Program Overview
This interactive course explores how memorable consumer experiences are created in the live events industry. Participants will learn the fundamentals of event management and examine how organizations use live experiences to engage audiences, strengthen brands, and create meaningful connections with fans and consumers.
Through real-world case studies, guest speakers from the industry, venue visits, group discussions, and hands-on activities, participants will move beyond theory and see live event planning, execution and management in action. Working collaboratively, participants will apply what they learn to develop a consumer experience surrounding live events and present their ideas to industry executives.
Format
15 WEEKS with In-Person Sessions / VENUE VISITS / CAPSTONE PROJECT
Credential
Non-Credit Gateway Certificate from the University of Michigan
Date
Launching in Winter 2026
What You’ll Walk Away With
- Recognize the characteristics of impactful live events.
- Gain a realistic understanding of the live events industry.
- Build hands-on, work-ready skills through a capstone project planning a real event.
- Understand the real challenges of creating impactful events.
- Analyze and report the metrics that determine an event's effectiveness and impact.
- Develop professional readiness and leadership skills.
- Study and discuss events across a range of venue types.
- Get exposure to a variety of live event career pathways.
FIVE MODULES
Each 3-week module builds on the last, moving from foundations to hands-on venue work to leading a team on event day. This is a 15-week program with in-person classes and asynchronous work.
Learning Objectives
1: Event management overview
What event management is, how the industry evolved, and the major event types — plus first meetings to form capstone project groups.
2: Event planning and logistics
Setting objectives with clients, project management checklists, budget creation and cost control, and venue selection — including Michigan-specific legal considerations.
3: Indoor venues and on-site operations
Small, medium, and large indoor venues, their differences and terminology, plus on-site operations: entry and exit, security, VIP areas, staffing, and technology.
4: Outdoor venues and on-site operations
Outdoor venues across Detroit, Oakland, and Macomb counties — weather and safety considerations, and real-time problem-solving in the field.
5: Event leadership
Leadership and communication, delegating duties, day-of execution and troubleshooting, post-event evaluation, and capstone presentations to industry executives.
Meet The Instructor
CLINICAL ASSISTANT PROFESSOR, SPORT MANAGEMENT
Ron Wade teaches sport management at the University of Michigan School of Kinesiology. Before joining U-M, he served as director of marketing for the Detroit Tigers. He earned his Master of Arts in sports administration at Wayne State University.
His work centers on the business side of sport — marketing, ticket sales, sponsorship, experiential marketing, and fan engagement — along with how storytelling and digital strategy shape brand loyalty and the athlete, team, and event experience. He's also active in research on Olympic and Paralympic sport development and global growth of the industry.
Acknowledgements
Alonso Delarte
Amanda Hardy
Amani Masada
Angel Mills
Arianna Griffin
Bethany Howard
Briaca Duesette
Brian Fisher
Brent Smith
Cameron Simpson
Cece Nash
Chloe White
Christina Potts
Craig Regester
Crystal Lewis
Dichondra Johnson
Erica Johnson
Eriyon Adams
Evan Green
Frank McGhee
Hussian Fry
Isaac Douglas
J Ann
Jamal Williams
Jessica Ramirez
Joyce A Driver
Justin Smith
Katie Alexander
Kelli Clark
Kevin Taylor
Kirk Oliver
Lakreta Morris
Marletta Boyd II
Matt Firsten
Mena Davis
Nicole Houin
Renard Wilson
Ric Preuss
Richard McCall
Robert Nash
Ron J Stefanski
Scott Wallace Smith
Therese White
Tinetta Wilson
Trayce Brooks
Vincent Fulton
William Moore