Program Overview

Program Brochure 2023-24
Sport Marketing and Management
Application deadline

March 1 for Fall Semester

Minimum admission requirements

Quebec Secondary School Diploma or a level of education that is deemed equivalent by the College.


High School Diploma

About the program

The Sport Marketing & Management option of the Business Management program is a three-year program designed to prepare students for careers in a wide range of sport- related enterprises. It is designed for the student who enjoys having responsibility, taking initiative, dealing with the public and being part of a team.

This three-year technical program has a practical approach to learning using simulations, case studies, and assorted software applications. Students will have the opportunity to complete fieldwork or to develop a project through an independent study in sport. Sport Marketing & Management will give the knowledge and skills needed to succeed in business and can lead to a career that is both challenging and rewarding.

Careers in Business

The aim of the program is to prepare students for management or marketing positions in:

  • Sports marketing companies
  • Sports and communication firms
  • Amateur athletic organizations
  • Corporate fitness and wellness programs
  • Professional sports teams/leagues

Program Grid

Introduction to Sport Management

This is an introductory course in Sport Management. A broad range of topics related to the structures and operations of sports businesses and organizations in Canadian society and in the global environment will be introduced. Specific
functions of these organizations such as marketing, finance, human resources management and production of both goods and services will be presented, giving a general understanding if what is required to work in sport management. Upon successful completion of the course, students should be able to understand the work functions associated with management of various sport enterprises in the context of Canadian business including professional and participatory sport organizations, to describe career opportunities available in sports and recreation management, including possibilities for self-employment, understand the fundamentals of economics, accounting, marketing and public relations, facility and event management in sport business, and be familiar with the international aspect of sport business related to professional and Olympic sport and sport tourism.

Introduction to Marketing

This course is designed to introduce students to marketing concepts and principles. The course focuses on the relationship between organizations and the ultimate consumer, expressed through the marketing mix. Essentially, studies are concentrated on the nature and behaviour of supplying organizations, nature and behaviour of the ultimate consumer and the various marketing mix elements (product, price, place, promotion) which are used by organizations to satisfy needs and wants of consumers. While the course has a theoretical base, practical application of the concepts of marketing to ͚real world͛situations – particularly in a sport context – is an essential part of the course. Students will be taught that effective marketing enhances an organization͛s overall success.

Introduction to Business Software Tools

This course teaches the productivity software tools used in business including e-mailers, browsers, word processing, spreadsheets, accounting and presentation graphics. The main focus of the course is on the use of spreadsheets and the Internet to help solve problems and deal with the daily activities to support the running of a business. The overall objective of the course is to prepare students to be able to learn the features of business software tools and apply these tools to efficiently and effectively solve problems. An emphasis will be placed on spreadsheet software and how it can be used effectively as a productivity tool in business.

History of Sport

This course will take the evolution of the ideas and practices of sport from Prehistoric times to our own contemporary era. It will focus on the Age of Progress;1860-1914) and the extraordinary leap forward in leisure and affluence that led to the regularization of rules and codes. During our own Global Age, aspects of professionalism, the growth of expectations and motivation will supplement views on sportsmanship, fitness and recreation.



Physical Education

Introduction to Accounting

This course provides an introduction to the basic accounting principles and practices as used in a double-entry system
using industry-standard accounting software. Emphasis is placed on analyzing and recording of business transactions and preparation of financial statements as well as understanding the complete accounting cycle.

Consumer Behaviour

This course presents the study of consumer behaviour with the intent of allowing students to be able to choose
appropriate media and messages for promoting products and services and develop appropriate marketing strategies for both B2B (“business to business”) seller-buyer and B2C (“business to consumer”) relationships. It addresses consumer behaviour from both a managerial and consumer perspective. Students learn about how consumers make routine and complex decisions; what cognitive and experiential processes are involved in these decisions; how behaviour is affected by the individual consumer͛s personal characteristics, culture and reference groups; and the implications of consumer behaviour for marketing strategy.

Presentation Techniques for Marketers

In this course, students learn how to pitch an account, deal with clients in a retail environment, set up a sales space to present a product or service, provide customer support, and or address a room full of people. The emphasis is on
improving the student͛s presentation presence and skills and developing them into confident, successful speakers. The
course covers: body language; speech patterns; “canned” vs. “impromptu” style; the art of answering questions;
interacting with the media; developing and delivering a presentation; and using visual aids for sales.

Desktop Applications for Print Marketing

This course focuses on computer software tools used to prepare marketing materials. Students gain experience in
developing promotional material such as brochures, posters, advertising copy and coupons using page layout software.
They also learn the fundamentals of design theory which permits them to put together marketing communications that
will grab the attention of the intended audience.

Sport Marketing, Promotions & Fundraising

Students will study the manner in which marketing concepts and strategies are applied to the sport industry. Developing
marketing plans and programs for companies and organizations in the sport industry is an integral part of this course. The specific nature of sports industry marketing such as: pro and amateur sports, profit and non-profit organizations, sport sponsorships, sports equipment firms, licensing/merchandising and the commercial media͛s crucial relationship with sports will all be examined in this course.




Financial Management in Sport

Students will analyse the relationship between finance and the sport industry. They will review the basics of finance and relate them to sport organizations. Important current financial issues will be discussed in relation to public and private sector funding, fundraising for sport organizations, professional sport, collegiate athletics, and major events such as the Olympics. The financial and economic aspects of sport facility construction will also be discussed.

Legal Issues in Sport

Students will familiarize themselves with the legislative foundations of sport and the legal issues in sport management.
Topics include: the Court system, sports agents, sport contracts, negligence and liability, sports crimes, drugs and sports, labor issues, intellectual property matters in sport including trademarks, copyright and patent factors, international issues and the Olympic movement. Appropriate Court cases will be examined in the course.

Web Page Design for Marketing & Sales

This course provides the student with the fundamentals of how to plan, design, and launch a complete Web site with
creative interfaces, strong graphic images, and functional site organization as a sales space for products and/or services. Using software such as Adobe Dreamweaver, you will construct a web site that can be used to impact marketing and sales. The emphasis will be on treating the Web as a form of visual communication rather than on the programming, although technical issues will be sufficiently covered. A major component of the course is the completion of a substantial website which will be evaluated, in part, for its ability to clearly and efficiently communicate to the target audience



Français du travail


Managerial Statistical Methods

This course gives an introduction to business statistics, methods of describing, summarizing, graphically presenting, measuring and analysing statistical data using a statistics computer package. Students will be exposed to the theoretical
underpinnings of management decision tools including probability distributions, covariance applications, sampling distributions, control charts, estimation and hypothesis testing. Emphasis will be on how to apply various statistical techniques in the support of managerial decisions in the various functional areas of business including marketing.

Economics of Sport

This course is about the application of microeconomic theories and models in the sports industry. Topics include demand
in sports, market power, costs and revenue structures of sports franchises, league expansion and team relocation, the
history of rival leagues, competitive balance (revenue sharing, the reverse order draft, luxury taxes, and salary caps), the value of talent and player salaries, discrimination in sports, and the analysis of college sports.

Sport Marketing Research

Market research is the way we learn about consumers and it is the activity that allows marketing actions to be tailored to consumer needs and characteristics. Because the ability to plan, conduct and interpret marketing research is a critical skill in sport marketing, this course will emphasize research as an aid to management decision making. Students will learn how to develop, execute and interpret market research. A class project includes field research in a sport-related domain. Topics include: research design, qualitative and quantitative techniques, questionnaire design, research trends, and measurement instruments.

Retailing in Sport

Retailing in Sport explains the buying and merchandising process at the retail level. This course examines the role of
retailing and techniques for buying for different types of stores. Planning and managing the merchandise assortment to
include inventory management, merchandise flow, assortment planning and use of the computer in merchandising are also introduced. The intent of this course is to give the student a broad overview of the role of merchandising at the retail level while discussing the many dimensions of the buyer’s job.

Delivering Quality Customer Service

Companies communicate with their customers on a routine basis through customer service contacts dealing with a range of issues from information requests to handling a customer problem. Students will be introduced to the concept of quality service and its importance to building and maintaining company or brand image.



Physical Education

Sales Force Training & Management

The main emphasis of this course is to present the selling function as a process which requires careful planning and execution. Students will be introduced to the various sequential steps or phases involved in personal selling as well as methods for improving the effectiveness and efficiency of each of these selling phases. A sales role – playing exercise will be executed by the students to give them experience in selling an actual product and negotiating a sales contract. They will showcase their selling skills in both an oral and written presentation. In addition students will be introduced to basic principles of sales management such as selecting or hireling a sales force, training/coaching sales representatives, motivating the sales force and measuring sales force productivity.

Career Planning

This partially web-based course has two goals. First, it will assist students in discovering how their abilities, interests,
personality and values determine their life-work plan. Students will develop an understanding of their career goals and
develop a plan for achieving those goals. Second, it will provide students with the knowledge, skills and attitudes to market themselves to an employer and to effectively gain rewarding employment using career connections. It will prepare students to conduct an effective job search in light of today͛s challenging job market.

Project Management: Sport Product Launch or Facilities Management

This course introduces students to project management. Students will learn the processes, techniques and methods to
organize, plan, direct and control a project in order to achieve an agreed outcome on time and on budget. Students will plan the launch of a sport product or manage a sport facility or event. This will require students to involve both their “hard” skills, such as the ability to create Gantt charts, and ͞soft͟skills, such as the ability to manage inter-group politics
and conflict. To facilitate the final project, students will be introduced to sports and recreation facilities and their standard operational procedures, including elements of the management process with respect to facility design, personnel management, marketing and feasibility.

Sport Advertising

This course explores the use of advertising by a variety of sports organizations and businesses to achieve their communication goals. The main focus of this course is toward students understanding the process (es) involved in developing effective advertising campaigns. As such, students will plan and develop, as well as present, advertising campaign plans for a sports product or service. Students will be introduced to advertising, planning components such as advertising research, setting advertising objectives, creative strategy development, media planning and campaign monitoring. Other promotional issues such as merchandising, licensing and sponsorships will also be examined in relation to their importance in achieving communication objectives.

Field Work in Sport or Independent Study in Sport

Students will be required to complete field work or an independent study in a sport-related organization in a management or marketing capacity and will be evaluated on their performance. Alternatively, students may opt to do an independent research study on a current topic in sport management and marketing, subject to the permission and stipulations of their supervisor.


Physical Education

Media Relations in Sports

This course provides the student with an understanding of media relations and its importance to sport marketing.
Emphasis is placed on the particular promotional techniques used in developing and managing an effective sports media relations program. Students will learn how to write press releases, develop media guides or kits, develop and manage special events designed for media coverage like awards banquets and press conferences, manage the media interview process and game day press-box operations. In addition, students will be able to combine these learned promotional techniques with their skills in desktop publishing towards the development of promotional materials required in a sport media relations program.

Global Marketing of Sport

Successful consumer marketing in today͛s competitive world requires an understanding of the global environment and marketplace and the factors and events that can impact on it. In this practical overview, the effects of the rapidly changing international scene on consumer marketing and new product introduction will be discussed. Students will focus on how to identify international market opportunities and select/develop/exploit business opportunities. Topics include global planning, global competition, country- and regional-specific marketing, introducing a new product or launching an existing product into new markets, and designing and implementing international marketing strategies.

Sales Practicum

This course is an introduction to professional selling methods and provides an interactive simulated business situation intended to present the participants with realistic sales situations in Quebec. Students develop skills through role playing and product presentations. Topics include steps of the selling process, proper selling techniques to organizations, consumer psychology, Time management and dealing with clients in a commercial establishment.

Sport Marketing Practicum

This course provides the student with an opportunity to put into practice many of the marketing and management skills
learned in the previous semesters by planning, executing and evaluating sport-related events. Working in groups, students will choose to organize events both inside and outside the college in conjunction with business organizations.
Responsibilities of the students include creating events, selling the event to internal and external partners to obtain their support, planning, creating promotional and advertising material, staffing, executing and evaluating their events. Successful events may lead to offers of internships and/or employment by external.

Sport Management Externship

Students will get on-the-job learning experience in a segment of the sports industry in a management, sales or marketing capacity for a minimum of 5 weeks.

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