Entertainment, Sport & Promotion Management Course Descriptions

ESM 101: Introduction to Sport and Entertainment Management, 4 credits

The course orients beginning students to the academic and professional field of sport and entertainment management, providing an overview rather than detailed instructions about how to manage sport enterprises. Some students are currently majoring in the field of sport and entertainment management and want to learn more about the professional opportunities that await them. Other students are only contemplating majoring in this filed, and want to gain general knowledge about the field before making a final decision.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Identify, describe, and critique the major components of the field of sport and entertainment management. Have a broad perspective and understanding of the overall disciplinary foundations of sport and entertainment management.
2. Understand the theoretical and applied foundations of management and organizational behavior related to the sport and entertainment organization.
3. Understand the differences between the types of segments within the sport industry.
4. Understand the spectrum of professional development in the field of sport and entertainment management.

ESM 102: Sport and Entertainment Ethics, 4 credits

This course enhances student awareness of how ethical behavior and decision-making impacts the working roles of the sport and entertainment manager. The course covers the understanding of the distinction between concepts of morality and ethics; how relativism and rationalization affect the level of ethical behavior, the levels of personal moral development, and familiarity with the theories of ethics. It emphasizes an understanding of how personal ethics affect organization responsibility, and why professional ethics are necessary for sport and entertainment management.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Understand the distinction between concepts of morality and ethics.
2. Understand how relativism and rationalization affect the level of ethical behavior.
3. Understand the level of personal moral development, and be familiar with theories of ethics.
4. Understand how personal ethics affect organization responsibility, and why professional ethics are necessary for professions like sport and entertainment management.
5. Explain and apply sport and entertainment ethical issues both written and orally.

ESM 103: Public Relations and Communications in Sport and Entertainment, 4 credits

This course emphasizes academic and skill development with the purpose of adding value to the organization. There is a focus on understanding the difference between interpersonal, mass communications, and public relations. Theoretical foundations of interpersonal communication including dyadic and small group communication will be explored. Students delve into the theoretical foundations of mass communications and the mass media industry, including both the print and electronic media relative to the understanding of business decisions concerning market share and viewer ratings.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Identify, describe, and critique the major components sport communication (i.e., from both an outside and inside organizational perspective).
2. Have a broad perspective and understanding where communications fit in the overall disciplinary foundations of sport and entertainment management (i.e., media and sport, print and e-communications, press release, press kits, etc.).
3. Understand the theoretical and applied foundations of management and organizational behavior related the sport communications.
4. Understand the differences between the types of sport communications within the sport industry as related to the spectrum of “Creating and Image” as a professional in the field of sport communications.

ESM 105:  Music Industry Management, 4 credits

This course provides the student with an overview of the goals and strategies of the music industry. It will include in depth management techniques related to the roles and activities of artists, producers, engineers, managers, promoters, and songwriters. Students will also experience an introduction to club and concert venue management including booking agencies, concerts, nightclubs as well as day-to-day operations of a modern recording studio business.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Develop an understanding of music industry management principles related to the academic and applied environments.
2. Identify, describe, and critique the major music management strategies in the music industry.
3. Discuss, define, and apply various aspects of strategic music industry management and marketing planning related to the entertainment management process.
4. Develop an understanding of the connection between music industry management and other aspects of entertainment management. 
5. Develop an understanding and familiarize oneself with the variety of career roles and activities of the music industry manager.
6. Develop an understanding of the recording studio management process as part the function of music industry management. Understand the recording industry legal agreements and practices.

ESM 201: Governance in Sport and Entertainment, 4 credits

The student will become familiar with the various agencies that govern Sport and Entertainment at the professional, collegiate, high school, and amateur levels. The student will understand the governing powers each agency has assumed, how that power is derived, and how governmental agencies influence the roles of sport governing bodies. The conditions of membership in governing bodies will be covered, as will the conditions of membership in a governing body, the control imposed upon members by the governing body, the sanctions that can be levied against a member, and the route of appeal.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Identify, describe, and critique major concepts related to sport organization governance. (i.e., from both an outside and inside the sport / entertainment organization).
2. Thoroughly understand the history and development of sport and entertainment governance within the global community.
3. Understand and discuss policy analysis for international sport and entertainment governance.
4. Understand the differences between national sport policy among the international sport community.
5. Explain and demonstrate the varied components of hosting an international sporting or entertainment event.
6. Understand and discuss the policy and governance of professional sports and entertainment within the global community.

ESM 202: Sport and Entertainment Marketing, 4 credits

One of the functional areas of sport and entertainment administration that is synonymous with the sports and entertainment industries is sport marketing, a multidimensional field of study encompassing a wide variety of activities. Typically, sport marketing is associated with intercollegiate and professional sport teams trying to increase attendance and revenue. However, the field of sport marketing can include everything form Nike's "I can" advertising campaign to Joe’s Garage's sponsorship of the local little league team. This course reinforces student understanding of sport and entertainment marketing in a variety of settings utilizing both academic rigor and practical relevance.
Prerequisite: MKT 208

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Identify, describe, and critique the major marketing strategies in the sport and entertainment promotion industry (i.e., definition and uniqueness of sport marketing, marketing research, marketing and promotional mix).
2. Discuss, define, and apply various aspects of the Strategic Sport/Entertainment Marketing Planning Process to a marketing problem.
3. Demonstrate an understanding of the sport/entertainment marketing-mix, and how it fits within the strategic plan for sport/entertainment marketing organizations.
4. Understand the connection between sport/entertainment marketing and other aspects of sport/entertainment management. Specifically, how does marketing relate within the sport management program.
5. Understand the spectrum of professional development related to marketing within the field of sport and entertainment management.

ESM 204: Practicum I, 1 credit

During the sophomore and junior years each ESM major is responsible, with the direction of the chair, to complete two one-hour practicum experiences (50 hours for each practicum). These are done on a part-time basis while involved in coursework, with less time commitment than an internship. Each practicum is generally performed in proximity to the campus and usually involves observing and providing assistance to another sport and entertainment management professional. This experience must be directed and evaluated by the chair with appropriate supervision by an on-site professional. (See also ESM 304)
Prerequisite: Faculty Approval

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Be provided with a quality 50 hour field experience in the sport or entertainment industry.
2. Understand the work process within a sport or entertainment organization.
3. Be provided information as to whether this type of sport or entertainment organizational experience is the type of organizational they would like to pursue when pursuing their 400 hour internship experience

ESM 205: Facility and Event Management I, 4 credits

Managing sport and entertainment productions and the facilities in which these activities occur requires many unique skills and competencies. Career positions are available for individuals who can schedule events, work with facility operations, oversee facility finances, equip the facility with TV and video connections, provide maintenance and custodial services, conduct facility marketing and promotions, engage in merchandising, and provide risk-management services. This course gives the student and overview of the three major components of facility management. The three components are event management, risk management, and facility management.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Identify, describe, and critique the major facility and event management strategies in the sport and entertainment promotion industry.
2. Discuss, define, and apply various aspects of the Strategic Sport/Entertainment Management and Marketing Planning Process as related to public assembly and event management
3. Demonstrate an understanding of the sport/entertainment event marketing-mix, and how it fits within the strategic plan for sport/entertainment of facility operations organizations.
4. Understand the connection between sport/entertainment event management and other aspects of sport/entertainment management. Specifically, how does facility and event management relate within the sport management program.
5. Understand and familiarize oneself with the variety of sport and entertainment venues in the local geographic area.

ESM 210: Theatre & Film Industry Management, 4 credits

This course is a general introduction to theatre and film industry management. A variety of topics will be discussed related to the management structure and issues of the theatre, film, and television industry. Students will be exposed to information concerning audience measurement, distribution management, finance, personnel, programming, regulation, and the various components of theatre management. 

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Develop an understanding of theatre and film industry management principles related to the academic and applied environments.
2. Identify, describe, and critique the major theatre and film management strategies in the entertainment industry.
3. Discuss, define, and apply various aspects of strategic theatre and film industry management and marketing planning related to the entertainment management process.
4. Develop an understanding of the connection between theatre and film industry management and other aspects of entertainment management. 
5. Develop an understanding and familiarity with the variety of managerial career roles and activities of the theatre and film manager.
6. Understand the theatre and film legal agreements and practices.

ESM 299: Internship, 4 credits

The internship (400 hours of paid employment) is designed to provide the student with supervised on-the-job training. A contract between the university, student, and employer provides the groundwork. Objectives, evaluations, written log, and a study of the organization are designed to provide a realistic learning experience.
Prerequisite: Faculty Approval

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Be provided with a quality sport management internship field experience (400 hours) possibly leading to a position offer or career enhancement. Internship can be either paid or unpaid field experience.

ESM 301: Sociology of Sport and Entertainment, 4 credits

Sport and entertainment is so engrained within society that a sound knowledge in the study of sport in society is imperative to success in the field. The course will explore and support an appreciation of sport as a medium for integrating gender, ethnic, religious, and disabilities interests. The student will be able to understand sociological phenomena and how they affect participation and behavior; identify and understand the internal and external factors that shape sport in a culture; understand how sport mirrors the society in which it exists; and be able to appreciate the contributions of entertainment, recreational sport, as well as highly organized competitive programs in high school, college, and professional levels to a culture.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Identify, describe, and critique the major components of sport in society and entertainment management. (i.e., sport and gender, violence and aggression, motivation, international cultures, sport history, and the Olympic movement).
2. Have a broad perspective and understanding of the overall disciplinary foundations of sport sociology.
3. Understand the theoretical and applied foundations of sport sociology as related to the sport organization.
4. Understand how sport mirrors society, and the differences between the types of social segments within sport and the sport industry.
5. Develop an appreciation for sport and entertainment as it affects our society and shapes our culture.

ESM 302: Facility and Event Management II, 4 credits

The second course in facility and event management involves an in-depth investigation of event, risk, and facility management. This course will delve into budgeting and finance of facility concession and sport merchandising. Specific attention will be given to private and public entertainment facilities related to their similarities and differences. Included in this in-depth view of facility and event management, this course will also survey the working components of new facility design and planning.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Identify, describe, and critique the major facility management strategies in the sport and entertainment industry (i.e., venue operations, maintenance, venue financing, concessions, licensing, crowd control, security, and venue scheduling).
2. Discuss, define, and apply various aspects of the Strategic Sport/Entertainment Management and Marketing Planning Process as related to public assembly management.
3. Understand the connection between sport/entertainment event management and other aspects of sport/entertainment management. Specifically, how does facility and event management relate within the sport management program.
4. Understand and familiarize oneself with the variety of sport and entertainment venues.
5. Understand the process of sport/entertainment facility planning as a function of facility development and management.

ESM 304: Practicum II, 1 credit

During the sophomore and junior years each ESM major is responsible, with the direction of the chair, to complete two one-hour practicum experiences (50 hours for each practicum). These are done on a part-time basis while involved in coursework, with less time commitment than an internship. Each practicum is generally performed in proximity to the campus and usually involves observing and providing assistance to another sport and entertainment management professional. This experience must be directed and evaluated by the chair with appropriate supervision by an on-site professional. (See also ESM 204)
Prerequisite: Faculty Approval

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Be provided with a quality 50 hour field experience in the sport and entertainment industry.
2. Understand the work process within a sport or entertainment organization.
3. Be provided information as to whether this type of sport or entertainment organizational experience is the type of organizational they would like to pursue when pursuing their 400 hour internship experience

ESM 307: Applied Record & Film Industry Marketing, 4 credits

This course is a unique combination of marketing theory and applied concepts specific to the Record and Film Industry. Topics include refined press kit development, music and film sales and distribution, advertising and promotion, film premier public relations, sponsorship development, theatre fundraising and development, and the marketing emphasis on music charts, airplay, and live concerts.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Understand the marketing theory and applied concepts specific to the record and film industry.
2. Develop an understanding and apply public relations as a promotional tool (e.g., press kit, media releases, film premier public relations, etc.).
3. Develop an understanding and apply the function of record and film channels of distribution. 
4. Develop an understanding and skillfully apply the use of the entire promotional mix within the music and film industry (e.g., sponsorship and fundraising development).

ESM 312: Legal Aspects of Sport, 4 credits

This course identifies and applies various areas of law to the sport industry, including both state and federal legislations specific to sport. The course leads to a basic understanding of the court system and how legal issues are decided. Students will investigate both liability and contract law related sport and the sport industry. The principles of tort liability, especially in the area of negligence will be discussed leading to understanding. Students investigate how antitrust laws protect the business sector through regulation to control private economic power. The course emphasizes student understanding of collective bargaining agreements as a component of labor law which is pertinent to sport.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Increase the student’s knowledge of the historical, political, and philosophical aspects of law.
2. Develop an understanding of the United States Judicial system.
3. Develop an understanding of legal terminology.
4. Develop an understanding of constitutional, tort administrative, statutory, and contract law as well as their implications to sport studies (i.e., risk management, product liability, and crowd control issues).
5. Develop an understanding of landmark court cases and their impact on sport studies.
6. Develop the student’s knowledge and understanding of the issues and trends in law and their impact on sport organizations and administrators, including risk management, crowd/security, product liability, Title IX, drug testing, EEO/AA/ADA guidelines, and Title VII.

ESM 318  Entertainment Law, 4 credits

This course studies legal issues that arise in the movie, television, and music businesses. Areas that this course will touch on include: structure of the entertainment industry; First Amendment issues; legalities of agency/talent representation; contracts; bankruptcy; torts/defamation; copyright issues; as well as trademarks and unfair competition among several other issues related to entertainment law.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Understand and apply the various legal issues in the film, television, and music industry specific to the functions of the entertainment industry manager.
2. Increase the student’s knowledge of the historical, political, and philosophical aspects of law specific to the entertainment industry.
3. Develop and understanding of legal and entertainment law terminology.
4. Develop an understanding of landmark court cases and their impact on the entertainment industry.
5. Develop an understanding of constitutional, tort, administrative, statutory, and contract law in relation to their implications to the entertainment industry.
6. Develop the student’s knowledge and understanding of the issues and trends in law and their impact on entertainment organizations and administrators, including risk management, crowd control/security, product liability, etc.

ESM 330: Sport and Entertainment Sponsorship and Fundraising, 4 credits

The main functional area of sport and entertainment management that is synonymous with the sport and entertainment industries is marketing. Sport marketing is a highly multidimensional field of study encompassing a wide variety of activities. A key ingredient to sport and entertainment marketing is developing valued sport sponsorship. Also, sport marketing creates the environment to relay a valued image to the public. This course focuses on three interrelated areas: (1) sport sponsorship basics including alignment marketing issues, strategic communication through sponsorship, sponsorship value, and sponsorship evaluation, (2) various public and fundraising techniques utilized by sport managers, and (3) an integration of sport sponsorship marketing and public relations as a concept of value-added integrated marketing.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Comprehensively discuss the role of fundraising and sponsorship in sport and entertainment organizations.
2. Demonstrate the ability to apply theoretical principles relating to public opinion and persuasion to actual problems confronted by sport and entertainment mangers.
3. Prepare and critically evaluate the strategic implications of sport sponsorship proposals.
4. Understand the theoretical reasons underlying the effectiveness of sports sponsorship as a communication vehicle.
5. Identify the elements of, construct, and sell a sport and entertainment sponsorship package.
6. Understand the connection between sport and entertainment sponsorship and other aspects of sport management and how they relate to each other within the ESPM program.

ESM 402: Sport and Entertainment Economics, 4 credits

The traditional economic funding sources in not only sport business, but also with both public and private organizations, have declined while the financial expenses have rapidly escalated. Managers of sport and entertainment organizations are under continuous pressure to do “more with less”. This course is designed to provide students with and introduction to financial planning and budgeting, sources of sport organizations funding, and the process of fundraising in sport. Students analyze a demand curve, a supply curve, and a market equilibrium curve and how these shift in response to pricing and utility or a product or service. Students learn methodology for maximizing the residuals generated by production of their product or services.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Identify, describe, and critique the major financial/economic situation in sport and entertainment industry (i.e., micro and macro economic principles, competitive strategy, economic impact, sport economic theory applied to professional and intercollegiate sport, stadiums and arenas, and labor relations in professional sport).
2. Discuss, define, and apply various aspects of the planning and budgeting process.
3. Explain the principles upon which the legitimacy and validity of economic impact analyses for sport facilities.
4. Explain the key public sources of finance for sport organization and the advantages and disadvantages of utilizing each of these sources.
5. Explain how to effectively establish joint venture arrangements between public sector entities and private sector organizations for the joint development and operation of sport facilities.

ESM 403: Seminar In Sport and Entertainment, 4 credits

This is a capstone course for students who have completed all of their ESM core course requirements. In this course the students delve into the organization and benefits of their internship, and develop a senior sport and entertainment management project related to strategic management concepts. This is a culmination course where all of the previous ESM courses are connected together to form a whole. Upon completion of this course student should have a knowing of where each of their ESM courses fit into real-world application.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Identify, describe, and critique major approaches to sport and entertainment management (i.e., apply strategic management concepts to applied scenarios throughout the ESPM Program curriculum).
2. Describe and apply “global management competencies” to sport and entertainment management and leadership.
3. Understand the connection between all of the courses within the ESPM Program and how they relate to each other within the sport business industry (i.e., through internship experiences and comprehensive examination).

ESM 407: Agents, Production, & Artist Management, 4 credits

This course focuses on the roles and activities of the music and film agent, managers, and artist representation. A variety of teaching methodologies are utilized including case studies, market research, and trend analysis. Guidance and instruction is given concerning the forming of the artist-manager relationship, creating the artist’s career plan and image, selecting a development team, getting a contract with a record label, and handling money and success.

1. Develop an understanding of the roles and activities of the music and film agent manager regarding production and artist management.
2. Understand the artist-management relationship as it applies to entertainment management.
3. Develop an understanding of the process of creating an artist’s career plan and image promotion in the entertainment industry.
4. Develop an understanding of the skills involved in contract construction for the music and film industry (e.g., record and representation contracts).
5. Develop an understanding of the process of entertainment industry personal and corporate financial management related to artist career management.

ESM 410: Sport and Entertainment Leadership, 4 credits

The ability to lead and make decisions in an environment of continual change is crucial for the 21st. Century. In this course leadership is explored from two different perspectives: First, it focuses on determinants and consequences of individual motivation and attitudes in organizations generally, and sport organizations specifically. The second focus is on theory related to those often responsible for guiding people toward organizational goals: the leader. Approaches to the study of leadership, including those focusing on Power/influence, situational factors, individual traits, and behaviors are explored. Key decision theories and models are also examined in the context of different organizational situations. Differences between managers and leaders, the value of participative and charismatic leadership, the leader’s role in organizational culture and change, and the impact of diversity are investigated from domestic and international perspectives. Also examined is the increasingly important role of teams and team leadership for today’s organizations.

Goals And Objectives
By the end of this course, Northwood University wants students to:

1. Identify, describe, and critique major approaches to management, leadership, and decision making (i.e., organizational behavior; management and leadership theory; human resource management; MBO, Management By Objectives; Total Quality Management, TQM; and Continuous Quality Management, TQM).
2. Describe and apply “global management competencies” to sport leadership.
3. Distinguish among traditional/supervisory leadership, participative leadership, and team leadership.
4. Apply the concept of organizational behavior to leadership and decision-making theory.
5. Assess personal competencies by critically applying the lessons of self-assessment instruments.
6. Understand the connection between sport leadership and other aspects of sport management and how they relate to each other within the ESPM program.