Online Programs

MS in Sports Analytics and Management: Course Descriptions

A One-of-a-Kind Focus on Next-generation Sports Management Skills

American University’s MS in Sports Analytics and Management program consists of 12 fully online courses (36 credits), each eight weeks long. A council of leading professionals from top organizations such as the National Basketball Association, ESPN, the National Football League Players Association, Nike and Under Armour was consulted when developing the curriculum to ensure that it is relevant and applicable to the workplace. They identified field-specific knowledge and skillsets that graduates of current sports management programs are lacking to help American University create this unique program that leverages technology and data to provide graduates with next-generation sports management skills.

With a degree in from American University in Sports Analytics and Management you will be equipped to pursue professional opportunities that are rapidly growing in new and emerging areas such as social media, interactive spectatorship, mobile technology, fantasy sports, e-sports gaming, performance data analytics and virtual reality. Typical employers may include sports leagues and teams, governance agencies, sports agencies and firms, athlete representation, non-governmental sports organizations, sporting goods companies and other similar organizations.


SPEX 600: Emerging Technology Trends
This course explores the current and potential impacts of new, emerging and rapidly evolving technologies on organizations and their operations across a range of industries and sectors. Topics include project design, data collection and data storage, as well as legal and privacy issues.

SPEX 610: Intercultural Communications for Professionals
Students learn to improve their intercultural competencies and communication skills, with a particular focus on aspects of intercultural communication highly relevant for technical experts and managers.

SPEX 620: Professional Ethics & Project Leadership
Explore professional ethics and leadership to maximize organizational and personal success across a wide range of disciplines and fields. Learn about ethical issues involved in working with clients and donors, professional correspondence, and managing monitoring and evaluation functions.

SPEX 630: Client Communications & Professional Consulting
This course provides the skills needed to collaborate with global partners and widespread teams and to effectively communicate with clients, internal and external customers, and members of the project team.

SPEX 660: Evaluation Sciences
This course explores quantitative and qualitative tools and methods for evaluating, presenting and communicating data (big and small). Learn how to summarize and communicate findings to stakeholders so that they make informed decisions that improve overall organizational quality and efficiency.

SPEX 670: Project Cost-Benefit Analysis
Designed specifically with the non-economist in mind, this course discusses recent developments in the theoretical and empirical cost-benefit analysis (CBA) literature, including welfare economics, the microeconomic foundations of CBA, CBA methodology, and current real-world practices of CBA.

SPEX 680: Analytical Business Writing
This intensive writing course introduces mid-career professionals to the theory, research, and practice of analytical business writing. Students are exposed to entrepreneurial writing, grant writing, and clear writing principles for professionals in any field, and learn how to interview experts, work with clients and write for the web.

SAM 600: Strategic Management of Sports Organizations
Learn the principles of managing a sports organization and gain a broad overview of the sports business marketplace, including the financial and accounting acumen necessary for success. Students will be introduced to various types of sports organizations and to topics such as fiscal and budgetary control, ownership, and day-to-day operations, as well as learning the techniques, tools, theories and attributes required in sports leadership and management.

SAM 610: Sports Analytics & Social Engagement
This course addresses sports analytics, messaging and social engagement across all levels of sports (amateur, collegiate, professional) and the role of sports in American society. It also explores issues of social responsibility and globalization in modern sports.

SAM 620: Digital Enterprises in Sports
This course introduces students to new media enterprises and their use by sports organizations to create and provide content to consumers and economically influence the business of sports. It explores a variety of integrated and converging platforms, focuses on current digital technologies and channels of distribution, and provides students with hands-on experience with a wide range of tools.

SAM 630: Sports Technology & Innovation
The course explores career pathways in the sports industry for entrepreneurs, investors and employees. It provides an understanding of how to think and act entrepreneurially, emphasizing the four key pillars: technology development, global sustainability and social impact, promotional strategies, and risk and product innovation.

SAM 700: Sports Analytics & Management Capstone
This culminating project utilizes a set of skills that demonstrate maturity and professionalism in strategic thinking in sports management. Informed by an understanding of data, technology, and emerging trends in sports media, the course focuses on high-level independent document delivery and writing, applied research and analysis, and the creation of a polished, professionally written sports business plan.

To learn more about American University’s online MS in Sports Analytics and Management program, call 855.725.7614 to speak with an admissions representative or request more information.