Program delivery note

Program delivery note: Fanshawe will temporarily deliver this program as listed under "locations" to the right of your screen or in the "+ more details" menu on mobile.

Start your Customer Relationship Management Certification with Fanshawe - 2022/2023

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:

  • Learn CRM and CX best practices, strategies, tactics, tools and techniques
  • Understand the strategic thinking behind CRM to facilitate informed decision-making
  • Explore various CRM technologies including, Salesforce, Tableau, MailChimp, Hubspot, LinkedIn Sales Navigator, Trailhead, etc.
  • Study with the first college in Canada to provide Salesforce Social Studio licences for all students
  • Apply industry-standard business and marketing analytics and use CRM platforms to enhance the marketing and sales process
  • Gain experiential learning experience through a capstone project that provides the opportunity to solve real marketing problem for a business in the community
  • Discover tactics for effective account development in sales and sales management

Program Overview

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:

  • marketing automation tools and how they provide important data on customer data;
  • social selling and social CRM expertise that is needed to meet this evolving future digital economy;
  • social media and inbound marketing tactics.




Admission Requirements - 2022/2023

Admission Requirements

A Two- or Three-Year College Diploma, or a Degree
(Note: minimum 'C+' average or cumulative 2.5 GPA)
Acceptable combination of related work experience and post-secondary education as judged by the College*
Five years of work experience in the Marketing/Business field as judged by the College to be equivalent*

  • *Applicants may be required to submit a resume and cover letter that includes details of work experience.

English Language Requirements

Applicants whose first language is not English will be required to demonstrate proficiency in English by one of the following methods:
  • A Grade 12 College Stream or University Stream English credit from an Ontario Secondary School, or equivalent, depending on the program's Admission Requirements
  • Test of English as a Foreign Language (TOEFL) test with a minimum score of 88 for the Internet-based test (iBT), with test results within the last two years
  • International English Language Testing System (IELTS) Academic test with an overall score of 6.5 with no score less than 6.0 in any of the four bands, with test results within the last two years. SDS Program Requirements.
  • Canadian Academic English Language (CAEL) test with an overall score of 70 with no score less than 60 in any of the four bands, with test results within the last two years
  • Pearson Test of English Academic (PTE) with a minimum score of 59, with test results within the last two years
  • A Cambridge English Test (FCE/CAE/CPE) with an overall score on the Cambridge English Scale of 176 with no language skill less than 169, with test results within the last two years
  • An English Language Evaluation (ELE) at Fanshawe College with a minimum score of 75% in all sections of the test, with test results within the last two years
  • Fanshawe College ESL4/GAP5 students: Minimum grade of 80% in ESL4/GAP5 Level 9 or 75% in ESL4/GAP5 Level 10

Recommended Academic Preparation

It is highly recommended that students be proficient in the following areas before entry into the program:
  • Mathematics
  • Business Communication
  • Computer applications, particularly Microsoft Word, Excel and PowerPoint

Applicant Selection Criteria

Where the number of eligible applicants exceeds the available spaces in the program, the Applicant Selection Criteria will be:
  1. Preference for Permanent Residents of Ontario
  2. Receipt of Application by February 1st (After this date, Fanshawe College will consider applicants on a first-come, first-served basis until the program is full)
  3. Achievement in the Admission Requirements


Customer Relationship Marketing & Sales Management-2022/2023

Year 1
Take all of the following Mandatory Courses:

Group 1
MGMT-6163CRM Business Strategy3
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.
MKTG-5006Marketing Management3
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.
MGMT-6164Customer Experience3
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-6165CRM Tools & Technology3
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-6037Analytics & Metrics3
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-6166CRM Enabled Selling3
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-6168CRM Strategic Project6
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-6169Emerging Trends in CRM3
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-6170CRM Enabled Sales Management3
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-6167Data Visualization & Reporting4
Students will learn how to create data visualizations using appropriate tools and techniques. They will learn how to determine the information needs and create visual outputs that will provide insight to support and enhance the decision making process.

Group 2
Students will be enrolled in one fo the following courses:
MGMT-6171 or INNV-6001
MGMT-6171Automation & Workflow Management3
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.
INNV-6001Innovation Applications4
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

Careers - 2022/2023

Career Opportunities

The Customer Relationship Marketing and Sales Management Graduate Certificate Program prepares graduates for a dynamic career in business-to-business sales, marketing and analytics. 

Jobs that the program would serve

This specialty could have the potential to provide students with the opportunity to work toward their Salesforce Business Specialists Designation (TrailHead), CSP Certification, and other customer relationship management-specific credentials. Here are the types of jobs that the program would be focused on preparing graduates for: 
  • Marketing Specialist/ Marketing Manager /Marketing Director 
  • CRM Analysts / CRM Consultant / CRM Consultant Specialist 
  • Sales Manager/Sales Director 
  • Sales Operation Manager 
  • Account Manager 
  • Technical Sales Manager 
  • Business Analysts/ Business Information Analysts 
  • Business Development Rep/ Inside Sales / Presales Engineer
  • Salesforce Administrator /Salesforce Developer 
  • Customer Service Rep / Customer Service Coordinator / Customer Experience Manager / Customer Relations Manager

More Information - 2022/2023

A One-Year Ontario College Graduate Certificate Program
Program Code: CRM2
Campus Code: LC (LC - London)

September/January Admission
15 week terms

Academic Calendars available at


Lawrence Kinlin School of Business: 519-452-4290

Program Description

The Customer Relationship Marketing and Sales Management program responds to the growing need within business for a skill set that places the customer at the centre of business decisions. This skill is critical since marketing and sales success depends on attracting new customers while retaining and strengthening relationships with current customers.  

This one-year post-graduate certificate program provides students with a foundation in marketing and sales, with a focus on the examination and application of Customer Relationship Management (CRM) and Customer Experience (CX) best practices, strategies, tactics, tools, and techniques. Students will have an opportunity to apply industry standard business and marketing analytics and use CRM platforms to enhance the marketing and sales process.  Student will also learn strategies and tactics for account development in the field of sales and sales management.

Learning Outcomes

  1. Create a professional marketing plan using standard marketing planning processes and tools;
  2. Develop a comprehensive Customer Relationship Management (CRM) marketing plan that uses a client’s current database strategy that is personalized and scalable;
  3. Apply strategic communication planning processes and tools to generate leads and improve customer retention, satisfaction and profitability;
  4. Evaluate data extracted from a variety of marketing technology platforms to support problem-solving and decision-making processes in marketing;
  5. Apply Customer Relationship Management (CRM) and Customer Experience (CX) best practices, strategies, tactics, and techniques to strengthen customer relationships for both business-to-business (B2B) and business-to-consumer (B2C) markets;
  6. Design customer experience journey mapping to identify areas to improve customer experiences and automate personalized digital marketing;
  7. Apply industry standard marketing analytics and CRM platforms to sales and marketing processes;
  8. Gather and analyze primary and secondary marketing research in order to support sound marketing decisions that improve customer experiences;
  9. Communicate complex marketing material verbally, in writing, and digitally for a variety of audiences and purposes;
  10. Model professional standards to provide reliable and actionable analysis while respecting global regulation and practice related to data privacy and security;
  11. Develop strategies to create, assess, and execute business development opportunities;
  12. Develop strategies to establish and maintain working relationships with clients in order to strengthen their loyalty to the organization’s products and services;
  13. Construct plans for strategic account management including how to approach key accounts, territory management and category management.

Program Pathways

For information about Program Pathways visit

CRM is widely used across many areas of the private and public sector. As such, the proposed program will be highly relevant to graduates of any diploma, advanced diploma, graduate certificate or degree in Business but also relevant to students from other disciplines. 

Students (international) enrolled in the proposed program will have a complimentary skill set for continuing into the Marketing Management program and vice versa.

Program Details

More details

Canadian Students

Start Dates

Full Time Offerings

2022 January
2022 September
2023 January

International Students

Start Dates

Full Time Offerings

2022 January
2022 September
2023 January
Program Code
Day Time
Ontario College Graduate Certificate
30 weeks