Sports, Entertainment & Event Marketing (SEM)

About the Program

The global sports, entertainment and events industry is a multibillion-dollar sector that is dynamically evolving. As audiences seek more engaging and immersive experiences, demand for live and virtual events is driving innovation across the industry. At the same time, brand sponsorships and experiential marketing are transforming how people connect with events and entertainment.

This eight-month graduate certificate program offers a comprehensive introduction to this dynamic field. You’ll explore the interconnected roles of event properties, marketing agencies and brand sponsors, and learn how to apply strategic marketing and brand management principles to create impactful event experiences and experiential marketing campaigns.

The program also builds your expertise in project management, revenue generation, sponsorship strategy and event analytics—skills that are essential to drive success in today’s competitive marketplace. Whether you’re looking to work in the private, public or non-profit sector, this program prepares you for a wide range of careers in sports, entertainment and event marketing.

Credential Awarded

Ontario College Graduate Certificate

Duration

2 Semesters (8 Months)

Starts

January, September

Program and Course Delivery

This program is offered in Seneca's flexible delivery format, with some courses delivered online. For courses offered in the flexible delivery format, professors use innovative learning spaces and technology to teach students in a classroom or lab and broadcast in real time to students attending remotely. In flexible courses, students have the choice of coming on campus or learning online.

Skills

Throughout this program you will learn how to:

Design and implement marketing plans for sports, esports and entertainment events that build brand value and audience engagement
Incorporate inclusive practices that promote accessibility, equity, and diversity to enhance audience reach and social impact in events
Create compelling sponsorship proposals and brand activations that deliver measurable value
Utilize project management and team building skills to plan and implement live, virtual and hybrid events
Develop content marketing campaigns that engage and grow audiences across various digital and social platforms
Use data, research and marketing metrics to evaluate event performance and enhance audience experiences

Work Experience

Optional Work Term

This program offers the option to complete a work term, providing valuable hands-on experience in your field of study.

Students who select the work term stream will have the opportunity to participate in a work term(s) if eligibility requirements are maintained. Students will have the flexibility to transfer to the non-work term stream at any time. The work term(s) is similar in length to an academic semester and is typically a full-time position that may be paid or unpaid. The work term job search is student-driven and participation in the work term stream does not guarantee that a work position will be secured. However, students will receive guidance and support through in-class career workshops and one-on-one coaching to help prepare for the work term.

Review eligibility requirements for work-integrated learning

Students interested in completing a work term should apply to the Sports, Entertainment & Event Marketing (Work Term) (SEMC) program.

Your Career

Graduates of the program can explore the following career options:

sponsorship marketing
sports marketing
entertainment marketing
event and experiential marketing
digital and content marketing
brand management
marketing management

Professional Certification

This program is recognized by the Canadian Marketing Association (CMA) as an accelerated pathway toward the Chartered Marketer (CM) designation.

Affiliations/Associations

American Marketing Association
Canadian Marketing Association
Sponsorship Marketing Council Canada
The Toronto Blue Jays Baseball Club
The T1 Agency
LiveGuage – Live Event ROI

Our Seneca Agency

Seneca’s student-run agency, Studio 67, gives students the opportunity to put theory into practice by working directly with clients on marketing and media projects. You will apply the concepts learned in your courses to design, pitch and execute strategies with real organizations. With this hands-on experience in your repertoire and on your resumé, you will graduate industry ready.

Discover Studio 67

Program of Study

Course List
Course Code	Course Name	Weekly Hours
Semester 1
EMK110	Esports Experience and Culture of Gaming	4
SEM115	Event Marketing Strategy	4
SEM120	Sports Marketing	4
SEM135	Event Project Management	4
SEM145	Event Financial Management	4
SEM175	Event Digital Marketing Strategy	3
Semester 2
SEM201	Entertainment Marketing	4
SEM235	Digital Media Applications	4
SEM245	Brand Activation and Experiential Marketing	4
SEM255	Sponsorship Strategy	4
SEM285	Event Analytics	3
SEM295	Consumer Behavior and The Event Experience	4
WTP100	Work Term Preparation ^*	1
Work-Integrated Learning Term
SEM441	Event Marketing - Sports, Entertainment, Arts, Work Term ^*	30

*: Work-Integrated Learning option only

Program Learning Outcomes

This Seneca program has been validated by the Credential Validation Service as an Ontario College Credential as required by the Ministry of Colleges and Universities.

As a graduate, you will be prepared to reliably demonstrate the ability to:

Develop marketing strategies for event properties associated with the sports, esports and\ entertainment industries to enhance brand equity and differentiation.
Develop integrated marketing and media plans using return on investment metrics (ROI) to ensure\ consumer oriented objectives, strategies and budgetary considerations are met.
Utilize project management and team building skills in order to plan and implement targeted live,\ virtual or hybrid events.
Develop comprehensive Sponsorship and Experiential Marketing proposals with a brand activation\ strategy that provides value to the sponsor, event property and consumer.
Plan and pitch event marketing strategies using a variety of formats to communicate information\ persuasively and accurately in oral, written and digital formats.
Analyze event and sponsorship outcomes using market research insights, marketing metrics and\ pre-determined Key Performance Indicators (KPIs) to measure the success of the event.
Recommend current event technologies that enhance the digital or live entertainment experience\ for audiences.
Develop content marketing campaigns that engage and grow audiences across various digital and\ social sharing platforms.

Admission Requirements

Ontario university/college degree, college diploma or equivalent.
Applicants with an equivalent combination of partial postsecondary and/or three to five years related work experience may be considered for admission. A relevant resumé and references must be provided.
English proficiency for graduate certificates.

Canadian citizens or permanent residents educated outside of Canada must provide a World Education Services (WES) or ICAS Canada credential evaluation.

International Student Information

International admissions requirements vary by program and in addition to English requirements, programs may require credits in mathematics, biology, and chemistry at a level equivalent to Ontario’s curriculum, or a postsecondary degree or diploma, equivalent to an Ontario university or college. Program-specific pre-requisite courses and credentials are listed with the admission requirements on each program page. To review the academic requirements please visit: Academic Requirements - Seneca, Toronto, Canada (senecapolytechnic.ca).