Mba - specializing in sports marketing


Program Description


This MBA in Sports Marketing allows you to acquire skills to: know the functioning of integral sports marketing, a sporting event and that of a sports organization; Evaluating a commercial strategy, analyzing the marketing plan on which the strategy is based, deciding which marketing channels are most appropriate, thus guaranteeing the desired results for the company; To assimilate the necessary knowledge for the direction and management of the different disciplines that allow the correct functioning of a company, dominating the fundamental subjects for the creation and management of a company.

Software licenses included:

IMF Business School, in partnership and collaboration with SAGE, a leading enterprise management software company, offers students, at no cost, educational licenses for the following programs:

  • Sage Nominaplus
  • Sage Contaplus
  • Sage Facturaplus

Access Requirements

Bachelor's or equivalent professional experience


People who wish to obtain a complete training in the areas of management, organization and administration of the world of sport, specializing both in the management of sporting events, sports entities and professional careers of elite sportsmen.


Module I

Organizational Structure and Strategic Direction in the Company

  1. Fundamentals of strategic direction
  2. Competitive analysis
  3. Fundamentals of strategy formulation
  4. Implementation of strategies
  5. Strategy and business change
  6. Types of society

Module II

Economic Involvement

  1. Fundamentals of economics and business
  2. Company and financial statements
  3. Fundamentals of financial accounting

Module III

Financial management

  1. The role of financial management
  2. Management Accounting
  3. Investment analysis
  4. Means of financing

Module IV

Marketing and Commercial Management

  1. Marketing concepts and policies
  2. Market Research
  3. Sales forecast
  4. Business action plan
  5. Review of the marketing world
  6. Designing a digital media plan
  7. Digital Marketing Competency Analysis
  8. Campaign design placements

Module V

The Human Factor in the Organization

  1. Organization and management of change
  2. Strategic Planning
  3. Compensation policy and compensation systems
  4. Control panel and people management
  5. Knowledge management taking into account interculturality
  6. Management of individual and group behavior

Module VI

Personal and Policy Skills

  1. Approach to policy skills
  2. Practice of policy skills
  3. Leadership. Personal Skills and Key Policy
  4. The leader in the organization
  5. Emotional intelligence applied to the development of managerial skills
  6. Internal and external communication

Module VII

Integral Sports Marketing

  1. Society, market and sports involvement. Impact of sport. Relationship between sport and economy
  2. Agents and scenarios in the sports sector
  3. Sectorial marketing of sport and entertainment: strategic and tactical
  4. Research and analysis of the sports sector market
  5. CSR and the sports sector
  6. Sports sponsorship: formats and agents
  7. Sports sponsorship: supports, channels and activation
  8. Return on sports marketing

Module VIII

Events, Entities and Sportsmen

  1. Sports events: scenarios and typologies
  2. Organizational aspects and management of sporting events
  3. Implementation of sporting events and commercial exploitation
  4. Mass Media and sports: audiences and audiovisual event rights
  5. Marketing of sporting events: products, services and exploration
  6. Sports management: representation and agents
  7. Licenses and rights of image and exploitation
  8. The sport as a product: personal sports brand, Branding sportsmen

Module IX

Communication Management in Sports Involvement

  1. Corporate or institutional communication in sport
  2. Digital communication in sports involvement: market and scenarios, business models and digital applications in sport
  3. Management of Social Media in sports involvement: networks
  4. Social Media management in sports involvement: content strategy
  5. Crisis communication management on and offline
  6. Digital applications in the sports sector

Module X

Master's Final Work


English course

Basic, Pre-intermediate, Intermediate or Advanced
The student can choose one of the four levels


The MBA - Specialization in Sports Marketing offers a totally flexible methodology adapted to your needs, regardless of geographical location or availability of time.

E-Learning Methodology: All content will be available on the campus virtual campus 24 hours a day, 7 days a week, without any mandatory schedule so it becomes extremely flexible. In this way, it is easy to reconcile an active professional life with an excellent academic formation.

All contents are updated with great technical rigor, are easy to understand and have a clear practical vocation.

The IMF Business School offers its students:

  • Personal tutorials (chat, phone, email)
  • Webinars
  • Discussion and discussion groups through forums and chats
  • Self evaluation tests
  • Case studies and documentation
  • Possibility of live lessons
  • Virtual Library


Continuous evaluation as one advances in the study of the MBA - Specialization in Sports Marketing. Each module is evaluated through the combination of online exams and case study development.

The achievement of the double degree, Master IMF Business School + Master Camilo José Cela University, is subject to overcoming all modules and preparing a final evaluation work.


The Course Tutors Panel is comprised primarily of corporate and academic professionals who can pass on to students real work experience and practical examples from their experience in business activity.

Download the programmatic content to know the Panel of Tutors.

Career Opportunities

At the end of our MBA with Specialization in Sports Marketing you will be prepared to:

  • Managing and Managing Sports Entities and Sportsmen
  • Manage Sports Events
  • Provide a Current Vision on Digital Applications and the Current Sports Universe
  • Sports Marketing Specialist
Last updated Jul 2017

About the School

O IMF Portugal é uma sociedade comercial de Direito Português inserida no grupo IMF Business School, e a sua atividade dirige-se aos Países de Língua Oficial Portuguesa. O IMF Portugal tem como objeto ... Read More

O IMF Portugal é uma sociedade comercial de Direito Português inserida no grupo IMF Business School, e a sua atividade dirige-se aos Países de Língua Oficial Portuguesa. O IMF Portugal tem como objeto o exercício das atividades de representação, divulgação, promoção e comercialização em Portugal e nos demais Países de Língua Portuguesa, cursos ministrados por instituições que prestam formação à distância (e-learning), Universidades, Politécnicos e Escolas, sejam nacionais ou estrangeiros. Read less
Lisbon , Portugal Online + 1 More Less