Marketing

There's marketing in everything.

Fast track to earn your diploma in 12 months!
*Not applicable for Digital Marketing concentration

Courses

Core Courses

BUS 825 Business Foundations (3 Units)

Study business in a Canadian context, including finance, personnel, marketing, operations and general management.

Instructors: James MilesJeff MayKris KrishnanTracey Bissett

MKT 101 Marketing Plans & Implementation (3 Units)

Learn to create and communicate marketing plans, including marketing audits, market analysis, strategy, tactics and implementation tools.

Instructors: Paul Chipperton

MKT 102 Consumer Behaviour (3 Units)

Study why and how consumers make decisions, including consumer psychology and social responsibility.

Instructors: Glenn Smith

MKT 103 Integrated Marketing Communication (3 Units)

Examine the strategy of communication and the effective use of advertising, sales promotion, personal selling, public relations, event marketing and media.

Instructors: Hilary SadlerMark Gregory

MKT 819 Introduction to Marketing (3 Units)

Learn basic marketing concepts, including product development, market segments, pricing strategies, brand equity, distribution channels and promotional activities.

Instructors: Mark GregoryAmanpreet ChhinaGlenn SmithAnuraj Bajwa

Elective Courses

DMK 101 Fundamentals of Digital Marketing (3 Units)

Incorporating the foundational principles of marketing, with best practices, theories and experiential activities relevant to the digital space, this course gives professionals the essential tools and industry current tactics to be strong strategic digital marketers.

Prerequisite: 5 Marketing diploma core courses or 3 years of marketing or related experience, or a degree/educational background in marketing or communications.
Instructors: Gail OrdoghJosiah Shelley

MKT 104 Market Research (3 Units)

In today’s marketing landscape, data can be difficult to collect and even misleading and confusing. Study marketing research techniques to help you collect and analyze data for effective marketing plans.

MKT 106 Branding & Image (3 Units)

Explore the foundation, application and management of a strong brand, including key principles and brand equity, characteristics of a strong brand, brand building and positioning, and the role of ethics in branding.

Instructors: Bradley Munro

MKT 107 Business-to-Business Marketing (3 Units)

To be effective, marketing strategies need to take into account not only the customer, but also the customer’s customers. Learn the basic institutional details and principles of successful business-to-business marketing.

Instructors: Bradley Munro

PUB 111 Building Social Media Relationships (3 Units)

Explore the theoretical aspects and practical applications of social media tools, including blogs, wikis and social media websites (i.e., Facebook and YouTube) to engage new audiences and build relationships.

Instructors: Jared Lenover

PUB 113 Social Media Research & Techniques (3 Units)

Apply social media knowledge to public relations practice by conducting research, campaigns and engaging communities. Study current business cases to explore best practices.

Prerequisite: Building Social Media Relationships

Digital Marketing Concentration Courses

DMK 101 1 - Fundamentals of Digital Marketing* (3 Units)

Incorporating the foundational principles of marketing, with best practices, theories and experiential activities relevant to the digital space, this course gives professionals the essential tools and industry current tactics to be strong strategic digital marketers. The importance and relevance of strategic digital marketing, including social media and mobile practices, email marketing, analytics, search engine marketing, search engine optimization and content management will be examined through visual and online text communications. Application activities involving digital marketing tools, such as Google Analytics, platforms such as Facebook and Twitter, PPC samples, and a focus on optimizing all digital platforms will form the basis of this course.

Prerequisite: 3 years of marketing or related experience, or a degree/educational background in marketing or communications.

DMK 102 2 - Digital Marketing Strategy (3 Units)

Strategic planning and the execution of digital marketing campaigns will be the focus of this course. Explore and examine the development of strategic analysis, e-commerce, CRM management, basic analytics practices and public relations online. Exercises are designed for students to analyze websites and campaigns in order to understand the connections between design, strategy, accessibility, operations, and maintenance in order to produce powerful digital marketing results.

Prerequisite: Fundamentals of Digital Marketing

DMK 103 3 - Search Engine Optimization, Search Engine Marketing, and Digital Advertising (3 Units)

Delve into specific digital tools, standards, and practices in conjunction with application activities and projects to build effective online campaigns involving search engine marketing. Specific topics will build upon the fundamentals of the Google algorithm, metrics and measurement, search engine optimization analysis, content creation and PPC advertising.

Prerequisite: Fundamentals of Digital Marketing

DMK 104 4 - Content Management: Creating and Utilizing Dynamic Digital Content (3 Units)

Learn advanced practices of content marketing. Expand and grow your skills in writing for the web with digital storytelling, video, and image marketing, as well as user experience and user interface design. Bridge new media with traditional marketing practices and develop awareness of emerging new media trends that will affect the role of the strategic digital marketer.

Prerequisite: Fundamentals of Digital Marketing

DMK 105 5 - Data Management: Digital Metrics and Measurement (3 Units)

The expansion of e-commerce, web analytics and business analysis drives the need to stay current and relevant specific to theories and principles of digital data management practices. Examine data management technologies, tools, processes and analysis for decision making. Explore theories and examples of predictive analytics and Big Data and the impact on business, business intelligence systems and strategies for employing data to digital marketing.

Prerequisite: Fundamentals of Digital Marketing

In-person and online formats now share the same course number. Take care to choose your desired format when enrolling.

See a full list of new and previous course numbers