Business Administration - Marketing (Event Management Specialization)

Program Description

The Event Marketing Management specialization focuses on preparing graduates with the creativity, expertise, and confidence to respond effectively to changing marketing environments. Career opportunities exist to perform event marketing functions in not-for-profit or for-profit organizations. Graduates can expect to embark on rewarding careers as Event Marketing Co-ordinators, Event and Trade Show Marketers, Sports Marketers, Meeting and Convention Planners, and Special Event and Entertainment Co-ordinators.

The Event Marketing Management (EM²) specialization is one of the fastest growing and dynamic fields of marketing. It is all about Creating Experiences, for clients, guests, event attendees, customers, and event organizers. EM2 allows companies, not-for-profit organizations and government to creatively communicate ideas in an innovative method to reach their intended target audience. Event Marketing Management (EM²) encompasses tradeshows, conferences, award shows, festivals, sponsorship, sports marketing, entertainment events, and product launches. Students will have hands-on involvement in the diverse field of Event Marketing Management by organizing and executing on campus annual events such as:

• Seneca Student Marketing Conference;
• New Venture Trade Show;
• Inventions on Fire (entrepreneurial competition); and
• Varsity Sports Competitions.

This specialization is not your typical classroom program. EM² students are assigned clients to assist in the client’s events whether inside the college or off-campus in the community. Working with clients in the industry provides students with first-hand experience in Event Marketing.

• EM² Benefits:
  • Industry Mentoring
  • Faculty Mentoring
  • Non-traditional Learning
  • Networking with Industry
  • Development of Leadership Skills

• Are you...
  • An excellent organizer
  • Flexible
  • An effective communicator
  • Responsible and dependable
  • Enthusiastic
  • Able to see the big picture
  • Detail oriented

• Do you have what it takes?
  • Comfort with non-traditional learning
  • Commitment
  • Excellent communication skills
  • Dedication
  • Group and team work (essential)
  • Mandatory attendance
  • Events take place out of class time, in the evenings and weekends. You must be time flexible.

• Certification.
  All students will become certified in:
  • Ontario SmartServe program
  • First Aid and CPR

Admission Requirements

Program Eligibility:

• Ontario Secondary School Diploma with a majority of senior credits at the College Preparation (C), University Preparation (U) or University/College Preparation (M) level or Mature Student Status (age 19 or older)
• Grade 12 English: ENG4(C) or ENG4(U)
• Grade 12 Mathematics: (C) or (U) or Grade 11 Mathematics (U) or (M)

Note: Although not required for admission, keyboarding skills and/or any computer graphic skills are helpful.

Your Career

The Business Administration - Marketing Program focuses on preparing graduates with the creativity, expertise, and confidence to respond effectively to changing marketing environments. Career opportunities exist to perform marketing functions in both the business to consumer and business to business industry sectors. Graduates can expect to pursue rewarding careers as Marketing Managers, Marketing Co-ordinators, Account Managers, Product Managers, Brand Managers, Interactive Marketing Managers, Market Researchers, Event and Trade Show Marketers, Sports Marketers, Sales Account Managers, Media Buying and Planning, and Media Sales Managers.

Pathways to Flexible Learning

Students entering semester one may study the Business Administration - Marketing program through flexible delivery options which may include distance and/or in class learning. For further information on flexible learning opportunities, please contact the Student Advisor.

Specializations

Students admitted into the Business Administration - Marketing program will be asked to select a specialization in their third semester. The specialization begins in the fourth semester of the program in the areas of:

• Marketing Management
• Event Marketing Management

Students successfully completing one of these specializations will receive an advanced diploma in Business Administration - Marketing.

Co-operative Education Program

Opportunities for co-op placement and involvement with employers in internship programs are integrated into the marketing program.

During the third semester, students will have the opportunity to apply for admission to the co-op option. Co-op provides the student with the opportunity to secure a paid work term between academic semesters. The student has a shared responsibility for securing employment opportunities. The co-op option allows students to combine classroom learning and real-world experience. Students must meet co-op entrance requirements in order to be considered (see Student Advisor or Co-op Co-ordinator for details).

Co-op marketing related positions may be in sales, retail, event and trade shows, promotional activities, call centres and customer service, among others.
 

The Importance of Learning Skills

Student success in college requires well developed learning skills (such as being able to work independently, participate in a team, be well-organized, develop good work habits, and show initiative). These skills are as important as prior academic achievement. While it is expected that applicants would have developed these skills through previous education and life experiences, Seneca offers support to assist students with further development of these important skills.

Curriculum

Please note: Students successfully completing the Business Administration - Marketing program specializing in the Event Marketing Management, will graduate with an advanced Ontario Diploma in Business Administration - Marketing.

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