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  • Event Marketing - Sports, Entertainment, Arts

    Event Marketing - Sports, Entertainment, Arts

(Optional Co-op)

Program Code:EVM
Duration:2 Semesters (8 Months)
Start Dates:Fall, Winter,
Start dates are subject to change
Credential Awarded:Ontario College Graduate Certificate

Program Description

Event Marketing is one of the fastest growing fields of marketing. It is all about “creating experiences” and is becoming a much more sophisticated discipline as corporations and organizations recognize the need to integrate events into the traditional marketing mix. It is currently a multi–billion dollar industry in North America.

  • evm-flckr

    Check out the Event Marketing Flickr page to see what our students have been up to.

This program will be of interest to individuals seeking enhanced knowledge and training in this specialized and growing field. Career opportunities exist in the many facets of the event industry; sports organizations, attraction and entertainment firms, arts and culture organizations, event and experiential marketing agencies, advertising agencies, public sector event, economic development and tourism departments, exposition and trade show management firms, shopping centre marketing departments and charitable organizations. Furthermore, the program will appeal to individuals responsible for event marketing activities within their current job and who are looking to expand their career choices within the field.

The Seneca Event team of faculty and staff are event industry focused and deliver experiential engagement in a challenging and lively manner. Event students at Seneca experience first– hand unique experiential learning classes: both in the field and in the classroom. Students receive real–world experiences from classroom workshops and live events that will enhance their knowledge, expertise, and experience in the various facets of events. These include: sports marketing, event logistics, event management, event co–ordination, promotion, sponsorship, human resources, media applications, cause–related marketing, arts and culture, festivals and expos.

The co–op experience provided enables students to develop their personal network of contacts and make them job–ready upon graduation. The experience–based curriculum puts students in the driver's seat as they learn by doing, guided by dedicated faculty and industry partners.

Benefits to students: a unique learning experience in which students are able to:

  • apply classroom knowledge to solving real business problems;
  • work co–operatively in interdisciplinary teams;
  • gain greater self–esteem and self–confidence from interacting with event clients and event partners;
  • gain job–ready skills and industry know how through extensive hands–on opportunities in the event world;
  • learn in a non–traditional manner;
  • benefit from direct Industry partners mentoring;
  • develop personal team, followership and leadership skills.

Event Kit

Students are expected to purchase an event kit that includes access to certification programs, course equipment, clothing, networking supplies and behind the scenes event excursions.

Program Learning Outcomes:

This Seneca College program meets the system-wide standards as set by the Ministry of Training, Colleges and Universities.

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

  • Apply accepted procedures for conducting an environmental analysis, research and forecasting to identify the market demand for sports, entertainment and arts events.
  • Analyze, summarize, develop and design requisite elements for events and exhibits by linking an event to a themed activity developed to create an experience for the consumer.
  • Participate in the development of original visual and audio media materials using digital media to market sports, entertainment and arts events.
  • Identify, select, implement and assess media relations using appropriate techniques and channels for public relations, media kits, advertising, and promotion for sports, entertainment and arts events and exhibitions.
  • Develop and implement financial initiatives based on event objectives by using methods such as sponsorship programs, applications for grants and subsidies and fundraising initiatives.
  • Plan and market events at both the operational and organizational level by effectively participating in a team environment.
  • Plan, utilize and assess strategies for effective management of human resources (including, peers, subordinates, and) volunteers during preparation and execution of sports, entertainment and arts events and exhibitions.
  • Construct financial plans to develop cost-effective campaigns and projects by applying suitable strategies and techniques for managing projects within budget allocations to achieve organizational profit/operating goals.
  • Devise strategic and annual marketing plans keyed to the way specific products, services, and experiences are marketed and distributed to satisfy the needs of specific customer groups, over long-range, mid-range, and short-term planning horizons.
  • Plan events within regulatory constraints regarding liability and risk in event management with respect to legal and regulatory requirements for facilities, employees, and insurance coverage relative to the specific sector.
  • Conceive, produce, and present event marketing proposals for sports, entertainment and arts events and exhibits.
  • Identify and utilize communications channels and media based on appropriate criteria with respect to marketing and communications planning, execution and post event evaluation.
  • Evaluate event experiences through a variety of formal and informal methods.
  • Utilize and apply well developed interpersonal skills, professional business etiquette and conduct, including an awareness of the dimensions of diversity and multicultural issues in internal and external settings.

Admission Requirements

Program Eligibility

  • A recognized degree or post secondary diploma from an accredited institution; OR
  • Mature Student Status (age 19 or older) with 3 to 5 years of documented work experience in a related field. Relevant references must be provided. (A combination of education and work experience may be considered for Admission to this program).
  • English proficiency at the college level.

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. Seminars, workshops and tutoring are available at Seneca's Learning Centres.


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Your Career

Learn how to create extraordinary experiences through marketing and managing events in sports, entertainment and arts. You will be equipped to build value with customers and creatively communicate ideas to specific target audiences. This program is designed to teach you practical strategies that will assist you with strategically conceiving, producing, presenting, executing and evaluating event concepts – from start to finish. You will receive real life experience from classroom workshops, industry partners, and event placements. While the event industry is not your typical Monday to Friday career, you are expected to be committed to the philosophy of being available on weekends and evenings to prepare for the dynamic and exciting world of events.

Professional Affiliations, Industry Associations, Events, and Partnerships

  • Black Chalk Marketing
  • Canada Running Series
  • Canadian Marketing Association
  • Dynamic Entertainment & Hospitality Group
  • Golf Canada
  • International Special Events Society
  • Live Nation Entertainment
  • Luminato Festival
  • Toronto Blue Jays
  • Trojan One Integrated Brand Activation
  • International Special Events Society
  • Seneca Varsity Sports
  • Sponsorship Toronto Conference
  • York Region Arts Council

Professional Certifications

Students will be certified in:

  • Cardio-pulmonary Resuscitation
  • Dine Like a Diplomat
  • SmartServe
  • Standard first aid

Co-operative Education

During the first semester, you’ll have the opportunity to apply for admission to the co–op option. Co–op provides you with the opportunity to secure a paid work–term at the end of semester two. It also allows you to benefit from a combination of classroom learning and real–world experience. Please note that you will have a shared responsibility for securing employment opportunities and must meet co–op entrance requirements in order to be considered (see Student Advisor or Co–op Co–ordinator for details).

Important Academic Dates

Please take a few moments to view Important Academic Dates for your relevant semester.


Semester 1 Course Name Hrs/Wk
SEA115 Event Marketing Management 3
SEA120 Sports and Event Marketing 3
SEA135 Event Planning and Logistics 4
SEA145 Event Financial Planning 3
SEA150 Behind the Scenes of Events 2
SEA170 Sponsorship Activation 3
Semester 2 Course Name Hrs/Wk
SEA200 Arts, Entertainment and Cultural Marketing 3
SEA225 Sport and Event Marketing II 3
SEA235 Digital and Media Applications 4
SEA245 Brand Activation & Experiential Marketing 3
SEA265 Festivals and Trade Shows 4
CPP100 Co-op Professional Theory (co–op option only)  1
Co-op Option Course Name Hrs/Wk
CPP200 Co-op Professional Practice (co–op option only)  1

Contact Us

For more information, please visit our website at:
Admissions Advisors:
Domestic Admissions Advisor: Judy Chung
Telephone: (416) 491-5050 Ext. 22127
International Admissions Advisor: Ida Yee
Telephone: (416) 491-5050 Ext. 22405
Registration & Records Advisor:
  Marc Combetto
Telephone: (416) 491-5050 Ext. 77435
Program Contacts:
Program Coordinator: Nancy Bodi
Telephone: (416) 491-5050 Ext. 77642
Co-op Coordinator: Sasha Singh
Telephone: (416) 491-5050 Ext. 77622
Program Acting Chair: Margaret Osborne
Telephone: (416) 491-5050 Ext. 77453

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