Bachelor’s Degree in Sports Management

Objectives

The module ‘Structure and Organisation of the Sports System’ is designed to provide students with a comprehensive understanding of how sports systems are structured and operate at local, national and international levels. This course examines the various bodies that make up the sports system, including government organisations, sports federations, clubs, associations and private organisations, looking at how they interact and the role they play in the development and promotion of sport.

Students will learn about the sporting framework and context, policies for promoting and supporting sport, and the structures of competitions and events. Emphasis is placed on the strategic and operational management of sports organisations. The aim is for students to develop a critical and strategic perspective to manage and lead effectively within the sport sector, recognising the challenges and opportunities for improving participation, performance and integrity in sport.

Upon completion of the course, students will be equipped to apply this knowledge to sports management, contributing to the advancement and professionalisation of sport in a variety of contexts.

Prerequisites

There are no prerequisites.

Competencies

This qualification complies with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

RK2 – Understand the principles and theories of sports management within public and/or private sector service organisations, clubs and federations.

RK8 – Describe developments, new trends and technological advances in sport, as well as their social and economic impact.

RK10 – Understand the organisation, regulation and structure of sport at local, national and international levels, and the contextualisation of the various sporting subsystems.

RC4 – Analyse the factors within the social and economic environment that influence the development of sports services or events.

Description of course content

1. Context and scope of sport.

2. Basic principles of the structure and organisation of sport at national and international level.

3. Distribution of responsibilities within sport and its management.

4. Governing bodies and relationships between the different levels.

5. The Spanish sports system: public, federated, university and recreational.

6. The present and future of the sports model in Spain.

Training activities

P1. Lectures.

P2. Interactive classes.

P4. Completing assignments and solving challenges or problems.

P5. Independent study, case studies or problem-solving, and literature reviews.

P6. Tutoring.

P7. Knowledge assessments.

Assessment system and criteria

Without prejudice to any other requirements that may be specified in the relevant course syllabus, as a general rule, failure to attend more than 70 per cent of the course’s teaching activities requiring the student’s physical presence will result in the loss of the right to continuous assessment during the standard examination period. In this case, the examination to be held during the official period established by the University shall be the sole assessment criterion, with the corresponding weighting as set out in the course syllabus.

REGULAR EXAMINATION PERIOD

S1. Practical activities. Portfolio weighting: 50%

UAX Skills – Analytical thinking: 10%

S2. – Final knowledge assessments. Final exam (during the University’s official examination period). Weighting: 40 per cent.

(Students who do not achieve 70 per cent attendance will only be eligible for this mark.)

EXTRAORDINARY ASSESSMENT PERIOD

100 per cent of the mark will be based on the exam, the date of which will be published by the University.

Timetable

Click on this link to view the detailed timetable in Excel

Reading list

Essential:

1. José Luis Salvador

Sport in the West: History, Culture and Politics

Ediciones Cátedra. 2004.

ISBN: 9788437621890

2. Leigh Robinson (Editor)

Management of Olympic Sports Organisations

International Olympic Committee. 2020.

ISBN: 9789291491803

https://library.olympics.com/Default/doc/SYRACUSE/472134/gestion-de-las-organizaciones-deportivas-olimpicas-ed-leigh-robinson?_lg=fr-FR

Objectives

The ‘Communication Skills’ module focuses on strengthening students’ oral and written communication skills, which are essential for their academic and professional success. Through a practical approach, the module focuses on articulating ideas clearly and effectively, constructing sound arguments, and practising active listening.

This module covers a range of topics, from interpersonal communication to public speaking, including academic and professional writing. Particular emphasis is placed on building confidence and the ability to adapt one’s message to different contexts and audiences. The objectives include improving students’ ability to work in teams, resolve conflicts through constructive dialogue, and present their ideas persuasively. Furthermore, the course aims to help students develop a critical understanding of the media and its influence on society, thereby enhancing their media literacy.

By the end of the course, students will have acquired versatile communication skills, applicable both in their personal lives and in the workplace, enabling them to lead with empathy and responsibility in an increasingly interconnected world.

Prerequisites

There are no prerequisites.

Competencies

This degree programme complies with Royal Decree 822/2021 of 28 September, which sets out the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

RK7 – Understand the techniques of oral and written communication in a business context and their importance in team coordination and in relations with the wider environment.

RS3 - Apply the main tools for developing marketing and communication strategies.

RODS – Develop effective communication, teamwork, analytical thinking, creativity and ethical leadership from a cross-disciplinary perspective, clearly inspired by democratic principles and values, as well as the Sustainable Development Goals, in order to conduct oneself with integrity in the professional sphere.

Description of the course content

1. Language: acquisition, development and proficiency in the communication process.

2. Introduction to and theories of both oral and written communication.

3. Learning processes and strategies for the development of communication skills.

4. Personal and professional skills in corporate communication.

5. Communication techniques in diverse contexts and business environments.

6. Corporate communication strategies and projects.

Training activities

P1. Lectures.

P2. Interactive classes.

P4. Assignment work and problem-solving.

P5. Independent study, case studies or problem-solving, and literature reviews.

P6. Tutoring.

P7. Knowledge assessments.

Assessment system and criteria

Without prejudice to any other requirements that may be set out in the relevant course syllabus, as a general rule, failure to attend more than 70 per cent of the course’s teaching activities – which require the student’s physical or virtual presence – will result in the loss of the right to continuous assessment during the standard examination period. In this case, the examination to be held during the official period set by the University shall be the sole assessment criterion, with the weighting specified in the course syllabus.

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REGULAR EXAMINATION PERIOD

S1. Practical activities. Portfolio weighting: 50%

UAX Skills Storytelling: 10%

S2. – Final knowledge assessments. Final exam (as part of the University’s official examination period). Weighting: 40 per cent.

(Students who do not achieve 70% attendance will only be eligible for this mark.)

EXTRAORDINARY ASSESSMENT PERIOD

100 per cent of the mark will be based on the official examination, the date of which will be published by the University.

Minimum compulsory attendance: To be eligible for continuous assessment, students must achieve a minimum attendance rate of 70%; if this percentage is not met, they will only be eligible for the mark stipulated for the final exam.

Timetable

Click on this link to view the detailed timetable in Excel

Bibliography

Core:

1. De la Cruz Lablanca, Ignacio; Prada Diez, Cristina and Veselinova Sabeva, Denica

Effective Communication and Teamwork

Ministry of Education, Culture and Sport. 2014.

ISBN: 978-84-369-55

2.- Rey González, A

Oral and Written Communication in the Workplace

E-learning. 2015.

ISBN: 978-841636019

Aims

The ‘Business English’ module is designed to equip students with advanced language skills specifically tailored to the global business context. This course focuses on developing fluency and accuracy in the use of English across a wide range of sports management situations, such as negotiations, presentations, report writing and email communications.

Through the study of specialist vocabulary, idiomatic expressions and relevant grammatical structures, students learn to communicate effectively and professionally in an international setting. The aim is for students to gain the confidence needed to interact in English, thereby enhancing their career prospects and enabling organisations to operate successfully in international markets.

The course also emphasises cultural understanding, preparing students to navigate the complexities of intercultural communication in business. Upon completion, students will be better equipped to tackle communication challenges in multilingual and multicultural business environments, which are essential for success in an increasingly globalised sector.

Prerequisites

There are no prerequisites.

Learning Outcomes

Qualification in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

RK11 – To be familiar with technical terminology in English and the specific characteristics of oral and written communication within business organisations.

RODS - Develops effective communication, teamwork, analytical thinking, creativity and ethical leadership from a cross-disciplinary perspective, clearly inspired by democratic principles and values, as well as the Sustainable Development Goals, in order to operate with integrity in the professional sphere.

Course content description

ASSESSMENT SYSTEM

ONLY STUDENTS WHO ATTEND 70 PER CENT OF CLASSES WILL BE ELIGIBLE FOR CONTINUOUS ASSESSMENT.

The dates of these assessments will be announced by the lecturer in advance. They will take place in the usual classroom, unless the lecturer specifies otherwise at the time.

Two sets of assessed assignments to be completed during the course (60% of the final mark).

A multiple-choice exam comprising 40 questions, each with four options, to be completed in 60 minutes at the end of the course (40 per cent of the final mark).

Each assessment will be marked out of 10 marks and weighted accordingly (30% Assignment 1 + 30% Assignment 2 + 40% Final exam).

CONTENTS

1. Grammar, morphosyntax and phonetics of the foreign language.

2. Basic knowledge of the culture of the foreign language.

3. Oral and written expression in the foreign language.

4. General, academic and professional vocabulary relating to the degree programme’s field of study / General, academic and professional vocabulary relating to the degree programme’s field of study.

5. Reading texts in a foreign language.

Teaching activities

P1. Lectures.

P2. Interactive classes.

P4. Completing assignments and solving challenges or problems.

P5. Independent study, case studies or problem-solving, and literature reviews.

P6. Tutoring.

P7. Knowledge tests.

Assessment system and criteria

Without prejudice to any other requirements that may be set out in the relevant course syllabus, as a general rule, failure to attend more than 70 per cent of the course’s teaching activities—which require the student’s physical or virtual presence—will result in the loss of the right to continuous assessment during the standard examination period. In this case, the examination to be held during the official period set by the University shall be the sole assessment criterion, with the weighting specified in the course syllabus.

----

REGULAR EXAMINATION PERIOD

S1.- Practical activities. Portfolio, weighting: 60%

S2.- Final knowledge assessments. Final exam (during the University’s official examination period). Weighting: 40%.

(Students who do not achieve 70 per cent attendance will only be eligible for this mark.)

EXTRAORDINARY ASSESSMENT PERIOD

100 per cent of the mark will be based on the official exam, the date of which will be published by the University.

Minimum compulsory attendance: To be eligible for continuous assessment, students must achieve a minimum attendance rate of 70%; if this percentage is not met, they will only be eligible for the mark stipulated for the final exam.

Timetable

Click on this link to view the detailed timetable in Excel

Bibliography

Essential:

1. Marjorie Rosenberg, Iwona Dubicka

Business Partner C1 Coursebook

Pearson Education. 2022.

ISBN: 9781292393001

Supplementary:

2. Iwona Dubicka

Business Partner B2

Pearson. 2022.

ISBN: 9781292392981

Objectives

The course ‘Business Organisation and Management’ focuses on equipping students with the theoretical and practical foundations necessary for the efficient management of organisations. Throughout the course, students explore organisational structure, strategic planning, decision-making, leadership, management control, and the various departments and functions within an organisation.

The aim is to prepare students to tackle the challenges of the modern business environment, fostering a deep understanding of how businesses operate and how they can be steered towards success. Emphasis is placed on applying management theories in real-world contexts, preparing students to analyse business situations, develop innovative strategies and lead teams effectively.

Upon completion, students will be equipped to contribute to the development and growth of organisations, applying management practices that promote sustainability and corporate social responsibility.

Prerequisites

There are no prerequisites.

Learning Outcomes

This qualification complies with Royal Decree 822/2021 of 28 September, which sets out the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

RK1 – Identify the basic principles of the sport industry and their applications within sport management.

RC4 – Analyse the factors within the social and economic environment that influence the development of sports services or events.

RODS – Develop effective communication, teamwork, analytical thinking, creativity and ethical leadership from a cross-disciplinary perspective, clearly inspired by democratic principles and values, as well as the Sustainable Development Goals, in order to conduct oneself with integrity in the professional sphere.

Course content description

1. Fundamental aspects of business organisation and coordination mechanisms.

2. Corporate administration, management and strategy.

3. Key aspects of financial, commercial and human resources management.

4. Business ethics and corporate social responsibility.

5. Operational management, planning and control within a business.

6. Departments and functions within an organisation.

Training activities

P1. Lectures.

P2. Interactive classes.

P4. Completing assignments and solving challenges or problems.

P5. Independent study, case studies or problem-solving, and literature reviews.

P6. Tutoring.

P7. Knowledge assessments.

Assessment system and criteria

Without prejudice to any other requirements that may be set out in the relevant course syllabus, as a general rule, failure to attend more than 70 per cent of the course’s teaching activities—which require the student’s physical or virtual presence—will result in the loss of the right to continuous assessment during the main examination period. In this case, the examination to be held during the official period set by the University will be the sole assessment criterion, with the weighting specified in the course syllabus.

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REGULAR EXAMINATION PERIOD

S1. Practical activities. Portfolio (weighting: 50%)

Supplement: ‘From Digital to Exponential’: 10%

S2. – Final knowledge assessments. Final exam (as part of the University’s official assessment period). Weighting: 40%.

(Students who do not achieve 70 per cent attendance will only be eligible for this mark.)

EXTRAORDINARY ASSESSMENT PERIOD

100 per cent of the mark will be based on the official exam, the date of which will be published by the University.

Minimum compulsory attendance: To be eligible for continuous assessment, students must achieve a minimum attendance of 70 per cent; if this percentage is not met, they will only be eligible for the mark stipulated for the final exam.

Timetable

Click on this link to view the detailed timetable in Excel

Bibliography

Core:

1. Montoro Sánchez, M. Á., Díez Vial, I., & Martín de Castro, G.

Fundamentals of Business Administration

4th ed. Dykinson. 2020.

ISBN: 9788491979876

2. Porter, Michael E.

Competitive Strategy: Techniques for Analysing a Company and its Competitors

Pirámide. 2009.

ISBN: 9788436823387

Objectives

The main aim of the module ‘Theory, History and Evolution of Sport’ is to provide students with a comprehensive overview of the transformation of sport throughout history and its impact on society. This module explores the origins and development of sporting activities, examining how they have become embedded in various cultures and how they have evolved into today’s organised structures.

Through the analysis of key theories and the exploration of historical contexts, students gain a critical understanding of the economic, social and political factors that have shaped sport. Furthermore, the course emphasises the importance of understanding sport as a cultural phenomenon that reflects and influences social values and norms.

The aim is that, by the end of the course, future sports managers will have the necessary tools to apply this knowledge to the planning, development and effective management of sports organisations, thereby contributing to the advancement of the sports sector in an ethical and sustainable manner.

Prerequisites

There are no prerequisites.

Learning Outcomes

Qualification in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

RK2 – Understand the principles and theories of sports management within public and/or private sector service organisations, clubs and federations.

RK8 – Describe the evolution, new trends and technological advances in sport, as well as their social and economic impact.

RODS – Develop effective communication, teamwork, analytical thinking, creativity and ethical leadership from a cross-disciplinary perspective, clearly inspired by democratic principles and values, as well as the Sustainable Development Goals, in order to conduct oneself with integrity in the professional sphere.

Course content

1. History of sport, epistemology and theories on the origins of physical activity.

2. Physical activity in different cultures: classical, Greek, Roman, the Middle Ages, the Renaissance and pre-Columbian times.

3. Sport in the 19th and 20th centuries: from the origins of modern sport to professionalisation and technological advances.

4. The Olympic Movement and the modern Olympic Games: values, diversification and global impact.

5. Physical Education and its evolution in the training of professionals.

6. Trends, changes in sporting practice and current challenges facing sport.

Training activities

P1. Lectures.

P2. Interactive classes.

P4. Completing assignments and solving challenges or problems.

P5. Independent study, case studies or problem-solving, and literature reviews.

P6. Tutoring.

P7. Knowledge assessments.

Assessment system and criteria

Without prejudice to any other requirements that may be set out in the relevant course syllabus, as a general rule, failure to attend more than 70 per cent of the course’s teaching activities—which require the student’s physical or virtual presence—will result in the loss of the right to continuous assessment in the standard examination period. In this case, the examination to be held during the official period set by the University will be the sole assessment criterion, with the weighting assigned to it in accordance with the course syllabus.

----

REGULAR EXAMINATION PERIOD

S1.- Practical activities. Portfolio, weighting: 60%

S2. Final knowledge assessments. Final exam (during the University’s official examination period). Weighting: 40 per cent.

(Students who do not achieve 70 per cent attendance will only be eligible for this mark.)

EXTRAORDINARY ASSESSMENT PERIOD

100 per cent of the mark will be based on the official exam, the date of which will be published by the University.

Minimum compulsory attendance: To be eligible for continuous assessment, students must achieve a minimum attendance rate of 70%; if this percentage is not met, they will only be eligible for the mark stipulated for the final exam.

Timetable

Click on this link to view the detailed timetable in Excel

Supplementary

Supplementary:

1. Fernando Andres

The Rise of Spanish Sport: An Achievement of the Transition

Circulo Rojo. 2025.

ISBN: 9788410827523

2. Monroy Antón, Antonio J.

History of Sport:

Wanceulen, 2008.

ISBN: 9788498232226

Others:

3. Miquel de Moragas and Miquel Botella

The Keys to Success. Social, sporting, economic and communications impacts of Barcelona ’92

Centre for Olympic and Sports Studies (CEO). 1996.

ISBN: 8449006090

Objectives

The course ‘Economic Foundations of Organisations’ is designed to introduce students to the fundamental principles of economics as applied to the sports sector. The aim is to provide a thorough understanding of how economic concepts impact management and decision-making within sports organisations.

Through the study of economic models, the analysis of market structures and the exploration of financial strategies, students will develop essential skills for tackling economic challenges within the sports sector. Emphasis is placed on the ability to analyse problems, plan financially and make decisions based on rigorous economic analysis.

This module is essential for those seeking to lead sports organisations, providing the tools necessary for effective management and the resolution of economic problems in a competitive environment.

Prerequisites

There are no prerequisites.

Learning Outcomes

Degree programme adapted to Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

RK3 – To understand the fundamental elements of economics and economic and financial management as applied to the context of sports organisations.

RK9 – Understand the social and economic factors that influence the design of a business plan.

RK12 – Demonstrate knowledge of fundamental economic principles in the development of strategies and financial planning, and in the economic analysis of sports organisations.

RODS – Develop effective communication, teamwork, analytical thinking, creativity and ethical leadership from a cross-disciplinary perspective, clearly inspired by democratic principles and values, as well as the Sustainable Development Goals, in order to conduct oneself with integrity in the professional sphere.

Course content description

1. The global economic environment and fundamental economic principles in decision-making.

2. Fundamentals of business financial management for sustainability and long-term success.

3. The organisation: classifications, organisation and culture.

4. Economic and financial management of a sports organisation: from financial planning to the management and control of income and expenditure.

5. Instruments and tools for financial management in sport and organisations.

6. Regulatory and tax compliance through record-keeping, financial reporting and fulfilment of tax obligations.

Training activities

P1. Lectures.

P2. Interactive classes.

P4. Completing assignments and solving challenges or problems.

P5. Independent study, case studies or problem-solving, and literature reviews.

P6. Tutoring.

P7. Knowledge assessments.

Assessment system and criteria

Without prejudice to any other requirements that may be set out in the relevant course syllabus, as a general rule, failure to attend more than 70 per cent of the course’s teaching activities—which require the student’s physical or virtual presence—will result in the loss of the right to continuous assessment during the standard examination period. In this case, the examination to be held during the official period set by the University shall be the sole assessment criterion, with the weighting specified in the course syllabus.

----

REGULAR EXAMINATION PERIOD

S1. Practical activities. Portfolio (weighting: 50%)

UAX Skills IBM Data Analyst Professional Certificate: 10%

S2. – Final knowledge assessments. Final exam (as part of the University’s official examination period). Weighting: 40 per cent.

(Students who do not achieve 70% attendance will only be eligible for this mark.)

EXTRAORDINARY ASSESSMENT PERIOD

100 per cent of the mark will be based on the official exam, the date of which will be published by the University.

Minimum compulsory attendance: To be eligible for continuous assessment, students must achieve a minimum attendance rate of 70%; if this percentage is not met, they will only be eligible for the mark stipulated for the final exam.

Timetable

Click on this link to view the detailed timetable in Excel

Reading list

Essential:

1. Chiavenato, I.

Introduction to General Management Theory (7th ed.)..

McGraw-Hill Interamericana. 2009.

ISBN: 9789701055007

2.- Mankiw, N. G.

Principles of Economics

Paraninfo Publishers. 2012.

ISBN: 8497328973

Objectives

The main aim of the module ‘Law and Legislation in Sport’ is to provide students with a thorough understanding of the legal frameworks governing the sporting sector, at both national and international levels. It focuses on familiarising students with the regulatory frameworks applicable to the management and administration of sports organisations, ensuring a solid grounding in topics such as contracts, civil liability and image rights.

Furthermore, the course aims to help students develop critical analysis skills to understand how legislation impacts different stakeholders within the sports sector. This critical analysis is vital for assessing legal situations affecting athletes, coaches and other organisations, preparing students to tackle legal challenges and make informed decisions in their professional practice.

Finally, the module seeks to strengthen skills in effective communication and legal argumentation, which are key competencies for negotiation and mediation in sports disputes. The module also emphasises the importance of ethics and social responsibility in sports management, preparing students to act ethically within the context of sports law.

Prerequisites

There are no prerequisites.

Competencies

Degree programme in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

RK2 – Understand the principles and theories of sports management within public and/or private sector service organisations, clubs and federations.

RK8 – Describe the evolution, new trends and technological advances in sport, as well as their social and economic impact.

RK10 – To understand the organisation, regulation and structure of sport at local, national and international levels, and the contextualisation of the various sporting subsystems.

RC4 – Analyse the factors within the social and economic environment that influence the development of sports services or events.

RODS – Develops effective communication, teamwork, analytical thinking, creativity and ethical leadership from a cross-disciplinary perspective, clearly inspired by democratic principles and values, as well as the Sustainable Development Goals, in order to operate with integrity in the professional sphere.

Course content

1. History of international and Spanish sports law.

2. Regulatory framework in sport and key aspects of sports management.

3. Conflict resolution in sport: alternative methods and ordinary courts.

4. Constitution and structure of sports organisations to ensure compliance with specific legal requirements.

5. Training of sports professionals and the regulation of their practice.

6. Legal liability and obligations of sports management professionals.

Training activities

P1. Lectures.

P2. Interactive classes.

P4. Completing assignments and solving challenges or problems.

P5. Independent study, case studies or problem-solving, and literature reviews.

P6. Tutoring.

P7. Knowledge assessments.

Assessment system and criteria

Without prejudice to any other requirements that may be set out in the relevant course syllabus, as a general rule, failure to attend more than 70 per cent of the course’s teaching activities—which require the student’s physical or virtual presence—will result in the loss of the right to continuous assessment during the standard examination period. In this case, the examination to be held during the official period set by the University shall be the sole assessment criterion, carrying the weighting specified in the course syllabus.

----

REGULAR EXAMINATION PERIOD

S1.- Practical activities. Portfolio, weighting: 60%

S2. Final knowledge assessments. Final exam (during the University’s official examination period). Weighting: 40 per cent.

(Students who do not achieve 70% attendance will only be eligible for this mark.)

EXTRAORDINARY ASSESSMENT PERIOD

100 per cent of the mark will be based on the official exam, the date of which will be published by the University.

Minimum compulsory attendance: To be eligible for continuous assessment, students must achieve a minimum attendance rate of 70%; if this percentage is not met, they will only be eligible for the mark stipulated for the final exam.

Timetable

Click on this link to view the detailed timetable in Excel

Supplementary

Supplementary:

1. Alberto Palomar Olmeda

Sports Law: Legislation, Commentary and Case Law

Tirant Lo Blanch. 2022.

ISBN: 9788411137003

2. Alberto Palomar Olmeda and Miguel García Caba

Football Law. The Sport’s Own Legal Regulatory Framework

Aranzadi La Ley. 2018.

ISBN: 978-84-9020-7

3. Pérez Triviño, José Luis. Edited by Latorre Martínez, Javier. Edited by García Solanas, Mónica. Edited by Pérez Rocamora, Miguel. Edited by

A Practical Legal Guide to Sports Clubs

Aranzadi. 2022.

ISBN: 978-84-1390-1

Objectives

The main aim of the module ‘Fundamentals of Marketing and Communication’ is to equip students with a sound and practical understanding of marketing techniques and communication strategies applied to the world of sport. The aim is for students to acquire knowledge on how to develop, implement and evaluate marketing campaigns that effectively promote sporting events, teams and brands. This includes studying the sports market, the consumer and the strategic use of various digital and traditional marketing channels.

Secondly, the module seeks to develop skills in the planning and execution of effective communication strategies that can support and amplify marketing initiatives. Students will learn to create coherent and engaging messages, manage the public image of sports organisations, and use social media platforms to interact with supporters and grow the fan base. The ability to communicate clearly and persuade diverse audiences is fundamental to this module.

Finally, the module fosters the development of critical and creative thinking, preparing students to tackle and solve marketing and communication problems in sport in an innovative and ethical manner. Emphasis is placed on the importance of social responsibility and ethics in marketing and communication campaigns, ensuring that future professionals promote practices that respect both individuals and the wider community.

Prerequisites

There are no prerequisites.

Learning Outcomes

Qualification in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

RK6 – To understand the characteristics of different sports business models, the specific regulations governing different sports organisations, and customer management tools.

RK7 – To understand oral and written communication techniques in a business context and their importance in team coordination and in relations with the wider environment.

RS3 – Apply the main tools for developing marketing and communication strategies.

RS8 – Apply a marketing and communication plan using the tools of the marketing mix and digital media.

Course content

1. Introduction to marketing and communication, their evolution and current trends.

2. Introduction to communication: theories and processes.

3. Media planning within integrated marketing communication.

4. Advertising and promotion strategies using traditional and digital media.

5. The marketing mix from the perspective of the 4Ps, 4Cs, 4Vs and the SIVA model.

6. The marketing plan process: formulation, development, monitoring and evaluation.

Training activities

P1. Lectures.

P2. Interactive classes.

P4. Completing assignments and solving challenges or problems.

P5. Independent study, case studies or problem-solving, and literature reviews.

P6. Tutoring.

P7. Knowledge assessments.

Assessment system and criteria

Without prejudice to any other requirements that may be specified in the relevant course syllabus, as a general rule, failure to attend more than 70 per cent of the course’s teaching activities—which require the student’s physical or virtual presence—will result in the loss of the right to continuous assessment during the standard examination period. In this case, the examination to be held during the official period set by the University shall be the sole assessment criterion, with the weighting specified in the course syllabus.

----

REGULAR EXAMINATION PERIOD

S1.- Practical activities. Portfolio, weighting: 60%

S2. Final knowledge assessments. Final exam (during the University’s official examination period). Weighting: 40 per cent.

(Students who do not achieve 70 per cent attendance will only be eligible for this mark.)

EXTRAORDINARY ASSESSMENT PERIOD

100 per cent of the mark will be based on the official exam, the date of which will be published by the University.

Minimum compulsory attendance: To be eligible for continuous assessment, students must achieve a minimum attendance of 70 per cent; if this percentage is not met, they will only be eligible for the mark stipulated for the final exam.

Timetable

Click on this link to view the detailed timetable in Excel

Bibliography

Core:

1. Santesmases Mestre, Miguel; Sánchez Herrera, Joaquín; Pintado Blanco, Teresa; Merino Sanz, María Jesús

Fundamentals of Marketing

Pirámide. 2018.

ISBN: 978-843684004

2. Valcarce, Manel

Marketing and Communication Applied to Sport

Tutor. 2025.

ISBN: 9788418655463

Objectives

The module ‘The Sport Industry and its Social and Economic Impact’ is designed to provide students with a detailed understanding of how the sport industry influences and is influenced by social and economic factors. The aim is for students to analyse and understand the economic dynamics of sport, including revenue generation, employment and the economic development it fosters at both local and global levels. Furthermore, the course will address the implications of investment in sports infrastructure and large-scale events.

Furthermore, this module enables students to explore the role of sport as a tool for social development and its capacity to influence social inclusion, education and community cohesion. Case studies will be examined where sports policies have had a significant impact on communities, promoting integration and social wellbeing. Students will learn to identify and design sports initiatives that maximise these social benefits.

Finally, emphasis will be placed on developing analytical and evaluation skills so that students are able to carry out critical analyses of the economic and social impact of sport. They will study how to measure and communicate the social and economic benefits of sport, preparing them to lead and manage sports projects that contribute to economic and social development in a sustainable and ethical manner.

Prerequisites

There are no prerequisites.

Competencies

Degree programme in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

RK1 – Identify the basic principles of the sports industry and their applications within sports management.

RK8 - Describe developments, new trends and technological advances in sport, as well as their social and economic impact.

RC4 – Analyse the factors within the social and economic environment that influence the development of sports services or events.

Course description

1. The sports industry: introduction, historical development and current trends.

2. Characteristics of the sports industry; its social and economic importance.

3. Analysis of the sports sector and the sports industry in the current context.

4. Analysis of developments in the management of sports organisations.

5. Current trends and innovation strategies in the sports industry.

6. New markets and opportunities in the sports industry.

Training activities

RK1 – Identify the basic principles of the sports industry and their applications within sports management.

RK8 – Describe the evolution, new trends and technological advances in sport, as well as their social and economic impact.

RC4 – Analyse the factors within the social and economic environment that influence the development of sports services or events.

Assessment system and criteria

Without prejudice to any other requirements that may be set out in the relevant course syllabus, as a general rule, failure to attend more than 70 per cent of the course’s teaching activities—which require the student’s physical or virtual presence—will result in the loss of the right to continuous assessment during the standard examination period. In this case, the examination to be held during the official period set by the University will be the sole assessment criterion, with the weighting specified in the course syllabus.

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P1. Lectures.

P2. Interactive classes.

P4. Completing assignments and solving challenges or problems.

P5. Independent study, solving case studies or problems, and bibliographic research.

P6. Tutoring.

P7. Knowledge assessments.

Addendum

REGULAR EXAM SESSION

S1. Practical activities. Portfolio (weighting: 50%)

UAX Skills Disruptive Thinking: 10%

S2. Final knowledge assessments. Final exam (as part of the University’s official examination period). Weighting: 40 per cent.

(Students who do not achieve 70 per cent attendance will only be eligible for this mark.)

EXTRAORDINARY ASSESSMENT PERIOD

100 per cent of the mark will be based on the official exam, the date of which will be published by the University.

Minimum compulsory attendance: To be eligible for continuous assessment, students must achieve a minimum attendance rate of 70%; if this percentage is not met, they will only be eligible for the mark stipulated for the final exam.

Timetable

Click on this link to view the detailed timetable in Excel

Bibliography

Core:

1. Mestre Sancho, J.A., Rodríguez Romo, G.

The sports manager and sports facilities

INDE. 2007.

ISBN: 978-849729107

2. Sobrino, J.

Sport: A Sector of Economic Activity

Comillas Pontifical University. 2013.

ISBN: 978-848468500

Supplementary:

3.- Higher Sports Council

Yearbook of Sports Statistics

Ministry of Education, Vocational Training and Sport. 2025.

ISBN: 978-920026791

https://www.educacionfpydeportes.gob.es/servicios-al-ciudadano/estadisticas/deportes/anuario.html

Objectives

The module ‘Business Models and Services in Sport’ aims to provide students with a thorough understanding of the various business models operating within the sports industry. The main objective is for students to understand the organisational structures, funding strategies and operations that underpin sports organisations, from local clubs to global franchises. The course will explore how these models can be adapted and optimised to meet the challenges of the current and future market.

This programme also aims to equip students with the skills to develop and manage effective sports services that meet the needs of consumers and stakeholders. Best practices in the creation and marketing of sports services will be examined, including event management, sports facilities and training programmes. Furthermore, the programme will discuss how innovation and technology are transforming the range of services offered in sport.

Finally, students’ capacity for strategic analysis and data-driven decision-making will be fostered. They will learn to evaluate the performance of different business models and services in sport, using analytical tools to identify opportunities for improvement and growth. A critical and ethical approach to the development and management of sports businesses and services will be promoted, preparing students to lead responsibly within the sports industry.

Prerequisites

There are no prerequisites.

Competencies

This degree programme complies with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedures for ensuring its quality.

Learning outcomes

RK6 – Understand the characteristics of different sports business models, the specific regulations governing different sports organisations, and customer management tools.

RS2 – Apply management tools and strategies in accordance with the nature of different sports organisation models.

RODS – Develop effective communication, teamwork, analytical thinking, creativity and ethical leadership from a cross-disciplinary perspective, clearly inspired by democratic principles and values, as well as the Sustainable Development Goals, in order to conduct oneself with integrity in the professional sphere.

Course content description

1. Concept and types of business models in sport.

2. Sports services, customer service and service experience.

3. Direct, indirect and mixed management in sports organisations.

4. Business strategy and the development of a value proposition in sports organisations and services.

5. The ecosystem of sports service companies and emerging models.

6. Examples of business models in the commercial sports sector.

Training activities

P1. Lectures.

P2. Interactive classes.

P4. Completing assignments and solving challenges or problems.

P5. Independent study, case studies or problem-solving, and literature reviews.

P6. Tutoring.

P7. Knowledge assessments.

Assessment system and criteria

Without prejudice to any other requirements that may be specified in the relevant course syllabus, as a general rule, failure to attend more than 70 per cent of the course’s teaching activities—which require the student’s physical or virtual presence—will result in the loss of the right to continuous assessment during the standard examination period. In this case, the examination to be held during the official period established by the University shall be the sole assessment criterion, with the weighting specified in the course syllabus.

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REGULAR EXAMINATION PERIOD

S1. Practical activities. Portfolio, weighting: 50%

UAX Skills IBM Data Analyst Professional Certificate: 10%

S2. – Final knowledge assessments. Final exam (as part of the University’s official examination session). Percentage: 40%.

(Students who do not achieve 70% attendance will only be eligible for this mark.)

EXTRAORDINARY ASSESSMENT PERIOD

100 per cent of the mark will be based on the official exam, the date of which will be published by the University.

Minimum compulsory attendance: To be eligible for continuous assessment, students must achieve a minimum attendance rate of 70%; if this percentage is not met, they will only be eligible for the mark stipulated for the final exam.

Timetable

Click on this link to view the detailed timetable in Excel

Bibliography

Core:

1. Osterwalder, A., & Pigneur, Y.

Business Model Generation

Deusto. 2011.

ISBN: 9788423427994

2. Ries, E.

The Lean Startup Method: How to Build Successful Companies Using Continuous Innovation

Deusto. 2012.

ISBN: 978-84-234-09

Objectives

The ‘Consumer Behaviour’ module focuses on equipping students with an in-depth understanding of the key theories and concepts that explain consumer behaviour in the market. The main objective is for students to understand the psychological, social, cultural and economic factors that influence individuals’ purchasing decisions. This understanding is crucial for developing effective marketing strategies that can attract and retain customers across various sectors, including the sports sector.

Throughout the course, students will learn to analyse and predict consumption patterns by studying market trends and purchasing behaviour. Topics such as consumer perception, attitudes and brand loyalty, the influence of social factors on purchasing decisions, and the impact of technology on consumer behaviour will be covered. In addition, market research methods will be taught to enable students to collect and analyse consumer data ethically and effectively.

Finally, students will be encouraged to apply this knowledge in developing marketing strategies that meet consumers’ needs and desires, thereby enhancing the competitiveness of businesses in the sports sector. It is expected that, upon completion of the module, students will be able to design and implement marketing tactics based on a sound and critical understanding of consumer behaviour.

Prerequisites

No prerequisites are required.

Learning Outcomes

Degree programme adapted to Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning outcomes

RK8 – Describe developments, new trends and technological advances in sport, as well as their social and economic impact.

RC4 - Analyse the factors within the social and economic environment that influence the development of sports services or events.

RS4 – Use various technological tools for customer management, such as HubSpot, Service Hub, Aktive or T-Innova.

Course content

1. Fundamentals of consumer behaviour and explanatory models.

2. The consumer decision-making process and its stages.

3. Individual factors influencing purchasing decisions.

4. Social and cultural influences on consumer preferences.

5. Marketing and persuasion strategies to influence consumers.

6. Ethics, sustainability and social responsibility in consumer behaviour.

Training activities

P1. Lectures.

P2. Interactive classes.

P4. Completing assignments and solving challenges or problems.

P5. Independent study, case studies or problem-solving, and literature reviews.

P6. Tutoring.

P7. Knowledge assessments.

Assessment system and criteria

REGULAR EXAM SESSION

S1. Practical activities. Portfolio (weighting: 50%)

Supplement: Introduction to Banking 4.0: 10%

S2. Final knowledge assessments. Final exam (as part of the University’s official examination period). Weighting: 40%.

SUPPLEMENTARY ASSESSMENT PERIOD

100 per cent of the mark will be based on the official exam, the date of which will be published by the University.

Timetable

Click on this link to view the detailed timetable in Excel

Bibliography

Core:

1. Cialdini, Robert B.

Influence: Science and Practice

Pearson. 2016.

ISBN: 978-013429972

2. Kahneman, Daniel

Thinking, Fast and Slow

Farrar, Straus and Giroux. 2011.

ISBN: 978-037453355

3. Kotler, Philip; Keller, Kevin Lane

Marketing Management

Pearson. 2016.

ISBN: 978-013385646

4. Schiffman, Leon; Wisenblit, Joseph

Consumer Behaviour

Pearson. 2019.

ISBN: 978-013473482

5. Solomon, Michael R.

Consumer Behaviour: Buying, Having, and Being

Pearson. 2020.

ISBN: 978-013522569

Objectives

The module ‘Sport, Health and Wellbeing’ is designed to provide students with a thorough understanding of how sport can be used strategically to improve overall health and wellbeing. The main objective is for students to learn how sports programmes can effectively contribute to the physical, mental and social health of various demographic groups.

Emphasis will be placed on the importance of designing policies and programmes that actively promote healthy lifestyles through sport, taking into account aspects such as safety, inclusion and accessibility. Students will learn to integrate various fields such as sports nutrition, exercise psychology and stress management techniques into their proposals, thereby maximising the health benefits for participants and the community.

Finally, students are expected to acquire key skills in the evaluation and continuous improvement of health and wellbeing projects. They will learn to use performance indicators and data analysis to monitor the effectiveness of their initiatives, adjusting them as necessary to respond to participants’ changing needs and achieve long-term health objectives. This analytical and adaptive capacity is essential for successful leadership in the sports industry, ensuring that programmes are not only effective but also sustainable and ethical.

Prerequisites

There are no prerequisites.

Competencies

Qualification in accordance with Royal Decree 822/2021 of 28 September, which establishes the organisation of university education and the procedure for ensuring its quality.

Learning Outcomes

LO8 – Implement a marketing and communication plan using the tools of the marketing mix and digital media.

RC1 – Plan sports service programmes tailored to the characteristics of the population (age range, gender, specific needs) and types of trends.

RODS – Develop effective communication, teamwork, analytical thinking, creativity and ethical leadership from a cross-disciplinary perspective, clearly inspired by democratic principles and values, as well as the Sustainable Development Goals, in order to conduct oneself with integrity in the professional sphere.

Description of the course content

1. Theoretical foundations: links between physical activity, exercise and health benefits.

2. Study and analysis of new trends and their impact on physical activity, health and wellbeing.

3. Methods and tests for assessing physical, mental and nutritional fitness.

4. Design of training programmes tailored to individual and group needs.

5. Types of activities for developing physical fitness and their impact on different population groups.

6. Practical application of different training methods to improve physical fitness.

Training activities

P1. Lectures.

P2. Interactive classes.

P4. Completing assignments and solving challenges or problems.

P5. Independent study, case studies or problem-solving, and literature reviews.

P6. Tutoring.

P7. Knowledge assessments.

Assessment system and criteria

REGULAR EXAM SESSION

S1. Practical activities. Portfolio, accounting for 60 per cent

S2. Final knowledge assessments. Final exam (as part of the University’s official examination period). Weighting: 40%.

SUPPLEMENTARY EXAMINATION SESSION

100 per cent of the mark will be based on the official exam, the date of which will be published by the University.

Timetable

Click on this link to view the detailed timetable in Excel

Bibliography

Core:

1. Cadore, E. L., & Izquierdo, M

Exercise interventions in patients with multiple chronic conditions and diabetes mellitus: Improving functional status and quality of life.

Sports Medicine, 45(4), 463–477. 2015.

ISBN: Electronic ISSN

2. Cadore, E. L., & Izquierdo, M. (2015).

Exercise interventions in elderly patients with multiple comorbidities and diabetes mellitus: Improving functional status and quality of life.

“Sports Medicine, 45(4), 463–477”. 2015.

ISBN: 1574-4647

3.- Lum, D., & Barbosa, T. M

Brief review: Effects of isometric strength training on strength and dynamic performance.

International Journal of Sports Medicine. 2019.

ISBN: 0172-4622

4. Notario, Raúl

Mediterranean Training

Tutor. 2020.

ISBN: 978-841667696

5. World Health Organisation

WHO Guidelines on Physical Activity and Sedentary Behaviour: At a Glance

WHO. 2020.

ISBN: 978-924001481