Master of International Sports Business

Globalisation is profoundly impacting the sports industry as a direct result of increased exposure through broadcasting and social media. Many sports brands are increasingly targeting overseas markets to reach new fans and customers, develop new revenue streams and gain competitive advantage. Marketing is central to contemporary business, and this course provides students with a foundation on which to better understand the sport marketing discipline. Students learn that the consumer is at the heart of all buying decisions and will explore consumer needs and the psychological processes that effective marketing addresses. The course explores the key principles and practices involved with identifying new markets and creating an effective marketing strategy. It also addresses how digital and social media communications strategies have revolutionised the connection between sports brands and consumers.

With sport sponsorship revenue surpassing billions annually, students explore the multifaceted decisions involved in sponsorship agreements, from selecting the right partners to negotiating deals that align with organisational objectives. Understanding the strategic positioning of sponsorship within sports marketing, students analyse how brands leverage sponsorships to enhance visibility, engage audiences, and build brand equity. Through in-depth examination of sponsorship activation measures and evaluation techniques, students learn to assess the effectiveness of sponsorships in achieving marketing goals.

Mastery of sports industry economics equips future leaders with knowledge and skills needed to navigate and influence a multi-billion-dollar global market. In this course students explore the intersection of economic principles with the dynamic knowledge and practices of the sport business world. Learning spans unique theoretical applications, such as supply and demand dynamics in sports ticket pricing, the economics of stadium financing, and the impact of player salaries on team performance. Students gain a deep understanding of how economics shapes decision-making in the sports industry, empowering the analysis of complex issues like revenue sharing agreements and the economic impact of sport mega-events.

Understanding the dynamics of human behaviour within the context of sports organisations is foundational to effective sport management practice. The course explores the psychological and sociological factors that influence individual and group behaviour, leadership styles, organisational culture, and decision-making processes within the sports industry. Learning through case studies, experiences, and academic research, students develop a deep understanding of how to effectively manage and lead diverse teams in the global sports business landscape.

Understanding and upholding integrity is crucial in the world of international sport, where ethical challenges impact players, organisations, and entire communities. Through examination of theoretical frameworks and real-world case studies, students analyse integrity issues such as matchfixing, doping, governance transparency, and ethical conduct. By developing critical analysis and ethical reasoning skills, this course provides students with tools to help navigate complex integrity dilemmas. The course also develops student knowledge of ethical business practices and social responsibility within international sport business contexts.

Explore the contemporary world of athlete representation and agency management within the sports industry. This course engages with multi-disciplinary knowledge spanning talent scouting, contract negotiation, brand management, legal considerations, and ethical responsibilities in athlete representation. By fostering critical thinking and strategic decision-making skills, this course empowers students to navigate the complexities of athlete agency management and excel in advocating for the holistic development and success of athletes in the global sports landscape.

Having an opportunity to apply skills and knowledge acquired through study is essential to students being ‘career-ready’. This course builds student employability by providing in-person exposure to the working world of sport businesses. Students undertake 140 hours of supervised work placement (work integrated learning) in partnership with a host organisation. Students observe and participate in a range of work practices as negotiated with the host organisation.

Many factors influence organisational sustainability in sport, including governance, workforce, funding and finances, integrity, infrastructure, participant experiences, and environmental impacts. To fully examine sport leadership in a such a multi-faceted context, this course draws on two interpretations of “sustainability”. The first interpretation considers both the broader global impacts of the sport sector and engagement by sport leadership with sustainable development principles to manage social, environmental, and economic issues. The second interpretation relates to sustainability in the context of business continuity management, organisational performance management, and strategic planning. Understanding and application of both these sustainability interpretations is demonstrated to be essential for effective contemporary sport leadership.

In an era where digital engagement shapes fan loyalty and brand success, mastering new media analytics is central to sport business operations. This course explores the impact of new media on the sports industry, focusing on the use of digital communication technologies to enhance interaction between users and content. Students will learn how to analyse and leverage data from various new media platforms to increase engagement, enhance fan experiences, and support business decision-making. The course content includes social media analytics, content performance metrics, and the role of digital marketing in sports. Through practical applications and case studies, students develop skills to critically evaluate and utilise new media analytics in sport business contexts.

Experiencing the global sports industry first hand provides invaluable learning opportunities that can only be gained by exposure to diverse cultural and professional settings. This course expands the theoretical knowledge and skills developed in the classroom, immersing students in international sports business practice. In this course, students will undertake educational activities at a range of international sporting related venues and organisations, and also engage in a range of other activities designed to require engagement in and increased understanding of the social, political, cultural and sports business practices in other countries.

• Bachelor degree plus 1 year relevant work experience or
• Bachelor Honours degree or
• Graduate Certificate or
• Graduate Diploma or
• 5 years relevant work experience
• Relevant work experience includes: business, commerce, data analytics, international studies journalism, media, sports, statistics or equivalent.
• Work experience can be demonstrated through certified copies of all relevant qualifications, a detailed CV, and a statement of service or signed letters from employers confirming your role, duties and period of employment.