ACADEMIC AFFAIRS COUNCIL ******************************************************************************

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1 ACADEMIC AFFAIRS COUNCIL AGENDA ITEM: 10.A.2 DATE: April 14, 2006 ****************************************************************************** SUBJECT: New Program: NSU B.S. in Sports Marketing and Administration Northern State University is proposing a new B.S. in Sports Marketing and Administration (Attachment I). This proposal has been approved to move forward to the May COPS and Board meetings. *********************************************************************************** RECOMMENDED ACTION Provide any concerns to Dr. Gough for COPS memorandum. Page 1

2 South Dakota Board of Regents New Undergraduate Degree Program University: Northern State University Major: Sport Marketing and Administration Existing or New Major (s): New Degree: Bachelor of Science Existing or New Degree (s): Existing Degree Intended Term of Implementation Fall 2006 Proposed CIP code: University Department Health and Physical Education University Division School of Education University Approval To the Board and the Executive Director: I certify that I have read this proposal, that I believe it to be accurate, and that it has been evaluated and approved as provided by university policy. President of the University Date After approval by the President, a signed copy of the proposal should be transmitted to the Executive Director. Only after Executive Director review should the proposal be posted on the university web site and the Board staff and the other universities notified of the URL. 1. What are the purposes of the proposed program? Communities throughout the State of South Dakota will benefit from a new Sport Marketing and Administration major at Northern State University. This major will provide students with a systematic, interdisciplinary, integrated course of study that is designed to offer a highly specialized education preparing students to become professionals in the sport industry. This major will prepare students for the growing number of careers in the sport industry. Northern State University would seek no additional state funding to offer the proposed major in Sport Marketing and Administration. Rather, Northern State University will fund the proposed program through internal reallocation of resources, grants, donations, and other sources of external funding. Over the past decade, the sport industry has expanded from a $63 billion industry (Comte & Stogel, ) to a $195 billion industry (Broughton, ). This phenomenal growth of the sport industry requires specially trained and educated individuals (Stier, ). To keep up 1 Comte, E., & Stogel, C. (1990). Sports: A $63.1 billion industry. The Sporting News, Broughton, D. (2002). Passion that can t be counted puts billions of dollars in play. Sport Business Journal, 4(47), Stier, W.F. (2001). Sport management: The development of sport management. In D. Kluka & G. Schilling (Eds.), The Business of Sport (pp ). Lewis, G. (1982). Page 2

3 with this demand, the number of undergraduate and graduate programs in sport management has increased from 44 (Lewis, ) to over 250 programs (Stier, 2001). However, no regental institutions in South Dakota offer any program to meet this demand at this time. Only a few universities in the Midwest have undergraduate programs in sports marketing or sport management. According to the United States Department of Labor, employment in the sport industry is expected to increase much faster than the average for all occupations through the year The nationwide emphasis on increased sports and fitness activities to help offset the increasing problem of obesity offers excellent employment opportunities for our graduates in the areas of sport marketing and administration from both entrepreneurial and service aspects. Specifically in South Dakota, minor and major professional sport organizations are on the rise. We have an aging population in sports administration that means jobs will need to be filled from the bottom up. The statewide demand for employees to support the sports, fitness, and entertainment industries underscores the need for an additional program to meet needs of the state, region and nation. Additionally, increased emphasis on Title IX is leading to a need for more women to enter into the sports administration field. Potential South Dakota employers of students with a BS in Sport Marketing and Administration were contacted by phone and/or to ascertain their future need for employees with this degree. Of the 54 businesses contacted 11 responded. Of those 11, eight have indicated they plan to hire someone in the next 5 years who has sport marketing and administration related skills. Michelle Lintz from the Rapid City Convention and Visitor s Bureau stated in her response, This is very timely! We are in the process of hiring a Sports/Events Director at the CVB. Capri Bergjord at Sioux Empire Fitness reported in her response Right now I am having problems finding individuals that are fully qualified, including certifications. We have a local college that doesn t prepare the students well enough... I hope that Northern will consider this fast growing field. Eight of the respondents indicated that the annual starting salary for a position of this type would be approximately $25,000. Ten of the 11 respondents indicated they would be willing to use our students as interns. 2. Rationale A. What is the rationale for the curriculum? The proposed curriculum has been designed to meet the need for trained graduates in the sport industry in the State of South Dakota. Sport-related businesses have experienced dynamic growth and are a multi-billion dollar enterprise, ranking in the top fifteen industries in the nation. However, currently no university in the regental system offers any programs related to sport marketing and administration. This program will prepare the student for a wide range of management positions in sports industry and/or for graduate study in sport marketing and administration, business management, law or other areas. 4 Lewis, G. (1982). Degree programs in athletic and sport administration. Unpublished report, University of Massachusetts. Page 3

4 B. Demonstrate that the curriculum is consistent with current national standards. Complete the tables below and explain any unusual aspects of the proposed curriculum. The School of Education at NSU undertook a review of undergraduate sport management programs at universities across the United States, including programs at Minnesota State University - Mankato, The University of Texas at Austin, Old Dominion University, West Virginia University, Wichita State University, and The University of the Pacific. The proposed curriculum is consistent with current national standards provided by the National Association for Sport and Physical Education (NAS) and the North American Society for Sport Management (NASSM) that approve U.S. sport marketing and administration programs. The proposed curriculum is modeled to frame the NAS-NASSM Content Standards for undergraduate Sport marketing and administration programs. The standards consist of the following 10 major areas: 1. Behavioral Dimensions of Sport 2. Management and Organizational Skills 3. Ethics in Sport marketing and administration 4. Marketing in Sport 5. Communication in Sport 6. Finance in Sport 7. Economics in Sport 8. Legal Aspects of Sport 9. Governance in Sport, and 10. Field Experience in a Sport Setting. C. If a new degree is proposed, what is the rationale? No new degree proposed. D. Summary of the Degree Program Sport Marketing and Administration Credit Hours Credit Hours Percent System General Education Requirements 30 Institutional Graduation Requirements 11 Information Technology Literacy Requirements 0* Subtotal, Degree Requirements 41 32% Required Support Course (not included above) 15 Major Requirements 26 Major Electives 12 Subtotal, Program Requirements 53 41% Free Electives % Degree Total % *Students may test out of this requirement or take courses to meet the requirement. Page 4

5 Required Courses in the Major Prefix Number Course Title Credit Hours New (yes,no) 180 Introduction to Health, Physical Education, and 2 no Recreation 395 Practicum in Sport Marketing and Administration 3 no 411* Sport Marketing and Promotions 3 yes 412* Financial Aspects of Sport 3 yes 456* Social Aspects of Sport 2 yes 413* Sport Administration Colloquium 3 yes 440 Organization and Administration of Health, Physical 2 no Education and Athletics 451 Tests and Measurements 2 no 453 Sport Psychology 3 no 496 Field Experience in Sport Marketing and 6 no Administration Subtotal 29 *New courses. Course numbers are proposed. Required Support Courses outside the Major Prefix Number Course Title Credit Hours New (yes,no) ACCT 210 Principles of Accounting I 3 no 350 Legal Environment of Business 3 no 360 Organization and Management 3 no 457 Business Ethics 3 no Subtotal 12 Note: ECON 201, Math 102, MIS 105, PSYC 101/100A, SPCM 101, and SOC100 are used to meet the SGE and IRG requirements. Elective Courses in the Program: List courses that may be taken as electives in the program. Indicate any new courses to be added specifically for the major. Prefix Number Course Title Credit Hours New (yes,no) Marketing Electives (Choose 6 credit hours) Small Business (3) no 372 Advertising (3) no 336 Entrepreneurship I (3) no 471 Marketing Management (3) no 474 Personal Selling (3) no 475 Consumer Behavior (3) no 476 Marketing Research (3) no Page 5

6 Health & Physical Education Electives (Choose 6 credit hours) Behavior and Social Science Reading (2) no 355 Philosophies, Concepts, and Contemporary Issues in no Coaching (3) 457 Exercise Psychology (3) no Coaching Theories (1) -maximum of 2 credits no HLTH 320 Community Health (2) no HLTH 361 School Health and Safety Education (2) no Subtotal Student Outcomes & Demonstration of Individual Achievement A. What specific knowledge and competencies, including technology competencies, will all students be able to demonstrate before graduation? The knowledge and competencies should be specific to the program and not routinely expected of all university graduates. Complete Appendix A Outcomes using the system form. Outcomes discussed below should be the same as those in Appendix A. The knowledge and competencies specific to the program must be related to the proposed assessments in B and C below. Students will demonstrate knowledge, skills, and competency in the following areas after completing the required coursework in the Sport Marketing and Administration major: Understand the social aspects of sport and appreciate sport as a medium for integrating gender, ethnic, religious, and disabilities interests. Demonstrate competency in sport marketing including fundamental aspects of sport products, markets, consumer research, sponsorship, and promotion. Demonstrate knowledge of sport organization finance including key elements of budgeting, accounting, public/private joint financing, and revenue development. Demonstrate knowledge of the legal aspects of sport including state/federal legislation, liability, risk management, contracts, and collective bargaining. Understand the governance and regulation of sport organizations. Establish a code of professional ethics and apply a personal code of ethics to issues in sports. Demonstrate the ability to apply theoretical concepts of sport marketing in a practical setting. Demonstrate the ability to critically evaluate the literature related to sport marketing and administration. B. What national instruments (examinations) are available to measure individual student achievement in this field? There are no national instruments available at this time to measure individual student achievement in this field. Page 6

7 C. How will mastery by individual students be demonstrated? Describe the specific examinations or processes to be used. This is to include external measures. What will be the consequences for students who do not demonstrate mastery? Individual students must demonstrate mastery by successfully completing an exit exam and the electronic portfolio requirements. Students will be unable to graduate until successfully completing these requirements. Additionally, content knowledge in sport marketing and administration will be evaluated in every course by a variety of mechanisms included but not limited to: exams, quizzes, written assignments, oral presentations, projects, and participation. In addition to ongoing analysis of content knowledge, an instrument to determine content knowledge based on NASSM and NAS standards in sport marketing and administration will be constructed and administered to the seniors in 413 Sport Administration Colloquium. This instrument will be used to evaluate curriculum and program content and to determine areas of strength and weakness within the program. 4. What instructional approaches and technologies will be used to teach courses in the program? This refers to the instructional technologies used to teach courses and NOT the technology applications students are expected to learn. A variety of instructional approaches and technologies will be used to teach these courses, including, but not limited to the following: Instructional Approaches Lecture Discussion Problem-based Learning Group Projects Technologies Sport marketing and administration-related software Course management software MS Excel, Access, & PowerPoint Smart Podium 5. Did the University engage any developmental consultants to assist with the development of the curriculum? Were any professional or accrediting associations consulted during the development of the curriculum? What were the contributions of the consultants and associations to the development of curriculum? Although the University did not hire any developmental consultants, we have successfully initiated contact with the following NAS/NASSM approved undergraduate programs in the field of Sport Marketing and Administration across the nation. Department of Human Performance, College of Allied Health and Nursing, Minnesota State University Mankato Department of Sports Science, College of the Pacific, Science, University of the Pacific Department of Kinesiology, Sport Studies, College of Education, Wichita State University We have received very good contributions from their faculty to develop the proposed curriculum that is consistent with current national standards provided by the NAS/NASSM. Page 7

8 6. Are students in the program expected to be new to the university, redirected from other programs or both? Complete the table and explain how the estimates were developed. Fiscal Years* 1st 2nd 3rd 4th Estimates FY07 FY08 FY09 FY10 Students new to the university Students from other university programs Students Retained at 70% Retention*** = Total students in the program (fall) Program credit hours (major courses)** Graduates * Do not include current fiscal year. ** This is the total number of credit hours generated by students in the program in the required or elective program courses. The same numbers are used in Appendix B Budget. *** These students remain in the program from the previous year counted at 70% retention. These estimates were formulated based on enrollment reports at other institutions with similar programs. 7. If program accreditation is available, identify the organization and explain whether accreditation is required or optional, the resources required, and the University s plans concerning the accreditation of this program. Accreditation is available through the National Association for Sport and Physical Education (NAS) and the North American Society for Sport Management (NASSM). But, program accreditation is optional. If the major were approved, the department intends to pursue accreditation. 8. Does the University request any exceptions to any Board policy for this program? Explain any requests for exceptions to Board Policy. If no exceptions are requested, enter None. None. 9. Program Delivery A. Does the University request authorization to deliver this entire program at any off-campus locations? If yes, list location(s) and intended start date(s). No. Page 8

9 B. Does the University request authorization to deliver this entire program by distance technology? If yes, identify delivery method(s) and intended start date(s). No. C. Include off-campus tuition and site or delivery costs in the next section and in Appendix B. If off-campus or distance delivery authorization is not requested, enter None. None. 10. Costs, Budget and Resources A. Explain the amount and source(s) of any one-time and continuing investments in personnel, professional development, release time, time redirected from other assignments, instructional technology & software, other O&M, facilities, etc needed to implement the proposed major. Address off-campus or distance delivery separately. The H department currently has the staff and resources to offer this new program through redirection and schedule management. Specifically, some courses which are now offered strictly as 700 level classes will be replaced with double numbered 400/500 level courses in the new major. In addition, we have a number of courses which are offered both fall and spring semester. We will no longer offer them both semesters and instead will increase the cap and offer them only one semester. Courses in the new major will be inserted into the schedule in the place of those previously duplicated course offerings. In this way we hope to be able to manage the addition of the new major. 11. Additional Information. Additional information is optional. Use this space for information not requested above. Limit the number and length of additional attachments. Identify with capital letters. Letters of support are not necessary and are rarely included with Board materials. In some cases, response to questions from the Board or the Executive Director may be provided as appendixes to the original proposal. This item may be deleted if it is not used. Appendix A Outcome Matrix Appendix B Budget and Resources Appendix C New Course Descriptions Page 9

10 Northern State University Bachelor of Science in Sport Marketing and Administration Individual Student Outcomes and Program Courses Program Courses that Address the Outcomes Individual Student Outcome ACCT 210* 360* 351* 457* 180* 395* 496* 440* 451* 453* 413* 411* 412* 456* Behavioral Dimensions of Sport Marketing in Sport Finance and Economics in Sport Legal Aspects of Sport Governance in Sport Ethics in Sport Marketing & Administration Field Experience in a Sport Setting Communication in Sport Management and Organizational Skills X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X Page 10

11 Program Courses that Address the Outcomes Individual Student Outcome HLTH 320 HLTH 361 Behavioral Dimensions of Sport Marketing in Sport Finance and Economics in Sport Legal Aspects of Sport X X X X X X X X X X X Governance in Sport Ethics in Sport Marketing & Administration Field Experience in a Sport Setting Communication in Sport Management and Organizational Skills X X X X X X Page 11

12 Northern State University Mar 2006 BS in Sports Marketing & Administration FY07 FY08 FY09 FY10 FY Students, Credit Hours, Graduates Students, Campus: New Fall of FY Students, Campus from Other University Programs Students, Continuing Students at 70% Retention Graduates Students, total Expected Average Credit Hours/Fiscal Year/Student Budget Summary Campus Delivery Revenue $13,336 $29,340 $73,350 $85,353 $92,021 Total Revenue $13,336 $29,340 $73,350 $85,353 $92,021 Campus Delivery Operating Expenses $55,242 $55,242 $55,242 $55,242 $55,242 Total Operating Expenses: Salary, Benefits, Operations $55,242 $55,242 $55,242 $55,242 $55,242 Total Net Income - $41,906 -$25,902 $18,108 $30,111 $36,779 Page 12

13 Northern State University Mar 2006 BS in Sports Marketing & Administration FY07 FY08 FY09 FY10 FY Students, Credit Hours, Graduates Students, New Fall of FY Students from Other University Programs Students, Continuing Students at 70% Retention Graduates 0 6 Students, total Expected Average Credit Hours/Fiscal Year/Student Expected Average Credit Hours/Fiscal Year/Student Student FTE (credit hours/24) Faculty FTE (from below) Ratio: Student FTE/Faculty FTE Budget Summary Revenue $13,336 $29,340 $73,350 $85,353 $92,021 Total Operating Expenses: Salary, Benefits, Operations $55,242 $55,242 $55,242 $55,242 $55,242 Page 13

14 Total Net Income -$41,906 -$25,902 $18,108 $30,111 $36,779 Expense Summary Personal Services: Faculty FTE & Salaries Faculty redirected, position 1, FTE Salary $43,704 $43,704 $43,704 $43,704 $43,704 Faculty FTE Redirected Faculty Salary Redirected $43,704 $43,704 $43,704 $43,704 $43,704 Exempt (non-faculty) Exempt FTE Salary Redirected $0 $0 $0 $0 $0 Summary FTE & Salary FTE (faculty+exempt+csa) Salary (faculty+exempt+csa) $43,704 $43,704 $43,704 $43,704 $43,704 Benefits Health insurance/fte, FY06 rate $4,986 $4,986 $4,986 $4,986 $4,986 NSU Variable Benefits as a % of salary, FY NSU Salary + Benefits $54,717 $54,717 $54,717 $54,717 $54,717 Page 14

15 Operating Expenses Travel $300 $300 $300 $300 $300 Contractual Services $75 $75 $75 $75 $75 Supplies & Materials $150 $150 $150 $150 $150 Capital Assets $0 $0 $0 $0 $0 Subtotal $525 $525 $525 $525 $525 Total Operating Expenses: Salary, Benefits, Operations $55,242 $55,242 $55,242 $55,242 $55,242 Revenue Projections Note: FY06 tuition and fee rates were inflated by 3% and rounded to get estimated FY07 rates. Tuition rates are approved in March. The estimated FY07 rates are used for all years. All hours are assumed to be state-support and program funded (no annual adjustment or formula resources). Program credit hours (1st page) Credit hours, non-resident, 20% of balance Credit hours, resident, 80% of balance Estimated FY07 Tuition and Fee Rates (FY06 x 1.03) Tuition UG Resident $78.65 $78.65 $78.65 $78.65 $78.65 Tuition UG Non-resident $ $ $ $ $ University support fee $64.70 $64.70 $64.70 $64.70 $64.70 Salary enhancement fee $4.65 $4.65 $4.65 $4.65 $4.65 Lab Course $29.35 $29.35 $29.35 $29.35 $29.35 Page 15

16 Estimated Tuition & Fee Revenue Tuition, nonresident hours x rate $2,291 $5,040 $12,601 $14,662 $15,808 Tuition, resident hours x rate $6,292 $13,842 $34,606 $40,269 $43,415 Tution, total $8,583 $18,883 $47,207 $54,931 $59,223 Net tuition after HEFF (80%) $6,866 $15,106 $37,765 $43,945 $47,378 University support fee $6,470 $14,234 $35,585 $41,408 $44,643 Salary enhancement fee $0 $0 $0 $0 $0 Lab course fee (see note) $0 $0 $0 $0 $0 Tuition & Fee Revenue, FY07 Rates $13,336 $29,340 $73,350 $85,353 $92,021 Salary enhancement fee: Delete or revise formula as needed. Lab Fee--if applicable: Develop a formula to estimate lab fee revenue. Explain in box which courses/credit hours will have the lab fee and how revenue is estimated. Lab fee Tuition Rate & Fee '06 x 1.03 rounded Tuition UG Resident $76.35 $78.64 $78.65 Tuition UG Non-resident $ $ $ University support fee $62.80 $64.68 $64.70 Salary enhancement fee $4.50 $4.64 $4.65 Lab Course $28.50 $29.36 $29.35 Page 16

17 New Course Descriptions 411/511 Sport Marketing and Promotions 3 credit hours This course is designed to provide students with an overview of the major promotions and marketing issues facing the sport industry. Topics include the history of sport marketing, principles of sport marketing, sport consumer behavior, research tools, corporate sponsorships, and evaluation of sport marketing programs. Prerequisite: BAMD 370 or consent of instructor 413/513 Sport Administration Colloquium 3 credit hours This capstone course will focus on case studies and applications in managerial problem solving and decision making, time management, legal aspects of sport management, behavioral dimensions in the sport culture, ethics in sport management, interpersonal and mass communication, fund raising, sport finance, facility management, strategic planning and forecasting. Prerequisites: 412, 456, 350, 360 and /512 Financial Aspects of Sport 3 credit hours This course is designed to provide knowledge and understanding of the principles, processes, strategies related to the financial aspects of sport organizations, and to apply these concepts to the sport business industry. Prerequisite: ACCT 210 or consent of instructor 456/556 Social Aspects of Sport 2 credit hours A study of sport as a microcosm of the society. The role that sport plays in American values, education, politics, the economy, and religion will be discussed, with particular reference to the role of sports in social mobility and racism. Page 17