Graduate Certificate - Sports, Entertainment & Event Marketing

The Sports, Entertainment & Event Marketing graduate certificate is an eight-month postgraduate program in marketing for live and entertainment properties, with a field placement.

Coursework covers sponsorship valuation, sales and activation, ticketing and membership strategy, fan and audience engagement, event marketing and promotion, brand partnerships and endorsement, digital and social marketing for entertainment properties, media rights fundamentals, hospitality and premium experiences, and measurement of sponsorship and event return, with a placement in the industry.

Sponsorship sales is the commercially serious part and the function that hires most reliably — sport and entertainment properties live on partnership revenue, and people who can sell and service partnerships progress fastest. Hiring in this sector is relationship-driven, so the placement is not an add-on to this credential; it is the main mechanism through which it produces a job.

The field placement is a graded part of the program, so you finish with documented Canadian experience and a referee rather than only a transcript.

Newnham is Seneca’s largest campus, on Finch Avenue East in North York, with its own residence, library, athletic centre and specialised technical labs. It sits on the TTC network with subway connections, and carries the bulk of Seneca’s business, technology and engineering catalogue — which means the widest range of student clubs, services and peers of any Seneca site.

Seneca Polytechnic — formerly Seneca College — is one of Ontario’s largest public colleges and a Designated Learning Institution. Newnham is its biggest campus, on Finch Avenue East in North York, and carries the bulk of Seneca’s business, technology, engineering technology, aviation and applied science catalogue. It has its own residence, a large library and athletic centre, and sits on the TTC network with connections to the subway.

Its field maps to CIP 52.1401 (Marketing). Important: this is a college credential rather than a degree, so it is not exempt from the November 2024 PGWP field-of-study restriction — eligibility depends on this CIP field appearing on IRCC’s eligible list when you apply. Seneca publishes a PGWP-eligible program list; check it, and confirm with an Apply Study Visa counsellor before committing. IRCC makes the final decision.