fbpx

The AUE has developed a strong and comprehensive Master of Sports Management (MSM) Program providing guidance and leadership to the sports sector across the UAE and the GCC region. The program develops and enhances management, sport and business skills to effectively govern sport-related organizations. The programs prepare students to become tomorrow’s leaders in delivering state-of-the-art decisions and strategic orientation in the sports industry.

The MSM program is built for advanced students to expand their skills and competencies for the dynamic world of sport. That said, the program is structured to enable students to pursue further academic and professional development. The strategic approach of the AUE is to place the MSM program as a leading program for studies on sport-related industry serving as a hub for delivering education, consulting and extensive network.

The program is focused on developing, integrating and delivering a contemporary knowledge and understanding of sport-related and business science. Students are coming from diverse backgrounds enriching the program with their know-how, experience and culture.

  • Integrate theoretical knowledge with practical skills across sport management functional competency areas.
  • Demonstrate critical thinking by evaluating the economic, ethical, social and legal impacts of sport management decisions and issues.
  • Demonstrate professional written, oral, and technical communication skills.
  • Conduct academic and professional research; i.e. collect, evaluate, analyze, and interpret data.
  • Evaluate key similarities and differences across diverse regional and global sport management contexts and collaborate with diverse individuals across various sport organizations.

ADMISSION REQUIREMENTS

For further information, please click here

ACCREDITATION

The American University in the Emirates is licensed by the UAE Ministry of Education - Commission for Academic Accreditation | caa.ae

PROGRAM STRUCTURE

33 Credit hours

Bridging Course
Courses (5)
Credit Hours (-)
Core Course
Courses (7)
Credit Hours (21)
Elective Courses
Courses (2)
Credit Hours (6)
Thesis
Courses (1)
Credit Hours (6)

* Bridging Courses (5 courses/10 CH) * required for students who have their bachelor’s degree in different field than Business

FEE STRUCTURE

  • Tuition (One Semester)

    Approx. 30,000 AED
    One academic year is two semesters
  • Admission (One Time)

    3,500 AED

For more information about detailed fees and tution Find here

CORE COURSES

7 COURSES | 21 CREDIT HOURS

The course explains the sport governing and policymaking bodies in detail including recreational sport, amateur athletics, Olympic and professional sport. The course highlights the sport governance and policymaking processes in GCC countries.

This course examines the application of basic principles of business marketing to diverse sectors in the sport industry. The course explores the basics of sport market segments (spectators and participants), and builds on that to identify principles for creating and maintaining deep relationships with the sport consumer. It also explores marketing operations for sport including database marketing, customer relations, and brand and line extensions in sport. It presents the basics of sponsorship, including the sponsor-sport property partnership, activating sponsorships, and assessing sponsorship effectiveness.

The course explains the sport governing and policymaking bodies in detail including recreational sport, amateur athletics, Olympic and professional sport. The course highlights the sport governance and policymaking processes in GCC countries.

This course examines the application of basic principles of business marketing to diverse sectors in the sport industry. The course explores the basics of sport market segments (spectators and participants), and builds on that to identify principles for creating and maintaining deep relationships with the sport consumer. It also explores marketing operations for sport including database marketing, customer relations, and brand and line extensions in sport. It presents the basics of sponsorship, including the sponsor-sport property partnership, activating sponsorships, and assessing sponsorship effectiveness.

  • Integrate theoretical knowledge with practical skills across sport management functional competency areas.
  • Demonstrate critical thinking by evaluating the economic, ethical, social and legal impacts of sport management decisions and issues.
  • Demonstrate professional written, oral, and technical communication skills.
  • Conduct academic and professional research; i.e. collect, evaluate, analyze, and interpret data.
  • Evaluate key similarities and differences across diverse regional and global sport management contexts and collaborate with diverse individuals across various sport organizations.
  • Integrate theoretical knowledge with practical skills across sport management functional competency areas.
  • Demonstrate critical thinking by evaluating the economic, ethical, social and legal impacts of sport management decisions and issues.
  • Demonstrate professional written, oral, and technical communication skills.
  • Conduct academic and professional research; i.e. collect, evaluate, analyze, and interpret data.
  • Evaluate key similarities and differences across diverse regional and global sport management contexts and collaborate with diverse individuals across various sport organizations.

This course provides the basic concept of sports management in terms of its scope, principles, issues and future trends. Additionally, it provides an opportunity to explore sport managers’ role, responsibilities, and required skills in organizations in the sport industry and to learn strategies for their career sucess. It provides students with the opportunity to gain information and understanding of the various practices and procedures associated with sport administration and management.

This course examines the key financial skills necessary to manage sport organizations in both public and private settings. Emphasis will be placed on the different financial attributes of sport industry segment including recreational, amateur, and professional sports. It will also provide the students with an opportunity to explain the various financial challenges facing the sports industry and critically analyze several components. The goal of this course is to enable the students to evaluate and to solve problems involving sports financing and to effectively communicate their recommendations to others.

This course examines fundamental skills necessary to manage different kinds of sport facilities and events and then extends that knowledge into the challenges of managing sport facilities and events. The course focuses on fundamentals of facility operations including programming, maintenance scheduling, risk management, environmental management and impact assessment. The latter part of the course builds on the facility management material by examining the ways that events fit into scheduling for facility use.

This course is designed to provide an extensive overview of legal principles and ethical issues that apply to the sport industry and that impact the work setting of sport organizations. It begins with an introduction to the different fields of law and the broad issues related to sports law. The course also covers the role and application of ethics in the decision-making process.

This course is designed to understand an interrelationship between two multi-billion dollars industry of tourism and sports. This course introduces students to the nature, structure, and complexity of the sport tourism industry. It focuses on the nature of tourism and entertainment, its economic aspects, cultural factors, marketing, management and nature of sports. Topics covered include: economic, sociocultural and environmental impacts, motivations, marketing, and development principles.

ELECTIVE COURSES

CHOOSE 2 COURSES | 6 CREDIT HOURS

Students are free to select two courses (6 credits hours) from the following courses.

The course deals with development of Sports and the various policies that govern the sport in the UAE, GCC and international levels. The management of Sports development and the development of Sports as a tool for human development is discussed. Sports development will be examined from a social construct and infrastructure development. The course discusses policies to develop Sports at a regional and international level.

The course deals with various consumer behavior factors that affect sports and events like consumer motivation, decision making, and how they influence sport marketing activities. It also deals with marketing strategies for sports awareness and attraction. The course also helps in preparing a functional guide to success in planning marketing actions and strategies that promote and deliver sports events.

The course is designed to provide an overview of the global sport industry including the global sport calendar and key organizations and actors.  Managing, marketing, business and financial challenges of coordinating across borders and cultures is a key focus of the course.  Additional topics include the localization of international sport and the relationships between sport and culture.

The course content will reflect the interest of the faculty members and current issues in the sport industry such as global challenges, contemporary issues, ethical issues confronting management, management in changing environment and management under crises. Topics will vary annually.

The course provides students with the opportunity to apply acquired learning in a practical field in addition to extending their learning in a contextualized and practice based environment. The purpose of the course is the synthesis, extension and practical based application of learned skills by field experience with a sport organization under the supervision of a faculty member to develop knowledge and skills in the application of sport management theory in a non-classroom setting.

This course is designed to provide students with an overview of the sport media communication field. The course presents the sports writing, broadcasting, online media, advertising and video production, and examines the differences between content rooted in journalism and content rooted in organizational communication. The goal of the course is providing students with an opportunity to be exposed to the full range of sport media communication; including locating sport communication within the broader field of sport management and administration; different approaches and languages, lines of communication, personal and organizational aspects of sport communication; the various areas or segments of sport media; the services and support systems associated within sport media communication.

This course offers an introduction to quantitative and qualitative designs in management research as well as to applied statistical methods. The students will learn the language and terminology of business research, research process, usage of data sources and statistical techniques, measurement issues such as reliability and validity, and research instruments including questionnaires and interviews. It will prepare students for conducting a comprehensive research study, from formulating research objectives, questions, problem statements, hypotheses in addition to reviewing the literature, opting for a research approach and analytical/statistical models appropriate for analysis and answering the questions. The course has an applied orientation and students will develop research skills and knowledge to effectively use research findings in decision-making and solving organizational problems. The students will be trained in the use of SPSS and NVivo software programs and will learn how to apply SPSS-based statistical methods in their quantitative studies and NVivo in qualitative research projects. The course will further emphasize the importance of the cross-cultural dimension in the design and execution of empirical studies related to different aspects of a business.

THESIS

6 CREDIT HOURS

Students in MSM program have to write a thesis that allows students to demonstrate their ability to work on their own and present a cogent defense of a central claim.

Conducted under the supervision of a faculty member assigned as advisor, this work enables the students to develop a research paper on a chosen topic and prepare a report on the study conducted and its results. Emphasis will be given on methods of data collection and analysis, conclusions on the basis of the findings of the study and proper presentation of the study in a desired format.

Equine Management Concentration


Equestrianism is ever increasing in popularity, the leaders and strategic managers who will shape equestrianism’s future will therefore require an outstanding foundation in both business and equine management to be successful.

Upon completion of the Sports Management program, graduates have the opportunity to possess a specialized concentration in Equine Management to develop professional business skills contextualized to the equestrian environment enabling them to make effective and viable decisions within the broader management of equestrian related businesses.

Course Name Credit Hours
Bloodstock Management 3
Equestrian Event and Client Management 3
Performance Analysis in Equestrian Sport 3
The Global Horseracing Industry 3
Total 12

ATTENDANCE

WEEKDAY CLASSES

Course A | Tue –Thur | 5:00 pm –8:00 pm
Course B | Mon –Wed | 5:00 pm –8:00 pm
If one course is registered, one-timing would be selected

WEEKEND CLASSES

Course A | Sat-Sun | 9:00 am –12:00 pm
Course B | Sat-Sun | 2:00 pm –5:00 pm
If one course is registered, one-timing would be selected

JOINING THE PROGRAM

Students can join anytime during the year and at the beginning of any block.

September

FALL SEMESTER

JANUARY

SPRING SEMESTER

MAY

SUMMER SEMESTER

RECOMMENDED STUDY PLAN

MSM Advisory Board Members

Name Designation
Prof John Nauright Academia (Sports Management), University of North Texas (UNT)
Mr. Mike Davis Private Sector – Sports Management Consultancy, CSM  Sport & Entertainment
Dr. Ali Tweissi Public Sector – Sports Federation/ Equestrian, UAE Equestrian Federation
Mr. Ahmed Al-Hammadi Manager, (AUE MSM Alumni), Private Sector, Al Forsan International Sports Resort
Mr. Steven Bainbridge Private Sector/ Sports Law and Events Management, Al Tamimi & Company
Mrs Sajani Hamza Public sector – Sports Federation, UAE National Olympic Committee
Mr Mahmoud Aboumansour Managing Director, Titans for Sports Services, Dubai, UAE
Ms. Nada Alshaibahi Senior Program Presenter (AUE MSM Alumni), Abu Dhabi Media Company
TOP