Course Description
The aims of this Diploma programme are to prepare students for a career in sports administration and management by developing and enabling them to apply their business knowledge, skills and attributes to practical management activities and to enhance their self-awareness, personal development and general transferable skills. Students will be provide further educational and experiential learning opportunities necessary in their career preparation to becoming future sport administrators/managers.
Students who successfully complete this course may opt to enrol in our B.Sc. (Hons) Top-up degree (120 ECTS).
In 2025, the pass rate for the course was 100%.
The accreditation category of the Programme is Higher Education.
Learning Outcomes
- Understand current theoretical debates about the nature of sport management in an organisational context.
- Analyse business & managerial problems using a range of criteria and techniques, leading to recommendations on options, implementation and choice of actions by sport administrators.
- Recognise the significance to sport entities of the changing nature of the technological, international and related environments.
- Assess the implications for management of emerging influences, innovation and change in order to make an effective contribution to the management of sport organisations.
- Create, evaluate and assess a range of options together with the capacity to apply ideas and knowledge to a range of situations within a sporting context.
- Recognise how to manage people (participants, parents, coaches, officials and others) efficiently.
- Examine the requirements needed to organise an international sport event.
- Recognise the responsibilities sport administrators and managers face.
- Compare different leadership styles.
- Analyse the skills, characteristics and behaviours of successful entrepreneurs.
- In sport and active leisure.
- Examine opportunities for entrepreneurial activity in sport and active leisure.
- Explain how a sports manager can be more effective.
Target Candidates
Current or prospective club or team administrators; current and former athletes; current and former coaches, current and former referees; current volunteers who work with local and national sport organisations such as SportMalta staff.
Graduates of this Diploma can find employment in one of these established sport professions in:
- National Teams / Club managers
- Football Club administrators
- Sport marketing – product and brand management
- Volunteer management
- HR
- Sponsorship strategy
- Communications – sport journalist/ broadcaster
| Course Code | Duration | Credit Value | Next Intake | FT/PT |
|---|---|---|---|---|
| LW/S/003 | 14 months | 60 ECTS | October 2026 | PT |
| Contact Hours | Placement Hours | Self Study Hours | Assessment Hours | Total Learning Hours |
|---|---|---|---|---|
| 300 | 120 | 990 | 90 | 1500 |
Mode of Training
This programme uses a blended approach focusing on an interactive strategy which combines face-to-face sessions and online learning activities. Sessions include lectures, tutorials, discussions, presentations, shadowing and workshop activities promoting peer-to-peer learning.
Modules are delivered in the evening, twice a week.
Language of instruction is English.
Assessment
Assignments, group projects, portfolios, presentations, case studies, observation reports and practical assessment.
In order to successfully complete the course a minimum of a pass must be obtained in the assessment of each Module.
Awarding Body
Learning Works
Course Structure
Module 1 (LW/S/004): Introduction to Sport Management (10 ECTS)
With the advent of professional sports, sport organisations have had to increasingly adopt a more professional approach in the way that they are managed and the way they organise their daily business. This brought about a major shift in the running of local sport as administrators had to adopt a ‘business’ model that fit their exigencies. For example, a more business-like approach takes into account the sources of funding whether it is from public monies, private investments or both; the business context in which it operates whether it is a small or large market economy; an increasing array of stakeholder interests; and knowledge and understanding of target markets and other elements.
Describe the main duties and roles of sports administrators and managers
Compare a different range of theoretical and practical perspectives of management
Demonstrate the characteristics, objectives of, and relationships between, the public, private and voluntary sectors in relation to sports provision locally
Explain the diverse factors that influence the value of, and access to sport for individuals and communities
Demonstrate basic knowledge and understanding of fundamental principles requisite for professional success in the sport management profession
Demonstrate knowledge of Sport Law
Demonstrate knowledge of good governance in sport
Demonstrate knowledge of Sport Finance
Demonstrate knowledge of Integrity in Sport
Develop key business and management skills that can be applied in all kinds of organisations
Define the importance of social, cultural, political and economic phenomena on sport organisations
Define leadership and management skills in given tasks
Understand how to protect the data collected in a sport organisation setting
Demonstrate how operational challenges that exist in this field and which can be witnessed from real case-study presentations of facilities, clubs, administrators and other industry stakeholders, can be met
Design a plan for improvement in a team or organisation based on contemporary industry and government policies and practices (e.g. data protection)
Apply quality systems and procedures in Sport Management
Develop critical abilities through case-studies
Analyse different approaches to Sport Management
Evaluate best practices in Sport Management
Navigate through the online learning platform to find assignments, discussion boards, literature, tutorials etc.
- Total Contact Hours: 50
- Supervised Placement & Practice Hours: 20
- Self-Study Hours: 165
- Assessment Hours: 15
- Total Learning Hours of this Module: 250
Module 2 (LW/S/005): Strategic Management (Sport Management) (10 ECTS)
It is well documented in the literature that having a strategy increases an organisation’s chances of success on and off the field, despite having limited resources. This is because the management can make more effective use of time and resources by allocating them rationally. Having a formulated plan that both paid and voluntary staff have contributed to, helps them to be motivated and focused on the objectives that sport organisations would like to reach. This in turn will lead to better coordination and streamlining of activities which will make them more dynamic and financially self-sufficient.
Define the steps required to develop a strategic plan
Undertake a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis of their chosen sport organisation
Perform a strategic analysis of their chosen sporting organisation
Evaluate strategic impact
Understand a number of managerial tools and frameworks used to analyse and monitor macro-environmental factors that impact sport organisation performance, such as SWOT and Political, Economic, Social, Technological, Environmental and Legal (PESTEL) factors
Provide direction and recommendations based on these analyses, especially if the sport organisation does not have a formulated strategy document
Define specific, measurable, achievable, relevant and time-bound (SMART) objectives for the long-term (2–4 years) for the sport entity
Define which monitoring tools to choose in order to achieve the set objectives effectively and efficiently
Develop analytical skills through the SWOT managerial tool
Provide direction and decision-making support for sport administrators in strategy planning and implementation
Present own discussion and developments in a logical and organised manner through approaches of critical feedback and self-reflection
Engage with peers and/or team members to share and reflect on own development
Navigate through the online learning platform to find assignments, discussion boards, literature, tutorials etc.
- Total Contact Hours: 50
- Supervised Placement & Practice Hours: 20
- Self-Study Hours: 165
- Assessment Hours: 15
- Total Learning Hours of this Module: 250
Module 3 (LW/S/006): HR and Volunteer Management in Sport (10 ECTS)
Human Resources and volunteers are an indispensable resource for some sport organisations, especially ones which do not have the resources to hire paid staff to help them manage and coordinate their activities. Because of the scope and nature of certain sport organisations, volunteers often assume a number of roles of varying importance, and although they are not compensated for their efforts, it is usually expected that a substantial investment in training and retaining them will be made.
Examine critically the role of the Human Resource Management (HRM) function within the contemporary sport organisation
Develop a clear understanding of the role of the HRM function in maintaining an equitable relationship between employer and employee
Have a clear understanding and be able to define the concepts of volunteering and being a volunteer in the world of sport
Explore the impact of volunteering in sport on volunteers, clubs, the community and other important stakeholders
Relate volunteering to their sport and how volunteers can contribute to the development of the actual sport
Identify the abilities and skills that an individual should develop or have to be an effective volunteer
Define the requirements of a systematic volunteer management approach, including training of volunteers and how these are promoted
Describe good practices in the area of validation of non-formal and informal learning within the voluntary experience
Identify the Volunteering Impact Assessment Toolkit (VIAT), including ready-made flexible tools for measuring and assessing volunteering impacts
Critique the volunteering system from the local context
Facilitate and create an appropriate environment for the development of volunteering in sport
Apply a volunteering programme, including volunteer training and ongoing support
Demonstrate the planning of recruitment and retention of volunteers
Present own discussion and developments in a logical and organised manner through approaches of critical feedback and self-reflection
Engage with peers and/or team members to share and reflect on own development
- Total Contact Hours: 50
- Supervised Placement & Practice Hours: 20
- Self-Study Hours: 165
- Assessment Hours: 15
- Total Learning Hours of this Module: 250
Module 4 (LW/S/007): Sport Marketing and Sponsorship (10 ECTS)
Marketing is at the heart of everything that happens in sport; whether it is the format of a competition, what consumers want from that specific sport, how media rights are sold to television companies or what forms of merchandise are created, good marketing underpins all of the decisions that are made. The essence of marketing in a sport organisation is therefore to match and reconcile the demands of the marketplace with the resources and competence that the organisation holds.
Marketing is the process of planning and developing products and services to satisfy organisational goals. Sport organisations primarily offer images, values, ideas and services rather than products, which makes the marketing of sport quite unique as they need to achieve both commercial and social objectives. Therefore, this study unit will consider the products and services that sport organisations have to offer within a specific context and highlights a number of regulations that they have to abide to. Secondly, it will assess stakeholder expectations in relation to the services provided by the sport organisation and how to enhance these. Methods and tools for improving communication campaigns targeting specific stakeholders will also be presented.
Sponsorship will be introduced as a marketing strategy that pursues commercial objectives, exploiting the direct association between the commercial entity’s brand or product with those of the sport organisation’s. Finally, the strategic marketing process will provide information on how to get into an attractive position in the marketplace.
Analyse the relevance of a sport organisation’s services in relation to its stakeholder requirements
Ensure the quality of services (both tangible and intangible) by being aware of stakeholder expectations
Manage effective communication campaigns
Develop marketing goals and objectives
Target potential sponsors according to potential fit with their sport organisation
Structure a sponsorship package in order to provide a return on investment to the sponsor
Develop a range of sponsorship packages that can be customized to the needs of the sponsor
Define marketing and sport marketing
Understand unique aspects of sport marketing
Understand consumer demographics and psychographics information
Understand the process of developing marketing goals and objectives
Understand the segmentation process and identification of target markets
Demonstrate effective verbal and communication skills through the development of communication campaigns
Demonstrate research and analytical skills by conducting market research
Operate efficiently and respectfully with others who have different responsibilities, backgrounds, objectives and areas of expertise for team presentations
Compose a sport marketing proposal
Present own discussion and developments in a logical and organised manner through approaches of critical feedback and self-reflection
Engage with peers and/or team members to share and reflect on own development
- Total Contact Hours: 50
- Supervised Placement & Practice Hours: 20
- Self-Study Hours: 165
- Assessment Hours: 15
- Total Learning Hours of this Module: 250
Module 5 (LW/S/008): Communications and the Media (10 ECTS)
This study unit approaches the communications field by initially focusing on the critical role that internal communication can play within a sport organisation. It emphasises that the success of external communication is often dependent on first getting your internal communications environment in good order. The next section then builds on this by examining the area of external communication and developing good communications strategy in practice.
One of the central components within the communications mix is of course the media. Thus, the second half of this study unit looks at the practical aspects of media operations and the growing role social media can play in a sport organisation’s strategic thinking. The media industry has changed; increasingly we live in a 24/7 ‘always on’ media news culture; the speed at which information flows has never been greater, media are more mobile, there is more user generated content (UGC) and communication is potentially global in terms of digital and web based communication.
Sport managers need to recognise that this mediated age, offers both challenges and opportunities to their respective organisation.
Describe and distinguish differences in various sport events with respect to media coverage
Understand fundamentals of the historical and contemporary issues in sport media professions
Develop a theoretical, historical and practical understanding of the relationship of media and sport organisations
Assess tools that sport managers utilise to develop crisis communication strategies
Identify, analyse and discuss ethical issues faced in sport media
Understand the significant ethical and social responsibilities that come with being a professional communicator
Develop the social and technical skills necessary to create professional and effective sports communication
Write a press release before or after a sport match for the event organiser
Write an article for a mainstream newspaper
Write a match report and get it published on social media
Present own discussion and developments in a logical and organised manner through approaches of critical feedback and self-reflection
Engage with peers and/or team members to share and reflect on own development
- Total Contact Hours: 50
- Supervised Placement & Practice Hours: 20
- Self-Study Hours: 165
- Assessment Hours: 15
- Total Learning Hours of this Module: 250
Module 6 (LW/S/009): Event Management (10 ECTS)
Sporting events are much more than just competitions between teams and players, they can forge an identity and create solidarity, bringing people together, giving them a sense of belonging and contributing to the development of the host region. They have a short and long-term impact. Years of preparation are required to produce a few days of sporting celebration, but these few days can continue to have an impact over more than a generation! Over the last decade, local sport organisations such as the Malta Football Association, Malta Shooting Sports Federation and Amateur Swimming Association have had increasing opportunities to host international competitions / tournaments and this trend will continue to manifest itself as sport becomes more popular.
Sport events in particular have special characteristics which make their management quite peculiar. These characteristics are underlined in this study-unit as it is essential that sporting events are well-organised by the sporting body and well-attended by the stakeholders in order to optimise ticket sales, broadcasting rights and sponsorships, as well as strengthen its public image! Sport events require a large quantity of materials, amenities and facilities such as the sport zone where the actual event takes place. Event organisers should have full and complete authority within this space; however in order to mobilise this zone, organisers must pay attention to the contractual obligations governing the loan or rental of premises. Ideally, sport event organisers should ensure that the environment is not negatively affected and that there is a legacy that is beneficial to the local community.
Be familiar with the processes in designing, planning, staging and evaluating sport events
Introduce students to a range of local sporting events and increase their knowledge and competency base in the field of event management
Apply principles and practices of project management and effective teamwork to a local sporting event
Identify the main phases involved in organising the sporting event
Define the main tasks involved in running the event
Develop an appropriate operational framework for the event
Identify and manage the human resources needed to organise the sporting event
Plan and organise sports events in various settings including clubs and the community
Demonstrate leadership skills, effective teamwork, initiative and problem solving in the sport event management process
Present own discussion and developments in a logical and organised manner through approaches of critical feedback and self-reflection
Engage with peers and/or team members to share and reflect on own development
- Total Contact Hours: 50
- Supervised Placement & Practice Hours: 20
- Self-Study Hours: 165
- Assessment Hours: 15
- Total Learning Hours of this Module: 250
Entry Requirements
Entry requirements for this course are as follows: • Be in possession of Minimum Level 4 certification from a recognised local or foreign awarding body, or; • A-level standard of education or; • have at least 5 years-experience in a management position. • Have a good command of oral and written communication in English with a level of proficiency in English equivalent to at least IELTS Level 6. Candidates may be applying for recognition for prior learning (RPL) for up to 40% of the total credits of the award. The Maturity Clause will also apply for those over 23 years of age, but such prospective students will be required to go through an interview. Those candidates who have a foreign qualification which they believe is an equivalent to an MQF Level 4 must get their qualification validated through MQRIC at MFHEA. |