Master's in Sports Administration Courses & Specialization - Northwestern School of Professional Studies

This course provides a broad introduction to data analysis and statistical methods, as they relate to the sports industry. Students will learn how to use these methods to better understand and analyze issues central to sports management. Quantitative tools are used as part of a larger exploration of the business economics of sports.

This course is offered on campus and online.

This course is not required for the Sports Analytics Specialization. Students enrolled in the Sports Analytics Specialization are required to take MSDS 401-DL Introduction to Statistical Analysis in lieu of MSA 401.

This course will provide students the necessary theoretical and practical hands-on knowledge of marketing principals and techniques as it related to the sports industry through the in-depth study of the sport marketing mix. The course also covers marketing strategies as they relate to businesses, such as the sporting goods industry and broadcasting.  Additionally, students will explore the sports marketing industry at the professional, collegiate, and amateur levels through discussion of its many facets including: market research and segmentation, advertising, branding, sponsorship, licensing, public relations and media relations. 

This course is offered both on campus and online.

The overall objective of this course is to develop students’ understanding of the frameworks of organizations and to facilitate critical analysis of organizational theories and leadership styles. The coursework is intended to support students through readings, small and large group discussion, and analysis that informs their careers as aspiring sports professionals. This course will also provide a familiarization with the sports industry and the types of organizational structures that are prevalent. 

The course is offered both on campus and online.

This course provides students with knowledge of financial management and managerial economics as they relate to the sports industry. The focus will be on understanding accounting and finance vocabulary, using financial information to analyze the performance of sports organizations, developing budgets for an organization or department, explaining salary cap logistics/impact, understanding tax implications and stadium financing options – all to make better organizational decisions.

This course is offered both on campus and online.

This course introduces the theories and concepts of applied ethics by focusing on legal questions, race and gender issues, public relations, budgeting, recruiting (in the collegiate context), evaluations, personnel, exploitation, and athletic reform in both the corporate and collegiate sport industries. Awareness of legal implications for the industry reduces the probability of litigation.

This course is offered both on campus and online.

This course examines the implications and mitigation of crisis and risk in the sports industry, with emphasis placed on managing public relations. Students develop the tools necessary to identify organizational vulnerabilities and to design and implement crisis strategies and communications to prevent these situations, and manage the situations effectively, should they occur. The course pays particular attention to public relations strategies for communication with internal and external constituencies.

This course is offered both on campus and online.

The Technology of Sport provides an interactive tour of technology, related products/services that form technical solutions, and the current and future state of technology as it relates to sports. MSA 451 goes beyond the what of technology, and explores the how highlighting technological impacts on the sports business landscape. Students will become comfortable with the terms and tools that comprise technology, specifically those most applicable to the sports industry and within a sports business setting. Students will examine real-world case studies of how technology is applied to augment athletic competition and empower sports business through a series of lectures, guest speakers, site visits, and relevant media. The course will evaluate student’s comprehension of technological concepts, implementation of those concepts, and tangible business enhancements. A midterm examination and a final project are used to advance students’ application of these technological skills.

This course is offered both on campus and online.

The capstone project course is the culmination of the MSA program and demonstrates a student's mastery of the curriculum and a firm understanding of the fundamental principles that guide the diverse field of sports administration. Students may choose this course to fulfill their capstone requirement. Pre-requisite: Students may take one other course simultaneously with MSA 498. All other core course requirements must have been completed prior to the commencement of this course.

In lieu of the Capstone class, student may elect to complete a thesis. This final project is meant to represent the culmination of students’ experience in the program and must demonstrate mastery of the curriculum and ability to conduct sustained independent research and analysis. The project may be applied or may be a traditional scholarly paper, in both cases a write-up following the paper’s program-specific guidelines is required. Students must submit a proposal and secure a first reader in order to register; for further details students are advised to review the student handbook and contact their academic advisor.

This course introduces the tools used to research and write graduate-level papers in a framework of a critical examination of the sociology of sports in the United States and abroad. The course will also explore the history of the social phenomena that have shaped the world of sports. Students will be assigned readings that underscore how sports reflects the values of the larger society. Some of the issues include inequality in sports, commercialization and globalization of sports, the myth of the amateur athlete in big-time college sports, and behaviors deemed deviant in the world of sports. The course emphasizes writing skills, pushing students to examine their strengths and weaknesses, and helping them find effective ways to do solid research. Students will be assigned projects to demonstrate a proficiency in research and writing.

This course is offered both on campus and online.

Required core course for students admitted prior to fall 2014. Counts as an elective for students admitted in fall 2014 and after.

This course focuses on the legal issues of labor relations and negotiations as they relate to the sports industry. Focus on the major professional team sport leagues, with some international Olympic issues. Legal areas of contracts, antitrust law, labor law, arbitration, collective bargaining, and agency issues. Part of the sports management specialization.

For students admitted prior to Fall 2014, this elective course counts towards a specialization in sports management.

This course provides an understanding of the sports communications industry at both the collegiate and professional levels. Covers the role of communications in management, news release writing, working with and using various forms of media, crisis management, pitching stories, interviews, and ethics.

Rather than selling its jersey to a sponsor for $25 million-plus annually, FC Barcelona paid UNICEF $2 million a year for the right to put the children's charity on its shirts. Luxury watch maker Hublot donates all of its signage at the European Football Championship to the foundation Unite Against Racism. In lieu of advertising on the 2010 Super Bowl, Pepsi launched its Refresh project, donating $20 million to local nonprofits. Barcelona, Hublot and Pepsi are responding to consumers strong desire for marketers to connect their brands to social action. In this class, we will deconstruct some of the world's most innovative partnerships from the inside out. You will learn how to think like a sponsor, including how to set measurable objectives and how to bullet proof sponsorship selection to linking activation to business goals and how to measure return on investment. Participants will also learn sponsorship through the lens of the sports rightsholder, gaining the skills and tools to sell sponsorship to team, league, event, venue, athlete or program. Also covered: pricing, negotiating, servicing and licensing.

For students admitted prior to Fall 2014, this elective course counts towards a specialization in sports marketing and public relations.

It is recommended that students complete MSA 402 or possess equivalent knowledge and skills prior to taking this course.

This course immerses students in the principles of sports-brand management and brand-communication vehicles. Based on lectures, guest speakers, readings, classroom and homework exercises, case studies, and a major group project, the course is designed to present students with a practical, hands-on opportunity to work on current issues facing actual sports-industry businesses. The major group project involves students collaborating in a consulting role (in small groups of 3-4 students) with industry professionals from assigned "client companies". The project requires students to meet with their client and with their student-group members outside of class hours to ensure a well-delivered final product - a comprehensive group presentation addressing the client's expressed brand issue. Concepts presented in this course include positioning, targeting, brand building and measurement, and how advertising, PR and promotional programs (experiential marketing) are used to drive brand equity.

For students admitted prior to Fall 2014, this elective course counts towards a specialization in sports marketing and public relations.

This course addresses major trends and successful business practices in event management. Students will learn the unique characteristics of sporting and sports marketing events, manage event planning to improve profitability, identify and prioritize event goals and objectives, create proposals and agreements for event stakeholders, systematically analyze potential risks and threats to events, and choose appropriate solutions by using efficient event planning methods. Students will be evaluated on their grasp of event management at a macro level and a micro level comprehension of effective planning protocols. Students will examine case studies of esports events to better understand the unique technical implementation aspects of esports events and the nuanced planning of those technical considerations.

When Michael Lewis published Moneyball chronicling the competitive advantages and data driven approach to player evaluation instituted by the Oakland A’s in the early 2000’s, he didn’t just change baseball, the entire sports landscape was forever altered. Today, modern front offices in the MLB, NFL, WNBA, NBA, NHL, NWSL, MLS, and EPL leverage these principles to scout and develop their players. In this course students will learn the frameworks and strategies deployed by General Managers to build championship caliber rosters and head coaches to foster talent. While other offerings in the MSA program will elucidate the financial planning and accounting principles necessary and critical to support the business side, this class will identify best practices to use in drafts, managing salaries, and negotiations. As the sports operations side of the industry becomes ever more competitive, a foundational understanding in these philosophies is paramount for those who seek to raise trophies and win rings as members of a professional sports organization. 

Students will analyze the actions of the International Olympic (IOC) Committee and study the bidding process for Olympic games to understand the global business dynamics of the Olympic marketing industry and the "Olympic Movement." Topics will include an examination of the global infrastructure and organization of the Olympic Movement; the Olympic charter and IOC goals; case study presentation on a TOP Olympic sponsor; and a general overview of a host city's obligations and opportunities regarding construction of venues, government support and participation, infrastructure, marketing, security, and more.

Entrepreneurial companies are disrupting the sports industry. From big data to wearable technology to mobile/social media, new companies are growing quickly to solve pressing challenges for leagues, teams, events, and athletes. This course is designed to help prepare students for a career path in sports entrepreneurship. More specifically, having a big idea is the start of launching a new venture. Building businesses requires raising capital, hiring the right people, acquiring customers, implementing strategy, and communicating to internal and external audiences. Representatives from organizations such as College Football Playoff, Los Angeles Dodgers, Inner Circle Sports, and Comcast SportsNet will provide guest lectures throughout the term. By the end of this class, students will have the framework in place to start their own company in the sports industry.

 It is recommended that students complete MSA 404 Sports Business: Finance, Accounting and Economics prior to enrolling in MSA 445 Entrepreneurship in Sports.

This course is offered both on campus and online.

College athletic departments exist within a larger university ecosystem and regulatory environment that present unique challenges and opportunities. Students will examine the core tenets of sport management that address the day-to-day internal workings of a collegiate athletic department. The course will take an in-depth look at administrative leadership and college athletics within a university and its governance structure. Students will examine the challenges that present themselves across multiple departments and the management relationships that need to be developed among coaches, administrators, and student-athletes. Relevant topics include intellectual property rights, federal and NCAA requirements, budgeting issues, and multi-faceted student-athlete support.

College athletic departments engage many external stakeholders as they address revenue demands and the financial sustainability of their programs. Students will examine the core tenets of sport management related to the outward-facing responsibilities of a collegiate athletic department. The course will take an in-depth look at the day-to-day challenges that present themselves across the multiple revenue generating aspects of collegiate athletics, including corporate sponsorships, ticket sales, marketing, fundraising, and other public facing areas such as athletics communications, facilities, and crowd management.

NCAA rules and infractions can seem mysterious and arbitrary, given the way they are covered by the media. The NCAA has rules and processes that affect the daily workings of any NCAA institutions, particularly Division I. This course provides students with a working knowledge of NCAA compliance issues by examining and applying the bylaws of the NCAA (with a focus on Division I). Students will examine case studies to gain experience in applying this knowledge to everyday NCAA issues. Enforcement procedures, waivers processes, and the evolution of the NCAA rules will be examined as well. This course will offer valuable insights into career paths in NCAA compliance, college administration, and how the world of college sports really works.

This course is offered both on campus and online.

This class will provide students with a working knowledge of the issues facing sports teams and organizations. This will include both for-profit and not-for-profit organizations. Students will apply critical thinking and analysis to the various stakeholders’ interest in the business and operations of sports teams and organizations. This will include teams, leagues, municipalities, financial institutions, fans, corporations and other related companies that do business with the aforementioned entities. The class will utilize real life examples of organizational structures, actual team financials, economic models and discussion.

Technology is rapidly transforming the business of sports. Digital platforms are providing a range of new opportunities for sports leagues, teams, and media companies to deliver content to fans. This transformation has largely been a positive development for most constituents in the sports industry, generating increased fan engagement and new revenues streams. However, disruption also creates challenges and risks for all parties in the ecosystem. This course will examine the impact of new technology on the business of sports, focusing on topics such as Over-the-Top (OTT) video distribution, social media, fantasy sports, eSports, data & analytics, stadium technology, digital advertising, and youth & amateur sports, among other subjects. In addition to covering the major leagues and media companies, the course will also provide insight into entrepreneurial ventures and start-ups that are reshaping the sports landscape. Some of the key questions to be covered in the course include: What strategies should sports leagues and media companies utilize to maximize digital revenues? How can athletes best benefit from the emergence of digital media? How can new sports businesses effectively compete with the established brands in the world of digital sports?

This course is offered both on campus and online.

This course examines the social and cultural meaning of deviance and violence in sport. Drawing from social science, legal cases, popular media, and contemporary events, students learn the various definitions of deviance and violence, as well as explore the ways in which the government, athletic associations, and players themselves manage, regulate, and perpetuate these behaviors. Topics include the prevalence of violence both on and off-field, the use of performance-enhancing drugs, extreme weight loss, and gambling.

This course is offered both on campus and online.

Salesmanship, the ability to sell or present persuasively, is at the core of most business professions and categories, including sports. Across operations, PR/marketing, administration, law and the other sectors of sport management, there is a need to have an active understanding of the theory and practice of sales and negotiation and how interpersonal styles affect outcomes. This course establishes a foundation of personal selling/communication insights, sales theories and negotiation techniques to enable future sports-business professionals to succeed at ethically moving business strategies forward and achieve results.

This course will examine the role of sport in a global world. From the massive amounts of data collected to political conflicts generated by mega-events, this course will give students the ability to process, analyze, and articulate the expansion of sport on a global level. By examining how sport has developed internationally and influenced culture, economics, nationalism, and social values, students will be able to discuss and draw connections between the business of sport, cultural and political impact, and historical traditions to predict future trends and increase cultural and societal understanding as it relates to sport. Issues of race and cultural identity, and gender (including transgender), and sexuality in sports will be examined.

This course is offered online.

This class will be offered periodically to address special topics in Sports Administration.

This course will provide a framework for the development of your professional skills throughout the internship. Students will become familiar with a variety of techniques in networking, professionalism, and problem-solving in order to get the most out of their work experience. Students will share their experiences with classmates throughout the course in order to provide a framework for discussion and learning. As the experience in the internship is the most valuable piece of the class and where most of your energy, knowledge, and motivation will be expended, this class will not hold in-person class meetings, but will require weekly assignments, online class participation, as well as a final paper.

This class is only offered online. 

The capstone project course is the culmination of the MSA program and demonstrates a student's mastery of the curriculum and a firm understanding of the fundamental principles that guide the diverse field of sports administration. Students may choose this course to fulfill their capstone requirement.

This final project is meant to represent the culmination of students’ experience in the program and must demonstrate mastery of the curriculum and ability to conduct sustained independent research and analysis. The project may be applied or may be a traditional scholarly paper, in both cases a write-up following the paper’s program-specific guidelines is required. Students must submit a proposal and secure a first reader in order to register; for further details students are advised to review the student handbook and contact their academic advisor.

Students learn techniques for building and interpreting mathematical models of real-world phenomena in and across multiple disciplines, including matrices, linear programming, probability, and both differential and integral calculus, with an emphasis on applications. This is for students who want a firm understanding and/or review of these fields of mathematics prior to applying them in subsequent courses.

(Students complete MSDS 401-DL in lieu of MSA 401 Sports Research Methods & Quantitative Analysis)

Students learn to apply statistical techniques to the processing and interpretation of data from various industries and disciplines. Topics covered include probability, descriptive statistics, study design and linear regression. Emphasis will be placed on the application of the data across these industries and disciplines and serve as a core thought process through the entire Predictive Analytics curriculum.

Prerequisite: MSDS 400-DL Math for Modelers.

This course examines statistical and mathematical models in sports. With a focus on sports selected by the instructor, the course introduces player performance measurement and how to value the contribution of individual players to teams. It shows how to apply statistical, mathematical, and simulation methods in player selection, team composition, and injury forecasting. The course shows how to rate team competitive strength, build winning teams and predict the probability of winning in any particular competition. Game day coaching strategies and play calling are addressed. This is a case study- and project-based course involving extensive programming and sports performance data analysis. This course begins with a review of the fundamentals of sports performance measurements and analytics. The course focuses on basic rules and parameters of the sports selected by the instructor. The course reviews principles of each of the positions of athletes in each of the sports, the use of accurate assessments for each sport, and variability due to factors such as body type, climate and playing surface. It reviews athletic performance measurements such as jumping ability, running speed, agility, and strength. It discusses exploratory data analysis, predictive modeling and presentation graphics, showing real-world implications for athletes, coaches, team managers and the sports industry.

Prerequisites: MSDS 400-DL and MSDS 401-DL. 

This course provides a comprehensive review of statistical and mathematical models as they relate to sports team administration, marketing and business management. The course gives students an opportunity to work with data relating to sports business tactics and strategy. Students explore alternative segmentation schemes for targeted marketing. They employ modeling methods in sports team marketing communications, ticket pricing, loyalty and sponsorship program development, and customer relationship marketing. This is a case study- and project-based course involving extensive programming and sports team business data analysis.

Prerequisites: MSDS 400-DL and MSDS 401-DL.

College athletic departments exist within a larger university ecosystem and regulatory environment that present unique challenges and opportunities. Students will examine the core tenets of sport management that address the day-to-day internal workings of a collegiate athletic department. The course will take an in-depth look at administrative leadership and college athletics within a university and its governance structure. Students will examine the challenges that present themselves across multiple departments and the management relationships that need to be developed among coaches, administrators, and student-athletes. Relevant topics include intellectual property rights, federal and NCAA requirements, budgeting issues, and multi-faceted student-athlete support.

College athletic departments engage many external stakeholders as they address revenue demands and the financial sustainability of their programs. Students will examine the core tenets of sport management related to the outward-facing responsibilities of a collegiate athletic department. The course will take an in-depth look at the day-to-day challenges that present themselves across the multiple revenue generating aspects of collegiate athletics, including corporate sponsorships, ticket sales, marketing, fundraising, and other public facing areas such as athletics communications, facilities, and crowd management.

This course provides students with a working knowledge of NCAA compliance issues by examining and applying the bylaws of the NCAA (with a focus on Division I). Students will examine case studies to gain experience in applying this knowledge to everyday NCAA issues. Enforcement procedures, waivers processes, and the evolution of the NCAA rules will be examined as well. This course will offer valuable insights into career paths in NCAA compliance, college administration, and how the world of college sports really works.