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BACHELOR OF SPORTS MANAGEMENT 2024/2025 ACADEMIC SESSION





                    Synopsis of Course Contents   This course provides the basic concepts of consumer behaviour to students. They will learn
                                              about the differences between consumers and fans. Students will learn different characteristics,
                                              motivation, attitude and behaviours of fans in the sport industry.  They will learn the different
                                              techniques for fan engagement, especially through digital and social media. They will practice
                                              how to prepare a simple fan engagement plan for a sport organisation.
                    Main Reference            1.   Funk, D. C.,  Alexandris, K.,  & McDonald, H. (2016). Sport consumer  behaviour:
                                                 Marketing strategies. Routledge.
                                              2.   Wann  &  James  (2018)  Sport  Fans:  The  Psychology  and  Social  Impact  of  Fandom.
                                                 Routledge
                                              3.   Zhang, J. J., & Pitts, B. G. (Eds.). (2017). Contemporary sport marketing: global
                                                 perspectives. Taylor & Francis.
                                              4.   Smith.  A.  (2019).  Consumer  Behaviour  and  Analytics:  Data  Driven  Decision  Making.
                                                 Routledge
                                              5.   Havard, C. T. (Ed.). (2019). Understanding Rivalry and Its Influence on Sports Fans. IGI
                                                 Global.
                                              6.   Cheng (2017) Exploring the Rise of Fandom in Contemporary Consumer Culture. IGI
                                                 Global
                    Assessment Weightage      Continuous Assessment   : 60%
                                              Final Examination   : 40%


                    Course Code               VIA3024
                    Course Title              SPORTS LEADERSHIP
                    Credit                    3
                    Medium of Instruction     English, Malay
                    Course Pre-requisite(s)/ Minimum   None
                    Requirement(s)
                    Course Learning Outcomes   At the end of the course, students are able to:
                                              1.   Understand various theoretical approaches of sport leadership
                                              2.   Interprete the aplication of leadership skills in sport management.
                                              3.   Evaluate knowledge and skills of leadership through research.

                    Synopsis of Course Contents   This  course  discusses  various  leadership  theories  and  development.  One  of  the  the  main
                                              elements  is  the  analytical  process  of  leadership  practice  in  sport  management  at  various
                                              stages. The relationship between personal and group development will also be analysed. The
                                              discussion  includes  topics  related  to  sport  leadership  in  multiple  sport  categories  namely
                                              disability sport and the like.
                    Main Reference            1.   Borland, Kane & Burton (2014). Sport Leadership in the 21st Century.Jones & Bartlett
                                                 Learning.
                                              2.   Scott (2014). Contemporary Sport Leadership. Human Kinetics: Champaign. Ill.
                                              3.   Rein, Shields& Grossman (2015). The Sports Strategists: Developing Leaders for a High
                                                 Performance Industry. Oxford University Press: New York
                                              4.   O’Boyle, I.; Murray, D. & Cummins, P. (Ed.) (2015) Leadership in Sport. London and
                                                 New York: Routledge Taylor & Francis Group.
                                              5.   Olympic Solidarity (2014) Sport Administration Manual. International Olympic
                                                 Committee. Calgary, Canada: Roger Jackson & Associates Ltd.
                    Assessment Weightage      Continuous Assessment   : 60%
                                              Final Examination   : 40%


                    Course Code               VIA3025
                    Course Title              E-SPORT
                    Credit                    3
                    Medium of Instruction     English, Malay
                    Course Pre-requisite(s)/ Minimum   None
                    Requirement(s)
                    Course Learning Outcomes   At the end of the course, students are able to:
                                              1. Discuss different concepts in the eSport industry.
                                              2. Appraise basic elements of eSport events.
                                              3. Prepare a simple eSport sponsorship proposal.
                    Synopsis of Course Contents   This course provides the basic concepts of eSport industry to students. They will learn about
                                              the eSports games as well as different types of competitions. Students will also learn different
                                              skills and characteristics of a manager in eSport industry. Students will learn about basics of
                                              eSports fans and their behaviours. They will learn about commercialisation of eSport industry
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