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The course will be taught in English as this minor is open for exchange students and/or students from foreign educational institutes.
This means that your tutors will speak English only, that all​ study materials are offered in English only and that the language spoken during classes and group​ contact moments (eg. Excursions, master classes et cetera) is English.
It also means that you are​ required to speak English to your fellow students, even if you and them are Dutch.​ Level B2 English is required. To improve your English we offer English language support during the first part of the semester.

For more information:

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  • For minors starting in September, after the registration period in March, a draw takes place in April if there are at that time more subscribers than available places.
  • For minors starting in February, after the registration period in October, a draw takes place in November if there are at that time more subscribers than available places.

For the minors with places still available applies until the closing of the subscription period: Once a minor is full, it is closed!

In addition, if the number of subscribers after four weeks is below the norm; this minor may possibly be withdrawn. So if you are interested, sign up immediately!

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A good overview of the HAN minors can be found in the minors app! The app is accessible via: http://www.minoren-han.nl/

Creating an ultimate experience and engagement of visitors and participants in this experience is the future for Sports events and E-Sports. Are you curious about how you create that experience? How you create (online) value propositions for distinctive sporting events and  put them on the market with active strategic (online) sports marketing? Are you interested in E-Sports, Gaming & Gamification?
Then follow the Minor Sport Event Marketing at HAN University of Applied Sciences or Hogeschool van Arnhem en Nijmegen.

Sports events are fun for visitors and participants, but are also important for our society. To make (E-) Sports events a success, it is important that online marketing strategies focus on value creation and co-creation. Sports marketing agencies and event management agencies are increasingly exploiting sporting events and E-sports on a commercial basis. In addition, (E-) Sports events are a means to achieve goals such as product branding, regional and city marketing, sports participation, innovation, health, tourism and social or economic impact. That is why the development of strong sports brands and adventurous (E-) Sports events are central to this minor. A great experience attracts more visitors and participants, which stimulates tourism, which is good for business and the economy.

This minor contains three central themes: (1) Developing distinctive Sports Event Concepts, (2) (digital) Strategic Marketing Planning and (3) E-Sports, Gaming & Gamification.
Topics in theme 1 include: Concept development, storytelling experience economy and business models. You create an attractive BidBook for a (new) sporting event with a strong business concept. In theme 2 you will work with fanbase marketing and growth hacking, for the targeted use of strategic (digital) marketing for a sporting event, athlete or sports organization. With a strategic content marketing campaign you help customers achieve their commercial and social goals. In theme 3 you will learn about trends in sporting events, marketing and E-sports. You develop a vision of the future about E-sports, Gaming and Gamification in an E-Sports vision paper. Globally, it is about working in a distinctive and future-oriented way, creating social impact and added value for participants, athletes and visitors of sporting events, but also for stakeholders such as the sponsors and partners of the host city.

What does the minor Sport Event Marketing offer you?
We visit a number of sporting events and analyze the experience/sensations, marketing and E-Sports possibilities. With your fellow students you will develop a distinctive sporting event concept, work on a business model for your stakeholders and analyze how the sporting event could attract more visitors, spectators or participants, including from abroad. You apply marketing tools and develop skills in using marketing campaigns and measuring their effectiveness. You will also learn about E-Sports business, Gaming & Gamification.

In addition to the regular classes from our experienced faculty memebers, marketing and event professionals will provide guest lectures and master classes. You conduct research into the social or economic impact of an existing sporting event and make recommendations to the organizer about the positioning and (online) marketing of the (E-) Sports event.

During the minor we look at all aspects of the experience at sports events and E-Sports and you learn how to use sport event marketing principles for different stakeholders.

Competencies and topics

  • How to make a sports event or E-sports event a real and unique experience?
  • How do you attract more visitors and participants to (E-)sports events with online sports marketing?
  • How do you use social media from a marketing perspective?
  • How do you measure the effectiveness of online marketing campaigns?
  • How to create a successful business model for a sports event or E-sports Business?
  • What can growth-hacking do for your business?
  • What are (online) marketing strategies for sports events and E-sports Business??
  • What are the leisure and tourism aspects of regional and city marketing?
  • What is the social and economic impact of sports events?
  • What is the value and future of E-Sports, Gaming & Gamification
  • How to apply E-Sports, Gaming & Gamification in sports and sports-events?
  • Register for this minor exchange course if you are interested in (E-) sport marketing, sport economics, branding of sports, tourism and leisure industry and are interested in the commercial aspects of (E-)sports events or other events or sports festivals.
  • The course is especially recommended for students who are studying sports, sports sciences and health, economics, commerce, international business and/or (event)marketing.

Requirements for application

  • The student must be in possession of a completed propaedeutic year, propaedeutic year certificate
  • English Level B2 is required
  • This minor has no further specific entry requirements
  • Familiarity with basic knowledge of Excel, (E)marketing and event management is assumed
  • There is room for a maximum of 8 external (exchange) students

Examination of this minor is organized through a combination of:

  • Individual written theory exam with Casus example and a variation of Multiple Choice and open questions exam for Event Theory and for E-Sports, Gaming & Gamification.
  • Individual & joint professional products and Client presentation related to (online) strategic sport event marketing campaign.
  • The development of a professional BidBook and Business Model Canvas.
  • An individual Vision paper on E-Sports, Gaming & Gamification.

Although English may not be your native speech, Dutch students are required to hand-in professional​ GROUP products in English. However, we offer Dutch students the possibility to hand-in their INDIVIDUAL products in Dutch or in English. The written exams are in English.

You have three or four days of classes in the HAN Sports & Exercise facilities on Papendal Arnhem or Gymnasion Nijmegen, depending on classroom availability and number of students participating. We try to plan classes as compactly as possible. Within the schedule, time for working in a group context is provided. Next to classroom sessions some classes will be provided online if suitable.

Time for contact with professionals from the (E-) Sport Event & Marketing Industry and practical assignments should be added to the classroom time and is considered to be planned outside class hours.

Field trips, excursions and study trips can be planned outside these class hours and/or class days. Due Event visits may take place in weekends and/or evening hours.

Class locations

Papendallaan 51
6816 VD Arnhem.

Heyendaalseweg 141
6525 AJ Nijmegen.

Class and work settings

  • Lectures (online and offline)
  • Tutor and work groups
  • Project education on location
  • Field trips, excursions
  • Study trip (domestic and/or abroad)

You will read and learn from a number of books and articles about experience economy, sports event marketing and business models, theory about sports and economics, innovation and event concept development. In addition, English-language (scientific) articles about strategic sports marketing, event marketing, digital marketing and experience are used.

Used & recommended literature

  • Osterwalder, A., Pigneur Y., (2014) The Business Model Canvas. Strategyzer AG, Zwitserland.
  • Brown, M, Ellis, S. (2017) Hacking Growth, How Today's Fastest-Growing Companies Drive Breakout Success, Ebury Publishing, United Kingdom. ISBN 9780753545379.
  • Consumer Behavior, International Edition, 6th Edition, Wayne D. Hoyer.
  • Event Management in Leisure and Tourism, David C. Watt, 1998, Addison, Wesley, Longman, Harow, Essex England. ISBN : 0582357063.
  • Higham, J and Hinch, T (2009) Sport and Tourism, Globalization, Mobility and Identity. ISBN 9780750686105 Butterworth-Heinemann, Elsevier, Oxford, United Kingdom.
  • A number of (digital) (E-) Sports marketing and Event Industry publications and articles.
  • A number of E-Sports, Gaming & Gamification publications and articles.

You should reserve 150 to 300 euro for a possible study trip or excursion abroad, event visits and other outside classroom activities, including activities with international students and or E-Sports festivities.

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