Formazione continuaLifelong Learning


Live Sports Entertainment Events Management
Executive & Continuing Education
Area tematica:
Economia, management e imprenditorialità; Banca, finanza e assicurazioni
Settore professionale:
Industrie creative, entertainment; Consulenza, revisione contabile; Imprese, organizzazioni; Terzo settore; Turismo

Where: Milan and online

Da: 18/10/2024
A: 13/12/2024

Scadenza iscrizioni: 30/09/2024

The business of entertainment and experiences has undergone a profound transformation in recent years. Audiences don’t simply attend events to passively observe anymore: today, they crave immersive and engaging encounters that transcend the boundaries of traditional entertainment. The modern consumer seeks to be fully immersed in a world of wonder, surprise, and delight.

The evolution of the Leisure Economy and the transformation of live events brought about new business models that reflect the changing habits of those who live in this new, global society. The sector has experienced significant changes in both technology and creativity; thus, it is easy to understand that these activities require new, high level and specific forms of managerial expertise.

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  • Young professionals who are aspiring to a career in sports-show industries;
  • Career-changing professionals who want to transition to Live Sports and Entertainment Management;
  • Students in university graduate and/or post-graduate programs interested in topics related to the Sports & Entertainment Business;
  • Ph.D. students and researchers working on all subjects linked to Sports & Entertainment Management, with particular reference to Show Business Management;
  • Sports clubs and entertainment companies’ managers interested in deepening their knowledge of the topics related to the management of the venues (i.e. stadia, theatres, arenas, etc.);
  • Companies interested in boosting their brand visibility by collaborating with sports clubs or entertainment firms on sponsoring, advertising, and carrying out public relations activities related to making the most of live shows and events;

The LiveBiz - Live Sport & Entertainment Events Management - program is dedicated to anyone interested in the Sports and Entertainment Industries, and in particular to all issues and challenges related to managing Live Events.

The live events industry plays a significant role in society, economically, socially and psychologically. The industry worth is several billion euros to every one of the largest world economies each year. In addition, attending mass gatherings is associated with positive emotions and can contribute to mental health and wellbeing. Events create opportunities for people to connect with an area, offer a unique form of tourist attraction, ranging in scale from small community festivals, through to concerts attracting a global audience, and on to the largest of global sporting events. Most importantly, events create a sense of fun and vibrancy, resulting in a strong sense of community connectivity, pride and a sense of place.



This program is designed to equip participants with the essential skills and knowledge required to effectively plan, organize, and manage successful live events across various entertainment sectors. By recognizing the shared characteristics between live event management in performing arts and other entertainment domains, we aim to extract best practices and innovations that can be seamlessly applied across different sectors.

Taught by leading experts in the field, LiveBiz offers a combination of theoretical and practical learning experiences, with a focus on real-world case studies and interactive workshops. Participants will gain a deep understanding of the essential elements of event planning, marketing, budgeting, logistics, and risk management, as well as the critical skills needed to lead and manage diverse teams.


The cycle of lessons is divided into 6 Teaching Units (TU):
The Teaching Units are composed of:

  • Face-to-face lessons, delivered both in-person and/or via streaming
  • Online conversational classes
  • Audiovisual content to be accessed asynchronously

TU1: Design and Creation of Events
TU2: Venue and Operations
TU3: Music and Concerts
TU4: Food, Hospitality and Customer Experience
TU5: Sport and Automotive
TU6: Promotion and Assessment

Where and When
In Milan and online, via streaming
Also available on-demand.

Start: October 18th, 2024
End: December 13th, 2024

Lessons (CET Time zone):

  • Friday, October 18th, 2024: 13:00 – 19:30
  • Friday, October 25th, 2024: 16:00 – 19:30
  • Friday, November 15th, 2024: 16:00 – 19:30
  • Friday, November 22nd, 2024: 16:00 – 19:30
  • Friday, November 29th, 2024: 16:00 – 19:30
  • Friday, December 6th, 2024: 16:00 – 19:30
  • Friday, December 13th, 2024: 18:00 – 19:30 (Award Ceremony)

Program formulas:

In-Presence or Streaming
The course comprises around 20 hours of content, to be delivered either in-person, at the UCSC campus in Milan, or via streaming. The course is structured as follows:
• 1 face-to-face class per week, which can be delivered either on campus (in-person), or remotely.
• Online lectures and conversations will be offered via streaming to participants to provide them with a more thorough and deeper understanding of the content of each teaching unit.
• On-demand audiovisual materials will be offered and made available to integrate the existing knowledge with new resources and additional food for thought.

This version of the program is usable in a fully asynchronous mode, accessible once the in-person program has been completed. This formula includes:
• The entirety of the recorded educational content of the program (approximately 25 hours total)

Faculty Members

  • Alessandro Baroncelli – Università Cattolica del Sacro Cuore
  • Alessandro Siviero - Università Cattolica del Sacro Cuore
  • Nicoletta Mantovani - Luciano Pavarotti Foundation
  • Marco Balich - Balich Worldwide Shows
  • Luca Montebugnoli - Vivaticket Group

Our faculty comprises university professors, professionals, managers and entrepreneurs who not only bring valuable skills and opportunities for reflection, but also professional opportunities for the participants.

(*) Faculty composition is constantly evolving and may be subject to change


Online registration by 9th October 2024 (11.30 pm), deadline to also be considered for payment of the fee.
To participate go to the online registration page (we recommend using Google Crome)


Payment can be made by:

  • Credit card (directly in the online procedure)
  • Bank transfer payable to: Università Cattolica del Sacro Cuore, Intesa Sanpaolo; IBAN IT07W0306903390211610000191; please mind signing in the reference: PARTICIPANT'S NAME + course title. Send a copy of the payment to:


  • 1.400,00 euro (TAX included) Full registration in-person or live streaming participation
  • 1.146,80 euro (TAX included) Alumni registered at premium UC services for in-person or live streaming participation

The payment invoice will be sent by email directly from our administration office.


Luciano Pavarotti Foundation

Info e Contatti

For further information

Lifelong Learning office
Università Cattolica del Sacro Cuore
E-mail: - Tel. +39 02 7234 5701/5834