Sport and Event Marketing Program (Online) (Postgraduate) (B420)

Program 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

Career Options

Graduates gain transferable skills for starting a career in a growing variety of industries that embrace sport and event marketing practices. These include amateur and professional sport, e-sports, arts and entertainment, consumer products, retail, tourism, hospitality, financial services, technology, special events, not for profit, business consulting, advertising, sponsorship, digital and experiential marketing.

Potential positions may include:

  • Account Manager/Executive
  • Event Coordinator
  • Game Operations Co-ordinator
  • Marketing Co-ordinator
  • Partnerships and Sponsorships Co-ordinator
  • Ticket Sales Co-ordinator

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.

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

Alumni Impact

We are immensely proud of the contributions of our alumni in Toronto and around the globe.
 
From Michelin-starred restaurants to major construction, entertainment, community and financial organizations, our graduates are truly making an impact across a range of industries.

Latest alumni stories 

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