27721 Sport Globalisation

Subject level: Postgraduate

Handbook description

This subject examines the production, meaning, and consumption of sport and leisure activities across contrasting social, political, and economic systems. It develops a clear understanding of, and sensitivity to, the shared values, beliefs, attitudes, customs and traditions in potential foreign markets which are fundamental to success in the international sport industry.

Subject objectives/outcomes

On successful completion of this subject, students should be able to:

1. Understand the culture, production, meaning, consumption and promotion of sport in the global marketplace;
2. Explain the similarities and differences in the production, meaning, promotion and consumption of sport in selected nations;
3. Recognise the specific and persistent problems in the production, meaning, promotion and consumption of sport;
4. Critically evaluate the nature and the role of sport in contrasting socio-economic systems.

Contribution to graduate profile

This subject provides both a critical understanding of relevant theories and practices in sport industries in a variety of cultural contexts. It also aims to develop an appreciation of the skills necessary for leaders of sport and leisure industries to operate successfully in a global marketplace.

Teaching and learning strategies

Learning and teaching strategies will be a combination of lecture, discussion, case study, workshop, group activities and site visits. These classes will be supplemented with both printed and electronic learning materials and resources. UTS Online will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content

• Cross-cultural similarities and differences in the global sport marketplace
• International sport and leisure industries
• Mass media, sport and leisure in the global community
• Global sport marketing, advertising, promotion and public relations
• Development of the multinational sporting enterprise
• The political, regulatory and legal environments in international sport
• The economic and technological environments in international sport business.

Assessment

Recommended text(s)

Book of Readings

Indicative references

Graton, C. and Henry, I. (2001), Sport in the City, Routledge, London.

Lizhong, G., Burton, R. and Blakemore, C. (2002), 'Sport sponsorship in China: Transition and revolution, Sport Marketing Quarterly, 11 (1), pp 20-32.

Maguire, J. (1999). Global Sport: Identities, Societies, Civilisations. Polity Press. UK.

Miller, T., McKay, J., Lawrence, G. and Rowe, D. (2001), Globalization and sport: playing the world, Sage, London.

Roche, M. (2000), Mega-events and modernity: Olympics and expos in the growth of global culture, Routledge, London.

Toohey K. and Veal, A. (2000), The Olympic Games: a social science perspective, CABI Publishers, Oxon, UK.

Wenner, L. ed. (1998), Mediasport, Routledge, London.

Westerbeek,H. and Smith, A. (2003), Sport business in the global marketplace, Palgrave Macmillan, New York,.

Wilcox, R.C. ed. (1994). Sport in the Global Village. Fitness Information Technology. Morgantown WV

Wright, G.(1999), 'Sport and Globalisation', Olympic Review, October-November, 1999, No. 29, p. 17-21.