Our team of specialists break down sport management and provide you with the knowledge and skills to pursue a career within the industry.

The course is split into three sections for you to work through at your own pace: ‘Economic drivers of change’, ‘Governance’ and ‘Revenue streams’.

You’ll come away with an understanding of the evolution of professional sport, the different ownership models, and marketing strategies used to generate revenue.

The business of sport presents the case of a flourishing industry with significant potential to develop brands and assets that can help generate sustainable commercial futures for organisations

Adam Karg

Professional sport management is a complex, constantly evolving industry. Within this course, we cover the fundamentals of the business of sport and provide you with the knowledge and skills to pursue a career within the industry.

Our experts offer specialist insight and examine the key areas of marketing strategies and governance models, while using real-world examples from sports teams such as the Pittsburgh Steelers and Manchester United to reinforce this insight.

What you will learn

The course is split into three sections:

  1. Economic drivers of change
  2. Governance
  3. Revenue streams

Within each section, you’ll examine the fundamentals and test your knowledge to ensure you’re taking away the necessary information and are on the right path to a career in sport management.

Our team of experts will provide you with examples of how clubs and sporting organisations around the world are managed and ultimately generate revenue. For example, within ‘Governance’, Dr David Shilbury will talk to you about the ownership model of English Premier League football club Manchester United and the variations of their respective model.

Meet your course experts

Dr David Shilbury is Professor in the Department of Management in Deakin Business School and the Foundation Chair in Sport Management. David was appointed as Australia’s first professor of sport management in 2000, and in 2017, was appointed as the inaugural Director of the Deakin Sport Network.

Dr Pamm Phillips is a Professor in the Faculty of Business and Law at BL Deakin Business School, Deakin University, Melbourne, Australia. Pamm is also a member of the Sports Management Association of Australia and New Zealand, and her research interests lie in sport development and volunteers.

Dr Adam Karg is a Senior Lecturer in the Sport Management Program at Deakin University and Course Director of the Undergraduate Sport Management Program. He teaches undergraduate and postgraduate courses in sport marketing, strategic management, sport promotions and public relations, sport broadcasting and sport organisation.