The Strategic Relationship Marketing program responds to the growing need within the marketing industry for a new skill set – one that places the customer at the centre of business decisions. This skill set is critical since modern marketing success depends on targeting and attracting new customers while retaining and strengthening relationships with current customers at all points during their journey.
This one-year graduate certificate program provides students with a foundation in marketing, with a focus on the examination and application of Customer Relationship Marketing (CRM) and Customer Experience (CX) best practices, strategies, tactics, tools and techniques. Students will have an opportunity to apply industry-standard marketing analytics and CRM platforms and technologies to marketing processes and create a comprehensive marketing plan.
Key areas covered in the program include database marketing strategy, loyalty marketing, marketing research, omnichannel marketing, marketing automation of email, social media and online content for personalized customer journeys, and marketing analytics and measurement. In the final semester, students work on a capstone project based on a real business situation.
This program makes use of industry-standard cloud-based software, so students will require a laptop computer.
Code: B409
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COURSES
Required Courses
In order to graduate from the B409 program, you need to complete the following 13 Mandatory courses and 1 Work Experience Term
PRINTABLE CURRICULUM PLANNER 2020-2021
SEMESTER 1
semester courses
COMP 1192, Computer Applications for Database Marketing, NONE
MARK 4013, Customer Experience Fundamentals, NONE
MARK 1027, Marketing Management, NONE
MARK 4014, CRM Fundamentals, NONE
MARK 4005, Applied Business Communications, NONE
MARK 4015, CRM Tools & Technology, NONE
BUS 4000, Work Experience Prep Course, NONE
SEMESTER 2
semester courses
MARK 1024, Marketing Seminar Series, NONE
MARK 4026, Marketing Automation, MARK 4015
MARK 2040, Strategic Project, Successful completion of Semester 1
MARK 4007, Marketing Research, NONE
MARK 4027, Retention & Loyalty Marketing, NONE
MARK 4028, Marketing Analytics & Measurement, MARK 4015
WORK EXPERIENCE TERM
semester courses
COOP 4004 or INTN 4004, Work Experience Term, BUS 4000
Graduates will be prepared for careers in a wide variety of customer-centric sectors such as telecommunications and media, not-for-profit, retail, financial services, digital agencies, and advertising agencies.
Potential positions may include:
Marketing Coordinator
Digital Analyst
Product Manager
Market Research Analyst
Account Manager
Content Manager
Communications Coordinator
Mandatory Health Insurance
$743.99 for one-year coverage (Sept-August)
$508.83 for 8 months coverage (Jan-August)
$273.29 for 4 months coverage (May-August)