Courses of the International Summer School in Marseille

Course Format: 3 hrs per day over 2 weeks; from June 17 - 28.

This course presents a model for using a resource-based approach to develop strategic event management action plans in a sports business context 

"There is no separation between sports and entertainment… merge them together and create something unique ». Robert Johnson (Owner Charlotte Bobcats)" 

The main goal of this course is to give a “sensemaking” approach to create, develop and maintain sustainable performance in sports event organizations.  

The course content has relevance to students pursuing different career goals in virtually any type of organisation linked to sports or leisure activities with a strong sport dimension.  

After a review of "strategic assets identification" (sponsoring, reputation, relational and physical resources and specific dynamic capabilities), various case analyses are discussed in the context of international sports events. 

You can have a glance following this link 

More specifically, by the end of this course students will: 

• Develop an understanding of the strategic role of marketing in sports business firms and the importance of appropriate decision making 
• Develop the skills necessary to utilise the course’s tools and frameworks, designed to identify revenue opportunities, and make strategic sports marketing decisions 
• Develop responsible leadership and strategic skills in the context of the sports marketing businesses 
• The course consists of lectures, exercises, article discussions, groupwork, live case studies, presentations and a brand project.

Course Format: 3 hrs per day over 2-weeks; from June 17 - 28.

This course is designed to provide students with a systematic means to analyse and develop communication and marketing strategies, using concepts and theories from general marketing, and apply them in a sports business context. 

With the aim of improving the students’ understanding of strategic and brand management concepts, and thereafter assessing the effectiveness of corresponding communication strategies, the students will work on business plans and models for sports organisations in order to innovate and construct strong commercial brands. 

Marketing decisions on brands and the deployment of communication supports will be at the heart of entrepreneurial choices to create sustainable performance for professional sport organisations. Students will use both logic and creativity to arrive at effective solutions. 

At the end of this course students will be able to:

• Analyse opportunities and alternatives in sports businesses in an open, honest manner 
• Identify the customer and market segments that they have chosen and to be competitive in the sports business area 
• Demonstrate causal relationships between the attributes of products and/or services, including their organisational image/ reputation. 
• Reach conclusions based on demonstrable evidence and analysis

Course Format: July 1 to July 5 - 6 hours per day AM &PM

Course description

CSR, sport events, Olympics, social marketing, strategic leveraging.

The course consists of lectures, live case studies , group work , and sport company visits

Course objectives

This course is designed to provide students with systematic means to analyze and develop strategies using concepts and theories of marketing, corporate social responsibility (CSR) and decision making in a sports business and olympics context. More specifically, by the end of this course students will:

1. develop an understanding of the strategic role of marketing in sports business firms and the importance of appropriate decision making on purpose

2. develop skills necessary to utilize the course’s tools and frameworks, designed to identify revenue opportunities, and make strategic sports marketing decisions.

3. develop responsible leader and strategic skills in the sports marketing business context.

Course Format: July 8 to July 12 - 6 hours per day AM&PM

Course Purpose & Objectives

Using the context of Paris2024 Olympics on athletes soft skills needed to perform, this original seminar will focus on students personal development in management.

Based on Peter Ducker model on “managing oneself” and “Grit (The Power of Passion and Perseverance)” by Angela Duckworth, the class will mix Olympics sports live experience and practice and sessions on competencies management.

The main objective is to make the bridge between sport practice and business management to improve personal soft skills such as : Time management, Communication, Adaptability, Problem-solving, Teamwork, Creativity, Leadership, Interpersonal skills, emotional & stress management, Attention to detail…

The course consists of lectures, live case studies , group work and in vivo outdoor activities.

Courses contribution to program objectives – Learning Goals

Demonstrate critical thinking and the Ability to Perform in a Culturally Diverse Environment

Develop, and practice, a sense for innovation, entrepreneurship and creativity

Provide Value to the Business Community in a chosen Area of Specialization