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Sports Manangement


Sports Manangement is a 1 year Diploma examined by ICM.

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About Sports Manangement

Sports 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 Manangement

  • KCSE C- and above
  • ICM Sports management certificate

Institutions offering Sports Manangement


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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East Africa Institute of Certified Studies

Private College Starehe

East Africa Institute of Certified Studies (EAICS) has years of experience in delivering effective and efficient training at Diploma and Certificate levels in areas such as ICT, Business...

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Objectives of Sports Manangement

This ICM Sports Management diploma program 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 Manangement - Programme

Introduction to Accounting

  • What is accounting? Business organisations and sources of finance
  • Introducing financial statements: the profit and loss account and the balance sheet
  • The role of the accountant and the accounts office

Supply Information for Management Control

  • The purpose of management information
  • The use of cost centers and coding of costs
  • Providing comparisons on costs and income
  • A brief introduction to wages
  • Control accounts: sales and purchase ledger control

The Construction of Financial Statements

  • Financial statements: the calculation of profits
  • Adjustments: accruals, prepayments and drawings
  • Adjustments: bad debts and provisions for debtors
  • Depreciation of fixed assets
  • Partnership accounts
  • Company accounts
  • Accounts of clubs and societies
  • The extended trial balance

Using Accounting Information

  • Accounting ratios and preparing reports
  • Accounting standards: Statements of Standard Accounting Practice and Financial Reporting Statements (SSAPs and FRSs)
  • Accounting for stocks
  • Manufacturing accounts
  • Marginal costing
  • Budgeting

Introduction to sports marketing

  • Marketing and sports marketing/relationship between philosophy, processes, principles, and tools of sports marketing/components of the sports marketing framework

Sports markets and consumers

  • Size and scope of the sports industry / the unique features of sport as a product / how the special features of sports impact upon sports marketing / different motives consumers have for buying sports products and services / external factors that can influence the behavior of sport consumers

Sports marketing opportunities

  • Identification of potential sport marketing opportunities / using SWOT and PEST effectively as meaningful tools of sports marketing/importance of competitor analysis

Sports marketing strategies

  • The process of determining a strategic marketing direction/factors critical to setting performance measures / determining a core sports marketing strategy/market positioning and market segmentation and the main approaches / major elements of the marketing mix

The marketing mix for sport

  • Key characteristics of sport products/process of NPD / concept of product life cycle/building a sport brand/factors that influence price sensitivity and pricing itself / common pricing strategies used in the sport industry / basic concepts of sport distribution and issues in ticket distribution/elements of the promotions mix / planning a sport promotions approach

Sport sponsorship

  • Key elements of sponsorship targeting/principles of sponsorship evaluation/concept of ambush marketing in sport

Sport services

  • Differences between sports goods and services / key variables of quality service / the three elements of the sports services marketing mix / defining customer satisfaction/process of customer relationship marketing

Sports marketing and the new media

  • New media and new media marketing / six key principles of new media sport marketing / broad categories of new media technologies

Managing sports marketing through implementation and control

  • Importance of implementation and control strategies in a sport marketing management strategy / successfully transforming a sport marketing strategy into action / linking the control process to improved strategic decisions / ethical and social responsibilities of sport marketers

Definitions and Importance of Customer Service Focus on the Customer

  • A definition of what is excellent customer service and who are the customers?
  • The “gaps model of service quality”
  • The importance of excellent customer service and the impact of poor customer service
  • Consumer behaviour in services
  • Customer expectations of service and the “zone of tolerance” model
  • Customer perceptions of service and service encounters

Understanding Customer Requirements

  • Measuring service quality
  • Determining customer service requirements and views on the current service using, for example, SERVQUAL surveys, critical incident surveys, mystery shopping, customer panels, focus groups etc
  • Using skills such as active listening, assertiveness training, establishing rapport, etc

Delivering and Performing Service

  • The “Services Marketing Triangle”
  • Employees’ roles. Customers’ roles
  • Delivering services through intermediaries and electronic channels
  • Service recovery options and the handling of complaints

Strategic Human Resource Management (SHRM)

  • Identify the origins of SHRM and how it relates to management in practice
  • Understand the differences between HRM and SHRM
  • Understand the importance of SHRM as an internal process
  • Describe a model of SHRM and identify the key elements of SHRM’S good practice
  • Link the SHRM and sport organisation performance

Human Resource Planning and Strategy

  • Explain the process of HR planning for future organisational requirements
  • Describe the process of job analysis
  • Outline the key components of job description and different approaches to job design
  • Link HR planning to sporting organisational goals

Recruitment and Selection for Sport Organisations

  • Understand the strategic importance of recruitment, selection, and placement to an organisation
  • Understand the links between recruitment and selection and other HRM activities
  • Describe different trends, sources and methods for generating a pool of job applicants
  • Understand a variety of selection techniques and the advantages and disadvantages of each

Training and Development in Sport Organisations

  • Articulate the significance of training and development in sport organisations
  • Understand the aims of employee and volunteer learning
  • Explain the training and development model
  • Describe how effective training and development contributes to organisational development




Sports Marketing Management

Customer Service Management In Sport

Managing People In Sport Organisations

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