Marketing
Que vous soyez un nouveau venu dans le domaine du marketing ou que vous souhaitiez parfaire vos connaissances, nos programmes et nos cours vous prépareront assurément à la réussite.
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Certificats
Acquérez les connaissances approfondies dont vous avez besoin pour exceller dans le domaine du marketing.
Diplômes
Développez une bonne compréhension des principes stratégiques, allant du marketing en ligne à la gestion du marketing international.
Certificats
Ce programme de certificat de perfectionnement professionnel en marketing numérique et publicité, non assorti d’unités, permet aux étudiants d’acquérir les connaissances et les compétences de marketing numérique les plus recherchées, pour qui souhaite continuer de se démarquer sur le marché d’aujourd’hui.
Il n’est pas obligatoire d’être inscrit à ce programme pour suivre le cours YCBS 281 Digital Marketing Fundamentals. L’inscription à ce cours est ouverte à tous.
Il n’est pas obligatoire d’être inscrit à ce programme pour suivre le cours YCBS 281 Digital Marketing Fundamentals. L’inscription à ce cours est ouverte à tous.
Cours et ateliers
CCLW 511 Law 1.
(3 credits)
Automne 2019, Printemps/Été 2020
Sources and administration of law; the Canadian Constitution and the division of powers; the Quebec Civil Code, comprising the law of persons, the law of property, obligations, contracts, sale, lease and hire, mandate, suretyship, hypothecs and prescription.
CMIS 549 Digital Media and Search Engine Optimization.
(3 credits)
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.
CMR2 542 Marketing Principles and Applications.
(3 credits)
Hiver 2019, Automne 2019, Hiver 2020
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.
CMR2 543 Marketing of Services.
(3 credits)
Hiver 2019, Hiver 2020
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.
CMR2 548 Processes of Marketing Research.
(3 credits)
Hiver 2019, Automne 2019, Hiver 2020
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.
CMR2 549 Strategic Selling.
(3 credits)
Theories and practices of personal selling. Principles of sales management. Customer experience. organizational sales strategy, development of relationship, product, customer and presentation strategies, sales team management, measurement of service quality, feedback research, and management of customers’ expectations.
CMR2 556 Buyer Behaviour.
(3 credits)
Hiver 2019, Hiver 2020
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.
CMR2 564 Marketing Communications: A Strategic Approach.
(3 credits)
Hiver 2019, Hiver 2020
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.
CMR2 566 Global Marketing Management.
(3 credits)
Hiver 2019, Hiver 2020
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.
CMR2 570 Strategic Marketing Planning.
(3 credits)
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.
CMR2 573 Digital Marketing Communications.
(3 credits)
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.
CMR2 590 Topics in Marketing.
(3 credits)
Specialized course covering an advanced topic in the marketing area selected from current issues or themes in literature.
CMRK 225 Marketing Statistics and Research.
(3 credits)
In-class, Part-time
Hiver 2019, Automne 2019, Hiver 2020
Basic statistics for marketing research. Qualitative and quantitative data collection techniques, traditional and digital. Use of secondary on-line data: determining reliability, interpretation, analysis.
CMRK 230 Personal Selling and Customer Service.
(3 credits)
In-class, Part-time
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.
CMRK 320 Principles of Consumer Behaviour.
(3 credits)
In-class, Part-time
Hiver 2019, Hiver 2020
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.
CMRK 321 Integrated Marketing Communications.
(3 credits)
In-class, Part-time
Hiver 2019, Hiver 2020
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
CMRK 322 Basics of Service Marketing.
(3 credits)
In-class, Part-time
Hiver 2019, Hiver 2020
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.
CMRK 325 Global Marketing.
(3 credits)
In-class, Part-time
Hiver 2019, Hiver 2020
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.
CMRK 430 Marketing Applications.
(3 credits)
Printemps/Été 2020
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.
CPL2 553 Small Business Management.
(3 credits)
This course will focus on the concepts and activities of entrepreneurship in the small business environment. Through the analysis of small business situations and the study of related case material, students will learn the fundamental actions required in practice to start and manage a small business. Skill acquisition will be oriented toward learning to prepare a business plan.
YCBS 110 Current Trends in Digital Communication
(4.5 CEUs)
Whether you have experience with digital applications or not, this course will ensure your
grasp of digital media is solid and up-to- date.
YCBS 111 Content Marketing
(5.0 CEUs)
Strategies and tactics involved in building an effective digital content marketing strategy. Research and evaluation of an organization’s web presence. Development and implementation of content strategy across relevant platforms, and measurement of the efficacy of the tactics chosen. Creation of digital content in the voice of a brand, for each digital platform on which that brand must communicate, including email and text.
YCBS 112 Social Media Strategies and Community Management
(4.5 CEUs)
Learn everything you need to design, implement, manage, and evaluate social media campaigns.
YCBS 113 Strategic Digital Communications
(4.5 CEUs)
YCBS 114 Content Strategy
(4.5 CEUs)
Develop skills in creating online content architecture, including website construction, management strategies, and implementation.
YCBS 281 Digital Marketing Fundamentals
(4.0 CEUs)
Overview of foundational digital marketing concepts and strategies; role of digital marketing in an organization; key features, benefits, risks, and audiences of current digital platforms and tools; evaluation of the most appropriate platforms to achieve an organization’s business objectives; tactics for effectively reaching and engaging target audiences; introduction to evaluation of performance of digital marketing campaigns.
YCBS 282 Digital Promotion and Advertising
(6.0 CEUs)
Overview of digital marketing channels and how they work together as part of a digital ecosystem including social media, Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Review of various digital advertising methods from both a technical and innovative perspective to reach a wider audience. Introduction to social media marketing, influencer marketing, display and video advertising. Digital marketing campaign measurement and analytics.
YCBS 283 Digital Marketing Strategy Capstone
(6.0 CEUs)
Integration of knowledge and skills needed to develop a digital marketing strategy. Development process and key components of a strategic digital marketing plan and budget; evaluation of organization’s digital marketing maturity; alignment of organizational and digital marketing plan objectives; research, creation and management of online advertising and promotion campaigns; impact of stakeholders and partners on achieving objectives.
YCBS 284 Marketing Technologies
(4.0 CEUs)
Role of technology in digital marketing and delivery of a superior customer experience; introduction to core technologies, platforms, and tools of Marketing Technology Stack; marketing and enterprise technology strategy alignment; design and functional requirements, user stories and user experience, development workflows; legacy systems; data acquisition strategies, reporting and dashboarding; system integration and maintenance.
YCBS 285 Visual Content Creation for Digital Marketing
(4.0 CEUs)
Overview of visual content creation technologies, tools, and best practices for both video and still images. Visual content creation process from inception to export for digital (marketing) outputs.
YCPD 003 Agile Project Management: Practice & Certification Preparation
(5.0 CEUs)
Overview of agile project management concepts, practices, processes, and methods. Agile mindset, values, ethics, and conduct. Organizational factors and implementation of agile practices. Agile Scrum framework. Agile communication, collaboration, and team coaching. Access to PMI-ACP-style exam questions to assist with preparation for the Agile Certified Practitioner (PMI-ACP)® examination administered by the Project Management Institute (PMI).
TÉMOIGNAGE
J'ai adoré les discussions qui ont eu lieu en classe, l'apprentissage de matières nouvelles et la rencontre de parfaits inconnus. Merci à McGill et à tous les excellents pédagogues qui m'ont aidé à faire la transition, à un âge pourtant certain, vers ma nouvelle carrière en recherche marketing.
Kent C.
Diplômée
TÉMOIGNAGE
Tous les travaux que je donne sont conçus pour être représentatifs du monde du travail. Je dirige une agence et si je donnais à un client certaines propositions que j’ai reçues de mes étudiants, je crois qu’il dirait “wow”.
Jackson W.
Chargé de cours
TÉMOIGNAGE
J’occupe déjà un poste en marketing. [Mon organisation] commence tout juste à tâter le terrain de la gestion de contenu numérique et de communauté virtuelle, et ces cours accélèreront la mise en œuvre de notre plan.
Marc R.
Diplômé
