Customer Relationship Marketing & Sales Management-2025/2026
| Level 1 | ||||
| Take all of the following Mandatory Courses: | ||||
| MGMT-6163 | CRM Business Strategy | 3 | ||
| Develop enterprise-wide awareness of the implications related to the implementation of an integrated CRM Strategy. Students will work through scenarios to help reinforce the concepts related to CRM and how a customer focused organization can benefit. The activities will focus on developing an understanding of the concepts related to org. structure and management, measurement, and structured CRM approach. | ||||
| MGMT-6192 | CRM Digital Marketing | 3 | ||
| CRM Digital Marketing is a long-term strategy focused on the entire customer relationship, not a single transaction. This course provides an overview of the decisions marketers face as they develop, improve and optimize customer relationships in order to drive customer loyalty, retention and increase customer lifetime value. Recent trends impacting digital strategies and trends will be addressed. Students will work in groups to design a customer funnel and marketing plan in conjunction with CRM and marketing automation tools to build stronger relationships with individual customers. | ||||
| MGMT-6164 | Customer Experience | 3 | ||
| This course introduces students to the core strategies and tools used to design and manage customer experience (CX) and CRM programs. Students will learn how to gather customer insights, map the customer journey, and apply data to create effective, personalized experiences. Emphasis is placed on using customer intelligence to plan and execute omni-channel CX campaigns, measure impact, and drive customer loyalty in both B2B and B2C environments. | ||||
| MGMT-6165 | CRM Tools & Technology | 3 | ||
| This course will focus on providing students with an understanding of different CRM Architectures. Students will learn the major factors involved with assessing technology requirements and implementations. Through hands-on activities students will develop the knowledge to use, integrate and manage CRM technology to support many sales and marketing processes. | ||||
| MKTG-6037 | Analytics & Metrics | 3 | ||
| Introduces foundational concepts and practical applications of data analytics in marketing, sales, and CRM contexts. Students begin by understanding organizational memory, data ecosystems, and CRM user groups before developing essential skills in data cleaning, sorting, and basic analysis. Students then transition to industry-standard software, learning to import marketing and sales data, create visualizations, and build interactive dashboards and data stories. Emphasis is placed on applying descriptive analytics to calculate and interpret key business metrics. Through hands-on labs, real-world case studies, group exercises, and both written and oral assignments, students gain the ability to analyze data and communicate actionable insights that support strategic decision-making. Supplemental discussions on data governance, ethics, and privacy, including Canadian regulations such as PIPEDA, provide students with a comprehensive understanding of responsible data use in enterprise settings. | ||||
| MGMT-6166 | CRM Enabled Selling | 3 | ||
| In this course, students will be taught and have the opportunity to practice their professional selling skills. Students will demonstrate their awareness of buyer behaviour their ability to organize and present an effective sales presentation based on various client profiles. Through a series of scenario-driven exercises, students will practice skills and attitudes essential to a successful salesperson. Students also learn the benefits of using CRM software to support the selling function. | ||||
| Level 2 | ||||
| Take all of the following Mandatory Courses: | ||||
Group 1 | ||||
| MGMT-6168 | CRM Strategic Project | 6 | ||
| This capstone course provides students with a hands-on, project-based experience where they apply their learning to real-world CRM and marketing challenges. Using design thinking as a core methodology, students will work through live client projects, case studies, and simulations to develop strategic CRM solutions. The course emphasizes professional communication, teamwork, and project management while integrating key concepts from the program to prepare students for CRM roles in industry. | ||||
| MGMT-6169 | Emerging Trends in CRM | 3 | ||
| CRM is evolving at record speed as emerging technologies continue to push the envelope for marketing professionals today. This course explores these trends as they become mainstream, providing students with critical insights into the future direction of the industry along with hands-on exposure to the latest developments in connecting, interacting and linking the entire customer experience across the enterprise. | ||||
| MGMT-6171 | Automation & Workflow Management | 3 | ||
| Students will learn automation marketing techniques that range from content creation to social promotion to converting and nurturing leads and beyond for both B2B and B2C markets. Students will be able to build an inbound and outbound marketing strategy and understand the technologies to support the marketing and sales process. | ||||
| MGMT-6167 | Data Visualization & Reporting | 4 | ||
| Students will learn how to use a variety of tools and techniques for effective data storytelling to guide and support business decisions. Students will gain an understanding of how to communicate through data visualizations and analysis. Hands-on labs provide opportunities to apply knowledge learned. Students will also learn how to work with a technical team for extensive analysis and data visualizations. | ||||
Group 2 | ||||
| Students will be enrolled in one of the following courses: MGMT-6170 or INNV-6001 | ||||
| MGMT-6170 | CRM Enabled Sales Management | 3 | ||
| Students 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, value-added selling, social selling, funnel management, prospecting and qualifying sales leads, sales compensation and incentive systems, sales training and effective sales presentation methods. | ||||
| 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. | ||||
| 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 | ||||