Courses
Sport and Event Marketing-2025/2026
| Level 1 | ||||
| Take all of the following Mandatory Courses: | ||||
| MKTG-1093 | Sports, Entertainment & Event Marketing | 3 | ||
| This course exposes students to the growing field of sports and entertainment marketing with a focus on the theory and practice. This course explores the planning and marketing of sports, entertainment and events. Students learn about the planning, promotion and evaluation of special events within these specific industries. While focusing on the practical application of theory, students will study topics such as sport/event branding, athletes and/or performers, sports/entertainment organizations and special events and sponsorship. | ||||
| MGMT-5074 | Google Analytics | 3 | ||
| Website analytics help organizations understand where their internet traffic is coming from and how engaged that traffic is with their sites content. This information should guide decisions related to paid search program management, search engine optimization, and content redesign. While there are many web analytics programs available, Google Analytics (GA) is a free tool available to anyone with a website. Consequently, it is the most widely used website statistics service in use today. In this course, students will learn how core website traffic statistics are calculated such as time on site, avg. pageviews, number of visits, bounce rate, etc. Students will also learn to interpret trends and make recommendations. Students will become familiar with the GA interface and its reporting capabilities. | ||||
| COMP-6051 | Marketing Design | 3 | ||
| In an environment that continues to evolve at an almost exponential rate, the modern marketer plays a key role in the design, construction, and maintenance of a web presence. In this course, students will learn to create and dissect a website, along with techniques associated with effective SMO (Social Media Optimization) marketing and analytics. Basic to advanced construction techniques and coding language will be taught using a text-based application and the WordPress.org platform, along with a variety of other techniques that demonstrate to the student how to create accessible and relevant page content. Basic graphic optimization skills will be taught for the purpose of enhancing page design using Adobe Photoshop. Various proven and recent optimization techniques will be demonstrated in relation to the WordPress platform with a focus on Google Analytics and Social Media platforms as a primary means to dynamically track user behavior. | ||||
| COMM-6019 | Advanced Professional Communication | 3 | ||
| This course focuses on refining and advancing students workplace communication abilities. The advanced communication documents and strategies covered include presentation skills, research skills, business document writing, meeting and management team strategies, business etiquette, and advanced employment communications. Additionally, students learn about interpersonal and intercultural communication (high/low and monochromic/polychromic context) concepts and strategies. | ||||
| MGMT-6153 | Leadership in Sport & Event Marketing | 3 | ||
| In this course, students examine the skills required to be effective sport leaders. Students explore a variety of topics and develop concrete leadership skills. Topics include personal leadership skills, conflict management, crisis management, learning the role and function of mentoring others, supervisory task such as planning, organizing and supervision of groups, and working with a notfor-profit governance model. | ||||
| MKTG-6015 | Non-Profit & Event Marketing | 4 | ||
| This course will explore the interrelationships between a non- profit organization's marketing strategies and its overall mission, values, goals, capabilities, and environment. Students will also develop an understanding on how the use of experiential marketing and events can enhance customer relationships and generate new customer leads. Topics include the attitudes and behaviours of clients, influencing target audience behaviours, fundraising and resource development, recruiting and working with volunteers, corporate and non-profit sector partnerships, business to consumer and business to business events. Students will gain practical marketing experience through the completion of an event and marketing plan for a client in the community. | ||||
| Level 2 | ||||
| Take all of the following Mandatory Courses: | ||||
Group 1 | ||||
| MKTG-6031 | International Sport Marketing | 3 | ||
| This course exposes students to the concepts and theories related to marketing in international sports organizations. The course adopts an applied approach and emphasizes both professional and Olympic sport, focusing on the practical application of theory. Topics include sport agents, marketing world sporting events, financing, marketing sport facilities, ambush marketing, and anti-doping. | ||||
| MKTG-6030 | Festivals, Sports & Events Management | 3 | ||
| Students will learn the process of conducting a business analysis of a Festival including business planning, funding, fundraising, marketing and promotional strategies. Students will develop a business plan for a Community Festival to include specific recommendations on marketing and promotions strategies. | ||||
| MGMT-6152 | Ethics, Issues & Trends in Sport Mktg | 3 | ||
| This course will provide students with a platform which to base both personal and business related decision making in sport within the context of utilizing various moral and ethical principles and concepts. Topics include ethical issues involving sportsmanship, coaching, parenting and being a spectator, and ethical duties will be explored involving sports agents. Ethical considerations involving race and gender in sport will be examined in a social context, as well as considerations for media, drug testing, violence and gambling in sport with particular emphasis on significance and influence involving sport ethics. | ||||
| MKTG-6032 | Sponsorship Activation & Analysis | 3 | ||
| This course features an examination of corporate sponsorship, its growing role and importance in the corporate/brand marketing mix; importance to event and property producers/organizers, participants, athletes, entertainers, communities and the media. Additionally, an overview of the industry and instruction on effective methods to plan, price, organize, acquire, implement, measure, and evaluate sponsorships including the development of a corporate sponsorship plan. Topics to be covered include measurement and empirical analysis, commercial returns (ROI/ROO), measurement techniques and metrics, and analysis of results. | ||||
| PBRL-6021 | Sport Media & Public Relations | 3 | ||
| This course provides an analysis of the role of public relations and mass media in sports communication. Technology of sports PR is combined with an examination of the public's relationship with athletes and sports. This course will also explore the techniques and activities used to promote events, organizations and athletes. Topics include the creation and sustainability of brand awareness, media management, and the examination of established and emerging media trends in the digital environment. Course content will incorporate and reinforce the skills/concepts that you have learned throughout your studies to date, increasing your knowledge and perspective on the world of sports media and PR. | ||||
Group 2 | ||||
| Students will be enrolled in one of the following courses: MKTG-6033 or INNV-6001 | ||||
| MKTG-6033 | Sport & Community Marketing in Canada | 3 | ||
| How do we get volunteers to help organize little league baseball for girls? This course will help students use management principles in the non-profit sport sector. Students will take the 4 P's of marketing into small towns, rural Ontario and develop community content marketing. Learn how to promote your sport in a non-profit world. Students will dip into topics such as recruiting/motivating volunteers, analysis of organization performance, grant funding, and board governance. | ||||
| INNV-6001 | Innovation Applications | 4 | ||
| Organizations and individuals need to be innovative to succeed in the complex and rapidly-changing global market place. In this course, you will learn the fundamentals of innovation and how innovation applies to your discipline or field. Using this foundational knowledge, you will select and apply the novel and adaptive thinking processes and tools presented in the course to complete an innovative learning project in collaboration with other students. The project will be based on a real-world scenario involving an external live client identified in consultation with your professor, and you will interact directly with the client. The project may involve a multi-disciplinary approach. Throughout the course, novel and adaptive thinking skills and collaboration skills will be evaluated through self assessment and peer assessment. This course is designed to give students in graduate certificate programs the opportunity apply innovative thinking to a real-world problem presented by an external client. | ||||
| Level 3 | ||||
| Take the following Mandatory Course: | ||||
| FLDP-6029 | Sport & Event Marketing Field Placement | 8 | ||
| This course combines in-class learning with actual work experience in sport industry. The students will acquire a field placement that requires them to utilize the knowledge and skills that they have learned in other courses. During the field placement, students work closely with a placement supervisor to develop necessary job skills that are needed for future employment success. Field Placement is concurrent with course work and requires students to work a minimum of 300 hours. | ||||
| Program Residency | ||||
| Students Must Complete a Minimum of 12 credits in this program at Fanshawe College to meet the Program Residency requirement and graduate from this program | ||||