COURSE CURRICULUM

The MSc program is structured across two semesters to provide a comprehensive understanding of the sports industry from both operational and strategic perspectives. In the first semester, students focus on the commercial foundations of sport organisations, studying business strategies, sponsorship management, and communication planning for sporting events. They also explore sport media consulting, event and cultural marketing, and participate in international sport business projects supported by business intelligence, while gaining insights into career development and the legal frameworks governing sport competitions and stakeholders. In the second semester, the program shifts toward advanced strategic and managerial skills, covering areas such as strategic management, sales, and digital marketing in sports organisations, as well as brand management and fan experience, particularly within stadium environments. Students also examine corporate social responsibility and destination marketing, highlighting the broader impact of sport, alongside the economics and finance of professional team sports to strengthen their business understanding. Additional topics include celebrity and talent marketing and the contractual organisation of sport events. Overall, the program equips students with a balanced mix of commercial, legal, marketing, and management skills essential for building successful careers in the global sports industry.