STRATEGIC ALIGNMENT OF SPORT MANAGEMENT EDUCATION WITH LABOR MARKET DEMANDS: INSIGHTS FROM FOCUS GROUP RESEARCH
Abstract: This study addresses the critical misalignment between academic preparation and the evolving demands of the sports management labor market. While the industry undergoes rapid professionalization and technological disruption, a significant “skills gap” persists between graduate competencies and employer expectations. The primary objective of this research is to identify and analyze the determinants of professional readiness through the lived experiences and retrospective perceptions of the graduates themselves. Utilizing a qualitative research strategy, data was collected through two focus group discussions involving twelve sports management graduates. The findings indicate that while university programs provide a robust theoretical foundation and a broad disciplinary overview, graduates frequently encounter significant hurdles when transitioning into professional practice. The most prominent deficiencies identified include a lack of preparation for Human Resource processes, specifically regarding self-presentation and recruitment navigation, limited proficiency in advanced digital and technological tools, and a pressing need for rigorous training in business negotiation and formal communication. The research concludes that to bridge this gap, academic institutions must innovate their curricula toward greater practical relevance. Essential steps include the integration of project-based learning centered on real-world industry mandates, the expansion of structured and longitudinal internships, and the introduction of modern coursework reflecting current digital trends. Ultimately, only a strategic partnership between academia and the professional sphere can ensure that graduates transition from being theoretically proficient experts to confident, practice-ready managers capable of navigating the complex challenges of the 21st-century sports industry.
Keywords: Sport Management, Labor Market, Focus Group, Higher education, Career preparedness