DSO 578: Fundamentals of Sports Performance Analytics
Statistical models for pro sports industry business application. Effectively communicate findings for practical actionable results. Sports science data protocol.
Business of Sports
USC Marshall School of Business offers a comprehensive suite of courses and programs dedicated to the business of sports, providing students with in-depth insights into the multifaceted sports industry.
The all-day program at the Intuit Dome, which drew nearly 500 attendees, focused on what’s ahead at the intersection of sports, media, business, technology, fan engagement, and storytelling.
Data scientist Lorena Martin teaches students to code, analyze, and communicate data for athletic performance, injury prevention, and career longevity.
“The world of sports is a prism, shine a light through it, and you’ll see all aspects of contemporary life. Together with USC Annenberg, we are launching a first-of-its-kind, multidisciplinary hub aimed at building the nation’s leading academic sports program at the intersection of business, entertainment, media, science and technology.”
— Dean Geoff Garrett
Courses
DSO 578: Fundamentals of Sports Performance Analytics
Statistical models for pro sports industry business application. Effectively communicate findings for practical actionable results. Sports science data protocol.
MOR 479: The Business of Sports
Addresses the business side of the sports industry; examines professional sports franchises, amateur athletics, and collegiate sports and how they relate to corporate America, the media, and the public sector. Recommended Preparation BUAD 304.
MOR 480: Sports Business Innovation: Impacts on Decision Making
Investigates how innovation in sports business influences industry cash flow and executive decision making. Examines emerging areas of innovation and their impacts on industry stakeholders.
MOR 499: Power, Players and Platforms in Global Sports
Leverage USC’s academic depth and breadth to examine (1) the business of sports; (2) platforms and broadcasting; (3) sports in culture; and (4) real-time analysis of topics such as the new wave of women’s game, performance and mindset, and the integration of artificial intelligence.
MOR 579: The Business of Sports Entertainment
Business practices and issues in different sports markets including growth opportunities and innovative marketing strategies for attracting and retaining fans and corporate sponsors. Industry speakers.
RISK 387: Risk Management in Entertainment, Sports and the Arts
Knowledge and skills needed to identify, analyze, control, finance and report on the risks particular to entertainment, sports and the arts. Duplicates credit in the former ACCT 387.
Power, Players, and Platforms in Global Sports
USC Marshall and Annenberg's joint course taught by Cheryl Miller and David Belasco, provides students an inside glimpse into the business of sports through exclusive discussions.
“Whether you’re interested in finance, real estate, marketing strategy, or organizational behavior, there’s a real world example from sports to discuss.”
“Whether you’re interested in finance, real estate, marketing strategy, or organizational behavior, there’s a real world example from sports to discuss.”
— Courtney Brunious, Assistant Professor of Clinical Management and Organization
NEWS + EVENTS
Key Takeaways from the USC Next Level Sports Conference
The all-day program at the Intuit Dome, which drew nearly 500 attendees, focused on what’s ahead at the intersection of sports, media, business, technology, fan engagement, and storytelling.
USC Annenberg and Marshall Partner with Fanatics for Unique Program for WNBA and MLB Athletes
USC's new partnership with Fanatics helps professional athletes plan for life after sports.
Miller Moss Embraces Community On and Off the Field
Miller Moss’ unconventional USC journey has led him to the Marshall School of Business.
Under Armour Founder Offers Students Lesson in Entrepreneurial Mindset
Under Armour Founder Kevin Plank dropped by Professor David Belasco's class for a talk on resilience, hard work, and the entrepreneurial mindset.
Athena Summit Showcases Innovator in Women's Sports
Angel City FC Co-Founder and President Julie Uhrman spoke at the Athena Entrepreneurship Summit about brand-building, community outreach, and the bright future of women's sports.
Deans' Dialogue: Angel City FC Founders Discuss Changing the Game
Kara Nortman, Julie Uhrman, and Sophia Bush joined Deans Garrett and Bay for a discussion on progress in women’s sports.
Athlete Entrepreneurs Find Success with MSEI Degree
While playing on one of the nation’s best basketball teams, these graduates found time to earn their master’s degrees in entrepreneurship and innovation.
25 by 75: Marshall Professor and USC Alum Tackle Sports Bucket List
Professor David Carter and USC alum George Ross ’87 are hitting the 25 most iconic sports events in the world, including the 2024 Paris Olympic Games.
INSIGHT + ANALYSIS
Quoted: David Carter in AP News
Carter explains that to sustain the growth of women’s sports, it’s time to focus on the economic potential.
Quoted: David Carter in CNBC
Carter discusses the Los Angeles Dodgers’ historic spending spree and the concept of fairness in Major League Baseball.
Trojan Basketball Star Kiki Iriafen Pursues Entrepreneurship at Marshall
Before Trojan forward Kiki Iriafen heads to the WNBA, she is back in her hometown of Los Angeles to get her Master’s Degree in Entrepreneurship at USC Marshall.
MBA Program Propels Alum to Olympic Dream
Julia Durham MBA ’22 credits Marshall’s MBA program for launching her toward the LA28 Olympic and Paralympic Games.
FACULTY
David Belasco is an accomplished entrepreneur, educator, and attorney. During his career, he:• Started, built, and sold companies in environmental clean-up and manufacturing;• Created Taking the Leap, a popular course featuring discussions with entrepreneurs, thought leaders, and creative talent;• Received multiple Golden Apple Teaching Awards, the Peer Achievement Award for Faculty, USC-Mellon Mentoring Award, Dean's Service Award, and Greif Center Lead Blocker Award; and• Began as a lawyer at Latham & Watkins in Los Angeles. Dave is a graduate of USC and the University of Pennsylvania Law School, where he served as editor of The Law Review.
Courtney Brunious is an Assistant Professor of Clinical Management and Organization in the Department of Management and Organization. He teaches courses in strategy, sports business, and leadership, leveraging his experience in executive roles in the sports business industry to bring real world insights into the classroom. He has continued to study the sports business industry for years and has provided insight into issues ranging from sports anchored real estate development to technology. He has also spoken on or moderated panels at the USC Body Computing Conference, NBPA Tech Summit, and USC Marshall Diversity conference. His media work has included appearances on the CBS evening news and KTLA as well as radio and print such as NPR, CNBC, ESPN, Variety, Fast Company, the Los Angeles Times, and the Los Angeles Business Journal.
David M. Carter is a national authority on sports business and strategic marketing, and the author of four books about the sport business industry. He founded the Sports Business Group in 1999 following more than ten years of consulting for the sports and entertainment industries. As a sports business consultant specializing in strategic marketing, Professor Carter has consulted for corporations, sports organizations, sports and entertainment venues, law firms, municipalities, and individual athletes. He regularly provides sports business commentary to national media concerns.