Customer Relationship Marketing & Sales Management
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Program Overview
Our fast-paced digital economy has created a demand for a technically skilled and resourceful business workforce. The future is digital and this skill set is critical since marketing and sales success depends more and more on digital strategies to attract new customers while retaining and strengthening relationships with current customers. If you’re ready to enhance your sales and marketing career with Customer Relationship Management (CRM) and Customer Experience (CX) strategies, this one-year graduate certificate is for you.
Program Details
Program Code
CRM2
Credential:
Ontario College Graduate Certificate
Duration
30 weeks
Start Dates
Locations
Availability
Full Time Offerings
2026 May
London
Open
2026 September
London
Open
2027 January
London
Open
2027 May
London
Open
2025 September
London
Closed
2026 January
London
Closed
Part Time Offerings
Start Dates
Locations
Availability
Full Time Offerings
2026 May
London
Open
2026 September
London
Open
2027 January
London
Open
2027 May
London
Open
2025 September
London
Closed
2026 January
London
Closed
Your Learning Experience
A part-time, online (asynchronous) version of this program is available!
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
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.
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Learning Outcomes
- Create a professional marketing plan using standard marketing planning processes and tools;
- Develop a comprehensive Customer Relationship Management (CRM) marketing plan that uses a client’s current database strategy that is personalized and scalable;
- Apply strategic communication planning processes and tools to generate leads and improve customer retention, satisfaction and profitability;
- Evaluate data extracted from a variety of marketing technology platforms to support problem-solving and decision-making processes in marketing;
- 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;
- Design customer experience journey mapping to identify areas to improve customer experiences and automate personalized digital marketing;
- Apply industry standard marketing analytics and CRM platforms to sales and marketing processes;
- Gather and analyze primary and secondary marketing research in order to support sound marketing decisions that improve customer experiences;
- Communicate complex marketing material verbally, in writing, and digitally for a variety of audiences and purposes;
- Model professional standards to provide reliable and actionable analysis while respecting global regulation and practice related to data privacy and security;
- Develop strategies to create, assess, and execute business development opportunities;
- Develop strategies to establish and maintain working relationships with clients in order to strengthen their loyalty to the organization’s products and services;
- Construct plans for strategic account management including how to approach key accounts, territory management and category management.
Related Programs
Academic School
Program Coordinator:
Simone Moreau-Rodgers
Admission Requirements
A Two- or Three-Year College Diploma, or a Degree
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:
- *Applicants may be required to submit a resume and cover letter that includes details of work experience.
International Admission Equivalencies
Admission equivalencies for Fanshawe depends on your country of study. Please enter your location to see the requirements for your country below.
English Language Requirements
English Language Requirements
| Test | Score |
|---|---|
| TOEFL iBT | Overall score of 5 with no score less than 4.5 in any band |
| 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 | Minimum score of 58 with no score less than 50 in any of the four bands |
| Cambridge English | Overall score of 176 with no language skill less than 169 |
| ESL4/GAP5 | Minimum grade of 80% in ESL4/GAP5 Level 9, or 75% in ESL4/GAP5 Level 10 |
| Duolingo | Overall score of 120, with no score lower than 105 |
| LANGUAGECERT | Overall score of 70 with no score less than 65 in any of the four skills |
Recommended Academic Preparation
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
Applicant Selection Criteria
Where the number of eligible applicants exceeds the available
spaces in the program, the Applicant Selection Criteria will
be:
- Preference for Permanent Residents of Ontario
- 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)
- Achievement in the Admission Requirements
Courses
| 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. | ||||
Tuition Summary
London
Online
[1] Total program costs are approximate and subject to change. They do not include additional fees such as the health and dental plan, bus pass, or general expenses. Learn more about ancillary and additional fees.