Program Objectives

This degree programme strongly and strictly adopts state-of-the-art and world-class methodologies to provide the curriculum that caters for the global needs of those professionals while emphasizing relevance to the priorities and considerations of national and international sports events and institutions. The degree programme aims to explicitly address the following prevalent patterns, trends and concerns in sports management industry:

Globalization of sports markets and the emergence of global sports products and services in response to the needs of global sports customers while taking into account demographic, social, competitive cross-national and regional differences;
Deregulation of sports industry through removing entry barriers to sports events and also liberating trading rules for competition within each sports line of business. This has led to intensifying competition and the growing importance of creating and building incontestable competitive edges when managing sports events and institutions;
Drastic changes in stakeholders of sports events and institutions in terms of their profiles, expectations, needs, buying behaviour, and perceived values of sports products and services;
Accelerated scientific know-how and technological progress in sports management and its IT applications and the growing reliance on digital communications to advance the frontiers of sports management science and practice.

This proposed sports management degree is oriented to equip sports management specialists and professionals with necessary knowledge, skills and attitudes that are essential for effective and efficient management of sports events and institutions through adapting to the environmental contexts in which they operate. This degree programme should prove to be relevant and useful for sports professionals involved in management of sports events and institutions at sports federations, clubs, regulators, sports governing bodies, NGO’s, media organizations.