This course explores sports analytics, messaging, and social engagement across all levels of sports (amateur, collegiate, professional) as well as the role of sports in American society. Students also examine issues of social responsibility and globalization in modern sports. Coursework focuses on a group project creating a comprehensive plan to use analytics in a sports organization. Through this assignment as well as reading, discussion, experiential learning, theoretical examination, policy analysis and development, and role play, students will examine the stereotypes, misconceptions, and social elements of a changing sports landscape.

Sample topics of discussion and study include:

  • Defining data and its uses in the sport industry
  • The role of analytics within social media and marketing
  • Quantitative analysis and reporting results in the sport industry
  • Data analysis and presenting findings in the sports industry
  • Using sports analytics for media relations and community relations
  • Assessing player and team analytics and building the face of the brand
  • Marketing and digital marketing analytics and the future of audience integration

Examples of assignments and projects include:

  • Sport marketing analytics and communication plan
  • Strategy and data analysis
  • Case studies

Course Outcomes

  • Identify distinctions between various media (print, broadcast, digital, and social) and between sports news and editorial coverage.
  • Identify the stakeholders in the current landscape of public relations, marketing, promotions, and communications in the sports industry.
  • Describe how social media can be used to enhance and expand customer relationships for businesses in the local DMA (designated demographic market area)
  • Demonstrate effective marketing, outreach, and distribution skills.
  • Comprehend and implement strategic digital communications tactics and tools, including social media, online communities, blogs, search engine optimization/marketing, and others.
  • Apply the fundamental principles of public relations and media analysis within the context of sports media and management.
  • Choose and use appropriate metrics to analyze data for increasing revenue and operational efficiency.
  • Develop an understanding of the ethical issues involved in the sports, media, and communication industries.
  • Recognize that sports can be vehicle for social change and envision possibilities and opportunities for such change in the global sports arena.

Click here for the official course description from the American University Catalog.

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