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Goals and Learning Outcomes

Bridging the gap between theory and practice, the Sport Management Certificate curriculum focuses on leadership, sport marketing, and revenue generation. Completion of the program will lead to the following learning outcomes:

  • Develop a set of fundamental principles and business skills used to effectively manage sport services and be a successful sport management professional.
  • Use accepted techniques of discovery and critical thinking to solve problems and to evaluate opportunities within the sport industry.
  • Employ leadership behaviors essential to guide decision making and influence change in sport organizations.

The program consists of three courses (each worth 4 CEUs) which are taught by the same instructors who teach in the M.S. in Sport Management program:

Revenue Generation in Sport (4 CEUs)

This course is designed to explore revenue generation in sport. Students will learn how revenue generation applies to different aspects of the sports business and entertainment industry. They will learn foundational sales concepts, including the sales process. Then, students will explore the role of corporate partnership in sport, and the application of the sales process as it relates to developing solutions to achieving partner organization objectives. Students will also explore fundraising, specifically in the context of collegiate athletics and community sport, with a focus on cultivation strategies.

Sport Marketing (4 CEUs)

This course offers a broad introduction to the basic concepts of marketing in sport. Special emphasis will be placed on the following areas: the marketing concept, the marketing mix, consumer behavior, psychological thought processes of consumers, market segmentation, strategic planning, and the development of a comprehensive marketing plan. Students will be challenged to interpret these marketing concepts and to formulate creative applications to current events within the industry. One of the main objectives of this course is to develop fundamental skills of sport marketing analysis. The other aim of the course is to prepare you for a potential career in sport marketing.

After completing this course, students should be able to describe the unique nature of sport-derived products, identify and explain the role of marketing in the business of sport,
apply marketing theory and concepts to what marketers do in “the real world,” and conduct primary and secondary marketing analysis to develop strategic plans.

Management and Leadership in Sport (4 CEUs)

This course is designed to explore the critical function of leadership in the management of sport organizations. Building from the academic foundations of industrial psychology, organizational behavior, and organizational theory, we consider the degree to which leadership is of strategic importance to organizational operations. In addition to gaining an advanced understanding of leadership theory and practice, students will consider their own approaches, as well as the approaches of other industry professionals, to leading organizations. This course will provide students with an environment to engage in critical thought, scholarly discourse, and philosophical debate about what it means to lead.

The online Sport Management Certificate coursework focuses on real aspects of the sport management industry, including sport event management and leadership, and utilizes the following learning components:

  • Asynchronous courses (self-paced)
  • Synchronous sessions (optional live-streamed lectures)
  • Video and audio files
  • Real-life case studies
  • Podcasts associated with case studies
  • Discussion boards, including Yellowdig

Each course will feature at least three live, instructor-led one-hour sessions, giving students the opportunity to interact with experts in the field. Attendance is optional. Sessions will be recorded and made available for students to access any time.

The certificate program is a sequence of three courses completed in six months. Students who successfully complete the non-credit certificate with an 80% or better will receive 4 Continuing Education Units (CEU) per course. Additionally, 3 elective credits will be granted to students who pursue the M.S. in Sport Management.*

Request Brochure

To learn more about the University of Florida’s online Sport Management Certificate and download a free brochure fill out the fields below. You can also call (877) 655-0111 to speak to an academic coordinator.

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The Importance of Upskilling

Upskilling is the process of learning new skills and acquiring new competencies through additional training. It is important for individuals interested in advancing their career or pivoting in a new direction. To be competitive, individuals are upskilling by taking online courses and certificates or attending conferences and seminars.

UF’s Sport Management Certificate is an excellent way to enhance your current skill set. You will have access to the most topical information, and learn real world skills from experts in the industry that you can utilize in your career.

*Completing UF’s online Sport Management Certificate does not guarantee entrance into UF’s online Master of Science in Sport Management program.