Sports Management: Business Principles in Sport online short course

Course starts 23 November 2020

Course information

Registration Closes:
17 November 2020
Course Starts:
23 November 2020
8 weeks, excluding orientation
8–10 hours per week, self-paced learning online
ZAR R11,900
Payment Options
University of Cape Town (UCT)


Brought on by the growth of technology, changing consumer habits and an eSports revolution, the sports industry is facing an unprecedented level of change – by 2022, the global sports market is expected to reach $614.1 billion.1 The transformative effects of these factors and how to respond to them requires qualified professionals in all aspects of management, from marketing to sponsorship, events, coaching, technology, media, and administration.

During this Sports Management: Business Principles in Sport online short course from the University of Cape Town (UCT), you’ll have the opportunity to refine your business management knowledge for use in the context of the sports industry. Learn sports-relevant business strategies and engage in personal reflection, as you build the fundamental skills needed for success as a sports manager.

1 Business Wire (May, 2019).

Download course prospectus

What will set you apart

On completion of this course, you’ll walk away with:

  • An understanding of the business contexts within the sports industry, and the skills to analyse how key business principles can be applied to the sports context

  • A holistic business plan relevant to your own context, whether you’re a sports entrepreneur or interested in starting your own business in the industry

  • Future-focused knowledge of new trends and developments in the sport and sports management context, including eSports, competitor sports and development, and health and wellness

Is this course for you?

This online course is ideal for professionals already working in the sports industry, and who wish to validate or update their business acumen within the sports context. Those aiming to enter the sports industry will benefit from the foundational combination of business knowledge and industry insight, while entrepreneurs who are interested in a new venture in the realm of sports will gain valuable understanding of the industry at large.

Course curriculum

 Learn key business skills relevant to the sports industry as you work through the weekly modules of this online short course.

  • Orientation module Welcome to your Online Campus
  • Module 1 An introduction to sports management
  • Module 2 Understanding different sport sectors
  • Module 3 Foundational business principles for sports management
  • Module 4 Legislation, policy, and governance
  • Module 5 Communication and stakeholder management
  • Module 6 Marketing and resource management
  • Module 7 Performance management for organisations and teams
  • Module 8 The future of sport

Study the business of Sports Management: Business Principles in Sport

This UCT online short course is delivered in collaboration with GetSmarter. Learn from industry thought leaders as you develop the core business and soft skills of effective sports management.

Your Course Convenor

The design of this online course is guided by UCT faculty and industry experts who will share their experience and in-depth subject knowledge with you throughout the course.

David Maralack

David Maralack

Senior Lecturer, Faculty of Commerce

Maralack is a senior lecturer and convenor for the postgraduate diploma in sport management at the University of Cape Town (UCT) in the Faculty of Commerce. Maralack has a long history in sport participation, management, administration, and is a community sports development practitioner. He is an active researcher in event planning, monitoring and evaluation, training, sport policy, and sport governance among others. Among his accolades are a PhD from the University of Minnesota and a master’s from the University College of London. Maralack has extensive experience in both the sport and academic fields and has held a number of notable positions in both.

Earn a certificate from the University of Cape Town

Study sports management and earn an official certificate of completion from the University of Cape Town. 

Your certificate will be issued in your legal name and sent to you upon successful completion of the course, as per the stipulated requirements..


When do I start?

Our next available short course starts 23 November 2020.

Get More Information

Enter your information below to view the course prospectus from GetSmarter.

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Still have a question? These may help


    You can either pay your tuition fees in full before the course starts, or you may opt for a two-part payment plan for courses nine weeks and shorter. For courses ten weeks or longer, there is a three-part payment plan available. To find out more on payment options please visit our Payment and Financing page.

    If you want to find out more about any of these options or you want to know which you qualify for please get in contact with an Enrolment Advisor here.


    GetSmarter's learning model is designed to help you, as a working professional, improve your skills without compromising on work and family responsibilities. The course work is broken up into weekly, manageable bite-sized modules, with incremental deadlines, designed to help you pace yourself over the duration of the course and allow you the legroom to work when it suits you best.

    At the beginning of each week you'll be presented with all the lectures, notes and assignments necessary for completion. You also have access to your Success Advisor who will help you set goals and track key milestones, manage your time, and field any administrative requests you might have.


    By improving your skills and industry knowledge, you'll be having an influence on the success of your organisation.

    Why wouldn't you ask your boss to help you fund your studies if it's going to have an impact on the way you do business?

    37% of our past students receive financial assistance from their employers. You can ask for help, too. Here is a guide to show you how to receive financial assistance from your employer.


    The Online Campus will be your virtual classroom for the duration of your course. Through its easy-to-use interface you'll have access to a diverse variety of course content formats, including: interactive video lectures, module notes, practice quizzes, Prezis, assignment briefs, and additional web resources.

    On the Online Campus, you'll also be able to ask questions and interact with your fellow students and Head Tutor through the Online Campus discussion forums. If you're experiencing tech issues or need advice from your personal Success Advisor, you can use the Online Campus to get in touch.