George Brown Polytechnic is located on the traditional territory of the Mississaugas of the Credit First Nation and other Indigenous peoples who have lived here over time. We are grateful to share this land as treaty people who learn, work and live in the community with each other.
Sport and Event Marketing
(Postgraduate) (B400)
Program Details
- Program Code: B400
- Credential: Ontario College Graduate Certificate
- Duration: 12 months (2 semesters in-class, 1 semester work experience)
- Method of Study: Full-time
- Starting Months: January, May, September
- Domestic Tuition: $4,310.00 *†
- International Tuition: $17,774.00 **†
Program Availability
| Semester | Domestic | International |
|---|---|---|
| Fall 2023 | Closed | Closed |
| Winter 2024 | Closed | Closed |
| Spring 2024 | Closed | Closed |
- Work-Integrated Learning:
Work Experience (Co-op or Internship) Required
- PGWP Eligible: No
Get answers to your questions
Book info sessionProgram Description
Program Overview
The Sport and Event Marketing graduate certificate program in Toronto 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.
Full Description
For over 25 years, the Sport and Event Marketing graduate 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, 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 in a fully online format (which may not be suitable for international students based on student visa requirements). Students who wish to apply for the Sport and Event Marketing Online Postgraduate program, should apply to B420.
This Centre for Business program is part of our School of Marketing.
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." Read more about Dan MacKenzie in our Alumni Stories. — Dan MacKenzie (Graduate 1997, Sport and Event Marketing), vice-president & 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.
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
Courses
Semester 1
| Code | Course Name |
|---|---|
| BUS 4000 | Work Experience Preparation |
| COMP1110 | Computer Applications for Marketing |
| MARK1027 | Marketing Management |
| MARK4005 | Applied Business Communication |
| MARK4030 | Sport and Event Marketing Seminar Series |
| SPMK4002 | Event Planning and Management I |
| SPMK4014 | Principles of Sport and Event Marketing I |
Semester 2
| Code | Course Name |
|---|---|
| MARK2044 | Principles of Marketing Research |
| MARK4012 | Marketing Metrics |
| MARK4025 | Imc & Digital Media Fundamentals |
| SPMK4007 | Event Planning and Management II |
| SPMK4017 | Non-Profit and Cause Related Marketing |
| SPMK4018 | Principles of Sport and Event Marketing II |
Co-op Placement
| Code | Course Name |
|---|---|
| COOP4001 | Work Experience (Coop) |
Course Outline URL
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
$4,310.00 *†
International Tuition
$17,774.00 **†
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.
** Amounts listed are the 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 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.
International Students
Visit the International Fees and Related Costs page for more information.
Financial Assistance
Each year we award over $2 million dollars in scholarships, awards and bursaries to first-year students. Check out our financial aid webpages for ways to pay for college and the full list of available scholarships, awards and bursaries.
This program is approved for OSAP funding, provided the applicant meets OSAP eligibility criteria.
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.
International Students
Visit the International Admissions page for more information regarding country specific admission requirements.
How to Apply
Domestic students should apply through Ontario Colleges.
International Students
Visit the How to Apply page for more information on how and when to apply.
International students should apply through the George Brown Polytechnic Online Application System.
Contact Us
Sport & Event Marketing (B400)
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
International Students
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
Visit Our Campus
This program is offered out of our School of Marketing and classes usually take place at our St. James Campus, mainly at 200 King St. E., and 290 Adelaide St. E., Toronto, Ontario, Canada.
Campus tours are offered on a regular basis. Sign up today! You can also take our virtual tour.
Social Channels:
Program Description
Program Overview
The Sport and Event Marketing graduate certificate program in Toronto 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.
Full Description
For over 25 years, the Sport and Event Marketing graduate 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, 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 in a fully online format (which may not be suitable for international students based on student visa requirements). Students who wish to apply for the Sport and Event Marketing Online Postgraduate program, should apply to B420.
This Centre for Business program is part of our School of Marketing.
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." Read more about Dan MacKenzie in our Alumni Stories. — Dan MacKenzie (Graduate 1997, Sport and Event Marketing), vice-president & 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.
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
Courses
Semester 1
| Code | Course Name |
|---|---|
| BUS 4000 | Work Experience Preparation |
| COMP1110 | Computer Applications for Marketing |
| MARK1027 | Marketing Management |
| MARK4005 | Applied Business Communication |
| MARK4030 | Sport and Event Marketing Seminar Series |
| SPMK4002 | Event Planning and Management I |
| SPMK4014 | Principles of Sport and Event Marketing I |
Semester 2
| Code | Course Name |
|---|---|
| MARK2044 | Principles of Marketing Research |
| MARK4012 | Marketing Metrics |
| MARK4025 | Imc & Digital Media Fundamentals |
| SPMK4007 | Event Planning and Management II |
| SPMK4017 | Non-Profit and Cause Related Marketing |
| SPMK4018 | Principles of Sport and Event Marketing II |
Co-op Placement
| Code | Course Name |
|---|---|
| COOP4001 | Work Experience (Coop) |
Course Outline URL
Tuition & Fees
Domestic Tuition
$4,310.00 *†
International Tuition
$17,774.00 **†
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.
** Amounts listed are the 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 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.
International Students
Visit the International Fees and Related Costs page for more information.
Financial Assistance
Each year we award over $2 million dollars in scholarships, awards and bursaries to first-year students. Check out our financial aid webpages for ways to pay for college and the full list of available scholarships, awards and bursaries.
This program is approved for OSAP funding, provided the applicant meets OSAP eligibility criteria.
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.
International Students
Visit the International Admissions page for more information regarding country specific admission requirements.
How to Apply
Domestic students should apply through Ontario Colleges.
International Students
Visit the How to Apply page for more information on how and when to apply.
International students should apply through the George Brown Polytechnic Online Application System.
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.
Contact Us
Sport & Event Marketing (B400)
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
International Students
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
Visit Our Campus
This program is offered out of our School of Marketing and classes usually take place at our St. James Campus, mainly at 200 King St. E., and 290 Adelaide St. E., Toronto, Ontario, Canada.
Campus tours are offered on a regular basis. Sign up today! You can also take our virtual tour.
Social Channels:
Visit St. James Campus
Book campus tourGet answers to your questions
Book info sessionVisit St. James Campus
Our Virtual Tour showcases the following areas:
- Campus Facilities
- Student Services
- Applied Learning Environments
- Labs & Classrooms
Sport and Event Marketing
(Postgraduate) (B400)
Program Details
- Program Code: B400
- Credential: Ontario College Graduate Certificate
- Duration: 12 months (2 semesters in-class, 1 semester work experience)
- Method of Study: Full-time
- Starting Months: January, May, September
- Domestic Tuition: $4,311.00 *†
- International Tuition: $17,347.00 **†
Program Availability
| Semester | Domestic | International |
|---|---|---|
| Fall 2022 | Closed | Closed |
| Winter 2023 | Closed | Closed |
| Spring 2023 | Closed | Closed |
- Work-Integrated Learning:
Work Experience (Co-op or Internship) Required
- PGWP Eligible: No
Get answers to your questions
Book info sessionProgram Description
Program Overview
The Sport and Event Marketing graduate certificate program in Toronto 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.
Full Description
For over 25 years, the Sport and Event Marketing graduate 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
- Primetime Sports Case Competition
This program is also offered in a fully online format. Students who wish to apply for the Sport and Event Marketing Online Postgraduate program, should apply to B420.
This Centre for Business program is part of our School of Marketing.
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.
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." Read more about Dan MacKenzie in our Alumni Stories. — Dan MacKenzie (Graduate 1997, Sport and Event Marketing), Vice-President & 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
Semester 1
| Code | Course Name |
|---|---|
| BUS 4000 | Work Experience Preparation |
| COMP1110 | Computer Applications for Marketing |
| MARK1027 | Marketing Management |
| MARK4005 | Applied Business Communication |
| MARK4030 | Sport and Event Marketing Seminar Series |
| SPMK4002 | Event Planning and Management I |
| SPMK4014 | Principles of Sport and Event Marketing I |
Semester 2
| Code | Course Name |
|---|---|
| MARK2044 | Principles of Marketing Research |
| MARK4012 | Marketing Metrics |
| MARK4025 | Imc & Digital Media Fundamentals |
| SPMK4007 | Event Planning and Management II |
| SPMK4017 | Non-Profit and Cause Related Marketing |
| SPMK4018 | Principles of Sport and Event Marketing II |
Co-op Placement
| Code | Course Name |
|---|---|
| COOP4001 | Work Experience (Coop) |
Course Outline URL
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
$4,311.00 *†
International Tuition
$17,347.00 **†
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 2021. Fees are subject to change for programs starting in Fall 2022 and at later dates.
** 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.
International Students
Visit the International Fees and Related Costs page for more information.
Financial Assistance
This program is approved for OSAP funding, provided the applicant meets OSAP eligibility criteria.
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.
International Students
Visit the International Admissions page for more information regarding country specific admission requirements.
How to Apply
Domestic students should apply through Ontario Colleges.
International Students
Visit the How to Apply page for more information on how and when to apply.
International students should apply through the George Brown Polytechnic Online Application System.
Contact Us
Sport & Event Marketing (B400)
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
International Students
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
Visit Our Campus
This program is offered out of our School of Marketing and classes usually take place at our St. James Campus, mainly at 200 King St. E., and 290 Adelaide St. E., Toronto, Ontario, Canada.
Campus tours are offered on a regular basis. Sign up today! You can also take our virtual tour.
Social Channels:
Program Description
Program Overview
The Sport and Event Marketing graduate certificate program in Toronto 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.
Full Description
For over 25 years, the Sport and Event Marketing graduate 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
- Primetime Sports Case Competition
This program is also offered in a fully online format. Students who wish to apply for the Sport and Event Marketing Online Postgraduate program, should apply to B420.
This Centre for Business program is part of our School of Marketing.
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.
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." Read more about Dan MacKenzie in our Alumni Stories. — Dan MacKenzie (Graduate 1997, Sport and Event Marketing), Vice-President & 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
Semester 1
| Code | Course Name |
|---|---|
| BUS 4000 | Work Experience Preparation |
| COMP1110 | Computer Applications for Marketing |
| MARK1027 | Marketing Management |
| MARK4005 | Applied Business Communication |
| MARK4030 | Sport and Event Marketing Seminar Series |
| SPMK4002 | Event Planning and Management I |
| SPMK4014 | Principles of Sport and Event Marketing I |
Semester 2
| Code | Course Name |
|---|---|
| MARK2044 | Principles of Marketing Research |
| MARK4012 | Marketing Metrics |
| MARK4025 | Imc & Digital Media Fundamentals |
| SPMK4007 | Event Planning and Management II |
| SPMK4017 | Non-Profit and Cause Related Marketing |
| SPMK4018 | Principles of Sport and Event Marketing II |
Co-op Placement
| Code | Course Name |
|---|---|
| COOP4001 | Work Experience (Coop) |
Course Outline URL
Tuition & Fees
Domestic Tuition
$4,311.00 *†
International Tuition
$17,347.00 **†
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 2021. Fees are subject to change for programs starting in Fall 2022 and at later dates.
** 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.
International Students
Visit the International Fees and Related Costs page for more information.
Financial Assistance
This program is approved for OSAP funding, provided the applicant meets OSAP eligibility criteria.
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.
International Students
Visit the International Admissions page for more information regarding country specific admission requirements.
How to Apply
Domestic students should apply through Ontario Colleges.
International Students
Visit the How to Apply page for more information on how and when to apply.
International students should apply through the George Brown Polytechnic Online Application System.
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.
Contact Us
Sport & Event Marketing (B400)
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
International Students
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
Visit Our Campus
This program is offered out of our School of Marketing and classes usually take place at our St. James Campus, mainly at 200 King St. E., and 290 Adelaide St. E., Toronto, Ontario, Canada.
Campus tours are offered on a regular basis. Sign up today! You can also take our virtual tour.
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Our Virtual Tour showcases the following areas:
- Campus Facilities
- Student Services
- Applied Learning Environments
- Labs & Classrooms