Page 53 - bachelor_of_sports_management_2025_2026

BACHELOR OF SPORTS MANAGEMENT 2025/2026 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