Program Overview

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Sports, Entertainment & Event Marketing (SEM)

Overview

The global sports, entertainment and events industry is a multibillion-dollar sector that is dynamically evolving. As audiences seek more engaging and immersive experiences, demand for live and virtual events is driving innovation across the industry. At the same time, brand sponsorships and experiential marketing are transforming how people connect with events and entertainment.

This eight-month graduate certificate program offers a comprehensive introduction to this dynamic field. You’ll explore the interconnected roles of event properties, marketing agencies and brand sponsors, and learn how to apply strategic marketing and brand management principles to create impactful event experiences and experiential marketing campaigns.

The program also builds your expertise in project management, revenue generation, sponsorship strategy and event analytics—skills that are essential to drive success in today’s competitive marketplace. Whether you’re looking to work in the private, public or non-profit sector, this program prepares you for a wide range of careers in sports, entertainment and event marketing.

Skills

Throughout this program, you will learn how to:

• Design and implement marketing plans for sports, esports and entertainment events that build brand value and audience engagement
• Incorporate inclusive practices that promote accessibility, equity, and diversity to enhance audience reach and social impact in events
• Create compelling sponsorship proposals and brand activations that deliver measurable value
• Utilize project management and team building skills to plan and implement live, virtual and hybrid events
• Develop content marketing campaigns that engage and grow audiences across various digital and social platforms
• Use data, research and marketing metrics to evaluate event performance and enhance audience experiences

Work Experience

Optional Work Term

This program offers the option to complete a work term, providing valuable hands-on experience in your field of study. Students interested in completing a work term should apply to the Sports, Entertainment & Event Marketing (Work Term) (SEMC) program.

Students who select the work term stream will have the opportunity to participate in a work term(s) if eligibility requirements are maintained. Students will have the flexibility to transfer to the non-work term stream at any time. The work term(s) is similar in length to an academic semester and is typically a full-time position that may be paid or unpaid. The work term job search is student-driven and participation in the work term stream does not guarantee that a work position will be secured. However, students will receive guidance and support through in-class career workshops and one-on-one coaching to help prepare for the work term.

Program Availability

• Canadian Applicants
• International Applicants

Start in | Location | Availability ---|---|--- Start in Sept. 2025 | Location Seneca@York | Availability Open Start in Jan. 2026 | Location Seneca@York | Availability Open

Availability is subject to change and a seat is not guaranteed.

Program 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. In courses delivered in the flexible format, using interactive learning spaces, professors teach in person to students in a physical classroom or lab and stream to students online at the same time. Students have a choice of coming to campus for an in-person experience or learning online.

Your Career

Graduates of the program can explore the following career options:

• Sponsorship marketing
• Sports marketing
• Entertainment marketing
• Event and experiential marketing
• Digital and content marketing
• Brand management
• Marketing management

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.