curriculum

UCLA Anderson School of Management
Certificate Program in Sports Entertainment
and Media Management

Summer 2009

UCLA Sports Business, Marketing, and Management Curriculum

Curriculum

Students will be enrolled in two upper division management classes totaling 8 units.

Sports Management 2015: Transforming Business Models in the Sports Industries - Mgmt 180, (4 units)

The objective of this course is to examine issues pertaining to the management of professional and amateur sports, including market structures and labor markets (salary caps, collective bargaining, free agency, discrimination) as well as address policy issues such as stadium financing, team location, leadership and strategic management. Modules in the course include: Managing Legal Aspects of Sports, Contexts of Sports Management and Forces Impacting Sports Management. The course is comprised of case studies and guest speakers from professional sports leagues and the NCAA, Adidas, Nike, Mount Everest Expeditions and others.

Click here to view the course syllabus.

Changing Sports Entertainment Landscape: Challenges and Perspectives in Sports Marketing - Mgmt 180, (4 units)

The objective of this course is to introduce students to the concepts, analyses, and activities that comprise marketing management in sports entertainment, and to provide practice in assessing and solving related marketing problems. Modules in the course include: Understanding the Sports Consumer, Creating Value through Marketing and Extracting Value through Marketing. The course is comprised of case studies and guest speakers from the Boston Red Sox, the National Hockey League, IMG, Vans, Real Madrid Club de Futbol, Philadelphia Eagles, Fox, the NFL, AEG, Mastercard, World Championship Soccer and others.

Click here to view the course syllabus.

Program Layout

Click here to view the program layout.

Excursions

Outside of the classroom, the program experience will layer in a range of experiences to bring the students in contact with executives working in these sectors. For one or two afternoons each week, executive guests from various realms of the entertainment industry will come to UCLA to meet and engage students on topics relevant to course study. During an additional afternoon or evening each week, students will venture off-campus for visits.

Textbook/Course Reader

Sports Marketing: A Strategic Perspective by Matthew Shank (Pearson/Prentice Hall). (Mgmt 180)
Students will use a specially prepared Course Reader for each course (Estimated cost is $42/each)