Sport and Event Marketing Program (Online) (Postgraduate) (B420)
Apply Now:
Domestic StudentsProgram Description
Program Overview
The Sport and Event Marketing (Online) graduate certificate program provides students with the knowledge and skills employers seek in sports, arts and entertainment and not-for-profit marketing careers. You’ll discover how to examine and apply sport and event marketing best practices, strategies, tactics, tools, and techniques—and do it all from the comfort of your own home.
This program is part of our online postgraduate programs. Online postgraduate programs offer working professionals the flexibility of a fully online program scheduled in the evening and on weekends. Join other students across Canada in live, instructor-led classes. In just eight months of study and a four-month work term, you'll acquire professional skills in a flexible, convenient format.
PLEASE NOTE: This program is also offered full-time in person. Please see Sport and Event Marketing postgraduate program (B400) for additional details.
Full Description
For over 25 years, George Brown’s Sport and Event Marketing graduate certificate program has prepared students with a foundation in consumer marketing. In 12 months, students learn and develop creativity and critical thinking skills that transfer from the classroom to the boardroom. It is common for assignments and projects to involve industry partners, particularly in the final semester when students plan and run a charitable event.
The program covers sports, arts, and entertainment marketing, sponsorship activation, event planning, integrated marketing communications (IMC), digital marketing, non-profit marketing, and financial metrics. Students will also enjoy extracurricular opportunities like speed mentoring and attending the 5 to Watch: Canada’s Sports Business Awards.
Here are some skills you’ll be able to show off after completion of the Sport and Event Marketing program:
- Creating integrated marketing and media plans for the arts, entertainment, cause-related marketing, and sports sectors
- Organizing and executing events using project management and team-building skills
- Developing and evaluating sponsorship activation opportunities from the consumer, property, and buyer's perspective
- Creating professional and persuasive presentations using industry-standard software
This program is also offered full-time in person. Students who wish to apply for the full-time in-person Sport and Event Marketing postgraduate program should apply to B400.
This Centre for Business program is part of our School of Marketing.
Technical Requirements:
- A computer that runs on Windows 10 or the latest Mac OSX, has the latest updates applied and has up to date virus protection software
- Windows 10 ARM64 devices are not recommended as they will not allow you to install AppsAnywhere and the Cisco AnyConnect client
- High-speed broadband access (Cable or DSL) is highly recommended. Some programs or courses require more advanced systems
- Headphones or speaker and a microphone for in-class conversations and meetings with your professors
- A webcam (may be required for specific courses)
- Individual courses may have additional hardware requirements
- A web browser, such as Safari, Firefox, MS Edge, Google Chrome
PLEASE NOTE: mobile devices may allow for some participation in your course(s), however there are limitations and we cannot guarantee your mobile device will meet all coursework needs.
Your Field Education 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. The work term occurs after the end of the second academic semester.
George Brown works with employers and industry partners to identify potential work experience opportunities. Students then apply for these opportunities and go through a competitive interview process. Students are also strongly encouraged to pursue self-directed industry work experience opportunities they believe will 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 resumé.
In addition to 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.
MARKETING ASSOCIATIONS MEMBERSHIP
George Brown Marketing students have access to membership to two of Canada’s premier marketing associations, the CMA and IAB, included in their tuition fees:
Canadian Marketing Association (CMA) membership includes:
- Live and online events, with free or reduced member pricing
- Professional development opportunities
- Tools, resources, and guides for members only
- Networking opportunities with thousands of marketers
- Exclusive access to CMA NXT, a site dedicated to filling the gap between post secondary education and professional life
Interactive Advertising Bureau (IAB) membership includes:
- Student volunteer (and networking) opportunities for marquee events
- Members-only webinars and podcasts
- Original Canadian digital marketing research
- Globally accepted digital ad standards
- Globally standardized courses, certification, and custom workshops
Career & Postgraduate Study Opportunities
Industry
Industry Feedback
"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." —Dan MacKenzie (Graduate 1997, Sport and Event Marketing), vice-president and managing director, NBA Canada
“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 & Brand Management, Scotiabank
Educational Pathways
For information on additional future study options, see our transfer guide.
Courses
Required Courses
In order to graduate from the B420 program, you need to complete the following 13 mandatory courses and 1 work experience term. The work experience term can be co-op, internship, simulation, consulting, or
research projects. This program is delivered online and for domestic students only.
SEMESTER 1
| CODE | COURSE NAME | PRE-REQUISITE |
|---|---|---|
| COMP 1110 | Computer Applications for Marketing | NONE |
| MARK 1027 | Marketing Management | NONE |
| MARK 4005 | Applied Business Communications | NONE |
| MARK 4030 | Sports and Event Marketing Series | 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 |
SEMESTER 2
| CODE | COURSE NAME | PRE-REQUISITE |
|---|---|---|
| MARK 2044 | Principles of Marketing Research | NONE |
| MARK 4012 | Marketing Metrics | NONE |
| MARK 4025 | IMC & Digital Media Fundamentals | MARK 1027 |
| SPMK 4007 | Event Planning & Management II | SPMK 4002 |
| SPMK 4017 | Nonprofit and Cause-Related Marketing | MARK 1027 |
| SPMK 4018 | Principles of Sport & Event Marketing II | SPMK 4014 |
Work Experience Term
| CODE | COURSE NAME | PRE-REQUISITE |
|---|---|---|
| COOP 4001 / INTN 4001 / BAWT 4001 | Work Experience Term | BUS 4000 |
Program Learning Outcomes
The graduate demonstrates the ability to:
- Apply marketing concepts to industries directly associated with sports, arts, entertainment or causes.
- Develop integrated marketing and media plans featuring consumer-oriented objectives, strategies, tactics, budgetary considerations and return on investment (ROI) metrics.
- Plan, execute and evaluate comprehensive events utilizing project management and team building skills as required.
- Develop and evaluate sponsorship activation opportunities from the value perspective of the consumer, property and buyer.
- Create professional and persuasive written, digital and other presentation formats using industry standard software.
- Analyze and interpret marketing activities using criteria related to sales forecasting, budgeting, financial health and performance metrics.
Tuition & Fees
Domestic Tuition
Additional Costs
* Amounts listed are the estimated total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2023. Fees are subject to change for programs starting in Fall 2024 and at later dates. This fee does not include books, which are to be purchased by the student separately.
† This program includes one work experience semester. The tuition fee for this program does NOT include the cost of the Work Experience semester. There is an additional fee of $500 for each work experience semester.
Financial Assistance
This program is approved for OSAP funding, provided the applicant meets OSAP eligibility criteria.
Disclaimer: The information contained in this website 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 fee requirements.
Admission Requirements
College advanced diploma (three-year) or bachelor's degree or demonstrated relevant work experience (resumé and references required).
English Language 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. In addition, applicants who are considered for admission to the program based solely on their work experience will be required to provide proof of English proficiency at the college level, and may be required to write the George Brown College English admission assessment.
Please review our English proficiency requirements.
Course Exemptions
Some college and university credits may qualify you for exemptions. Please visit our transfer guide for more information.
How to Apply
Domestic students should apply through Ontario Colleges.
Contact Us
Information Sessions
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, and experience what it is like to be in a George Brown College classroom. Sign up for an upcoming session.
Domestic Student Admissions
For inquiries about domestic admission requirements, admission deadlines, or the admissions process, please contact the Admissions Office at admissions@georgebrown.ca or visit the Admissions section.
International Student Admissions
Contact one of our international recruitment representatives specializing by country of origin by either booking a virtual meeting or submitting an inquiry. For more information visit the International Contact Us page.
Fees and Financial Information
For inquiries about OSAP, Bursaries, Scholarships and other financial inquiries, please contact the Financial Aid Office at FinAid@georgebrown.ca or visit the Financial Aid section.
Entry Advising
For advice on the various program options and which program might be best suited for you, make an appointment to see an Entry Advisor. Please review these frequently asked questions.
Centre for Business
For questions regarding programs at the Centre for Business or if you require more information, please do not hesitate to contact us. Our knowledgeable staff are available to assist you.
For general inquiries, please contact the Centre for Business:
Email: business@georgebrown.ca
Phone: (416) 415-5000 ext. 2160
Sport & Event Marketing (B420)
For inquiries related to this program (for example, course-specific information) please contact the program co-ordinator:
Peter Widdis, Program Co-ordinator
Email: pwiddis@georgebrown.ca
John Peco, Chair, School of Marketing
Email: john.peco@georgebrown.ca
Visit Our Campus
This program is offered out of our School of Marketing and classes are offered fully online, in scheduled, live sessions.
Campus tours Take our virtual tour.
Social Channels:
Sport and Event Marketing Program (Online) (Postgraduate) (B420)
Apply Now:
Domestic StudentsProgram Description
Program Overview
The Sport and Event Marketing graduate online certificate program provides students with the foundational knowledge and applied skills employers value related to marketing careers in today’s integrated world of sport, arts and entertainment, and not-for-profit enterprises.
This program is part of the online postgraduate certificate programs.
The online postgraduate certificates offer working professionals the flexibility of a fully online program scheduled in the evening and weekends.
- Study online from the comfort of home while joining other students across Canada in live, instructor-led classes.
- Develop professional skills in just eight months of study followed by a four-month work term in a format convenient to you and your busy weekday commitments.
PLEASE NOTE: This program is also offered full-time in person (COVID restrictions may result in changes to delivery). Please see Sport and Event Marketing Postgraduate program (B400) for additional details.
Full Description
This full-time program is delivered fully-online in live, synchronous classes, scheduled in the evenings and on weekends.
For over 25 years, the Sport and Event Marketing online postgraduate certificate program at George Brown College in Toronto has been equipping students with the core skills to succeed in the integrated work of sport, arts and entertainment and not-for-profit enterprises.
Hands-on from the first day, this 12-month program provides students with a foundation in consumer marketing. It focuses on the examination and application of Sport and Event Marketing best practices, strategies, tactics, tools and techniques. Students develop and learn to apply creativity and critical thinking skills that will take them from the classroom to the boardroom. Assignments and projects can involve industry partners, especially in the final semester when students plan and execute a charitable event.
Key disciplines covered include sport, arts and entertainment marketing, sponsorship activation, event planning and management, integrated marketing communications (IMC), digital media, not-for-profit and cause-related marketing and financial metrics.
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.
Extracurricular opportunities may include:
- speed mentoring
- 5 to Watch Canada’s Sports Business Awards
This program is also offered full-time in person (COVID restrictions may result in changes to delivery). Students who wish to apply for the full-time in-person Sport and Event Marketing Postgraduate program, should apply to B400.
This Centre for Business program is part of our School of Marketing.
Technical Requirements:
- A computer that runs on Windows 10 or the latest Mac OSX, has the latest updates applied and has up to date virus protection software
- Windows 10 ARM64 devices are not recommended as they will not allow you to install AppsAnywhere and the Cisco AnyConnect client
- High-speed broadband access (Cable or DSL) is highly recommended. Some programs or courses require more advanced systems
- Headphones or speaker and a microphone for in-class conversations and meetings with your professors
- A webcam (may be required for specific courses)
- Individual courses may have additional hardware requirements
- A web browser, such as Safari, Firefox, MS Edge, Google Chrome
PLEASE NOTE: mobile devices may allow for some participation in your course(s), however there are limitations and we cannot guarantee your mobile device will meet all coursework needs.
Your Field Education 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. The work term occurs after the end of the second academic semester.
George Brown works with employers and industry partners to identify potential work experience opportunities. Students then apply for these opportunities and go through a competitive interview process. Students are also strongly encouraged to pursue self-directed industry work experience opportunities they believe will 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 resumé.
In addition to 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.
MARKETING ASSOCIATIONS MEMBERSHIP
George Brown Marketing students have access to membership to two of Canada’s premier marketing associations, the CMA and IAB, included in their tuition fees:
Canadian Marketing Association (CMA) membership includes:
- Live and online events, with free or reduced member pricing
- Professional development opportunities
- Tools, resources, and guides for members only
- Networking opportunities with thousands of marketers
- Exclusive access to CMA NXT, a site dedicated to filling the gap between post secondary education and professional life
Interactive Advertising Bureau (IAB) membership includes:
- Student volunteer (and networking) opportunities for marquee events
- Members only webinars and podcasts
- Original Canadian digital marketing research
- Globally accepted digital ad standards
- Globally standardized courses, certification, and custom workshops
Career & Postgraduate Study Opportunities
Industry
Industry Feedback
"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." —Dan MacKenzie (Graduate 1997, Sport and Event Marketing), vice-president and managing director, NBA Canada
“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 & Brand Management, Scotiabank
Educational Pathways
For information on additional future study options, see our transfer guide.
Courses
Required Courses
In order to graduate from the B420 program, you need to complete the following 13 mandatory courses and 1 work experience term.
Printable Curriculum Planner 2023-2024
SEMESTER 1
| Code | Course Name | Pre-requisite |
|---|---|---|
| COMP 1110 | Computer Applications for Marketing | NONE |
| MARK 1027 | Marketing Management | NONE |
| MARK 4005 | Applied Business Communications | NONE |
| MARK 4030 | Sports and Event Marketing Series | 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 |
SEMESTER 2
| Code | Course Name | Pre-requisite |
|---|---|---|
| SPMK 4017 | Nonprofit and Cause-Related Marketing | MARK 1027 |
| MARK 4012 | Marketing Metrics | NONE |
| SPMK 4007 | Event Planning & Management II | SPMK 4002 |
| MARK 2044 | Principles of Marketing Research | NONE |
| MARK 4025 | IMC & Digital Media Fundamentals | MARK 1027 |
| SPMK 4018 | Principles of Sport & Event Marketing II | SPMK 4014 |
Work Experience Term
| Code | Course Name | Pre-requisite |
|---|---|---|
| COOP 4001 / INTN 4001 / BAWT 4001 | Work Experience Term | BUS 4000 |
Program Learning Outcomes
The graduate demonstrates the ability to:
- Apply marketing concepts to industries directly associated with sports, arts, entertainment or causes.
- Develop integrated marketing and media plans featuring consumer-oriented objectives, strategies, tactics, budgetary considerations and return on investment (ROI) metrics.
- Plan, execute and evaluate comprehensive events utilizing project management and team building skills as required.
- Develop and evaluate sponsorship activation opportunities from the value perspective of the consumer, property and buyer.
- Create professional and persuasive written, digital and other presentation formats using industry standard software.
- Analyze and interpret marketing activities using criteria related to sales forecasting, budgeting, financial health and performance metrics.
Tuition & Fees
Domestic Tuition
Additional Costs
* Amounts listed are the total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2022. Fees are subject to change for programs starting in Fall 2023 and at later dates.
† This program includes one work experience semester. The tuition fee for this program does NOT include the cost of the Work Experience semester. The Work Experience fee of $500 covers the cost of the Work Experience Preparation course and work experience semester.
Financial Assistance
This program is approved for OSAP funding, provided the applicant meets OSAP eligibility criteria.
Disclaimer: The information contained in this website 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 fee requirements.
Admission Requirements
College advanced diploma (three-year) or bachelor's degree or demonstrated relevant work experience (resumé and references required).
English Language 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. In addition, applicants who are considered for admission to the program based solely on their work experience will be required to provide proof of English proficiency at the college level, and may be required to write the George Brown College English admission assessment.
Please review our English proficiency requirements.
Course Exemptions
Some college and university credits may qualify you for exemptions. Please visit our transfer guide for more information.
International (Visa) Students
Visit the International Admissions page for more information.
How to Apply
Domestic students should apply through Ontario Colleges.
Contact Us
Information Sessions
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, and experience what it is like to be in a George Brown College classroom. Sign up for an upcoming session.
Domestic Student Admissions
For inquiries about domestic admission requirements, admission deadlines, or the admissions process, please contact the Admissions Office at admissions@georgebrown.ca or visit the Admissions section.
International Student Admissions
Contact one of our international recruitment representatives specializing by country of origin by either booking a virtual meeting or submitting an inquiry. For more information visit the International Contact Us page.
Fees and Financial Information
For inquiries about OSAP, Bursaries, Scholarships and other financial inquiries, please contact the Financial Aid Office at FinAid@georgebrown.ca or visit the Financial Aid section.
Entry Advising
For advice on the various program options and which program might be best suited for you, make an appointment to see an Entry Advisor. Please review these frequently asked questions.
Centre for Business
For questions regarding programs at the Centre for Business or if you require more information, please do not hesitate to contact us. Our knowledgeable staff are available to assist you.
For general inquiries, please contact the Centre for Business:
Email: business@georgebrown.ca
Phone: (416) 415-5000 ext. 2160
Sport & Event Marketing (B420)
For inquiries related to this program (for example, course-specific information) please contact the program co-ordinator:
Peter Widdis, Program Co-ordinator Email: pwiddis@georgebrown.ca
John Peco, Chair, School of Marketing Email: john.peco@georgebrown.ca
Visit Our Campus
This program is offered out of our School of Marketing and classes are offered fully online, in scheduled, live sessions.
Campus tours Take our virtual tour.
