Sport & Event Marketing and Management

Program Overview

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Medicine Hat College's Sport & Event Marketing and Management diploma prepares students for careers in the sports, arts, entertainment, and not-for-profit sectors. The program covers management, marketing, and implementation aspects of event planning and marketing, with a focus on persuasion, e-sports, and experiential marketing. Students gain practical experience through industry professionals, workplace residency, and hands-on projects. Graduates can pursue roles such as brand ambassador, marketing coordinator, and event management coordinator.

Program Outline

Degree Overview:

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Program Name:

Sport & Event Marketing and Management

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Institution:

Medicine Hat College (MHC)

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Campus:

Medicine Hat

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Credential:

Diploma

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Duration:

2 years

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Intake:

Fall

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Overview:

MHC's Sport & Event Marketing and Management diploma prepares students for the fast-paced, integrated world of sports, arts and entertainment, and not-for-profits. Students get a competitive edge by learning everything from the science of persuasion, e-sports, and experiential marketing to public relations, sponsorship, and management theory. These skills are both complementary to the sports industry but can also be applied in a variety of other sectors such as corporate events, arts and entertainment, and community recreation.

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Objectives:

Upon completion of the program, students will demonstrate the ability to:

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Manage:

• Apply knowledge of the management function to the operation of a sport and event organization.
• Apply, analyze and communicate accounting, economics and finance concepts pertinent to the operation of any organization.
• Demonstrate effective management of human resources in areas such as: job analysis, performance appraisal, employee selection, training, compensation, and labor relations.

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Market:

• Develop integrated marketing and media plans directly associated with sports and event entertainment.
• Analyze and interpret marketing activities using criteria related to sales forecasting, budgeting, financial health and performance metrics.
• Use Brand Intelligence tools and techniques to reframe, redesign, rewrite and develop new narrative elements for extraordinary advertising and promotional campaigns.

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Implement:

• Create professional and persuasive written and digital communications.
• Develop and evaluate sponsorship activation opportunities.
• Plan, design, execute and evaluate comprehensive events utilizing project management.

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Outline:

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Semester 1:

• ACCT 200 - Introduction to Accounting
• COMM 140 - Communication in the Workplace
• MGMT 161 - Management Theory
• SEMM 171 - Introduction to Marketing
• SEMM 201 - Introduction to Sport & Event Management

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Semester 2:

• COMM 252 - Advanced Business Communications
• MGMT 267 - Leadership Development
• SEMM 221 - Sport and Event Marketing
• SEMM 271 - Digital Marketing
• SEMM 325 - Evidence Based Event Marketing

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Semester 3:

• MGMT 263 - Organizational Behaviour
• MGMT 395 - Business Law
• SEMM 241 - Event Content, Design and Application
• SEMM 251 - Sport and Event Sponsorship and Fundraising
• SEMM 315 - Persuasion in Event Management

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Semester 4:

• SEMM 311 - Global Marketing of Sports
• SEMM 331 - E-Sports Management
• SEMM 351 - Sport Event Media and Public Relations
• SEMM 355 - Brand Marketing
• SEMM 371 - Sport Event Management Project

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Semester 5:

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Teaching:

MHC has transfer agreements with various post-secondary institutions. To learn how you can attain a degree, contact the academic advising team. Students will learn from industry professionals, participate in a workplace integrated learning residency, and gain insight through the use of simulations, case studies, and hands-on projects.

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Careers:

Graduates from the diploma can pursue positions ranging from brand ambassador and marketing coordinator, to event management and coaching development coordinator.

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Potential Career Paths:

• Sport / entertainment account coordinator
• Sport / event marketing coordinator
• Sponsorship / experiential marketing coordinator
• Social media / digital marketing coordinator
• Coaching development coordinator
• Fan experience / account coordinator
• Brand ambassador
• Facility / campus recreation / athletics coordinator
• Sports agent
• Marketing research
• Advertising and sales
• Event management
• Public relations
• Merchandising