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Master - Media and Technology Management: Seminar II
Sports and Media Management

(ONLY MTM MSc WiSo PO 2015)

(WS '16/'17)

Prof. Dr. Christian-Mathias Wellbrock (new colleague at the University of Cologne!)

2 SWS, 6 CP

Time: 9:00 am-14:00 pm, Dates see below, Start: Mar. 07, '17

Location: t. b. d.

Held in English

Pre-Assignment DUE Mar. 03, '17, 11:00 am

Overview

This course covers the economics and management of professional sports markets with a focus on media related issues, such as sports media rights and media coverage of professional sports. In particular, we will look into the following topics:

The Uncertainty of Outcome Hypothesis states that the quality of a sports event for consumers depends on the degree of outcome uncertainty. We assess this hypothesis theoretically and empirically and discuss the role of Competitive Balance in this regard.
Which aspects determine the demand for Televised Live Sports, both from a broadcaster’s and a consumer perspective? Is sports content driving adoption of new media technology?
Which aspects determine the demand for Live Sports? Which motives do spectators have, what drives their satisfaction with sporting events? What are the differences between live and televised sports events? What role does Information Technology play in this regard?
How has Information Technology changed the economic logic of sport sponsorships and sports marketing?
Considering that sports content has significant economic value for media outlets, what incentives does this imply for sports media coverage and sports journalism?
Data availability has improved drastically in many aspects of life and sports is no exception. Consequently, big data has spurred the field of Sports Analytics. We’ll look into question of how individual contribution to group performance can be measured and how data availability in pro sports might be used to address general management questions.

Dates
Mar. 07 (mandatory kick-off), Mar. 14, Mar. 21 (mandatory group presentation) (all '17) - max. 3 dates.

The session on Mar. 07, '17 is an input session, where we will discuss the above topics and identify possible research questions. At the end of the first session, students will form groups and each group decides on a research question. This research question will be worked on jointly in an empirical project. The results are to be presented

(1) in an oral group presentation and
(2) in a group research paper (max. 10 pages, double-spaced)

On Mar. 14, '17, students give short presentations in which they clearly outline their research question, the way they attempt to address the question, and first results of their analyses. Students receive feedback from peers and the professor. On Mar. 21, '17, students present their final results. Final Papers will be due on Mar. 28 '17, 11:00 am.

Grading

Grading will be based on

Pre-Assignment, individual (30%), handed out Jan 29, '17, DUE Mar. 03, '17, 11:00 am.
Course Project
- Presentations, group (35%), held on Mar. 21, '17.
- Final-Assignment, group (35%), DUE Mar. 28, '17, 11:00 am.

Students receiving a grade of 4,0 or better in all grading elements will be awarded 6 Credit Points ('Leistungspunkte').