| Sports Business - 2004/2005 Curriculum |  | | | | 2004/2005 Curriculum (Subject to change) 
As a W. P. Carey MBA student, the first year is largely devoted to our strong general management core courses. These classes are spread into four eight-week terms. All courses are two credits. In the fourth term of the first year, students take their first two required Sports Business classes: Foundations of Sports Business and Sports Law & Politics. These two classes provide an extensive overview of the specialization which prepares students to distinguish themselves in their internships. The Sports Business internship occurs in the summer between the first and second year of study. All W. P. Carey MBA students are strongly encouraged to participate in an internship that qualifies as a two-credit elective.
Curriculum The W. P. Carey MBA Sports Business curriculum will prepare students with a strategic managerial perspective, knowledge base, and skill set.  In general, students will be prepared and have flexibility to work in multiple fields and across functional areas in sports business. Specialization in a function or sport can be accomplished through the tailoring of project and internship work, as well as careful use of elective courses. A W. P. Carey MBA Sports Business graduate will have a solid understanding of revenue generation, revenue and cost management, sports market structures and behaviors, the nature of sports law and politics, and the challenges of negotiation and productive partnership management in sports. Students will be competent to seek and analyze relevant market information, to make and justify sound decisions, and to formulate, implement and evaluate strategies across sports business markets. Students will be exposed to leading practitioners in the field and to course work that critically addresses the state of the field while pushing to its frontiers. Students will have the opportunity to enrich and demonstrate their skills through productive assistantships and internships, as well as sophisticated projects. | First Year – Fundamentals | |
| | Second Year – The Business | |
| First Year -- Fundamentals | | Sports Business | | | An analytical approach to the business side of sports and sports-related industries is taken to build student skills that provide distinct competitive advantages. | | | | Second Year -- The Business | | Sports Business Revenue Generation and Marketing | | | This course focuses on the strategic role of marketing programs and activities in generating sports business revenues. Through application of marketing tools and frameworks, students will gain skills necessary to: - Identify revenue-generating opportunities
- Develop criteria to compare and analyze alternatives
- Make strategically sound business decisions in the sports business context
- Evaluate the impact and effectiveness of marketing activities
| | Sports Business Revenue and Financial Management | | | The primary objective of this course is to provide students with an improved understanding of sports-related finance issues. Ideally, students will further develop skills in financial analysis and planning and will simultaneously develop an appreciation for the financial decision-making process in the complex world of sports business. Using a number of cases and selected readings, the course will cover the following topics: accounting issues in sports, compensation theory and practice, capital budgeting, raising capital and ownership issues (including facility financing), and valuation of sports-related businesses. | | Customer Loyalty and Satisfaction Measurement | | | Sports businesses are confronting an increasing need for data about their fans and sponsors. This need is driven by increasing competition across sports for fan attention and loyalty, the growing demand of sponsors for hard evidence of sponsorship effectiveness, and the scope and sophistication of sports market initiatives. In this course, students learn state-of-the-art methods for collecting, analyzing, and acting upon market research data which can be applied to sports marketing including: - Qualitative methods (focus groups),
- Quantitative methods (fan loyalty and sponsorship impact studies),
- The newest technologies for CRM, database mining, and e-commerce research
Learning is driven through an applied project. Past participants include Miller Brewing Company, ASU Intercollegiate Athletics, and the Phoenix Suns. | | Negotiation, Relationship and Alliance Management In Sports Business | | | Sports business managers work in complex networks of negotiated partnerships and alliances. Competing effectively for the best talent, support, funding, venues, sponsors, media, audiences, and even retail and advertising space, involves superior negotiation and relationship management skills as well as in-depth knowledge of the dynamic opportunities and constraints of network and alliance structures. | | Law and Politics of Sports Business | | | This course focuses on the various areas of law and politics that impact the sports industry. Issues in federal antitrust and labor law, contracts, arbitration, constitutional law, intellectual property, collective and individual negotiations and Title IX are discussed within the context of professional and amateur sports and of business. | | Elective course work | | | Students are required to take one W. P. Carey MBA elective course, and they may consider taking other elective courses. Elective courses allow students to enhance skills and build knowledge about topics related to their specific interests and industry needs. Advanced courses in finance, services marketing and management, information technology management, supply chain management, economics, business consulting, ecommerce, and global business can be considered, as well as, selective topics outside of the business curriculum. | | Consultative Projects | | | As part of their course and program experiences, students conduct class projects for leading organizations within the sports industry. The projects provide value to the industry and hands-on learning experiences for the students. | | The Rotation | | | The Rotation is a series of events that occur during the course of the school year. On average, once a month, the Sports Business students will take part in an engaging seminar held by leaders within the sports industry. Often, behind-the scene tours and seminars are part of the experience. Top industry leaders will discuss current industry trends within their field of expertise. Regular participants in the Rotation series include: - The Arizona Diamondbacks
- The Phoenix Suns
- The Phoenix Coyotes
- The Thunderbirds
- The Fiesta Bowl
- Arizona State Intercollegiate Athletics
These Sports Business experiences will form a basis for students to become strategic decision-makers who can effectively manage the playing field, the customer and the bottom line. |
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Specialization in Sports
