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School of Business & Continuing Studies

Sport & Event Marketing and Management

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 delivered with
flexible learning options, meaning you can choose the learning environment that works best for you! Attend in person at the Medicine Hat campus, online, or a combination of the two for maximum flexibility as you balance your education and life.

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
First Year

Fall Semester

  • 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

Winter Semester

  • 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

Second Year

Fall Semester

  • 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

Winter Semester

  • 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

Spring Semester

  • SEMM 391 - Sport and Event Marketing and Management Work-Integrated Learning


Upon completion, students will demonstrate the ability to:


  • 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.


  • 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.   


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