COURSE CURRICULUM

The Sports, Entertainment & Event Marketing graduate certificate program is structured over two semesters, providing students with a comprehensive blend of strategic, creative and analytical skills needed to succeed in the sports, entertainment and events industry. In the first semester, students take Esports Experience and Culture of Gaming, Event Marketing Strategy, Sports Marketing, Event Project Management, Event Financial Management and Event Digital Marketing Strategy, gaining foundational knowledge in marketing principles, event planning, budgeting, project coordination and the growing influence of esports and digital engagement. The second semester builds on this foundation with courses such as Entertainment Marketing, Digital Media Applications, Brand Activation and Experiential Marketing, Sponsorship Strategy, Event Analytics and Consumer Behavior and The Event Experience, offering advanced insight into audience engagement, brand integration, data-driven decision-making and the creation of immersive event experiences. Students also complete Work Term Preparation and have the option to participate in a Work-Integrated Learning term through SEM441, gaining hands-on industry experience in sports, entertainment, arts or live events. With flexible course delivery across semesters, the program equips graduates with the strategic marketing expertise, project management skills and industry awareness required to excel in diverse roles within this dynamic and rapidly growing field.