Customer Relationship Marketing & Sales Management

*Domestic applicants include Canadian citizens, permanent residents, protected persons and Convention refugees.
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:
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:
Program Coordinator:
Simone Moreau-Rodgers
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 | ||
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. |
*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.