SPECIAL REPORT ACADEMIC PRIORITIES, GRADUATE AND PROGRAM AND BUDGET COUNCILS CERTIFICATE IN SPORT MANAGEMENT

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1 SPECIAL REPORT of the ACADEMIC PRIORITIES, GRADUATE AND PROGRAM AND BUDGET COUNCILS concerning a CERTIFICATE IN SPORT MANAGEMENT Presented at the 726 th Regular Meeting of the Faculty Senate April 18, 2013 COUNCIL MEMBERSHIP ACADEMIC PRIORITIES COUNCIL Margaret Allard, Richard Bogartz (Chair), Elizabeth Chilton, W. Curt Conner, Kathleen Debevec, Bryan Harvey, A. Yemisi Jimoh, John Kingston, Ernest May, J. Eliot Moss, Deborah Picking, Monroe Rabin, James Rinderle, Jan Servaes, Barbara Stanley, Scott Stangroom, Susan Sturgeon, Savannah Van Leuvan-Smith, Jerri Willett GRADUATE COUNCIL Neal Abraham, Danielle Allessio, Jane Baran, Lori Baronas, Tom Braden, D. Anthony Butterfield, Leslie Button, Derek Doughty, David Ford, Steve Goodwin, Linda Griffin (Chair), Mark Hamin, Cynthia Jacelon, A Yemisi Jimoh, Akshay Kapoor, Arthur Kinney, Keven Klement, Beth Lang, John Lopes, Michael Malone, Ernest May, John McCarthy, Dominic Poccia, Margaret Riley, Alan Robinson, Frederic Schaffer, Jocelyn Silverlight, Howard Stidham, Anna Strowe, Patrick Sullivan, Hongmei Sun, Nathan Therien, David Vaillancourt PROGRAM AND BUDGET COUNCIL Robin Anderson, D. Anthony Butterfield, Genevieve Chandler, Elizabeth Chang, Stephen Clingman, Nancy Cohen, Robert Faulkner, Patricia Galvis-Assmus, Bryan Harvey, James Kurose, Michael Leto, Lisa Liebowitz, Andrew Mangels, Joel Martin, Gail Matthews, Ernest May, John McCarthy, Alex Phillips, Jay Schafer, Stephen Schreiber, Anurag Sharma (Chair), James Sheehan, Norman Sims, Michael Sugerman, Donald Tomaskovic-Devey, Julian Tyson, Ralph Whitehead, Donna Zucker

2 ACADEMIC PRIORITIES COUNCIL Through an electronic vote conducted on February 28, 2013, the Academic Priorities Council found the Certificate in Sport Management to be noncontroversial and voted to endorse the proposal unanimously. GRADUATE COUNCIL The Academic Standards and Curriculum Committee (ASCC) of the Graduate Council met on March 5, 2013 and reviewed the proposal for the Certificate in Sport Management. The ASCC recommended this proposal for approval. On Wednesday, March 13, 2013, the Graduate Council met and approved the Certificate in Sport Management. PROGRAM AND BUDGET COUNCIL At its meeting on March 13, 2013, the Program and Budget Council unanimously approved the Certificate in Sport Management. MOVED: That the Faculty Senate approve the Certificate in Sport Management, as presented in

3 UNIVERSITY OF MASSACHUSETTS AT AMHERST OFFICE OF THE SECRETARY THE FACULTY SENATE PROGRAM REVISION APPROVAL FORM 50 COPIES REQUIRED FORM RR PROGRAM TITLE: Certificate in Sport Management PLEASE CHECK: GRADUATE XXX UNDERGRADUATE DEPARTMENT Sport Management HEAD/CHAIR: Lisa P. Masteralexis, Dept. Head SCHOOL OR COLLEGE Isenberg School of Management DEAN: Mark Fuller, Dean Submission Date: 9/4/2012 Proposed Starting Date: 9/1/2013 I. PROPOSAL DEVELOPMENT A. Describe the Proposal. The proposed Certificate in Sport Management will be offered by Isenberg School of Management Professional Programs and the Mark H. McCormack Department of Sport Management at the University of Massachusetts Amherst. The Certificate in Sport Management Program will be administered primarily online (with an option to offer some courses at a satellite campus) and requires the completion of fifteen (15) credit hours of designated graduatelevel courses. B. Provide a brief overview of the process for developing the Proposal. The Professional Programs office in the Isenberg School of Management met with Lisa Masteralexis, Chair of the Mark H. McCormack Department of Sport Management, to discuss the long-term viability for offering a Certificate in Sport Management. Sport Management faculty who have extensive experience delivering online courses were asked to identify an initial set of courses that would meet the core requirements for this certificate and that could be effectively sourced and delivered on a consistent basis. Before submitting the proposal for Faculty Senate Approval, it was sent to Dean Mark Fuller for review. II. PURPOSE AND GOALS Describe the Proposal s purpose and the particular knowledge and skills to be acquired. The proposed Certificate in Sport Management can be targeted toward anyone with an interest in advancing their knowledge in the area of Sport Management. Students will acquire core knowledge/skills that will allow them to understand and address current trends/issues in sport management. Specific knowledge and skills include (but are not limited to) sport management issues, marketing (e.g., marketing research), legal issues (e.g., contract law), financial management, public relations, and entrepreneurship.

4 III. RESOURCES If this proposal requires no additional resources, say so and briefly explain why. If this proposal requires additional resources, explain how they will be paid for. For proposals involving instruction, indicate how many new enrollments are expected and whether the courses have room to accommodate them. This proposal requires NO additional resources as all of the courses will be sourced on an additional compensation basis either by existing faculty in the Mark H. McCormack Department of Sport Management or by affiliated experts who are either academically or professionally qualified. Expected enrollment is difficult to gauge. The Mark H. McCormack Department of Sport Management has a very strong international reputation and we expect to see significant domestic as well as international interest in this certificate program conservatively, we are expecting an initial enrollment of students in Proposed Curriculum: Certificate in Sport Management Core Courses (9 Credit Hours) SPORT-MGT 595D Sport Management (3-Credits) SPORT-MGT 623 Sport Marketing (3-Credits) SPORT-MGT 635 Sport Law (3-Credits) Elective Courses (6 Credit Hours) Note: Any 1, 2 or 3 credit hour course offered by the Mark H. McCormack Department of Sport Management in the Isenberg School of Management (see proposal for a list of proposed elective courses) that have an appropriate focus are eligible to count as elective credit towards an Certificate in Sport Management. 15 Total Credit Hours

5 Proposal: Certificate in Sport Management 1 Note: Prepared for Faculty Senate Review Overview The proposed Certificate in Sport Management will be offered by Isenberg School of Management Professional Programs and the Mark H. McCormack Department of Sport Management at the University of Massachusetts Amherst. The Certificate in Sport Management Program will be administered primarily online (with an option to offer some courses at a satellite campus) and requires the completion of fifteen (15) credit hours of designated graduatelevel courses. Program Details Admission: A minimum of a bachelor s degree. Format: The core courses are offered online every Spring and Fall semester with a subset of both core and elective courses being offered in the Spring, Summer, and Fall semesters. The Learning Management System (LMS) allows students to access their course content via a traditional web browser or via a mobile device (e.g., iphone, ipad, Android, etc.). Contingent on student demand and instructor availability, some electives may be offered at a satellite campus (i.e., either Holyoke or Shrewsbury). Fees: The Certificate in Sport Management requires students to take a total of 15 credits. The fee per credit for these courses is $750. There is an additional non-refundable registration fee of $45 each term. The registration fee is paid only once each term, regardless of how many courses a student enrolls in. Total cost for the Certificate in Sport Management is $11,475 (assuming $225 in registration fees across 5 semesters excludes textbook costs and any applicable discounts). Required Curriculum: To satisfy the requirements for earning a Certificate in Sport Management, students must take the core curriculum (9 credit hours) as well as 6 credit hours of electives for a total of 15 credit hours. Core Courses (Required) SPORT-MGT 595D Sport Management (3-Credits): o Intro to Sport Management Industry o Management Issues in Sport o Sport Governance & Regulation o International Sport Management o Sport Financial Models SPORT MGT 623 Sport Marketing (3-Credits): o Intro to Sport Marketing & Sponsorship o Branding o Consumer behavior o Research o Promo Mix (with emphasis on sponsorship) o Sponsorship Activation & Measurement o Activation (including sales promotion) o ROI/ROO SPORT-MGT 635 Sport Law (3-Credits): o Tort law 1 The offering of the Certificate in Sport Management is contingent on final approval by the Faculty Senate at The University of Massachusetts Amherst.

6 o Contract law o Sport Marketing & the Law o Sport Governance o Alternative Dispute Resolution (Arbitration, Mediation, CAS) o Labor & Employee Relations and Collective Bargaining o Risk Management Electives 2 (6 Credit Hours Required) SPORT MGT 595C Sport Sales Management (3-Credits): o Overview of sales theory/strategy for sponsorship sales (relationship selling) o Best practices for sponsorship sales o How to work with ad/promotion agencies o Developing winning sponsorship sales presentations SPORT-MGT 693A Applied Sport Management Research (3-Credits): o Market research theory and practice o Simulated market research projects o How market research is used in sport industry o Key issues in market research for sport industry SPORT-MGT 695A Strategic Sport Communications (3-Credits): o Examine how sport organizations communicate with target markets o Use of mediate devices to consume sporting products o Public relations o Community relations o Television, radio, & print media o Growth of the internet and new sport communication technologies SPORT-MGT 680 Sport Management Policy (3-Credits): o Examination of how to build and sustain excellence in sport organizations o Case study-based approach to learning about management strategy and policy development for sport organizations o Examination of ethical approaches to management in sport industry with particular attention to conflicts of operating commercial enterprises without compromising basic tenets of sport o Examination of challenges of managing sport in a global marketplace Faculty: For information on our world-class faculty, please visit Certificate Requirements: The certificate is awarded to students completing the required core and elective courses with a passing grade in each course of a "B" or better. All courses must be taken through UMass Amherst, Continuing & Professional Education. The student must complete all required courses within 3 calendar years from the date of admission. Certificate Process: Upon meeting the certificate requirements, the student must submit a certificate eligibility form to have their transcript audited by the Graduate Programs office in the Isenberg School of Management. For more information: Dedicated Advisor for Certificate in Sport Management: MaryBeth Kimball, Director of Student Support Services Phone: mbkimball@isenberg.umass.edu 2 This is not an exhaustive list of electives. Any courses offered by the Isenberg School of Management that have an appropriate focus on Sport Management are eligible to count as credit towards a Certificate in Sport Management.

7 SYLLABUS: SPORT MGT SPORT & THE LAW Professor Lisa P. Masteralexis Department of Sport Management Isenberg School of Management University of Massachusetts Amherst FALL 2012 OFFICE: Room 236H Isenberg ROOM: ISOM 112 MAILBOXES: Room 230 or 236 Isenberg CLASS: Tu & Th 11:15-12:30 PHONE/VOIC (413) lmasteralexis@isenberg.umass.edu OFFICE HOURS: Tu/Th 1:00-2:30 or by appt. I. COURSE MATERIALS REQUIRED Textbook: Sharp, L.A., Moorman, A.M., & Claussen, C.L. (2010). Sport Law: A Managerial Approach. Scottsdale, AZ: Holcomb Hathaway. SECOND EDITION Other course materials: SportsBusiness Journal; Lexis-Nexis Academic and WestLaw Academic research databases II. GOALS OF THE COURSE To understand the nature of the American legal system To provide a basic knowledge and understanding of the law s application to amateur and professional sport. To be cognizant of the potential liability in the supervision, management, and conduct of sport, and of strategies for limiting liability (risk management). To increase awareness and understand legal issues relevant to sport. To learn to think critically and analytically about the interaction between the law and sport in our society. III. GENERAL COURSE POLICIES CLASS PREPARATION The student will get the most out of class meetings by reading and understanding assigned materials before class. Accept that you may have to read the case decisions several times before understanding the case. You may also find it useful to review the case in its entirety on Lexis-Nexis or WestLaw. Where other cases are recommended, students should brie the cases. I also encourage students to study in groups to work on briefs and case problems. It is important to note that study groups should focus on checking one s work and one s understanding of the cases, and that study groups are not a substitute for reading the cases and briefing the cases. CLASS PARTICIPATION Class participation is encouraged in every possible manner. Attendance is not participation. The student is introduced to the case study method of problem solving. This is important because law is based on the case method. Each student will make at least one class presentation on Current Legal Issues. Each student should be prepared to contribute to class discussion in each class. *Use of laptops in class must be only for course-related work (i.e., note-taking or assignments as instructed by faculty). Using laptops for personal use (i.e., s, fantasy sports) or texting in class will not be tolerated. CLASS ATTENDANCE Class attendance is important for the lecture, notes, and your participation grade. The final grade will be reduced by.25 points for each unexcused absence.

8 EXAMINATIONS Midterm and final examinations will be scheduled in two-hour blocks in an open note format. Examinable Material: assigned readings, lectures, material posted on MOODLE, and discussions. IV. GRADING Foremost in the determination of the final grade is the quality of the student s work and participation regarding the assignments and class discussion. Grades will be based on the following percentages: Attendance & Class Participation 15% Current Legal Issue Presentation/Discussion Posts 10% Legal Memo 25% Exam 1 25% Exam 2 25% 100% Grade Scale: A A B B B C C C D D F <60 NOTE: Academic dishonesty will not be tolerated. Action will be taken against students in committing academic dishonesty in accordance with the current Graduate Rights and Responsibilities Handbook. V. CURRENT LEGAL ISSUES PRESENTATION GUIDELINES OVERVIEW Each student will be assigned dates to present on current legal issues. The assignment will prepare you to spot legal issues that have an impact on the business of sport. The presentations should cover new or recent cases and/or factual situations that may lead to a legal case/conflict or a key business decision/conflict. On a student s assigned day (s)he is responsible to through the class list serve their legal issues 48 hours in advance for class members to review PRIOR to class. The CLI should include a factual summary of the issue along with a series of questions to lead the class discussion. Sources should be cited on the bottom of the CLI Presentation and in-class discussion should last no more than 20 minutes. Further class discussion should occur on Moodle forum. GRADING BASIS -Coverage/understanding of the issue(s); the organization and clarity of presentation -Significance of chosen issues to class (relationship between current issues & class material) -Participation in discussions VI. LEGAL MEMO Legal memo will be based on chosen current legal issue. Details on memo will follow later in the semester. Memo will be due by end of January Break. VII. CONTENT OUTLINE AND ASSIGNMENT SCHEDULE DATES TOPIC ASSIGNED READING (Chapters/Pages) Sept. 6 Course Overview & Introductory Legal Concepts Chapters 1-3

9 Sept Judicial Review of Sport Chapters 1-3 (tie up loose ends) Masteralexis Judicial Review Chapter Available on Moodle site Brief case in chapter bring to class **How to brief a case: See p of your textbook; For further help briefing cases, see the following useful websites: Governance Issues Pro Sports Ch. 11 ( ) Governance Issues Olympic sport Ch. 12 Governance of High School & College Athletics Chap. 13 ( ) Sept. 25-Oct. 2 Tort Law Negligence & Vicarious Liability Participant Liability Issues Ch. 15 Premises & Spectator Liability Ch. 16 ( ) Waivers & Exculpatory Clauses Ch. 17 Review Contract Law Ch. 4 (50-56) Oct Intentional Torts Participant Violence Ch. 18 Oct More Intentional Torts Additional Intentional Torts Ch. 20 ( ) Tort Theories & Employment Law Ch. 5 (82-94) Oct. 25 EXAM In class 10:50-12:50 Oct 30-Nov. 1 Contract & Agency Law Contractual Issues in Employment Ch. 4 Nov. 6 Agency Law Agency Law & Athlete Agents Ch. 10

10 Nov Antitrust Law Antitrust Law Basics Handout Antitrust Law Applied to Sport Ch. 11; Case p. 344 Nov. 15 Labor Relations & Collective Bargaining Labor Relations & Collective Bargaining Ch. 9 November 2 t2h No Class Thanksgiving Break Nov Regulation of Sport Organizations Employment Discrimination Ch. 6, 7 Dec. 4-6 Participation & Discrimination in Athletics Ch. 14 Exam Week Exam #2 Time & Room TBA Legal Memo Due in January Details forthcoming NOTE: Class will not meet on the following dates: Oct. 9 Columbus Day (Monday Schedule); Nov. 22 Thanksgiving Break COPYRIGHT NOTICE Many of the materials created for this course are the intellectual property of the instructor. This includes, but is not limited to, the syllabus, lectures and course notes. Except to the extent not protected by copyright law, any use, distribution or sale of such materials requires the permission of the instructor. Please be aware that it is a violation of university policy to reproduce, for distribution and/or sale, class lectures or class notes, unless copyright has been explicitly waived by the faculty member.

11 1. UNIVERSITY OF MASSACHUSETTS 2. DEPARTMENT OF SPORT MANAGEMENT APPLIED SPORT MARKETING RESEARCH 6. SPRING SYLLABUS AND COURSE OUTLINE FOR SPORTMGT 693A INSTRUCTOR: Tracy L. Schoenadel 16. TELEPHONE: (413) Office hours: Monday, Tuesday and Thursday 8:00 to 3: INSTRUCTOR: Young Han Lee 21. TELEPHONE: (413) Office hours: Monday and Wednesday 10:30 to 12: Text : Creswell, John W. Research Design Qualitative, Quantitative and Mixed Approaches. 28. Course Description: The research process is useful in every aspect of sports business. This course presents a managerial as well as technical perspective to research. Quantitative and qualitative tools, techniques and methods of applied research are explored in the framework of general guidelines for empirical work. Topics will include sampling techniques, research design, data collection, and problems of measurement. Statistical methods such as frequency, variability, sampling, and observation will form the basis for performing applied industry research. Course Objectives. The student who successfully completes this course will have the ability to: 1. Apply the general steps in the applied research process. 2. Comprehend the difference between quantitative and qualitative research and the methods and techniques used in both, as well as their benefits and limitations. 3. Use various sampling techniques, research designs, data collection procedures, and methods of measurement as they relate to the applied research process. 4. Comprehend the use of statistical methods as applied to data analysis and interpretation. 5. Evaluate research projects for need and depth of analysis. 6. Use applied research steps and techniques to develop a research proposal. 7. Appreciate the perspectives of industry and academic experts as they relate to applied research.

12 Approach. This course will be lecture and discussion format. Late assignments will only be accepted in limited situations (illness or other emergency). If you are unable to attend class, it is your responsibility to inform the instructor prior to class, if possible, and insure you are able to obtain lesson notes, etc. as may be applicable. Requirements. Requirements of this course consist of the following: 1. It is expected that each student will be prepared to participate in lively, intelligent and professional discussion. Reading assignments and homework must be done prior to attending class so that everyone will benefit from an indepth and informed discussion of issues. 2. All written assignments are to be typed with spelling, grammar and punctuation in a professional or business standard. 3. Each student will be required to research, formulate, present and write a research proposal/project that might/could be used for the Advanced Special Project. The proposal will include: The proposed topic (title) of project or research study. A description of the idea or an explanation of the parameters of the problem, questions or project that will succinctly set the stage for the remaining report. This must include purpose and objectives of intended study as well as the need for/significance of the project. The proposed research design and procedures to be used -- i.e., the research methods/techniques. The design should include: type of research, possible statistical procedures, survey and sampling possibilities, anticipated results (if applicable), etc. The written proposal will be evaluated on the student's successful development of a viable research topic as well as presence and quality of the proposal components including content, organizational coherence and correct usage of the English language and chosen style manual. The in-class presentation will be evaluated based on coverage of the above topical areas and delivery techniques. Each student will also participate (in a group) with a pre-selected research project with an outside company/athletic department. The group will be responsible with meeting the client, developing the research design, questionnaire, implementation of the study and analysis of results. Evaluation: Course grades will be based upon the quality of critical analysis and discussion of required and recommended readings, participation in-class discussions and projects, and the development, presentation and writing of the research proposal. All students will be expected to participate in a number of hands-on project and assignments designed to develop the necessary critical and practical skills for conducting applied research. Some exercises will involve preparing a brief written report. Others will be presented orally. (Assignments will be described in class as needed.) The evaluation for the course will be based on the following components and values assigned: Research Proposal (Midterm) Research Project Written & Presentation (Final) Participation, discussion and in-class assignments Total = = A = AB = B = BC = C Below 69 = F 25 points 50 points (includes group peer evaluations) 25 points 100 points

13 Course Outline. This outline may be modified to accommodate related current events, UMass events, unexpected guest speakers or other extraordinary circumstances. Date & Topic January 24 January 31 February 7 February 14 February 21 February 28 March 6 March 13 March 20 March 27 April 3 April 10 Introduction and Course Objectives Sport Research Trends Types of Research Design and Applications (Quantitative vs. Qualitative) Setting the Stage for the Research Process Defining Research Problem, Objectives and Purpose Determine Questions and Hypotheses Choosing the Most Efficient Research Design Sampling Types of Questions to Ask Data Collection Ethical Concerns Associated with Various Research Designs Statistical Techniques and Applications Data Management Writing the Research Report Focus Groups Recruiting for Focus Groups Moderating for Focus Groups Analyzing Focus Group data Midterm Due (Research Proposal) Management Efficiency (Young) Data Analysis Working Session (Schoenadel) Spring Break Management Efficiency (Young) Data Analysis Working Session (Schoenadel) Pricing Strategy (Young) Data Analysis Working Session (Schoenadel) Pricing Strategy (Young) Research Report Working Session (Schoenadel)

14 April 24 May 1 Pricing Strategy (Young) Mock Presentations Answer Questions for Presentations Final Presentations and Graphical Report Due

15 University of Massachusetts Mark H. McCormack Department of Sport Management SPORTMGT 623: Sport Marketing: Fall Course Information Course: SPORTMGT 623 Sport Marketing Meeting Time: Mondays & Wednesdays 1:15-4:15 Instructor: Dr. Janet S. Fink Contact Information: ; SOM 236D Office Hours: T 9-11 & TH (and by appointment) 2. Required Texts 1) Shank, M. D. (2009). Sports Marketing: A Strategic Perspective. 4 th Edition. Upper Saddle River, New Jersey: Pearson Prentice Hall LTD. 2) Street and Smith s SportsBusiness Journal: To subscribe, please visit the website: Then select UMass Amherst, and then Steve McKelvey 3) Readings posted to Moodle 4) HBR Readings 3. Course Rationale This class focuses on the unique aspects of the sport industry and how they interact with and impact the way traditional marketing strategies are implemented. Sport marketers must operate in a unique service industry in which there is a great deal of inconsistency and a high emotional connection to the product. After completing this course, students should have a firm understanding of the unique aspects of marketing sport (and marketing products and services through sport) and be able to utilize that knowledge to develop successful marketing strategies. 4. Course Design This course is designed to: a) provide students with a broad appreciation of the uniqueness of sport marketing and its function as a vital component of sport management. b) provide students with an understanding of sport marketing concepts as they are currently being applied (or could be applied) to better market sports, or better market products/services through sports c) provide a foundation for students to engage in advanced work in marketing, consumer behavior, or related fields. To accomplish these goals, the class will be structured as follows: 1:15:245 Lecture/Discussion regarding most critical aspects of readings Break, SBJ/ Current Issue Group Presentation 2:45-3:30 Introduce Case of the Day ; students work on answering case questions using the material from readings, lecture, discussion, etc. 3:30-4:15 Discussion of Case application of relevant information

16 5. Course Requirements /Evaluation Participation: In addition to attending, students are expected to be an active participant in the class. In order to accomplish this, students must be READ ALL MATERIAL THOROUGHLY AND CAREFULLY BEFORE CLASS. You must listen carefully to what others have to say, and offer your own thoughts when applicable quantity does not necessarily equal quality the best participation usually is the result of applying what you have read/learned to practice. Additionally, group members have the ability to detract points from this grade if they deem someone is not being a fully active group member. After each class, you will be given a participation grade of 0 to 3. (30 possible points) Personal Goals, Views of Sport Marketing, What you hope to learn from class: At the start of the first class, I will ask you to respond, in writing, to a series of questions. These questions are designed to help me better understand your career aspirations and your views about sport marketing, as well as help me ensure the course is designed to meet student expectations. (5 points) Mid-term Case Response: After most of the material for class has been covered, you will be given a case study that will challenge you to incorporate all that you have learned in the class in order to effectively answer the case questions. The case will be handed out on 11/14 (at the end of class) and will be due on or before 11/23 by 5:00 p.m. EST (50 possible points) Group Responses to Case Study: Students will be grouped the first day into groups of 5 (one group will have 6). Groups will be given 45 minutes to respond to a short case study distributed in class. These cases will usually be current, deal with real issues, and require you to utilize the material for the day (as well as previous material or any outside material if pertinent). (5 points each/45 possible points) Group Current Issue Presentation: In groups of 3 (1 group will have only 2), students will present a current issue that is impacted, or exemplified, by the topic for the day. (For example, if the topic of the day were promotions, a current issue presentation could explain a sport organization s successful use of social media) The current issue can come from the SBJ or any other outside source, but it should be something that is relatively cutting edge regarding the day s topic. Students will present the topic, relate it to course material, and engage the class in discussion or activities (20 minutes). (30 possible points) Octagon Bowl/Final Presentation: Octagon Marketing will provide a case brief that describes a business development challenge facing one of their corporate clients. Your case group will work to formulate responses to the challenges presented in the case and provide a business presentation delivered in Mid-December at the Octagon offices in Norwalk, CT. (75 possible points, includes evaluation from Octagon representatives) Grading Structure % = A % = A 90-92% = A % = B % = B 80-82% = B % = C % = C 70-72% = C % = D % = D < 60% = F

17 Class Schedule Date Topic Readings Due 10/22 Special Nature of Sport Marketing Shank, Chapters 1 & 2 Chalip: Forward (moodle) Wakefield: Chapter 1, What is sport marketing (moodle) Individual Views of Sport Marketing/what you hope to get from the class. 10/26 Marketing Research Shank, Chapter 3 HBR Chapter USAToday Link 10/29 Class Canceled (Sandy) 10/31 Segmentation Shank, Chapter 6 Huddell SBJ article, link on moodle Deconstructing the Modern Sport Fan (Moodle) 11/5 Sport Product and Branding Shank, Chapter 7 and of Chapter 8 How Gatorade turned around link Branding in the digital age. HBR article Partnership Brand Marketing (moodle) 11/7 Promotions Shank, Chapter 9 Attitude Change Chapter (moodle) Global success in sport promotion (moodle) 11/12 Veterans Day No Class Group Case Analysis #1 Current Issue Presentation #1 Current Issue Presentation #2 & 3 Group Case Analysis #2 (10 points) Current Issue Presentation #4 Group Case Analysis #3 Current Issue Presentation #5 11/14 Sponsorship 11/19 Midterm distributed Endorsements/Managing Personal Brands Shank, Chapter 11 Sponsorship activation link Not playing the game (moodle) Fink Chapter (Moodle) Fink, Cunningham, Kensicki (moodle) Maria Sharapova, Marketing a Brand.HBR Case Group Case Analysis #6 Current Issue Presentation #7 Group Case Analysis #7 Current Issue Presentation #8

18 11/21 Midterm no class meeting 11/26 Sport Consumer Behavior 11/28 Corporate Social Responsibility and Cause Related Marketing Shank, Chapters 4 & 5 Trail excerpt (Moodle) Trail Chapter 11 (moodle) Sportsbusinessjournal link ActiveNetwork Report (Moodle) Babiak.Wolfe.CSR (moodle) Pharr.Lough (moodle) CSR Brand (moodle) Midterm Case analysis due by 5:00 p.m. Friday 11/23 Group Case Analysis #8 Group Case Analysis #9 Current Issue Presentation #6 12/3 Group Work on Octagon Bowl 12/5 Group Work on Octagon Bowl 12/10 Presentations at Octagon

19 University of Massachusetts Mark H. McCormack Department of Sport Management Isenberg School of Management SPORTMGT 595D Introduction to Sport Management Online Course 2013 Lecture: Lecture Date and Hours TBD Classroom: TBD Professor: Stephen McKelvey Office: TBD Office Hours: Office Hours Date/Time TBD Course Website: Blackboard Phone: (413) Required Reading Materials: Course Textbook: Rosner, S.R., Shropshire, K.L. (2004). The Business of Sports. Ontario, Canada: Jones & Bartlett. Selected Chapters: Wong, Glenn M. The Comprehensive Guide to Careers in Sports, 2nd Edition. Burlington, MA: Jones & Bartlett. Additional Reading: Street & Smith s SportsBusiness Journal. (Online subscription can be accessed at choose college program and follow prompts Course Description and Objectives: This course provides exposure to the unique industry of sport business. Sport managers should be aware of the various governing structures within sports and should be able to discuss how the basic principles of management, marketing, law, finance and ethics are applied to understanding and managing sport. Upon completion of this course, students should be aware of the different entities within the sport industry and should be able to understand the career opportunities available in sports. Through weekly readings, PowerPoint lectures, on-line discussions and a final paper, students will gain insights into the strategies and tactics utilized by companies to solve basic problems faced by sport managers. Sport business areas covered in detail include: professional sports; league structure and background; labor and unions; individual sports; sport franchise valuation; Olympic sports; college sports; gender equity and diversity; ethics and the future challenges in sport business. Overview of Course: This course consists of 10 units, each of which will be delivered on a week-by-week basis. Within each unit, you will be responsible for: Assigned Readings (The Business of Sports textbook, select readings from Careers in Sports and readings posted on course website) Studying of PowerPoint lecture for each unit. These lectures will explain key concepts and extend the information covered in the readings Participating in the threaded discussion questions that will be based on the readings/lecture Each weekly Unit will open at 8:00 AM on Monday. Units will not open until the Unit week begins. In other words, you will not have access to assignments in advance of the week it is assigned.

20 Assignments and Grading Policies: Your final grade in this course will be determined by your performance on four types of assignments: Assignment Points / Assignment TOTAL %AGE OF OVERALL GRADE Weekly Participation in Threaded 3% (x 10) 30% Discussion Question (min. of 3 posts) Business Memos 6% (x 5) 30% Mid-Term On-Line Test (multiple choice) 15% 15% Final Paper 25% 25% 100% Grading Scale: A C A C B C B F 69 & below B Online Threaded Discussions (30%): To successfully achieve the goals of this course, participation in the weekly discussions is required. 30% of your final grade is based on your weekly participation in online discussions. Because traditional classroom discussions will not occur with this class, much of the learning will occur in the threaded discussion component of this class. In short, it is my hope that you can learn from each other about your experiences. I have assigned weight to the threaded discussion participation to underscore the importance of preparation and participation in the discussion topics. It is my hope that you will strive to provide comments that are: Insightful comments reflect on what you have read, and offer thought provoking comments to which other students can respond Thoughtful comments that demonstrate you have spent time crafting your response and have considered the existing posts on the topic Complete and concise do not use more space than is needed Respectful of other opinions presented in the discussion. It is okay to disagree with others (in fact it is encouraged if you have a solid argument), but please do so in a manner that is consistent with proper etiquette Well written please also pay attention to using correct grammar, spelling, and punctuation. Please consider using a word processing program to craft your response (and incorporate suggestions from spell check and grammar check). Each week students will be provided with a threaded discussion topic tied to the unit s topic area. During the week, I will then post sub-questions or follow-up questions for students to think about. Each student must then ALSO post a minimum of two (2) additional, well thought-out responses to further elaborate upon the week s threaded discussion topic. Your minimum of three (3) posts must occur on at least two separate days (this requirement is in place so that you follow the discussion over the week and do not make all of your comments on one day). I will only evaluate your first three responses to each question as I am looking for quality and not quantity so make every post count!! I expect that the bulk of these on-line discussions will take place on Wednesday through Sunday (after you have had an opportunity to read and digest the materials for the week). All of your postings MUST take place by 10:00 PM (EST) on Sunday.

21 All students are expected to be professional, courteous, respectful, and civil in their interactions with others (using , posting a discussion comment, etc.) in this course. For a primer on proper etiquette, please visit In addition, the University of Massachusetts and I are not responsible for the content of any personal messages that are sent from one student directly to another student using the course listing for this course. On my end, I will participate in the discussion in an effort to keep them on point, clear up misunderstandings, and advance the understanding or application of a particular topic. Midterm Exam (15%): The Midterm Exam will be held during the week of TBD. This exam will be held online and will be multiple choice. The exam will be timed, so once opened; there will be one (1) hour to complete it. There will be no final exam. The exam will include material from the PowerPoint s, discussion topics and assigned readings. Absolutely no make-up exams will be given. Academic dishonesty will not be tolerated. Action will be taken against students in committing academic dishonesty in accordance with the current University policy: Business Memos (30%): Critical thinking skills are paramount in assessing real-world issues and opportunities, but just as important is the ability to communicate student analysis and recommendations on paper. Over the course of the semester, students will be required to write and submit five (5) business memos based on fictional scenarios provided by me. The business memo scenario will be posted on-line the week that it is due. I typically will play the role of the company President/CEO and you will play the role of a person within the industry (as decided each memo), charged with providing me with a memo that sets forth your recommendations that are applicable to the specific industry and topic that week. In accordance to the memo format, these papers must be typed and not exceed two (2) pages, single-spaced, with 12- point font and margins set at one inch on all four sides. Students who do not adhere to these instructions will lose points. Business Memos will be due by the Sunday the unit ends (no later than 11:30 PM). NO Business Memos will be accepted beyond the week that they are assigned! Final Paper (25%): This course culminating Final Paper is designed as a means of incorporating the concepts covered in class. The paper should be based on a current sport management issue and should not exceed five (5) pages, single-spaced with 12- point font and margins set at one inch on all four sides. This paper will require students to discuss at least three issues from the areas of sport marketing, sport finance, sport law, media, etc. and should focus on a specific industry, (college, Olympic, professional etc.). Students are advised to draw information and articles from Street & Smith s SportsBusiness Journal. Papers will be due by the final Sunday of Week 10 (no later than 11:30 PM). Late papers will be penalized five (5) points per day late. Responsiveness and I will try my best to be responsive to your questions and concerns. I will read s and discussion boards at least twice a day, usually one in the morning and the other in the evening, during the week. Thus, you may expect my response to your s and selected discussion topics within 24 hours in most cases. When you have questions about the material covered, you have two options: 1) For each unit, there will be a separate discussion thread entitled Ask the Professor. This threaded discussion will remain blank until someone posts a question. I use this space to facilitate group learning from individuals questions. These can be additional questions that you have in the course of reading the Unit materials, questions about a current issue in sports, etc. Please first consider posting your question in this section, as I will regularly check this discussion area.

22 2) If you feel that your question is more appropriate as a personal to me, please write 595D Question in the subject line of the so that I can readily identify your s from among other s and provide you with the quickest response possible. I will also attempt to provide you with prompt feedback on the assigned components of this course as I know that a) you are curious about how you performed; b) feedback on one assignment will help you improve for the next assignment; and c) feedback is part of the learning process. Technical Problems: I strongly encourage you to make copies of all communications with me, all papers submitted, and all exams taken for the purpose of having backup for your work in the case of a computer crash. An ISP problem that you may have is NOT an acceptable reason for turning work in late or failing to post responses to the discussion questions. If computer or ISP problems occur, you are responsible for finding another location from which you can do your work. BELOW IS THE GENERAL COURSE SYLLABUS. A MORE DETAILED SYLLABUS (INCLUDING THE SPECIFIC READINGS) WILL BE POSTED ONE WEEK PRIOR TO START OF THE COURSE Unit Topic(s) Dates Assignments/Readings 1 Course Introductions PART I Professional Sports: League Structure and Background Week 1 READ: Rosner, Chs 1-2; Wong, Ch. 1; What is it Really Like to Work in the Sports Industry? STUDENT INTRODUCTIONS DISCUSSION: See posted question 2 Revenue Sharing and Financials; Sport Franchise Valuation 3 Media and Licensed Products 4 Labor Unions: Legal Framework; Salary Arbitration and Caps; Free Agency; Role of Agents 5 Individual Sports and Start-up Leagues: Successful Models; Minor Leagues; Women s Sports 6 PART II Olympic Sports: Organizing Committee, Revenues and Expenditures 7 PART III College Sports: History; Structure Week 2 READ: Rosner, Chs. 3-5, 12; ADD L READINGS AS ASSIGNED DISCUSSION: See posted question Week 3 READ: Rosner, Chs. 6-7; Wong, Ch. 70; ADD L READINGS AS ASSIGNED BUSINESS MEMO #1 DUE DISCUSSION: See posted question Week 4 READ: Rosner, Chs. 8-9; Wong, Chs. 41 and 43; ADD L READINGS AS ASSIGNED DISCUSSION: See posted question Week 5 READ: Rosner, Chs ; Wong, Ch. 22; ADD L READINGS AS ASSIGNED BUSINESS MEMO #2 DUE DISCUSSION: See posted question Week 6 READ: Rosner, Ch. 13; Wong, Ch. 28; ADD L READINGS AS ASSIGNED DISCUSSION: See Posted Question MID-TERM TEST (Multiple Choice) Week 7 READ: Rosner, Ch. 14; Wong, Chs ADD L READINGS AS ASSIGNED BUSINESS MEMO #3 DUE

23 Unit Topic(s) Dates Assignments/Readings Careers in Sports: Networking and Job Seeking 8 NCAA: Financial Overview; TV rights; Championship and Bowl Games 9 PART IV Sociological Considerations: Gender and Diversity 10 Amateurism, Ethics and the Future DISCUSSION: See posted Question FINALS PAPER DETAILS ASSIGNED Week 8 READ: Rosner, Chs ; Wong, Chs ; ADD L READINGS AS ASSIGNED BUSINESS MEMO # 4 DUE DISCUSSION: See posted question Week 9 READ: Rosner, Chs. 17 and 19; ADD L READINGS AS ASSIGNED BUSINESS MEMO #5 DUE DISCUSSION: See posted question Week 10 READ: Rosner, Chs. 18, 20-21; ADD L READINGS AS ASSIGNED DISCUSSION: See posted question FINAL PAPER DUE

24 1. UNIVERSITY OF MASSACHUSETTS 2. MCCORMACK DEPARTMENT OF SPORT MANAGEMENT STRATEGIC SPORT COMMUNICATIONS 6. SPRING SYLLABUS AND COURSE OUTLINE FOR SPORTS 595A INSTRUCTOR: Tracy L. Schoenadel 16. TELEPHONE: (413) Office hours: Tuesday and Thursday 11:00 to 2:00 REQUIRED READING MATERIALS: Routledge Handbook of Sport and New Media Andrew Billings & Marie Hardin, Eds. (2013) Street & Smith's Sports Business Journal (subscription form can be found at and clicking "college program") COURSE DESCRIPTION AND OBJECTIVE: This course examines the various channels for communication within the sport industry. The primary focus will be an analysis of the ways in which sport organizations communicate directly with their target markets as well as in-depth discussion of the mediated devices used to consume sporting products. Topics include: public relations, the uses of television, radio, and print media, the growth of the Internet and new sport communication technologies. Furthermore, students will be charged with identifying future communication tools and assessing their potential impact on sport. Students will form teams for the duration of the semester and take on challenges facing sport organizations in regards to reaching and communicating with their fan bases. By incorporating real-time issues with course concepts, the class will critically analyze the state of sport communications. COURSE METHOD: Through textbook and SBJ reading, case studies, and group assignments, students will be evaluating the use of communication technologies in the sport industry. Such tasks will help to prepare students for careers in public relations, media relations and sports information. GRADING BASIS (500 points): Group Presentations (200 points, 75 for the presentation and 125 for the paper) Informational Interview (50 points) Cases Study Reports (100 points, 25 x 4 cases) Discussion Leadership (50 points) Participation (100 points)

25 Grading Scale: points= A points = A points= A points = B points= B points = B points= C points= C points= C points= F (97%+) (93%-96%) (90%- 92%) (87%-89%) (83%-86%) (80%- 82%) (77%-79%) (73%-76%) (70%- 72%) (0%- 70%) Accommodation Policy Statement. The University of Massachusetts Amherst is committed to providing an equal educational opportunity for all students. If you have a documented physical, psychological, or learning disability on file with Disability Services (DS), Learning Disabilities Support Services (LDSS), or Psychological Disabilities Services (PDS), you may be eligible for reasonable academic accommodations to help you succeed in this course. If you have a documented disability that requires an accommodation, please notify me within the first two weeks of the semester so that we may make appropriate arrangements. Course Policies. Please refer to the specific sections in Graduate Rights and Responsibilities for information regarding academic honesty. These policies will be strictly enforced, cheating and plagiarism will not be tolerated. Incidents of academic dishonesty will be prosecuted to the full extent within the university judicial process. Assignments are expected to be submitted on the assigned due date. Late work will face a deduction of 10% per day until completed. Use of Mobile phones will not be permitted in the classroom. Attendance/Participation/Etc.: Your participation grade will take into account the following: Attendance: Except for excused absences and religious observances it is expected that you are in attendance (if not, you'll find it extremely difficult to get a passing grade in the participation). If you do have an official excused absence, it is the student's responsibility to inform the Instructor as soon as possible to ensure that the student does not miss any work. Punctuality: Classes are severely disrupted by students failing to arrive on time. Classes will begin promptly. Please arrive to the class at or before the start time. Class Contribution: Every student will be expected to contribute --in an informed and hopefully imaginative manner--to the discussions that will form a large part of each day. The will be gauged both through verbal communication and new technology. It is assumed that every student comes to class having read all the required readings for the particular day, only then is it possible to make informed contributions (as opposed to off-the-cuff comments). It is equally important to be attentive when either the instructor or students are speaking, or when videos are being shown. Students are expected to display consistent, attentive, and informed participation during lectures and discussion. Failure to do so will adversely impact your grade. Like all classes in the Sport Management department, this class will help prepare you for a career in sport. If you are to perform successfully in this industry, you must have excellent verbal and written communication skills. As such, written assignments and oral presentations will be held to high standards.