Degree level and field of study

Master’s degree (EQF 7), Business, administration and law

Starting group code


Forms of study

Part-time studies

The programme can be completed in approximately three years of part-time study through intensive periods from September to November and February to April.

Structure of studies in Peppi

Individual courses

Contact information

Ahonen Aila

Ahonen Aila

Lehtori, Senior Lecturer
Liiketalous, Business Administration
Liiketoiminta, School of Business
Näytä lisää


The principal focus of this part-time sport business management programme is to enable the student to develop their professional skills, innovate new ideas, solve complex business problems, develop sport organisations, and explore new business opportunities in the field of sport. The programme is for those, who after working some time in sport business industry, want to take their careers forward and upgrade their competences.

The programme has three compulsory modules: 30 ECTS Sport business management module, 10 ECTS Management module, 10 ECTS Research and development module and 30 ECTS Master's thesis. Studies in the sport business management module focus to enable you to extend your knowledge in the area of international sport business, create new business solutions to develop sport organisations, understand the financial issues in sport business, learn to market effectively and improve your personal skills in working within the sport industry. Students create and implement new business development projects and execute management tasks in sport business context. Studies in the research and development module aim to increase students' competences in identifying research problems and applying suitable research methods for creative problem solving in the workplace. The research and development module also prepares students' to complete their Master's thesis.

In addition to above, students accomplish 10 ECTS elective studies. They can be chosen from a variety of business courses offered in JAMK. They can also participate in one of our study abroad tours such as the leadership programme in Silicon Valley, European Association for Sport Management (EASM) Summer School or EASM Student Seminar and Conference.

Key learning outcomes

Strategic sport management competence. The student is able to manage knowledge, people and lead organization for competitive advantage within complex field of sport. The student is able to develop, implement and measure strategies, create new customer-oriented projects and activities both in sustainable and economical manner.

Strategic sport marketing competence. The student understands this core of marketing in sport sector, is able to think critically, has good analytical skills to understand multiple interconnected systems and digital integration within sport industry. The students understands the concept of sport business intelligence in developing sport organisations.

Professional growth and know-how

The 90 ECTS programme is designed as obligatory advanced professional studies and optional studies (see Figure 1). The professional studies include the 30 ECTS sport business management module (as Sport Business Expert competence) and the 20 ECTS Management module. Courses in the sport business management module aim to develop students' competences in strategic management, and the courses in the research and development module aim to develop students' innovation competences and skills in knowledge management. Student can take 10 ECTS of elective studies from available master level courses, and can choose the topic for the obligatory 30 ECTS master's thesis. In making the personal learning plans student is provided with personal supervision and guidance at master thesis seminars.

Curriculum of Master's Degree Programme in Sport Business Management 90 ECTS

Figure 1. The structure of studies in Master's Degree Programme in Sport Business Management.

Every course must be completed in no more than two full semesters from the start thereof. The exception is for the thesis as well as for extensive courses completed in a number of semesters. If a course is not completed, the student shall re-start it.

In the first contact lesson of a course, the learning outcomes and the content of the course, the different procedures and evaluation criteria are reviewed. In addition, a potential examination date is agreed upon (the immediate performance time) and the course completion date is announced, after which attempts are no longer accepted. Students have the opportunity to try the completion of a course a total of three times: during the immediate performance time for the course or in two specially determined re-examination times.

Working life cooperation and learning

Study modules are closely related to sports industry and the student have the possibility to combine her/his current work in sport organisation into the study assignments. The master's thesis is done in co-operation with a selected sport organisation.


The Prior Learning Recognition Procedures are described in the Degree Regulations and the Study Guide. Students also have alternative study options available to them in partner universities (e.g. other universities of applied sciences and universities as well as EduFutura) and in open online study portals (CampusOnline).


Being awarded a Master’s degree certificate requires the student to complete the studies of the degree programme within his/her study period in accordance with his/her Personal Learning Plan. Further information in the Degree Regulations.

Degree-related qualifications

There are no specific degree-related or statutory qualification requirements in the field.

Professional profiles of graduates with examples

The students are able to carry out managerial duties in demanding development projects in rapid changing business environment. They are able to manage strategic, modern customer centric and knowledge based duties in organisations operating both in domestic and global markets as well as can act as growth-oriented and innovative entrepreneurs.

Further studies

The master's degree of the university of applied sciences is a Master's degree of a University. The graduate may get the opportunity to continue their studies in the scientific or artistic studies of universities (§ 37/558/2009). Students can also continue for example by applying for the corresponding follow-up training programs at foreign universities. A university of applied sciences also provides opportunities for continuing education in the form of specialisation studies, open studies, online study portal (CampusOnline) and working life-based continuing education.


​Educational planning in Sport Business Management Master's degree is based on a survey conducted in 2017 within Sports organisations around Finland. The respondents evaluated the present need for education in various fields and identified the future know-how needs in different sport management sectors.

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