Strategic Marketing Management

The marketing industry covers a wide range of functions including both technical elements – such as market research and database mining – and the more creative aspects of product development, brand management, promotion, public relations, direct marketing, and sponsorship.

Today’s marketing jobs are more competitive than ever, demanding a level of creativity, strategic thinking, and analytical skills that keep pace with the rapid pace of this changing industry. Technology has provided new and more effective ways to identify, target, and interact with consumers. At the same time, societal trends demand that more attention be paid to corporate social responsibility, social marketing, and sustainability.

Our unique Certificate in Strategic Marketing Management helps you understand the latest technologies and advancements in marketing through hands-on, practical learning. Our program offers both academic rigour and customization – you choose the stream that best suits your needs. Choose our General stream to build a range of fundamental marketing skills, or focus on a particular area of interest by taking electives from our specialized streams: Marketing Innovation, Marketing Research, Social Media, and Sports Marketing.

What You’ll Learn

• Understand the fundamentals of marketing, including theories, principles, and concepts of market behaviour
• Interpret and satisfy customer expectations by creating, developing, managing, and delivering products and services
• Apply quantitative and qualitative analyses to measure the success of marketing initiatives
• Engage state-of-the-art contemporary supply and demand marketing metrics and analytic tools, such as marketing research, share of mind, margins and profits, product, Salesforce, and channel management
• Use the case method – integrating marketing theory and marketing metrics – as a model for critically analyzing situations and developing evidence-based, ethical decision-making skills
• Create and evaluate integrated marketing plans that may include product/brand management, marketing research, advertising, public relations, media buying, and/or digital marketing