Sports Management: Business Principles in Sport

Online Short Course

From the University of Cape Town (UCT) in collaboration with GetSmarter.

Develop the core business and soft skills required to thrive in the sports industry.
Register now

The Sports Management: Business Principles in Sport online short course from the University of Cape Town (UCT) will provide you with the theoretical, structural, and practical facets of the industry to effectively manage the people and organisations within it. Develop the skills to address real-world challenges in the sports sector.

You qualify for a 15% discount on this course. Use the code COACH15 when you register to claim your savings.

Who is this course for?

  • Professionals working in the sports industry who want to validate their business acumen
  • Anyone interested in entering the sports industry with a foundation of business knowledge and industry insight
  • Entrepreneurs looking to the sports industry for their potential next venture

ZAR 11,900 (South African Rands)

Course Includes:

  • 8 weeks, excluding 1 week orientation
  • 8–10 hours of self-paced learning per week, entirely online
  • No prerequisites
  • Certificate of completion
  • English
  • 15% CoachED discount coupon code: COACH15
Find out more
Register now


Module 1

An introduction to sports management

Learn about the history, development, and unique role of sport and sports management in society.

Module 2

Understanding different sport sectors

Understanding the different sectors within sport and how they coexist.

Module 3

Foundational business principles for sports management

Learn about key business principles, sportsmanship, and ethics.

Module 4

Legislation, policy, and governance

Learn about policies, legislation, and governance in the sports management sector.

Module 5

Communication and stakeholder management

Learn how to engage in stakeholder management and relationship building.

Module 6

Marketing and resource management

Learn how to leverage marketing and resources in sports management.

Module 7

Performance management for organisations and teams

Discover how to manage individuals, teams, and organisations.

Module 8

The future of sport

Learn about trends, technology, and data management in the sports context.

GetSmarter Dr David Maralack

Your Course Convenor

Dr David Maralack

Senior Lecturer, Faculty of Commerce, UCT

Dr Maralack is a convenor for the postgraduate diploma in sport management at UCT. He has a long history in sport participation, management, and administration, and is a community sports development practitioner.

Maralack is an active researcher in event planning, monitoring and evaluation, training, sport policy, and sport governance, alongside other disciplines. Among his accolades are a PhD from the University of Minnesota and a master’s degree from University College London.

Over the years, Maralack has held a number of notable positions in both the sports and academic fields.


“The course was very well structured and laid out, each module set a clear agenda for what the topic for that module would be and what it would cover. The course incorporated all types of learning which ensured I was able to absorb as much information as possible. The timescales given were spot on and the support staff were very helpful. I would highly recommend taking this course.”

Riyaad Henry | Head Cricket Coach, Ferguslie Cricket Club

“Approaching the course was very daunting, as it has been years since I had to put in the hours for academic purposes. I was soon put at ease as the content and support was clear and felt comfortable throughout the whole process. The topics were pertinent to Sports Management and I will be taking the tools that were learnt throughout the course in my sports context.”

Bradlyn Stuurman | Project Manager, Sporting Chance

“I really enjoyed the content in the vast majority of the modules. The online portal is very easy to use. My understanding of the sports world has been enhanced and my motivation to get involved increased. This course inspired me to create the page I wrote my business plan on. The course operators were engaging and invested in our success.”

Samuel Edward Kelly | Sports Write, The Benched Starter

Sports Management: Business Principles in Sport

From the University of Cape Town (UCT) in collaboration with GetSmarter.