Program Requirements
The 15-credit Graduate Certificate in Advanced Marketing focuses on the competencies needed to conceptualize, implement, and measure integrated marketing strategies based on consumer wants and needs. Exploration of strategic marketing including integrated marketing communications, consumer behaviour, marketing strategy, services marketing, digital marketing, and marketing research and reporting. This program is open to those who have successfully completed McGill University’s Graduate Certificate in Marketing offered by the School of Continuing Studies.
Required Courses (9 credits)
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CMR2 664 Integrated Marketing
Communications (3 credits)
Overview
Marketing : Design of an integrated marketing plan, including creativity, branding, media selection, customer segmentation, and budgeting. Strategic approach to the integrated marketing mix: digital promotion, advertising, public relations, experiential marketing, and direct marketing.
Terms: Winter 2025
Instructors: There are no professors associated with this course for the 2024-2025 academic year.
Not open to students who have taken CMR2 564.
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CMR2 668 Buyer Behaviour
(3 credits)
Overview
Marketing : Comprehensive overview of the behaviour of the consumer in the marketplace and the research approaches to analyzing and understanding that behaviour. Exploration of human behaviour and action in the marketing context with a focus on the basic processes of consumer decision-making.
Terms: Winter 2025
Instructors: There are no professors associated with this course for the 2024-2025 academic year.
Not open to students who have taken CMR2 556.
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CMR2 691 Marketing Strategy (3 credits)
Overview
Marketing : Development of a complete strategic marketing plan including the allocation of resources. Formulation of a marketing strategy for real-world cases.
Terms: Winter 2025
Instructors: There are no professors associated with this course for the 2024-2025 academic year.
Not open to students who have taken CMR2 570.
Complementary Courses (6 credits)
6 credits from:
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CGM2 520 Sales Management and Negotiation Strategies (3 credits)
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 2024
Instructors: There are no professors associated with this course for the 2024-2025 academic year.
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CMR2 643 Marketing of
Services (3 credits)
Overview
Marketing : Review of the concepts, frameworks, and current trends in the marketing of services, including new creative products. Analysis of issues pertaining to the delivery of service excellence, effective communication, the highest quality, and loyalty. Focus is on service marketing in the private and public sectors.
Terms: Fall 2024, Winter 2025
Instructors: There are no professors associated with this course for the 2024-2025 academic year.
Not open to students who have taken CMR2 543.
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CMR2 648 Marketing Research and
Reporting (3 credits)
Overview
Marketing : Review of statistics, with emphasis on key concepts required to understand and report marketing information. Overview of qualitative and quantitative data collection techniques and interpretation of secondary on-line research. Focus on Facebook and Google analytics and insights.
Terms: Fall 2024
Instructors: There are no professors associated with this course for the 2024-2025 academic year.
Not open to students who have taken CMR2 548.
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CMR2 650 Digital Marketing
Management (3 credits)
Overview
Marketing : Overview of digital and web-based marketing principles and areas such as social media, search engine optimization, search engine marketing, content marketing, email marketing, and e-commerce. Design of digital strategies to drive business growth.
Terms: Fall 2024
Instructors: There are no professors associated with this course for the 2024-2025 academic year.
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CPL2 610 Practical Communication and
Presentation Skills
(3 credits)
Overview
Policy : Overview of management skills pertaining to communication and networking in the workplace, including review of one's professional brand and career performance. Focus on preparing and delivering oral presentations for in-person, remote, and hybrid audiences; writing for business purposes such as reports; and creating business-related content for digital media.
Terms: Winter 2025
Instructors: There are no professors associated with this course for the 2024-2025 academic year.
Not open to students who have taken CPL2 510.
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CPRL 610 Public Relations Fundamentals and Theory
(3 credits)
Overview
Public Relations : Introduction to the field and contexts of public relations. Comprehensive overview and application of the theoretical underpinnings of public relations and communications practice. Focus on systems theories (including complexity and cybernetics), behavioural science and theories of persuasion, public opinion, organizational communication and sensemaking, and organizational culture. Application of public relations theory such as the excellence theory and four models of public relations.
Terms: Fall 2024
Instructors: There are no professors associated with this course for the 2024-2025 academic year.
Restriction: Not open to students who have taken CPRL 510.
Or another 600-level course offered by the School of Continuing Studies approved by the academic unit.
