Page 28 - MSAL 2023/2024

Course Code VQB7010
Course Title ADVANCED SPORT EVENT
Credit 3
Course Learning At the end of the course, students are able to:
Outcomes
1. Study the concept of sport event management and it
relationship with management theory
2. Integrate the development of sport event industry and explain
the component of sport event management
3. Apply the skills of marketing, sponsorship, risk management
and assessment in sporting events
Synopsis The concept of sports event management will be explained to
students from a historical perspective and evolution of
management. The diversity of events, from community recreation
programs to professional competitions and the Olympics, demands
the attention of administrators and event managers to master
management skills, especially decision-making process. For that
reason, a comprehensive and long-term event planning is vital by
providing proposals, defining types of events, developing
objectives, identifying venues, event budgeting, marketing and
sponsorship strategies. The success of sporting events depends
largely on media engagement, timelines, schedules and job
description of staff. Management of sports events must consider
safety and risk aspects as well as the after-event evaluation process
Main Reference 1) Aicher, T.J;Poule-Koba, A.L. & Newland, B.L. (2016) Sport
Facility and Event Management, USA: Jones & Bartlett
Publishers
2) Glenn McCartney (2010). Event Management; An Asian
Perspective. Mc Graw Hill. Singapore
3) Ammon, R.;Southall, R.M. & Blair, D.A. (2004) Sport
Facility Management: Organizing Events and Mitigating
Risks. The University of Michigan, USA: Fitness
Information Technology
4) Mohd Salleh Aman (Ed.) (2006) Pengurusan Sukan
Aplikasinya di Malaysia. Universiti Malaya, Kuala Lumpur:
UM Press
Assessment Weightage Continuous Assessment: 60%
Final Examination: 40%

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