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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)
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 and in the public, private and non-profit sectors, municipal government event departments, sports firms, entertainment firms, advertising agencies, experiential and event marketing firms, attractions, corporate marketing departments, trade show management firms, charitable organizations, arts and festival organizations and industry associations. 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.

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, subject equipment, clothing, networking supplies and behind the scenes event excursions.

Admission Requirements

Program Eligibility:

  • A recognized degree or postsecondary diploma from an accredited institution; or
  • Mature applicants with 3 to 5 years of documented work experience in a related field may be considered. Relevant résumé and references must be provided. (A combination of education and work experience may be considered for admission to this program).
  • English proficiency at the postsecondary level.


Loading Tuition Costs

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 practical strategies that will assist you with 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. The event industry is not your typical Monday to Friday career, so 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.


  • Association of Performing Arts Presenters Conference, New York
  • Black Chalk Marketing
  • City of Markham Pan Am Celebrations
  • Dynamic Entertainment & Hospitality Group
  • Festivals and Events Ontario
  • Flato Markham Theatre
  • Golf Canada
  • Live Nation Entertainment
  • Luminato Festival
  • Prime Time Sports and Entertainment Conference
  • TO 2015 Pan Am Ignite
  • Toronto Blue Jays
  • Trojan One
  • Sponsorship Toronto Conference
  • Canadian Sponsorship Forum
  • Canadian Marketing Association
  • International Special Events Society
  • Seneca Varsity Sports
  • York Region Arts Council

Professional Certification

Students will be certified in:

  • Cardio-pulmonary Resuscitation
  • Dine Like a Diplomat
  • SmartServe
  • Standard First Aid

Co-operative Education Option

During semester one, 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.

Important Academic Dates

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


2014/2015 Academic Year
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 2
SEA245 Brand Activation & Experiential Marketing 3
SEA265 Festivals and Trade Shows 3
SEA275 Event Digital Marketing & Social Media 3
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

Admissions Advisors:
Domestic Admissions Advisor: Telephone: (416) 491-5050 Ext. 22840
International Admissions Advisor: Ida Yee
Telephone: (416) 491-5050 Ext. 22405
Registration & Records Advisor:
  Marc Combetto
Telephone: (416) 491-5050 Ext. 77435
Program Contacts:
Student Advisor: Izabela Loranty
Telephone: (416) 491-5050 Ext. 77547
Program Coordinator: Nancy Bodi
Telephone: (416) 491-5050 Ext. 77642
Co-op Coordinator: Krista Lonergan
Telephone: (416) 491-5050 Ext. 77622
Program Acting Chair: Margaret Osborne
Telephone: (416) 491-5050 Ext. 77453

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