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I look forward to welcoming you to our Graduate Certificate in Advanced Marketing. The program is designed and constantly updated to give you the emerging and continuously evolving knowledge and skills needed to thrive and evolve as a marketing professional in any industry or as a freelancer. This gives you the opportunity to truly follow your career passion.Ìý

Our instructors and learners are a community of people passionate about marketing. We have created a learning environment that is fun, hands-on, engaging, and fulfilling. All our course lecturers are experts and professionals working in the field of marketing. Furthermore, our diverse learner profile renders our classroom environment a place in which to share wide-ranging insights.Ìý

Ultimately, what will you be able to do after completing this program? This program extends the knowledge you already acquired through either completing the Graduate Certificate in Marketing or from your work experience in the field. As such, it hones your skill set in various marketing-related areas including integrated marketing communication, brand management, consumer behaviour, marketing research and analytics, digital marketing, services marketing, and marketing strategy.ÌýÌý

We cannot wait to meet you and help you further advance in your marketing career!Ìý

Dr. Nicolette Papastefanou
Academic Program Coordinator

• The program covers the evolving knowledge and skills needed to be a vital asset in the marketing field, including integrated marketing communications, consumer behaviour, digital marketing, marketing research and reporting, sales management, services marketing, and marketing strategy.ÌýÌý
• All courses focus on honing practical skills (alongside a solid theoretical background) through hands-on workshops, exercises, assessments, and cases.ÌýÌý
• Networking opportunities are embedded in all courses with industry leaders invited to deliver guest lectures and lively in-class discussions.ÌýÌý
• Our guest lecturers come from various industries, settings (agency, corporate, non-profit, entertainment, tech, etc.), and work backgrounds.Ìý
• Our course lecturers are industry practitioners and experts in the marketing field.Ìý

This program is designed for you if you:Ìý

• Obtained a Bachelor’s degree (in any discipline), have been working in a marketing-related field for at least two years and want to advance your academic background and knowledge or upskill to further develop in your career as a marketing professional, be promoted to a higher-level position, or start your own freelancing business.Ìý
• Completed a Graduate Certificate in Marketing and are interested in furthering your knowledge base and skill set by delving into the strategic applications of marketing.ÌýÌý

The program is designed to enable you to:Ìý

• Synthesize, apply, and extend previous learning acquired through either the Graduate Certificate in Marketing or from your related work experience to further your development as a marketing professionalÌý
• Design and measure a marketing strategy for a real-world case scenarioÌý
• Apply the theories, principles, and best practices of integrated marketing communication for both online and offline contexts including for the purpose of brand managementÌý
• Interpret consumer behaviour and apply the principles thereof in a marketing strategy based on collected insightsÌý
• Design marketing research plans, collect and analyze marketing-related data, and report the findingsÌý
• Manage all aspects of a digital marketing campaign including social media strategiesÌý
• Understand the nuances of marketing a service rather than a productÌý
• Discover emerging and evolving trends in marketing and apply such knowledge to your practiceÌý

This program is offered in person.ÌýÌý

The in-person classes give students the opportunity to have lively discussions, engage in practical workshops, and network with guest lecturers. Classes are scheduled from Mondays to Thursdays (each class is the same day each week) from 6 to 9 p.m., and on Saturday mornings from 9 a.m. to noon. Ìý

1. Applicants must hold a bachelor’s degree from an approved university in any discipline with a minimum Cumulative Grade Point Average (CGPA) of 3.0 out of a possible 4.0, or a Grade Point Average (GPA) of 3.2 out of 4.0 in the last two years of full-time studies.

   * If your CGPA is lower than the above requirement, please submit the following for consideration with your application and official transcript.

   a) Letter of Intent: A letter, one to two pages in length, single-spaced, written in English or French, which addresses the following:

   • basis for interest in the program;
   • your knowledge that would be pertinent to the program;
   • your interest in the field of study and the reasons for applying to our program;
   • plans for integrating the training into your current or future career;
   • a description of your professional experience and its relevance, if applicable, to the program;
   • awards received or other contributions;
   • any additional information relevant to your application.

   b) Curriculum Vitae

   c) Two Letters of Reference:ÌýAt least one should be from a current or former employer.

2. In addition, applicants must:
   
   a) have successfully completed the McGill Graduate Certificate in Marketing
   
   OR
   
   b) have a minimum of two years recent, relevant work experience in marketing, and include a letter of intent, curriculum vitae, and two letters of reference with their application.
3. Applicants must provide proof of English Language proficiency.

Today, successful organizations are measured by their ability to identify and meet the needs of their target market in a highly competitive environment. The essential aims of marketing operations are to determine the needs of the market through collecting, analyzing, and reporting large volumes of data; translating these needs into products, services, or ideas; and converting consumer demand for them into a desired response. To succeed in this field, you need to be able to understand customer needs through marketing research, product and service development, communication and pricing strategy, digital marketing strategy, and how to market goods and services both online and off.Ìý

People with this skill set are in high demand. The numbers confirm that regionally, employment demand for graduate-level marketing professionals has been increasing an average of 3.81% per month since February 2018, and 3.38% nationally. This indicates strong current and future demand in the field.Ìý

If you are creative, have good analytical and communications skills, and have a good understanding of people, then a career in marketing could be a good choice for you. Whether you are interested in working at an agency, in a corporate or non-profit environment, as a marketing professional you could work in various areas including corporate marketing, marketing research, sales and retail, brand or product marketing, advertising, digital marketing, e-commerce, or customer service management in industries such as healthcare, pharmaceuticals, education, or engineering, among others.Ìý