SHB 1100. Introduction to Sport & Entertainment Business. (3 Credits)

This course exposes students to the expanding roles of sport and entertainment in society. Strong emphasis is placed on framing sport and entertainment management as a leading business sector in today’s marketplace; thus the content includes a broad-based examination of the foundations of theory, techniques, culture and practices of management, and as applied to all segments of sport and entertainment business within the local, regional, national and international communities.

SHB 1400. Introduction to Event Management. (3 Credits)

This course challenges students to understand the breadth and depth of industry standards relative to planning, implementing, evaluating and managing trade shows, exhibitions, conventions, conferences, or other hallmark-caliber events. Students will test and analyze hypothetical events and review case studies in order to prepare in-depth analysis of the proposed events, and offer detailed support or critique based on their review.

SHB 1800. Administration in Sport Organizations. (3 Credits)

This course introduces the student to administrative and organizational policies, procedures, budget principles, public relations, legal considerations, event management, safety considerations, and other issues at all levels of sport.

SHB 2100. Facility Design & Management. (3 Credits)

This course examines the concepts of design and management of sports and recreation facilities. This course will focus on various issues such as site selection, layout, plan and design, maintenance, staffing, fiscal management, and risk management.

SHB 2200. Catering and Vendor Strategies. (3 Credits)

This course introduces students to the food, beverage, merchandise, and vendor relations side of hospitality and event management. This course provides the student with a diverse foundation of current industry knowledge through a variety of simulated professional environments allowing students to explore conventions, private event space(s), athletic facilities and more.

SHB 2300. Ceremonial Management. (3 Credits)

This course offers an introduction to the planning and management of weddings. The social, political, economic, cultural, religious and historical influences on wedding planning decision-making and business strategies will be explored. Practices relevant to successful wedding planning and consultancy for diverse clients and settings will be reviewed.

SHB 2350. Intro to Beer, Wine, and Spirits Management. (3 Credits)

This course serves as an introduction to beers, wines and spirits. Topics covered include the production and styles of alcoholic beverages. Legal responsibilities of alcohol service. Introduction to responsible beverage service and management. Focuses on the development of a business plan for a beverage business.

SHB 2500. Legal & Ethical Issues of Sport. (3 Credits)

This course creates awareness and understanding of the legal issues prevalent in the sport business industry today from a legal and ethical perspective. Students examine and integrate possible solutions from both a personal and professional perspective of morals and values. The course will examine policies and procedures from the United States legal system and the application of pertinent laws and concepts for the basis of sound and ethical decision making.

SHB 3000. SHB Internship. (1-6 Credits)

This course will provide the student with an intensive, supervised sport and entertainment business OR hospitality and event business experience with a professional, corporate, intercollegiate, interscholastic, not-for-profit, or other related organizations. Prerequisite: Junior standing or higher in major.

SHB 3200. Sport Economics & Finance. (3 Credits)

This course provides an in-depth examination of the economic impact that interscholastic, intercollegiate, and professional sports make in society. It is a comprehensive investigation of fiscal policy and practice with focus on inputs and values from the sports and recreation industries and their impact on local and national economies.

SHB 3300. Financial Aspects of Hospitality. (3 Credits)

This course provides an in-depth analysis of the financial aspects of the hospitality and event management industries. Integrated with industry-specific content, it emphasizes the importance of financial responsibility related to successful planning, implementation and management hospitality and event management. Topics include understanding budgets, profit margins, return on investment, budget design, cost of goods sold, inventory costs and purveyor relations.

SHB 3350. Branding and Communication in Sports. (3 Credits)

This course examines how sports organizations, teams, athletes, and events build and communicate their brand identity. Students explore core branding concepts, storytelling, fan engagement, media strategy, and digital communication tools tailored for the sport and entertainment industry. Emphasis is placed on creating cohesive brand messages, managing public perception, and developing communication plans across traditional and social media platforms.

SHB 3400. Marketing of Sport & Entertainment. (3 Credits)

This course provides a study of fundamental marketing concepts related to the sport and entertainment industry, sport as a unique product, sport consumer markets, marketing planning process, marketing mix, and determining the target market.

SHB 3800. Sports Analytics. (3 Credits)

An overview of analytics principles and tools used to evaluate player performance, team strategy, fan behavior, and sport business operations. Students gain foundational skills in interpreting data and applying analytical insights in sport settings.

SHB 4100. Event Management Strategies. (3 Credits)

This course is designed to acquire an in-depth knowledge about the specialized field of event management; emphasis will be placed on the following broad based sectors including but not limited to sport, entertainment, and hospitality industries. Students will be provided with a complete understanding of management techniques and strategies required for successful planning, promotion, implementation, and evaluations. Students will study objectives, strategies, and tactics of event management; identify costs for events and potential revenue streams; select host cities and venues; understand the event planning process; and understand the accommodation and management of guests at events. Emphasis will be placed on the production and management of an actual event.

SHB 4500. SHB Senior Capstone. (3 Credits)

This course is designed to look at the total environment of sport and entertainment business as viewed by top managers in the field. Concepts developed in other business and sport and entertainment business courses will be implemented in research of topics. Actual sport and entertainment business issues currently being addressed at an organization or institution will be studied. Prerequisite: Senior standing in major.