Business Marketing Management

College-Approved Certificate (12 courses) Part-time On Campus
Program Code: 6067X02PWO Academic Year: 2016/2017

This program is listed under the following fields of study:

Other Delivery Options

Part-time Online


Our Program

If you want to gain the essential marketing and management knowledge and abilities required to make effective business decisions, enrol in this College Certificate program. The long-term viability and profitability of a business depends on the ability of a marketing department to apply creative and critical thinking to its marketing strategy and to conduct business in a socially responsible manner. To successfully market in today's competitive environment, marketers must be experts in all areas of the marketing discipline ranging from research, to sales, to product management and to integrated marketing communications. This program helps students develop these applied skills and to view the customer as the centre of focus for the entire organization.

To qualify for this certificate, you must complete the program within six years.

Success Factors

This program is well-suited for students who:

  • Aspire to be at the center of an organization's decision-making processes and creative execution.
  • Are interested in examining business situations and creating customized solutions.
  • Are looking for a flexible schedule through a combination of evening and online study to complete the program.
  • Perform well working both independently and collaboratively.

Fees & Expenses

Fees for part-time programs are charged on a course-by-course basis and are published on each individual course page. For questions related to fees, please call the Registrar's Office at 613-727-0002.

Graduation Fee

Once you have completed all the courses in the program, it is the responsibility of the student to contact the Registrar's Office to obtain a certificate/diploma application. A graduation fee of $40 will be charged when the application is submitted. When your certificate/diploma application has been approved, you will be invited to Spring or Fall Convocation.

Admission Requirements

College Eligibility
  • Ontario Secondary School Diploma (OSSD) or equivalent, OR
  • Mature Student status (19 years of age or older and without an OSSD).
College Eligibility
  • Ontario Secondary School Diploma (OSSD) or equivalent, OR
  • Mature Student status (19 years of age or older and without an OSSD).


Graduates of the program have the opportunity to attain a CSP designation available through the Canadian Professional Sales Association (CSPA). For further information, contact the CSPA Sales Institute at 1-888-267-CSPA ext. 252 or visit their website.

Graduates have the option to upgrade to the Business - Marketing Ontario College Diploma program and transfer 8 to 12 credits.

CCOL Academic Planner

The Academic Planner provides registered part-time students in the Centre for Continuing and Online Learning (CCOL) the ability to declare into a program of study. The Academic Planner outlines successfully completed courses to date, as well as courses that need to be completed in order to meet graduation requirements. It is therefore, essential that all part-time students in CCOL declare to their program of study, allowing administrators to plan course offerings. The tool is available on ACSIS, located under 'Continuing Education' on the left-hand toolbar.

Additional Information

For more information, please contact William Garbarino, Program Coordinator, at 613-727-4723 ext. 5209 or


Online:Online Learning   On campus: On Campus
HoursCourse NameFallWinter
MKT220560.0Marketing FoundationsOnline Learning Online Learning On Campus
MKT220660.0Product and Pricing StrategiesBlank Icon Online Learning Blank Icon
MKT232260.0Selling for SuccessBlank Icon Online Learning Blank Icon
MKT232460.0Advertising and Promotion ManagementBlank Icon Online Learning On Campus
MKT230760.0Applied Marketing ResearchBlank Icon Online Learning On Campus
BAI230045.0Global Business EnvironmentOnline Learning Online Learning Blank Icon
MKT222160.0E-Marketing and Distribution

MKT2221 E-Marketing and Distribution

Students examine the significant impact that marketing channels and e-marketing have on overall marketing strategy and execution. Students explore traditional marketing channels, developing distribution objectives, strategies and tactics in support of the broader corporate marketing strategy. Additionally, online product, pricing and distribution approaches are studied in the context of traditional marketing strategies, uncovering opportunities for integration, expanded revenue and cost reductions. The significant increase in online shopping, current trends and technology advancements are all explored such that students develop an appreciation for e-commerce prospects.

Pre-requisites: MKT2206

There are no classes currently scheduled for this course.

Blank Icon Blank Icon Blank Icon
ENL501245.0Business Writing StrategiesOnline Learning Online Learning On Campus
Elective: choose 4
LAW170245.0Business LawOnline Learning Online Learning Blank Icon
MGT516445.0Introduction to Project ManagementOnline Learning Online Learning On Campus
ACC231045.0Accounting Concepts IOnline Learning Online Learning Blank Icon
BUS230145.0Business Computer ApplicationsOnline Learning Online Learning Blank Icon
MGT238145.0Human Resources ManagementOnline Learning Online Learning On Campus
QUA000345.0Quantitative Methods IOnline Learning Online Learning Blank Icon
DAT210045.0Digital AnalyticsOnline Learning Online Learning Blank Icon
MKT212045.0Marketing Campaign Analysis TechniquesBlank Icon Online Learning Blank Icon
MKT222545.0Developing a Mobile Marketing StrategyBlank Icon Online Learning Blank Icon
COM001145.0Introduction to Social MediaOnline Learning Online Learning Blank Icon
COM001245.0Developing a Social Media StrategyOnline Learning Online Learning Blank Icon
COM001545.0Applied Social Media in BusinessOnline Learning Online Learning Blank Icon


MKT2205 Marketing Foundations

Students are introduced to the fundamentals of marketing, including the assessment of business environments to determine market potential. Students analyze the market to determine how to establish a competitive advantage and assess buyer behaviour. The four P's of marketing (product, price, promotion and place) are examined to determine the ideal set of marketing strategies and tactics to enhance an organization's competitive positioning.

MKT2206 Product and Pricing Strategies

Students acquire an in-depth appreciation for product and pricing strategies and tactics. Students gain a thorough appreciation for the new product development process, the strategies to effectively manage a product through its life cycle and the distinguishing factors between product and service marketing. Students study various product strategies to understand the conditions supporting each approach. With a firm grasp on product strategies students investigate supportive pricing strategies. Students discover theories that marketers apply to manage customer price sensitivity, competitive pricing actions and opportunities to segment the market on the basis of price to maximize profitability. Students also learn the process and factors behind setting prices, apply formulas to assess the financial impacts of their pricing decisions and participate as a group member in solving pricing dilemmas and developing financial analyses as presented in a case study.

Pre-requisites: MKT2205

MKT2322 Selling for Success

Students develop the selling skills they require during a business career. Major topics studied include the importance of the selling function to all types of organizations, ethical issues in selling and steps in the selling process. Students are introduced to an industry Standard Customer Relationship Management system where they gain a basic knowledge of the system from a salesperson's perspective. Students also learn how to develop enduring customer relationships and the important role of customer service in relationship building. Focus is on the student preparing and delivering a sales presentation and written proposal.

Pre-requisites: MKT2307 and MKT2324

MKT2324 Advertising and Promotion Management

Students are provided with an in-depth look at the marketing communications mix elements. The role of advertising and promotion and how they are related to the overall marketing plan are examined in depth. Through practical applications students learn to develop the skills needed to plan and manage a comprehensive Integrated Marketing Communications (IMC) plan, which includes consumer segmentation, development of appropriate objectives and competitive creative strategies. Students are introduced to current design software and gain experience creating IMC layouts.

Pre-requisites: MKT2317 or MKT2205

MKT2307 Applied Marketing Research

Students apply the theory of sound marketing research to understand its importance in the managerial decision-making process in today's competitive marketplace. Current techniques are applied to collect, input and analyze data relating to specific business marketing challenges. Students develop and execute a full research study for industry. This study involves specific delineation of problems, design of a research proposal along with collection of in-depth secondary and primary data. Teams then create and implement a quantitative research effort using a survey they design. Teams complete the term by interpreting their study's findings and presenting the results for management action.

Pre-requisites: MKT2317 and QUA0003

BAI2300 Global Business Environment

As the global economy continues to change rapidly and as the number of international trade agreements grows, trade barriers come down and Canadian companies and entrepreneurs must have a clear understanding of the effects of globalization and ensuing opportunities. The forces defining the international economy are examined and the skills that global business professionals require in order to succeed today internationally are introduced. Students learn the major components of international trade of products and services, including marketing, market-entry strategies, supply chain management, trade finance, legal aspects of international business and international management. The subject of foreign investment is also introduced.

MKT2221 E-Marketing and Distribution

Students examine the significant impact that marketing channels and e-marketing have on overall marketing strategy and execution. Students explore traditional marketing channels, developing distribution objectives, strategies and tactics in support of the broader corporate marketing strategy. Additionally, online product, pricing and distribution approaches are studied in the context of traditional marketing strategies, uncovering opportunities for integration, expanded revenue and cost reductions. The significant increase in online shopping, current trends and technology advancements are all explored such that students develop an appreciation for e-commerce prospects.

Pre-requisites: MKT2206

ENL5012 Business Writing Strategies

Effective and practical writing skills are important for successful communication in business. Students develop practical writing skills using basic word processing technology. They learn how to compose business correspondence including emails, memoranda, letters, and reports, with a focus on routine and persuasive messages. A review of basic grammar is also included.

LAW1702 Business Law

Students are prepared for a business environment increasingly affected by laws. They learn how laws must be understood and applied by management in the conduct of business. They also learn how to analyze a business situation from a general legal perspective. Emphasis is placed on methods of dispute resolution, contracts, torts, employment law, methods of carrying on business, creditors' rights, sale of goods and marketing law.

MGT5164 Introduction to Project Management

Project management practitioners need to understand the established industry norms, methods, and practices for managing all stages of the project life cycle and its related processes. Students are introduced to the fundamental principles of project management, such as project strategy, selection, scheduling, risk management, quality assurance, performance measurement, audit and closure. By participating in discussions, analyzing readings, and conducting preliminary research, students acquire a working understanding of project management knowledge and theory.

ACC2310 Accounting Concepts I

Students are provided with the basics of financial accounting whether they are interested in becoming a practitioner or are looking to broaden their knowledge of how to properly interpret financial information. Emphasis is on what accounting information is, understanding the accounting cycle, recording transactions, and the preparation and analysis of financial statements. Students who are taking this course as part of the Business Administration Advanced Diploma program need a minimum grade of C in this course in order to choose Accounting as a Major.

BUS2301 Business Computer Applications

Students learn a variety of business software applications. They produce assignments using Microsoft Office 2013 for PC. Blackboard and other computer-based training products are tools used to support and enrich the learning experience. It is strongly recommended that students use a PC (not a Mac).

MGT2381 Human Resources Management

Human capital is a critical organizational resource contributing to organizational agility, goal attainment and ultimate viability through progressive human resources management. Students are introduced to human resources management specializations, including the role of human resources within organizational and strategic contexts, human resources planning, employee recruitment and selection, training and development, performance assessment, compensation and benefits, employee relations and labour relations. Furthermore, students are introduced to occupational health and safety, international human resources and relevant legislative framework.

QUA0003 Quantitative Methods I

Mathematical methods are used in fields, such as finance, marketing, accounting, and operations management in order to help make reasonable business decisions. Students are introduced to basic statistical measures of central tendencies and dispersions. Case studies focus on forecasting. Learning activities involve the application, in business situations, of linear functions, constrained optimization and linear programming. Basic probability and different probability distribution are used to problem solve. Also decision theory is used to solve problems in situations of certainty and uncertainty. Particular attention is paid to the application of course content within Excel functions.

Pre-requisites: QUA0002

DAT2100 Digital Analytics

In today's multichannel business environment, understanding how customers interact with digital touchpoints is critical to the success of an organization. Using a practical, vocation-oriented approach, learners develop a thorough understanding of the digital analytics landscape, from data collection methodologies and tools to the limitations imposed by technology and privacy matters. Learners identify which metrics best measure web, mobile, social and marketing channels and how to use each one to gain insights into customer experience.

MKT2120 Marketing Campaign Analysis Techniques

Today's marketer is presented with an ever-growing number of ways to target and reach the digital consumer. Measuring the business value of interactions across offline and online channels is a constant challenge. Learners measure the customer's multichannel journey, focusing on what happens beyond the click. Through real-life scenarios, learners become familiar with the myriad of acquisition and retention-based marketing channels - from email, display advertising and Paid Search, to social media and multichannel tactics - and then apply digital analytics concepts to measure, report, analyze and help marketers understand a campaign's business performance.

MKT2225 Developing a Mobile Marketing Strategy

Mobile channels provide new ways for organizations and brands to connect with customers across all sectors. Students explore how mobile marketing extends the traditional marketing-communication mix. Students develop guidelines and standards for developing a mobile strategy and explore the use of social media to enhance its success. Students appreciate the first-hand user experience required to design a mobile marketing strategy and understand mobile application marketplaces.

Pre-requisites: MKT2205

COM0011 Introduction to Social Media

Learners explore the fundamentals of social media. Topics covered include an introduction to social media and other emerging technologies and tools, current trends and future directions, benefits, values and risks. Learners analyze case studies to assess how social media impacts and influences fields, such as communication and marketing, and how it informs future trends and developments.

COM0012 Developing a Social Media Strategy

Learners develop a social media strategy. The focus is on skills-building and on creating and implementing a social media strategy including identifying and working with social media tools, assessing how tools support overall branding, advertising, marketing and/or communication strategies. Learners explore, identify and engage online communities that support internal and external social media strategies. In addition, learners are introduced to resources that aid in the development and implementation of effective social media strategies. Through case studies, learners explore both best practices and cautions when designing social media strategies.

Pre-requisites: COM0011

COM0015 Applied Social Media in Business

Learners explore the application of social media in business organizations. A range of topics, such as corporate branding, fundraising, social media advocacy campaigns, how to realign and utilize traditional approaches to marketing, and advertising and branding using social media are discussed. Best practices for using social media as a learning and collaboration tool within organizations and in a professional networking and expertise-sharing capacity are also discussed and established.

Pre-requisites: COM0011 and COM0012 and COM0013 and COM0014