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Program Requirements

The Diploma in Applied Marketing is intended for students who wish to build on their previous university studies to help prepare themselves for marketing positions in business, industry, or not-for-profit organizations, or to make a career change. This program will introduce students to theories, practices, and recent developments in the field of marketing, and provide an opportunity to apply these in practical situations. Students must have a Bachelor's degree in any discipline with a minimum CGPA of 3.0 out of 4.0 or 3.2 out of 4.0 in the last two years of full-time academic studies.

Required Courses

• CGM2 520 Sales Management and Negotiation Strategies (3 credits)

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Management : Application of principles and theories of sales management for large, medium, and small-sized enterprises. Focus on crystallizing a venture’s customer value proposition to develop effective sales strategies to achieve business and marketing objectives. Strategies for personal selling, team selling, and online and offline selling as well as B-to-B and B-to-C models. Business negotiation strategies.

  Terms: Fall 2021

  Instructors: Sacksner, Jeffrey (Fall)

• CMIS 549 Digital Media and Search Engine Optimization (3 credits)

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Management Information Systems : Covers the fundamentals of promoting a brand through digital mediums and how to take advantage of earned digital media. Provides an understanding of how paid search, search engine optimization, various forms of digital media planning and placement, social media promotion work and, how to monitor and optimize performance.

  Terms: Fall 2021

  Instructors: Harrisson-Boudreau, Jean-Philippe (Fall)

• CMR2 542 Marketing Principles and Applications (3 credits)

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Marketing : Covers the different aspects of marketing operations: the marketing concept, the analysis and research of market opportunities, the planning, implementation, and control of the marketing program (Product, Promotion, Distribution, and Pricing). The course focuses on Canadian market environment and Canadian marketing institutions. Lectures and case studies on an individual basis and/or involving team work will be used.

  Terms: Fall 2021, Winter 2022

  Instructors: Dellar, Mary (Fall) Letovsky, Steven (Winter)

• CMR2 543 Marketing of Services (3 credits)

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Marketing : Concepts of service marketing. Current trends. Strategic marketing plans for services. Customer satisfaction issues in services marketing: timing, communication, quality, loyalty. Service marketing for private and public sectors.

  Terms: Winter 2022

  Instructors: Letovsky, Steven (Winter)

  • Prerequisite: CMR2 542 and CMR2 548.

• CMR2 548 Processes of Marketing Research (3 credits)

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Marketing : Comprehensive review of statistics, with emphasis on key issues required to understand and communicate marketing information: descriptive statistics, measures of central tendency, theory of probability, normal distributions, hypothesis testing, correlation and regression. Marketing research: qualitative and quantitative data collection techniques, interpretation of secondary on-line research.

  Terms: Fall 2021

  Instructors: Letovsky, Steven (Fall)

• CMR2 556 Buyer Behaviour (3 credits)

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Marketing : This course focuses on the behaviour of the consumer in the marketplace and the research approaches used to gain an understanding of that behaviour. Once sensitized to issues of human behaviour in this context, students develop a deeper understanding of the basic processes specific to consumer behaviour.

  Terms: Winter 2022

  Instructors: Royce, Charles (Winter)

  • Prerequisites: CMR2 542 and CMR2 548

• CMR2 564 Marketing Communications: A Strategic Approach (3 credits)

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Marketing : Strategic approach to the integrated marketing communications mix: advertising, promotion, creative, direct marketing, public relations, and sponsorships. Use and effects of social media. Communication theory and ethical issues.

  Terms: Winter 2022

  Instructors: Gardner Gregory, Kevin (Winter)

  • Prerequisites: CMR2 542 and CMR2 548

• CMR2 566 Global Marketing Management (3 credits)

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Marketing : Marketing management considerations of a company seeking to extend beyond the confines of its domestic market. A review of product, pricing, channels of distribution and communications policies to develop an optimum strategy (between adapting completely to each local environment and standardizing across them) for arriving at an integrated and profitable operation. Particular attention to international marketing and exporting in the Canadian context.

  Terms: Winter 2022

  Instructors: DesRosiers, Lee (Winter)

  • Prerequisites: CMR2 542 and (CMR2 548 or CMS2 521)

• CMR2 570 Strategic Marketing Planning (3 credits)

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Marketing : Planning and decision-making. Strong quantitative component and focus on situational analysis and strategy development. Special attention to the role of marketing strategy in society and on its relevance to the firm, organization, and individual. Case analyses and field work.

  Terms: Summer 2022

  Instructors: Gardner Gregory, Kevin (Summer)

  • Prerequisites: CMIS 542, CMR2 542, 543,548, 549, 556, 564,566 and CPL2 510.

• CPL2 510 Communication and Networking Skills (3 credits)

  Offered by: Career & Professional Develop (School of Continuing Studies)

  Overview

  Policy : This course will provide students with leadership skills pertaining to communication and networking in the workplace. Topics covered include influencing, appraising situations, business networking, teamwork and delivering effective presentations.

  Terms: Fall 2021, Winter 2022, Summer 2022

  Instructors: MacGregor, Jane (Fall) Walsh, Brendan (Winter) MacGregor, Jane (Summer)