Graduate Certificate in Marketing

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1 Graduate Certificate in Marketing Looking for a Career in Marketing? If you are creative, possess good analytical and communications skills and have a good understanding of people, a career in marketing may be a good choice for you. Today, successful organizations are measured by their ability to identify and satisfy the needs of their target market in a highly competitive environment. The essential aims of marketing operations are to determine the needs of the market, translate these needs into products, services or ideas and convert the demand for them into a desired response. To be successful in this field, you will be required to understand customer needs, product development, communication and pricing strategy as well as where to market goods and services. The rise in online retailing over the next few years will require an understanding of the field of e- commerce and how to respond to international markets and cultures. Those pursuing a career in marketing research will be sought after as businesses become more and more competitive and the need for accurate and reliable data becomes crucial to giving companies that competitive edge. As a marketing professional, you may be working in any of the following areas in for profit and nonprofit organizations. Corporate Marketing Marketing Research Sales and Retailing Brand or Product Marketing Advertising Online Retailing E-Commerce Customer Service Management Careers in marketing not only include the corporate world but are more and more prevalent in the non profit area. These may include: the arts, culture, education, community development, environmental groups, foundations, government, health and social services, international aid and registered charities. How can a McGill Program help prepare you for a Career in Marketing? Our programs will help you develop your skills and focus your abilities and aptitudes on the different aspects of marketing Our courses will give you an overview of a range of marketing functions so that you can generate initiatives of your own and contribute to corporate decisions as a valued member of an organizational team Our marketing programs combine the mathematics and statistical courses required to understand market research, the accounting courses to understand pricing and human behaviour courses to understand what makes people purchase a product or service Our program allows you to select a specialized aspect of marketing as a basis for your career Diploma in Management (Marketing concentration) 1

2 The Program The Graduate Certificate in Marketing is a 15-credit program which consists of 4 required courses and 1 complementary course. Classes are offered once a week for 13 weeks and are generally from 6 p.m. to 9 p.m. Courses can be taken in the Fall, Winter, Spring and Summer sessions. Classes in the Spring and Summer sessions may be given in less than 13 weeks. Not all courses are offered every semester. The graduate certificate s program requirements are: 4 Required courses: CMR2 548 Processes of Marketing Research CMR2 556 Buyer Behaviour CMR2 564 Marketing Communications - A Strategic Approach CMR2 566 International Marketing 1 Complementary course from: CCLW 511 Law 1 CGM2 510 Project Management: Tools and Techniques CMIS 541 Information Systems for Managers CMR2 543 Service Marketing CMR2 590 Topics in Marketing CPL2 552 Strategic Management CPL2 553 Small Business Management Or any other 500 or 600 level course offered through Career and Management Studies and approved by the department. Graduate Certificate in Marketing Last updated: July 14,

3 Course Sequence Graduate Certificate in Marketing CMR2 548 Processes of Marketing Research CPL2 553 Small Business Management CMR2 564 Marketing Communications Strategic Approach CMR2 543 Service Marketing CMR2 556 Buyer Behaviour CCLW 511 Law 1 CMR2 566 International Marketing CMIS 541 Information Systems for Managers CMR2 590 Topics in Marketing CPL2 552 Strategic Management CGM2 510 Project Management: Tools and Techniques NOTE: Required Course Complementary Course *Students without a Bachelor of Commerce degree or equivalent may be asked to complete one or more pre-requisite courses prior to taking certain courses in this program. Please refer to course description for information on pre-requisite requirements for each course. To obtain information on course offerings, please refer to the interactive timetable at Graduate Certificate in Marketing Last updated: July 14,

4 Course Descriptions CCLW 511 Law 1 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. CMG2 510 Project Management: Tools and Techniques 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. CMIS 541 Information Systems for Managers Introduces the importance of Information Systems (IS) in organizations and issues associated with managing these. Provides a strategic view of IS and Information Technology (IT). Students will be presented with managerial, informational and technological issues related to the management of IT, and with a framework to better manage them. Class discussions, case analysis, presentations. CMR2 542 Marketing Principles and Applications 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 Service Marketing Pre-requisite: CMR2 542 Marketing Principles and Applications This course constitutes an in-depth examination of marketing as applied to the service sector of the economy and distinguishes between the marketing of products and that of services. The marketfocused orientation of service organizations in both the private and public sectors will be studied, and the potential impact of this orientation on organization competing to survive in service markets will be defined. The course develops understanding of service organization and the ways in which a wellplanned and organized marketing effort may have an impact on the development of such organizations. The course will focus primarily on the North American service market and will include case studies on both Canadian and American service organizations. Graduate Certificate in Marketing Last updated: July 14,

5 CMR2 548 Processes of Marketing Research CMR2 542 Marketing Principles and Applications and CMS2 521 Applied Management Statistics The process of marketing research is fundamental to the marketing manager's ability to obtain useful information upon which to base marketing decisions. The course develops a practical understanding of that process from a cost-benefit perspective. The acquisition of skills in all phases of the research process, including problem definition, data collection methods and sample design among others, is a major focus of the course. CMR2 556 Buyer Behaviour CMR2 542 Marketing Principles and Applications and CMS2 521 Applied Management Statistics 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 Pre-requisite: CMR2 542 Marketing Principles and Applications Marketing communications has a determining effect on transactions between buyers and sellers. In this context, students learn how advertising strategies are rooted in the connection linking marketing research, product definition and techniques of product positioning. Once students have developed an understanding of total communication strategies, specialty advertising and source communication tactics are examined. There is, moreover, a practical emphasis on the techniques of carry over effects of consumer-oriented advertising in the industrial/institutional context. CMR2 566 International Marketing CMR2 542 Marketing Principles and Applications and CMS2 521 Applied Management Statistics Marketing management consideration of a company seeking to extend beyond the confines of a domestic market. A review of product, pricing, channels of distribution and communication policies to develop an optimum strategy (between adapting completely to each local environment and standardizing across them) for arriving at an nitrated and profitable operation. Particular attention to international marketing and exploring in the Canadian context. CMR2 590 Topics in Marketing Specialized course covering an advanced topic in the Marketing area selected from current issues or themes in literature. (Content will vary from year to year). Graduate Certificate in Marketing Last updated: July 14,

6 CMSC 000 Foundations for Mathematics Operations with real numbers, polynomials, first-degree equations and applied word problems. Factoring, fractions, exponents, roots and radicals. Systems of linear equations and linear inequalities. Absolute values, equations and inequalities. Quadratic equations, applied problems. CMS2 500 Mathematics for Management Pre-requisite: CMSC 000 Foundations of Mathematics or the Exemption by Examination Test Basic mathematics needed for business applications, including graphs, series summation, mathematics of finance, annuity, discounted cash flow, internal rate of return, permutations, combinations, maxima and minima functions with business applications in optimization, introductory statistics and probability. CMS2 521 Applied Management Statistics Pre-requisite: CMS2 500 Mathematics for Management or the Exemption by Examination Test Statistical methods used in a variety of business situations, emphasizing application and providing a working knowledge of the most widely-used techniques. Topics include descriptive statistics; probability distributions; sampling procedures and distributions; inferential statistics including estimation; hypothesis testing and Anova; simple linear, multiple regression and correlation; time series and forecasting. CORG 551 Behaviour in Organizations The implications for management and the essential concepts of social psychology such as motivation, perception, attitude change and organization. Group and organizational dynamics will be the major emphasis of the course. Classroom discussion and student participation is encouraged. CPL2 552 Strategic Management Core Program 1 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. 1 Core Program: CACC 520 Accounting for Management and CFIN 512 Corporate Finance and CMS2 521 Applied Management Statistics and CMR2 542 Marketing Principles and Applications and CORG 551 Behaviour in Organizations Graduate Certificate in Marketing Last updated: July 14,

7 CPL2 553 Small Business Management CACC 520 Accounting for Management and CMR2 542 Marketing Principles and Applications 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. Admission Requirements 1. Bachelor s Degree in Commerce (or equivalent) as approved by the Graduate and Postdoctoral Studies Office. 2. If your CGPA is lower than the above requirement, please submit the following for consideration with your application, official transcript. Letter of Intent: A letter, 1 to 2 pages in length single-spaced, written in English or French, which addresses the following: basis for interest in the program; your knowledge that would be pertinent to the program; your interest in the field of study and the reasons for applying to our program plans for integrating the training into your current or future career; a description of your professional experience and its relevance, if applicable, to the program awards received or other contributions; any additional information relevant to your application. Curriculum Vitae Two Letters of Reference: At least one should be from a current or former employer. Supporting documents should be delivered to: Student Affairs Office Admissions & Convocation Centre for Continuing Education 688 Sherbrooke Street West Room 1125 Montreal, QC H3A 3R1 Canada 3. If you have studied outside of Canada, you are required to request an evaluation of your degree called Évaluation comparative des etudes effectuées hors du Québec, from MRCI. For further details you may contact their office at: (514) or visit them on the web at: Graduate Certificate in Marketing Last updated: July 14,

8 Note: Students without a Bachelor s Degree in Commerce (or equivalent) may be able to enroll for a Diploma in Management. For more information, please visit: Language Requirements In addition to meeting the academic requirements, applicants whose primary language is not English must write a proficiency test regardless of citizenship. Applicants who have completed any of the following are considered to have sufficient proof of proficiency in English and are not required to write a proficiency test: Completed both a Sec V and a Diploma of Collegial Studies (DEC) at an English Language CEGEP in Quebec; Completed Secondary V or a DEC at a French CEGEP in Quebec; Completed a French Baccalaureate - Option Internationale (British or American section)? Mother tongue/first language is English and you have completed the last five years of study in a French Baccalaureate International Option program, or in a French Lycée located in an English speaking country; The last five years of study (preceding application) have been at a learning institution where English is the main language of instruction (including applicants taught in English in Kenya, Liberia and Singapore); Complete the British Curriculum A-Level English with a final grade of B or better; Completed course English A1 (Higher or Standard level) in the International Baccalaureate with a final result of 5 or better; Completed the British Curriculum GCSE / IGCSE / GCE O-Level English, English Language, English First Language, or English as a Second Language with a final grade of 'B' or better; All other applicants to Career and Management Studies must demonstrate proficiency in English, using one of the following six options: Test of English as a Foreign Language (TOEFL) with a minimum score of 233 (computer based) or a minimum score of 577 (paper-based version) or composite score of 90 with a minimum individual component score of 21 (internet-based TOEFL (ibt). Website: To ensure that your TOEFL and APIEL results are forwarded directly to Concordia University, you must indicate the Institution Code at the time of writing the test: McGill CCE Test of English Language Proficiency (McGill CCE-TELP) with a Category A result. McGill Certificate of Proficiency in English. University of Michigan English Language Test (MELAB) with a minimum mark of 85%. Website: Graduate Certificate in Marketing Last updated: July 14,

9 International English Language Testing System (IELTS) with a band score of 6.5 or better. website: APIEL (Advanced Placement International English Language) with a minimum score of 4. Website: Graduate Certificate in Marketing Last updated: July 14,

10 Admission Procedures You can apply for admissions to the Graduate Certificate in Marketing online at The application fee is $65 (non-refundable). You must also provide several pieces of supporting documentation in order for your application to be processed. For more information, please visit: Application deadlines are: February 1 (Spring semester), June 1 (Fall semester), and October 1 (Winter semester). Please note that students who do not register within one year from their date of acceptance will be required to reapply. A student not wishing to be admitted to the program or who has applied for admission but has still to be accepted may register as a Special student in individual courses on a selected basis provided they have the necessary prerequisites and meet the admission requirements. For more information on Special Student registration, please visit: Graduate Certificate in Marketing Last updated: July 14,

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