A 15-week course from the University of Michigan Center for Innovation in Detroit.
Program Description: Explore the strategy and creativity behind memorable fan experiences in the professional sports industry! This course examines the theories, concepts, techniques, benefits, and challenges of experiential marketing through real-world case studies, guest lectures from industry executives, venue visits, and hands-on activities related to live sporting events.
Learners will participate in lectures, field trips, case analyses, group discussions, individual and team exercises, and written assessments while building their written and oral communication skills. A key highlight of the course is a collaborative team project in which learners develop and present a consumer experience plan for a sporting event to executives in the live events industry.
Program Details:
Format: In-person at U-M Detroit Center, 3663 Woodward Ave, Detroit, MI 48201
Begins: Saturdays, January 30-May 15
Time: 9:00 a.m. – 2:00 p.m.
Duration:15 weeks
Price: $1250, which includes the $200 deposit
This payment is for the $200 deposit. You will receive a request for payment for the remaining balance by January 8, 2027. Payment plans will also be made available at that time.