SCC Blog
Questions to Ask When Choosing a Sport Management Program
March 12th, 2009Today’s blog post marks the beginning of a new format for the Business and Entertainment Blitz (SCC’s Blog). In an effort to share a broader industry perspective, the new format will feature several special “guest” bloggers with ties to the sports and entertainment industry who will be sharing their wisdom with our readers. Upcoming posts will focus on content that provides readers with an insider’s look at the business of sports and entertainment as well as helpful career advice.
Leading off the new format is Dr. Heather Lawrence, a sport management educator whom I hold in a tremendously high regard. She is an Assistant Professor of Sport Management at Ohio University. Her entry offers some insight as to what factors students should consider when determining which sport management program may be right for them. The information she shares is invaluable, particularly with so many programs out there today to choose from. There are several programs that stand out from the rest (Ohio University being one of them) while others may not provide the best opportunities for those interested in pursuing a career in sports. For more thoughts and insight from Dr. Lawrence, check out her blog “Everything College Sports” by clicking here.
Questions to Ask When Choosing a Sport Management Program
- By Dr. Heather Lawrence, Assistant Professor of Sport Management at Ohio University
With over 300 colleges and universities offering sport management programs today, how is a high school student to choose the right “fit” in this crowded marketplace?
No one program is right for every student, but to get the most out of the college experience and prepare for working in the sport industry, there are a few important questions students should ask before choosing a sport management program.
1. Does the faculty have industry experience as well as academic credentials?
Programs that have faculty with industry experience are more likely to value the practical side of teaching/learning. Students cannot be prepared to work in sports if their entire education experience is predicated strictly upon learning from textbooks. The experiences faculty can share go a long way to helping students truly understand the sport industry and how to apply classroom information into real-world situations. Additionally, faculty with industry experience have likely retained connections throughout sport that help in the internship and employment process for students.
2. What classes are included in the curriculum?
Having a business focus is critical in today’s sport marketplace. Almost every segment of sport has become a business. Heck, even to run a successful youth league you have to have a fundamental understanding of business principles.
Consider the following excerpt from a September 2006 Wall Street Journal article: (http://www.gamefacesportsjobs.com/breaking_in/WSJ/prwsjflngeffrt.htm), Andy Dolich (then president of business operations at the Memphis Grizzlies and current chief operating officer for the San Francisco 49ers) expressed his frustration that sport management graduates were not being taught the skills necessary to succeed in sports. He stated that, “Our business is very simple: Sell or die! I could not find in any course catalog a curriculum in season-ticket sales, telemarketing or negotiating.”
Well, there is the answer to that question; sport management programs MUST teach students how to sell. That doesn’t mean that students will have the word “sales” in their job title, but sales is part of almost everything done is sport. A college coach sells his/her program to recruits, a development officer sells an association with a team, a ticket manager sells tickets, and a marketing executive is selling the game/team/experience.
Beyond straight selling, other core business concepts are important such as basic accounting, economics, marketing, finance, ethics, law and management. These should all also be applied to sport in classes such as sport economics, sports marketing, sport ethics, sport law, and sport finance. The curriculum should also include classes related to the history of sport, how to manage facilities and events, and the sociological aspects of sport.
3. Does the college or university provide ways to get experience working in sport?
This is a critical piece of being prepared to work in sport after college. Sport management programs often integrate internships into their curriculum so students can earn academic credit for working for a sport organization. To help students find these opportunities, it is important that the institution have ties to sport organizations. Often times, alumni of the college or university encourage current students to intern at their organizations. As such, those programs with successful and abundant alumni may provide for more opportunity for internship placement. Prospective students should explore where students have completed internships in the past and how much guidance and support is provided to them from the faculty.
4. How do I know if the program is accredited?
Currently, there is no accreditation process for sport management programs. The North American Society for Sport Management (NASSM) has compiled a list of “approved” sport management programs in the United States (http://www.nassm.com/InfoAbout/SportMgmtPrograms/United_States). However, beginning in 2009-10, accreditation will be available for sport management programs through NASSM and COSMA. This will allow for some common standards across programs to be accredited. There are many excellent programs not currently listed on the NASSM “approved list” so the accreditation process is a big step in the right direction for sport management programs.
5. What kind of jobs are program graduates getting?
This is tricky because often times the first job students get is NOT an indication of how far they will rise in the sport industry. Colleges and universities should know this and be open and honest about the fact that often times the “first job” of graduates in less than ideal. For example, many undergrad sport management graduates work in inside sales, essentially making sales calls all day, but those who stay in the industry should have good jobs within a few years. What is critical is that the graduates excel at their first job enough to stand out among their peers and move up in the organization.
Additionally, not all students that graduate with a sport management degree will work in sports. Any program that indicates all their students with undergrad degrees in sport management get jobs in sport is probably exaggerating a bit. The sport industry is a very competitive field and merely surviving the major is not enough to work in sport. Only those students who put in the time and effort in and out of class to prepare themselves for the industry will have a legitimate shot at having a career in sport.
In conclusion, these are a few key areas in which prospective students should ask questions to potential colleges and universities in sport management. Perhaps more important than the responses to ANY of the above questions is the willingness of the student to do what it takes to be successful. Employers want to hire graduates who have been completely immersed in the sport world, taken advantage of volunteer opportunities, understand the business of sport (and are not just a fan), stood out among their peers in college, and are committed to being in the sport industry for the long haul. So, the choice of college is important but the main responsibility is on the student to take advantage of whatever opportunities arise (academic and non-academic) to prepare for working in this incredibly exciting yet competitive field.
About today’s guest blogger, Dr. Heather Lawrence:
Dr. Heather Lawrence is an Assistant Professor of Sport Management at Ohio University. Formerly, she served as an Associate Director of Athletics at Southeastern Louisiana University with responsibilities as a sport supervisor for 9 programs. She has authored 15 articles (academic and practical) in the areas of intercollegiate athletics, recruiting, official visit experiences, gender equity, and related issues. Dr. Lawrence has presented both nationally and internationally on topics such as NCAA compliance, gender equity, recruiting and legal issues, fiscal issues in intercollegiate athletics, and facility and event management. She also has an event management book being published in Fall 2009. Beyond her professional experiences as an intercollegiate athletics administrator, she was a NCAA Division I All-American diver, has coached, and now teaches coaching education and sport management undergraduate and graduate students.
Check out Dr. Lawrence’s blog, “Everything College Sports”, by clicking here.
*** Before you choose a sport management program, ask yourself the following: ***
1. Does the faculty have industry experience as well as academic credentials?
2. What classes are included in the curriculum?
3. Does the college or university provide ways to get experience working in sport?
4. How do I know if the program is accredited?
5. What kind of jobs are program graduates getting?
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