Marketing Management Ontario College Graduate Certificate
ObjectivesThe program curriculum is largely centred on the case study method of learning where students are required to assess situations and problems, manage ambiguity, develop and justify strategies, and present solutions to their peers and to live clients from industry.
Practical experienceAs a co-operative program, the student spends one year in a related work experience in industry as part of the requirements for graduation.
Entry requirementsUniversity graduates or students holding a diploma or degree in Marketing, Business or a related field who wish to broaden their skills-base in all functional areas of Marketing.
Academic titleMarketing Management Ontario College Graduate Certificate
Course descriptionYear 1
Take all of the following Mandatory Courses:
MGMT-5005 Global Marketing 3.00
MGMT-5007 Primary Market Research 4.00
COMP-5046 Web Design 4.00
MGMT-5016 Consumer Behaviour 3.00
MKTG-5002 Direct Marketing 3.00
MGMT-5037 Search Engine Marketing & Emerging Media 3.00
COMP-5046 - Web Design
Vinton Cerf, the chief Internet evangelist for Google, has stated that the World Wide Web is based on a layered, end-to-end model that allows people at each level of the network to innovate free of any central control. The result is a platform for innovation where years become months and months become weeks. In an environment that continues to evolve at an almost exponential rate, the modern marketer plays a key role in the design, construction, and maintenance of a website. The sheer number of Internet users worldwide, now over one billion, does not guarantee the exposure of a website; that is the marketer’s job. The knowledge base acquired from the completion of this curriculum is no longer specific to IT or web design careers. In this course, marketing students will learn to create and dissect the main component of an SEM campaign: the website. Basic to advanced construction techniques and coding language will be taught using both Notepad and Macromedia Dreamweaver. Students will also acquire skills related to server communication, advanced file management for web storage, planning and promotion of an online presence, and a variety of page functionality and design techniques often used with marketing and e-commerce websites. To further enhance the student’s skill set, basic Internet graphic optimization will also be taught using Macromedia Fireworks. The content in this course is congruent with the content from the SEMPO Institute’s SEM certification that students cover in MGMT-5037. Five chapters of this certification will be completed in this course. Additionally, as an ongoing and culminating project in this course, students will design, create, publish, and manage a marketing website.
MGMT-5002 - IMC-Integrated Mktg Communications 1
MKTG3001 provided the student with a high-level overview of integrated marketing communications. This course will review specific integrated marketing communication (IMC) tools/tactics (advertising, sales promotion, public relations, personal selling, sponsorships, event marketing and direct response communications) and focus on IMC as a process for planning, executing and monitoring the brand messages that create customer relationships; with the ultimate goal of achieving greater success in the marketplace. Analytical and decision-making skills are developed as students practice and evaluate IMC in a North American context.
MGMT-5005 - Global Marketing
Global Marketing is one of the most important and rapidly evolving fields in management. With rapid technological developments in communication and transportation, and the new regional and global economic bodies and trade partnerships, business organizations today are both faced with new challenges and at the same time presented with new global opportunities. This course will draw on previously acquired marketing skills and introduce new skills applicable to the global marketplace.
MGMT-5007 - Primary Market Research
The course leads students through the steps of primary market research problem formulation, research design, data collection, data analysis and the reporting of the research results. The course deals predominantly with primary research (the creation of new data specific to the marketer's problem). Students will complete a primary market research project and report for a community-based client.
MGMT-5016 - Consumer Behaviour
This course focuses on two perspectives on consumer behaviour. The course helps students understand how consumers are influenced so that as marketers, they can develop marketing strategies to meet consumer needs. The course also acquaints students with what it means to be a consumer in a market-oriented society. MGMT5016 studies why people buy things and how products, services and consumption activities contribute to the broader social world. Ethical issues regarding marketing practices and consumption are addressed throughout the course. Students will complete projects using consumer behaviour theory and research to develop marketing tactics.
MGMT-5022 - Not-For-Profit Marketing
This course emphasizes the interrelationships between a not-for-profit organization's marketing policies and its overall mission, values, goals, capabilities, and environment. Topics include the attitudes and behaviours of clients, fundraising and resource development, recruiting and working with volunteers, and preparing a marketing plan for the not-for-profit sector.
MGMT-5037 - Search Engine Marketing & Emerging Media
"If you build it, they will come" does not apply to e-business. 70% of all online transactions originate from a search query so being found on the internet should be a top priority in any e-commerce strategy. In the US alone, over 10 billion search engine queries are executed each month. Any business whose target market is likely to search should be visible on the search engine results page (SERP) whether they are selling online or not. Search engine marketing (SEM) is an effective way of being found and it’s how Google makes its billions. In fact, Google reported revenue of $16.6 billion in 2007. Over 98% of their revenue is generated through paid placement advertising. SEM involves selecting and organizing relevant keywords, crafting pay per click advertising copy, designing effective landing web pages, creating and monitoring a bidding structure that maximizes ad exposure within a given budget, monitoring performance against a variety of metrics, and adjusting copy, websites, and bids accordingly. SEM is one of the most cost effective ways to advertise today. It’s measurable, accountable and highly targeted. More and more organizations today are redistributing marketing dollars to include search engine advertising. In fact, worldwide search engine paid placement expenditures reached $8.7 billion US in 2007 – up 30% over 2006 figures.In this course, students will create and run a live SEM campaign for a client in industry using advertising credits provided by Google. Other emerging media course topics include: blogging, video sharing websites, mobile marketing, local search marketing, social networking sites, and search engine optimization.
MGMT-5038 - Community Consultancy 1
This course will employ students in the pursuit of helping real businesses in our local community solve problems or realize opportunities. Community Consultants is a business consultancy operated by Fanshawe's School of Business and Management. The service gives students the opportunity to gain real-world employability skills and to build a portfolio add gives clients the opportunity to add value to their business while contributing to the community. At the discretion of the Chair of the School Business and Management, the Course (MGMT 5038) will be substituted for two current courses in each student's timetable.MGMT 5001 - Business to Business MarketingMGMT 5002 - IMC Integrated Marketing Communications 1The core concepts and Learning Outcomes of the two submitted courses will become part of the Learning Outcomes for the Community Consultancy (MGMT 5039).
MGMT-5039 - Community Consultancy 2
This course will employ students in the pursuit of helping real businesses in our local community solve problems or realize opportunities. Community Consultants is a business consultancy operated by Fanshawe's School of Business and Management. The service gives students the opportunity to gain real-world employability skills and to build a portfolio add gives clients the opportunity to add value to their business while contributing to the community. At the discretion of the Chair of the School Business and Management, the Course (MGMT 5038) will be substituted for two current courses in each student's timetable.MGMT 5001 - Business to Business MarketingMGMT 5002 - IMC Integrated Marketing Communications 1The core concepts and Learning Outcomes of the two submitted courses will become part of the Learning Outcomes for the Community Consultancy (MGMT 5039).
MGMT-5045 - Product & Channel Management
The core business functions within a company are operations, finance and marketing. This course will emphasize the cross-functional role of operations in both service and manufacturing industries, with a primary focus on the issues that relate more closely to the marketing department. Topics will include operational strategy and the impact on customer satisfaction, forecasting, new product development, service delivery, process management, quality control, strategic facilities layout and capacity decisions, channel management inventory, and supply chain management, including "just-in-time" concepts. This course combines the art of efficiency and effectiveness with the goal to improve productivity, profitability and relationships with customers and channel members.
MGMT-5046 - Sales Management
This course will build upon and enhance student skills and knowledge learned in fundamental sales courses. The purpose of this course is to use a strategic and consultative sales model to develop and manage customer relationships effectively as they relate to Business to Business (B2B) environments. In addition, students will study current sales management issues such as territory and time management, sales compensation and incentive systems, prospecting and qualifying sales leads and sales training methods. Learning will be derived from in-class lectures, in-class activities, group presentations, role playing, learning objects and online assignments. Students will learn and use techniques specific to Business to Business sales management to deliver realistic sales presentations. Use of a laptop computer is paramount for a quality learning experience in the classroom setting.
MGMT-5047 - Event Marketing
This course introduces students to the principles, concepts and steps involved in evaluating event and sponsorship opportunities as part of the integrated marketing communications plan. The focus is on strategically planning events and sponsorship to be used as an experiential marketing and lead generation tool. Students will be introduced to project management skills needed to research, design, plan, market, coordinate and evaluate a professional event. The special needs of different types of events will be discussed. In small teams, students will develop a complete IMC plan for an event, including event planning details.
MGMT-6033 - Entrepreneurship
Self-employment is a career alternative to wage employment. The central focus of this course is on entrepreneurship – its characteristics, opportunities and challenges. The preparation of a business plan is used as a learning tool to give students a broad understanding of its purpose, content, and value in ongoing business development. In-depth coverage shall be given to market potential determination, product development acquiring seed and growth capital, and organization of the new enterprise. Emphasis shall be given to decision-making skill development, and financial management strategies and templates used to measure or project the health of any business.
MKTG-5001 - Business-To-Business Marketing
Business to Business Marketing is one of the fastest growing marketing disciplines in the Canadian business marketplace. This course emphasizes strategies, principles and concepts of marketing to business customers rather than to end consumers. The student will study the differences between business to business marketing and consumer marketing and the implications of these differences to developing successful marketing strategies.
MKTG-5002 - Direct Marketing
Direct Marketing has been one of the fastest growing marketing disciplines in Canada since 1980. It continues to grow and evolve as technology and consumer and business needs to evolve. This course emphasizes strategies and implementation tools for effective direct marketing in both consumer and business to business marketing. The student will study types of direct marketing, component of successful direct marketing campaigns as well as introductory concepts in using databases in direct marketing.