Game Day Management & Marketing (EGMM) 644

Game Day Management & Marketing

HCKY 644

Delivery Mode: Paced

Credits: 3

Prerequisites: None

Faculty: Faculty of Business

Program: Certified Hockey Professional Designation

Manager: Michael Mauws

Course Overview

This course examines the opportunities and challenges associated with the successful production of live hockey games. More so than in other sports, the majority of a hockey franchise’s revenues derives from home games. With a limited number of home games, it is essential that the game day operations and long-term revenue potential of each game be maximized. In this course, every facet of game day operations is viewed through the lens of the franchise’s strategic objectives and, more specifically, in relation to the market segments the franchise is targeting and the types of experiences they desire. Topics covered include project management, advertising and promotion, concessions, pricing strategies and tactics, human resource management (including volunteer management), and facilities management. Attention is also given to promotional and technological innovations (e.g., social media, live streaming) impacting spectators’ and viewers’ game day experiences.

Course Objectives

By the end of this course, students should be able to do the following:

  • understand the specific roles and responsibilities of the organizational subunits as they relate to game dayoperations
  • demonstrate knowledge of the sales function and apply effective strategies as they relate to game day marketingand management
  • demonstrate a high level of knowledge of current innovative technologies as they pertain to the enhancement ofgame day marketing and management activities
  • apply event-/project-management principles to augment game day operations
  • coordinate the various aspects of game day operations and understand how each of these can be viewed as asubproject of the master project for game day operations
  • run and integrate various aspects of game day operations as subprojects
  • design overall integrated communications objectives for optimal game day management
  • maximize the variety of communications tools available for optimal game day management
  • understand the importance of delivering on the brand promise to all stakeholders, including fans and corporatepartners
  • develop and integrate optimal collaborative strategies with relevant media
  • maximize facility attributes to optimize the game day experience
  • collect, analyze, and evaluate game day information to optimize game day effectiveness

Course Materials

No textbook is used for this course. Readings and weekly videos are provided in the Digital Reading Room.

Course Outline

The course is divided into eight parts, as follows:

Week Topic
1 Introduction and Overview: Game Day Management and Marketing
2 Special Event Production and Management
3 Advancements in Facility Design
4 Ticketing Operations and Innovations
5 Fan Engagement Technologies and Fan Loyalty
6 Sponsorship Innovations
7 Principles of Negotiation
8 Risk Management

Course Evaluation

To receive a passing grade in this course, students must meet these minimum standards:

  • earn an average of 60 percent on the participation component (i.e., 24 out of the 40 marks available for participation in the Discussions)
  • earn an average of 60 percent on the Sports Technology Research Assignment (i.e., 12 out of 20 marks)
  • earn at least 60 percent on the Final Assignment (i.e., 24 out of 40 marks)

Marks for this course will be distributed as follows:

Activity Weighting
Participation in the Discussion Application 40%
Sports Technology Research Assignment 20%
Final Assignment 40%

Athabasca University reserves the right to amend course outlines occasionally and without notice. Courses offered by other delivery methods may vary from their individualized-study counterparts.