Sport Event Marketing

Summer School Sport Event Management

STRATEGIC MANAGEMENT & ADVANCED MARKETING FOR SPORT ORGANIZATIONS (24 H)

Syllabus

Video : Program Week 1 & 2

Teasers introduction :

Lecture 1 / Day 1 Live on zoom 1pm to 3.45-4 pm: Sport Business Ecosystem

Powerpoint presentation : Sport Business Strategy 1

Video :

Challenge 1  Students Groups Worskhop 

  • Groups creation : 4-6 students per group
  • Sport Business Case Choice / Final Exam
  • ColdPlay Event Business Model : inputs ? outputs ? Value Proposition ? Value Creation ?

Lecture 2 / Day 2 Sport Business Models

Powerpoint presentation : Sport Business Strategy 2

Materials and links :

MHR Business Case Study :

Challenge 2  Students Groups Worskhop 

  • Open13 Provence Strategic Vision
  • RBV Analysis of your exam business case

Lecture 3 / Day 3  Relational Business Model

Powerpoint presentation : Sport Business Strategy 3

Materials and links :

Challenge 3 Students Groups Worskhop 

  • Lyon Strategic vision
  • Business Model Implementation for your exam case

Lecture 4 / Day 4 : Reputational Business Model

Powerpoint presentation : Sport Business Strategy 4

Materials and links :

Challenge 4 Students Groups Worskhop 

  • Reputational Strategic Management for your exam case
  • Business Roadmap presentation work in progress

Lecture bonus : Cultural – FRM Business Model & communication

Powerpoint presentation : Sport Business Strategy 5

Materials and links : 

Lecture 5 / final Day : Students Business Strategy Challenge Final Presentations 

Download : Exemple of student presentation

Sport Marketing & Communication (9H)

with Jean-Philippe Danglade  (15H)

Syllabus

Video : Program Week 1& 2 

Lectures 1 / Day 1  : Sport Business Marketing Trends & Stakes

Presentation  : Sport Business Marketing 1

Materials & Links :

Challenge 1 / Day 1 Students Groups Worskhop 

  • Groups creation
  • Sponsorship Activations with Club or Event Brand presentation / Final Exam

Lecture 2  / Days 2 : Sponsorship Activation Implementation

Presentation  : Sport Business Marketing 2 

Materials & Links :

Challenge 2  Students Groups Worskhop 

  • Selection of 2 sponsors + arguments for network introduction and fit

Challenge 3  Students Groups Worskhop 

  • VREE analysis and Activations Program

Lecture 4  : Best Practice Sponsorship Activation – Rolex 

  • Rolex Private Presentation on zoom and debate on post Covid Sports Marketing & Communication Trends and Evolutions

Challenge 4 bonus  Students Groups Worskhop 

  • Rolex Athlete and/or Event Choice + VREE

Lecture 5 / final Day 5 :  Groups Sponsorship Activations Final Exam

Download : Students Sponsorship Activations example

WEEK 3 : FROM OLYMPICS TO CITIZENSHIP MANAGEMENT : SPORT, BUSINESS, PURPOSE 15H

With François Singer (9H)

Syllabus

Video : Program Week 3 & 4 

Lecture 1 / Day 1  : Cause Related Marketing – Destination Marketing and CSR in Sponsorship 

Presentation  : Cause – Citizenship & Destination Sport Marketing

Materials & Links :

Challenge 1 / Day 1 Students Challenge on Women Series & World Tour Fiba Citizenship naming & Sinner & ATP x AXA 

  • Groups creation
  • Public Sponsorship Activations and AXA Case

Lecture 2 : Teams challenge –> Worshop City & Event

Lecture 3  / Day 5 : Workshop on Marseille « Marina » Paris 2024 Heritage on Citizenship Event Creation Exams

Conference on SPORT BUSINESS MODEL PARADOX 

Presentation  : Oral by Group

Materials & Links :

WEEK 4 : FROM OLYMPICS TO ONESELF MANAGEMENT : SOFT SKILLS AND SPORT LIVE EXPERIENCE 12H

Syllabus

Video : Program Week 3 & 4 

With Charles Rougier (6H) & Patrick Puglisi (6H) (Sport Coach from France Army)

Day 1 by Charles Rougier on Sport Event Operating Management / CSR and Citizenship Management

Day 3 by Patrick Puglisi (and Lionel Maltese) on Team Building – Sport soft Skills transfert and practice

Lecture 4/ Day 4 : by Lionel Maltese on Managing Oneself – Personal Branding and Reputational personal strategy

Lecture on : Managing Oneself – Weak Ties, luck and Reputation

Materials & Links :

Managing oneself by Lionel Maltese 

Lecture 5 / Day 5 : Students Challenge / exams on :

  1. Human Relation Strategy on recruitment and organization
  2. Virtual candidature for sport marketing & management position