Learn more about the academic programs we are delivering in Winter 2025. If you have any questions about part-time studies, please contact us.
Sports, entertainment and events represent a multibillion-dollar global industry that is dynamically evolving. Consumer demand for sports, esports and entertainment in live, virtual or hybrid formats is driving industry innovation and growth. So, too, is the prevalence of brand experiential and sponsorship marketing.
In this graduate certificate program, you will learn about this industry and the integrated roles that event properties, marketing agencies and brand sponsors play. You will learn to apply the principles of strategic marketing and brand management to the development of event properties and experiential marketing campaigns. This program prepares you for careers in the sports, entertainment and event marketing fields that span the private, non-profit and public sectors.
Part-time Studies courses are being offered in either of the following four formats: Online, Flexible, In-person, Hybrid. Click Availability below to see current offerings.
Students will focus on exploring the rise of esports and its place in a new age of participation, from the vantage points of developers, athletes, participants, sponsors and media. Students will explore the growth of this fast growing vertical, examining franchise, sponsorship and participant relationships in the esports communities, and providing insight into how their different roles affect each other. Students will develop their skills in order to speak knowledgeably about the history, community, and business of esports with future employers and other stakeholders in the industry.
Top brands are increasingly incorporating esports into their marketing mix to engage young consumers in an interactive and multi-sensory brand experience. Students will examine how brand marketers are strategically sponsoring and partnering with esports entities and events to bring their brand's personality to life by actively engaging consumers with their brand and creating an emotional connection between the consumer and the brand. Students will discuss how brands create deep-rooted value and loyalty among esports participants and audiences, while also examining how brands' use of event and experiential marketing, coupled with influencer/social media marketing, have driven the exponential growth of the esports industry.
Students meeting all academic requirements may have the opportunity to complete an optional work term(s) in a formal work environment. The work term(s) is similar in length to an academic semester and typically involves full-time work hours that may be paid or unpaid. In programs with limited work term opportunities, additional academic requirements and a passing grade on a communication assessment may be required for eligibility. Eligibility for participation does not guarantee a work position will be secured. Additional fees are required for those participating in the optional work term stream regardless of success in securing a work position.
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:
Graduates of the program can explore the following career options:
Canadian citizens or permanent residents educated outside of Canada must provide a World Education Services (WES) or ICAS Canada credential evaluation.
International Student Information
In addition to the admission requirements, please select your home country for specific information. Please note, that all international applicants must meet Seneca's English requirements. Additional documents/assessments may be required upon request.
To apply for the Sports, Entertainment & Event Marketing Graduate Certificate, please
complete the
application
form.
In addition to completing the application form, you must also submit supporting transcript(s)
per the program's entry requirements to
fcebusinessapplications@senecapolytechnic.ca.
Please use "Part-time Sports, Entertainment & Event Marketing Application" as the subject
line of your email when submitting your transcript(s).
If you have any questions about the entry requirements or general questions about the program, please contact:
Belinda Becker
Program Assistant
belinda.becker@senecapolytechnic.ca
This program is eligible for OSAP funding.
Course load is used by OSAP to determine funding options for programs.
Course load is calculated by dividing the number of courses you are enrolled in at the same time by the total number of courses per semester. For example, in Sports, Entertainment & Event Marketing, there are 6 courses in term 1 and 6 courses in term 2.
To be considered for part-time OSAP, you must have a course load between 20-59%. If you are taking 2 or 3 courses in a given term, you may be considered for part-time student grants and loans.
To find out if you qualify and to learn how to apply, please visit the OSAP website. For information on other awards and financial assistance, please see Financial Aid.
Earn college credits for what you already know.
Prior Learning Assessment is a method of assessing and recognizing learning that is equal to
college level learning, but has been gained outside a traditional classroom (through work
experience, volunteering, outside study, etc.). If you can prove that the knowledge you have gained
meets the outcomes of a Seneca course, then credit will be awarded.
How does the PLA process work?
Prior Learning is demonstrated through a "challenge" process. The process measures learning
through a variety of methods which may include tests, portfolio assessment, interviews,
demonstrations, essays, and work samples. The method used will be determined in consultation with a
Program Coordinator.
For more information and to determine if you are eligible for PLA, please call the Program
Coordinator.
The process may take from 6 to 8 weeks.
Note: Not all courses can be challenged. For more information go to PLA website or contact your Program Coordinator.
Many students who enter Seneca Polytechnic will have earned academic credits in postsecondary educational institutions which they may be able to apply toward completion of a Seneca Polytechnic program.
Requests for Transfer Credit must be for a specific course and must be accompanied by an official transcript and course outline. A minimum grade of "C" (60 percent) is generally required for a course to be considered for Transfer Credit.
Download a Transfer Credit Request form. An official copy of your transcript and applicable detailed course outlines should be attached and submitted. Please note it may take 4 to 6 weeks for a Transfer Credit decision.
Please visit the Office of the Registrar.
When you meet all program requirements and become eligible for a certificate, diploma, or degree, you must inform the Registrar by completing a Graduation Application form and paying the graduation and alumni fee. Certificates, diplomas, and applied degrees are issued twice a year in the Fall (October), Spring (June) and Winter (February).
For further information including deadlines and fees, please visit the Convocation website or contact the Convocation Office at theservicehub@senecapolytechnic.ca.
A student will be eligible to graduate from a certificate, diploma, advanced diploma or graduate certificate program if they have achieved a minimum graduating GPA of 2.0.
A student will be eligible to graduate from a degree program if they have achieved a minimum graduating GPA of 2.5, which includes a minimum GPA of 2.5 in the courses in their main field of study and a minimum GPA of 2.0 in breadth courses.
This program is recognized by the Canadian Marketing Association (CMA) as an accelerated pathway toward the Chartered Marketer (CM) designation.
Take your graduate certificate further
Seneca is recognized as a leader in pathways and offers a range of options to help you reach your educational and career goals.
As a graduate of this program, you may be eligible to pathway into a master's degree program at one of our partner institutions.
To qualify for a master's degree program, you may require a bachelor's degree as a prerequisite. Visit our Degree Transfer Guide to learn more and explore your pathway options.
If you have additional questions regarding pathways to, within and beyond Seneca, connect with our Academic Pathways team at 416.764.0399 or email academic.pathways@senecapolytechnic.ca.
After reviewing the Degree Transfer Guide, you can also book a virtual appointment to discuss your options in more detail with a dedicated Pathways Adviser.
Belinda Becker
Program Assistant
belinda.becker@senecapolytechnic.ca
Lisa Ballantyne
Manager, Academic Programs
lisa.ballantyne@senecapolytechnic.ca