Sports, Entertainment & Event Marketing (SEM)

Event Marketing Strategy 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 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 Project Management Event Project Management examines the necessary components to achieve a successful event, including event production, coordination, liability, risk management, site selection, sustainability planning and ethics. Students will identify and create the essential project plan required for a seamless live, hybrid or virtual event experience

Event Financial Management 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 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.

Brand Activation & Experiential Marketing examines how corporations that market consumer brands are increasingly incorporating events into their marketing mix to engage their target market in an interactive and multi-sensory brand experience. Students will learn how events are strategically being used by brand marketers to bring the brand personality to life, engage consumers with the brand, and to develop an emotional connection between the brand and the consumer. The course will examine the rapid growth of brand experiential marketing and the role that social media and other forms of marketing communications have in promoting these events. Students will create and pitch an experiential campaign concept to an industry client.

Sponsorship Strategy 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 Analytics 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.

Consumer Behavior and The Event Experience 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.