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.
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 (30 credits)
| Course | Title | Credits |
|---|---|---|
| CGMG 318 | Selling Models and Business Negotiation. | 3 |
Selling Models and Business Negotiation. Terms offered: this course is not currently offered. 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. | ||
| CMRK 200 | Fundamentals of Marketing. | 3 |
Fundamentals of Marketing. Terms offered: this course is not currently offered. 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 |
Marketing Statistics and Research. Terms offered: this course is not currently offered. 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 |
Digital Media Marketing. Terms offered: this course is not currently offered. 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 |
Principles of Consumer Behaviour. Terms offered: this course is not currently offered. 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. | ||
| CMRK 321 | Integrated Marketing Communications. | 3 |
Integrated Marketing Communications. Terms offered: this course is not currently offered. 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 |
Basics of Service Marketing. Terms offered: this course is not currently offered. 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 |
Global Marketing. Terms offered: this course is not currently offered. 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 |
Marketing Applications. Terms offered: Summer 2025 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 |
Professional Communication and Networking. Terms offered: Summer 2025 Fundamental theories and practices of communication and networking (internal and external) in the workplace. Writing, speaking, presentation and team interaction skills. | ||