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Online Sports Management Education: Sports Analytics Careers

“With data analytics, there are a number of different opportunities not only on the field, but off the field,” says Dr. Brandon Brown. “You can be a data analytics tracker in terms of understanding which metrics are going to influence game outcome.”

“One key career that I see moving forward in the sport industry,” adds Dr. Andrea N. Geurin, “especially related to marketing and sports management, is going to be in the marketing analytics space. This is where people have the ability to take a lot of data and look at it and make decisions and understand how that data impacts the organization. Everything that is done in marketing — it does have a very creative twist to it now — is very much tied to data. And data is driving the decisions that we make.”

So in marketing analytics, business analytics is a really important role that organizations need and will be hiring for. I think in terms of marketing and global sports, it’s also a space where people working in sports marketing need to have the ability to use digital media. They need to be able to do video editing. They need to be able to put little promotions together.

They need to have really strong writing skills because when you put something out on social media, again, it needs to have a specific voice, a tone. It needs to just kind of match the brand. So, having the ability to write well and write in different voices is an important skill. Digital media managers and social media managers will be hugely important for sport organizations as we move forward.

Sales is a hugely important piece to every organization. A lot of people, when they start their career in sports, will look to starting in sales. One of the reasons that’s so important is because if you work in sales — and you can show that you have added this much value to the organization this year — that’s a really great personal marketing piece to be able to move up through the organization and to continue a career in that organization or in that field.

Sales gives you some really hard numbers that you can point to in terms of saying, “I created this many new clients this year, or I generated this much in sales this year.” It’s a really important career that sometimes gets overlooked, but it can definitely lead to moving through an organization very quickly.

In the past, I’ve taught sport sales courses. My students have always done hands-on projects where we’ve worked with an organization. The students actually have to get on the phone, cold call people who might want to buy tickets. They have to learn to sell, but they get a lot of guidance from the organization.

It’s been absolutely wonderful for those students because some of them were able to get internships or jobs with the organization that we partnered with in the sports management education course. It introduced them to the idea that, “I could go into sales. This is a really valuable skill.”

I’ve seen so many of my former students who have taken positions in sales. Their careers have skyrocketed within a few years because they did really well at that role, and they were able to move up quickly in organizations and also to get new opportunities with other exciting organizations.

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