Sport and Event Marketing Program (Postgraduate) (B400)

Sport and Event Marketing
School of Marketing
St. James Campus
12 months (2 semesters in-class, 1 semester work experience)
September, January, May
Ontario College Graduate Certificate
This 12-month (three-semester) Sport and Event Marketing postgraduate program teaches students to leverage sports, entertainment and cause-related marketing to provide innovative marketing solutions. Students gain an understanding of the building blocks of a marketing plan by analyzing markets, competitors and consumers to build solid promotional marketing plans.

Full Program Descriptions



This 12-month (three-semester) Sport and Event Marketing program graduate certificate program teaches students to leverage sports, entertainment and cause-related marketing to provide innovative marketing solutions. Students gain an understanding of the building blocks of a marketing plan by analyzing markets, competitors and consumers to build solid promotional marketing plans.


  • Formulate integrated marketing plans for arts, entertainment, cause-related marketing and the sports industry using the most innovative promotional methods.
  • Integrate project management, marketing and interpersonal skills to plan, execute and evaluate events that build brands and create profits.
  • Develop and implement effective strategic marketing and promotional plans that fit a company’s overall goals.
B400 - Photo of students

Field Education 


Your Field Study Options 

Work Experience (Co-op or Internship Work Term)

This program requires the successful completion of a one-semester work experience to graduate. This work experience is either co-op (paid) or internship (unpaid). Either one will give you the practical experience employers value.

George Brown works with employers and industry partners to identify potential work experience opportunities. Students are also strongly encouraged to pursue self-directed industry work experience opportunities they believe would provide the learning experiences they value and meet the learning outcomes of the program. This valuable work experience can in turn be added to your resume.

For more detailed Field Education information, visit

Program Standards and Learning Outcomes  

The Ministry of Training, Colleges and Universities has established Program Descriptions for college programs of instruction which do not operate under a specific provincial Program Standard. The Program Description typically describes the program purpose (a brief description of the program, potential employment opportunities and general admission requirements) and program goals (similar to program-level learning outcomes, which guide the curriculum).

View Program Descriptions by program.

Source: Colleges of Applied Arts and Technology (CAAT) website

Course Outline

Required Courses 

In order to graduate, you must successfully complete 13 courses and 1 work experience semester.


Course Code Courses (Mandatory) Pre-requisite
COMP 1110 Computer Applications for Marketing None
MARK 1024 Marketing Seminar Series None
MARK 1027 Marketing Management None
MARK 4005 Applied Business Communications None
SPMK 4014 Principles of Sport & Event Marketing I None
SPMK 4002 Event Planning & Management I None
BUS 4000 Work Experience Preparation None

Work Experience Semester

Course Code Courses (Mandatory) Pre-requisite
COOP4001 OR INTN4001 Work Experience Semester BUS 4000


Course Code Courses (Mandatory) Pre-requisite
MARK 4012 Marketing Metrics MARK 1027
SPMK 4018 Principles of Sport & Event Marketing II SPMK 4014
SPMK 4007 Event Planning & Management II SPMK 4002
MARK 4006 Integrated Digital Marketing MARK 1027
SPMK 4016 Advertising and Media Fundamentals MARK 1027
SPMK 4017 Non-Profit and Cause Related Marketing MARK 1027

Detailed course outlines

Careers and Post-Graduate Study Opportunities

Your Career 

You will be prepared to succeed in a variety of corporations, not-for-profit organizations, the sports and entertainment industry, and promotional/advertising agencies in marketing positions such as:

  • conference services co-ordinator
  • sales account executive
  • event co-ordinator
  • promotions co-ordinator
  • marketing co-ordinator
  • assistant brand manager

Future Study Options 

For information on additional future study options, see

There are many pathways into the Sport and Event Marketing Graduate Certificate B400 program including work, college programs and university programs. After graduating from the program, students can begin their career.

Tuition and Fees



Additional Cost 

This program includes 1 Work Experience semester. The tuition fee for this program does NOT include the cost of the Work Experience semester. The Work Experience fee of $450 covers the cost of the Work Experience Preparation course and Work Experience semester.

*Amounts listed are the total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in fall 2014. Fees are subject to change for programs starting in fall 2015 and at later dates.

International students: Visit the International Fees and Related Costs page for more information.

How to Qualify and Apply

Admission Requirements  

  • College Advanced Diploma (3-year) or University Degree or demonstrated experience.

English Proficiency

Applicants with international transcripts where English proficiency results are not supplied must test at the College level in the George Brown College English assessment to be considered.

Please visit for more details

Course Exemptions

Some college and university credits may qualify you for exemptions. Please visit for more information.

International students

Visit the International Admissions page for more information.

Apply To  

Ontario Colleges

Student Success

Success Stories  

alexis levinson "While completing my Bachelor of Arts at Western University, I decided to consider a career in event marketing. George Brown offered the perfect one-year program for me. My co-op placement as a sponsorship assistant at the City of Toronto Special Events was the ideal setting to apply the theory I had learned in class. I was given special projects to work on immediately and was able to adapt quickly and contribute to the fast-paced workplace, thanks to George Brown."

Alexis Levenson (2008 graduate, Sport and Event Marketing)

“The insights students gained from the George Brown Sport and Event Marketing program have helped them provide valuable support for our Sponsorship programs. Their experience has allowed them to become important and trusted members of Scotiabank’s Marketing team.”

Matthew Coorsh
Director, Marketing Sponsorships
Sponsorships & Brand Management, Scotiabank

Contact Us

Contact Us  

Centre for Business

Phone: 416-415-5000, ext. 2160


Our office hours are 9 a.m. – 4 p.m.

For more information, you may also visit or call the George Brown College Contact Centre at 416-415-2000 (TTY 1-877-515-5559) or long distance 1-800-265-2002.

Visit Our Campus  

On-campus information sessions are held on a regular basis. Come and have your questions answered. Learn about the program content and career options. Meet your friendly professors and staff. Experience what it is like to be in a George Brown College classroom. Sign up for an upcoming session.
George Brown College is continually striving to improve its programs and their delivery. The information contained in this calendar is subject to change without notice. It should not be viewed as a representation, offer or warranty. Students are responsible for verifying George Brown College admission, graduation, and fee requirements as well as any requirements of outside institutions, industry associations, or other bodies that may award additional designations concurrently with, or after completion of, a George Brown College program.