• Description of Program
• Degree Requirements
• Special Opportunities
• Careers

Description of Program

Athletic administration and sport management involves applying marketing and communication concepts as well as the management principles of planning, organizing, leading, and directing to the unique industry of commercial sport. Emphasis is placed on the production, facilitation, promotion, and organization of sport products and services. Because the $213 billion sport industry demands sport communicators, marketers, administrators, and managers with a specialized combination of functional business and sport management skills, the athletic administration and sport management program at IU is intended to serve students who have a desire to be involved in any aspect of the commercial sport-related enterprise.

Degree Requirements

A minimum of 36 credit hours is required for this program.  The Master of Science in Kinesiology degree must include a minimum of 20 credits from the Department of Kinesiology.  A minimum 3.0 cumulative grade point average (GPA) is required for graduation. A minimum grade of C– is required in each course. All electives for completing the degree must be approved by the advisor.

Complete the following three courses (9 cr.):
Select courses with approval of major advisor.

• SPH-K 550 Special Topics in Kinesiology: Topic: Research and Data Analysis in Sport Management (3 cr.)
• SPH-K 550 Special Topics in Kinesiology: Topic: Sport Strategy and Application (Culminating Experience) (3 cr.)
• SPH-X 505 Principles and Foundations of Public Health (3 cr.)

Complete 27 credits from the six sections below with the following stipulations:

• One course must be taken from each of the six sections.
• Students must choose a specialization from among one of the following three sections: Administration, or Marketing, or Communication.
• Students must complete 12 credits in that chosen section.
• No course may be used to fill more than one requirement.
• Not all foundations courses are listed. See advisor for other desirable courses.

Section 1: Administration

• SPH-C 584 Leadership and Sport Communication (3 cr.)
• SPH-K 550 Special Topics in Kinesiology: Topic: Sport Event Management and Marketing (3 cr.)
• SPH-K 611 NCAA Compliance (3 cr.)
• SPH-M 510 Administrative Theory of Competitive Sports Programs (3 cr.)
• SPH-M 512 Issues in Commercial Sport (3 cr.)
• SPH-M 513 Sport and Higher Education (3 cr.)
• SPH-M 518 Governance in Sport Management (3 cr.)
• SPH-M 521 History of Sport in the United States (3 cr.)
• SPH-M 522 The Role of Sports in Society (3 cr.)
• SPH-M 581 Sales and Service Management in Sport (3 cr.)

Section 2: Law

• SPH-M 511 Legal Issues in the Sport Environment (3 cr.)
• SPH-M 517 Contemporary Sports Law Issues (3 cr.)
• SPH-M 611 NCAA Compliance (3 cr.)
• SPH-R 544 Legal Aspects of Recreation Administration (3 cr.)

Section 3: Marketing

• SPH-K 550 Special Topics in Kinesiology: Topic: Sport Brand Management (3 cr.)
• SPH-K 550 Special Topics in Kinesiology: Topic: Sport Event Management and Marketing (3 cr.)
• SPH-K 500 Special Topics in Kinesiology: Topic: Fitness Marketing and Management (3 cr.)
• SPH-K 550 Special Topics in Kinesiology: Topic: Issues/Topics in Sport Marketing (3 cr.)
• SPH-M 514 Sport Marketing and Sponsorship (3 cr.)
• SPH-M 581 Sales and Service Management in Sport (3 cr.)
• SPH-M 614 Sport Sponsorship and Retention (3 cr.)

Section 4: Strategy

• SPH-C 584 Leadership in Sport Communication (3 cr.)
• SPH-M 516 The Sport Industry (3 cr.)
• SPH-M 518 Governance in Sport Management (3 cr.)

Section 5: Financial Analysis

• SPH-M 615 Financial Analysis in Sport (3 cr.)
• SPH-X 561 Finance and Budgeting (3 cr.)

Section 6: Communication

• SPH-C 580 Sport Communication (3 cr.)
• SPH-C 582 Creative Sports Writing (3 cr.)
• SPH-C 584 Leadership in Sport Communication (3 cr.)
• SPH-C 586 Understanding Sport Media (3 cr.)
• SPH-K 550 Special Topics in Kinesiology: Topic: Sport and New Media (3 cr.)
• SPH-K 550 Special Topics in Kinesiology: Topic: Content Management in Sport Communication (3 cr.)
• SPH-M 583 Sport Public Relations (3 cr.)
• SPH-M 585 American Sport Through Film (3 cr.)

Competency Requirements:
Students must meet the following competency requirements by showing coursework equivalents either prior to entering the program or during the initial semesters of graduate study. Competency requirements will vary according to specialization. Check with your advisor.

One of the following:

• SPH-M 333 Sport in America: Historical Perspectives (3 cr.)
• SPH-M 521 History of Sport in the United States (3 cr.)

One of the following:

• SPH-K 405 Introduction to Sport Psychology (3 cr.)
• SPH-M 522 The Role of Sport in Society (3 cr.)
• SPH-M 525 Psychological Foundations of Exercise and Sport (3 cr.)

One of the following:

• EDUC-Y 511 Interpretation of Data (3 cr.) or
• SPH-K 550 Special Topics in Kinesiology: Topic: Research and Data Analysis in Sport Management (3 cr.)

Electives:
Elective courses allow the student to specialize. Electives must be chosen in consultation with the student's major advisor. Students have access to graduate courses within the School of Public Health - Bloomington and outside the School. Many students elect SPH K605: Internships in Sports Management (maximum of 3 credits).

Special Opportunities

Students enrolled in the athletic administration and sport management program have the opportunity to specialize in one of three areas: administration, marketing, or communication. Students—who may select more than one area in which to specialize—gain theoretical perspectives and practical application from diverse faculty trained in sport history, sport management, sport sociology, sport communication, and sport marketing. The seven full-time faculty members share real-world expertise and research opportunities with the students.

Careers

Majors in athletic administration and sport management are prepared to enter the many areas of the multifaceted sport industry. These areas include careers in sport media and sports information (i.e., media relations, public relations, new media management, advertising sales), professional sport management (i.e., promotions, concessions, ticketing, operations, human resource management), event and facility management and marketing, collegiate and interscholastic athletic administration (i.e., compliance, fundraising, academic counseling, facilities), and marketing and sales (i.e., sponsorship, sport marketing agencies, promotions, entrepreneurship, brand management, retailing).