Exigences du programme
Le certificat en marketing appliqu茅 s'adresse aux 茅tudiants souhaitant acqu茅rir les connaissances fondamentales en marketing qui leur permettront de postuler avec confiance dans des organisations commerciales, industrielles ou sans but lucratif. Les 茅tudiants apprendront les concepts et les th茅ories de base du marketing et auront l'occasion d'utiliser leurs connaissances dans des cas pratiques.
Cours obligatoires
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CMRK 200 Fundamentals of Marketing (3 unit茅s)
Vue d'ensemble
CMRK : Fundamental theories and principles of strategic marketing. Role of the marketing professional in the corporate environment. Applications of marketing practices to new businesses. Development of a marketing plan.
Trimestres : Automne 2015, Hiver 2016, 脡t茅 2016
Charg茅s de cours : Royce, Charles (Fall) Nobel, Ralph (Winter) Royce, Charles (Summer)
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CMRK 225 Marketing Statistics and Research (3 unit茅s)
Vue d'ensemble
CMRK : Basic statistics for marketing research. Qualitative and quantitative data collection techniques, traditional and digital. Use of secondary on-line data: determining reliability, interpretation, analysis.
Trimestres : Automne 2015, Hiver 2016
Charg茅s de cours : Di Luzio, Linda (Fall) Di Luzio, Linda (Winter)
Corequisite: CMRK 200
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CMRK 230 Personal Selling and Customer Service (3 unit茅s)
Vue d'ensemble
CMRK : Introduction to theories and practices of personal selling and delivery of effective customer service. Relationship, product, customer and presentation strategies. Measurement of service quality, feedback, conflict resolution, and management of customer expectations.
Trimestres : Automne 2015
Charg茅s de cours : Desrosiers, Lee (Fall)
Corequisite: CMRK 200.
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CMRK 235 Digital Media Marketing (3 unit茅s)
Vue d'ensemble
CMRK : Electronic marketplaces and their evolving role in Internet business. New channels of marketing, including social media, advertising and communication. Planning, executing, and managing e-commerce. Web analytics, customer analysis, search engine optimization, search engine marketing and issues of permission and privacy.
Trimestres : Hiver 2016
Charg茅s de cours : Gniwisch, Pinny (Winter)
Corequisite: CMRK 200
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CMRK 320 Principles of Consumer Behaviour (3 unit茅s)
Vue d'ensemble
CMRK : Foundational and emerging concepts of consumer behavior. Perception, learning, attitude formation and change, decision-making, social influences, motivations, values, lifestyle, geo-demographics and the dynamics of reference groups in social media. Ethical and responsible use of digital marketing tools.
Trimestres : Hiver 2016
Charg茅s de cours : Royce, Charles (Winter)
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CMRK 321 Integrated Marketing Communications (3 unit茅s)
Vue d'ensemble
CMRK : Marketing communications mix: advertising (in both traditional and digital media), publicity, promotion, creative tactics, direct marketing, marketing-oriented public relations, buzz creation, and sponsorships. Communication theory and ethical practice. Use and effects of social media
Trimestres : Hiver 2016
Charg茅s de cours : Gardner Gregory, Kevin (Winter)
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CMRK 322 Basics of Service Marketing (3 unit茅s)
Vue d'ensemble
CMRK : Differences between marketing of products and of services. Marketing mix for service business. Balance of supply and demand. Permissible nature of a service in relation to time. Value and quality of services. Managing service operations. Customer satisfaction.
Trimestres : Hiver 2016
Charg茅s de cours : Moscovitz, David Lewis (Winter)
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CMRK 325 Global Marketing (3 unit茅s)
Vue d'ensemble
CMRK : Issues faced by businesses when entering and operating in foreign markets: changes in product, pricing, channels, and communications policies. Export marketing in the Canadian context.
Trimestres : 脡t茅 2016
Charg茅s de cours : Desrosiers, Lee (Summer)
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CMRK 430 Marketing Applications (3 unit茅s)
Vue d'ensemble
CMRK : Integrative, capstone course: cultivating skills and techniques required for effective marketing planning. Application of theories and skills learned in previous courses. Situational analysis and problem-solving skills. Cases and marketing simulation.
Trimestres : 脡t茅 2016
Charg茅s de cours : Gardner Gregory, Kevin (Summer)
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CPRL 221 Professional Communication and Networking (3 unit茅s)
Vue d'ensemble
Relations publiques : Fundamental theories and practices of communication and networking (internal and external) in the workplace. Writing, speaking, presentation and team interaction skills.
Trimestres : Automne 2015, Hiver 2016, 脡t茅 2016
Charg茅s de cours : Walsh, Brendan (Fall) Delorme, Bruno (Winter) Walsh, Brendan (Summer)
**In addition to Wednesday classes there will be three Friday classes held on Friday May 13, 20 and June 3 from 18:00 to 21:00.