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About This Certificate
Credit
Get ready to hit the ground running.
A Certificate in Applied Marketing will provide you with the ability to develop marketing strategies, apply digital tools and concepts, create digital campaigns, and build your professional network. You’ll then be able to employ the hands-on experience you earned
in the classroom in real-life situations and events.
The program is designed to enable you to:
- Develop a marketing plan
- Interpret statistical data
- Plan, execute, and manage a digital media campaign
- Prepare a product for international export
- Integrate advertising, publicity, promotion, and sponsorship
Applicants must hold a CEGEP diploma (DCS, DEC or equivalent).
Applicants who do not have the normal academic background for admission but are
21 years of age and older may be admitted as mature students.
Applicants between 18 and 21 years of age who do not have a CEGEP diploma but have at least a high school leaving certificate may be accepted into a qualifying
program (a copy of the certificate must be provided).
All students applying to Career and Professional Development undergraduate
programs must be proficient in English.
Courses & Workshops
Required Courses
CMRK 200 Fundamentals of Marketing (3 credits)
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.
CMRK 225 Marketing Statistics and Research.
(3 credits)
In-class, Part-time
Winter 2019, Fall 2019, Winter 2020
Basic statistics for marketing research. Qualitative and quantitative data collection techniques, traditional and digital. Use of secondary on-line data: determining reliability, interpretation, analysis.
CMRK 235 Digital Media Marketing.
(3 credits)
Fall 2019
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.
CMRK 320 Principles of Consumer Behaviour.
(3 credits)
In-class, Part-time
Winter 2019, Winter 2020
Foundational and emerging concepts of consumer behavior. 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.
CMRK 321 Integrated Marketing Communications.
(3 credits)
In-class, Part-time
Winter 2019, Winter 2020
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
CMRK 322 Basics of Service Marketing.
(3 credits)
In-class, Part-time
Winter 2019, Winter 2020
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.
CMRK 325 Global Marketing.
(3 credits)
In-class, Part-time
Winter 2019, Winter 2020
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.
CMRK 430 Marketing Applications.
(3 credits)
Spring/Summer 2020
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.
CPRL 221 Professional Communication and Networking.
(3 credits)
Winter 2019, Fall 2019, Winter 2020, Spring/Summer 2020
Fundamental theories and practices of communication and networking (internal and external) in the workplace. Writing, speaking, presentation and team interaction skills.
Required Courses
CGMG 318 Selling Models and Business Negotiation.
(3 credits)
Winter 2019, Fall 2019
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.
Contacts
Nicolette Papastefanou
Undergraduate Programs and Graduate Programs
