Marketing Management
![A male marketing student listening to a presentation at his co-op job](/sites/default/files/styles/program_medium_943x690_/public/images/2023-10/2023-02-14_LKSB%20Testimonial_Ryan%20Savoie_AL-36_0.jpg?h=4362216e&itok=jDt5Vmfb)
*Domestic applicants include Canadian citizens, permanent residents, protected persons and Convention refugees.
Marketing Management is a one-year Ontario College Graduate Certificate program. You’ll dig deep into marketing's role in driving value for business via both web-based and face-to-face strategies you will learn by being exposed to real-life business issues. You'll also be mentored to manage, develop and justifying marketing strategies, and presenting your creative ideas to your peers and to real business clients.
Fanshawe is the only college to work with Google, the Search Engine Marketing Professional Organization and WordTracker, which gives you unique opportunities to develop Search Engine Marketing (SEM) and Search Engine Optimization (SEO) skills and conduct real search engine marketing campaigns on the internet. The program prepares marketing management graduates to pursue Google designations that are in high demand but not widely available.
Available in a traditional in-class format with a September, January and May admission or as a fully online (asynchronous) marketing management program, full-time or part-time.
Graduates of Fanshawe’s Marketing Management program can choose to pursue their career in many sectors (e.g., manufacturing, retail, health care, education, not-for-profit, government) and fields (e.g., sales, retail management, advertising, brand management, sports and event marketing, digital marketing, search engine marketing, market research). Graduates are suited to a variety of positions, including:
Did you know Fanshawe consistently ranks high in graduate employment rates among large colleges in Ontario?
Here are some examples of career opportunities for graduates of Fanshawe’s Marketing Management program:
Marketing Coordinator
Responsible for building and implementing key marketing campaigns.
Marketing and Advertising Lead
Assume a passionate and creative lead role in an advertising and marketing department.
Marketing and Events Associate
An ideal role for a “make it happen” individual who is extremely organized and experienced at supporting a wide range of marketing, communications and business development initiatives.
Award-winning marketing management students
The worldwide winners of the 2020 Global Online Marketing Academic Challenge was the Wes for Youth Online team with Marketing Management students Sonam Singh, Bernice Udeogu and Josephine Aiteobhor. The team had a $10,000 budget provided by the Google Grant program. The objective was to raise awareness for this great organization: free online counselling services for Ontario youth. The team's campaign resulted in 59 new website registrations - an all-time high for Wes for Youth Online!
The graduate has reliably demonstrated the ability to:
Program Coordinator:
Simone Moreau-Rodgers
A Two- or Three-Year College Diploma, or a Degree
(Note: minimum 'C+' average or cumulative 2.5 GPA)
OR
Acceptable combination of related work experience and
post-secondary education as judged by the College*
OR
Five years of work experience in the
Marketing/Business field as judged by the College to be
equivalent*
Note:
Test | Score |
---|---|
TOEFL iBT | 88 |
IELTS Academic | Overall score of 6.5 with no score less than 6.0 in any of the four bands |
CAEL | Overall score of 70 with no score less than 60 in any of the four bands |
PTE Academic | 59 |
Cambridge English | Overall score of 176 with no language skill less than 169 |
ESL4/GAP5 | Minimum grade of 80% in Level 9, 75% in Level 10 |
Duolingo | Overall score of 120, with no score lower than 105 |
Where the number of eligible applicants exceeds the available spaces in the program, the Applicant Selection Criteria will be:
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 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 web presence. As a primary hub between social media, email marketing, and mobile based applications, a website is still a key marketing tool. In this course, students will learn to create and dissect the main component of an SEM (Search Engine Marketing) campaign: the website. The student will also study a variety of methods for, and the basic science of SEO (Search Engine Optimization) along with a brief overview of tips and techniques for effective SMO (Social Media Optimization). Basic to advanced construction techniques and coding language will be taught using a text-based application and the WordPress.org platform, along with a variety of other techniques that demonstrate to the student how to create accessible and relevant page content. 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 will also be acquirable in this course. Basic graphic optimization skills will be taught for the purpose of enhancing page design using Adobe Photoshop. Various proven and recent optimization techniques will be demonstrated in relation to the WordPress platform with a focus on Google Analytics as a primary means to track user behavior on a web site. | ||||
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. |
*Total program costs are approximate, subject to change and do not include the health and dental plan fee, bus pass fee or program general expenses.