Sport and Event Marketing Program (Postgraduate) (B400)
Program Description
Program Overview
The Sport and Event Marketing graduate certificate program provides students with the knowledge and skills employers seek in sports, arts and entertainment, and not-for-profit marketing careers. Join like-minded students in downtown Toronto as you learn to examine and apply sport and event marketing best practices, strategies, tactics, tools and techniques.
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 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
Required Courses
In order to graduate from the B400 program, you need to complete the following 13 mandatory courses and 1 work experience term.
SEMESTER 1
| Code | Course Title |
|---|---|
| BUS 4000 | Work Experience Prep Course |
| COMP 1110 | Computer Applications for Marketing |
| MARK 1027 | Marketing Management |
| MARK 4005 | Applied Business Communications |
| MARK 4030 | Sports and Event Marketing Seminar |
| SPMK 4002 | Event Planning and Management I |
| SPMK 4014 | Principles of Sport & Event Marketing I |
SEMESTER 2
| Code | Course Title |
|---|---|
| MARK 2044 | Principles of Marketing Research |
| MARK 4012 | Marketing Metrics |
| MARK 4025 | IMC & Digital Media Fundamentals |
| SPMK 4007 | Event Planning & Management II |
| SPMK 4017 | Non-Profit and Cause-Related Marketing |
| SPMK 4018 | Principles of Sport & Event Marketing II |
Work Experience Term
| Code | Course Title |
|---|---|
| BAWT 4001 | Academic Work Term |
| COOP 4001 | Work Experience (CO-OP) |
| INTN 4001 | Work Experience (Internship) |
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
International 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 2024. Fees are subject to change for programs starting in Fall 2025 and at later dates.
** Amounts listed are the estimated total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2025. Tuition fees are subject to board approval. Material, student service and ancillary fees are estimated based on prior years. All fees are subject to change without notice.
† 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.
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 web pages 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.
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 diploma (two-year) 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 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 College Online Application System.
Contact Us
Information Sessions
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 (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
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.
Campus tours are offered on a regular basis. Sign up today! You can also take our virtual tour.
Social Channels:
Sport and Event Marketing Program (Postgraduate) (B400)
Program Description
Program Overview
The Sport and Event Marketing graduate certificate program provides students with the knowledge and skills employers seek in sports, arts and entertainment and not-for-profit marketing careers. Join like-minded students in downtown Toronto as you learn to examine and apply sport and event marketing best practices, strategies, tactics, tools, and techniques.
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 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
Required Courses
In order to graduate from the B400 program, you need to complete the following 13 mandatory courses and 1 work experience term.
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 Seminar | 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 | Non-Profit 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
International 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.
** Amounts listed are the estimated total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2024. Tuition fees are subject to board approval. Material, student service and ancillary fees are estimated based on prior years. All fees are subject to change without notice. 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.
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.
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 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 College Online Application System.
Contact Us
Information Sessions
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 (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
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.
