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. Delivery format may change for January 2021 and onwards.

Ensure your potential meets your management dreams - 2021/2022

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.

About the marketing management program

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.

Award-winning marketing management students

The worldwide winners of the 2020 Global Online Marketing Academic Challenge was the Wes for Youth Online team with Marketing Management students Sonam Singh, Bernice Udeogu and Josephine Aiteobhor. The team had a $10,000 budget provided by the Google Grant program. The objective was to raise awareness for this great organization: free online counselling services for Ontario youth. The team's campaign resulted in 59 new website registrations - an all-time high for Wes for Youth Online!

A part-time online version of this program is available

 

 

Admission Requirements - 2021/2022

Admission Requirements

A Two- or Three-Year College Diploma, or a Degree
(Note: minimum 'C+' average or cumulative 2.5 GPA)
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.

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

Advanced Standing

  • 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:

  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

Courses

Marketing Management-2021/2022

Level 1
Take all of the following Mandatory Courses:
MKTG-6017Primary Marketing Research3
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.
COMP-5062Web Design for Optimization4
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-6066CRM A Management Approach3
This marketing course is designed to provide a theoretical basis for developing a customer relationship management (CRM) strategy within an organization. Students will use case based theory and practice to radically rethink how to develop and implement customer-centric strategies that can be applied to any business. Students will also gain valuable insights into how to apply performance metrics, manage customers according to customer lifetime value, rethink organizational processes, and optimize acquisition/retention marketing programs. At the end of this course, students will be able to create a customer relationship marketing plan that aligns organizational priorities and maximizes the customer's strategic value.
MGMT-5074Google Analytics3
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-6019Advanced Professional Communication3
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-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.

Level 2
Take all of the following Mandatory Courses:

Group 1
MGMT-6067Business to Business Selling3
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-6065Global Market Strategy4
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.
MGMT-5050New Media Marketing3
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.


Group 2
Take MGMT-5057 or MGMT-6117
MGMT-5057Search Engine Marketing & Google Adwords4
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-6117Search Engine Marketing-Project4
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.

Add'l Req
Students will be enrolled in one of the following groups:

Group 1
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.
MKTG-6018Customer Behaviour3
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.


Group 2
MKTG-6015Non-Profit & Event Marketing4
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.
MKTG-6018Customer Behaviour3
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.


Group 3
MGMT-5092Employer Rounds6
Employer Rounds is a 6 credit hour capstone, experiential learning program offered in the graduating semester to those with a combination of a minimum 3.0 GPA and strong attendance. With a minimum number of seats available, each student selected will have the opportunity to assist three organizations, working alongside multiple faculty members. The Employer Rounds consist of: 4 weeks of teaching rounds, followed by 11 weeks of employer rounds, during the employer rounds student forego classes but are required to meet faculty weekly for what is referred to as table rounds as they progress client projects. The weekly Table Rounds ensure students and clients are supported to a successful completion while providing students with: academic enhancement, personal growth and civic engagement. At the discretion of the program coordinator, those students who meet the criteria of this course will be substituted for two current courses: Non-profit marketing and Consumer Behaviour. You are required to send the program coordinator a letter of interest. An interview may be arranged thereafter.

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 - 2021/2022

Career Opportunities

Graduates 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 - 2021/2022

A Mandatory Mobile Computing (Laptop) Program
A One-Year Ontario College Graduate Certificate Program
Offered as a Weekday Program and as an Online Program
Program Code: MKM1
Campus Code: LC (LC - London)
September/January/May Admission
15 week terms

Academic Calendars available at www.fanshawec.ca/academicdates  

Program Code: MKM1
Campus Code: LCL (LCL - London-Online)
September Admission
15 week terms
Academic Calendars available at www.fanshawec.ca/academicdates

Contact

Lawrence Kinlin School of Business: 519-452-4290

Program Description

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 Information

Students 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:

  1. Formulate a marketing plan that will meet the needs or goals of a business or organization;
  2. Develop an integrated marketing communications plan for a product, concept, good and/or service based on an identified market need or target;
  3. Formulate strategies for developing new and/or modified products, concepts, goods and services that respond to evolving market needs;
  4. Develop strategies for the efficient and effective placement/ distribution of products, concepts, goods, and services that respond to evolving markets;
  5. Evaluate the impact of using different marketing strategies for a product, concept, good and/or service, on the finances, Return on Investment (ROI) and business goals of an organization;
  6. Evaluate the viability of a concept, product, good and/ or service in a local, national or international markets;
  7. Conduct market research to provide information needed to make marketing decisions;
  8. Communicate marketing information persuasively and accurately in oral, written, graphic and interactive media formats;
  9. Plan, prepare and deliver a sales presentation or pitch that addresses the needs of the client;
  10. Develop strategies with clients, customers, and consumers and others to grow and maintain relationships;
  11. Develop learning and development strategies and plans to enhance professional growth in the field;
  12. Apply entrepreneurial strategies to identify and respond to new career opportunities that might include contract employment, and self-employment initiatives;
  13. Participate in and contribute to a framework of organizational policies and practices, when conducting business of the organization;
  14. Apply the principles of business ethics and corporate social responsibility to business decisions;
  15. Employ the management techniques of planning, organizing, directing, and controlling of marketing functions and activities in response to the business needs of the organization.

Program Pathways

For information about Program Pathways visit www.fanshawec.ca/programpathways.

Program Details

More details

Canadian Students

Start Dates
Locations
Availability

Full Time Offerings

2021 January
London
Open
2021 May
London
Open
2021 September
London
Open
2021 September
London - Online
Open
2022 January
London
Open
2022 May
London
Open

Part Time Offerings

2021 January
London - Online
Open
2021 September
London - Online
Open
2022 January
London - Online
Open

International Students

Start Dates
Locations
Availability
2021 January
Fully Online
Open
2021 May
London
Open
2021 September
London
Open
2022 January
London
Open
2022 May
London
Open
Program Code
MKM1

Program Coordinator:

Rhonda Payne

Delivery
Day Time
Full-Time
Part-Time
Online
Credential
Ontario College Graduate Certificate
Duration
30 weeks

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