BA Sports Communication & Marketing
The Roc Nation’s School of Music, Sports & Entertainment’s innovative B.A. in Sports Communication & Marketing is the first of its kind in the New York. The program prepares students for careers in a dynamic and growing spectrum of sports media. As the $500 billion sports industry continues to grow, there will be increased demand for professionals with business and communications training.
Drawing on years of industry experience, LIU’s faculty experts create a dynamic course of study through experiential learning and access to world-renowned sports industry professionals.
Students gain practical experience in sports writing and reporting; promotion of sports teams, events and products; performing as a play-by-play announcer or program host; and production of sports content for traditional, online and social media. Students also have the opportunity to engage with LIU’s robust alumni network, which includes notable sports reporters, publicists and experts in New York City and beyond. Graduates of the program are ready for careers in sports broadcasting, sports management, or sports information.
LIU Brooklyn’s location in the heart of Downtown Brooklyn provides students with ample access to and opportunities with sports franchises — Barclays Center, home of the Brooklyn Nets, is just 4 blocks from campus.
Major Requirements
| Course # | Course Name | Credits |
| Required Courses (36 Credits) | ||
| SOC 161 | Sociology of Sports | 3 |
| JOU 219 | Writing for News Media | 3 |
| JOU 235 | News Reporting I | 3 |
| SCM 247 | Sports Information and Public Relations | 3 |
| SCM 251 | Sports Writing and Reporting | 3 |
| SCM 248 | Public Speaking for Media | 3 |
| SCM 249 | Introduction to Sportscasting | 3 |
| SCM 250 | Sports Digital Production | 3 |
| SCM 252 | Sports Communications Internship | 3 |
| MKT 201 | The Fundamentals of Marketing | 3 |
| MKT 344 | Sports Marketing | 3 |
| SPM 201 | Introduction to Sports Management | 3 |
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Required Journalism Courses (6 Credits)
Choose 6 credits from the following: |
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| JOU 130 | Television Journalism | 3 |
| JOU 141 | Online Journalism | 3 |
| JOU 243 | Visual Communication | 3 |
| JOU 192 | Covering High Profile Athletes: Challenges and Pitfalls | 3 |
| JOU 322 | Social Media in Theory and Practice | 3 |
| JOU 460 | Video Journalism I | 3 |
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Required Sports Courses (6 Credits)
Choose 6 credits from the following: |
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| SPM 236 | Sports Facilities Management | 3 |
| SPM 291 | Leadership in Sports Management | 3 |
| SPM 200 | Sports Law | 3 |
| SPM 216 | Professional Selling and Communications for Sports | 3 |
| SPM 296 | Digital Sports Media & Marketing | 3 |
| SPM 290 | Global Sports | 3 |
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Required Sports or Journalism Courses (6 Credits)
Choose an additional 6 credits from the following: |
||
| JOU 243 | Visual Communication | 3 |
| JOU 322 | Social Media in Theory and Practice | 3 |
| JOU 460 | Video Journalism I | 3 |
| SPM 236 | Sports Facilities Management | 3 |
| SPM 291 | Leadership in Sports Management | 3 |
| SPM 200 | Sports Law | 3 |
| SPM 216 | Professional Selling and Communications for Sports | 3 |
| SPM 296 | Digital Sports Media & Marketing | 3 |
| SPM 290 | Global Sports | 3 |
|
Liberal Arts Requirement (27 credits)
27 Credits Numbered Above 100 (Advanced Courses) |
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General Education Requirement (6 credits)
6 Credits |
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Core Requirements
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Institutional Learning Outcome (ILO) |
Courses |
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ILO 1: Creative and Reflective Capacities (3 credits) Openness to new ideas, integrative and reflective thinking, investigation, and synthesis of existing knowledge as a way of creating, appreciating, and reflecting on original, innovative work grounded in scientific, humanistic, historical, and/or aesthetic disciplinary knowledge. |
ART 101: Introduction to Art ART 105: Introduction to Beginning Drawing ART 106: 3D Visualization and Production ART 131: Pottery and Ceramic Sculpture I CIN/FIL 109: Screenwriting II CIN 111: History of World Cinema CMA 109: Media Arts and Technology DNC 108: History of Dance ENG 167: Creativity and Nature ENG 182: Introduction to Creative Writing ENG 183: Creative Non-Fiction JOU 110: Journalism, Media and You MA 109: Media Arts and Technology MUS 101: Introduction to Musical Concepts MUS 102: Music Fundamentals MUS 110: Introduction to World Music PHI 172: Philosophy and the Mind SPE/ORC 105: Public Speaking THE 100: Introduction to Drama THE 111: The Art of Theatre THE 143: Shakespeare in Performance THE 193: Theatre Research/Performance |
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ILO 2: Historical and Intercultural Awareness (6 credits) Recognition of oneself as a member of a global community consisting of diverse cultures with unique histories and geographies. |
History HIS 100: American Civilization to 1877 HIS 101: Perspectives on Premodern World History HIS 102: Perspectives on Modern World History HIS 108: American Civilization since 1877 Intercultural Awareness ANT #: Any Anthropology Course ART 104: Introduction to Visual Arts CIN 105: The Art of Documentary ENG 115: Global Literatures ENG 132: Shakespeare ENG 158: American Literature FRE 111: Introduction to French I FRE 112: Introduction to French II GGR 102: Geography and the Global Citizen HIS 144: Topics in Asian History HIS 157: Topics in Latin American History ITL 111: Introduction to Italian I ITL 112: Introduction to Italian II MUS 103: Music in Western Civilization MUS 146: History of Hip Hop MUS 147: History of Rock Music MUS 159: History of Country Music PHI 170: Philosophies of Love and Sex POL 150: International Relations POL 161: Introduction to Comparative Politics SPA 111: Introduction to Spanish I SPA 112: Introduction to Spanish II SOC 103: Gender and Sexual Diversity SOC 135: Global Cultures SOC 165: Culture and Society SOC 103: Gender and Sexual Diversity SOC 165: Culture and Society SPE 100: Oral Communication THE 142: Modern Theatre History |
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ILO 3: Quantitative and Scientific Reasoning (7-8 credits) Competence in interpreting numerical and scientific data in order to draw conclusions, construct meaningful arguments, solve problems, and gain a better understanding of complex issues within a discipline or in everyday contexts. |
Scientific Reasoning AST 109/109A: Introductory Astronomy I AST 110/110A: Introductory Astronomy II BIO 120/120L: General Biology I BIO 124/124L: Foundations of Biology I BIO 125/125L: The Science of Sustainability BIO 126/126L: DNA and Human Life BIO 137/137L: Human Anatomy and Physiology I CHM 101/101L: Chemistry for Health Science I CHM 103/103L: Principles of Chemistry I ERS 101/101L: Weather and Climate ERS 102/102L: Planet Earth ERS 103/103L: Oceanography ERS 125/125L: Environmental Sustainability Science FSC 100/100L: Introduction to Forensic Chemistry PHY 103: University Physics I PHY 104: University Physics II PHY 120/120L: The Physical Universe PHY 127/127L: Physics for Pharmacy PHY 131/131L: General Physics I PHY 131/131L: College Physics I PHY 132/132L: General Physic II PHY 132/132L: College Physics II Quantitative Reasoning MTH #: Any Mathematics Course |
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ILO 4: Oral and Written Communication (6 credits) Knowledge and skill in exchanging informed and well-reasoned ideas in effective and meaningful ways through a range of media to promote full understanding for various purposes, among different audiences and in a variety of contexts and disciplines. |
Written Communication ENG 110: Writing I – Composition and Analysis ENG 111: Writing II – Research and Argumentation |
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ILO 5: Information and Technological Literacies (3 credits) Ability to use information and communication technologies to find, evaluate, create, and effectively and responsibly use and share that information, requiring both cognitive and technical skills. |
AI 105: AI Fundamentals CGPH 126: Web Design for Everyone DA 108: Applied AI: Strategy and Innovation EDI 100: Contemporary Issues in Education ENG 148: Ideas and Themes n Literature ENG 173: Writing in the Community ENG 175: Writing in the Professions ENG 178: Writing in the Sciences HIS 107: Engaging the Past HIS 190: Research Problems in History POL 100: Research Problems in Political Science SOC 102: Social Problems SOC 148: Medical Sociology SOC 148: Sociology of Health and Illness |
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ILO 6: Critical Inquiry and Analysis (3 credits) Reflective assessment and critique of evidence, applying theory, and practicing discernment in the analysis of existing ideas and in the production of new knowledge across a broad array of fields or disciplines. |
ENG 103: Grammar and the Structure of English ENG 112: World Literatures I ENG 113: World Literatures II ENG 140: Introduction to Literature ENG 180: Literary Genres FRE 100: French Cinema GGR 101: The Geography of Sustainable Development HIS 104: Topics in American History HIS 120: Topics in Medieval History HIS 164: History of Gender and Sexuality HIS 167: History of Science and Technology PHI 100: Beginning Philosophy PHI 163: Philosophy of Art PHI 179: Social and Political Philosophy POL 147: Political Psychology POL 156: Diplomacy and Negotiation PSY 103: General Psychology PSY 111: Psychological Perspectives on Teaching and Learning SOC 100: Introduction to Sociology SOC 112: Gender, Race and Ethnicity SOC 126: Sociology of Gender SOC 161: Sociology of Sport |
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ILO 7: Ethical Reasoning and Civic Engagement (3 credits) Evaluation of ethical issues in conduct and thinking, development of ethical self-awareness, consideration of various perspectives, and responsible and humane engagement in local and global communities. |
AI 110: AI Ethics and Society ART 177: High Impact Art CIN/FIL 103: Major Forces in the Cinema ECO 101: Microeconomics ECO 102: Macroeconomics ENG 150: Empathy and Literature HIS 116: History of Race and Society HIS 158: History of Politics and Power PHI 105: Bioethics PHI 113: Philosophy and Film PHY 178: Ethics and Society POL 101: Introduction to Political Science POL 102: Introduction to American Politics POL 123: Political Parties and Public Opinion SOC 108: Sociology of Youth SOC 109: Social Movements and Change SOC 110: Human Rights and Social Justice SOC 119: Sociology of the Family SOC 122: American Social Problems/Global Context SPA 105: The Hispanic World |
Courses
SCM 247 Sports Information and Public Relations
This course explores the techniques of sports publicity, promotion, and marketing for both amateur and professional athletics. Students learn to produce sports statistics, press releases, press kits, and marketing strategies for print, digital, and broadcast media.
Pre-requisite: SPM 201
Credits: 3
Every Fall
SCM 248 Public Speaking for Media
This course offers an introduction to the art of public speaking for live events, radio, and television. Students utilize storytelling techniques with proper pacing, tone, body language, and supporting graphic media. Additionally, students learn the art of improvisation to effectively execute unscripted events.
Prerequisite: SCM 251
Credits: 3
Every Spring
SCM 249 Introduction to Sportscasting
This course explores the art of creating and executing a sportscast. Students gain hands-on experience in writing their own material, appearing on camera, and recording voice-over. Through practical exercises and projects, students develop the skills necessary to produce professional-quality sportscasts, including mastering the techniques of on-camera presence and voice modulation.
Credits: 3
Every Fall
SCM 250 Media Production in Sports
This course equips students with the essential skills needed to excel as professional photographers, videographers, and editors. Through hands-on training and practical assignments, students learn to create compelling multimedia packages for various media platforms.
Prerequisite: SCM 248
Credits: 3
Every Spring
SCM 251 Content Creation in Sports and Entertainment
This course addresses all aspects of sports writing and reporting, including deadline coverage, game description, feature stories, column writing, and fantasy sports. Students compare print, digital, and broadcast sports coverage to evaluate trends and effectiveness. Students develop skills in crafting leads, reporting ethically, writing clearly, researching, cultivating sources, and conducting interviews. Guest speakers working in sports journalism are an integral part of the class.
Prerequisites: JOU 219, JOU 235
Prerequisite: SCM 249
Credits: 3
Every Spring
SCM 252 Sports Communications and Marketing Internship
This individually-arranged course aligns traditional coursework with practical industry experience and allows students to develop skills, network, and launch a career in sports before graduation. With more than 100 hours spent in the workplace, students are challenged to put theory into practice.
Pre-requisite: SPM 201
Credits: 3
Every Fall, Spring and Summer
SCM 296 Digital Sports Media & Marketing
This course introduces students to the fundamentals of search engine optimization (SEO) and the key factors that contribute to a strong searchable presence in digital media. Students learn to craft effective brand messages, ensuring their content resonates with target audiences. The course also delves into the components of designing targeted digital advertisements, focusing on strategies to attract and retain customers. Through practical exercises and real-world examples, students gain the skills needed to create impactful and engaging digital marketing campaigns.
Credits: 3
Every Spring
SPM 200 Sports Law
This course provides an overview of the legal principles, business models, and regulatory frameworks governing the sports industry. This course is not intended to be a law school class, but rather an application of legal concepts important for sports managers. Topics introduced include contractual issues related to sponsorship, endorsement, licensing, and stadium signage and concessions; the importance of antitrust and labor laws; and legal issues involving injury and risk management.
Prerequisites: SPM 201, SPM 236
Credits: 3
Every Fall
SPM 201 Introduction to Sports Management
This course provides an overview of many topics in sports management. These include ethical and legal aspects, facility management, marketing, finance, media, critical thinking, and sports management research. Students begin to explore career navigation through learning activities, professional profiles, case studies, and international examples.
Credits: 3
Every Fall
SPM 236 Sports Facilities Management
This course provides a study and systematic guide to the management issues and practical problems that sports managers must address to ensure financial, sporting, and ethical success. The course covers feasibility assessment, market research, event bidding and branding, risk analysis, contract and project management, corporate structure, budgeting as well as economic, social, community, and environmental issues.
Pre-requisite: SPM 201
Credits: 3
Every Fall
SPM 276 Sports Entrepreneurship
This course introduces the primary concepts of entrepreneurship and innovation in sports. Students study successful entrepreneurs to identify distinguishable characteristics, behaviors, and skills. Using case studies, students learn how to identify gaps in the market, fund a sports business, structure a new venture, and manage growth.
Prerequisites: SPM 200, SPM 201
Credits: 3
Every Fall
SPM 286 Sports Finance
This course introduces the basic principles of fiscal responsibility and accountability as applied to the sports industry. Students learn how to estimate and measure the profitability of sports ventures using analytical techniques unique to sports. The course also addresses the process of financing sports ventures, from venture capital for startups to investment-grade debt for mature ventures.
Prerequisite: ACC 210
Credits: 3
Every Spring
SPM 287 Sports Sales, Sponsorships, and Promotion
This course develops the core skills necessary for developing and implementing sales strategies in the sports industry. The course draws on marketing, sociological, psychological, and technological theories of consumer behavior. Awareness, acquisition, and retention of tickets, sponsorships, merchandise, and more are explored.
Prerequisites: SPM 201, SPM 296
Credits: 3
Every Fall
SPM 290 Global Sports
This course exposes students to sports in other countries and the institutions that govern international competition. Students gain an understanding of the International Olympic Committee (IOC) and the Federation Internationale de Football Association (FIFA). The course also explores popular international sports, such as soccer, cricket, rugby, table tennis, and more.
Credits: 3
Every Spring
SPM 291 Coaching and Leadership Strategies in Sports
This course examines the successful and powerful leadership methods of legendary coaches such as John Wooden and Mike Krzyzewski. Students learn how to apply values, principles and lessons to the business of sport, including developing team culture, striving for personal excellence, improving productivity, and building trust and relationships. Students develop the skills to assess the strength of an organization and identify and address areas of need and growth. Topics will include communication, decision-making, managing change, motivation, staffing, and teamwork. Students will stay current with leadership and management issues in sports as reported in the New York Times, Sports Business Journal, Sportico, Journal of Sport Management, and other publications. Sports industry leaders guest lecture to share their leadership philosophy and experience with the class.
Prerequisites: SPM 201, BUS 201, ANT 112
Prerequisites: SPM 201, SPM 216
Credits: 3
Every Spring
SPM 292 Web3 & Emerging Technologies in Sports Business
Emerging technologies have always had a significant impact on sports. This course explores the advances of technology and the impact on how sports leaders, teams, governing bodies, and officials can meet the challenges while harnessing a way to improve sports competition, participation, and events. Web3, Metaverse, De-Fi, and more are covered.
Prerequisites: SPM 201, SPM 296
Credits: 3
Every Spring
SPM 293 Internship in Sports Management
This individually arranged course aligns traditional coursework with practical industry experience and allows students to develop skills, network, and launch a career in sports before graduation. With more than 100 hours spent in the workplace, students are challenged to put theory into practice.
Pre-requisites: SPM 201
Credits: 3
Every Fall, Spring and Summer
SPM 294 Independent Study
Independent Study is designed to give students an opportunity to do independent work in their major under the guidance of a member of the faculty. To be eligible, students must have the permission of the Chair of the Department and the Dean.
Credits: 3
On Demand
SPM 295 eSports, Sports Betting, and Alternative Sports
eSports has transformed gaming into a global sport, generating more than $1 billion in revenue and 300 million viewers. This course introduces students to the fundamentals of eSports along with other emerging/alternative parts of the sports business ecosystem such as 'sports betting', 'fantasy sports', and more. Students identify best practices through case studies of these booming industries and their associated stakeholders, including leagues, owners, advertisers, and publishers.
Pre-requisites: SPM 201
Credits: 3
Every Spring
SPM 296 Digital Sports Media and Marketing
This course provides an extensive overview of media and marketing. Students learn about search engine optimization (SEO) and the factors that create a searchable presence in digital media. Students practice developing compelling brand messages through story-telling and designing digital advertisements to attract and retain customers.
Prerequisites: SPM 201, SPM 295
Credits: 3
Every Spring
SPM 343 Brand Building Through Visual Mediums
This course is taught in collaboration with media giant, Conde Nast. It is structured around producing a talent profile for print and online publications. Course assignments cover executing a photo and video shoot, designing the magazine layout, distributing the story online, and promoting it on social media. Additionally, this course explores the strong relationship between an individual story and the larger brand, and how it defines its values and mission within the current cultural landscape.
Credits: 3
Every Spring
SPM 386 Sports Analytics
Now more than ever, data is available to inform strategic business decisions in sports. This course provides an overview of the practices essential to predicting and assessing team, player, and event performance. Students learn how to conduct market research and master public relations strategies.
Credits: 3
On Occasion
Scott Angarola
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