General information

Subject type: Mandatory

Coordinator: Lluís Albesa Albiol

Trimester: Second term

Credits: 6

Teaching staff: 

Oscar Duran Gutierrez

Teaching languages

  • Catalan
  • Spanish


Basic skills
  • Develop those learning skills necessary to undertake further studies with a high degree of autonomy 

Specific skills
  • Perform physical activity and sports programs

  • Carry out programs for sports organizations and entities in the field of Leisure, Tourism, Leisure, and Sports Entertainment

  • Manage sports facilities

General competencies
  • Produce written and audiovisual texts related to the Sciences of Physical Activity and Sport

  • Apply fundamental rights and equal opportunities for men and women, the principles of equal opportunities and universal accessibility for people with disabilities, solidarity, environmental protection and the values ​​of a culture of peace and democratic values

Transversal competences
  • Understand the scientific literature in the field of physical activity and sport in English and other languages ​​with a significant presence in the scientific field

  • Apply knowledge to their work, in a professional way, with the elaboration and defense of arguments and problem solving in the area of ​​Physical Activity and Sport



This subject is structured in two very distinct but closely related areas. Firstly, the direction and management of sport, which will introduce the student to the world of sports organizations and facilities in its broadest sense, as well as the discovery of essential aspects related to the sports industry and the role of sports manager. From a theoretical and practical perspective, key topics of organization and business strategy, human resource management and marketing will be addressed without forgetting a basic technical training with which the student will be able to face their first professional contact in the 'area of ​​sports management.

On the other hand, in the area of ​​sports legislation, the international and, especially, national structure of sport is addressed. In this sense, the main international and national bodies, their organization and competencies are studied. The role of sports clubs and associations and the ways of resolving sports conflicts will also be explained. These contents are essential for the student to have an overview of how sport is regulated and how the legal and private regulations are applied. In this way, the student will be able to know in more detail and in an interdisciplinary way many of the problems and conflicts that appear later in the media (from doping to violence, through the manipulation of parties).

The two areas will be touched in an integrated way, addressing the aspects of legislation applicable to each of the management issues, thus favoring the contextualization of the applicable regulations in each case.

This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured.


  1. Type of organizations in the sector.
    1. Depending on the ownership and mission of the activity.
    2. Stakeholders.
  2. Legislation and institutional organization.
    1. Structure and organization of the state.
    2. Legislation and legal system.
  3. Planning and creation of companies.
    1. Concept and phases of planning.
    2. Definition of business objectives.
    3. Mission, vision, values ​​and positioning.
    4. Creation of companies (legal, fiscal, commercial aspects, etc.).
  4. clients.
    1. Customer and consumer needs.
    2. Product purchase process.
  5. Product policy.
    1. Definition and types of products and services.
    2. Attributes of appreciation.
  6. Pricing policy.
    1. Definition of price and value.
    2. Factors and criteria for setting the price.
    3. Price modalities.
  7. Promotion, marketing and communication policy.
    1. Definition of related concepts.
    2. Brand and corporate identity.
    3. Media
    4. Communication techniques.
    5. Sports sponsorship
    6. Online communication.
    7. Communication plan
  8. Human resources.
    1. Skills of workers.
    2. Organization chart.
    3. Job description.
    4. Introduction to labor regulations, recruitment and remuneration policy.
  9. Material resources.
    1. Characteristics of sports infrastructures and buildings.
    2. Maintenance of sports facilities.
  10. Economic resources.
    1. Introduction to the accounting statements of sports organizations.
      • Income statement, balance sheet, treasury.
      • General accounting plan.
  11. quality
    1. Definition of concepts.
    2. Evaluation of customer satisfaction.
  12. Technology.
    1. Introduction to the main technological tools.
  13. sales
    1. Definition of the sales concept and process.
    2. Customer acquisition.
    3. Customer loyalty.

Evaluation system

Qualification system (Real decreto 1125/2003, of 5 September) which establishes the European system of credits and the qualification system for university degrees of an official nature and valid throughout the state territory:

0 - 4,9: Suspended

5,0 - 6,9: Approved

7,0 - 8,9: Notable

9,0 - 10: Excellent

The evaluation criteria and the corresponding weighting are described below.




 Individual final exam



 Group activities / work



 Individual activities / work







 Final make-up exam



 Group activities / work



 Individual activities / work




The term exam accounts for 40% of the grade. The theoretical exam will have two parts:

  • A part with test-type questions with four possible answers of which only one answer is valid. The assessment method will be as follows: 1 point if the answer is correct, -0,25 if it is incorrect and 0 if the question is not answered. 
  • A part of short and / or practical questions.
  • The minimum mark of the exam, to be considered suitable and to average the individual and group activities / works is 5 points.

The remaining 60% will be formed from of individual and group activities / works which will be explained in the course of the sessions.

  • To be evaluated, each student must present 100% of the activities / works, both individual and group. Otherwise, it will be considered not presented with the consequent loss of the right to make the recovery.
  • A minimum grade of 4 out of 10 in each individual and group activity / work must be obtained in order to be entitled to an average mark with the exam.
  • Attendance and participation in class, public defense, explanation to classmates of doubts and questions posed and resolution of proposed difficulties will be valued.

According to current regulations, you can only opt for recovery if the subject has been suspended. If the qualification is Not presented, you will not be able to opt for recovery.

The total or partial copy in any of the learning activities will mean a "Not Presented" in the subject, without option to present in the proof of recovery and without prejudice of the opening of a file for this reason.




(Palomar Olmeda, A. dir.), Sports Law, Aranzadi-Thomson Reuters, Navarra, 2013

(Palomar Olmeda, A. dir.), Terol Gómez, R. Sport in jurisprudence, Aranzadi-Thomson Reuters, Navarra, 2013

Campos, A, Direction of Human Resources in the organizations of the physical activity and of sport, Synthesis, Madrid, 2010

Porret, M, People Management, ESIC, Barcelona, ​​2014


Font, A. - Pérez Triviño, JL, El derecho para no juristas, editorial Deusto, Barcelona, ​​2009

Acosta, JM, Dirigir, ESIC, Barcelona, ​​2014

Nardi, M. - Gambau, V. - Ferrand, AC Marketing en el Fitness, Paidotribo, Barcelona, ​​2012

Puchol, L., The book of managerial skills, Diaz de Santos, Barcelona, ​​2010

Rosner S., Shropshire K., The Business of Sports, Jones & Bartlett Learning, Burlington, 2010

Schwarz E.- Hunter, J. - Lafleur A. Advanced theory and practice in Sport Marketing, Roudledge, New York, 2013