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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
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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鈥檚 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)
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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 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 543 Marketing of Services (3 credits)
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)
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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 556 Buyer Behaviour (3 credits)
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)
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CMR2 564 Marketing Communications: A Strategic Approach (3 credits)
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)
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CMR2 566 Global Marketing Management (3 credits)
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)
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CMR2 570 Strategic Marketing Planning (3 credits)
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)
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CPL2 510 Communication and Networking Skills (3 credits)
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)
School of Continuing Studies—2021-2022 (last updated May. 27, 2021) (disclaimer)
