This unit provides a detailed analysis of sport in a global context. Through the use of international case studies it aims to give students a deep understanding of the processes of globalisation and the ways in which they have shaped the structure and conduct of sport around the world. Students will initially explore the commercialisation of sport and trace its evolution into a business. Various commercial themes will be addressed, including a detailed study of sport consumption. Special attention will be given to the motivations and behaviour of sports consumers, together with strategies for engaging with diverse groups and cultures. Students will also examine the impact of technology and the entrenchment of it in media entertainment. This will lead into a critical evaluation of sport-commerce as an industrial sector, a contributor to economic growth, and arena of political influence.
On successful completion of this unit, students will be able to:
Selected readings will be made available via the unit VU Collaborate site.
This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.