The Selection of a Sport Management Major: Factors Influencing Student Choice from a Consumer-Oriented Perspective

in Sport Management Education Journal
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Higher education administrators have called on faculty to strategize ways in which to fill classroom seats, as well as recruit and retain diverse students. Understanding current student populations should be of increasing importance to sport management faculty as new programs are established at colleges and universities each year. A sample of 330 sport management students from introductory sport management courses at six different schools was surveyed to identify factors influencing their selection of a sport management major. Results indicate students select the sport management major because they have an interest in sport and working in the sport industry. Program quality and program convenience were also important selection factors. Women had lower salary perceptions and minority students had lower perceptions across most selection factors. Understanding these factors can help programs tailor their marketing and recruiting efforts in an effort to develop a more diverse classroom and workforce.

Hancock and Greenwell are with the Dept. of Health and Sport Sciences at the University of Louisville, Louisville, KY.

Sport Management Education Journal
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