Summer Academy in Sports Marketing and Venue Management

Summer Academy in Sports Marketing and Venue Management

Classroom Program


2 weeks


7 Units

UCR Extension

Summer Academy Program Dates: August 7-19

If you’re a sports fanatic looking to break into the field and hit the ground running to an exciting new career, we have just what you need. Like working with people? Try coaching. Have a knack for leadership? Become a stadium operations manager. Have strong communication skills? Work in public relations or marketing. The possibilities in sports management are vast.

Designed For

This program is designed for individuals looking to acquire the essentials of sports marketing and venue management. It can benefit professional 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 Cost

  • Regular Rate: $1530
  • Early Bird: $1380 (if paid on or before July 24)
  • International Student Rate: $4400
  • Pay a $300 deposit to reserve your spot
  • Deposit is nonrefundable after July 24
  • Balance is due on or before July 24

What’s Included

All course materials, texts, parking, and transportation to field trips.


Accommodation is not included in the program fee. For housing at the International Village, please visit here, but there are hotels near UCR Extension.


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

  • None

For more information, see How to Earn a Certificate.

Program Overview


7 Units

Earning the Certificate

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

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 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.

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.

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.

“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

close [x]

Submit Feedback

Thank you for taking the time to submit your feedback about the UCR Extension website. Please be sure to include all relevant information to ensure that we can follow up with your request as soon as possible.

Add Supporting Files