The aim of this study is to examine the state of marketing in the sphere of physical culture and sport and develop methodological foundations of sports and health services marketing on its basis. In the study we adhere to the following philosophical and pedagogical strategies--methodological principles: axiological, humanistic and synergistic principles. They allow to build in a new way, substantially correct professional-personal philosophy of creative self-realization of a modern specialist in the sphere of physical culture and sports. In this article, upon a comprehensive study of the philosophical, psychological-pedagogical and methodological literature, the content analysis of the main category "marketing" has been conducted. The content analysis summarizes the ideas of foreign and Kazakh scientists-researchers in this sphere and the content of the concept "marketing". The authors of the research propose a developed technique of a special course "Sports and Health Services Marketing in Kazakhstan and Abroad", designed both for students majoring in "Physical Culture and Sports" and for coaches, organizers, and specialists working in the sphere of physical culture and sports. The aim of the course is to teach to use developments of positioning of the physical culture and sports industry product with the aim of achieving and maintaining the consumer market that generates profits, as well as to be able to use the information in a manager's work, to be able to conduct marketing research and make the analysis of its results.