Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Developing Competency Based Integrated Curriculum for Fostering Sports Marketer in Sports Industry

스포츠마케터 인재양성을 위한 역량기반 융합형 교육과정 개발

  • Kim, Jin-Se (Seoul Olympic Sports Promotion Foundation Korea Institute of Sport Science) ;
  • Ahn, Jai-Han (Seoul Olympic Sports Promotion Foundation Korea Institute of Sport Science) ;
  • Kim, Mi-Suk (Seoul Olympic Sports Promotion Foundation Korea Institute of Sport Science)
  • 김진세 (국민체육진흥공단 한국스포츠개발원) ;
  • 안재한 (국민체육진흥공단 한국스포츠개발원) ;
  • 김미숙 (국민체육진흥공단 한국스포츠개발원)
  • Received : 2018.04.17
  • Accepted : 2018.06.20
  • Published : 2018.06.28
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Abstract

The purpose of this study is to develop a competency-based convergence curriculum for the development of sports marketers, sports talent in the sports industry. For this purpose, we conducted literature analysis, in-depth interviews and job analysis to derive necessary capabilities to become sports marketers, draw up a capability profile, and then developed a capability model through expert verification. Sports marketers ' capacity models were divided into sport marketing / PR and sports events by type of experience, with six common basic competencies including sports mind and 12 professional competencies including sponsorships. Sports marketers education courses developed based on capacity models are composed of understanding of sports industry, sports marketing communication, sports law, understanding of sports facility, sports facilities management, sports sponsorship, sports media, sports licensing, sports agent, sports event planning, sports event management, make a proposal, sports event field practice. The developed training courses for sports marketers will be used in colleges and private education institutions related to the sports industry, contributing to fostering and expanding sports industry talent.

이 연구는 스포츠산업 분야 인재인 스포츠마케터 양성을 위한 역량기반 융합형 교육과정을 개발하는데 있다. 이를 위해 문헌조사, 심층인터뷰 및 직무분석을 실시하여 스포츠마케터가 되기 위한 필요 역량을 도출하고 역량 프로파일을 작성한 다음 전문가 검증을 거쳐 역량모델을 개발하였다. 스포츠마케터 역량모델은 경력유형별로 스포츠마케팅/PR과 스포츠이벤트로 구분하였으며 공통기본역량은 스포츠마인드 등 6개, 전문역량은 스포츠스폰서십 등 12개로 나타났다. 역량모델을 기반으로 개발된 스포츠마케터 교육과정은 스포츠산업의 이해, 스포츠마케팅커뮤니케이션, 스포츠관련 법률, 스포츠시설의 이해, 스포츠시설의 경영, 스포츠스폰서십, 스포츠미디어, 스포츠라이선싱, 스포츠에이전트, 이벤트 기획, 이벤트 운영, 제안서 작성법, 스포츠이벤트 현장실습으로 구성되었다. 개발된 스포츠마케터 양성 교육과정은 스포츠산업 관련 대학, 민간교육 기관에 활용되어 스포츠산업 인재 양성 및 보급에 기여할 것이다.

Keywords

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