Diploma in Sport Event Management (Dip. Sport Event Man.) with Marketing & Online PR Modules via Online Distance Learning

Enrolment date: 28 April 2017

Benefiting from over 30 years’ experience, Fitzwilliam Institute’s online Diploma in Sport Event Management course features:

  • Comprehensive modules covering all aspects of sport event management: Event Management Planning, Coordinating Events, Corporate Event Planning, The Proposal Process, Conferences and Seminars, Trade Fairs & Exhibitions, Corporate Meetings, Incentives, Accommodation and Transport, etc. In addition, Public Relations and Setting up a Consultancy Modules are included in this course.
  • Interactive course expert support, advice and guidance from leading industry professionals. Always ready to help or answer any questions you might have throughout the course, all of Fitzwilliam Institute’s sport event management course experts are top industry professionals with many years of successful experience. Upon completion of this online diploma in sport event management all of our students are industry-ready.
  • Real life sport event management briefs. Fitzwilliam Institute’s Diploma in Sport Event Management empowers participants with practical and specific skills that can be applied in real world situations. You will gain exposure to invaluable sport event management toolkits and prepare a real life brief, enabling you to develop your work portfolio. The course project is aimed at providing you with the confidence and ability to take on and create sport event management strategies and proposals for any organisation.
  • Flexible online learning. Fitzwilliam Institute’s Diploma in Sport event management course can be completed in your own time, from the comfort of your own home, to suit your lifestyle. You will have full access to online resources and subject expert support for one calendar year. However, you can complete the course in as little as 4-6 months, by dedicating 6-8 hours of study per week.
  • Sport Event Management Jobs, Networking and Volunteer Opportunities. Benefiting from over 30 years of industry experience, we are extremely well placed within the industry. Employers are always looking for Fitzwilliam Institute’s sport event management students and alumni. Fitzwilliam Institute’s website features a comprehensive jobs and volunteer opportunities section.

The Role of the Event Manager

The Key role of the Event Manager in the Planning Team, Outlining Core Roles and Responsibilities, Team Dynamics, Task and Event Timelines, Maximising Staff and Physical Resources, Planning and Co-ordinating Team and Suppliers, Decision Making, Contingency Planning.

Event Management Planning

Managing Event Planning Schedules; Feasibility Studies, Identifying Event Goals and Listing Objectives, Event Organisational Charts, Duty Rosters, Record Keeping Mechanisms, Recruitment, Reviewing Event Contracts and Agreements, Troubleshooting Event Co-ordination, Creation and Presentation of Proposals to Clients.

Coordinating Events

Developing Creative Elements, Scheduling Entertainment, Site Planning and Inspection, Analysis and Management of the Registration and Admission Process, Providing Adequate Event Security, Planning Event Protocol Requirements, Coordinating Event Speakers with additional Entertainment for maximum effect, Identifying Appropriate Food and Beverage Menus, Event Contingency Planning.

Overview of Sports Events

Define Sports Events, Traditional Sport Events, Niche Sport Events, The Benefits of Sport Event Management, Designing the Sports Event, Developing key objectives of the Sports Event, The Sports Event Industry, Importance of Sports Events, Scale of the Industry, Structures, Participants, Staging Sporting Events Challenges & Opportunities.

Types of Sports Events

The Type of Sport and the Audience - Live or Television, Community / Local Sport Events, Elite level Sport Events, International Sports Events, Public and Private Sports Events, Outdoor versus Indoor Sports Events, One-off Sport Events, On-going Sport Events.

Feasibility and Budgeting for Sports Events

Is the Event Feasible? Physical Resources required and available for the Sports Event, Considering the local community and infrastructure to stage the event, Timing of Sports Events, Competitor Analysis, Budget Categories - Operational, Venue, Promotion, Talent/Athletes, Identify Cost and Revenue Streams.

Planning Sports Events

Objectives of the Event, Scope of Objectives, Interest Groups and Stakeholders, The Event Planning Process, Staged Process, Facilities & Equipment, Catering, Transport of staff, athletes & spectators to and from the Sports Event, Security, The Sports Event Program, Results, Awards & Trophies / Medals, Volunteers.

Sports Events Bidding Processes

The Bid Process, Olympic Games Bidding Process, The World Cup Bidding Process, Key Bid criteria, Winning Strategies, Learning from a losing Bid, Organisation Committees, Opening and Closing Ceremonies.

Event Sponsorship

Determining Potential Sponsorship Market based on the Event Type, Time, Location, Assessing Selling Points of the Event, Determining Sponsorship Fulfilment Responsibilities, Research and Set Sponsorship Pricing based on Market Factors and Event Exposure.

Sports Event Sponsorship

History of Sports Sponsorship, Sponsorship Packages & Programmes, The Strategic Sponsorship process, Aligning Organisational goals between the Sponsor and the Sponsee, Ethical and Moral Considerations, When things go wrong - Managing the Relationship with the Sponsor, Event Extensions, Ongoing Sponsorship Deals, Value Adding Sponsorship and Endorsements, Sponsorship Agreements, Negotiating Licensing Agreements.

Broadcasting & Communication for Sports Events

The Importance of Broadcasting and Media for Sports Events, Merchandise and Branding the Sports Spectator, Importance of Attendance at the Sport Event, Marketing Communications, The Communication Toolkit, Personal Media, Public Relations for Sports Events, Interactive Media, Mass Media, Publicity & Press Releases.

Sports Event Measurement and Evaluation

The Evaluation Process, Pre-Event Research, Evaluation during the Event, Pos-Event evaluation, Types and Ways of Reporting Evaluation of Success of the Sports Event, Key Success Criteria.

Impact & Legacy of Sports Events

Facilities, Sports Development, Political and Cultural Development, Environmental & Economic Development, Long-term impact on Tourism, Land impact & regeneration, Critical Socio-Economic Assessments, Greening Events, Leveraging Community Tourism using Sports Events, Social & Cultural Impacts of Sporting Events, Legacy of Sports Events.

An Overview of Event Risk Management

Budgeting, Forecasting Expenditure, Compiling and Understanding Event Contracts, Managing Health and Safety, Event Risk Assessment, Copyright and Trademark Considerations, Event Ethical Practice.

Marketing Event Principles

Needs and Motivations of Event Customers, The Market Research Process, Effectively Collect and Analyse Market Data, Reporting the findings to the Team and Client, Elements of the Marketing Mix (Product, Price, Promotion and Place), The Pricing Process and How to Establish a Pricing Plan for your Market, Target Marketing Channels, Promote and Develop a Website and Direct Marketing Strategy.

Marketing the Event

Planning the Event Proposal Strategy, Preparing the Event Proposal, Sending Invitations, Budgeting and Buying Advertising, Publicising the Event, Organising Contests, Merchandising, Packaging and Sales Promotion, Formulating a Public Relations Strategy, Conducting Market Research, Methods of Measuring Marketing Activity.

Marketing Sports Events

Marketing Planning, Event / Organisational Goals & Objectives, Internal & External Analysis, Market Segmentation and Target Audience, Developing the Marketing Strategy and Strategic Marketing Plan, Image, Logo, Brand & Nation - Destination Marketing, Ambush Marketing.

Public Relations

Sponsorship, Internal PR functions, Corporate Image, Press and Broadcast Media Relations, Client Relationships, Internal PR, Commissioning and Briefing Photographers, Supplying Material to the Press/Getting Material onto TV and Radio, Organising Seminars, Exhibitions and Conferences, Audio/Visual Aids, Writing Skills (Press Releases, Writing Feature Articles for the Press, In-house Journals and Newsletters), Crisis Management, Corporate Advertising, Brochures and Printing.


The Social Media Landscape

Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet , New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.

The Internet as a Media

Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.

Public Relations and Search Engine Optimisation

PR tactics, Optimising your Campaign, the Google Factor, SEO Tactics, SEO Guidelines, Factors influencing SEO, on-page and off-page SEO, CMS, Link Building. Link Building guidelines.

Social Media and PR Strategy

Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.

Online Influences on Present PR Practices

Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility.

Presentation Skills

Preparation and Research, Speech Content, Subject Matter and Objectives, Speech Delivery and Variety, Body Language, Eye Contact, etc., Presentation Aids e.g. Visuals, etc., Management of Locations and Audiences, Presentation Structure.

On successful completion of this course you will receive a Diploma level qualification that is certified and awarded by the ICM (Institute of Commercial Management)

The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today. Fitzwilliam Institute have developed and provided practical skills training courses in liaison with the Institute of Commercial Management qualifications and certifications framework for over 25 years. The Institute of Commercial Management certifications and continual professional development training awards are recognised throughout Europe, the USA, Canada, Australia, South Africa and Asia in a total of 140 countries, by leading industries, bodies and professions.

next start date: 28th April 2017

Duration: You will have full access to online resources and subject expert support for one calendar year. However, you can complete the course in as little as 4 - 6 months, by dedicating 6-8 hours of study per week.

Course Fees: 995.00 EUR

To secure your place on the course the full fee is required. All fees must be paid in full before the course begins. Please note, the full course fees are inclusive of all course materials and certification costs.

Enrolment intake is strictly limited on this course. Early application is advised. Places are allocated on a first come first served basis.

Fitzwilliam Institute closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute BGLS Ltd.

Year on year, we have the pleasure of training students from top Ireland and international companies. See where our most recent students come from and find out what they have to say.