IN A NUTSHELL (Klick here for the Infographic Sport Commerce Minor)

You always wanted to know more about the sports industry? How do big corporates like Nike, Adidas and UnderArmour create product and connect with their consumers? How has the Jordan Brand developed into a big business from initially just having a promising rookie basketball player, a cool shoe, and an innovative marketing campaign? How do professional athletes and pro teams, national and international influencers, position and market themselves? How do sports entrepreneurs develop new business with products, services, events, media and experiences? How do brands combine purpose and corporate social responsibility with growth and profit? The world of sports is very broad; in this minor we’ll look at sports through a business lens. This is the Sports Commerce minor.

LinkedIn: https://www.linkedin.com/company/hva-sports-commerce-minor

HOW DO WE RUN THINGS?

This is an international minor; all classes are English-spoken and all discussions, assignments and presentations are done in English as well. The minor is full-time. You’ll have classes from 10:00-13:00 5 days a week and you’ll work on assignments and projects in the afternoon. This is a high-energy program that requires dedication and commitment from both the teachers and students. The Sports Commerce minor is organized in ‘sprints’, these are one-week or two-week blocks of classes centered around one theme. You will work on individual assignments as well as in groups; there is a diverse set of students. You will be exposed to a wide variety of up to 35 different guest speakers during this minor, they represent some of the world’s most inspiring companies. Their lectures are connected to student assignments so you will get a fist-hand feel of the work field. The many guest speakers also give a peek into future career paths and opportunities and you will be able to add them to your network. We offer a one-week field trip as part of the program.

WHAT WILL YOU GET OUT OF IT?

By completing this minor you will have a better understanding of how the Sports Commerce industry works and if this is the industry of your passion. This minor can give you a head start when finding an internship and/or your first job. Dive into the world of sports, gain insights in the business side and start developing a stepping stone to internships and a future career; that is on offer.

• You will analyze how consumers are inspired to participate in sports and are influenced to buy products or services. 
• You will identify trends in the external environment and how they influence companies.
• You will learn about the role of athletes, influencers, events and media, and how brands -large and small- influence consumer behaviour.
• You will work with the latest models of brand positioning, digital marketing, social media management, athlete activation an apply this to real-world cases.
• You will dive into the go-to-market process of the sports industry; the process that starts with innovation, and flows via product creation, product merchandising, account planning, and sales to the various retail platforms. 
• You will be exposed to and participate in cases by guest speakers from various brands to get an understanding of what it takes to work in this industry.
• You will work on challenging assignments as an individual and in groups.
• You will be part of a fun and insightful field trip.
• You will be working on your presentation skills both individually and as well as in a group.

None

Literature will be in English. A variety of literature will be used ranging from peer reviewed articles to books.​

5 days a week 150 minute morning lectures for which presence is required. Afternoon is for working on assignments (individual or group). Consultancy from experts is optional.

Lessons - contact with teachers and guest speakers
Semester 1

Classes:
5 classes per week, each day 3 hours (lecture and exercises), thus 15 hours per week in total.
14 weeks in total. Block 1 consists of 7 weeks, block 2 consists of another 7 weeks.
These 14 weeks include a one-week field trip abroad.
There are two weeks without classes, a one-week autumn break vacation and one week for re-exams.

The minor spans 16 weeks, starting on Monday 2 September 2024 and ending on Friday 20 December 2024.

Projects:
Management Game
One-week field trip abroad
International Business Challenge

Assessments:
2 written exams, 9 projects/papers,  various individual assignments

Language: English

Theory Subjects 

Introduction to the World of Sports & Sports Commerce (2 ECT)
Consumer Insights (2 ECT)
External Environment & Internal Organisation (2 ECT)
Brand Building & Consumer Marketing (4 ECT)
Product Creation & Sales Process  (4 ECT)
Marketplace Management (4 ECT)
Digital Transformation (2 ECT)
Field trip (2 ECT)
Leadership & Career Paths (2 ECT)
Performance Management & Management Game (2 ECT)
Business Challenge (4 ECT)

Total: 30 EC

1 re-take per exam per academic year.

If a student fails to successfully complete the minor in the period in which she took the minor it is possible to finalize the minor in a following period in which the minor is given.

If a minor is no longer offered or in case the minor is rewritten, the degree programme will offer students a further two opportunities to finalize this minor in the following year.

Vragen over de minor?
Contact: Bart de Wilde, b.de.wilde@hva.nl
Rene Randsdorp, i.d.m.randsdorp@hva.nl

Vragen over de Kies op Maat-procedure?
Contact: Yvonne Reuvecamp-Van Zijl, sisfbsv@hva.nl

Meer weten?
en

Costs:
A study trip abroad will be organised to learn about the international sport commerce environment. A personal contribution of max. € 350,-- should be taken into account for this study trip.

Applications will be processed in the order of receipt of signed learning agreements.