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INTERNATIONAL SPORTS, MANAGEMENT AND BUSINESS Once every four years the world “stops”; it stops because the Summer Olympics are taking place and every person on earth is glued to their television set and/or computer to keep an eye on their country’s athletes and their successes. When one speaks sport, one speaks a global language.

The Hogeschool van Amsterdam, University of Applied Sciences has taken the initiative to develop an “International Sports, Management and Business” (ISMB) bachelor programme because the world of sport is globalizing. Future sport managers need to be geared to manage, plan, organize, implement and evaluate sports in an international context. Sport events are broadcasted all over the world, sport sponsoring is a worldwide business and sport plays an important role within societies. For example, in development countries, sport is used as a tool for educational programmes like HIV/ Aids campaigns and in economic upcoming markets (like Brazil, Russia, India and China) sport participation and the value of sport grow tremendously. At the same time, the Netherlands Olympic Committee (supported by the national government) has launched its plans and policies to try to host the Summer Olympics in 2028. As a result of these plans, the city of Amsterdam (and others) are hosting a number of international events.

City marketing through sport is a widely accepted marketing tool and offers job opportunities for our graduates. ISMB is supported by the Netherlands Olympic Committee. International sport federations have also indicated that young professionals with a bachelor’s degree in sports management and business would be a welcome addition to their growing number of staff. International Sports, Management and Business has a unique approach towards teaching sports management and business, because there are not many educational programmes that incorporate sport practice into the curriculum in order for students to learn management skills. ISMB will add intercultural communication skills and cultural knowledge to this mix, which will strengthen future sports managers in their professional careers in sport. Over a period of two years, an international team of experts in sport worked hard to design the curriculum of the International Sports, Management and Business programme. The experts represent four different continents, so the programme

has a global view on sports embedded throughout its curriculum. International Sports, Management and Business looks forward to welcoming you.

THE PROGRAMME Whether you are preparing for a future in middle or upper management in the private or public sectors, or planning to become an entrepreneur and start your own business, as a student of the International Sports, Management and Business programme you are free to explore your own particular interests while following a four-year study programme.


ISMB carries the word ‘international’ in its title because the programme breathes an international scope. Students as well as lecturers represent various countries, the sports that are taught in practise reflect internationally recognized major sports, literature will talk about the world of sport from many different international angles and internships will be outside of the students’ home countries. You will be taught by a team of professionals who are keen to share their experiences of the fast-paced and exciting world of sport. Classes are small, and study is fulltime. Continuous assessment of international events means that courses are geared to the latest developments in their field. The programme has a practical emphasis, and we maintain close contact with organi-

zations and companies. That means you will have ample opportunity to apply what you have learned, whether by working on real business cases or carrying out actual assignments for sport organizations. Companies are also actively involved in planning our curriculum. In addition, the programme includes internships so that you already have real life experience when you graduate, guaranteeing that your education will be perfectly aligned with professional practice.

YOUR PROFILE International Sports, Management and Business is enticing for you if you are passionate about sport, interested in the world of sport, motivated to work hard, curious about other cultures and flexible to adapt to an international surrounding, both inside as well as outside of your education.

GENERAL PROGRAMME The programme is based on five core values, namely: Sustainability, Community, Diversity, Integrity and Excellence. These core values always return in what you will learn at International Sports, Management and Business. The heart of the programme is focussed on general sport management principles, meaning that you learn to plan, organize, lead and evaluate sport. The programme offers three specializations (minors): Sport Development, High Performance Sport and Sport Commerce. These specializations are offered because they encompass the entire world of sports. Sport Development is about making sure that as many people as possible play and enjoy sports. High Performance Sport is centred around elite athletes and elite sport. In this specialization (minor), you will learn to organize sport and sport events in such a way that elite athletes can become champions. In Sport Commerce you learn to create new ideas, acquire the necessary funds and run new, exciting, original sport events, both for mass participation as well as elite sport purposes.

DETAILED CURRICULUM INFORMATION FIRST YEAR The first year of the programme is focussed on orientation and operations. You will be introduced to sport and orientate yourself on the three aspects of sport, being Sport Development, High Performance Sport and Sport Commerce. The core values of the programme are embedded through cases and questions like: Do I belong to a (sport) community? Am I able to cooperate with people free of judgement? Should new sport facilities be built when an international sport event takes place? Courses that are offered in the first year are for example Intercultural Communication, Sport & Culture, Sport Management, Economics, Marketing, Finance and Management & Organization. You will practise the following sports in your first year of study: Team sports (football, basketball, cricket and rugby), Outdoor sports (mountain biking, canoeing, archery and climbing), Racket sports (tennis and badminton), Endurance sports (swimming, cycling and running), Individual sports (athletics and gymnastics), Martial Arts, Fitness and Rhythmic sports. The practise of sport is used to teach managerial skills, personal skills and cultural diversity. International Sports, Management and Business is a programme that combines theory with practise, so in the first year, you will go on two field trips to European cities (eg. Brussels, Berlin or Paris) to observe and orientate yourself on how sports are



organized in that particular city. These field trips are the internships of the first year programme.

SECOND YEAR The second year of the programme is centred around analysis and development. You will learn to do research, write policy plans, set up human resource plans and learn about sports and media. The core values of the programme come forward through cases like dealing with diversity in practising management skills such as job interviewing, work ethics and doing business or by comparing sport policy from various national governments. Courses that are offered in the second year are for example Sport & Society, Sport Policy, Sport Law, Sport Economics, Sport Marketing and Sport & Media. Sport practise is also part of the second year programme, but you will only practise half of the sports mentioned in the first year. For a period of ten

weeks, you will go on an internship. These ten weeks are meant to be spent outside your home country and the internship should have an international assignment. The internship needs to be focussed on one of the three aspects of sport; Sport Development, High Performance Sport or Sport Commerce.

THIRD YEAR In the third year of the programme you are taught to become an entrepreneur. You will learn to set up your own business. You will be challenged to think out of the box and create new, exciting businesses. If you would like to become an entrepreneur yourself, you will be enabled to “live your dream� and to set up your own business in real life as your internship. The theoretical foundation of setting up a business is covered by subjects such as Finance, Marketing, Economics, Accounting and Research. You further your knowledge

Maarten (23) student at the Dutch Sports, Management and Business thinks students from abroad will have a great time at the new international version of the study. “Studying abroad really helps your development as a person. It is not only that you extend your knowledge in international sports management. You’re getting trained in another language, you’re getting familiar with other cultures which helps you in your personal development. Amsterdam is a beautiful city to study and the Hogeschool van Amsterdam offers the best education in the Netherlands for Sports Management. The Dutch sport culture is well organized and although the Netherlands are a small country, we have great international ambitions. With the bid for The Olympic Games in 2028 there is much going on.”

also in Sport Policy, Sport & Media and Sport Law. For a period of fifteen weeks, you will perform an internship at an international sport organization anywhere in the world.

FOURTH YEAR In the final year of the programme, you choose your specialization. Each student chooses either Sport Development, High Performance Sport or Sport Commerce. Each of the specializations covers half a year of study (30 ECTS). The other half of the year, you will graduate with a graduation project of 20 weeks in an international sport organization connected to your chosen specialization. So, if you have chosen High Performance Sport as a specialization you may graduate on a project at an international sport event. If you have chosen Sport Development you may graduate on a project in a developing

country where sport is used as a tool for developmental purposes. And if you have focussed on Sport Commerce you might be graduating on the launch of an entirely new sport product or service.

YOUR FUTURE CAREER Due to the increasing globalization of the markets, the demand for internationallyoriented sport managers is constantly growing. Graduates with an all-round knowledge of the world of sport will have a wide choice of careers. You can get started in numerous positions with sport companies and sport organizations that operate internationally, such as international sport federations, international sport umbrella organizations, sporting goods companies, sport market research agencies, sport development organizations and sport management consultancy firms. Of course, you may also choose to start your own sport business.


HOGESCHOOL VAN AMSTERDAM, UNIVERSITY OF APPLIED SCIENCES International Sports, Management and Business is one of the many bachelor degree programmes offered by The Hogeschool van Amsterdam (HvA), University of Applied Sciences. The HvA is dedicated to providing professional, innovative and international education to its students. Focusing on its students’ needs, its practice-based teaching gives the students a solid foundation on which to build their future careers. The Hogeschool van Amsterdam, University of Applied Sciences is one of the Netherlands’ largest institutes for higher education with more than 90 programmes and over 40,000 students. We feel that it is important to discover, encourage and develop talent. Our educational system is practice-oriented and geared towards the students’ personal wishes, talents and ambitions. It is a problem-solving approach that fosters and encourages innovation, individual initiatives and responsibility. In today’s knowledge society, we must

uphold and expand our knowledge base. The HvA prepares its students for a life in which learning never ends. The HvA creates an atmosphere in which students can flourish as independent-minded professionals who take responsibility for their own development and who can, therefore, be the best at what they do in a working environment that is constantly evolving.

SCHOOL OF SPORTS AND NUTRITION: INSPIRING, VITAL AND INVOLVED The School of Sports and Nutrition – with around 2.100 students – is one of the crown jewels of the Hogeschool van Amsterdam, University of Applied Sciences. The School of Sports and Nutrition hosts programmes focused on Sports, Physical Education and Nutrition.


Sports, Management and Business, a Dutch bachelor programme that started in 2002, has developed into a highly valued programme in the Netherlands


International Sports, Management and Business, a brand new bachelor programme, was developed over the past two years.



 utrition and Dietetics, which almost N covers the whole spectrum of nutrition programmes, from dietetics and health promotion to food management, and has been number one on the list of comparable educational programmes in the Netherlands.

The way in which these educational programmes are connected to the professional world is appreciated everywhere. These connections are built via various sport organizations and sport companies, Advisory Councils of the Field of Profession, knowledge and research centers. In cooperation with the Hanze Hogeschool Groningen and the Netherlands Olympic Committee, we also offer the highest trainer/coach education in the Netherlands.

The study programmes at this School have been assessed to be the best of all Schools of the Hogeschool van Amsterdam since 1999. Students and alumni give their School the best grades, programmes are well organized, there are many contact hours and numerous extra-curricular activities like project weeks and a flourishing student association. All programmes within the School of Sports and Nutrition are offered at bachelor’s level.

Furthermore, several projects have been set up in the direct surroundings of the school, for example a collaboration with the Medical Centre of VU University to fight obesity among children and to promote an active lifestyle. Last but not least, the Hogeschool van Amsterdam has agreements with several national and international universities to enable students to enhance their bachelor diploma with a master’s degree.


Physical Education, with a history of more than eighty years.

This degree is internationally recognised and will allow you to apply for master’s programmes in the Netherlands or abroad.



THE VENUE The programmes of the School of Sports and Nutrition are characterized by their own dynamic and original ambience, which you can already feel when approaching the premises on Dr. Meurerlaan in Amsterdam. It breathes activity, health, guts and enthusiasm – inside and outside of the building. People are extensively playing sports and wherever you look you will see students study – on their own and in groups. Everything is aimed at achieving excellent performances. Inside the school and in its proximity, you can find numerous sports fields, gyms, a dojo, a swimming pool, a fitness centre, a multifunctional sports centre, and a park attracting both students and local residents. The architect’s main objective was to unite all the different activities of this department in a dynamic, light and functional building.



 msterdam is a student-friendly city with more than 110,000 students; A There are almost as many bikes as inhabitants in Amsterdam (approx. 750,000); Amsterdam is ranked 13 out of 215 world cities for best quality of living according to the 2010 Quality of Life Survey from international consultancy Mercer. Amsterdam is ranked 8th in terms of city functions among 35 major cities worldwide according to the Global Power City Index 2009.

‘The environment around the School of Sports and Nutrition and the student house is very beautiful. Certainly for people who like to play sports you can almost not find a better place to stay. There is a big lake around which you can run, cycle or skate, there is a big swimming pool and there even is a fitness centre next to the School.’



Amsterdam is a city of many faces. It is a unique historical city, with impressive buildings along the ancient canals and worldfamous cultural attractions, such as the Rijksmuseum and the Van Gogh museum.

As a student, you can try more than 70 different sports and activities at the University Student Sports Centre (USC). There are more than 20 student sport societies that you can join. What’s more, the USC offers students attractive discounts on its membership fees. For more information check

Amsterdam feels like a metropolis, but in fact everything can easily be reached by bike. Amsterdam’s central location, close to Amsterdam Schiphol Airport and the harbour, makes it the ideal gateway to Europe. Brussels, Paris, Madrid, London and Berlin can all be reached within a matter of hours. Many large international companies have their European headquarters in the Netherlands, including Nike, ABN Amro and Sony.

FACILITIES AND ACTIVITIES As a student at the Hogeschool van Amsterdam you will have a generous range of facilities at your disposal. You will have access to an extensive library, wireless network, numerous computer and reading rooms, as well as project spaces where you can work on assignments with your group.


SURVIVAL DUTCH During your studies, you can follow a Survival Dutch course at the Language and Educational Transfer Centre (TSOC). This course is an introduction to Dutch language and culture. There is both an initial as well as an advanced programme in which you can learn your profession’s terminology in Dutch. You can also take the State Examination of Dutch as a Second Language (NT2). For more information check

INTERNATIONAL STUDENT NETWORK (ISN) The HvA closely cooperates with ISN. This student organization (run by students) helps foreign students integrate in the Netherlands, and in Amsterdam in particular. ISN organizes


a general introduction and cultural and social activities, such as excursions and city trips. For more information see and

CREA CREA, the cultural organization of the HvA and the University of Amsterdam, offers students courses and workshops in music, theatre, dance, visual arts, literature and science.

INTERNATIONAL OFFICE All HvA schools have an international office. Students and foreign relations (lecturers and others) can go there with questions about housing, banking issues, visa, residential permits etc. See the website for further information.

ACCOMMODATION International students can apply for furnished accommodation in Amsterdam for the first year of their studies, via independent housing corporations. The School of Sports and Nutrition has reserved a certain number of rooms and apartments for incoming students, but unfortunately cannot guarantee housing for every student. Once you have passed the selection criteria and are admitted into the International Sports, Management and Business programme, we will be able to inform you in more detail about the accommodation.

FINANCIAL MATTERS Students from the European Economic Area (EEA) pay the same tuition fees as Dutch students. Non-EEA students are not eligible for Dutch government subsidies and therefore

need to pay the full costs of the programme. The tuition fees are determined by the Dutch government on an annual basis. To give an indication of the fee: the 2011-2012 full time tuition fee for EEA students was € 1713,-. This fee counts for students who start with their first bachelor degree. Those who studied before, need to contact us for more information about their fee. The tuition fee for nonEEA students was € 7,200. The tuition fee EXCLUDES accommodation and travel costs. In addition to the tuition fee you will need to purchase books, readers, sports equipment and other required items.

SCHOLARSHIP AND GRANTS The Hogeschool van Amsterdam offers the Amsterdam Talents Scholarships (ATS) to outstanding non-EEA students. This scholarship programme is performance-based and will be awarded at the end of every academic year. In order to be eligible for an ATS, a student’s study results have to meet certain pre-specified requirements. Detailed information can be found on For an overview of all scholarships offered by other organisations, see www.studyinholland. nl, or In some cases, the Dutch government offers study grants (for example, ‘studiefinanciering’) to international students. To find out if you are eligible for these grants, please go to

SELECTION AND APPLICATION PROCEDURES Based on the fact that the International Sports, Management and Business programme requires students to practise sports, we have an official selection procedure. The selection procedure consists of a physical assessment, a motivational letter and an interview. We organize specific selection days during which we test applicants on their sports practice skills, have applicants write their motivational letter and interview every applicant for about 15 minutes. This selection day is obligatory for every applicant that is living within a 500 kilometer radius from Amsterdam. The exact dates of the selection days are published on our website: Applicants who live further than 500 kilometre from Amsterdam are required to record their sports practise skills on video and send it to us via youtube. These applicants will write their motivational letter and send it in together with the application form and we will conduct a skype interview in the month of May. For detailed information on this procedure please check our website:

To be admitted to the International Sports, Management and Business programme you need to have completed secondary education on a level equivalent to the Dutch havo, vwo or mbo level 4 diploma. This means that you should have completed secondary education at university entrance level with at least a pass in mathematics, and preferably in economics or business. For example: >> GCSEs with two or more A-levels (UK) >> International Baccalaureate Diploma (International schools, UK and US) >> Abitur or Fachhochschulreife (Germany and Austria) >> BaccalaurĂŠat (France) >> American or Canadian High School Diploma, college preparatory >> Bachelor and master degrees in economic and non-economic fields >> Other equivalent diplomas from accredited secondary education institutions >> Students with a relevant sport (management) diploma in vocational education (four-year college diploma programmes, equivalent to the Dutch MBO) are also eligible. All international diplomas and degrees must be authenticated prior to any application and will be assessed by the Hogeschool van Amsterdam and/or Nuffic.


LANGUAGE PROFICIENCY As English is the language of the International Sports, Management and Business programme, we expect our students to have good English language communication skills (written and verbal). Native speakers, Dutch nationals and applicants who have successfully undertaken secondary or post-secondary courses at an accredited institution where English was the language of instruction, are not required to present any other proof of their English proficiency. From all other non-native applicants we require academic proof of their English level, either by presenting an IELTS test score of 6.0 or higher, or TOEFL 550 paper-based/213 computer-based and 80 internet-based test score. The test must have been taken in the last two years. More information about these tests can be found on or The purpose of the application is to determine whether your

qualifications grant you admission to the ISMB programme. If this is the case, you will receive a formal statement of admission and we will ask you to register at ‘Studielink.’ Before you can begin your studies, you will need to finalise your registration and pay the tuition fee. Make sure that you apply before our deadline: March 1st 2012.

HOW TO APPLY Applicants who wish to apply to the International Sports, Management and Business programme should fill out the application form. You find this form on our website: Please be aware of the fact that you need to send in the form together with a number of documents attached! All required documents are listed on the application form. As a rule you need to send in the following: >> English Curriculum Vitae >> Passport size photo





 ideo with physical assessment results V (only applicable if you are unable to come to our official selection day) A certified copy of your secondary diploma and a list of the marks you obtained – translated into English or Dutch. A clearly legible copy of the pages in your passport that contain your personal data and signature. A copy of a passport that has expired will not be accepted. (If you hold a foreign passport and you already live in the Netherlands, you will also need to include a copy of both sides of your current residence permit. If your residence permit is no longer valid, please submit a copy of the expired card and an official statement from the IND acknowledging that you have applied for an extension). The results of an English language test i.e. TOEFL or IELTS (only for non-native English speakers).

Send your complete application package to: Hogeschool van Amsterdam School of Sports and Nutrition Attention: Student Administration ISMB/ Yvonne Reuvecamp Dr. Meurerlaan 8 1067 SM Amsterdam The Netherlands Or via email: (ONLY for sending in application forms, NOT for questions. Questions can be asked to Karin Kuechler:


Students who are nationals of one of the EEA member states or Switzerland can enter and live in the Netherlands without a visa or residence permit.



S tudents from most non-EEA countries who plan to stay for a period longer than three months are required to obtain a visa in order to enter the Netherlands. This visa is called the MVV - Machtiging tot Voorlopig Verblijf. Once you have been admitted to the programme, the International Office will apply for the MVV on your behalf. On our website you can find full information about the application procedure as well as the forms you need to send. Non-EEA students will also need to apply for a residence permit upon arrival in the Netherlands. The International Office will assist you with the application procedure. For general information about immigration procedures for international students, you can check:

IMPORTANT DATES Please do not forget the deadline for your application if you want to enroll in 2012: March 1st 2012. Our selection day is in the first week of April 2012.

CONTACT For more information we refer to our website: For more information you can contact Karin Kuechler via email: If you wish to meet us, we invite you to come and visit our Open Days, which take place November 5th 2011 and January 21st 2012. Please check the website for the programme.


September 2011, no rights may be derived from the information contained in this brochure.


School of Sports and Nutrition Dr. Meurerlaan 8 1067 SM Amsterdam The Netherlands +31 (0)20 595 3524 E-mail:

International Sports, Management & Business at the Amsterdam University of Applied Sciences, HvA  
International Sports, Management & Business at the Amsterdam University of Applied Sciences, HvA  

International Sports, Management & Business at the Amsterdam University of Applied Sciences, Hogeschool van Amsterdam, HvA, dept. "School of...