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Program Requirements

The 15-credit Graduate Certificate in Marketing introduces the core competencies of marketing, including evolving marketing principles and theory, market segmentation, marketing research and reporting, digital marketing management, communication and presentation skills, sales and negotiation, and marketing of services.

Required Courses (9 credits)

• CMR2 642 Marketing Principles and Applications (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  Administered by: Graduate Studies

  Overview

  Marketing : Examination of the different aspects of marketing operations: the marketing concept, analysis and research of market opportunities, and the planning, implementation, and control of the marketing program (product, promotion, distribution, and pricing). Focus is on the general market environment and Canadian marketing institutions.

  Terms: Fall 2023, Winter 2024

  Instructors: Royce, Charles (Fall) Letovsky, Steven (Winter)

  • Restriction(s): Not open to students who have taken CMR2 542.

• CMR2 648 Marketing Research and Reporting (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  Overview

  Marketing : Review of statistics, with emphasis on key concepts required to understand and report marketing information. Overview of qualitative and quantitative data collection techniques and interpretation of secondary on-line research. Focus on Facebook and Google analytics and insights.

  Terms: Fall 2023

  Instructors: Letovsky, Steven (Fall)

  • Not open to students who have taken CMR2 548.

• CMR2 650 Digital Marketing Management (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  Overview

  Marketing : Overview of digital and web-based marketing principles and areas such as social media, search engine optimization, search engine marketing, content marketing, email marketing, and e-commerce. Design of digital strategies to drive business growth.

  Terms: Fall 2023

  Instructors: Mottaghi, Hoda (Fall)

Complementary Courses (6 credits)

6 credits from:

• CGM2 520 Sales Management and Negotiation Strategies (3 credits)

  Offered by: Management & Entrepreneurship (School of Continuing Studies)

  Overview

  Management : Application of principles and theories of sales management for large, medium, and small-sized enterprises. Focus on crystallizing a venture’s customer value proposition to develop effective sales strategies to achieve business and marketing objectives. Strategies for personal selling, team selling, and online and offline selling as well as B-to-B and B-to-C models. Business negotiation strategies.

  Terms: Fall 2023

  Instructors: Sacksner, Jeffrey (Fall)

• CMR2 643 Marketing of Services (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  Overview

  Marketing : Review of the concepts, frameworks, and current trends in the marketing of services, including new creative products. Analysis of issues pertaining to the delivery of service excellence, effective communication, the highest quality, and loyalty. Focus is on service marketing in the private and public sectors.

  Terms: Fall 2023

  Instructors: Letovsky, Steven (Fall)

  • Not open to students who have taken CMR2 543.

• CPL2 610 Practical Communication and Presentation Skills (3 credits)

  Offered by: Management & Entrepreneurship (School of Continuing Studies)

  Overview

  Policy : Overview of management skills pertaining to communication and networking in the workplace, including review of one's professional brand and career performance. Focus on preparing and delivering oral presentations for in-person, remote, and hybrid audiences; writing for business purposes such as reports; and creating business-related content for digital media.

  Terms: Winter 2024, Summer 2024

  Instructors: Walsh, Brendan (Winter) Lanctot, François-Olivier (Summer)

  • Restriction(s): Not open to students who have taken CPL2 510.

• CPRL 610 Public Relations Fundamentals and Theory (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  Overview

  Public Relations : Introduction to the field and contexts of public relations. Comprehensive overview and application of the theoretical underpinnings of public relations and communications practice. Focus on systems theories (including complexity and cybernetics), behavioural science and theories of persuasion, public opinion, organizational communication and sensemaking, and organizational culture. Application of public relations theory such as the excellence theory and four models of public relations.

  Terms: Fall 2023

  Instructors: Papastefanou, Nicolette (Fall)

  • Restriction: Not open to students who have taken CPRL 510.

• CPRL 644 Integrated Digital Communications (3 credits)

  Offered by: Global & Strategic Comm. (School of Continuing Studies)

  Overview

  Public Relations : Preparation of an integrated digital communications campaign with specific focus on social media. Practice strategizing, conceptualizing, creating, implementing and measuring social media campaigns for public relations purposes. Creation of content strategies and calendars, and content for social media campaigns. Data collection, measurement and reporting of social and digital media campaigns.

  Terms: Winter 2024

  Instructors: Harrisson-Boudreau, Jean-Philippe (Winter)

  • Corequisites: (CPRL 510 and CPRL 520) or (CPRL 610 and CPRL 620)

Or any other 600-level course offered by the School of Continuing Studies approved by the academic unit.