Sport & Entertainment Marketing

For whom

If you are a resourceful, creative, ambitious, determined and internationally minded individual with a passion for marketing – and sports 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.

Entry requirements

There are no formal entry 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.


Sport & Entertainment Marketing (SEM) 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. You will be actively working on real cases provided by the industry. In these projects, you can apply your theoretical knowledge, provided by our lecturers and guest lecturers, all with a background in the sports and entertainment industry.

This year, for example, our students are actively involved in the organisation of the KLM Curaçao Marathon for their International Exchange Project (termA/B). As a part of the project, most of them will travel to Curaçao to actively participate in the organisation of this event.

Learning objectives

  • The student will learn to work in different project groups.
  • The student masters basic and in-depth knowledge of entertainment, sports marketing, communication, media and marketing tools.
  • The student can apply their knowledge about sports marketing in the professional practice.
  • The student can present their findings, e.g. (customer) analysis and the resulting conclusions, in a professional manner.
  • The student can create and present an operational (sport) marketing (communication) plan.
  • The student can describe their knowledge, findings and experiences in a report, whereby all requirements regarding proper reporting are met.


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

Course title ECTS
Event Management 5
Entertainment Marketing 5
Sports Marketing 5
SEM in International Perspective (international exchange trip) 5
Project 10

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.

Project SEM
An important part of the Minor is Project SEM. This project is comprehensive and complementary to the other courses offered in the Minor. During Project SEM you are expected to implement the acquired theoretical knowledge to the professional practice.


Course title Assessment
Event Management
  • Report: 80%
  • Presentation: 20%
Entertainment Marketing
  • Report: 80%
  • Presentation: 20%
Sports Marketing
  • Individual reflection report: 50%
  • Group assignment – report & pitch: 50%
SEM in International Perspective Reflection Report or Alternative Assignment: 100%
Project Individual Portfolio: 100%


1.  Events Management. G. Bowding, J. Allen, W. O’Toole, R. Harris, I. McDonnell
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:
4.  Start Up Podcast, Gimlet, Brooklyn, United States:


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.

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 €750,-. There is an alternative assignment in case you cannot bear the costs, but you miss out on a great experience.