Sports and Entertainment Business Certificate

Iona College’s Hagan School of Business MBA program offers an advanced certificate in Sports and Entertainment Business that complements classroom theory and principles with timely insights from industry leaders/program adjunct professors.

The advanced certificate enables students to pursue a meaningful MBA and afford those with interest in this multi-faceted industry to take a “deeper dive” with engaged executives in the areas of corporate marketing, property operations and management (finance), media (all platforms) and technology, licensing and merchandising, venue hospitality, sales, event management, etc.

Students who desire to complete their certificate program within the MBA program may do so by integrating 15 credits of sports, entertainment, or media graduate courses within their concentration. Internships are also available and can be coordinated with the executive director with appropriate time and planning.

The majority of the courses are taught by adjuncts working in the industry.

Course Offerings

  • BLW 625 Talent Representation and Marketing in SE&M
The sports law course will focus on substantive areas of the law that are related to sports, including antitrust, contracts, labor, intellectual property, privacy rights, SAG requirement, and torts. A major theme of this course involves the need to balance between internal self-regulation of professional sports with external government oversight. Students in this course will read cases, participate in discussions, and answer questions formulated from a modified version of the Socratic Method. All students will take both a midterm and final exam, as well as write a term paper that discusses a substantive area related to sports law.
No prerequisites. (3 credits) W-M
  • BLW 630: The Regulation of Electronic Media (Entertainment Law)
This course examines the law and policy towards radio, television, cable, satellite and Internet communications. Through the case law method, the course will focus on the limited spectrum rationale for regulation of broadcasting, the Federal Communications Act, the Federal Communication Commission, the different treatment of broadcast and cable/satellite programming, concerns regarding media concentration, indecency, obscenity and parental control.
No prerequisites. BLW 625 recommended but not require. (3 credits) F-TBD
  • BUS 604: Corporate & Event Marketing, Management and Hospitality in SE&M
It’s not “all about the music” and it’s not “just a game.” For corporate marketers, sports, and entertainment means business, from the inside out. Learn what and why corporations buy, how brilliant sales proposals can fail, the art of negotiation, the role of the Brand, managing “ambush marketing” by competitors, the ROI challenge, and more. Students considering sales, marketing, management or other careers in sports and entertainment will gain crucial insight into the corporate mindset with case studies from today’s leading sponsorship and event marketers.
No prerequisites. (3 credits) W-Th
  • BUS 617: Digital (Mobile) Programming, Marketing and Analytics in SE&M
There are few areas of the sports business space more fluid than digital media. This course provides an examination of issues specific to the digital sports industry from evolving technologies and changing consumer preferences to programming strategies and revenue generation. Course content will include a historical overview of digital sports, case studies on entrepreneurial ventures, the impact of social networking, the evolution of fantasy sports, use of mobile technology and an evaluation of the e-commerce market.
No prerequisites. (3 credits) W-T 
  • BUS 618: Seminar in Career Insights and Development in SE&M
Seminar in Sports and Entertainment Business focuses on critical components of success sports and entertainment properties and offers students a deeper knowledge of related career opportunities that fall underneath this multi-faceted industry. This course presents a unique blend of industry lecturers, robust dialogue on current challenges, fundamentals on creating new sports and entertainment properties, as well as an introspective approach to career management.
Prerequisites – at least two other SEM Business courses (3 credits) F-M
  • BUS 619: Business and Corporate Communication Strategies in SE&M
This course examines the role that communications, public relations, and community relations play in the business of sports and entertainment. The competence of these functions is critically intertwined with the value of companies within this industry. Students will gain insight into communication strategies, the most effective methods of utilizing today’s evolving platforms, and how the various disciplines of traditional PR relate to this industry, including media services, corporate communications, publicity, crisis communications, and executive and celebrity communications.
No prerequisites. (3 credits) F-T
  • FIN 651: Finance and Accounting in SE&M
This course applies the concepts of financial resource management to the operation of programs in the sports industry to provide students with knowledge of financial management as it relates to the sports industry. Students will use financial information, methods and tools in long-term financing, budgeting, statement and ratio analysis, time value, cash flow management, breakeven analysis and asset allocation – to analyze the success of sports organizations.
An analysis of the financial structure of sport organizations and activities will address issues related to leagues, teams, tours, college programs, and sports facilities. Issues will be discussed relating to various sources and uses of funds (ticket prices, government subsidies, tax support, municipal and corporate bonds, concessions, fundraising, media revenues, players’ salaries, sponsorship), as well as the ethics involved with controversial financial issues in sports. Financial details concerning for-profits versus not-for-profits, including budgeting for events and facilities for a professional university, and recreation “arenas,” will be compared.
Prerequisite: MBA 550. (3 credits) S- Th
  • IS 650 DL: Information, Technology in Sports, Gaming and Product Innovation in SE&M
Advances in both information and decision technology have become critical components in world-class implementations in the areas of sports (all levels), gaming and entertainment. This course will explore the approaches taken in these fields, how information and decision technology is employed, reasons behind both the successes and failures and future applications. Cases and directed research will involve the student throughout the course. A research project and presentation are required.
Prerequisite: MBA 580. (3 credits) SII – T/Th
  • MKT 650 Business Development and Strategies in SE&M
A study of the application of basic marketing concepts to the field of sports and leisure organizations. Topics include the sport consumer, research in sports marketing, the sport product, sports promotion and public relations, and future trends in sports marketing.
Prerequisite: MBA 560. (3 credits) S-Th,
  • MKT 651: International Marketing and Management in SE&M
This course examines the concepts and practical application of marketing principles in the fields of professional entertainment, including music, film, TV, video games, sports, theme (amusement), parks, casinos, and performing are. The course combines readings, lectures, online research, case studies and project report writing to help students better understand the marketing imperative in today’s diverse, global entertainment marketplace.
Prerequisite: MBA 560. (3 credits) W-M
  • MKT 665: Sales Management in SE&M
Sales management examines the elements of an effective sales force as key component of the organization’s total marketing effort and enhances students understanding of the relationships between sales and marketing. Topics include the organization and management of the sales function including sales representative development and training, forecasting, recruiting and selection practices, compensation, expenses, quotas, motivation, and the implementation of sales strategies.
Prerequisite: MBA 560. (3 credits) W-W
  • MNG 638: Management, Operations, and Human Resources in SE&M
In today’s world of economic challenge, many people, young and old look to entertainment to escape the problems they incur on a daily basis. What makes up entertainment? There is the traditional content that is formatted for television, movies, music and events, which is now enhanced with consumer-interfacing digital, social, and mobile media. The content may or may not include sports, but the distribution vehicles for entertainment and sports are identical. In fact, may people today believe sports programming is pure entertainment. This course will delve into the real world of how the industry is changing, the challenges it faces, and where it goes in the future. We will look at all the constituencies that make up the arena of entertainment and how they are being integrated on a macro scale.
No prerequisites. (3 credits) F-TH
  • MNG 646 The Business and Management of Content Creation in Sports, Entertainment, & Media
This course will focus on the changing media marketplace and the video content that will continue to find its way to the consumer.
  • Analysis of the cable, broadcast and internet video businesses
  • The monetization of video content for the television/web industry
  • Content branding networks and sites in the video world
  • Tracking consumer consumption of video through DVRs, cord cutting, cable or satellite subscription, multiple video devices (mobile phones, tablets)
  • The art of creating video content
The course will not only present the current television and video market, but also allow the student to explore the past and future trends for video distribution.  The student will also be able to learn the art of creating content, and then process how to sell that video in an ever-changing media landscape.
No prerequisites. (3 credits) F-W
  • MNG 698 Managing Organizations in SE&M
This course offers an introduction to the dynamic field of sports management. Organizational theory concepts and perspectives are examined in relation to sports organizations in the public, nonprofit/voluntary, and commercial sector to help students understand and analyze the complexity of managing sports organizations effectively.  Topics will include management issues and principles, history of sport management, varieties of sports organizations, legal issues, human resource issues, branding, and strategic analysis. Students will examine the sport industry and identify the substantial role that business plays in professional, collegiate and amateur sports. Emerging trends in the sport management field will also be considered.
Prerequisites: MNB 570. MNG 625 is recommended. (3 credits) SII-TBD

Admissions Criteria

Applicants to the Advanced Certificate in Sports and Entertainment Studies must have one of the following:

  • a bachelor's or master's degree with a cumulative GPA of at least 3.0; or
  • accepted admission to Iona's certificate program

Alternatively, applicants who have significant professional experience may be admitted based on evidence of their achievements. Admissions decisions are made by Iona's Office of Admissions, the associate dean/director of the Graduate Business Program, and the program director.

An admission as a student into the certificate program does not guarantee full admission into the MBA program. Participants are subject to the requirements for good academic standing that are applied to all students in the graduate program.

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For admission information, contact our MBA Admissions Office at 
(914) 633-2288 or email