Throughout this program you will develop the following skills:
- sponsorship marketing
- sports marketing
- entertainment marketing
- event and experiential marketing
- digital and content marketing
- brand management
- marketing management
Sports, Entertainment & Event Marketing (SEM)
Formerly known as Event Marketing – Sports, Entertainment, Arts (EVM)
Campus
Duration
2 Semesters (8 Months)Credential Awarded
Ontario College Graduate CertificateSchool
School of MarketingProgram and course delivery
This program is offered in Seneca's flexible delivery format, with some courses delivered online. The optional work term is in-person or 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.
About the Program
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 eight-month 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.
Skills
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Work Experience
Optional Work Term
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. |
Program Availability
Learn more: Seneca’s program delivery options and how courses in this program will be delivered each term.
| Start in | Location | Availability |
|---|---|---|
| Jan. 2025 | Seneca@York | Open |
| Sept. 2025 | Seneca@York | Open |
| Jan. 2026 | Seneca@York | Open |
| Start in | Location | Availability |
|---|---|---|
| Jan. 2025 | Seneca@York | Open |
| Sept. 2025 | Seneca@York | Open |
| Jan. 2026 | Seneca@York | Open |
International students: review Post-Graduation Work Permit (PGWP) eligibility before choosing program and course delivery.
Please note that availability is subject to change and a seat is not guaranteed.
Your Career
Graduates of the program can explore the following career options:
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.
Student Experience
SEM Graduate Testimonials
Hear seven graduates of Seneca’s Sports, Entertainment & Event Marketing program express why the program effectively prepared them for their vibrant industry careers.