Specialized Professional Program in Sports Marketing and Venue Management

Specialized Professional Program in Sports Marketing and Venue Management

Classroom Program


3 months


7 Units

UCR Extension

Ramp-up your motivational skills and learn how to get the most out of people. Understand the ins and outs of managing a successful venue, and learn how to market like a pro. In just three months, you'll build the foundational skills to get your foot in the door of an entry-level position, or further your studies through a Post-Graduate Diploma in Sports Management.

Designed For

This program is designed for individuals looking to acquire the essentials of sports marketing and venue management. It can benefit professionals looking for a career change or to systemize their knowledge, as well as individuals that want to explore the sports industry as a potential career.

What You'll Learn

  • Methods for improving engagement, innovation and flexibility of staff, and ways to motivate and empower employees.
  • Fundamental marketing and communication tools for effective branding and promotion.
  • Operational aspects of running and overseeing a sports facility.

What You Can Do With This Certificate

Positions are available in the sports industry, including sports networks like ESPN, athletic apparel companies, sales and advertising companies, marketing and public relations firms, and other organizations. They might include:

  • Athlete Representative/Agent
  • Sports Public Relations Specialist/Director
  • Athletic Director
  • Head/Assistant Coach
  • Director/Assistant Director of Stadium Operations
  • Sports Marketing Specialist
  • Professional Sports Manager
  • Sports Information Director

Program Overview


7 Units

Earning the Certificate

Prior to enrolling, please ensure that you meet the following minimum requirements:

  • None

For more information see How to Earn a Certificate

Certificate Courses

Our certificate programs are designed to be flexible, allowing you the option to take just a few courses or to earn the complete certificate. If choosing to complete the certificate, we recommend you get the most out of your experience by following the suggested completion path below.

Quarter 1

The Role of Sales in Sports

MGT X414

2 units

An introduction to the various methodologies, techniques, and strategies available to business leaders, managers and entrepreneur's seeking to improve their staff's capabilities, engagement, innovation and flexibility. You also examine the attitudes and attributes that successful coaches and mentors use to empower others. Topics covered include:

  • emotional intelligence
  • how to motivate employees
  • alternate work options
  • the appropriate application of different management styles
  • not ignoring difficult employees

Also included are leading and coaching within an organization; identifying how to get the most out of people; your role as a leader, counselor, listener, facilitator and director; and how to prepare action plans for staff development and training.

Sports Promotion and Fan Engagement

MGT X414.1

2 units

Designed for those looking to acquire the essentials of marketing within the multibillion dollar industry of sports. The goal is to orient you to the real world of sports-related businesses, while providing fundamental marketing and practical communications tools. The class is designed with a very operative approach, mainly focusing on the roles of:

  • branding
  • advertising and promotions
  • public relations
  • sponsorships

You will discuss the integration of theory and practice in effective strategic marketing and evaluate differing models used to increase brand awareness, fan engagement, and revenue in sporting organizations.

Applied Sports Management

MGT X414.3

1 units

Throughout the previous sales, marketing and facility/venue courses, you have worked on sales presentations, marketing and sponsorship strategies, and operations plans. This course takes everything you have learned and ties it all together. The teachers and industry experts have given feedback and instructions on how to improve your presentations, and in this final leg of the program, you will be tested on:

  • your knowledge
  • the material and information learned from sports industry experts
  • in-class discussions

You will also deliver final presentations that encompass all you have studied.

Sports Venue and Facility Management

MGT X414.2

2 units

An overview of management theories and practices with sports organizations. You will cover:

  • security
  • stadium operations
  • concessions
  • merchandising
  • game or event day operations and planning
  • basic financial operations

You will leave this course with a thorough working knowledge of each aspect of running a sports facility.  As a result, you will be better prepared to work in any area within a venue.

“Whatever your goal, completing a professional certificate program will give you confidence to reach for the top. Join thousands of UCR Extension students whose lives have been transformed by our programs.”

Dr. Sharon Duffy

UCR Extension Professional Studies

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