Courses
Marketing Management-2026/2027
| Level 1 | ||||
| Take all of the following Mandatory Courses: | ||||
| MKTG-6045 | Market Research | 3 | ||
| The course introduces the students to secondary research and primary market research (the creation of new data specific to the marketer's problem) and details its process. The students will be managing a marketing research project for a client where they will create the marketing research objectives and design, develop a data collection instrument, perform advanced analysis on the data using industry-leading software, and report the research results. | ||||
| COMP-6065 | Web Design for User Experience | 4 | ||
| In today's evolving digital landscape, the modern marketer plays a crucial role in shaping and maintaining a brands' online presence through the brands' website. Websites are trusted by consumers as a single access point for brands. The modern website acts as a hub connecting various business operations and digital marketing efforts. Marketers often work cross-functionally with web designers and developers and need to ensure they are working together to prioritize the user experience. Designing websites with the end user in mind ensures website development efforts are useful, cost effective, and backed by data-informed business decisions. Websites designed and optimized for the user lay the critical foundation for most other forms of digital marketing, like search engine marketing, social media marketing, and search engine optimization. In this course students will be introduced to the key aspects of website design and development including strategy, scoping, planning, prototyping, developing, and testing. Students will learn various optimization strategies, apply basic construction techniques, and will learn to analyze and assess existing websites for usability and optimization. Students will gain a comprehensive understanding of both theoretical and practical aspects of website design and development from a user-first perspective. As a final deliverable students will strategically plan, design, and develop a website. | ||||
| MKTG-6066 | CRM & Automation | 3 | ||
| This graduate-level course is designed to develop advanced skills and knowledge in customer relationship management (CRM) and marketing automation. Students will analyze customer-centric strategies to manage relationships across the customer lifecycle, evaluate the effectiveness of acquisition and retention approaches, and create innovative workflows to enhance customer engagement. Participants will apply principles of email marketing and automation tools to deliver targeted campaigns, synthesize data-driven insights to improve decision-making, and understand the strategic role of CRM in driving business success. By the end of the course, students will be equipped to design and implement scalable marketing solutions that foster long-term customer loyalty. | ||||
| MGMT-6207 | Google Analytics & SEO | 3 | ||
| The first half of this course covers Google Analytics 4 (GA4) and teaches students to leverage data for smarter decision-making. This course provides a deep dive into GA4's enhanced features, including its event-based tracking. Through hands-on exercises and real-world scenarios, participants will learn how to set up and configure GA4 properties, create custom reports, analyze user behavior, and implement advanced tracking techniques. Special focus will be given to understanding GA4's insights for optimizing marketing strategies, improving website performance, and enhancing user experiences. The second half of the course is focused on Search Engine Optimization (SEO) where students learn to improve website visibility and drive organic traffic. Students will explore core SEO concepts, including keyword research, on-page and off-page optimization, technical SEO, and content strategies. Students learn to leverage analytics to track performance and apply best practices for achieving higher rankings. Students will also complete a comprehensive SEO audit, gaining practical experience in diagnosing and improving a website's search performance. | ||||
| COMM-6019 | Advanced Professional Communication | 3 | ||
| This course focuses on refining and advancing students workplace communication abilities. The advanced communication documents and strategies covered include presentation skills, research skills, business document writing, meeting and management team strategies, business etiquette, and advanced employment communications. Additionally, students learn about interpersonal and intercultural communication (high/low and monochromic/polychromic context) concepts and strategies. | ||||
| MKTG-5006 | Marketing Management | 3 | ||
| 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 final marketing plan to address the objectives of an organization. They will also take on a simulation where they have an opportunity to run the marketing for their own company. | ||||
| Level 2 | ||||
| Take all of the following Mandatory Courses: | ||||
| MKTG-6067 | B2B Social Selling | 3 | ||
| In this course, student 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: sales strategies, prospecting and qualifying sales leads, sales training and effective sales presentation methods. Learning will be derived from in-class lectures, in-class activities, group presentations, role playing and assignments. | ||||
| MGMT-6208 | Global Marketing & E-Commerce | 4 | ||
| Global Marketing is one of the most important and rapidly evolving fields in management. With rapid technological developments in communication and transportation, and the new regional and global economic bodies and trade partnerships, business organizations today are both faced with new challenges and at the same time presented with new global opportunities. This course will draw on previously acquired marketing skills and introduce new skills applicable to the global marketplace. | ||||
| 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. | ||||
| Add'l Req | ||||
| Students will be enrolled in one of the following groups: | ||||
Group 1 | ||||
| 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. | ||||
| MGMT-6209 | Social Media & Content Management | 3 | ||
| This course will explore digital marketing strategies and tactics within the context of developing and running digital marketing campaigns with a focus on content marketing, influencer marketing, social media, social listening, and online video. Students will learn to evaluate and apply the effective use of these digital components while integrating them into a broader picture that involves considerations related to planning, targeting, and analysing results in an ongoing campaign environment. Applicable legal, ethical, and privacy issues will also be explored in terms of the impact, limits, and influence that they have on the practical implementation of tactics employed by digital marketers in Canada. | ||||
| MGMT-6210 | Google & Meta Ads | 4 | ||
| Search is the largest digital advertising format in Canada. In 2022 it represented over 46% of total digital ad spend. Social media marketing follows close behind at 25%. For the modern digital marketer, understanding how to create, run and optimize effective paid search and paid social media campaigns is an essential skill. In this course, students will learn the fundamentals and strategies needed to create, run, and optimize effective paid search and paid social media campaigns. In the first half of the course students will focus on the most popular search engine marketing channel available to marketers today, Google Ads. In the course's latter half, students will delve into popular paid social media advertising channels mainly, the Meta Ads Manager. By the end of the course, students will be proficient in the tools and strategies needed to develop, manage, and optimize paid search and paid social media advertising campaigns that drive business results. As a final group project students work together to plan and create a creative Meta Ads campaign using various ad creation tools and techniques. | ||||
Group 2 | ||||
| MKTG-6068 | Digital Product Innovation | 4 | ||
| Welcome to digital product innovation (i.e. "the product course!") In today's world, digital products shape nearly every aspect of our daily lives from mobile banking and self-checkout kiosks to language learning apps and digital wallets. Behind each of these experiences is a product team working to deliver value, and at the heart of that team is the Product Manager. This course equips you with the tools, frameworks, and mindset to conceptualize, design, launch, and manage successful B2B digital products. You'll explore the evolving lifecycle of digital products, contrasting them with traditional product models, and learn how Agile methodologies like Scrum empower cross-functional teams to iterate quickly and deliver customer value. Students will examine the key roles within product teams like the Product Manager and how they collaborate to drive innovation. The course emphasizes Agile principles and cross-functional teamwork, while introducing strategic tools like the Business Model Canvas and customer-centric frameworks such as Jobs to Be Done and value mapping. Learners will explore feature prioritization methods (KANO, RICE), build product roadmaps and PRDs, and develop go-to-market strategies focused on audience targeting, acquisition, and retention. Finally, the course covers product marketing essentials, including segmentation, launch kits, and growth tactics like A/B testing, personalization, and lifecycle marketing to ensure long-term product success. Whether you're leading a digital product or supporting one as a marketer, this course will help you understand how digital product teams operate and how marketers can drive impact within them. You'll leave with a capstone-ready toolkit to champion innovation from ideation to launch. | ||||
| MGMT-6209 | Social Media & Content Management | 3 | ||
| This course will explore digital marketing strategies and tactics within the context of developing and running digital marketing campaigns with a focus on content marketing, influencer marketing, social media, social listening, and online video. Students will learn to evaluate and apply the effective use of these digital components while integrating them into a broader picture that involves considerations related to planning, targeting, and analysing results in an ongoing campaign environment. Applicable legal, ethical, and privacy issues will also be explored in terms of the impact, limits, and influence that they have on the practical implementation of tactics employed by digital marketers in Canada. | ||||
| MGMT-6210 | Google & Meta Ads | 4 | ||
| Search is the largest digital advertising format in Canada. In 2022 it represented over 46% of total digital ad spend. Social media marketing follows close behind at 25%. For the modern digital marketer, understanding how to create, run and optimize effective paid search and paid social media campaigns is an essential skill. In this course, students will learn the fundamentals and strategies needed to create, run, and optimize effective paid search and paid social media campaigns. In the first half of the course students will focus on the most popular search engine marketing channel available to marketers today, Google Ads. In the course's latter half, students will delve into popular paid social media advertising channels mainly, the Meta Ads Manager. By the end of the course, students will be proficient in the tools and strategies needed to develop, manage, and optimize paid search and paid social media advertising campaigns that drive business results. As a final group project students work together to plan and create a creative Meta Ads campaign using various ad creation tools and techniques. | ||||
Group 3 | ||||
| MKTG-6044 | Village Creative Digital Mkting Agency | 11 | ||
| This advanced experiential learning course is designed for applicant students with a minimum 3.0 GPA. This immersive program offers hands-on experience in delivering professional marketing services to real businesses. Students will provide solutions such as Social Media Plans, SEO Audits, Website Development, eCommerce Site Management, SEM Campaigns, and comprehensive Brand Development strategies. With access to real budgets, students will craft and execute live advertising campaigns on major platforms, including Google, Meta, and TikTok, gaining practical, industry-relevant skills. Guided by expert professors, this course emphasizes learning through doing while building a portfolio of real-world marketing projects. Benefits for accepted students includes: exemption from MKTG-6068 (Digital Product Innovation), MGMT-6210 (Google & Meta Ads), and MKTG-6209 (Social Media & Content Management); earn 11 credits while achieving equivalent learning outcomes, plus additional hands-on experience; gain practical expertise and industry recognition that sets you apart in the job market. This course is ideal for students who want to graduate with in-depth, practical marketing knowledge and a competitive edge in the industry. | ||||
| 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 | ||||