OVERVIEW

Program Overview

The Strategic Relationship Marketing graduate certificate program in Toronto provides students with the foundational knowledge and applied skills that employers value in the area of marketing, with a focus on Customer Relationship Marketing (CRM) and Customer Experience (CX) strategies and techniques.

FULL DESCRIPTION

The Strategic Relationship Marketing program responds to the growing need within the marketing industry for a new skill set – one that places the customer at the centre of business decisions. This skill set is critical since modern marketing success depends on targeting and attracting new customers while retaining and strengthening relationships with current customers at all points during their journey.

This one-year graduate certificate program provides students with a foundation in marketing, with a focus on the examination and application of Customer Relationship Marketing (CRM) and Customer Experience (CX) best practices, strategies, tactics, tools and techniques. Students will have an opportunity to apply industry-standard marketing analytics and CRM platforms and technologies to marketing processes and create a comprehensive marketing plan.

Key areas covered in the program include database marketing strategy, loyalty marketing, marketing research, omnichannel marketing, marketing automation of email, social media and online content for personalized customer journeys, and marketing analytics and measurement. In the final semester, students work on a capstone project based on a real business situation.

This program makes use of industry-standard cloud-based software, so students will require a laptop computer.

This Centre for Business program is part of our School of Marketing.

 

SHOWMINIMUM COMPUTING REQUIREMENTS

 

Your Field Education Options

WORK EXPERIENCE (CO-OP OR INTERNSHIP WORK TERM)

This program requires the successful completion of a one-semester work experience to graduate. This work experience is either co-op (paid) or internship (unpaid). Either one will give you the practical experience employers value. The work term occurs after the end of the second academic semester.

George Brown works with employers and industry partners to identify potential work experience opportunities. Students then apply for these opportunities and go through a competitive interview process. Students are also strongly encouraged to pursue self-directed industry work experience opportunities they believe will provide the learning experiences they value and meet the learning outcomes of the program. This valuable work experience can in turn be added to your resumé.

In addition to on-the-job work experience, George Brown College endeavours to provide field education opportunities with real-world challenges and clients. Find out more about field education at the Centre for Business.

MARKETING ASSOCIATIONS MEMBERSHIP

George Brown Marketing students have access to membership to two of Canada’s premier marketing associations, the CMA and IAB, included in their tuition fees:

Canadian Marketing Association (CMA) membership includes:

• Live and online events, with free or reduced member pricing
• Professional development opportunities
• Tools, resources, and guides for members only
• Networking opportunities with thousands of marketers
• Exclusive access to CMA NXT, a site dedicated to filling the gap between post secondary education and professional life

Interactive Advertising Bureau (IAB) membership includes:

• Student volunteer (and networking) opportunities for marquee events
• Members only webinars and podcasts
• Original Canadian digital marketing research
• Globally accepted digital ad standards
• Globally standardized courses, certification, and custom workshops

Program Learning Outcomes

The graduate demonstrates the ability to:

1. Create a professional marketing plan using standard marketing planning processes and tools.
2. Develop a comprehensive Customer Relationship Management (CRM) marketing plan that uses a client’s current database strategy that is personalized and scalable.
3. Apply strategic communication planning processes and tools to generate leads and improve customer retention, satisfaction and profitability.
4. Evaluate data extracted from a variety of marketing technology platforms to support problem-solving and decision-making processes in marketing.
5. Apply Customer Relationship Management (CRM) and Customer Experience (CX) best practices, strategies, tactics and techniques to strengthen customer relationships for both business-to-business (B2B) and business-to-consumer (B2C) markets.
6. Design customer experience journey mapping to identify areas to improve customer experiences and automate personalized digital marketing.
7. Apply industry standard marketing analytics and CRM platforms to sales and marketing processes.
8. Gather and analyze primary and secondary marketing research in order to support sound marketing decisions that improve customer experiences.
9. Communicate complex marketing material verbally, in writing and digitally for a variety of audiences and purposes.
10. Model professional standards to provide reliable and actionable analysis while respecting Canadian regulation and practice related to data privacy and security.