Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
Belonging course: 
Course of Master's Degree Programme on SPORT SCIENCES AND MANAGEMENT
Disciplinary sector: 
Year of study: 
Second semester
Hours of front activity: 



Course description

The course of Economics and Governance of sports organizations aims to
introduce the student in the fundamental issues the "governance" and "management" of the sports organization in its relationship with the various internal and external stakeholders . It is undoubted, moreover, that the extension and the characteristics of the "public" that surround the sports company leads to a particular relevance of the aspects related to communication and the production of content for the media. The expected learning outcomes are
also declined on the basis of the Dublin Descriptors, according to the scheme
following: 1. Understand the importance of correct interrelation with various corporate audiences; 2. identify the different elements that determine its
communication success; 3. analyze and recognize the main communication errors;
4. acquire a vision of its overall functioning modes
and in-depth analysis of the different levels of analysis;
5. compare the phases of the content editing process; 6.
understand its methods of use and presentation of the various instruments.


No specific binding prerequisites are set


1. Framing of the sports sector: boundaries, characteristics, supply and demand, and economic importance
2. The sport asset: social function, competitive context, external effects of consumption and production.
3. The classification of companies operating in this field.
4. Stakeholders and shareholder of the sports company.
5. The corporate purpose according to the most recent doctrinal developments.
6. Objective aspect and subjective aspect in the sports company
7. Competitive environment and general environment
8. Historical evolution of the company with reference to the objective aspect, subjective aspect, competitive environment and general environment.
9. Business functions: classification and typicality within the sports company.
10. The centrality of communication and public relations.
11. The renewed importance of managerial management of plants
12. The digital economy: visibility, information and misinformation in the internet age.
13. The "big data" in sport business
14. The crisis management.
15. Lobbing and advertising activities.
16. Fund raising.
17. Management: historical evolutionary analysis
18. Management as a paradox
19. Management of sports companies.
20. Management in its articulations: planning, direction, control, support and organization.
21. Planning, strategy and the competitive system. The SWOT analysis
22. The corporate governance of family sports companies
23. Corporate governance in other business types
24. Study of business cases of companies operating in the sports sector

The course provides an analisys and a description to the sport industry environment and an introduction to management skills relevant to operate in its organizations.
It provides theories, models and case studies in order to understand the complex nature of the different actors that operate in this enviroment.

Teaching Methods

The course consists of 72 hours of frontal teaching, including thematic
exercises, aimed at applying the knowledge acquired in class and further
summary exercises including simulations of the exam.


Books and other material: Roberto Cafferata, Governance and Management in the sports economy, PDF (197KB);
Gianfranco Piantoni, Sport between competition and entertainment, Etas Libri, 1999 (Part 1, chapter 1, part 2, part 3) 6.1 6.2 6.3 7, part 4 ° 8.3 8.4 8.5 8.6 8.7 8.8, 9 everything). In addition to
the books and articles, materials of the program are the slides concerning the frontal
lessons (material by the teacher downloadable from the Departement
Slides of the lessons in pdf format: Economics, governance and management of the final sports companies; The final fund rising; The final crisis management; Public affairs and final lobbying; Final digital economy; Introduction to the final Corporate governance (all); the Governance of the final family businesses (all); video and educational material of business cases: 1. Puma vs Adidas, 2. EA Sports Fifa 12; 3. Tecnogym;

Learning assessment

The purpose of the exam is to verify the achievement of the previously
indicated training objectives.
Learning is verified through:
- A written test divided into two parts: the first articulated in multiple-
choice questions and open-ended questions on the topics of the program;
the second related to a cost accounting exercise.
- A conclusive oral exam, optional, which deals with the whole program.
N.B. Passing the written test requires obtaining an evaluation of at least
18/30. Only students who have passed the written test can access the
optional oral exam.
The program and the modalities of the final learning test are the same for
those who attend and for those who do not attend lessons.

More information