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Sports Management


Sports Management is a 1 year Certificate examined by ICM.

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About Sports Management

Sport management has to do with any and every business aspect of sports and recreation, a sports management qualification is ideal for a person who wants to combine their passion for sport with business skills and enjoy a successful career in this field.

Entry requirements for Sports Management

KCSE D- (minus)

Institutions offering Sports Management


Aims College of Business and Technology

Private College Starehe

Aims College of Business and Technology (ACBT) is a centre of excellence in Business Management and Technology. It is accredited by TVETA and is an approved KNEC Centre...

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Objectives of Sports Management

This ICM Sports Management certificate teaches students skills and concepts related to management, finance, marketing, and law related to the sports industry. Sports Management classes will help you learn how to overview the business side of a sports organisation with the use of the latest trends and technologies.

This ICM Sports Management certificate provides prospective business and management students with a body of knowledge which will:

  • Increase their employment opportunities
  • Prepare them for careers in the field of sports and leisure management
  • Provide them with a qualification which will enable them to progress to management positions at a later stage in their careers.

Sports Management - Programme

Foundation of Individual Behaviour

  • Personality
  • Perception
  • Learning
  • Attitudes
  • Behaviour and motivation

Groups, Teams, Leadership and Power

  • Groups in organisations
  • Working in teams
  • Leading teams
  • The sources of leadership power

Organisational Culture and Structure

  • Different theoretical approaches/typologies
  • The relationship between organisational culture
  • Individual/group behaviour, and structure

Markets and Marketing

  • Marketing issues
  • The marketing mix
  • Marketing management
  • Marketing and society

The Marketing Process: Strategy and Planning

  • Marketing strategy
  • Marketing planning and strategy
  • Marketing audit
  • Environmental scanning
  • Strategy formulation
  • Marketing segmentation: introduction
  • The marketing plan

Customer Focus: Cost and Benefits

  • Identifying the customer
  • Building customer care relationships
  • The quality movement
  • Quality and customers

Part B: Segmentation, Targeting and Positioning

The Marketing Environment

  • Marketing and the business environment
  • The economic environment
  • Social and cultural factors
  • Political and legal aspects
  • Technological issues
  • Consumer rights
  • The green movement
  • Green marketing

Customers, Buyers, Clients and Consumers

  • Customers, buyers, clients or consumers
  • Consumer buying behaviour
  • Influences on buying behaviour
  • Social factors
  • Personal factors
  • Psychological factors
  • Models of buying behaviour
  • Organisational buying behaviour

Marketing Segmentation and Positioning

  • Market segmentation
  • Segmenting consumer markets
  • Social status and social class
  • Family life cycle
  • Psychographics and culture
  • Segmenting industrial markets
  • Positioning products and brands

Part C: The Extended Marketing Mix


  • Reviewing the product
  • The product life cycle (PLC)
  • Product range and portfolio
  • Branding
  • The Ansoff growth matrix

New Product Development

  • The NPD process
  • Risks of new product development
  • Screening new product ideas
  • New product adoption
  • Other issues

Place: The Importance Distribution

  • Place
  • What are distribution channels?
  • Points in the chain of distribution
  • Selection of distribution channel
  • Distribution
  • Physical distribution
  • Just in time (JIT)


  • The importance of price
  • Pricing policy and the marketing mix
  • Price expectations
  • Pricing strategy
  • Approaches to pricing
  • Competitive advantage

Pricing for Costs, Sales and Profit

  • Breakeven analysis
  • Cost based approach to pricing
  • Demand based approaches
  • Other aspects of pricing


  • Promotion and communicating with customers
  • Integrated marketing communication
  • Advertising
  • Successful advertising
  • Media
  • Planning an advertising campaign
  • Branding
  • The role of sales promotion
  • Public Relations (PR)

Selling and Direct Marketing

  • Personal selling
  • Communicating with major purchasing influencers
  • Direct marketing
  • Acquisition and retention of customers
  • Fulfilment

Part D: Marketing Segments and Contexts

Types of Market

  • Definitions
  • Consumer markets
  • Business-to-business marketing
  • Charity and not-for-profit marketing
  • Other markets

Services Marketing

  • Characteristics of services marketing
  • The extended marketing mix for services
  • The importance of people
  • Service quality

International Markets

  • International marketing opportunities – benefits and risks
  • Market attractiveness
  • International marketing environment
  • Regional trade alliances and markets
  • Product
  • Place
  • Price
  • Promotion

Safety in sports facility management

  • Every day, thousands of facilities around the globe host sport, recreation, and leisure activities with minimal or no problems. But when a problem occurs, or there is a lack of planning ahead for activities, the results can be harmful and damaging

The legal discipline of sports facility management

  • General legal concerns for sport facility owners and managers will be covered, including the effects of the legal environment on sport facilities, general legal principles and standards inherent to sport facility operations management, and an explanation of the level of legal expertise an owner or manager needs

Risk management

  • The next topic will articulate the need to plan for all types of emergencies that may disrupt normal operations through knowledge about risk management practices and being able to identify potential facility threats, vulnerabilities, and security counter measures

Introduction To Sports Management


Business Management & Administration

Safety In Sports Management

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