Schanwald Sports Management Program Curriculum

Students in the Stephen M. Schanwald Sports Management Program complete three core courses and one elective course for a total of 12 credits. Through this interdisciplinary sequence, students gain skills in sports management, leadership, problem-solving, communication, data-driven decision-making, and professional readiness. Students who complete all program requirements, including participation in designated experiential learning activities, earn a transcript notation and join a vibrant network of sports industry leaders and innovators. 

Schanwald students learn through high-impact, experiential coursework that mirrors the real-world challenges of today’s sports industry. In each course, students collaborate with peers across majors to analyze industry trends, develop solutions to organizational challenges, engage with sports executives, and apply business, analytics, and communication tools to authentic projects. The culminating capstone experience allows students to consult for a sports organization, applying their knowledge to deliver insights and recommendations that create real value for clients.

Schanwald SMP Learning Outcomes

  1. Develop a diverse set of foundational management, marketing, and finance skills related to within the sports industry.
  2. Demonstrate the application of these foundational skills to the sports management field.
  3. Practice information literacy through professional written and oral communication skills for the sports industry.
  4. Utilize research and critical thinking skills to identify, evaluate, and formulate creative solutions to real-world problems in the sports management field.
  5. Operate in multidisciplinary teams with an understanding of how to navigate conflict, determine individual roles, and foster an environment of mutual respect among members within the sports industry.

Cohort Experience

Schanwald students are admitted into a cohort of up to 35 students and complete all required courses sequentially with their cohort. This structure fosters strong community, collaboration, and peer learning—mirroring the team-based environment of the sports industry.

Additionally, Schanwald courses may count toward electives or major requirements depending on a student’s academic program. Students are encouraged to consult with their academic advisor to understand how the program fits into their degree plan. 

Program Courses & Requirements

Students will take all three of the following required courses in sequential order:

BMGT383: The Business of Sport (3 credits)
This course offers an in-depth exploration of sports management, covering its history and evolution into a complex, multi-billion-dollar industry. Students will study key business principles such as financial management, legal aspects, marketing, ethics, and governance, while examining various sectors like professional, collegiate, and community sports. The course equips students with the knowledge and skills necessary for effective leadership and success in the dynamic sports industry.

BMGT384: Innovation and Analytics in Sports (3 credits)
Co/Prerequisite: BMGT383
Innovation and Analytics in Sports explores the intersection of innovation, quality management, design thinking and analytics in the sports industry. Students will learn to apply design thinking and Lean Six Sigma methodologies, quality tools, and consulting techniques to evaluate current trends and emerging opportunities. Through research and data analysis, students will develop strategic solutions to real-world challenges, enhancing their ability to drive innovation and improve decision-making in the evolving sports landscape.

BMGT483: Sports Management Program Capstone (3 credits)
Prerequisite: BMGT383 and BMGT384
This capstone course is designed to provide students with an opportunity to apply their knowledge and skills in sports management to a real-world case. Through interdisciplinary collaboration, students will work in teams to develop a comprehensive understanding of a sports management case and develop a pitch presentation to stakeholders. The pitch presentation will require students to develop innovative and creative solutions to sports management challenges while considering the ethical implications of their proposals. Students will be expected to demonstrate effective communication skills, both verbal and written, and work collaboratively in a diverse team environment. 

Students will choose one elective from the following list:

BMGT350: Marketing Principles and Organization (3 credits)
An introduction to the concepts and principles of marketing, including the marketing of service and nonprofit organizations. Provides an overview of concepts such as relationship marketing, product development, pricing, promotion, marketing research, consumer behavior, international marketing, distribution and internal marketing to employees.

OR

BMIN355: Foundations of Marketing for Non-Business Majors (3 credits)
Introduces the concepts and principles of marketing. Provides an overview of concepts such as relationship marketing, product development, pricing, promotion, marketing research, consumer behavior, international marketing, distribution and internal marketing to employees.

BMGT398O: Experiential Learning in Sports Management (3 credits)
This seminar supports students engaged in sports management internships, research or other hands-on learning opportunities. Through guided reflection, students connect practical experiences with academic knowledge to enhance professional growth and integrate insights into their broader academic and career goals.

KNES287: Sport and American Society (3 credits)
Examines the relationship between sport and social issues such as delinquency, segregation, collective behavior and leisure. Connects sport to social processes including socialization, stratification, mobility and social control, as well as major social institutions such as the family, school, church, military, economy, government and media.

KNES354: Sports Finance and Business Intelligence (3 credits)
Explores how technological advances have shaped the financial and analytical foundations of spectator sports leagues. Students examine business principles, operational practices and revenue models while learning how analytics and emerging categories influence growth and competitiveness. Coursework emphasizes identifying threats to revenue and evaluating new opportunities to strengthen sports organizations.

JOUR458B: Sports Media Today (3 credits)
Students discuss working with communications and media relations staff, coaches and players; distributing organizational news; and creating effective and ethical communication strategies. Traditional, digital and social media practices are explored. Restriction: Junior standing or higher.

Proposed Course Option
Students may petition to use an alternative course as an elective for the Schanwald Sports Management Program. Petitions should explain how the proposed course aligns with the program’s learning outcomes. Petitions are reviewed only after students are admitted to the program.

Note: Marketing Course Eligibility
Only students with a declared Robert H. Smith School of Business undergraduate major who have earned a minimum of 53 credit hours may enroll in BMGT350. Students who are not business majors may enroll in BMIN355 once admitted to the Schanwald Sports Management Program. BMIN355 does not apply toward a Smith degree, and students cannot receive credit for both BMGT350 and BMIN355. Students interested in applying to a Smith undergraduate major are advised not to take BMIN355 until after receiving an admission decision.

In Maryland's Schanwald Sports Management Program, learning extends beyond textbooks and lectures. The program provides hands-on opportunities for students to develop skills, build networks and gain insights that only real-world experiences can offer. Here, learning happens everywhere.

Out-of-the-Classroom Opportunities

Industry networking events
Connect directly with sports professionals, alumni and industry leaders at exclusive events throughout the year, helping you build a strong professional foundation.

Site visits and field experiences
Get a behind-the-scenes look at sports organizations through visits to professional teams, venues and collegiate athletic departments. These experiences allow you to see industry concepts in action and understand what working in sports management involves.

Guest speakers and panels
Hear from experts in sports marketing, finance, media and operations. Speakers and panels offer perspectives that connect theory to practice.

Cohort social events
Community is an essential part of the program. Social gatherings help you build relationships with peers who share your interest in sports and commitment to professional growth.

Expectations and Flexibility

Engagement beyond the classroom is a core component of the Schanwald Sports Management Program. Students are expected to participate in professional, social and community-building events, as these opportunities support career readiness, industry insight and meaningful connections.

The program is also designed with flexibility in mind. While participation is required, students may choose events that fit their schedules, interests and goals. Students earn points for each program-sponsored event, and a minimum number of points is required to remain in good standing and receive the program notation.

These experiences form the foundation of your professional network and leadership development. Show up, get involved and take advantage of the opportunities that will shape your future in the sports industry.

Notation Requirements

To complete the program and receive the Stephen M. Schanwald Sports Management Program notation on your transcript, students must:

  • Complete all Schanwald SMP courses with a minimum grade of C (2.0) or better
  • Maintain a minimum cumulative GPA of 3.0
  • Earn the required number of programmatic points within the first three semesters

Students earn the notation in the first semester in which they meet all requirements.

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