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Program Requirements

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

• CGMG 318 Selling Models and Business Negotiation (3 credits)

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

  Overview

  General Management : 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.

  Terms: Fall 2024

  Instructors: Sacksner, Jeffrey (Fall)

• CMRK 200 Fundamentals of Marketing (3 credits)

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

  Overview

  CMRK : 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.

  Terms: Fall 2024, Winter 2025

  Instructors: Royce, Charles (Fall) Bierbrier, Charles (Winter)

• CMRK 225 Marketing Statistics and Research (3 credits)

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

  Overview

  CMRK : Basic statistics for marketing research. Qualitative and quantitative data collection techniques, traditional and digital. Use of secondary on-line data: determining reliability, interpretation, analysis.

  Terms: Fall 2024

  Instructors: Di Luzio, Linda (Fall)

  • Corequisite: CMRK 200

• CMRK 235 Digital Media Marketing (3 credits)

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

  Overview

  CMRK : 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.

  Terms: Fall 2024

  Instructors: Gardner Gregory, Kevin (Fall)

  • Corequisite: CMRK 200

• CMRK 320 Principles of Consumer Behaviour (3 credits)

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

  Overview

  CMRK : 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.

  Terms: Winter 2025

  Instructors: Gardner Gregory, Kevin (Winter)

  • Prerequisites: CMRK 200 and CMRK 225.

• CMRK 321 Integrated Marketing Communications (3 credits)

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

  Overview

  CMRK : 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

  Terms: Winter 2025

  Instructors: Mirshak, Paul (Winter)

  • Prerequisites: CMRK 200 and CMRK 225.

• CMRK 322 Basics of Service Marketing (3 credits)

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

  Overview

  CMRK : 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.

  Terms: Winter 2025

  Instructors: Letovsky, Steven (Winter)

  • Prerequisites: CMRK 200 and CMRK 225.

• CMRK 325 Global Marketing (3 credits)

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

  Overview

  CMRK : 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.

  Terms: Winter 2025

  Instructors: Bierbrier, Charles (Winter)

  • Prerequisites: CMRK 200 and CMRK 225.

• CMRK 430 Marketing Applications (3 credits)

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

  Overview

  CMRK : 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.

  Terms: This course is not scheduled for the 2024-2025 academic year.

  Instructors: There are no professors associated with this course for the 2024-2025 academic year.

  • Prerequisites: CMRK 200, CMRK 225, CMRK 235, CMRK 320, CMRK 321, CMRK 322, CMRK 325, CPRL 221 and (CMRK 230 or CGMG 318)

• CPRL 221 Professional Communication and Networking (3 credits)

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

  Overview

  Public Relations : Fundamental theories and practices of communication and networking (internal and external) in the workplace. Writing, speaking, presentation and team interaction skills.

  Terms: Fall 2024

  Instructors: Walsh, Brendan (Fall)