Scheda insegnamento


L'insegnamento contribuisce al perseguimento degli Obiettivi di Sviluppo Sostenibile dell'Agenda 2030 dell'ONU.

Consumo e produzione responsabili

Anno Accademico 2020/2021

Conoscenze e abilità da conseguire

Al termine del corso lo studente: - conosce la dinamica economica di domanda e offerta e la gestione di imprese in un ambiente competitivo; - conosce i principi della gestione tipica di un’impresa che opera nel campo dello sport, dell’attività fisica o del benessere.


The course aims at investigating the challenges and the opportunities offered by a sustainable adoption of various business philosophies, such as marketing and branding, to those organisations operating at the intersection between sport and tourism.

The first part of the module will engage participants in propedeutic activities that will offer them an understanding of some basic perspectives and tools used by business consultants and business studies scholars. The first lectures will focus on concepts and theories coming from sociology, economics and politology, thus exploring the “foundations of management”. In the following weeks, participants will acquire skills directly related to the “toolkit of managers”, which pertain to the main functions of management, such as planning, organisation, leadership and marketing.

The final part of the module will adopt the lens of a territorial perspective, which better captures the relevance of collaboration and co-opetition among sport and tourism organisations and the potential of their spill-over effects for local economies and destinations. The ‘sectors’ of sport, tourism and wellness will be critically scrutinised in its contemporary advancements and trends.


A thorough list of journal articles, book chapters and business magazine articles will be made available shortly before the beginning of the course. Additional materials will be recommended during every lecture. The prescribed compulsory list include:


Robbins, S. P. & Coulter, M.A. (2012). Management. Pearson

Gibson, H. J., Willming, C., & Holdnak, A. (2003). Small-scale event sport tourism: Fans as tourists. Tourism management, 24(2), 181-190.

Gammon, S., & Robinson, T. (2003). Sport and tourism: A conceptual framework. Vaailable at https://www.tandfonline.com/doi/pdf/10.1080/14775080306236?casa_token=el8atm-iddQAAAAA:okZPsCxWvH6o6UaSP65QeNOWF8wUXGkU3QWenG8hGPTwNivjIV1k9e6I8eRQlfns2pAe3u3tdnA

Hassen, I., & Giovanardi, M. (2017). The difference of ‘being diverse’: City branding and multiculturalism in the ‘Leicester Model’. Cities. http://dx.doi.org/10.1016/j.cities.2017.06.019

Higham, J. (2007). Sport tourism destinations: Issues, opportunities and analysis. In Sport Tourism Destinations (pp. 17-30). Routledge.

Richelieu, A. (2018). A sport-oriented place branding strategy for cities, regions and countries. Sport, Business and Management: An International Journal, 8(4), 354-374.

Metodi didattici

To enable participants to achieve the above objectives, a combination of traditional lectures and more participatory/interactive sessions will be used for this course. The language of instruction for all teaching and learning activities is English.


Topics will be introduced during lectures and readings suggested. Students are expected to do some of the prescribed readings before lectures, as the lecturing method for this course is a two-way interactive presentation, including students’ verbal participation in terms of their views/opinions of the information being presented.

Interactive sessions

Interactive sessions provide a means for students to verify their understanding and mastery of information presented in the preceding lecture. To that end, interactive sessions will be conducted in the form of group/class discussions, case study, question and answer sessions, and whenever possible a short project group presentation for classroom evaluation so as to engage all attendees. This will enable the tutor to diagnose students’ challenges and help to focus participants’ efforts on critical ideas and techniques to assimilate lecture content.

Modalità di verifica dell'apprendimento

Assessment of ATTENDING STUDENTS for this module will be based on an intermediate in-class written exam and the submission of coursework.

Details on coursework may include: the scripting of a TED Talk revolving around one of the themes discussed in the module; an individual written reflective account, in which each participant critically reflects on the group-project carried out during the second part of the module. The intermediate exam will determine the 30% of final grade. The submission of coursework will determine the 70% of the final grade. Detailed guidelines on both assessment tasks will be communicated by the second week of lectures on IOL.

NON-ATTENDING STUDENTS. The intermediate in-class exam (30%) will be replaced by the submission of an individual reflective essay revolving around the main themes dsicussed in the first weeks of lectures. Specific details will be made available on IOL. The submission of coursework (70%) for non-attending students will be illustrated in a dedicated document, available on IOL. Please note that both readings and learning resources are the same for both attending and non-attending students.

Deadlines and the intermediate exam date will be communicated during the first lecture (see IOL - pptx Slide for Lecture no. 1)

Orario di ricevimento

Consulta il sito web di Massimo Giovanardi