“Adapted Marketing and Communication” Module Concludes Online Learning for Sport Administrators

From the 9th to the 11th of July 2024, the third and final module of the S2ABC European Standard Course on Sport Administration was conducted, focusing on “Adapted Marketing and Communication.” This module, an integral part of the broader S2ABC project, an EU-funded initiative aimed at building the capacity of sport organisations in the Western Balkans and Europe, provided 37 participants from 4 Western Balkan and 7 European countries with essential skills and knowledge to enhance their professional roles.

The course followed a similar online format to the previous modules on Strategy and Leadership, with participants engaging in three-hour daily sessions through Zoom that included a mix of lectures, interactive activities, discussions, guest lecture, and group work.

Guided by Course Director Kirstie Simpson, participants began by exploring the fundamental principles of communication and marketing within sport organisations. The first day’s session, titled “What is communication? What is marketing?”, enabled participants to differentiate between effective and ineffective communication. They identified key communication skills required in the digital age and discussed the importance of protecting physical and psychological health while communicating in diverse ways to promote social well-being and inclusion.

The second day’s session focused on marketing principles. Participants delved into the basics of marketing and learned how to apply these principles effectively within their sport organisations. They discussed the competences needed to implement these principles, the importance of protecting content, personal data, and privacy in digital environments, and the environmental impact of digital technologies.

On the final day, the focus shifted to “Communicating and Collaborating”. Participants learned to manage their own digital identity and reputation, as well as those of their organisations. They also explored how to initiate, sustain, and evaluate collaborative relationships with other organisations, a skill critical for fostering partnerships and enhancing organisational impact.

The module concluded with a guest presentation and Q&A with Maja Peković – Deputy Secretary General, Montenegrin Olympic Committee – who shared insights into the differences between sports and corporate organisations’ marketing, real-world communication and marketing challenges and successes to provide a rich, contextual backdrop for the theoretical knowledge gained.

As the S2ABC project progresses towards its Course Graduation Event in Podgorica, Montenegro, in September 2024, this final module marks a significant milestone in the quest to elevate the quality of sport administration across Europe. Participants are now well-equipped to apply their enhanced marketing and communication capabilities within their respective organisations, contributing to the overarching goal of the S2ABC project – building capacity of sport organisations.

Partnership

• European Observatoire of Sport and Employment (EOSE) – Coordinator
• Université Catholique de Louvain (UCL) – Belgium
• National Olympic Committee of North Macedonia (NOC Macedonia)
• Sport University of Tirana (SUT) – Albania
• National Olympic Committee of Albania (NOC Albania)
• University of Pristina – Faculty of Sport and Physical Education – Kosovo
• National Olympic Committee of Montenegro (NOC Montenegro)