Graduate Certificate in Marketing Management

In just one year, Sheridan’s Marketing Management program gives you the digital marketing skills employers want and need.

Things you'll learn to do

• Apply search engine marketing, social media promotion and marketing analytics principles to optimize your organization's marketing efforts.

• Learn basic marketing graphics skills to create support materials such as brochures, newsletters and web page updates.

• Write marketing and communications plans.

Co-op experience

Following eight months of classroom instruction, eligible students will have the opportunity to participate in a four-month cooperative education placement. Note that this is a competitive process and only qualified students are accepted. Working in the marketing field, you’ll apply your in-class learning and gain valuable work experience that may boost your career—and help you land a great job.

Mobile computing gives flexibility

Working online is an essential skill in the workplace, and an integral part of our program. A laptop computer is mandatory. During the program, you'll use the computer to collaborate with your classmates on various assignments. In our online environment, you'll also have 24/7 access to class materials and notes and communicate with other students and your professors in our online chat room.

Additional information

"I learned more in eight months at Sheridan than I did in four years at university."

Our Marketing Management graduates often express sentiments like this. And it's easy to see why. You may learn theory at university, but at Sheridan you also gain the practical, cutting-edge marketing skills employers want and need along with a cooperative learning placement that gives you invaluable on-the-job experience. Our program is primarily designed for non-business students, so in your first semester, you’ll learn the core skills you need to understand the basics of marketing. In the second semester, you'll move to the cutting edge of the discipline through course content that demonstrates the latest concepts in digital marketing.

In this program, you’ll also:

• Learn the key elements of digital marketing

• Develop the skills to generate online content and navigation

• Develop basic marketing graphics skills so you can develop marketing brochures and other printed materials

• Conduct marketing analytics and use it as background for a marketing plan

• Develop and deliver sales presentations and marketing communications plans

• Get prepared for the challenges of global marketing

Learning Outcomes

• Establish a professional presence online incorporating the key disciplines of social media, search engine optimization, analytics, online navigation and user experience in order to drive traffic to an organization's website.

• Employ digital tools to analyze the effectiveness of a marketing campaign.

• Formulate a marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations and evaluation criteria.

• Write a business plan for an entrepreneurial start-up venture.

• Develop pricing strategies that take into account perceived value, competitive pressures and corporate objectives.

• Develop strategies for the efficient distribution of products and services.

• Apply the principles of business ethics and corporate social responsibility.

• Determine strategies for developing new products and services that are consistent with evolving market needs.

• Evaluate the viability of marketing a product or service in an international market or markets.

• Evaluate results of marketing activities using criteria related to budgeted sales, costs and profits.

• Prepare and deliver a sales presentation.

• Communicate marketing information persuasively and accurately in oral, written and graphic formats.

Co-op Option

Students in this program may apply to the Co-op program during their first academic semester. Enrolment in the Co-op program is limited through an additional Co-op application process that takes place in the first semester. Students in the Co-op program are eligible to complete a Co-op work term during the four-month term following the second semester.

Cooperative Education is a form of work-integrated learning that links classroom learning with paid or unpaid work experiences within a professional environment. Co-op work terms are related specifically to the academic studies of each student. The work terms provide an opportunity to learn by doing. You’ll apply theory to practice, develop a meaningful view of the working world, and cultivate an awareness of yourself as a professional.

Students receive in-class and 1-on-1 career education support to help prepare for the work term. The Co-op component is delivered by Sheridan’s Cooperative Education Office, which facilitates more than 1,800 Co-op/Internship work terms per year Sheridan-wide.