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Program Requirements
The Graduate Certificate in Digital Marketing has been developed for students who wish to upgrade their existing knowledge and skills in marketing to specialize in the dynamic digital environment. The program is designed to provide students with prior marketing knowledge the opportunity to develop a solid understanding of the theoretical foundations, tools, and skills to implement and measure digital strategies, engage with consumers, apply search engine optimization (SEO), optimize the user experience, and develop a digital marketing strategy that is aligned to traditional marketing efforts. The program comprises four required courses and one complementary course.
Required Courses (12 credits)
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CMIS 543 Digital Customer Experience (3 credits)
Overview
Management Information Systems : Covers the fundamental techniques for understanding, analyzing and optimizing customer experience on digital platforms. Explores best practices in designing and optimizing conversion actions in an online business. Management of customer data and confidentiality.
Terms: Winter 2022
Instructors: Mottaghi, Hoda (Winter)
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CMIS 544 Digital Marketing Automation, Planning and Technology (3 credits)
Overview
Management Information Systems : Covers the fundamental concepts needed to develop a digital marketing plan. Enables students to gain an understanding of market behaviour, translation of corporate goals into digital marketing objectives, basic overview of various strategic approaches to align to objectives, as well as implementation and control.
Terms: Winter 2022
Instructors: Mottaghi, Hoda (Winter)
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CMIS 549 Digital Media and Search Engine Optimization (3 credits)
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)
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CMR2 573 Digital Marketing Communications (3 credits)
Overview
Marketing : Applies a strategic approach to developing and measuring a digital marketing communication strategy for various platforms and channels aligned to the traditional marketing communications mix. Covers how to leverage best practices to optimise online community building, conversion, and customer experience through digital channels in an integrated marketing communication strategy.
Terms: This course is not scheduled for the 2021-2022 academic year.
Instructors: There are no professors associated with this course for the 2021-2022 academic year.
Complementary Course (3 credits)
3 credits from:
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CGM2 510 Project Management: Tools and Techniques (3 credits)
Overview
Management : Focus on main concepts and theories of project management from initiation to close-out. Topics include: project life cycle, planning, scheduling, implementing, monitoring, controlling, close-out and ethics. The concepts presented apply to projects of various sizes, types and degrees of complexity.
Terms: Fall 2021, Winter 2022, Summer 2022
Instructors: Chasse, Andrew; Samia, Maroun (Fall) Gauthier, Sylvain; Chasse, Andrew; Corbeil, Linda (Winter) Chasse, Andrew (Summer)
Restrictions: Open to students currently in a program. Not open to Special Students.
**Due to the intensive nature of this course, the standard add/drop and withdrawal deadlines do not apply. Add/drop is the second lecture day and withdrawal is the fourth lecture day.
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CMR2 542 Marketing Principles and Applications (3 credits)
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)
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CMR2 548 Processes of Marketing Research (3 credits)
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)
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CMR2 590 Topics in Marketing (3 credits)
Overview
Marketing : Specialized course covering an advanced topic in the marketing area selected from current issues or themes in literature.
Terms: This course is not scheduled for the 2021-2022 academic year.
Instructors: There are no professors associated with this course for the 2021-2022 academic year.
Note: Content will vary from year to year.
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CPL2 552 Strategic Management (3 credits)
Overview
Policy : Includes analysis of major forces driving organizations, explores mission development, goal selection, corporate strategy, policy formulation for the benefit of all stakeholders. Discusses situations confronting senior managers in the competitive environment, includes topics such as the identification and evaluation of strategic alternatives, the management of control processes for increased productivity, etc.
Terms: Fall 2021, Winter 2022
Instructors: Hollingworth, Mark (Fall) Hollingworth, Mark (Winter)
Prerequisite: Advanced student
Or any other 500- or 600-level course offered and approved by Career and Professional Development and approved by the Department.
School of Continuing Studies—2021-2022 (last updated May. 27, 2021) (disclaimer)
