Sport and Entertainment Marketing

If you are a resourceful, creative, ambitious, determined and internationally minded individual with a passion for marketing – and sports and entertainment marketing in particular – our minor programme Sport & Entertainment Marketing is for you! You will work with and learn from top (inter)national professionals from the industry, as well as your fellow students.  

Admission

There are no formal admission requirements, but you are expected to have attained English CEFR level B2 and a foundation of introductory course(s) in Marketing Management. We expect a background or strong interest in Sport and/or Entertainment Business.   

The Examination Board determines which minors do not have a higher professional education level and/or have an unacceptable overlap with the compulsory curriculum of your own study programme. Check at the page Not allowed minor courses under your institute which minors are not allowed. This page will be updated from 29 February 2024 for the 2024-2025 minor offer. 

Content

Sport & Entertainment  is a global industry that is ever evolving. The industries ability to develop and adapt to new technologies, is driving consumer demand for sports, e-sports and entertainment (music and films) in live, virtual or hybrid formats. Sport and Entertainment Marketing is a subdivision of marketing which focuses both on the promotion of sports, events, games, music and films and the promotion of other products and services through sport and entertainment. During the minor semester the participants will learn about this innovative and dynamic industry and the integrated roles that event properties, marketing agencies and brand sponsors play. The participants will be actively working on real-life cases. Within these projects, they will apply the principles of Sport and Entertainment Marketing.   

This program prepares students for careers in the sports, entertainment and event marketing fields that span the private, non-profit and public sectors.   

Learning objectives

As a graduate, you will be prepared to reliably demonstrate the ability to: 

• Develop marketing strategies for properties associated with the international sports, e-sports and entertainment industries to enhance brand equity and differentiation;  
• Develop integrated business plan within the context of Sport and/or Entertainment Business where consumer oriented objectives, strategies and budgetary considerations are met; 
• Utilize international project management and team building skills in order to plan and implement targeted live, virtual or hybrid events; 
• Develop comprehensive Sponsorship and Experiential Marketing proposals with a brand activation strategy that provides value to the sponsor, event property and consumer; 
• Present Sport and Entertainment marketing strategies in order to communicate information persuasively and accurately in oral, written and digital formats; 
• Analyze event and sponsorship outcomes using market research insights, marketing metrics and pre-determined Key Performance Indicators (KPIs) to measure the success of the event and sponsoring; 
• Recommend current technologies that enhance the digital or live Sport and/or Entertainment experience for audiences; 
• The student develops personally and professionally by reflecting on and managing his own behavior in order to achieve set learning objectives. In addition, the student has a proactive, self-aware, intercultural mindset and an open attitude; 

Courses

The programme takes place during one semester and contains the following courses: 

Please note that the programme reflects a (logical) bundle of courses/subjects and should normally be followed as such. It is not possible to combine (two or more) programmes in one single period.  

Assessment

Literature

1. Events Management. G. Bowding, J. Allen, W. O’Toole, R. Harris, I. McDonnell 2. 
2. Up-to-date (research) papers from WARC (HU Library), video materials, guest lectures handouts, up-to-date articles and online links  
3.  How to Start a Start-up Video Course, Stanford: https://itunes.apple.com/us/podcast/how-tostart-a-startup/id922398209?mt=2  
4. Start Up Podcast, Gimlet, Brooklyn, United States: https://soundcloud.com/hearstartup 

Schedule

This minor programme takes place in both autumn and spring. The timetable and the teaching days are not yet known. Expect contact moments on 3 days a week, in addition you’ll work on assignments individually or in groups.  

With the exception of the first teaching period of the academic year (starting September), the lesson and test schedules are always posted on Mijn Rooster four weeks before the start of each teaching period. The schedule for the first teaching period of the academic year can be found on the site three weeks before the start. The most up-to-date schedule is always visible on Mijn Rooster. 

At HU, full-time education may be scheduled between 08:30 and 19:00.

Additional costs

For the course SEM in international perspective (international trip) you should expect an own contribution for travel and accommodation costs. Depending on the country and event we will visit this is around €400,-. Location and/programme are subject to change. There is an alternative assignment in case you cannot bear the costs, but you miss out on a great experience.