Supercharging Sports Management: Jio Institute’s NTU Experience Unveiled
Jio Institute's commitment to fostering global perspectives and preparing students for leadership roles in Sports Management came to fruition with its transformative study abroad module at Nanyang Technological University (NTU) in Singapore.
Academic Endeavors
In these two weeks, students attended two immersive courses on Future Customer Experiences and Consumer Neuroscience and Neuromarketing. Mr. Jonathan Briggs and Prof Gemma Calvert guided the classes, combining theory with practical examples. These sessions covered a diverse range of topics essential to sports management, providing students with foundational knowledge crucial for their future roles in the industry.
In the course of Future Customer Experiences, conducted by Mr. Jonathan Briggs, the curriculum covered a wide range of topics such as website design, consumer empowerment, attraction strategies, menu engineering, persuasive technology, and impulse buying. Mr. Briggs emphasized designing seamless online and offline experiences, building immersive worlds, involving customers in co-creation, and embracing emerging technologies like AI, AR, VR, 3D Printing, etc. for a richer and sustainable future. The students also presented innovative visions for customer experiences in 2030 across various industries.
Consumer Neuroscience and Neuromarketing took students on a fascinating journey into the human psyche. Prof Gemma Calvert, leading expert in the field, unraveled the mysteries of neuroscientific insights that underpin consumer decision-making. The curriculum covered Persuasive and Intuitive Marketing, the influence of brain science on consumer strategies, how to grab consumer’s attention, and the art of creating emotionally resonant marketing campaigns.
The Sports Management students also explored neuro-marketing, sports technology, entrepreneurship, and innovation at NTU Singapore. They delved into the application of neuro insights, fMRI's role in brand switching, V.J Ramachandran's neuro-aesthetics principles, and the Halo effect of market leaders. The day also featured learning about athlete endorsements, brand personality using Nike's case, and when sponsors should terminate athlete contracts.
Jio Institute's Sports Management students participated in the 12th Lau Teng Chuan Physical Education and Sports Science Symposium at National Institute of Education (NIE) Singapore. The event featured keynote speech from Mr. Alan Goh, CEO of Sport Singapore, and Professor Andrea Maier, discussing topics such as sports' impact on health, longevity, and Singapore's aspiration to become a Blue Zone. 3 students introduced their capstone project during the event. The symposium provided opportunities for networking with other universities in the region.
Industry Visits
To bridge the gap between theory and practice, students embarked on industry visits, gaining practical insights into the operational aspects of sports organizations. These visits were instrumental in understanding how theoretical knowledge translates into real-world applications. The tours to prominent sports entities in Singapore exposed students to the intricacies of sports business, event management, and marketing strategies.
Visits included Singapore Sports Hub, that included tour of the National Stadium, the Singapore Sports Museum and the fascinating Shimano Cycling World Museum within the Singapore Sports Hub, showcasing the evolution of bicycles.
Another stop was NCS Group, a leading tech company, where students learned about digital services, human-centered experience design, and NCS's commitment to creating seamless user experiences. The visit provided valuable insights into the intersection of technology, design, and user-centric philosophy that aligns with aspects like spectator experience in sports.
Cultural Immersion
Recognizing the importance of a holistic educational experience, the program incorporated a cultural immersion component. Beyond the classroom and industry visits, students visited the iconic Gardens by the Bay, which was a mesmerizing journey into nature and technology. From the enchanting "avatar" experience to the vibrant flower domes and the dazzling Super tree Grove light show at sunset, it showcased Singapore's commitment to sustainability and innovation, leaving an unforgettable impression on the students.
Apart from this, the campus tours Nanyang Technological University (NTU) and Singapore Management University (SMU) provided students with a unique opportunity to understand different academic perspectives and engage with the local academic community.
By integrating academic excellence, industry exposure, and cultural immersion, the programme has successfully equipped students with the skills and insights needed to navigate the dynamic and competitive field of sports management. The collaboration between Jio Institute and NTU Singapore in this Study Abroad Module reflects a commitment to nurturing well-rounded professionals ready to make a meaningful impact in the world of sports management. The experiences gained during this program will undoubtedly shape the future leaders of the sports industry emerging from Jio Institute.