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McGill SCS Graduate Certificate in Advanced Marketing

 

The Graduate Certificate in Advanced Marketing focuses on the competencies needed to conceptualize, implement, and measure integrated marketing strategies based on consumer wants and needs. This program is designed for those working in the field who want to advance their academic background and/or those who have obtained the McGill School of Continuing Studies’ Graduate Certificate in Marketing. It explores areas of strategic marketing including integrated marketing communications, consumer behaviour, marketing strategy, services marketing, digital marketing, and marketing research and reporting. Theoretical and practical, the program gives you the skill set needed to advance your career in a marketing agency, the corporate, government, or non-profit sector, or as a freelancer consultant.

You may also be interested in McGill SCS Graduate Certificate in Marketing

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Type:   Graduate Certificate
Courses:   5
Credits:   15
Schedule:   Full time or Part time
Time: Weekday evenings and Saturdays
Delivery:   In-person
Unit:  Global and Strategic Communication
Questions?   info.conted [at] mcgill.ca

 


                                     

Canadian Association of Marketing Professionals (CAMP)

McGill SCS students are eligible for a free student membership while they are enrolled in Marketing, PR, or Digital Content programs at the School.

International Association of Business Communicators (IABC)

IABC is a vibrant global membership association serving thousands of professionals in the field of business communications.

 

 

 


Message From the Academic Program Coordinator
 

I look forward to welcoming you to our Graduate Certificate in Advanced Marketing. The program is designed and constantly updated to give you the emerging and continuously evolving knowledge and skills needed to thrive and evolve as a marketing professional in any industry or as a freelancer. This gives you the opportunity to truly follow your career passion. 

Our instructors and learners are a community of people passionate about marketing. We have created a learning environment that is fun, hands-on, engaging, and fulfilling. All our course lecturers are experts and professionals working in the field of marketing. Furthermore, our diverse learner profile renders our classroom environment a place in which to share wide-ranging insights. 

Ultimately, what will you be able to do after completing this program? This program extends the knowledge you already acquired through either completing the Graduate Certificate in Marketing or from your work experience in the field. As such, it hones your skill set in various marketing-related areas including integrated marketing communication, brand management, consumer behaviour, marketing research and analytics, digital marketing, services marketing, and marketing strategy.  

We cannot wait to meet you and help you further advance in your marketing career! 

Dr. Nicolette Papastefanou
Academic Program Coordinator


Key Features
 
  • The program covers the evolving knowledge and skills needed to be a vital asset in the marketing field, including integrated marketing communications, consumer behaviour, digital marketing, marketing research and reporting, sales management, services marketing, and marketing strategy.  
  • All courses focus on honing practical skills (alongside a solid theoretical background) through hands-on workshops, exercises, assessments, and cases.  
  • Networking opportunities are embedded in all courses with industry leaders invited to deliver guest lectures and lively in-class discussions.  
  • Our guest lecturers come from various industries, settings (agency, corporate, non-profit, entertainment, tech, etc.), and work backgrounds. 
  • Our course lecturers are industry practitioners and experts in the marketing field. 

Who Should Apply
 

This program is designed for you if you: 

  • Obtained a Bachelor’s degree (in any discipline), have been working in a marketing-related field for at least two years and want to advance your academic background and knowledge or upskill to further develop in your career as a marketing professional, be promoted to a higher-level position, or start your own freelancing business. 
  • Completed a Graduate Certificate in Marketing and are interested in furthering your knowledge base and skill set by delving into the strategic applications of marketing.  

Learning Outcomes
 

The program is designed to enable you to: 

  • Synthesize, apply, and extend previous learning acquired through either the Graduate Certificate in Marketing or from your related work experience to further your development as a marketing professional 
  • Design and measure a marketing strategy for a real-world case scenario 
  • Apply the theories, principles, and best practices of integrated marketing communication for both online and offline contexts including for the purpose of brand management 
  • Interpret consumer behaviour and apply the principles thereof in a marketing strategy based on collected insights 
  • Design marketing research plans, collect and analyze marketing-related data, and report the findings 
  • Manage all aspects of a digital marketing campaign including social media strategies 
  • Understand the nuances of marketing a service rather than a product 
  • Discover emerging and evolving trends in marketing and apply such knowledge to your practice 

Delivery Format and Schedule
 

This program is offered in person.  

The in-person classes give students the opportunity to have lively discussions, engage in practical workshops, and network with guest lecturers. Classes are scheduled from Mondays to Thursdays (each class is the same day each week) from 6 to 9 p.m., and on Saturday mornings from 9 a.m. to noon.  


Courses
 

Required Courses

CMR2 664 Integrated Marketing Communications (3 credits)
CMR2 668 Buyer Behaviour (3 credits)
CMR2 691 Marketing Strategy (3 credits)


Complementary Courses

6 credits from:
CGM2 520 Sales Management and Negotiation Strategies (3 credits)
CMR2 643 Marketing Services (3 credits)
CMR2 648 Marketing Research and Reporting (3 credits)
CMR2 650 Digital Marketing Management (3 credits)
CPL2 610 Practical Communication and Presentation Skills (3 credits)
CPRL 610 Public Relations Fundamentals and Theory (3 credits)


OR
another 600-level course offered by the School of Continuing Studies and approved by the program adviser or academic unit.



Admission Requirements
 
  1. Applicants must hold a bachelor’s degree from an approved university in any discipline with a minimum Cumulative Grade Point Average (CGPA) of 3.0 out of a possible 4.0, or a Grade Point Average (GPA) of 3.2 out of 4.0 in the last two years of full-time studies.

    * If your CGPA is lower than the above requirement, please submit the following for consideration with your application and official transcript.

    a) Letter of Intent: A letter, one to two pages in length, single-spaced, written in English or French, which addresses the following:

    • basis for interest in the program;
    • your knowledge that would be pertinent to the program;
    • your interest in the field of study and the reasons for applying to our program;
    • plans for integrating the training into your current or future career;
    • a description of your professional experience and its relevance, if applicable, to the program;
    • awards received or other contributions;
    • any additional information relevant to your application.

    b) Curriculum Vitae

    c) Two Letters of Reference: At least one should be from a current or former employer.

  2. In addition, applicants must:

    a) have successfully completed the McGill Graduate Certificate in Marketing

    OR

    b) have a minimum of two years recent, relevant work experience in marketing, and include a letter of intent, curriculum vitae, and two letters of reference with their application.
  3. Applicants must provide proof of English Language proficiency.

Career Spotlight
 

Today, successful organizations are measured by their ability to identify and meet the needs of their target market in a highly competitive environment. The essential aims of marketing operations are to determine the needs of the market through collecting, analyzing, and reporting large volumes of data; translating these needs into products, services, or ideas; and converting consumer demand for them into a desired response. To succeed in this field, you need to be able to understand customer needs through marketing research, product and service development, communication and pricing strategy, digital marketing strategy, and how to market goods and services both online and off. 

People with this skill set are in high demand. The numbers confirm that regionally, employment demand for graduate-level marketing professionals has been increasing an average of 3.81% per month since February 2018, and 3.38% nationally. This indicates strong current and future demand in the field. 

If you are creative, have good analytical and communications skills, and have a good understanding of people, then a career in marketing could be a good choice for you. Whether you are interested in working at an agency, in a corporate or non-profit environment, as a marketing professional you could work in various areas including corporate marketing, marketing research, sales and retail, brand or product marketing, advertising, digital marketing, e-commerce, or customer service management in industries such as healthcare, pharmaceuticals, education, or engineering, among others. 


 ChecklistReady to take the next step?

Be sure to review all the necessary instructions and guidelines to help make your application process smooth and easy.

How to Apply

Application Deadlines

Language Requirements

Financial Aid

Tuition and Fees

International Students

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Need help applying?

Contact us at info.conted [at] mcgill.ca
or call 514-398-6200


Questions about your admission?

Contact us at admissions.scs [at] mcgill.ca
or call 514-398-6200

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