Managing and Leading in Sports module (BU51031)

Explore the challenges of managing sports teams in terms of coaching and team performance; and the community engagement in branding, marketing, and sponsorship.

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Managing and leading in sports involves overseeing and organising all aspects of a sports team.

Sports is different to other sectors and this module will prepare you for the challenges of managing and leading in sports, and in particular the challenges of engaging with multiple stakeholders who have different expectations.

This module allows you to learn the theory of managing a business with real-life case studies from guest lecturers that work in the sports sector.

What you will learn

In this module you will explore sports as a business, using the Dundee Stars Elite League Ice Hockey team as a case study where you will explore branding, sponsorship, and managing high-performance teams on and off the ice.

Grounded in the academic literature around leadership theory, you will explore how sports professionals apply these in practice through regular guest speakers.

The guest speakers cover several sports, such as Ice Hockey, Football and Rugby, and various sports management roles, including senior management roles. These include Talent Scout, General Manager/Head Coach, Athletic Director, and guests from the marketing side, such as Commercial Manager or Sponsorship Manager.

By the end of the module, you will learn:

  • the contemporary issues that the sports industry faces: real-time events will guide the problems discussed
  • the importance of sustainability and links to the United Nations Sustainable Development Goals, particularly, Goal 3: Good Health and Wellbeing
  • how to target your communication to different audiences, as sports have diverse stakeholders with different expectations.

Assignments / assessment

The assignments comprise the following:

  • A skill needs analysis (e.g. a job advert/ application) - 30%
  • A reflective report or essay analysing current practice and recommending future improvements on topics discussed - 70%

This module does not have a final exam.

Teaching methods / timetable

The modules are taught on campus but will have an online delivery to allow for guest speakers.

We will meet weekly for one x 2 hour block, this will be a mix of guest speakers, lectures, and small group work.


This module is available on following courses: