Week 1 - Theoretical & Practice
Theoretical: Fundamental principles of corporate communication and training management in sports clubs (operational aspects of warm-up and loading processes). Practical: Examination of campus sports facilities; on-site evaluation of facilities in terms of both athlete health and the placement of sponsor logos (visibility analysis).
Week 2 - Theoretical & Practice
Theoretical: League/elimination models in tournaments and their integration into the PR announcement calendar (Gantt Chart). Practical: Formation of project groups, determining the concept for a team sports tournament to be held on campus, and designing registration/PR application forms for participating teams.
Week 3 - Theoretical & Practice
Theoretical: Material sponsorships (jerseys, training vests, etc.) and commercial rights in the sports industry. Practical: Budgeting for training equipment needed for the tournament; computer-generated sponsorship presentation files for training vests and jerseys featuring sports brands' logos.
Week 4 - Theoretical & Practice
Theoretical: Organizing "Open Training" (training open to the media and fans) in sports clubs, accreditation, and press kit preparation rules. Practical: Designing an open training scenario in the classroom or on the field; writing a sample press release and media invitation for reporters who will be covering the training.
Week 5 - Theoretical & Practice
Theoretical: Basic training models in football (passing stations, small-sided games) and team sheet rules. Application: Practical on artificial turf: Conducting football passing coordination drills with teams; simultaneously coordinating the visibility of the sponsor brand (on-field advertising placement) in the placement of cones and bowls in the training course and the management of the tactical board.
Week 6 - Theoretical & Practice
Theoretical: Basic basketball drills (shooting, layups), pre-game team introductions, and table refereeing rules. Practical: Practical training in the gym: Managing pre-game warm-up drills; simultaneously coordinating table refereeing (scoreboard), player announcements, and testing sponsored halftime competition content on the court.
Week 7 - Theoretical & Practice
Theoretical: Volleyball serve-receive training models, rotation rules, and VIP/Protocol hospitality protocols. Application: Practical on the volleyball court: Coordinating the teams' pre-match serve and spike warm-up protocols; simultaneously placing protocol seating arrangements in the stands and spectator direction signs on the court.
Week 8 - Intermediate Exam
Theoretical: Midterm Exam. Practical: Simulation of a public tournament launch and draw ceremony in the gymnasium; groups presenting their projects to the jury with a "Club Management" vision.
Week 9 - Theoretical & Practice
Theoretical: Circuit training models in individual sports (athletics, badminton, etc.) and digital sports marketing. Practical: Setting up speed and agility-focused individual skill courses in an open field; designing real-time digital content (stories/posts) for sharing the performance data of athletes who complete the course on social media; laboratory work.
Week 10 - Theoretical & Practice
Theoretical: The processes of introducing new transfers to the press and fans in sports clubs, background design, and PR for signing ceremonies. Practical: Role-playing a signing ceremony for a fictional star athlete in the press room or on the field; writing launch texts and managing athlete-journalist Q&A sessions.
Week 11 - Theoretical & Practice
Theoretical: Serious injuries in competitions, doping cases, fan incidents, and rules of crisis communication in sports. Practical: Real-time crisis simulation on the field: Generating a live club spokesperson statement and crisis press release to protect corporate reputation against scenarios such as "ambulance delayed during the match" or "players fighting on the field."
Week 12 - Theoretical & Practice
Theoretical: Applications of entertainment (sportainment) in sporting events, spectator loyalty, and ticketing strategies. Practical: Directly setting up and managing public relations-focused mini-sports activities on the field, such as a "sponsor brand's prize-winning shooting competition" during halftime of a football match or a "fan three-point contest" in basketball.
Week 13 - Theoretical & Practice
Theoretical: Trophy ceremony, medal presentation, and official protocol rules at a live sporting event. Practical: Directly conducting the final matches of a planned multi-sport tournament on the field; managing pre-match sponsored warm-up drills, managing the competition, organizing press accreditation, and the trophy ceremony.
Week 14 - Theoretical & Practice
Theoretical: Media clipping in sports organizations, reach analysis, and ROI (Return on Investment) reporting in sports. Practical Application: Compiling statistics on top scorers of the tournament, gathering news coverage, analyzing social media engagement, and preparing a "Final Event and PR Results Report" to be presented to sponsor brands.
