Master’s Years 1 & 2 Sports and Leisure Marketing (MSL)

Discover the different training courses offered by MOMA

The Master’s degree in Sports and Leisure Marketing (MSL) offers specialization in marketing, digital marketing and artificial intelligence in the sports, leisure and tourism sectors.

The Master 2 is closely connected to the local economic ecosystem and industry (SMEs, equipment manufacturers, event agencies, start-ups and incubators). A strong focus on professionalization ensures that the program is closely aligned with the reality in the field through a network of academic and professional contributors, as well as company visits, events and tutored projects. This master’s program has developed numerous partnerships with local, national and international players. The Occitanie region is distinguished by a high concentration of professional sports clubs, advanced equipment, innovative start-ups in the field of sport and a wide range of sports and leisure activities, both on the Mediterranean coast and in the mountains, throughout the region and the country.

Please note: the first year of the master’s program is not available on a work-study basis.

Why choose this Master?

A specialization in digital technology, artificial intelligence and innovation
A diverse faculty composed of academics and professionals
A strong professional focus on real-world applications and the local economic landscape (microbusinesses, SMEs, equipment manufacturers, event agencies, start-ups and incubators)
Constant exchanges with the professional world
A selective program limited to 20 students per class
Professional projects (market research, event organization, development of a marketing strategy, digital and/or communication strategies, etc.)
Visits to companies, events, participation in challenges, etc.
A 4 to 6 month internship.

Duration
Certification
Level
Location

Campus Richter, Montpellier
ECTS credits

300 crédits

Who is this for?

The master’s degree MSL is ideal for people who want to specialize in marketing & digital marketing, change management with Artificial Intelligence and management and strategy in the sports, leisure and tourism sectors.

This program enables students to acquire essential skills in digital communication, AI, event management, innovative product development, sports marketing and social media management, in order to meet the current challenges of these dynamic sectors.

Application requirements

The Master 1 & 2 Sports and Leisure Marketing (MSL) is one of the master’s degrees in the field of Marketing & Sales. Students can join this program in the first or second year.

The Master 1 is open to students who hold a bachelor’s degree in management, economics, etc. (bachelor’s degree, BUT, business school, or equivalent) validated by the completion of 180 ECTS credits.

The Master 2 is open to:

students who have completed the M1 Sports and Leisure Marketing (MSL) at Montpellier Management (no application or interview required)
those who hold a four-year degree in management, economics, etc. (Master’s degree, business school or equivalent) validated by obtaining 240 ECTS credits
professionals with proven experience in the field (VAE, VAPP).

Selection is based on an application and an interview.

Foreign students who are not members of the European Union and do not have a French degree must first submit an application to CAMPUS France. Applications will only be reviewed once this formality has been completed.

If you are enrolled in continuing education, please visit this page.

Duration and rythm

The master’s program lasts two years, from M1 to M2. Students can enter the master’s program in the first or second year.

Objectives

The master’s program is designed to train specialists in sports, leisure and tourism marketing. Every effort is made to prepare them for a quick entry into the workforce.

After acquiring fundamental knowledge in marketing, courses are dedicated to the specificities of the sports, leisure and tourism sectors, with a focus on social media (SMO & SMA), Generative Artificial Intelligence, Ads (SEA), digital and visibility strategies (SEO, GEO and AEO), innovation and development of new products and services, brands, digital communication for professional clubs, events, communication, partnerships with professional networks, new perspectives on governance, visual brand identity, e-sports, health and fitness and responsible management. These are complemented by courses that enable students to master the techniques, tools, performance indicators and methodologies used by professionals in the sector, as well as through the acquisition of real professional experience (work-study programs, apprenticeships, professional projects, and internships).

Program

SEMESTRE 1 (30 ECTS)

UE1 – Élaborer/Formaliser une stratégie marketing (12 ECTS)

Management stratégique (3 ECTS)
Marketing stratégique (5 ECTS)
Culture numérique (4 ECTS)

UE2 – Développer des insights marchés (13 ECTS)

Comportement du consommateur (5 ECTS)
Méthodes Qualitatives (4 ECTS)
Méthodes Quantitatives (4 ECTS)

UE3 – Maîtriser son environnement marketing et commercial (5 ECTS)

Droit du marketing (3 ECTS)
Anglais des affaires (2 ECTS)

SEMESTRE 2 (30 ECTS)

UE4 – Développer la relation client multicanale (5 ECTS)

Stratégie client (3 ECTS)
Management des équipes marketing et commerciales (1 ECTS)
Distribution et merchandising (1 ECTS)

UE5 – Opérationnaliser sa stratégie marketing (6 ECTS)

Brand management (cours en anglais) (3 ECTS)
Techniques de segmentation et de positionnement (1 ECTS)
Outils du marketing digital (2 ECTS)

UE6 – Mettre en œuvre une stratégie de développement en sport, loisir et tourisme (9 ECTS)

Marketing des clubs sportifs et collectivités territoriales (3 ECTS)
Management des clubs, ligues & structures de sport et loisirs (3 ECTS)
Innovation sport et santé (3 ECTS)

UE7 – S’intégrer dans la vie professionnelle (10 ECTS)

Séminaire transversal 2 – conférences professionnelles (1 ECTS)
Projet professionnel : Challenge et serious game (1 ECTS)
Anglais des affaires (2 ECTS)
Mémoire (de stage/de recherche) (6 ECTS)

UE Facultatives

Sport
Engagement étudiant

SEMESTRE 1 (30 ECTS)

UE1 – Maitriser les enjeux pratiques, théoriques et éthiques du marketing et de la communication (9 ECTS)

Méthodologies d’étude et de recherche approfondies (3 ECTS)
Nouvelles perspectives de recherche en marketing (4 ECTS)
Séminaire transversal 3 – Ethique et responsabilité professionnelle (2 ECTS)

UE2 – Formuler et opérationnaliser sa stratégie marketing et digitale (8 ECTS)

Économie du sport, réseaux professionnels et animation territoriale (2 ECTS)
Stratégies marketing et digitale pour les produits et services et évènement en sport, loisir et tourisme (4 ECTS)
Nouvelles perspectives de gouvernance du sport et du tourisme (niveau 2) (2 ECTS)

UE3 – Maîtriser les outils de la communication digitale (13 ECTS)

Projet de développement web (4 ECTS)
Communication digitale, social média et infographie (niveau 2) (2 ECTS)
Accroître la visibilité de ses contenus et savoir évaluer les KPI (3 ECTS)
Maquette/prototype interactive, UX/UI design, identité visuelle de marque (4 ECTS)

SEMESTRE 2 (30 ECTS)

UE4 – Développer sa créativité / de nouveaux produits et gérer sa réputation (10 ECTS)

Nouvelle tendance, créativité & développement de nouveaux produits en sport, loisirs et tourisme (3 ECTS)
Création, distribution et commercialisation de produits et services innovants en sport, loisir et tourisme (2 ECTS)
E-reputation, personal branding, organisation de sa veille et production de contenu (2 ECTS)
Community Management en sport, loisirs et tourisme (3 ECTS)

UE5 – Acquérir des connaissances sur son environnement (niveau 2) (8 ECTS)

Développement et financement projet innovant pour les entreprises, associations et clubs sportifs (2 ECTS)
Environnement juridique, fiscal / social des entreprises et associations sportives (3 ECTS)
Management responsable et sport santé (3 ECTS)

UE6 – S’intégrer dans la vie professionnelle (12 ECTS)

Projet Professionnel : gestion de projet (5 ECTS)
Stage et Mémoire de fin d’études (7 ECTS)

UE Facultatives

Sport
Engagement étudiant

Access conditions

To apply for a Master 1, go to Mon Master website.

To apply for a Master 2, go to E-Candidat website.

To find out the application periods and access the website, click on the red “Apply” button.

Tuition fees

For students who do not receive scholarships, the registration fees are as follows:

Master’s degree: €254 for the 2025/2026 academic year (this fee includes diploma fees, tuition fees, and university library membership).

For students receiving scholarships who provide proof of conditional notification at the time of registration, no registration fees will be charged. The CROUS will pay the registration fees owed to the institution through the scholarships allocated to the student.

In addition, all students enrolled in initial training at a higher education institution must pay the Student and Campus Contribution (CVEC) before registering. This can be done online at cvec.etudiant.gouv.fr.

Additional informations

Accessibility / Disability

A disability representative is there to welcome you, provide you with information and implement a certain number of arrangements to facilitate your studies and reduce the disability situations you may encounter.

Teaching methods

At Montpellier Management, more than 50 teacher-researchers and 600 external speakers transmit their knowledge to our students, combining academic knowledge and field experience.

Evaluation methods

Student assessment is based on a system of partials and continuous assessment, combining individual and group projects, thus guaranteeing the progressive acquisition of the skills necessary to obtain a state diploma.

Training place

The training takes place at Montpellier Management, Espace Richter, rue Vendémiaire, 34960 Montpellier.