In a series of core courses students examine a broad variety of subjects that will allow them to :

1) understand the forces that influence the fast-evolving multibillion dollar sports industry
2) develop concrete managerial skills and competencies, and
3) acquire sports-related skills necessary to take on various career opportunities in this industry.

Core courses focus on the theoretical and functional keystones of the sports industry, such as communication, operations, accounting and financial management, and the legal environment. As such, core courses include Fundamentals of Financial and Managerial Accounting, Multinational Firms in the Global Economy, Public Relations, Strategic Marketing, Organizational Management & Leadership, Project Management and Brand Management.

On successful completion of the core courses, master students will choose specialized courses to further develop key topics, aspects, or functions of the sports industry. This allows participants to relate certain theoretical aspects of the curriculum to real-world issues and better shape future career goals and directions. Specialized courses include Sports Marketing, International Financial Management, Sports International Governance and Organizations, Overview of the European Football Industry, Sport Project Management, Sports Olympism and Contemporary Issues, Principles of Sports Law, Wealth Management in the Sport Industry, Overview of the Motorsport Industry and Sports Events and Venue Management.

Some of the Core Courses offered in the MSc in Sport Business Management Program

Please note that this list is not exhaustive and subject to change

The objective of the course is to provide students with the tools necessary to understand the mechanisms of globalization and the challenges arising from economic and financial interdependence.

Students will learn the theoretical foundations of free trade and how domestic economies relate to each other.

They will become familiar with trade policy tools, the multilateral trading and financial system, and the rationale behind the expansion of foreign direct investment and multinational corporations.

They will be able to understand what drives exchange rates and what is the purpose of trade and exchange rate policies.

This course will provide the students with an insight into the Geopolitics of international sports based on the impacts of sports governance and the role of a sample of International Federations. Corporate social responsibility and the key players in international sports and EU government.

Sport in society, and the impacts and sustainability of hosting major sports events. The Olympics and its role historic and current on International sports development.

There are many different perspectives on brands and branding. To establish successful brands, managers need to understand the impact of these perspectives on brand building processes. This course will introduce you to the most widespread and some very recent ideas concerning the nature of a brand and their impact on branding.

The course will combine brand management knowledge with practical application, and develop a framework for understanding the essential ingredients of effective branding. The course covers topics such as brand positioning, architecture, extension, monitoring, image building and change, brand personality and identity, internal branding, and brands as social processes. We will discuss how to analyze, to design and to influence brands and branding processes.

A special session addresses the management of reputation, from both an online and offline perspective.

Sport marketing is a growing research area since the beginning of the 90’s. This course gives an overview of this topic and gives students the skills to understand the world of sport marketing with a practitioner point of view.

This course will present first a complete overview of what sport marketing is, and then will focus on the management of sport events which is a topic that many students are interested in.

Then, students will evaluate venue management issues from different theoretical perspectives, analyze trends in the sports industry, discuss the role of venue management within event management, ranging from individual events to mega events. Apply theoretical principles to organizational management of events. Students will be exposed to variety of venue typed sums various actual scenarios. The aim of this course is to introduce students to contemporary issues related to sports venue management and the sport industry. Students will be asked to study, interpret, criticize images, ideas, and practices linked to the culture of sport venue Management in contemporary times.

The main objective of this course is to present students with the strategic and operational decisions that the field of sports marketing (and sponsoring) requires.

This course is designed to provide students with systematic means to analyze sports marketing issues and develop strategies and operations using concepts and theories from general marketing and apply them to the specific sports business context. This is particularly complex at a time when the sports industry faces huge trans-formations through the media, technology and globalization. The course will look at the different actors of the industry, namely teams, players, leagues, federations, events, managers, sponsors, etc. Comparisons between North America and the rest of the world will be made throughout the course by referring to concrete examples and recent research.
This class intends to broaden students’ horizons. Throughout this course, students will develop analytical and practical skills in sports marketing decisions. Students will be exposed to both theory and practice. Students will also be asked to reflect on the ethical aspects of sports marketing and sports business.

The main objective of this course is to present students with communication strategies and decisions pertaining to the field of sports marketing. This course is designed to provide students with a vision of the important stakes that communication represents in sports business in a period of change of media and support.  This is particularly complex at a time when the sports industry faces huge transformations and where each stakeholder can communicate. This class intends to broaden students’ horizons. Students will be exposed to both theory and practice.

In the first part of the class, students will dive into the PR field in the French Sports industry with a special focus on big events (i.e. UEFA and FIFA WCs) as well as in professional football clubs and French sporting Federations.

In the second part of the class, a big focus will be given to the advent of social media in communication and the key role played by Big data for different sports organizations in their communications. In addition, the impact of new media (social) on communication and the value (monetization) will also be tackled.

A specific focus will be done on Esport, as a new business model!

Professional Immersion (Internship, Thesis or Applied Project)

The professional immersion module consists of a series of seminars, guest lectures, and field trips and culminates in an internship, a research thesis or applied project.

More specifically, during the academic year, students will have the opportunity to examine, discuss, or be exposed to contemporary issues and topics through seminars, guest lectures and conferences, firm and educational visits and supervised field projects. These issues and topics will include in particular drug and doping prevention, violence and racism around sport events, sport tourism, action sports, and disabled sports. These events will allow students to engage in constructive dialogues with business practitioners, consultants, or industry experts.

At the end of the academic year, students will have the opportunity to engage in a six-month internship and get professionally immersed into local, non-governmental, governmental, or international private organizations.

This work experience can serve as a spring board for accessing attractive job opportunities. IUM and the INSEEC Group have separately developed extended networks that together represent invaluable resources for both personal development and career advancement. Alternatively, students may complete a research thesis (on a subject that matches the student’s career interests or one of the program partners) during which they work under the guidance of an academic advisor. An applied project allows a student to address a specific question, assignment, or project for which an organization needs specific answers.

A Word from a professional

Ms. Philippa Gamble, Client Manager at Octagon UK, a global sports, entertainment, lifestyle marketing and talent representation agency (of the Interpublic Group) indicates that she looks after recruits or interns who have a natural enthusiasm for sport, have a good general up to date knowledge of a variety of sports and who can demonstrate that they have a good initiative and are confident speakers.

Ms. Gamble was confident about the skills exhibited by IUM students, especially Ms. Mader (MSc in Sport Business Management alumna) who did a Summer internship at Octagon’s London offices.

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