Certificate in Applied Marketing

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McGill SCS Certificate in Applied Marketing

The Certificate in Applied Marketing provides a practical foundation in marketing, analytics, and digital communications. Designed for individuals seeking to build or strengthen their marketing expertise, the program combines core marketing concepts with real-world applications in business, industry, and non-profit organizations.

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Type: Certificate

Courses: 10

Credits: 30

Schedule: Full-time or Part-time

Time: Weekday evenings

Delivery: In-person

Unit: Global and Strategic Communication

Questions? studentsuccess.scs [at] mcgill.ca

Key Features

The Certificate in Applied Marketing offers a comprehensive introduction to the principles and practices of modern marketing. The curriculum combines foundational marketing knowledge with digital tools and consumer insights, helping learners develop a thorough understanding of contemporary practice.

The program emphasizes both analytical and creative approaches, preparing learners to develop effective campaigns and support organizational objectives.

A capstone course provides opportunities to apply knowledge and skills through marketing planning, case analysis, simulations, and problem-solving activities.

Learning Outcomes

This program will enable you to:

Develop marketing strategies and integrated marketing communications strategies
Analyze market research, consumer insights, and marketing data to support decision-making
Plan and manage multi-channel digital marketing campaigns
Evaluate market opportunities in domestic and international contexts
Communicate and negotiate effectively with customers, partners, and other stakeholders

Career Opportunities

Graduates of this program will be well-positioned for roles such as:

Marketing Coordinator
Digital Marketing Specialist
Market Research Analyst
Marketing Communications Coordinator
Content Marketing Specialist
Social Media Manager

Who Should Apply

This program is a good fit for you if you are:

Embarking on or advancing a career in marketing or related business functions
Strengthening your marketing and digital marketing expertise
Looking to add marketing skills to your professional skill set

Program Courses

Applied Marketing (Cert.) (30 credits)

Offered by: Global & Strategic Comm.
Program credit weight: 30

Program Description

The Certificate in Applied Marketing is intended for students who wish to acquire basic knowledge of the marketing field that will allow them to aspire to entry-level positions in business, industry, and not-for-profit organizations. It will introduce students to theories and concepts of marketing, and provide an opportunity to apply these in practical situations.

Required Courses (30 credits)

Course List
Course	Title	Credits
CGMG 318	Selling Models and Business Negotiation.	3
Selling Models and Business Negotiation. Terms offered: Fall 2026 Application of selling models to effectively harness digital media to convert online prospects into customers and retain them using Internet resources. Strategies to build long-term partnerships with online and traditional customers and promote new ventures through search engine optimisation (SEO) to achieve business and marketing objectives. Application and practice of the business negotiation process and strategies for traditional and online stakeholders. See course page for more information
CMRK 200	Fundamentals of Marketing.	3
Fundamentals of Marketing. Terms offered: Fall 2026, Winter 2027 Fundamental theories and principles of strategic marketing. Role of the marketing professional in the corporate environment. Applications of marketing practices to new businesses. Development of a marketing plan. See course page for more information
CMRK 225	Marketing Statistics and Research.	3
Marketing Statistics and Research. Terms offered: Fall 2026 Basic statistics for marketing research. Qualitative and quantitative data collection techniques, traditional and digital. Use of secondary on-line data: determining reliability, interpretation, analysis. See course page for more information
CMRK 235	Digital Media Marketing.	3
Digital Media Marketing. Terms offered: Fall 2026 Electronic marketplaces and their evolving role in Internet business. New channels of marketing, including social media, advertising and communication. Planning, executing, and managing e-commerce. Web analytics, customer analysis, search engine optimization, search engine marketing and issues of permission and privacy. See course page for more information
CMRK 320	Principles of Consumer Behaviour.	3
Principles of Consumer Behaviour. Terms offered: Winter 2027 Foundational and emerging concepts of consumer behaviour. Perception, learning, attitude formation and change, decision-making, social influences, motivations, values, lifestyle, geo-demographics and the dynamics of reference groups in social media. Ethical and responsible use of digital marketing tools. See course page for more information
CMRK 321	Integrated Marketing Communications.	3
Integrated Marketing Communications. Terms offered: Winter 2027 Marketing communications mix: advertising (in both traditional and digital media), publicity, promotion, creative tactics, direct marketing, marketing-oriented public relations, buzz creation, and sponsorships. Communication theory and ethical practice. Use and effects of social media See course page for more information
CMRK 322	Basics of Service Marketing.	3
Basics of Service Marketing. Terms offered: Winter 2027 Differences between marketing of products and of services. Marketing mix for service business. Balance of supply and demand. Permissible nature of a service in relation to time. Value and quality of services. Managing service operations. Customer satisfaction. See course page for more information
CMRK 325	Global Marketing.	3
Global Marketing. Terms offered: Winter 2027 Issues faced by businesses when entering and operating in foreign markets: changes in product, pricing, channels, and communications policies. Export marketing in the Canadian context. See course page for more information
CMRK 430	Marketing Applications.	3
Marketing Applications. Terms offered: Summer 2026 Integrative, capstone course: cultivating skills and techniques required for effective marketing planning. Application of theories and skills learned in previous courses. Situational analysis and problem-solving skills. Cases and marketing simulation. See course page for more information
CPRL 221	Professional Communication and Networking.	3
Professional Communication and Networking. Terms offered: Summer 2026, Fall 2026 Fundamental theories and practices of communication and networking (internal and external) in the workplace. Writing, speaking, presentation and team interaction skills. See course page for more information

Admission Requirements

Applicants must hold a CEGEP diploma (DCS, DEC, or equivalent).
Applicants who do not have the required academic background for admission but are 21 years of age or older may be admitted as mature students.
Applicants between 18 and 21 years of age without a CEGEP diploma but with at least a high school leaving certificate may be accepted into a qualifying program.
Applicants must provide proof of English language proficiency.