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
In this 12-month (three-semester) Sport and Event Marketing graduate certificate program, students will develop the skills to provide innovative solutions in sports, entertainment and cause-related marketing.

Full Program Descriptions


In this 12-month (three-semester) Sport and Event Marketing graduate certificate program, students will develop the skills to provide innovative solutions in sports, entertainment and cause-related marketing. Our learning is hands-on and project-based, incorporating case studies and projects that can involve industry partners.

This learning experience will enable you to:

  • Develop integrated marketing and media plans for arts, entertainment, cause-related marketing and the sports industry
  • Plan, execute and evaluate comprehensive events utilizing project management and team building skills
  • Develop and evaluate sponsorship activation opportunities from the value perspective of the consumer, property and buyer

There are extracurricular activities that run at various times where students can build on their knowledge and skills while networking. These may include:

  • Speed Mentoring
  • 5 to Watch Canada’s Sports Business Awards
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 one semester of 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.

In addition to more formal on-the-job work experience, George Brown College endeavours to provide field education opportunities with real world challenges and clients. Find out more about field education at the Centre for Business.

Program Standards and Learning Outcomes  

Each George Brown College certificate, diploma, advanced diploma and graduate certificate program is expected to deliver specific program learning outcomes. Program learning outcomes are statements that describe the knowledge and skills that students are expected to demonstrate by the end of their program of study. Programs are designed to deliver both vocation or discipline-specific learning outcomes and more generic essential employability skills (including communication, numeracy, critical thinking and problem solving, information management, interpersonal and personal skills).

In addition to the aforementioned learning outcome requirements, College programs are required to provide students with exposure to a breadth of learning beyond their vocational field, to increase their awareness of the society and culture in which they live and work. This breadth requirement is addressed through additional mandatory General Education courses in the program curriculum.

To see the relevant program learning outcomes for your specific program of study, please visit

Course Outline

Required Courses 

In order to graduate from the B400 program, you need to complete the following 13 Mandatory courses and 1 Work Experience Term.

Printable Curriculum Planner 2016-2017pdf file


semester courses
Code Course Name 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 4002 Event Planning and Management I NONE
SPMK 4014 Principles of Sport & Event Marketing I NONE
BUS 4000 Work Experience Prep Course NONE

Work Experience Term

semester courses
Code Course Name Pre-requisite
COOP 4001 or INTN 4001 Work Experience Term BUS 4000


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

Detailed course outlines

Careers and Post-Graduate Study Opportunities

Your Career 

Graduates will be prepared for careers in the sports and entertainment industry, promotional/advertising agencies, a variety of corporations and not-for-profit organizations. Graduates from the program have found employment as:

  • Account Manager
  • Event Coordinator
  • Marketing Coordinator
  • Program Coordinator
  • Sponsorship Coordinator

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 2015. Fees are subject to change for programs starting in fall 2016 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 Bachelor's Degree or demonstrated experience (resume required).

English Proficiency

Applicants with international transcripts who do not provide English proficiency test results must test at the College level in the George Brown College English assessment to be considered for admission.

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  

Alexa Costa

"The George Brown Sport and Event Marketing program was exactly what I was looking for. With a passion for sports and an eagerness for the industry, the program gave me the opportunity to connect with great professors, successful alumni and well-known figures in the industry to get me on the right path to start my career in Sports Marketing. Being the CFL Achievement Award recipient this year opened many doors for me and I'm truly grateful for GBC."

Alexa Costa, 2016 Graduate, Sport and Event Marketing Program

Sean Reczulski

“The Sport and Event Marketing program has a great reputation all over Canada. Everyone was either coming from another job, or straight out of university, like me, so they knew exactly what they wanted. The alumni network is also extremely strong and there is a common bond with other people that have gone through the program.” Read more about Sean's experiences in the View from the Top article in our Alumni Stories.

Sean Reczulski, Graduate 2014, Sport and Event Marketing; Foundation Manager, Michael “Pinball” Clemons Foundation

Jon Chang

"There's no question: the Sport and Event Marketing program at George Brown College helped me carve a path into a profession that is like no other." Read more about Jonathan's experience in our Alumni Stories.

Jonathan Chang, Graduate 2000, Sport and Event Marketing; Director, Marketing & Events, NBA Canada

Dan MacKenzie, Vice President and Managing Director, NBA Canada

"We have hosted a variety of George Brown Sport and Event Marketing interns and have always been impressed that these students have a built-in industry network when they arrive, as their classmates are spread throughout the industry. Add to that the fact that many have had other work experiences and it makes for a more mature, effective internship for the hosting organization." Read more about Dan MacKenzie in our Alumni Stories.

Dan MacKenzie, Graduate 1997, Sport and Event Marketing; Vice-President & Managing Director, NBA Canada

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, Graduate 2008, Sport and Event Marketing

B400 Alex Maryuen

“After attending numerous Sports Industry Conferences in the past, I discovered that sports was my passion and decided to pursue a career in it. George Brown's Sport & Event Marketing program was a perfect fit for me. The program provided me with practical marketing principles, hands-on experience, and a network that facilitated in my personal and career development.”

Alex Maryuen, Sport and Event Marketing Graduate

Contact Us

Contact Us  

Sport & Event Marketing (B400)

For inquiries related to this program (for example, course-specific information) please contact the Program Coordinator:

Jon Callegher, Program Coordinator


Kathy Dumanski, Chair, School of Marketing

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.