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Course content

Humber’s Sport Business Management graduate certificate program prepares you for employment within the broader areas of sport, with particular emphasis on management in the industry. You will develop knowledge and skills in areas such as the structure and functionality of the Canadian sport industry, marketing, sales, sponsorship, economics and finance, event planning, and management. This program is best suited for students who have completed a bachelor's degree in the following areas: Kinesiology, Commerce, Social Science, Communications or a related field.

Course detail

Upon successful completion of the program, a graduate will:

• Communicate information related to sport business persuasively, accurately and credibly in oral, written and graphic forms.
• Apply computer skills and knowledge to support sport business management functions.
• Develop strategies for successful sponsorship programs and create and implement sport sponsorship packages.
• Identify, analyze and develop advanced management competencies.
• Analyze the impact of various international economic, legal, cultural, geographical and political systems on national and international sport organizations.
• Identify and analyze areas of civil law and governance that are relevant to the sport industry.
• Develop ongoing strategies and plans to enhance personal and professional growth and promote development as sport professional executives.
• Apply accounting and financial management skills to the analysis and management of a sport organization or enterprise.
• Effectively manage the development of staff and volunteers to optimize their contribution to a sport organization, enterprise or event.
• Transfer theoretical understanding to work in a variety of sport organizations, practicing as a competent, professional sport manager who respects legal and ethical standards.
• Research, analyze and systematically solve problems and make decisions using higher order thinking skills to develop strategies to meet information needs of internal and external sport stakeholders.
• Participate in the development and execution of sport business plans and manage risk.
• Create, plan, bid and implement sport and special events which respond to identified needs and maximize the delivery of the personal, social, environmental, and economic benefits of sport tourism.
• Develop and execute a strategic sport marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations and evaluation criteria.
• Develop customer service strategies to meet the needs of all internal and external sport business customers and partners.
• Develop and implement selling strategies for both spectator and participant driven sport events.


Semester 1
• SPRT 5000: The Sport Industry
• SPRT 5001: Financial Management in Sport
• SPRT 5002: Sport Marketing
• SPRT 5003: Managing Communications in Sport
• SPRT 5004: Leadership in Sport
• SPRT 5005: People Management

Semester 2
• SPRT 5500: Sport Hosting and Special Events
• SPRT 5501: Sport Sponsorship
• SPRT 5502: Sport Seminar Series
• SPRT 5503: Ethics and Legal Issues in Sport
• SPRT 5504: Sport Sales
• SPRT 5505: Internship

Work Placement

The work placement has two components, and occurs across industry sectors including professional sport associations, community and amateur sport governing bodies, and private sector sport organizations. The placement provides valuable experience and industry contacts. During the placement, you will work closely with a placement supervisor to develop job skills that are needed for future employment success. The first component of the placement is concurrent with coursework and is a minimum of 210 hours. The second component of the placement is six weeks in length and a minimum of 35 hours per week.

Your Career

Upon graduation, you will be prepared to begin working as a sport business professional. Employment opportunities exist in professional sport, amateur sport, sporting goods, sport facilities, college and university sport, sport communications, event management, and sport marketing.

How to apply

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For information on funding, please use the following link:





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Recipient: Humber College Institute of Technology and Advanced Learning

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