Overview - 2020/2021
The Marketing Management program will ensure your potential meets your management dreams. This one-year graduate certificate is designed for university and college graduates looking for a career in the marketing management sector. The mix of digital marketing courses offered will provide you with a competitive advantage in today's job market. Fanshawe is the only college to work with Google, the Search Engine Marketing Professional Organization and WordTracker, which gives you unique opportunities to develop search engine marketing skills and conduct real search engine marketing campaigns on the Internet. You'll graduate with superior analytical, decision-making, and communication skills, and be ready for a successful career in sales, marketing research, advertising and promotion, event planning, direct marketing, digital marketing, marketing analytics, promotions management, brand management, public relations, and/or media sales.
In the program, you'll dig deep into marketing's role in driving value for business via both web-based and face-to-face strategies you will learn by being exposed to real life business issues. You'll be mentored to manage, develop and justifying marketing strategies, and presenting your creative ideas to your peers and to real business clients. Available 100% online or in a traditional in-class format with a September and January admission.
If you are thinking about completing your diploma online you can assess your readiness with www.amiready.ca, Fanshawe's Online Readiness Indicator, a measure of the degree to which distance learning and/or learning in a technology rich environment is the right fit for you. We also have a handy checklist to guide you along the way to becoming an online learner.
In-class students can also apply for the opportunity to further develop their marketing consulting skills, with the option of substituting two courses for the intensive community consultancy program, working with real business live clients.
Admission Requirements - 2020/2021
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:
- Business Communication
- Computer applications, particularly Microsoft Word, Excel and PowerPoint
- Applicants may apply for advanced standing on the basis of previous academic achievement at another institution and/or Prior Learning Assessment and Recognition (PLAR). Advanced standing qualifies the applicant for direct entry to a second or higher level of the program.
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
MGMT-6065 Global Market Strategy 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. COMP-5062 Web Design for Optimization 4 In an environment that continues to evolve at an almost exponential rate, the modern marketer plays a key role in the design, construction, and maintenance of a web presence. As a primary hub between social media, email marketing, and mobile based applications, a website is still a key marketing tool. In this course, students will learn to create and dissect the main component of an SEM (Search Engine Marketing) campaign: the website. The student will also study a variety of methods for, and the basic science of SEO (Search Engine Optimization) along with a brief overview of tips and techniques for effective SMO (Social Media Optimization). Basic to advanced construction techniques and coding language will be taught using a text-based application and the WordPress.org platform, along with a variety of other techniques that demonstrate to the student how to create accessible and relevant page content. Skills related to server communication, advanced file management for web storage, planning and promotion of an online presence, and a variety of page functionality and design techniques often used with marketing and e-commerce websites will also be acquirable in this course. Basic graphic optimization skills will be taught for the purpose of enhancing page design using Adobe Photoshop. Various proven and recent optimization techniques will be demonstrated in relation to the WordPress platform with a focus on Google Analytics as a primary means to track user behavior on a web site. MGMT-6066 CRM A Management Approach 3 Creating delighted customers has never been more important than it is today. An entire "customer revolution" has taken place and a new breed of informed and socially engaged customer has appeared. As a result, the age of the customer has put the customers in charge, and above all the customer wants to have an experience. Many businesses are reinventing their business models with customer relationship management technology (such as Salesforce.com) and customer strategy at their core - like CaixaBank, Washington Post, Amazon - and delivering on rapidly evolving customer expectations and experiences. Firms that transform their digital customer engagement to a customer-centric strategy and deliver improved customer outcomes will win. This course will show you how to manage customer interaction in an omnichannel environment, placing customers at the centre of an organization, where they belong. MGMT-6067 Business to Business 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: territory and time management, sales compensation and incentive systems, 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, learning objects and online activities and assignments. MGMT-5074 Google Analytics 3 Website analytics help organizations understand where their internet traffic is coming from and how engaged that traffic is with their sites content. This information should guide decisions related to paid search program management, search engine optimization, and content redesign. While there are many web analytics programs available, Google Analytics (GA) is a free tool available to anyone with a website. Consequently, it is the most widely used website statistics service in use today. In this course, students will learn how core website traffic statistics are calculated such as time on site, avg. pageviews, number of visits, bounce rate, etc. Students will also learn to interpret trends and make recommendations. Students will become familiar with the GA interface and its reporting capabilities. 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-6015 Non-Profit & Event Marketing 4 This course will explore the interrelationships between a non- profit organization's marketing strategies and its overall mission, values, goals, capabilities, and environment. Students will also develop an understanding on how the use of experiential marketing and events can enhance customer relationships and generate new customer leads. Topics include the attitudes and behaviours of clients, influencing target audience behaviours, fundraising and resource development, recruiting and working with volunteers, corporate and non-profit sector partnerships, business to consumer and business to business events. Students will gain practical marketing experience through the completion of an event and marketing plan for a client in the community. INNV-6001 Innovation Applications 4 This course will explore Innovation through projects and group work that are assigned and developed in collaboration with your instructor. With the help of case studies, research reports, and creative thinking methods students will leverage their personal experiences and develop their capacity to innovate in multiple fields.
MGMT-5057 Search Engine Marketing & Google Adwords 4 This course will cover fundamental concepts in Search Engine Marketing using the Google AdWords pay per click (ppc) advertising platform. Students will learn account set up, geo & language targeting, keyword research, ad copywriting, goal setting, keyword bidding, campaign optimization and ROI measurement. Students will be prepared to write the Google Fundamental of Search Certification exam at the completion of the course. MGMT-6117 Search Engine Marketing-Project 4 This course will cover fundamental and advanced concepts in Search Engine Marketing using the Google AdWords pay per click (ppc) advertising platform. All students will participate in the Google Ad Grants Online Marketing Challenge in partnership with their assigned NGO client. Each student team will be charged with creating, running and optimizing a live ppc campaign on behalf of their client for a month using the Google Grant of $10,000. Project deliverables include AdWords account set up, geo & language targeting, keyword research, ad copywriting, goal setting, keyword bidding, campaign optimization and ROI measurement. Students will also have the opportunity to write the Google AdWords certification exams as a part of this course. This course is available to students through an equitable application process. Please consult your Program Coordinator for more details.
MKTG-6016 Marketing Communications 3 Brands can be goods or services, things or people. This course will focus on the techniques used to project and maintain brands in the consumers consciousness and will tie the basic elements of branding strategy to creative and media planning and execution. Integrated marketing communications tools/tactics such as: advertising, sales promotion, public relations, personal selling, Internet-based and direct response communications will be covered. In the course-culminating activity, students will analyze the current communications situation for an actual brand and recommend an appropriate go-forward communications strategy in the form of an integrated marketing communications plan. MKTG-6018 Customer Behaviour 3 Understanding consumer behavior is the basis for marketing activities. This course explores consumer behavior from the following four perspectives: consumer value framework, consumers mental process, external influences on consumer behaviors, and consumers decision-making process. Based on the knowledge of consumer behavior, the students can develop marketing strategies as marketers. Ethical issues regarding marketing practices and consumption are addressed throughout the course. Students will complete projects using consumer behavior theory and research to develop marketing tactics.
MGMT-5038 Community Consultancy 1 6 This course will employ students in the pursuit of helping real businesses in our local community solve problems or realize opportunities. Community Consultants is a business consultancy operated by Fanshawe's Lawrence Kinlin School of Business. The Community Consultants is a 6 credit hour program that incorporates a Service Learning model, similar to experiential learning but also includes: academic enhancement, personal growth and civic engagement. This model gives students the opportunity to challenge themselves, work on a high-performing team while gaining real-world employability skills and a portfolio. Our clients benefit from and rely on your cumulative efforts to research, analyze and synthesize large amounts of data and to make recommendations. You will work alongside 2 faculty advisors and will engage and present your work to the senior level executives from the selected corporations we will serve.The Community Consultants is not a self-selected course as there are limited spots available on this team. You are required to submit a resume and cover letter to the Program Coordinator. An interview will be arranged thereafter. At the discretion of the Program Coordinator, this course will be substituted for two current courses in each student's timetable: MGMT 5016 - Consumer Behaviour, and MGMT 5002 - IMC, Integrated Marketing Communications I. (The core concepts and learning outcomes of MGMT-5016 and MGMT-5002 are incorporated into the learning outcomes for MGMT 5038.)
MGMT-5050 New Media Marketing 3 This course will explore the changes taking place in present day marketing such as audience fragmentation, convergence, shifts towards consumer control, engagement, and an increasingly mobile and multi-tasking audience. Specific topics will investigate the use of marketing via email, mobile applications, digital/satellite television and related technologies, the internet, advergaming, social media (Blogs, YouTube, Social Networking sites), as well as the privacy/security/legal issues that relate to these items. MKTG-6017 Primary Marketing Research 3 The course introduces the students to 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.
MGMT-5039 Community Consultancy 2 6 This course will employ students in the pursuit of helping real businesses in our local community solve problems or realize opportunities. Community Consultants is a business consultancy operated by Fanshawe's Lawrence Kinlin School of Business. The Community Consultants is a 6 credit hour program that incorporates a Service Learning model, similar to experiential learning but also includes: academic enhancement, personal growth and civic engagement. This model gives students the opportunity to challenge themselves, work on a high-performing team while gaining real-world employability skills and a portfolio. Our clients benefit from and rely on your cumulative efforts to research, analyze and synthesize large amounts of data and to make recommendations. You will work alongside 2 faculty advisors and will engage and present your work to the senior level executives from the selected corporations we will serve.The Community Consultants is not a self-selected course as there are limited spots available on this team. You are required to submit a resume and cover letter to the Program Coordinator. An interview will be arranged thereafter.
Careers - 2020/2021
Career OpportunitiesGraduates of the Marketing Management program are prepared for a marketing career in all sectors (e.g., manufacturing, retail, health care, education, not-for-profit, government) and in several fields (e.g., sales, retail management, advertising, brand management, sports and event marketing, digital marketing, search engine marketing, market research). Graduates are suited to a variety of positions, including: Digital Marketing Specialist, Market Researcher, Customer Relationship Management (CRM) Specialist, Marketing Specialist, Marketing Analyst, Advertising Specialist, Brand Manager, Category Manager, Account Executive and Event Planner.
More Information - 2020/2021A Mandatory Mobile Computing (Laptop) Program
A One-Year Ontario College Graduate Certificate Program
Offered as a Weekday Program and as an Online ProgramProgram Code: MKM1
Campus Code: LC (LC - London)
15 week terms
Academic Calendars available at www.fanshawec.ca/academicdates
Program Code: MKM1
Campus Code: LCL (LCL - London-Online)
15 week terms
Academic Calendars available at www.fanshawec.ca/academicdates
ContactLawrence Kinlin School of Business: 519-452-4290
Marketing Management is a one-year Ontario College Graduate Certificate program completed in two four-month levels. The program is designed for university or college graduates (who may or may not have business experience) but wish to gain professional skills in a number of specialized marketing disciplines, including: digital marketing, not-for-profit marketing, market research; customer relationship management; global marketing; sales management; web design and marketing communications. A unique feature of the program is Fanshawe College's collaborative relationship with Google, which allows students to gain experience in Search Engine Marketing (SEM) and Search Engine Optimization (SEO) by running live campaigns for real clients using Google Adwords and Google Analytics. The program prepares students to pursue Google designations which are in high demand but not widely available. Applied learning is further enhanced through projects requiring students to help solve real problems for community organizations that target business, consumer, international and not-for-profit markets. Graduates of the program will have superior analytical, decision-making, and communication skills and the ability to succeed in a variety of functional areas, including: SEM, digital marketing, sales account management, market research, advertising and promotion, event planning, direct marketing, database marketing, promotions management, and brand management.
Other InformationStudents entering Level 1 of Marketing Management in January are expected to proceed to Level 2 of the program in the summer term. Applicants applying to the Online version of the program should select Campus Code LCL (LCL- London-Online). Applicants applying to the Online version of the program should ensure they have appropriate technological capacity to complete the program, including access to a computer, required software and internet access for each course in the program. Students attending the Online version of the program will not be required to pay a CONNECT lab fee. For all other students a laptop computer is to be purchased by the student, approximately $1000.00. The cost of the laptop is included in the General Expenses stated in the Fee Schedule. A CONNECT lab fee of $50.00 per academic term is included in the Additional Program Fees stated in the Fee Schedule. This fee helps cover costs associated with the delivery of the CONNECT mobile computing program. Students should not purchase a laptop computer or software until the College publishes the recommended configuration, models, software titles and versions for that academic year.Learning Outcomes
The graduate has reliably demonstrated the ability to:
- Develop a promotion mix* for marketing* a product* or service based on an identified target market;
- Develop pricing strategies which take into account perceived value, competitive pressures, and corporate objectives;
- Develop strategies for the efficient distribution of products* and services;
- Determine strategies for developing new products* and services that are consistent with evolving market needs;
- Evaluate results of marketing* activities using criteria related to budgeted sales, costs, and profits;
- Formulate a marketing* plan including marketing objectives, marketing mix*, strategies, budgetary considerations, and evaluation criteria;
- Communicate marketing* information persuasively and accurately in oral, written, and graphic* formats;
- Prepare and deliver a sales presentation;
- Evaluate the viability of marketing* a product* or service in an international market or markets;
- Conduct primary research on market conditions in order to determine existing and potential levels of activity for particular products* and services;
- Apply human resource and leadership knowledge and skills to enhance performance with individuals and teams to contribute to the successful marketing* function of an enterprise;
- Employ marketing* management techniques in the planning, directing, and controlling of an enterprise;
- Develop personal professional development strategies and plans to enhance leadership, management skills, and marketing* expertise;
- Develop strategies to establish working relationships with clients, customers, and consumers* which maintain and strengthen their loyalty to his/her organization;
- Apply the principles of business ethics and corporate social responsibility;
- Prepare the marketing* component of a business plan.