Baylor University Sports Management: An Undergraduate Curriculum Overview

A Sport Management major at Baylor University prepares students for various entry-level management and administrative positions in the sports industry. The Sport Management degree helps students develop the skills needed to organize, administer, and facilitate sport programs at the corporate, agency, amateur, and professional levels.

The Sport Management Degree: Preparing Future Leaders

The Sport Management degree focuses on the conceptual, managerial, interpersonal, technical, and practical skills that prepare students to become visionary leaders in various areas of the sport industry. The mission of the degree is to assist students in the development of skills to organize, administer, and facilitate sport programs at the corporate, agency, professional, and amateur levels. The Sport Management Degree prepares students for graduate school, and for a variety of sport specialist entry positions that focus on the administration of sport activities/programs.

Daniel Davila’s dream was to just get his “foot in the door” and work for a professional sports organization. But this Sport Management graduate has already been able to work for two national teams in the short time since he graduated in 2017. He currently works for the Dallas Stars hockey team and prior to that worked for the Texas Rangers baseball team. “It’s been an amazing journey so far,” he said. He credits the Sport Management program in preparing him for his success by giving him insights on how the sports industry functions.

Curriculum Structure and Key Components

The Bachelor of Sport Management provides students the opportunity to customize their educational experience to fit their desired career goals. Majors complete a field experience in a professional setting to gain hands-on experience and learn about current trends and practices in the sports management arena. Students majoring in Sport Management will be required to complete a field experience designed to provide practical experiences in professional settings reflecting current trends and professional practices in the sport management arena. The primary employment segments within the sport industry involve performance, spectator, participant, consumer, production, planning, purchasing, supervision, advertising, and promotion.

S3E Program: Sports, Strategy, Sales & Entertainment

The S3E program prepares students for careers as leaders in the business of sports. The S3E courses are taken as part of the Marketing major in the Bachelor of Business Administration degree. As an S3E Marketing major, you will be prepared to pursue sales or analytics roles in a sports marketing field. The coursework in business analytics and professional selling for sports are rooted in values-based leadership principles that will guide you in making a meaningful difference in the workplace.

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Joining the S3E Program

Select one of the tracks below as an S3E emphasis in the Marketing major. Please declare yourself as an S3E program member by completing this form to obtain priority seating in S3E courses. You may join the Pre S3E Elite by completing the S3E Admissions Form before you arrive at Baylor or as a freshman or sophomore. Completing the form gives you priority seating in S3 classes. Completion of the application form prior to March 1st preceding admission to the Hankamer Business School. S3E classes are in high demand with limited seating.

Core Business Knowledge

Forty-eight hours from the BBA Core form the basis of business knowledge for S3E majors. The core forms the foundation for all business majors at Baylor.

S3E Course Requirements (2025-2026)

The S3E program includes specific courses designed to provide specialized knowledge in sports marketing and sales.

I. University/BBA Core## II. S3E Courses for Emphasis in the Marketing Major (9 hrs)

MKT 3310: ProSales 1 (Fall only with S3E professor - check with S3E office)
MKT 3333: Sports and Entertainment Marketing Analytics (Fall only with Wakefield)
MKT 4341: Sports and Entertainment Marketing & Sales (Spring only with Wakefield)
MKT 4396: Sports Marketing Internship - optional (must be approved in advance by Wakefield)

Additional Academic Opportunities at Baylor

Baylor offers more than 125 majors and programs. Explore our impressive job placement rates, success rates and starting salaries for each of our majors through the Baylor University Career Center.

Elite Academic Programs

Also included here are our Elite Academic Programs devoted to helping highly motivated students achieve ambitions academic, career and research goals. These highly-selective tracks benefit students by offering them individualized, in-depth advising from faculty, immersing them in research and giving them better opportunities for flexibility within their major while simultaneously preparing them for graduate studies or a successful career.

Finding Your Major

We are excited to offer this exciting new resource called MyMajors to help you as you explore the different majors and minors available at Baylor! Click on the link below, answer a few quick questions based on your interest and goals and see what majors could fit you best! Take the MyMajors Assessment Now!

Academic Program Inventory

Baylor offers a wide variety of undergraduate and graduate programs in its twelve colleges and schools. Click below to view the official Academic Program Inventory. Academic Program Inventory

Secondary Majors

Secondary majors are similar to traditional majors in many respects, such as appearing on transcripts and requiring a set of proscribed courses but differ primarily in the fact that students taking a secondary major are not subject to the requirements of the Common Core. Browse Secondary Majors

Accelerated Undergraduate and Graduate Degrees

Many colleges and departments within Baylor University offer accelerated combined degree programs, sometimes referred to as "Accelerated degrees." These programs allow a student to earn both a bachelor's and master's degree in five years rather than six. However, please note that gaining admission to a particular college within Baylor does not automatically guarantee your admission to its Accelerated degree(s). In other words, you often must apply to them separately. Students typically start preparing for the Accelerated degrees admissions process during their junior year of college.

Exercise Science and Sport Management

Exercise Science is the study of scientific applications to human movements and performance. Since it is the means to all accomplishments, movement is one of the most important things that man does. Sport, being comprised of specialized movements, has become a tremendous facet of human society and continues to grow, providing business opportunities and a greater need for managers of sport organizations. Sport Management major prepares students for careers in the fields of sport business, management of sport, and sport marketing by combining business related courses with studies of sport and physical education.

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Fitness & Wellness and Pre-Professional Tracks

The Fitness & Wellness track is for students who wish to work as exercise leaders or fitness directors in private athletic facilities or corporate fitness programs. The Pre-Professional track prepares students for graduate school in physical therapy, occupational therapy, chiropractic, or other related fields.

Potential Career Paths

Possible employment opportunities in Sport Management include professional sports teams, intercollegiate athletic programs, intercollegiate athletic conferences and associations, public and private facilities, corporate wellness programs, high school athletic programs, private sport clubs, sport marketing firms, and various amateur sport organizations. All S3 students have the opportunity to interview with a variety of professional sports teams, sports media and sports marketing agencies. The Marketing Department annually awards scholarships ranging from $750-$2500 for outstanding S3 Marketing majors with financial needs.

Faculty Spotlight: Shaping Future Sport Leaders

Matt Robinson, PhD, Associate Professor of Exercise Science and Sport Management

Dr. Matt Robinson has been a Professor of Exercise Science and Sport Management at Schreiner University since Fall of 2018. Dr. Robinson holds a Bachelor of Science in Physical Education from Southeastern Oklahoma State University, a Masters of Science in Exercise Physiology from Northwest Missouri State University, and a Doctorate in Kinesiology, Exercise Nutrition, and Health Promotion from Baylor University. Prior to beginning at Schreiner University, Dr. Robinson garnered 15 years of experience coaching at the collegiate level. During his time at Schreiner University, Dr. Robinson has done work with Special Olympics of Texas, and led students to present research at the national conference of the Applied Sport Management Association.

Jacob Parson, PhD, Assistant Professor of Exercise Science and Director of Schreiner Wellness Institute

Dr. Jacob Parson started as an Assistant Professor of Exercise and Director of the Wellness Institute at Schreiner University in August of 2025. Dr. Parson holds a Bachelor of Science in Exercise Science from Southern Illinois University Edwardsville, a Master of Science in Exercise Physiology from Southern Illinois University Edwardsville, and a PhD Doctorate in a Movement Science from Washington University in St. Louis School of Medicine, training in the Integrative Muscle Physiology Laboratory. Prior to his time at Schreiner University, Dr. Parson worked as a Clinical Exercise Physiologist in Cardiopulmonary Rehabilitation for 5 years, as well as a Clinical Research Assistant aiding in heart failure, electrophysiology, and heart transplant studies. During his doctoral training, Dr. Parson worked in a basic science muscle physiology lab investigating the crosstalk between exercising skeletal muscle and adipose tissue biology in mice. This tenure at WashU accompanied work both within his own Physical Therapy Department, but also collaboration with those in the fields of cardiovascular engineering, joint, tendon, and bone metabolism, and undergraduate researchers. Dr. Parson has attended conferences, published in affiliated journals, and is a member of the American College of Sports Medicine, Orthopaedic Research Society, and American Physiological Society.

Alex Huddleston, MS, CSCS, CSAC, Instructor of Exercise Science and Sport Management

Alex Huddleston is an Instructor of Exercise Science at Schreiner University, bringing over a decade of experience. He earned his Master of Science in Kinesiology from Lamar University, where he graduated Summa Cum Laude and contributed to the development of methodologies in fitness testing, including a custom formula for calculating Maximal Aerobic Speed from the Manchester United Fitness Test. Alex is a Certified Strength and Conditioning Specialist (CSCS) through the National Strength and Conditioning Association and a Certified Speed & Agility Coach (CSAC) through the National Sports Performance Association. His professional experience spans multiple sectors of sports and fitness. As Head Strength and Conditioning Coach at Garden City Community College, he directed training programs for more than 400 athletes, managed professional development initiatives, and led a staff of coaches during a challenging pandemic period. He also worked as a Graduate Assistant Strength & Conditioning Coach at Lamar University, where he coached athletes across multiple sports and founded the Lamar Strength & Conditioning Clinic to advance student learning and professional networking. At Schreiner University, Alex combines his extensive background in coaching and administration with a passion for education. Outside of the classroom, Alex has been recognized for his achievements as a 2-time NCCAA All-American baseball player and has professional experience with the Toronto Blue Jays organization.

Enhancing the Student Experience: Professional Opportunities

Final Four Volunteer Program

Each year, Schreiner University students can apply to be part of the Final Four volunteer team. Students who are selected to travel to the Men’s Final Four Basketball Tournament are given the opportunity to work in a hands-on environment helping put on fan events connected to the Final Four.

TACSM Conference

Exercise Science and Sport Management students learn, network and present their original scientific research at the Texas Chapter of the American College of Sports Medicine (ACSM) meeting every year in Waco, TX.

ASMA Conference

The national conference of the Applied Sport Management Conference meets yearly in locations across the United States.

Special Olympics

Each year, Schreiner University Department of Exercise Science and Sport Management sponsors a Special Olympics Unified Field Day.

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