Advanced Marketing (Gr. Cert.) (15 credits)
Offered by: Global & Strategic Comm.
Program credit weight: 15
Program Description
The 15-credit Graduate Certificate in Advanced Marketing focuses on the competencies needed to conceptualize, implement, and measure integrated marketing strategies based on consumer wants and needs. Exploration of strategic marketing including integrated marketing communications, consumer behaviour, marketing strategy, services marketing, digital marketing, and marketing research and reporting. This program is open to those who have successfully completed McGill University’s Graduate Certificate in Marketing offered by the School of Continuing Studies.
Note: For information about Fall 2025 and Winter 2026 course offerings, please check back on May 8, 2025. Until then, the "Terms offered" field will appear blank for most courses while the class schedule is being finalized.
Required Courses (9 credits)
| Course | Title | Credits |
|---|---|---|
| CRM2 664 | 3 | |
Terms offered: this course is not currently offered. | ||
| CRM2 668 | 3 | |
Terms offered: this course is not currently offered. | ||
| CRM2 691 | 3 | |
Terms offered: this course is not currently offered. | ||
Complementary Courses (6 credits)
6 credits from:
| Course | Title | Credits |
|---|---|---|
| CGM2 520 | Sales Management and Negotiation Strategies. | 3 |
Sales Management and Negotiation Strategies. Terms offered: this course is not currently offered. 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. | ||
| CMR2 643 | Marketing of Services. | 3 |
Marketing of Services. Terms offered: this course is not currently offered. 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. | ||
| CMR2 648 | Marketing Research and Reporting. | 3 |
Marketing Research and Reporting. Terms offered: this course is not currently offered. 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. | ||
| CMR2 650 | Digital Marketing Management. | 3 |
Digital Marketing Management. Terms offered: this course is not currently offered. 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. | ||
| CPL2 610 | Practical Communication and Presentation Skills . | 3 |
Practical Communication and Presentation Skills . Terms offered: Summer 2025 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. | ||
| CPRL 610 | Public Relations Fundamentals and Theory . | 3 |
Public Relations Fundamentals and Theory . Terms offered: this course is not currently offered. 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. | ||
Or another 600-level course offered by the School of Continuing Studies approved by the academic unit.