case study 1

Learning Goal: I’m working on a writing case study and need an explanation and answer to help me learn.

Each case will pose questions related to the readings and other adopted materials used during the semester. Students should respond to the questions with a minimum of 500 words. The case study is designed to get you thinking specifically about the real-world implications of the concepts we covered in class.

Case Study #1-Reflection Paper: The Role of Sport Communication in Professional Sport

Introduction

Throughout the first six weeks of semester, we delved into the conceptual foundation of sport communication and how it is applied and practiced in the wider context of sport management. While the first three chapters of the textbook provided foundation of understanding sport management as an academic discipline and a sector within the larger sport industry through the holistic approach, the following chapters presented how communication is practiced in various sport-related surroundings.

As we have seen, the act of communication is pivotal, both in interpersonal and organizational contexts (chapters 5 and 6), and practicing it requires qualities that may overlap (e.g., leadership, adaptability) with other concepts, all of which we need to understand.

The history behind the rise of Manchester United and the contribution of Sir Alex Ferguson are remarkable, showing countless examples of utilizing sport communication in various settings. Relate the information from your reading and viewing to the materials we discussed in class (e.g., interpersonal communication, organizational communication, influence of culture and so on). Instead of just focusing on the flow of the materials, aim to identify relevant information to sport communication. You may wish to take notes as you relate and organize the information with the case study questions.

Required Readings

1. Elberse (2013): Ferguson’s Formula
2. BBC Documentary (2014): Sir Alex Ferguson—Secrets of Success (59:52)
3. FourFourTwo Documentary (2017): The Untold Stories (14:54)

Questions for Readings

1. How would you depict Ferguson’s approach to managing his team? What, in your view, are the key elements of Ferguson’s interpersonal communication process with the players? Describe his usage of various forms of verbal and nonverbal communication.
2. Observe Manchester United from the organizational level. How would you compare its culture before and after the appointment of Alex Ferguson? How would you describe some of the significant cultural factors, functions, and forms of Manchester United during his reign?
3. Define and describe the forms of communication within Manchester United. Also identify the leadership style of Alex Ferguson and support your claims.
4. Is this story relevant to traditional organizational settings? Do you believe the lessons learned from this case can be applied to other contexts (e.g. business)? Build your answers by identifying the unique elements of professional sports and discuss the elements of communication style and leadership that you see as more or less relevant to other contexts.