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Event Marketing - Sports, Entertainment, Arts

Available: Winter, Fall

Program Description

Event and Experiential Marketing is one of the fastest growing fields in marketing. It's about growing strong event brands and creating engaging experiences for target audiences of sports and entertainment properties and B2C (business to consumer) brands. Event Marketing is a sophisticated discipline that involves both the 'marketing of events' as well as 'marketing through events.' Corporations and organizations integrate events into the traditional marketing mix as a means to connect consumers to their brands in a compelling way. Event Marketing is a strategic, disciplined approach to event planning and management, and involves sponsor brand activation and the amplification of live experiences through digital and social media.

If you're seeking enhanced knowledge and training in this growing and specialized field, this program is for you. Learn how to create extraordinary experiences through marketing and managing events in sports, entertainment and arts. You'll be equipped to build value with customers and creatively communicate ideas to specific target audiences. Learn practical strategies that will assist you with conceptualizing, producing, presenting, executing and evaluating event concepts from start to finish. Receive real life experience from classroom workshops and event fieldwork. The event industry is not your typical Monday to Friday career, it's suited to those who can be flexible and can adapt to a dynamic environment involving weekend and evening work. Take your creativity and passion and turn it into a dynamic and exciting career in the world of events.

The Seneca Event faculty and staff are event-industry focused and deliver experiential learning in a challenging and engaging manner. The experience-based curriculum puts you in the driver's seat as you learn by doing, guided by dedicated faculty and industry partners.

You'll benefit from an opportunity to take your in-class learning to the real world and hone your skills. The optional work term is a way to expand your professional network and enhance your resumé prior to graduation.

Benefits of Event Marketing at Seneca

A unique learning experience in which you're 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-partner mentoring;
  • develop personal, team, followership and leadership skills.


Apply Online

Starting in May 2020, this program will be located at [email protected] Campus.



2 Semesters (8 Months)

Credential Awarded

Ontario College Graduate Certificate

Your Career

Career opportunities exist in the many facets of the event industry and in the public, private and non-profit sectors. You could find employment in 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, this program will appeal to you if you're responsible for event marketing activities within your current role and are looking to expand and advance your career within the field.

Work-Integrated Learning - Optional

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.


  • 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
  • Toronto Blue Jays
  • The T1 Agency
  • Sponsorship Toronto Conference
  • Canadian Sponsorship Forum (CSFX)
  • Canadian Marketing Association
  • Seneca Varsity Sports
  • Sponsorship Toronto Conference
  • York Region Arts Council
  • York Region Festival Alliance

Related Careers


This Seneca program has been validated by the Credential Validation Service as an Ontario College Credential as required by the Ministry of Advanced Education and Skills Development.

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.

Program Costs

Choose academic year:

Tuition – Domestic


Tuition – International


Book & Supply Costs


Please note: All costs are approximate, may vary by campus and are subject to change at any time without notice. Parking, locker and some mandatory incidental fees are among the charges not included in the figures above.

Program Details

The Degree and Credit Transfer Office provides a number of services for students continuing their education at Seneca, and for graduating students considering degree transfer options.

Through transfer agreements and institution partnerships, graduates of this Seneca College program may be eligible for credit at various post-secondary institutions. Please refer to the Degree Transfer Guide for more information.

Transfer Credit may be granted for courses deemed equivalent to courses at Seneca that have been completed at recognized postsecondary institutions. Additional information is available online.

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

Please select the curriculum from the Academic Year in which you started (or will be starting) your studies. An Academic Year begins in September and ends in August of the following year.


Need to know more about your application and/or the application process? Reach out to our admissions advisors for assistance.

416.491.5050 ext. 22840 [email protected]
416.491.5050 ext. 22364 [email protected]

Student Recruitment

Have questions about Seneca’s campuses, financial aid, student supports and more? Connect with one of our student recruiters for more information or to book a campus tour.

[email protected]
416.491.5050 ext. 22608
[email protected]
Additional Contacts
Financial Aid & Awards

Program Coordinator

Nancy Bodi 416.491.5050 ext. 77642 [email protected]

Program Chair

Chris McCracken 416.491.5050 ext. 77459 [email protected]


What was your highlight from this program? Video

Why Choose Seneca?

Passionate, expert faculty from a range of professions

Real-world learning experiences through paid and non-paid work opportunities

Curriculums developed in collaboration with industry advisory committees

A variety of credentials offered from certificates, diplomas, degrees, and graduate certificates

Opportunities to pathway to higher level credentials at Seneca and other universities in our transfer partnership network


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

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