ULMS Electronic Module Catalogue

The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module.
Title Sports Strategy and Governance
Code MGTK708
Coordinator Dr DS Parnell
Marketing (ULMS)
D.Parnell@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2020-21 Level 7 FHEQ Whole Session 15

Pre-requisites before taking this module (other modules and/or general educational/academic requirements):

MGTK701 Global Context of Sports Business 

Modules for which this module is a pre-requisite:

 

Programme(s) (including Year of Study) to which this module is available on a required basis:

 

Programme(s) (including Year of Study) to which this module is available on an optional basis:

 

Teaching Schedule

  Lectures Seminars Tutorials Lab Practicals Fieldwork Placement Other TOTAL
Study Hours 2

        24

26
Timetable (if known) 120 mins X 1 totaling 2
 
        180 mins X 1 totaling 24
 
 
Private Study 124
TOTAL HOURS 150

Assessment

EXAM Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
             
CONTINUOUS Duration Timing
(Semester)
% of
final
mark
Resit/resubmission
opportunity
Penalty for late
submission
Notes
Discussion Board Contribution Reassessment Opportunity: Yes, via a 500 word reflective report Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes  -500 words    15       
Short answer test Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes  30 minutes    15       
Individual written assignment Reassessment Opportunity: Yes Penalty for Late Submission: Standard UoL penalty applies Anonymous Assessment: Yes  -2500 words    70       

Aims

The module aims to:

Develop a critical understanding of the notion of strategy and what it means for different types of sports organisations;

Critically appraise the strategies of sports organisations through that application of a range of strategic planning tools and techniques;

Critically evaluate sports governance policy and principles and the implications for the governance structures of sports organisations and their impact on operation.


Learning Outcomes

(LO1) Students will demonstrate the ability to think critically about the effective creation of strategies for sports organisations.

(LO2) Students will be able to critically apply tools and techniques for strategic planning in sports organisations.

(LO3) Students will be able to evaluate the components of a strategic plan; external environment, strategic resources and vision, mission, values of sports organisations.

(LO4) Students will be able to appreciate wider conceptualisations of strategy and critically evaluate the use of these for sports and sports businesses.

(LO5) Students will be able to evaluate governance structures and the trade offs which are inherent in these.

(LO6) Students will deepen their mastery of the social and legal, as well as economic goals and responsibilities of sports organisations.

(S1) International awareness.
International cases in the business of sport will be used to support and illustrate theory. Guest speakers invited to deliver video podcasts will also give talks on internationally orientated roles in the business of sport, their experiences, and recommendations. Students will also be encouraged to keep up-to-date with current affairs in both developed and developing sports markets.

(S2) Ethical awareness.
This will be covered in relation particularly to the governance sessions but will also be a critical part of evaluating effective strategies for sports organisations.

(S3) Think sustainably.
Sustainability (social, economic, and environmental) considerations form the main conceptual undercurrent to this module. Students will be asked, for all topics, to reflect critically from the point of sustainability. Reflection on live cases, developments in sustainable practice, and industry insight delivered through guest lecture videos will reinforce and develop this position.

(S4) Lifelong learning.
The module demands students to evidence engagement in the wider literature and to showcase skills that evidence ‘life-long-learning’. Students will also be encouraged to support arguments and online discussions with readings and theoretical positions gained from readings conducted outside of class.

(S5) Critical problem-solving.
A core feature of both assignments is critical analysis. Furthermore, during online activities students will be asked to consider various cases in the international business of sport through critical lens – such as sustainability, ethics and governance.


Teaching and Learning Strategies

The module will primarily be delivered through eight e-lectures/seminars. These will consist of podcasts covering key topics. Individual online tasks, case studies and discussion boards will be used to develop and apply learning with regard to the global sport industry in general and the students’ own work contexts. These will be moderated by the module tutor. Students will also be directed to key academic and practitioner readings to further develop their learning.

Unscheduled Directed Student Hours: 24 hours

Description: The e-Lectures/seminars will equate to 3 hours/week over 8 weeks, undertaken asynchronously.

Attendance Recorded: Yes – tracked via the learning platform.

Additionally, one scheduled synchronous seminar will be delivered (if there are issues with time zones another seminar will be provided).

Scheduled Directed Student Hours: 2 hours

Description: The scheduled seminar will equate to 2 hours undertaken synchronously. The date and time of the seminar will be confirmed at the start of the module.

Attendance Recorded: Yes – tracked via the learning platform.

Self-Directed Learning Hours: 124 hours

Description: This will involve directed and independent reading, independent research and assessment preparation.


Syllabus

 

What is Strategy and how does this apply to sports organisations? - This session will review key theory and models from Strategy both for businesses and for sports organisations. Students will consider different types of sports organisations, for profit and not-for-profit and the strategic imperatives for these.

The key components of a Strategic Plan - This session will cover the innovative imperative for sports organisations. Strategic planning tools will be critically evaluated and applied to a range of sports and sports organisations.

Scenario Planning - The role and effectiveness of scenario planning for sports contexts and organisations will be evaluated and different approaches to scenario planning will be applied to offer insights into best practice.

Goals: vision, purpose (mission) and values - This session will evaluate the creation of effective visions, evaluation of purpose (mission) and of values and culture of sports organisations.

Development of strategic capabilities and competencies - This session will evaluate the resourcing of sports organisations. Students will evaluate distinctive competencies and a diverse range of perspectives on how skills and capabilities can be developed to gain competitive advantages in sports and sports organisations.

Resource allocation - This session will critique different models of resource allocation and the way in which these impact on competitive balance in leagues and sporting contests.

Governance Structures - This session will critically evaluate different governance structures for sporting organisations and the way in which these impact on the effective operation.

Governance Codes and Ethics - This session will further develop the students’ ability to evaluate governance in sports in relation to governance codes and the ethical behaviour in a range of different sports contexts. The session will use case studies based on a range of situations in sports.


Recommended Texts

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.