Marketing Management

Program Description

With a degree, diploma or relevant work experience you could enhance your resume with the advanced marketing concepts and techniques taught in Seneca’s Marketing Management graduate certificate program. During this 28-week intensive program you will gain skills and knowledge in several key areas including: marketing research techniques, launching a new product or service, market segmentation techniques, pricing strategies, promotion and communications strategies, generating new accounts and sales revenues, and strategic market planning. Best of all, you can benefit from industry/association field work or optional co-op placement that puts all your learning to work and helps you build industry connections.

Program Learning Outcomes

This Seneca College program meets the system-wide standards for all Ontario College Credential programs as set by the Ministry of Training, Colleges and Universities.

As a graduate, you will be prepared to reliably demonstrate the following:

• develop a promotion mix for marketing a product or service based on an identified target market.
• develop pricing strategies which take into account perceived value, competitive pressures, and corporate objectives.
• develop strategies for the efficient distribution of products and services.
• determine strategies for developing new products and services that are consistent with evolving market needs.
• evaluate results of marketing activities using criteria related to budgeted sales, costs, and profits.
• formulate a marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations, and evaluation criteria.
• communicate marketing information persuasively and accurately in oral, written, and graphic formats.
• prepare and deliver a sales presentation.
• evaluate the viability of marketing a product or service in an international market or markets.
• conduct primary research on market conditions in order to determine existing and potential levels of activity for particular products and services.
• apply human resource and leadership knowledge and skills to enhance performance with individuals and teams to contribute to the successful marketing function of an enterprise.
• employ marketing management techniques in the planning, directing, and controlling of an enterprise.
• develop personal professional development strategies and plans to enhance leadership, management skills, and marketing expertise.
• develop strategies to establish working relationships with clients, customers, and consumers which maintain and strengthen their loyalty to his/her organization.
• apply the principles of business ethics and corporate social responsibility.
• prepare the marketing component of a business plan.

Admission Requirements

Program Eligibility:

• A degree or three-year diploma from a recognized college/university, and/or mature student with three to five years of related work experience.
• English proficiency at the college level.

Applicant Selection:

• In the event of over-subscription, applicants will be selected on the basis of a College orientation session. Both content and communication skills will be assessed, and these, in combination with prior academic achievement, will form the basis for selection.

Note: Graduates of the three-year Business Administration - Marketing diploma program, are not eligible for this graduate certificate program. Individuals who have taken marketing- related courses at other institutions should choose the Brand Management Graduate Certificate.

The Importance of Learning Skills:

Student success in college requires well developed learning skills (such as being able to work independently, participate in a team, be well-organized, develop good work habits, and show initiative). These skills are as important as prior academic achievement. While it is expected that applicants would have developed these skills through previous education and life experiences, Seneca offers support to assist students with further development of these important skills.

Your Career

Marketing Management focuses on creating, building, communicating and delivering value to customers in innovative and creative ways. As a Seneca Marketing Management graduate you are prepared to begin a career path that leads to employment as an account executive, an assistant brand manager, customer service manager, sports and entertainment marketing specialist, marketing/sales/retail manager, media buyer, market researcher, or digital marketing manager.

Co-operative Education

During the first semester, you’ll have the opportunity to apply for admission to the coop option. Co-op provides you with the opportunity to secure a paid work term at the end of semester two. It also allows you to benefit from a combination of classroom learning and real-world experience. Please note that you will have a shared responsibility for securing employment opportunities and must meet co-op entrance requirements in order to be considered (see Student Advisor or Co-op Coordinator for details).

Professional Affiliation and Industry Associations

• American Marketing Association (AMA)
• Internet Advertising Bureau of Canada (IBA)
• The Canadian Professional Sales Association (CPSA)
• Canadian Marketing Association (CMA)
• Greater Toronto Marketing Alliance (GTMA)

Diploma to Degree... and Beyond

Through transfer agreements and institution partnerships, graduates of this Seneca College program may be eligible for credit at the following post-secondary institution(s):

Canada

U.S.

Curriculum

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