Courses
Marketing Management-2025/2026
| Level 1 | ||||
| Take all of the following Mandatory Courses: | ||||
| MKTG-6017 | Primary Marketing Research | 3 | ||
| The course introduces the students to primary market research (the creation of new data specific to the marketer's problem) and details its process. The students will be managing a marketing research project for a client where they will create the marketing research objectives and design, develop a data collection instrument, perform advanced analysis on the data using industry-leading software, and report the research results. | ||||
| COMP-5062 | Web Design for Optimization | 4 | ||
| In today's evolving digital landscape, the modern marketer plays a crucial role in shaping and maintaining a brands' online presence through the brands' website. Websites are trusted by consumers as a single access point for brands. The modern website acts as a hub connecting various business operations and digital marketing efforts. With increasing importance on the website, marketers along with web designers and developers need to ensure they are working together to prioritize the user experience when creating websites. Designing websites with the end user in mind ensures website development efforts are useful, cost effective, and backed by data-informed business decisions. Websites designed and optimized for the user lay the critical foundation for most other forms of digital marketing efforts, such as search engine marketing, social media marketing, and search engine optimization. In this course students will be introduced to the key aspects of website design and development including strategy, scoping, planning, prototyping, developing, testing, and monitoring websites and website performance. Students will learn various optimization strategies, apply basic construction techniques, and will learn to analyze and assess existing websites considering user experience and optimization strategies critical to today's marketing efforts. As a final deliverable students will strategically plan, design, and develop a basic website. Students will gain a comprehensive understanding of both theoretical and practical aspects of website design and development. | ||||
| MGMT-6066 | CRM A Management Approach | 3 | ||
| This marketing course is designed to provide a theoretical basis for developing a customer relationship management (CRM) strategy within an organization. Students will use case based theory and practice to radically rethink how to develop and implement customer-centric strategies that can be applied to any business. Students will also gain valuable insights into how to apply performance metrics, manage customers according to customer lifetime value, rethink organizational processes, and optimize acquisition/retention marketing programs. At the end of this course, students will be able to create a customer relationship marketing plan that aligns organizational priorities and maximizes the customer's strategic value. | ||||
| MGMT-5074 | Google Analytics | 3 | ||
| Website analytics help organizations understand where their internet traffic is coming from and how engaged that traffic is with their sites content. This information should guide decisions related to paid search program management, search engine optimization, and content redesign. While there are many web analytics programs available, Google Analytics (GA) is a free tool available to anyone with a website. Consequently, it is the most widely used website statistics service in use today. In this course, students will learn how core website traffic statistics are calculated such as time on site, avg. pageviews, number of visits, bounce rate, etc. Students will also learn to interpret trends and make recommendations. Students will become familiar with the GA interface and its reporting capabilities. | ||||
| COMM-6019 | Advanced Professional Communication | 3 | ||
| This course focuses on refining and advancing students workplace communication abilities. The advanced communication documents and strategies covered include presentation skills, research skills, business document writing, meeting and management team strategies, business etiquette, and advanced employment communications. Additionally, students learn about interpersonal and intercultural communication (high/low and monochromic/polychromic context) concepts and strategies. | ||||
| MKTG-5006 | Marketing Management | 3 | ||
| Marketing is more than just advertising and sales. Marketing is a multi-disciplinary process that facilitates exchanges of value between organizations and their clients and customers. Effective management of the marketing function provides unique challenges for all organizations. This course provides an overview of the decisions managers face as they develop and execute marketing plans. Recent trends impacting strategies and tactics will be addressed. Students will work in groups to design a marketing plan to address the objectives of an organization. | ||||
| Level 2 | ||||
| Take all of the following Mandatory Courses: | ||||
| MGMT-6067 | Business to Business Selling | 3 | ||
| In this course, student will learn strategic and consultative sales models to develop and manage customer relationships effectively as they relate to Business to Business (B2B) environments. Students will study current sales management issues, such as: territory and time management, sales compensation and incentive systems, prospecting and qualifying sales leads, sales training and effective sales presentation methods. Learning will be derived from in-class lectures, in-class activities, group presentations, role playing, learning objects and online activities and assignments. | ||||
| MGMT-6065 | Global Market Strategy | 4 | ||
| 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-5050 | New Media Marketing | 3 | ||
| This course will explore various digital aspects within present day marketing such as content marketing, display advertising, social media, and online video. A key focus of this course will be on the utilization of campaign development, targeting, analytics, and strategic planning components as well as the ethics/legal/privacy issues applicable within the context of a digital environment. | ||||
| Add'l Req | ||||
| Students will be enrolled in one of the following groups: | ||||
Group 1 | ||||
| INNV-6001 | Innovation Applications | 4 | ||
| Organizations and individuals need to be innovative to succeed in the complex and rapidly-changing global market place. In this course, you will learn the fundamentals of innovation and how innovation applies to your discipline or field. Using this foundational knowledge, you will select and apply the novel and adaptive thinking processes and tools presented in the course to complete an innovative learning project in collaboration with other students. The project will be based on a real-world scenario involving an external live client identified in consultation with your professor, and you will interact directly with the client. The project may involve a multi-disciplinary approach. Throughout the course, novel and adaptive thinking skills and collaboration skills will be evaluated through self assessment and peer assessment. This course is designed to give students in graduate certificate programs the opportunity apply innovative thinking to a real-world problem presented by an external client. | ||||
| MKTG-6018 | Customer Behaviour | 3 | ||
| Understanding consumer behavior is the basis for marketing activities. This course explores consumer behavior from the following four perspectives: consumer value framework, consumers mental process, external influences on consumer behaviors, and consumers decision-making process. Based on the knowledge of consumer behavior, the students can develop marketing strategies as marketers. Ethical issues regarding marketing practices and consumption are addressed throughout the course. Students will complete projects using consumer behavior theory and research to develop marketing tactics. | ||||
| MGMT-6191 | SEM & Google Ads | 4 | ||
| Search is the largest digital advertising format in Canada. In 2022 it represented over 46% of total digital ad spend. Social media marketing follows close behind at 25%. For the modern digital marketer, understanding how to create, run and optimize effective paid search and paid social media campaigns is an essential skill. In this course, students will learn the fundamentals and strategies needed to create, run, and optimize effective paid search and paid social media campaigns. In the first half of the course students will focus on the most popular search engine marketing channel available to marketers today, Google Ads. In the course's latter half, students will delve into popular paid social media advertising channels mainly, the Meta Ads Manager. By the end of the course, students will be proficient in the tools and strategies needed to develop, manage, and optimize paid search and paid social media advertising campaigns that drive business results. | ||||
Group 2 | ||||
| MKTG-6015 | Non-Profit & Event Marketing | 4 | ||
| This course will explore the interrelationships between a non- profit organization's marketing strategies and its overall mission, values, goals, capabilities, and environment. Students will also develop an understanding on how the use of experiential marketing and events can enhance customer relationships and generate new customer leads. Topics include the attitudes and behaviours of clients, influencing target audience behaviours, fundraising and resource development, recruiting and working with volunteers, corporate and non-profit sector partnerships, business to consumer and business to business events. Students will gain practical marketing experience through the completion of an event and marketing plan for a client in the community. | ||||
| MKTG-6018 | Customer Behaviour | 3 | ||
| Understanding consumer behavior is the basis for marketing activities. This course explores consumer behavior from the following four perspectives: consumer value framework, consumers mental process, external influences on consumer behaviors, and consumers decision-making process. Based on the knowledge of consumer behavior, the students can develop marketing strategies as marketers. Ethical issues regarding marketing practices and consumption are addressed throughout the course. Students will complete projects using consumer behavior theory and research to develop marketing tactics. | ||||
| MGMT-6191 | SEM & Google Ads | 4 | ||
| Search is the largest digital advertising format in Canada. In 2022 it represented over 46% of total digital ad spend. Social media marketing follows close behind at 25%. For the modern digital marketer, understanding how to create, run and optimize effective paid search and paid social media campaigns is an essential skill. In this course, students will learn the fundamentals and strategies needed to create, run, and optimize effective paid search and paid social media campaigns. In the first half of the course students will focus on the most popular search engine marketing channel available to marketers today, Google Ads. In the course's latter half, students will delve into popular paid social media advertising channels mainly, the Meta Ads Manager. By the end of the course, students will be proficient in the tools and strategies needed to develop, manage, and optimize paid search and paid social media advertising campaigns that drive business results. | ||||
Group 3 | ||||
| MKTG-6044 | Village Creative Digital Mkting Agency | 11 | ||
| MKTG-6044, Village Creative Digital Marketing Agency is an experiential learning course offered to those with a minimum 3.0 GPA and strong attendance in the graduating semester. The course offers an array of services to businesses, including Social Media Plans, SEO Audits, Website builds, eCommerce sites, SEM Campaigns, and comprehensive Brand Development. Using real budgets, you will also get hands-on experience crafting and executing live advertising campaigns on major platforms like Google, Meta, and TikTok. Guided by experienced professors and situated in the state-of-the-art Innovation Village space, you will learn by doing and gain practical skills and industry recognition. Accepted students will be exempt from INNV-6001 (Innovation Applications), MKTG-6018 (Customer Behaviour), MGMT-6191 (Search Engine Marketing & Google Ads), and MKTG-6015 (Non-Profit and Event Marketing). Student will earn 11 credits while achieving equivalent learning outcomes with added benefits. | ||||
| Program Residency | ||||
| Students Must Complete a Minimum of 10 credits in this program at Fanshawe College to meet the Program Residency requirement and graduate from this program | ||||