Customer Relationship Marketing and Sales Management

*Domestic applicants include Canadian citizens, permanent residents, protected persons and Convention refugees.
The Customer Relationship Marketing and Sales Management program will level up your sales and marketing skills with the knowledge and ability to understand CRM as a business strategy:
The Customer Relationship Marketing and Sales Management program provides the opportunity to ensure that students are ready for tomorrow’s economy. Based on the 2018 Skills Gap Study by Deloitte and the Manufacturing Institute, technical skills, digital literacy and competency are essential to success for today’s graduates.
Not only do our customer relationship management courses provide knowledge in CRM and CX, but there will also be an emphasis on:
This program is available through a part-time, online version
Program Coordinator:
Simone Moreau-Rodgers
Academic Advisor:
Katie Helmeczy
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 115, with no score lower than 95 |
Year 1 | ||||
Take all of the following Mandatory Courses: | ||||
Group 1 | ||||
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 | ||
Develop the fundamental skills needed to initiate and orchestrate end-to-end CRM and Customer Experience (CX) programs. Students will understand customer experience design through customer research, maximizing journey mapping, measuring the customer journey, and how to deploy direct and interactive customer experience campaigns utilizing customer intelligence. | ||||
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 | ||
This course will introduce students to the complexity of working with Enterprise data including the techniques to gather and process data, the governance and the derivation of meaningful information to drive enterprise level metrics. | ||||
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. | ||||
MGMT-6168 | CRM Strategic Project | 6 | ||
This capstone course will highlight experiential learning through the use of simulations, role play, case studies and/or real-life experiences. Activities will be selected in order to reinforce topics across the program. The skills developed in this comprehensive learning experience, will be directly leverageable in the work environment. | ||||
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-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. | ||||
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. |
*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.