Earn your Sport & Event Marketing and Management diploma at Medicine Hat College
Delivered via Flexible Learning, MHC's Sport & Event Marketing and Management diploma prepares students to enter 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.
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.
Graduates from the diploma can pursue positions ranging from brand ambassador and marketing coordinator, to event management and coaching development coordinator. MHC has transfer agreements with various post-secondary institutions. To learn how you can attain a degree, contact our academic advising team.
Flexible Learning: The Power to Choose
Sport & Event Marketing and Management is offered in a flexible delivery format. Students may choose to attend classes in person or online asynchronously. Asynchronous learners will have access to recordings of the in-person classes through Blackboard, released according to the course schedule outlined in the syllabus. Please note that assessments, projects, and any residency requirements must be completed in person at specified dates and times.
High School Route
- ELA 30-1 or ELA 30-2
- Two 30-level, 5-credit subjects with 50% or better
Mature Student Route
- ELA 30-1 or ELA 30-2
Students who do not meet the prerequisites above are eligible for an Accuplacer test.
Year One - 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
Year One - Semester 2
- COMM 253 - Human Relations in the Workplace
- MGMT 267 - Leadership Development
- SEMM 221 - Sport and Event Marketing
- SEMM 271 - Digital Marketing
- SEMM 325 - Evidence Based Event Marketing
Year Two - Semester 3
- MGMT 263 - Organizational Behavior
- 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
Year Two - 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
Year Three - Semester 5
- SEMM 391 - Sport and Event Marketing and Management Work-Integrated Learning
Upon completion of the Sport Event & Marketing Management program, successful graduates of the program will be able to demonstrate and apply theoretical and practical knowledge in the following areas:
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Marketing and Management Theory
- Apply marketing and management principles to plan, promote, and deliver sport and entertainment events that meet organizational and audience objectives.
- Communication
- Communicate strategically and professionally with diverse stakeholders using written, oral, and visual/digital methods to support marketing objectives and relationship management.
- Digital Media Technology
- Leverage digital media technologies to design and implement user centered marketing strategies that optimize marketing efforts.
- Problem-solving
- Design, evaluate, and implement strategies to anticipate and systematically solve problems when planning and marketing sports and entertainment events.
- Risk Management
- Manage events and situations to mitigate risk and maintain a safe event environment for all participants.
- Teamwork/Leadership
- Demonstrate leadership across diverse roles by modeling ethical decision-making and leveraging emotional intelligence to influence others, adapt to change, and foster positive team dynamics.
- Event Planning and Marketing
- Plan and market sport and entertainment events by identifying objectives, target audiences, and operational challenges, and selecting appropriate strategies to address common planning and marketing issues.
- Funding and Financial Planning
- Evaluate funding options and prepare basic event budgets to support the financial viability of sport and entertainment events.
- 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
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