Sport marketing and media degree now available at USD

A new major and minor in the media & journalism department is beginning to be introduced to students.

Sport marketing and media will allow students to showcase their skills in the growing sports industry, and the University of South Dakota is the only school in the region offering this program.

The program was officially put into play in July by the South Dakota Board of Regents, but Gary Larson, a coordinator of the program and professor in the media & journalism department, said the department was planning for its implementation earlier than that.

A consultant who came to USD was hired to come up with ways to increase student enrollment, and what, if any, additional majors should be offered.

Because USD has a skewed student gender ratio of more females than males, a sports program came to mind with the idea that it would attract more male students to USD.

“I think it will allow students to decide which avenue they want to pursue,” Larson said. “It’s an interesting program that gives a lot of flexibility to the decisions they want to make.”

The program is interdisciplinary, which means students interested can take courses from the School of Education, the Business School and the School of Arts and Sciences.

Michelle Van Maanen, the chair of the department, was involved with proposing the idea to the SDBOR. She also developed the curriculum for the major and minor.

Van Maanen said one reason the major/minor was implemented was based on alumni in sport sciences who were unable to get jobs they wanted because of their lack of media skills.

“The growth in sports marketing and media is anticipated to grow at least five percent a year by 2018,”  Van Maanen said. “And it’s not going to stop growing.”

There are five required sections for the major which include kinesiology, sports science, mass communications, business administrating, and marketing and communications.

Majors in media & journalism can also minor in sport marketing and media. Students interested in the profession are also encouraged to complete an internship, whether it is announcing games or selling advertisements for events.

“You can get a pretty good spectrum from all the departments,” Larson said.

Junior Brandon Noel declared sport marketing and media as his major because he enjoys sports.

“It’s just interesting to see how people follow so many media attractions,” Noel said. “It’s interesting to see how products market through that.”

Larson, who has a background in sport marketing, will be teaching MCOM 244, Introduction to Sport Marketing and Media, this spring. That will be the first time it has been offered.

Van Maanen said the sport industry is “ripe” for the growth of media, and “it was the right time” to converge and stimulate the sports industry growth at USD for students interested.

“We believe we’re only one of only five programs right now that offer a sport marketing and media combination,” Van Maanen said. “There are a lot of sport marketing programs, but not those that give you the media skills as well.”

Noel is excited to work with professors in the major and possibly work in the new USD arena. He said learning through guest speakers’ and professors’ experiences in sport marketing will also be beneficial. Noel said he is already getting more experience with the major.

“It’s a new major, so there (are) going to be new faces to see, too,” Noel said. “It’s a ladder you have to climb, unfortunately I’m starting at the bottom, but hopefully I’ll climb to the top.”

So far, the department has seen interest in the program from students who have either officially declared it their major or are thinking about changing their major.

“I think it’s a great program for USD,” Larson said. “We (have) a good media program here in our building. There’s a lot of growth in the sports aspect of it.”