Students will focus on exploring the rise of esports and its place in a new age of participation, from the vantage points of developers, athletes, participants, sponsors and media. Students will explore the growth of this fast growing vertical, examining franchise, sponsorship and participant relationships in the esports communities, and providing insight into how their different roles affect each other. Students will develop their skills in order to speak knowledgeably about the history, community, and business of esports with future employers and other stakeholders in the industry.

Event Marketing Strategy introduces students to the dynamic field of event marketing from the perspective of an event brand. This course examines the strategic marketing process as it applies to the development, implementation, and measurement of a Marketing Plan for an event. Students learn the fundamental principles of situation analysis, target market selection, brand positioning, stakeholder value creation and the event marketing mix. Students create a Marketing Plan for an event property based on measurable goals and objectives as well as an established budget.

Sports Marketing examines the strategic marketing and business of sports at the professional, semi-professional and amateur levels. Students learn about the sports industry and value of sports and sports events for companies, athletes, consumers, leagues, and government from a global, national, regional, and local perspective. This course explores sports revenue generation and audience development strategies through case analysis and discussion.

Event Financial Management introduces students to the fundamental aspects of event financial planning and management. Students learn how to create a detailed event budget and manage cash flow. In addition, students evaluate and compare organization financial statements including the income statement, balance sheet and statement of retained earnings. Students learn strategies for generating earned and contributed revenues as well as managing the expenses for event organizations.

Event Digital Marketing Strategy examines how event organizers use digital marketing and social networks to engage their target audiences. As a vital part of the marketing mix, students learn how to leverage digital and social channels to bring an event to life in cyberspace and connect with consumers in new and interactive ways. The course examines the role of websites, mobile marketing, direct marketing, influencer marketing, social networks, Search Engine Optimization and Search Engine Advertising to develop a holistic understanding of what is available to an event organizer in their digital marketing toolbox. Students explore digital strategy and tactical implementation while reviewing real-world examples.

Entertainment Marketing examines the dynamic entertainment industry, including trends, marketing best practices and audience development strategies for entertainment properties. Students learn the importance of applying the fundamental principles of strategic planning, brand management and marketing to delivering effective integrated campaigns for entertainment festivals, concerts, and events. This course engages students in team projects including cases studies and the development of a marketing plan to launch a new entertainment event.

Top brands are increasingly incorporating esports into their marketing mix to engage young consumers in an interactive and multi-sensory brand experience. Students will examine how brand marketers are strategically sponsoring and partnering with esports entities and events to bring their brand's personality to life by actively engaging consumers with their brand and creating an emotional connection between the consumer and the brand. Students will discuss how brands create deep-rooted value and loyalty among esports participants and audiences, while also examining how brands' use of event and experiential marketing, coupled with influencer/social media marketing, have driven the exponential growth of the esports industry.

Skilled event marketers seek to maximize event sponsorship revenues by strategically attracting, servicing, and retaining corporate sponsors and building a value-creating partnership with them. Event marketers effectively pitch their event property to targeted corporate sponsors based on brand fit and the potential to activate the sponsorship and deliver the sponsorship ROI that sponsors expect. In this course, event marketing students will learn how to develop a strategic Sponsorship Marketing Plan. Students will identify prospective sponsors through a well-designed and tailored sponsorship package, negotiate win-win sponsorship agreements, develop cutting edge activations to service the sponsorship, and provide a post-event fulfilment report that tracks, measures and evaluates the sponsorship.

This course introduces students to foundational sales principles tailored to the sports and entertainment industries, focusing on negotiation, strategic partnerships, and revenue generation strategies. Students will learn and apply sales strategies and tactics to maximize revenue generation across key areas such as sponsorships, ticketing, premium seating, media rights, and ancillary revenue streams. Students will develop and present a business case for revenue generation strategies, incorporating specific sales targets and financial objectives, to support strategic decision-making and sustainable business growth for a sports and entertainment property. The course incorporates role-playing scenarios to simulate real-world negotiations, objection handling, and client interactions.

Event Marketing Analytics examines tools and metrics used to evaluate the effectiveness of events and plan for their continuous improvement. Students learn the importance of capturing, measuring, and analyzing event results for event planning purposes. Students will analyze and compare metrics used to assess different types of events such as conferences, festivals, trade shows, sports events, and brand experiential campaigns. This course examines the critical role market research has in identifying relevant consumer insights that can be applied to event planning and brand management.

Effective event marketers craft and deliver sports, entertainment and event experiences that appeal to and satisfy the desires of target audiences. Marketing decision making requires an understanding of target consumer mindsets and behavior - what motivates different segments of consumers to buy, their decision-making journey, and the way that they consume and share event experiences. This course examines the social, psychological, environmental, and cultural factors that influence consumer behavior in respect to events, and the implications for marketing strategy. Uniquely, students examine consumer behavior in the context of an actual event that they plan, market, and implement. Students evaluate the effect that marketing communications and the brand experience have on consumer attitudes towards a brand and brand purchase intent.

This mandatory course for WIL students prepares students to job search for their co-ops/work terms. Students will reflect on their skills, attitudes, and expectations and evaluate and interpret available opportunities in the workplace. Self-marketing techniques using resumes, cover letters, cold-calls, and interviewing will be learned and students will learn the expectations, rules, and regulations that apply in the workplace with regards to social, organizational, ethical, and safety issues while developing an awareness of self-reflective practice.