Festival and event management

Our course is offered online over a six-week period. Each week focuses on an essential part of festival and event management. Professionals with expertise and experience in the field teach each section of the course.

At the end of this course, participants will be able to:

• Create and execute marketing strategies that highlight what makes an event unique and enhance the image of the event.
• Identify and position an event with a targeted audience.
• Maximize revenue and economic impact through effective management and sponsorship.
• Boost the recruitment, management, and retention of staff and volunteers.
• Show an increased understanding of best practices of festival and event professionals and apply them in real-world situations.

Course participants can apply for a certificate of completion by actively participating in the course, completing all assignments and submitting a critical analysis paper at the end of the course. The paper must apply what they have learned to a festival or event of their choice.

Timely Topic classes are a one-week deep dive into current trends or emerging issues for festivals. It can be taken in combination with the full course or on its own.

Our current topic is sponsorship for festivals and events. You will learn how to:

• Identify partners
• Create sponsorship packages and tailored outreach
• Develop strategies for sponsorship renewal

You will also have an opportunity to hear from expert practitioners, and create your own sponsorship program for an event.

About the instructor

Jennifer Hawkins is a University of Minnesota Extension educator with the Center for
Community Vitality. Jennifer has over 15 years of experience in education, community and economic development. Immediately prior to joining Extension, Jennifer worked at the Carlson School of Management's Carlson Global Institute as the Director of Strategic Initiatives and the Global Business Practicum program. In that capacity, she managed external relations and engagement, collaborating with firms across the world to create
programs that offered all partners reciprocal benefit. She has an undergraduate degree from Hamline University and a graduate degree from the University of Minnesota in Public Policy and Business Administration.

Students completing the full course can earn up to six CEUs (continuing education credits). Students completing only the Timely Topic part of the course are eligible to earn up to one CEU.