Graduate Certificate in Sport and Entertainment Business




The Sport and Entertainment industries are critical pieces of our economy, with billions of dollars being generated every year. It should come as no surprise, then, that it is also a rapidly growing and fiercely competitive field. This online graduate certification is intended for students who wish to work with athletic organizations, athletes and entertainers, and world-class facilities in positions of influence.

Earn your MBA in Sport and Entertainment by adding an additional 24 credits. Within 5 years of beginning the certificate program, students have the option to earn their MBA by applying to the program and completing the 24-credit core requirement.

Area of Study Business
Next Start Date Start Anytime




Total Cost


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Goals / Objectives

  • Knowledge of marketing tools to build or integrate a comprehensive Brand and Social Media strategy
  • Solid context for understanding a global perspective on Sport and Entertainment activation and management
  • Familiarity with the challenges specific to hospitality and event management, sponsorship, sales, and marketing strategies

Career Outlook

Sort and Entertainment Business

641/941 required, 4 additional courses (12 credits) chosen from the list below:

Global Perspectives of Sport and Entertainment Management (MBA 641/941) - Credits: 3

Course Description

The purpose of this course is to create an awareness and understanding of the issues prevalent in the sport/entertainment business industry today while providing various perspectives and developing possible solutions. Sport/entertainment contemporary business issues will be studied and are intended to evoke critical discussions relative to the nuances of this vastly growing global industry. Specific functions of management such as decision making, conflict resolution, and compliance within the realm of the sport/entertainment industry will be discussed and debated. The course will emphasize the impact of international marketing and branding, societal implications, import/export strategies, considerations of host city bid process, and the globalization of sport/entertainment properties.
Contemporary Principles of Hospitality & Event Management (MBA 642/942) - Credits: 3

Course Description

This course focuses on the applications of industry knowledge and introduces students to the fundamentals and best practices of hospitality, and event management. Students will be exposed to current industry policy, procedure, and standards through relevant, up to date resources/materials and comprehensive case studies. This class provides students with an in-depth look at the challenges and opportunities that are routinely faced by a manager in the context of local, national and international events at entertainment, sport and event facilities.
Integrated Public Relations and Social Media Strategies (MBA 643-943) - Credits: 3

Course Description

This course is designed to provide students with an understanding of the field of public relations and its role in sport/entertainment management. A clear understanding of the differences between public relations and advertising, marketing, publicity, and promotion is provided. The basic areas of public relations covered include media relations and community relations, thus providing an understanding of public relations strategic planning process. Students will explore mainstream social media platforms and define their specific niche usability. Furthermore, students will be able to define social media platforms and be challenged to choose specific social media platforms as vehicles for a particular organization. Students will understand the relevance of social media as it pertains to entertainment, sport, and event management. Students will be challenged to develop effective content for various public relations and social media platforms; and will understand the importance of analytics, engagement of end markets and measurability of public relations and social media efforts.
Integrated Marketing and Brand Activation (MBA 644/944) - Credits: 3

Course Description

This course includes an in-depth study of sport/entertainment marketing, brand activation strategies, and the influence it has in accomplishing objectives in today’s global marketplace. It involves a thorough review of the product, be it a good or a service, and details industry practices for developing, implementing and evaluating marketing and/or branded collaterals. Specific study will be placed on consumer/fan perceptions, consumer engagement strategies, return on investment, pricing, product placement, and building consumer relations and brand equity.
Sponsorship, Sales and Fundraising Strategies (MBA 645/945) - Credits: 3

Course Description

This course delves into to the specific function/role of sales, sponsorship, and fundraising (cause marketing) in the sport, entertainment, hospitality, and event industry sectors. Topics such as inside/group/suite sales, sponsorship sales, sponsorship/partnership management, pricing strategies, value proposition, etc. will be discussed in this course. Students will partake in simulated course projects and experiential learning activities.
Event Management and Activation (MBA 646/946) - Credits: 3

Course Description

This course is designed to acquire an in-depth knowledge about the specialized field of event management; emphasis will be placed on the following broad based sectors including but not limited to sport, entertainment, and hospitality industries.  Students will be provided with a complete understanding of management techniques and strategies required for successful planning, promotion, implementation, and evaluations.  Students will study objectives, strategies, and tactics of event management; identify costs for events and potential revenue streams; select host cities and venues; understand the event planning process; and understand the accommodation and management of guests at events. Emphasis will be placed on the simulated production and management of an actual event.
Internship in Sport and Entertainment Business (MBA 845) - Credits: 3
No course description at this time.

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