Sport Management, 2nd Semester

Semester Programme

For the exchange student interested in the development and management og sport events and organisations.

Target Group

Students must be interested in sport, especially marketing, economy, events, strategy and planning, law stuff, new trends en general, sponsorships, social media, leading volunteers. The programme is also intended for people with relevant experience and a background in the industry. We focus on the back office part. Very practical focus: Guests + company visits.


Two main themes:

1) Theme 3: Sustainable operation (economy, planning, strategy, marketing, sport governance),

2) Theme 4: Strategic value creation (innovation, strategy, project planning, politics)

Two weeks (February) joint project with physiotherapy students working with three real cases (companies/sport organizations).

Electives in June (ex. Outdoor Sport & leisure, Destination Development, study trip…).

Two exams: One interdisciplinary (25 ECTS) and one for the electives subject (5 ECTS).

(Preparing for next semesters internship, three months in a sport organization).

The objective of the programme is to prepare graduates to work in the sports, events and leisure sectors, and to equip them with knowledge of relevant business practices, theories and methodology.

As a Bachelor of Sport Management, you will have a thorough understanding of the commercial mechanisms in the sport, event and leisure industry. The programme covers the following subjects: academic methods and research in sport, sport marketing, sport management, sport law and sport economics.

The graduate will possess knowledge of:

  • theories about marketing, economics and law relevant for the sports, event and leisure industry
  • the social context within which sport management is applied
  • methods and ways to carry out studies in the sports, event and leisure sector

and the student is able to reflect upon the way these are applied within the profession

  • the sports industry and the latter’s surroundings, especially the commercial sports industry and the latter’s challenges in this
  • managerial and organizational theories relevant for sports management
  • contractual issues and risk management
  • basic laws and rules in employment and labour law


The graduate will be able to:

  • use business methods and tools for the collection and analysis of the strate- gical, organizational and managerial problems relevant for sport companies as well as substantiate and chose relevant solutions
  • assess possible marketing and branding initiatives with the sports, events and leisure sector
  • assess the relevance of business and organizational strategies for sports, event and leisure companies
  • plan, organise and carry out events within the sports and leisure sector
  • assess and draw up sponsor strategies within the sports, event and leisure sector
  • communicate managerial and commercial considerations and initiatives as well as practice-related problems and solutions to relevant stakeholders and partners


The graduate will be able to:

  • identify and understand complex strategic, organizational and managerial chal- lenges and development initiatives in the sports, event and leisure sector
  • contribute to focused development of human resources, of prioritisation of as- signments, of work processes, and of corporate culture
  • manage the complexity in using sport marketing analyzes to create new busi- ness knowledge and co-operation agreements
  • independently handling the development in relation to the creation of new mar- keting trends, strategies and practical experiences within the areas relating to the sports, event leisure sector
  • independently be part of established relevant professional networks within the sports, event and leisure sector
  • identify sport economical optimization possibilities relating to the sports, event and leisure sector
  • identify own learning needs and structure own learning in relation to the sports, event and leisure sector
Allan Lindgaard Winther International Coordinator

Teaching Methods

Three teachers (same team since 2015) working closely together, but with very different background and each one teaching their own subjects/topics. Making exam-cases together. Some classes (projects) with two-three teachers at the same time.

There’s a lot of dialogue in class, teachers presentations (intro), group work/workshops, students presentations (individual/in groups), oral and written assignments, independent studies (homework).
International students will be mixed with Danish students.


Show up for the approximately three mandatory learning activities (guest lectures or company visits).

Respecting the deadlines for submission of final problem statements, approvals, handing in reports, attendance and passing of exams.

Only one big exam at the end of the semester: Will collect 10+10+5+5 ECTS = 30 ECTS.

Tuition Fee

Not applicable for EU/EEA-students and exchange students from partner institutions, all other students must pay. In this case, please send an e-mail to to learn more.  

Activity 1

Type of Activity

Mandatory Course


Interdisciplinary exam, 2nd semester




Max. 700 working hours in total (classes, survey/interviews, litterature studies, group work, individual preparation, company visits, other.)

Learning Outcome

According to curriculum:

The students must developmental approach and knowledge about the sport-, event- and leisureindustry, understand theory and apply it in practice, use methods and reflect about critical issues in the sport industry, develop individual competences in working independent as well as in a team regarding a project.


Activity 2

Type of Activity



Elective subjects




Max. 140 hours in total (classes, survey/interviews, litterature studies, group work, individual preparation, company visits, other).

Learning Outcome

Depends on the specifically offered subjects for this semester (see catalogue for electives subjects).

Develop knowledge, skills and competences in relation to the specific subject/topic, apply the relevant theory and methods in practice and reflect upon own and teams strategic, tactical and operational decisions as well as allocation of invested resources in realisation to succeeding in a project.

Expect in both exams to do a project (write a report or a like) in a group, but doing an individual oral exam based on the exam report.