Event Marketing - Sports, Entertainment, Arts

Program Description

Event Marketing is one of the fastest growing fields of marketing. It is all about “creating experiences” and is becoming a much more sophisticated discipline as corporations and organizations recognize the need to integrate events into the traditional marketing mix. It is currently a multi–billion dollar industry in North America.

This program will be of interest to individuals seeking enhanced knowledge and training in this specialized and growing field. Career opportunities exist in the many facets of the event industry; sports, entertainment, community events, entertainment, attractions corporate and shopping centre marketing departments, advertising agencies, charitable organizations, community–relations departments, expos, conferences, festivals, and the arts. Furthermore, the program will appeal to individuals responsible for event marketing activities within their current job and who are looking to expand their career choices within the field.

The Seneca Event team of faculty and staff are event industry focused and deliver experiential engagement in a challenging and lively manner. Event students at Seneca experience first– hand unique experiential learning classes: both in the field and in the classroom. Students receive real–world experiences from classroom workshops and live events that will enhance their knowledge, expertise, and experience in the various facets of events. These include: sports marketing, event logistics, event management, event co–ordination, promotion, sponsorship, human resources, media applications, cause–related marketing, arts and culture, festivals and expos.

The co–op experience provided enables students to develop their personal network of contacts and make them job–ready upon graduation. The experience–based curriculum puts students in the driver's seat as they learn by doing, guided by dedicated faculty and industry partners.

Benefits to students: a unique learning experience in which students are able to:

• apply classroom knowledge to solving real business problems;
• work co–operatively in interdisciplinary teams;
• gain greater self–esteem and self–confidence from interacting with event clients and event partners;
• gain job–ready skills and industry know how through extensive hands–on opportunities in the event world;
• learn in a non–traditional manner;
• benefit from direct Industry partners mentoring;
• develop personal team, followership and leadership skills.

Event Kit

Students are expected to purchase an event kit that includes access to certification programs, subject equipment, clothing, networking supplies and behind the scenes event excursions.

Program Learning Outcomes:

This Seneca College program meets the system-wide standards as set by the Ministry of Training, Colleges and Universities.

As a graduate, you will be prepared to reliably demonstrate the ability to:

• Apply accepted procedures for conducting an environmental analysis, research and forecasting to identify the market demand for sports, entertainment and arts events.
• Analyze, summarize, develop and design requisite elements for events and exhibits by linking an event to a themed activity developed to create an experience for the consumer.
• Participate in the development of original visual and audio media materials using digital media to market sports, entertainment and arts events.
• Identify, select, implement and assess media relations using appropriate techniques and channels for public relations, media kits, advertising, and promotion for sports, entertainment and arts events and exhibitions.
• Develop and implement financial initiatives based on event objectives by using methods such as sponsorship programs, applications for grants and subsidies and fundraising initiatives.
• Plan and market events at both the operational and organizational level by effectively participating in a team environment.
• Plan, utilize and assess strategies for effective management of human resources (including, peers, subordinates, and) volunteers during preparation and execution of sports, entertainment and arts events and exhibitions.
• Construct financial plans to develop cost-effective campaigns and projects by applying suitable strategies and techniques for managing projects within budget allocations to achieve organizational profit/operating goals.
• Devise strategic and annual marketing plans keyed to the way specific products, services, and experiences are marketed and distributed to satisfy the needs of specific customer groups, over long-range, mid-range, and short-term planning horizons.
• Plan events within regulatory constraints regarding liability and risk in event management with respect to legal and regulatory requirements for facilities, employees, and insurance coverage relative to the specific sector.
• Conceive, produce, and present event marketing proposals for sports, entertainment and arts events and exhibits.
• Identify and utilize communications channels and media based on appropriate criteria with respect to marketing and communications planning, execution and post event evaluation.
• Evaluate event experiences through a variety of formal and informal methods.
• Utilize and apply well developed interpersonal skills, professional business etiquette and conduct, including an awareness of the dimensions of diversity and multicultural issues in internal and external settings.

Admission Requirements

Program Eligibility

• A two or three–year diploma or recognized degree from an accredited institution, or an acceptable combination of related work experience.
• English proficiency at the college level.

The Importance of Learning Skills:

Student success in college requires well developed learning skills (such as being able to work independently, participate in a team, be well-organized, develop good work habits, and show initiative). These skills are as important as prior academic achievement. While it is expected that applicants would have developed these skills through previous education and life experiences, Seneca offers support to assist students with further development of these important skills. Seminars, workshops and tutoring are available at Seneca's Learning Centres.

Fees

Loading Tuition Costs

Your Career

Learn how to create extraordinary experiences through marketing and managing events in sports, entertainment and arts. You will be equipped to build value with customers and creatively communicate ideas to specific target audiences. This program is designed to teach you practical strategies that will assist you with strategically conceiving, producing, presenting, executing and evaluating event concepts – from start to finish. You will receive real life experience from classroom workshops, industry partners, and event placements. While the event industry is not your typical Monday to Friday career, you are expected to be committed to the philosophy of being available on weekends and evenings to prepare for the dynamic and exciting world of events.

Professional Affiliations, Industry Associations, Events, and Partnerships

• American Marketing Association
• Annual United Way Stair Climb
• Canada Running Series
• Canadian Sponsorship Report Summit
• Canadian Marketing Association
• International Special Events Society
• Seneca Varsity Sports
• York Region Arts Council

Professional Certifications

Students will be certified in:

• Cardio-pulmonary Resuscitation
• Dine Like a Diplomat
• SmartServe
• Standard first aid

Curriculum

Contact Us

Apply Online

• Canadian Students
• International Students