1. Should the Welch College of Business
Offer a Minor in Events Management
Lerae Ettienne, Johanna Lopez, Donna Moulton,
Leslie Taveras-Torres

2. Research Problem
 Sacred Heart University is considering new plans to improve the
experience within the Welch College of Business. Recently, the
Welch College of Business wanted to measure the potential of
offering an event marketing minor as a course at Sacred Heart
University and ultimately, decide if doing so would be beneficial to
the students and to the University.

3. Background Information
 Over the years, marketing has continued to evolve and there are now
more creative ways to provide information or generate awareness
about a certain idea, company, or product. With most consumers
today being “buyer-empowered”, it is important to be able to provide
more than your average sales pitch to influence them to make the
right purchasing decision.
 Event marketing serves as a large part of marketing altogether and is
beneficial because it helps to provide education about an idea,
generate leads, engage customers, and helps to establish a brand.
Currently at Sacred Heart University 56.9% of students are interested
in event management/marketing as a career and as a minor.

4. Summary of Qualitative Research
 Focus Group of 8 Students
 6 Females and 2 Males
 5 Freshman, 2 Sophomores, and 1 Junior
 Business majors in the group were interested in having Event Marketing
as a minor.
 Attractive to Potential Employers
 Competitive advantage compared to other students and employees
 Provide hands-on experience
 Perceived Minor to have difficult course load
* Minor will be of much importance in the coming years because of the
increase in demand for corporate and worldwide events. *

5. Quantitative Research Method
Sample Size For Qualtrics Survey:
 185 Students
 Females: 118
 Males: 67
29 29
16
67
41
0
20
40
60
80
Very
Uninterested
Somewhat
Uninterested
Neither
Interested nor
Uninterested
Somewhat
Interested
Extremely
Interested
Level of Interest in Event Marketing as
a Minor

6. Quantitative Research Method (cont.)
• We wanted to find on a scale of 1-5 our respondents level of agreement or disagreement on a
symmetric agree-disagree scale for a series of statements. In doing this the range captures the
intensity of their feelings for a given item.
• We then asked the respondents what they thought the perceived difficulty of the minor if it was
offered would potentially be, the perceived interest in Event management as a career, and then we
asked direct questions about the student's housing status, class year, and if they were a full time or
part time student to better develop our sample from the Sacred Heart University population.
• We chose to use a modified Likert scale because when analyzing our data we wanted to find out on
a scale of 1-5 our respondents level of agreement or disagreement on a symmetric agree-disagree
scale for a series of statements. In doing this the range captures the intensity of their feelings for a
given item.
• We dispersed our survey throughout the Sacred Heart University campus population though
methods such as email, and word of mouth. We also then had each group member post on social
media the link to the survey for other Sacred Heart University students to see so we could reach a
sufficient majority of the campus population to better gather conclusive results for our research.

7. Quantitative Research Method (cont.)

8. Hypothesis Tests
1. Seniors and juniors will be more likely to be interested in the
event management as a career than freshman and sophomores.
 ANOVA Test
 P-Value: .507
ANOVA
Based on the definition above, rate your level of interest in event
management/marketing as a career
Sum of Squares df Mean Square F Sig.
Between Groups 6.444 4 1.611 .832 .507
Within Groups 344.780 178 1.937
Total
351.224 182

9. Hypothesis Tests (cont.)
2. Females are more likely to be interested in the event
management as a career than males overall.
 Independent Samples T-Test
 P Value: .256 – not significant
Group Statistics
What is your
gender? N Mean
Std.
Deviation
Std. Error
Mean
Based on the definition
above, rate your level
of interest in event
management/marketing
as a career
Male 67 3.30 1.279 .156
Female
117 3.44 1.447 .134

10. Hypothesis Tests (cont.)
3. Females are more likely to be interested in event
management as a career and as a minor than males
overall.
 Independent Samples T-Test
 P-Value for Minor: .725 – not significant
 P-Value for Career: .256 – not significant
Group Statistics
What is your gender? N Mean Std. Deviation Std. Error Mean
Based on the definition
above, rate your level of
interest in event
management/marketing as a
minor
Male 66 3.18 1.323 .163
Female
115 3.45 1.428 .133
Based on the definition
above, rate your level of
interest in event
management/marketing as a
career
Male 67 3.30 1.279 .156
Female
117 3.44 1.447 .134

11. Hypothesis Tests (cont.)
4. Marketing majors compared to non-marketing majors will be more likely to be interested
in the event management minor
 Independent Samples T-Test
 Major is Marketing (Extremely Interested) Mean: .68
Levene's Test for Equality of
Variances t-test for Equality of Means
F Sig. t df Sig. (2-tailed) Mean Difference
Major is Marketing Equal variances assumed 8.500 .005 -4.809 68 .000 -.511
Equal variances not assumed -4.980 66.531 .000 -.511
Major is Sport Management Equal variances assumed .500 .482 .354 68 .725 .020
Equal variances not assumed .343 53.848 .733 .020
Major is Accounting Equal variances assumed .333 .566 -.287 68 .775 -.014
Equal variances not assumed -.295 65.586 .769 -.014
Major is Finance Equal variances assumed 13.765 .000 1.718 68 .090 .069
Equal variances not assumed 1.440 28.000 .161 .069
Major is Business Economics Equal variances assumed .333 .566 -.287 68 .775 -.014
Equal variances not assumed -.295 65.586 .769 -.014
Major is Management Equal variances assumed 21.900 .000 -2.006 68 .049 -.161
Equal variances not assumed -2.246 60.031 .028 -.161
Major is Other Equal variances assumed 15.530 .000 5.927 68 .000 .568
Equal variances not assumed 5.588 47.010 .000 .568

12. Hypothesis Tests (cont.)
5. Marketing majors compared to non-marketing majors will be the
most likely to be extremely interested in event management as a
career.
 Independent Samples T-Test
 Marketing Major P-Value: .702- not significant
Levene's Test for Equality of
Variances t-test for Equality of Means
F Sig. t df Sig. (2-tailed) Mean Difference
Major is Marketing Equal variances assumed .148 .702 -3.633 72 .001 -.401
Equal variances not assumed -3.612 58.712 .001 -.401
Major is Sport Management Equal variances assumed 39.724 .000 -2.470 72 .016 -.178
Equal variances not assumed -3.084 44.000 .004 -.178
Major is Accounting Equal variances assumed 5.774 .019 -1.146 72 .256 -.044
Equal variances not assumed -1.431 44.000 .160 -.044
Major is Finance Equal variances assumed 6.727 .011 1.250 72 .215 .034
Equal variances not assumed 1.000 28.000 .326 .034
Major is Business Economics Equal variances assumed .393 .533 .313 72 .755 .012
Equal variances not assumed .299 50.540 .766 .012
Major is Management Equal variances assumed 18.134 .000 -1.859 72 .067 -.143
Equal variances not assumed -2.133 67.538 .037 -.143
Major is Other Equal variances assumed 60.929 .000 6.362 72 .000 .554
Equal variances not assumed 5.590 37.535 .000 .554

13. Hypothesis Tests(cont.)
• Students are more interested in event marketing as a career than
a minor.
 Paired Samples T-Test
 P-Value: .738 – not significant
Paired Samples Test
Paired Differences
t df
Sig. (2-
tailed)Mean
Std.
Deviation
Std. Error
Mean
95% Confidence Interval of
the Difference
Lower Upper
Pair 1 Based on the definition
above, rate your level of
interest in event
management/marketing
as a career - Based on
the definition above,
rate your level of
interest in event
management/marketing
as a minor
.022 .885 .066 -.108 .151 .335 181 .738

14. Conclusions
• Due to our findings and research, we recommend that
Sacred Heart University make a few changes to their
academic catalogs. From the focus group we found that
adding more courses specific to students’ interest is
essential to the continual success of the Welch College of
Business. From the Qualtrics survey, we can conclude
that the majority of students would be interested in event
marketing as a minor. According to our data, 56.9% of
Sacred Heart University students are interested in having
the event marketing minor.