory (2) - Student shows basic ability to collect, analyze and evaluate academic and market information relevant to business, customer relations and event development in sports industry, and recognize some tools and methods used to develop sport event customer experiences. Student illustrates moderate skills in analyzing the challenges and opportunities to apply data in strategic and tactical approaches to sport organizations' business management and data-based service development. Student is able to deliver the main message through when presenting his/her and the team’s ideas and findings in English but some improvement is needed. Student shows moderate activity and skills in participating productively to intercultural learning sessions and teamwork activities. Student is able to identify and assess some ethical issues and somewhat meaningfully discuss their role and significance related to challenges and ethical policies in sport organization's modern customer data management and experience design.

Evaluation criteria, good (3-4)

Good (3) - Student shows good ability to collect, analyze and evaluate academic and market information relevant to business, customer relations and event development in sports industry, and understand the use of multiple tools and methods used to develop sport event customer experiences. Student possess average skills in analyzing the challenges and opportunities to apply data in strategic and tactical approaches to sport organizations' business management and data-based service development. Student presents personal and team’s ideas, findings and conclusions in a clear manner in English. Student shows proactive activity and sufficient skills in participating productively to intercultural learning sessions and teamwork activities. Student is able to recognize and assess ethical issues quite comprehensively and meaningfully discuss their role and significance related to challenges and ethical policies in sport organization's modern customer data management and experience design.

Very Good (4) - Student shows remarkable ability to collect, analyze and evaluate academic and market information relevant to business, customer relations and event development in sports industry, and understand well the use of various tools and methods for efficient management and development of sport event customer experiences. Student illustrates high level of skills in analyzing the challenges and opportunities to apply data in strategic and tactical approaches to sport organizations' business management and data-based service development. Student is good at presenting his/her and the team’s ideas, findings and conclusions using good level of English and can share and communicate your justified views with peers. Student is able to show high level of activity, commitment and comprehensive set of skills in participating productively to intercultural learning sessions and teamwork activities. Student can recognize, describe and assess ethical issues comprehensively and meaningfully contribute to the discussion of their role and significance related to challenges and ethical policies in sport organization's modern customer data management and experience design.

Evaluation criteria, excellent (5)

Excellent (5) - The student shows profound ability to collect, analyze and evaluate academic and market information relevant to business, customer relations and event development in sports industry, and understand very well the purpose and use of various tools and methods for efficient management and development of sport event customer experiences. Student illustrates high level of skills in analyzing the challenges and opportunities to apply data in strategic and tactical approaches to sport organizations' business management and data-based service development, and justify comprehensively the interrelations of data to successful sport business management in practice Student is also fluent and logical at presenting his/her and team’s ideas, findings and conclusions using high level of English and share justified views logically with peers helping them to reflect and learn. Student shows excellent contribution, commitment and comprehensive activity and skills in participating productively to intercultural learning sessions and teamwork activities. Student is able to recognize, describe and assess multiple ethical viewpoints and issues profoundly and justify the views in a meaningful way to contribute to the discussion of their role and significance related to challenges and ethical policies in sport organization's modern customer data management and experience design.