Sport Business Analytics
Overview
This unit introduces students to data analytics (finding meaningful patterns in data sets) and its use in a range of sport business contexts. Students will gain experience in how to source and appraise data captured in various sport settings and learn foundation analytics and statistical techniques to help support and facilitate decision-making. Students will gain hands-on experience in problem conceptualisation, analysis and communicating evidence from sport business data settings including match day performance, stadium and event operations and attendance, finance and pricing, media consumption, sponsorship, and participant, customer and member experience. A focus on understanding and building capacity and capability for progressing data-focused sport organisations is included in the unit.
Requisites
100 credit points
09-February-2025
02-November-2025
08-February-2026
Learning outcomes
Students who successfully complete this unit will be able to:
- Apply coherent knowledge of sport analytics methods and concepts in diverse contexts and applications
- Apply problem solving, design and decision-making methodologies to identify and provide innovative solutions to sport business problems.
- Analyse and interpret data using a variety of techniques to provide clear and meaningful outputs for decision making in an sporting context.
- Communicate proficiently in professional practice to a variety of audiences
- Function as an effective member or leader of a team
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Class | 2.00 | 12 weeks | 24 |
| Online Lecture | 1.00 | 12 weeks | 12 |
| Unspecified Activities Independent Learning | 9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Swinburne Online
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Online Directed Online Learning and Independent Learning | 12.50 | 12 weeks | 150 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assignment 1 | Group | 30 - 40% | 1,2,4,5 |
| Assignment 2 | Individual | 30 - 40% | 1,2,3 |
| Case Study Report | Individual | 20 - 40% | 1,2,3 |
Content
- What is Analytics? Foundations and Building Blocks of Analytical Organisations
- Complex Data and the "Data Age" of Sport Business
- Data Sources, Management and Infrastructure
- Problems and Questions in the Sport Business Setting
- Statistics, Simulation and Modelling
- Geospatial and Temporal Data Analysis
- Knowledge Discovery in Databases and Data Mining
- Communication and Visualisation of Data
- Sports Analytics Applications I: Events, Operations and Consumer Experience
- Sports Analytics Applications II: Marketing, Sponsorship and Media
- Sport Analytics Applications III: Finance, Pricing, Organisational and HR
- Towards Data and Analytics Focused Sport Organisations
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.