COURSE CURRICULUM

The Master in Sports Management at ISM offers a comprehensive and future-oriented curriculum tailored to the evolving needs of the global sports industry. In the first semester, students build essential leadership competencies through courses in corporate governance, executive communication, and cross-cultural leadership. The program then delves into the strategic and innovative aspects of the sports business, with modules on business models, value creation, platform strategies, and innovation management tailored specifically to the sports sector. Strategic sports marketing is another key focus area, covering sales management, brand building, and sponsorship and media strategies. Research and evaluation skills are strengthened through courses in sports brand evaluation, project management, and applied research methods. A strong emphasis is placed on sustainability in sports, including sustainable organizational practices, event planning, and innovation through design thinking. The second semester explores digital transformation in sports, with courses on eSports, digital products, and broader digital innovation. Students also study integrative sports management by examining stakeholder engagement, emerging markets, and facility development. The growing fields of nature, tourism, and health are addressed through specialized courses on outdoor sports, wellness, and the intersection of sport and travel. A hands-on consulting or market research project offers students the chance to apply their knowledge to real-world industry challenges. An integrated internship phase further enhances their practical experience and career readiness. The third semester is dedicated to a semester abroad at one of ISM’s partner universities, where students can customize their learning through electives and gain international exposure. This global perspective is key for students aiming to lead in the increasingly interconnected sports business landscape. Overall, the program balances theoretical depth with industry relevance, preparing graduates for strategic, marketing, and operational roles across professional sports, consulting, tourism, media, and health-related sectors.