This 36-credit program offers pre-recorded online courses, allowing you to learn on your own schedule. The degree can be completed within two years by taking two courses at a time. Each course is seven weeks long, with the exception of an optional internship which can last up to 16 weeks and account for as many as 6 credits toward your degree.

As a student in the program, you’ll choose between two specializations—sport marketing and collegiate athletic administration. Both provide an engaging, in-depth curriculum and an experiential classroom environment in a convenient online setting. An optional internship can give you the chance to take advantage of Adelphi’s nationwide industry relationships by working at a professional sport organization, collegiate athletic department or nonprofit.

The online MS in Sport Management curriculum offers:

  • A focus on sport marketing, public relations, mass media and emerging technologies
  • Experiential learning in market analysis, budget preparation and business management
  • Definitive sport management career planning and networking
  • Distinguished faculty members with global connections to the major sport organizations
  • An engaging, interactive online learning environment
  • Options for pursuing hands-on experience in an internship

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Online Sport Management Foundation Courses (6 credits)

A general overview of the application of management theory to athletics and sports organizations and an introduction to problems in sports management.

This course challenges students to question relevant topics of discourse in sport management. Students develop further understanding of research processes: specifically how to frame questions, search for existing answers and interpret qualitative and quantitative research. Several topics examined include leadership development, management practices, marketing research, strategic development and organizational performance.

Online Sport Management Core Courses (12 credits)

Students explore and further develop competence utilizing technology and software programs demanded in sport management careers. The course design also aims to assist students to discover how the utilization of numerous information technologies within the sport industry is transforming the way managers conduct administration and marketing of sport business operations.

Prerequisites: SMP 632 & SMP 660

Students gain an in-depth understanding of the structure and management of sport organizations. Establishing performance goals for employees and methods utilized to evaluate employee performance are a primary focus of the course. Another fundamental emphasis within the course will be aimed toward measuring individual, unit and organizational effectiveness and efficiency.

Students will examine the character and position of sport business administration within a global marketplace. Specifically, students analyze administrative strategies utilized to resolve prevalent issues in amateur, youth, interscholastic, intercollegiate and professional athletics in diverse environments.

The students will examine sport products and marketing strategies in the contemporary sport industry, analyze marketing strategies to understand how sport marketing practitioners effectively advance and increase visibility of various sport products, and market other products through sport.

You may complete a general track or choose from two specializations. The general track allows you to choose any five classes listed under each specialization. Each specialization area consists of five classes (15 credit hours) that delve into new and creative aspects in Sport Marketing and Athletic Administration.

Collegiate Athletic Administration Specialization Courses (15 credits)

Students will study all aspects of collegiate intramural and recreation supervision with an emphasis on the various delivery systems as well as management issues. Focus on the learning experience is to provide opportunities for developing practical skills for effective organization and administration of contemporary intramural and recreational programs.

Prerequisites: SMP 632, SMP 633 and SMP 660

This course aims to inform students of the principles and practices of planning, funding and managing sport events and facilities. Students are introduced to administrative, supportive and maintenance services unique to the operation and organization of event and facility management within the sport industry.

Student experience will focus on ways to build relationships and convey strategic messages to all sports-related constituencies. Techniques discussed will include all forms of communication, such as, but not limited to, news releases, news conferences, television and radio broadcasts, conference calls, the internet, advertising, direct marketing, printed publications and video.

Prerequisites: SMP 632 & SMP 660

A general overview of sport law and athletic compliance for the collegiate administrator or coach. Students gain knowledge of the variety of state and national laws applying to sports as well as athletic compliance and the current operating bylaws.

Application of administrative theory to problems in intercollegiate and interscholastic athletics including budgeting, facility management, personal relations, marketing, personnel management, Title IX and ethical concerns.

Sport Marketing Specialization Courses (15 credits)

Students will be introduced to the concepts, techniques, research and tactics within promotion, advertising and sales management relevant to the sports industry. The course will also inform students how to develop and utilize evaluation tools for the purpose of measuring the effectiveness of advertising, incentive programs and promotion campaigns (in sports promotion).

Prerequisites: SMP 632 & SMP 660

The course is designed to provide students with a working knowledge of public relations in sport industry through an examination of the requisite techniques and writing skills. Additionally students will learn how public relations fit into the overall business process of promotion and marketing.

Prerequisites: SMP 632 & SMP 660

The students will expand upon introductory sport licensing and merchandising through topics such as sport product lifestyle, licensing programs, product development, fashion forecasting, line planning, sourcing, pricing/markdowns, vendor relations and planning and allocation.

Prerequisite: SMP 632 & SMP 633

Students will focus on ways to achieve corporate marketing objectives by incorporating sponsorships and sales promotion activities into an integrated communications plan. Promotional mix strategies to cost-effectively leverage sponsorships will also be discussed.

Prerequisites: SMP 632 & SMP 633

Students develop understanding of the importance of brand equity as well as how to build, measure and manage brand equity within sport management. Topics will include understanding brands from the customer’s perspective, building brand equity, measuring brand equity, leveraging brand equity, managing brand portfolios and long-term sport brand management.

Prerequisites: SMP 632 & SMP 633

Online Sport Management Capstone Courses (Choose One)

Supervised field experience.

Comprehensive investigation of an area of special interest.