Sports Management

Awarded By: GMU

Awarding Body

Guglielmo Marconi University

Course Duration

5 Months

Number of Modules

3 Modules

Delivery Mode


Diploma in Sports Management

Guglielmo Marconi University

A Diploma in Sports Management awarded by the Guglielmo Marconi University, Italy. The course to develop individuals as self-reflecting professionals able to meet the demands of employers in the sport sector and adapt to a constantly changing world. The qualifications aim to widen access to higher education and boost the career prospects of those who undertake them. The 3-month long course covers 3 essential modules which cover topics of: Sport Landscape, Sports Marketing, and Managing a sports program.

Aim of the Program

The course is designed in the manner to give individuals the opportunity to acquire relevant knowledge and hone skillsets using both theoretical and practical application. Diploma in Sports Management is for all sports enthusiasts, looking to get an edge over their competitors’, and to fine tune their skills in the region of sports business.

Quick Enquiry

By completing this form a personal advisor will call you to answer your questions and guide you through the application process.

About Guglielmo Marconi University, Italy

Università degli Studi Guglielmo Marconi internationally referred to as Guglielmo Marconi University, is the first Italian Open University recognized by the Italian Ministry of Education, University and Research (MIUR). It currently has 16.000 students enrolled across 6 Schools: Business, Law, Political Sciences, Applied Sciences &Technologies, Arts, Education Science.

GMU offers a wide range of lectures, workshops, and research ventures, exploring the use of technological advancements in education, providing interdisciplinary knowledge, skills and competences, with a particular focus on global perspectives, contemporary culture and Industry 4.0.

The University of Guglielmo Marconi appears among the 25 Top Performers worldwide in the categories of the U-Multirank ranking system.



Sport policy, politics and development is an ever-changing area of sport which is crucial in understanding the current sporting landscape. In recent years, sport has become an increasingly common feature of government policies due to the willingness to use sport and physical activity as vehicles to achieve a range of objectives. As a result, sport continues to grow in cultural, social and political significance and the many interesting and complex motives for this will be explored in this unit.

Learning outcomes

LO1: Identify key policy stages and priority shifts in sport development.
  • Identify key policy stages in sports development
  • Describe significant priority shifts that have occurred in sports development
  • Explain the impact of the key policy stages and priority shifts on elite and grassroots sports development
LO2: Examine the structure, partnerships and funding of current sport policy
  • Explain the structure of organizations and their aims within current sport policy
  • Explore the different partnerships and networks within sport policy
  • Analyze strengths and weaknesses of current sport policy, using evidence to support your analysis
LO3: Illustrate the significance of sport as a political, social and cultural tool
  • Explore sport as a political tool
  • Discuss sport as a social and cultural tool
  • Assess the effectiveness of sport being used as a political, social and cultural tool, using examples
LO4: Review mass participation and elite sport models, strategies and/or policies
  • Review current mass participation models, strategies or policies, stating strengths and
  • Examine current elite sport models, strategies or policies, stating strengths and weaknesses
  • Evaluate the success of the current mass participation and elite sport models, strategies and


Marketing is all around us. We are exposed to this world from a very young age and have encounters with many marketers from the beginning of each day. From waking up to an alarm on an iPad to tuning into Nickelodeon, from showering with Dove body wash to breakfasting on Kellogg’s cereal and Tropicana orange juice, the day, from start to finish, is a vehicle for marketers to engage their audience. Their key objective is to create a strong relationship between organizations and their current and potential customers.

The aim of this unit is to give students opportunities to develop an understanding of the key concepts and terminology used in marketing, as well as to provide the practical skills required in order to create a marketing campaign for a sports organization. It will provide knowledge and understanding of the role and function of marketing within sports organizations, exploring the core concepts surrounding the marketing mix, along with developing an understanding of how to apply these within the context of a sports organization.

Learning outcomes

LO1: Explore the role of marketing within a sports organization
  • Discuss the role of marketing in achieving customer satisfaction within a sports organization
  • Explore the advantages and disadvantages of sports organizations adopting the marketing or societal-
    marketing concept on their success
  • Analyze how sports organizations use the core elements of marketing and the marketing mix in order
    to meet customer needs, wants and demands
LO2: Investigate the core principles of the marketing mix
  • Identify the core elements (the 7Ps) of the marketing mix
  • Apply the principles of the marketing mix to a sports organization
LO3: Explain the role of digital marketing within the sports industry
  • Identify the key characteristics of digital marketing within the sports industry
  • Explain the main content-based digital communication tools used in the sports industry
  • Evaluate the impact that digital marketing and social media have had on organizations, employees and
    customers within the sports industry
LO4: Create a marketing communications campaign for a sports organization.
  • Develop an appropriate marketing communication mix for a campaign within a sports organization
  • Explore the advantages and disadvantages in relation to the communication tools and medium(s)
    selected for the marketing communication campaign within a sports organization
  • Evaluate the impact (significance) that an effective marketing communication plan could have on the success of the sports organization


The development of sport (creating pathways for participation and talent/elite development) and development through sport (using sport as a tool to achieve social outcomes) are now fundamental aspects of the organization and governance of sport around the world. Consequently, students wanting to work in sport need to understand what sport development programs are and how they can be managed, implemented and evaluated effectively.

Sports development programs can be complex and have miscellaneous objectives. This unit, therefore, begins with assessing the different objectives, partnerships and funding of sports development
programs. These often vary depending on the scope of the programs, and the organizations involved. Sport development programs can diverge from elite sport to youth and community sport, local disability sport to international development programs and, therefore, each program has unique objectives, partnerships and funding sources. The second outcome considers the contemporary issues and barriers often experienced when managing a sports program, and possible solutions to overcome these.

Learning outcomes

LO1: Assess the objectives, partnerships and funding of sports development programs
  • Examine objectives and partnerships within sports development programs
  • Assess funding strategies and opportunities within sports development programs
  • Evaluate the objectives, partnerships and funding within two current sports development programs
LO3: Conduct a community sports development program
  • Plan & Develop a sports development program
  • Justify the plan for the sports development program
  • Stage and manage the sports development program
LO2: Analyze contemporary issues and barriers for sports development programs
  • Explore contemporary issues for sports development programs
  • Investigate programming issues for sports development programs
  • Critically analyze the impact of programming issues and contemporary issues on current sports development programs
LO4: Review the community sports development program
  • Critically evaluate the strengths and limitations of the sports development program
  • Justify future recommendations for the sports development program

Career Progression

Career opportunities in the sports industry are not limited to those with the athletic prowess; there is a wide range of positions in the field for non-athletes too. The Global sports industry today is is growing at a rapid pace, faster than any country’s GDP. An unexplored multi – million-dollar industry, houses career opportunities like no other. Multiple functional roles would be the requirement for most sporting organizations across the various sports:

  • Sports Marketing
  • Sport Analyst
  • Sports Sponsorship Advisor / Manager
  • Sports Media and Communication (Press and Media)
  • Sports Facility Management
  • Sport Event and Operations Management
  • Sport Consultant & Many more
  • Sport Finance

There is a pressing demand of individuals with a focused skill set, mainly due to the globalization in the industry. Keeping in mind the economic and commercial factors, changing distribution platforms in the delivery of a particular sport itself and the products supporting the game. Sport has now become a discipline of great interest to aspiring professionals for career advancements, but also to enthusiasts.

We at Westford University College are heading toward offering the best in sports education, with competency-based programs from reputable accredited universities, providing a progressive learning environment, for students to be able to breakthrough stereotypes and do the extraordinary.

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