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Program Requirements

Le certificat en marketing appliqué s'adresse aux étudiants souhaitant acquérir les connaissances fondamentales en marketing qui leur permettront de postuler avec confiance dans des organisations commerciales, industrielles ou sans but lucratif. Les étudiants apprendront les concepts et les théories de base du marketing et auront l'occasion d'utiliser leurs connaissances dans des cas pratiques.

Cours obligatoires

• CMRK 200 Fundamentals of Marketing (3 unités)

  Offered by: Développement de carrière et perfectionnement professionnel (École d'éducation permanente)

  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.

  Terms: Automne 2017, Hiver 2018, Été 2018

  Instructors: Dellar, Mary (Fall) Royce, Charles (Winter) Dellar, Mary (Summer)

• CMRK 225 Marketing Statistics and Research (3 unités)

  Offered by: Développement de carrière et perfectionnement professionnel (École d'éducation permanente)

  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.

  Terms: Automne 2017, Hiver 2018

  Instructors: Di Luzio, Linda (Fall) Letovsky, Steven (Winter)

  • Corequisite: CMRK 200

• CMRK 230 Personal Selling and Customer Service (3 unités)

  Offered by: Développement de carrière et perfectionnement professionnel (École d'éducation permanente)

  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.

  Terms: Automne 2017

  Instructors: Desrosiers, Lee (Fall)

  • Corequisite: CMRK 200.

• CMRK 235 Digital Media Marketing (3 unités)

  Offered by: Développement de carrière et perfectionnement professionnel (École d'éducation permanente)

  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.

  Terms: Automne 2017

  Instructors: Gardner Gregory, Kevin (Fall)

  • Corequisite: CMRK 200

• CMRK 320 Principles of Consumer Behaviour (3 unités)

  Offered by: Développement de carrière et perfectionnement professionnel (École d'éducation permanente)

  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.

  Terms: Hiver 2018

  Instructors: Gardner Gregory, Kevin (Winter)

  • Prerequisites: CMRK 200 and CMRK 225.

• CMRK 321 Integrated Marketing Communications (3 unités)

  Offered by: Développement de carrière et perfectionnement professionnel (École d'éducation permanente)

  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

  Terms: Hiver 2018

  Instructors: Dellar, Mary (Winter)

  • Prerequisites: CMRK 200 and CMRK 225.

• CMRK 322 Basics of Service Marketing (3 unités)

  Offered by: Développement de carrière et perfectionnement professionnel (École d'éducation permanente)

  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.

  Terms: Hiver 2018

  Instructors: Letovsky, Steven (Winter)

  • Prerequisites: CMRK 200 and CMRK 225.

• CMRK 325 Global Marketing (3 unités)

  Offered by: Développement de carrière et perfectionnement professionnel (École d'éducation permanente)

  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.

  Terms: Hiver 2018, Été 2018

  Instructors: Dellar, Mary (Winter) Desrosiers, Lee (Summer)

  • Prerequisites: CMRK 200 and CMRK 225.

• CMRK 430 Marketing Applications (3 unités)

  Offered by: Développement de carrière et perfectionnement professionnel (École d'éducation permanente)

  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.

  Terms: Été 2018

  Instructors: Gardner Gregory, Kevin (Summer)

  • Prerequisites: CMRK 200, CMRK 225, CMRK 230, CMRK 235, CMRK 320, CMRK 321, CMRK 322, CMRK 325, CPRL 221.

• CPRL 221 Professional Communication and Networking (3 unités)

  Offered by: Développement de carrière et perfectionnement professionnel (École d'éducation permanente)

  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.

  Terms: Automne 2017, Hiver 2018, Été 2018

  Instructors: Walsh, Brendan; Delorme, Bruno; Malo, Katherine (Fall) Callaway, Yvonne (Winter) Walsh, Brendan (Summer)