Marketing Management – Financial Services Program (Postgraduate) (B406)
Program Description
Program Overview
The Marketing Management - Financial Services graduate certificate program provides students with marketing skills employers value. You’ll learn how to successfully market to different customers and build long-term profitable relationships with them. This program prepares graduates for careers within banks, mutual fund companies, financial institutions, and financial service agencies and suppliers.
Full Description
By completing the Marketing Management - Financial Services graduate certificate program, you'll develop strong marketing skills and understand the needs of customers in financial services. Case studies are used to engage students in learning and develop their problem-solving, analysis, and decision-making skills.
The program combines database marketing basics with courses that prepare you to take the Canadian Securities Course exams from the Canadian Securities Institute. See csi.ca for details about requirements and costs.
Note: The requirements for each designation/certification are set by the granting body, not George Brown College. In order to qualify for any of these designations/certifications, you need to follow the process listed on its website and meet all the requirements applicable to you.
Here are some skills you’ll be able to show off after completion of the Marketing Management - Financial Services program:
- Applying marketing principles and concepts to the financial services industry
- Planning and implementing effective marketing strategies for financial products and services
- Analyzing data using industry-standard software to provide marketing insights and create professional reports
- Communicating marketing information persuasively and accurately through oral, written, graphic, and interactive media formats
- Preparing and delivering a sales presentation or pitch that addresses the client's needs.
This Centre for Business program is part of our School of Marketing.
Watch our past recording of the online info session for the Marketing Management – Financial Services Program.
Your Field Education Options
Work Experience (co-op or internship work term)
This program requires the successful completion of a one-semester work experience to graduate. This work experience is either co-op (paid) or internship (unpaid). Either one will give you the practical experience employers value. The work experience term occurs between the two academic semesters.
George Brown works with employers and industry partners to identify potential work experience opportunities. Students then apply for these opportunities and go through a competitive interview process. Students are also strongly encouraged to pursue self-directed industry work experience opportunities they believe will provide the learning experiences they value and meet the learning outcomes of the program. This valuable work experience can, in turn, be added to your resumé.
In addition to more formal on-the-job work experience, George Brown College endeavours to provide field education opportunities with real-world problems and clients. Find out more about field education at the Centre for Business.
MARKETING ASSOCIATIONS MEMBERSHIP
George Brown Marketing students have access to membership to two of Canada’s premier marketing associations, the CMA and IAB, included in their tuition fees:
Canadian Marketing Association (CMA) membership includes:
- Live and online events, with free or reduced member pricing
- Professional development opportunities
- Tools, resources, and guides for members only
- Networking opportunities with thousands of marketers
- Exclusive access to CMA NXT, a site dedicated to filling the gap between post-secondary education and professional life
Interactive Advertising Bureau (IAB) membership includes:
- Student volunteer (and networking) opportunities for marquee events
- Members-only webinars and podcasts
- Original Canadian digital marketing research
- Globally accepted digital ad standards
- Globally standardized courses, certification, and custom workshops
Career & Postgraduate Study Opportunities
Industry
Toronto is the leading Canadian financial services centre. With more than 210,000 people working in the sector, it is also the second-largest North American financial hub after New York City.* The financial services industry is composed of more than just banks. It also includes trust and loan companies, insurance companies, credit unions, securities dealers, finance and leasing companies, pension fund managers, mutual fund companies, independent insurance agents and brokers and the growing fintech industry.
Educational Pathways
Graduates of this program may wish to pursue other designations in the financial services sector.
Information on the Canadian Securities Course and licensing requirements can be found at the Canadian Securities Institute website.
Note: The requirements for each designation are set by the granting body, not George Brown College. In order to qualify for any of these designations, you need to follow the process listed on its website and meet all the requirements applicable to you.
Courses
Required Courses
In order to graduate, you need to complete the following 13 mandatory courses and 1 work experience term. The work experience term can be co-op, internship, simulation, consulting, or
research projects
SEMESTER 1
| CODE | COURSE NAME | PRE-REQUISITE |
|---|---|---|
| COMP 1192 | Computer Applications for Database Marketing | NONE |
| FIN 4024 | Canadian Investments I | NONE |
| MARK 1027 | Marketing Management | NONE |
| MARK 2037 | Database Marketing Strategies | NONE |
| MARK 4005 | Applied Business Communications | NONE |
| MARK 4031 | Marketing Management-Financial Management Seminar Series | NONE |
| BUS 4000 | Work Experience Prep Course | NONE |
SEMESTER 2
| CODE | COURSE NAME | PRE-REQUISITE |
|---|---|---|
| FIN 4025 | Canadian Investments II | NONE |
| MARK 1031 | Principles of Marketing Financial Services | NONE |
| MARK 1109 | Data Analytics & Data Mining | NONE |
| MARK 2044 | Principles of Marketing Research | NONE |
| MARK 4012 | Marketing Metrics | NONE |
| MARK 4013 | Customer Experience Fundamentals | NONE |
Work Experience Term
| CODE | COURSE NAME | PRE-REQUISITE |
|---|---|---|
| COOP 4002 / INTN 4002 / BAWT 4002 | Work Experience Term | BUS 4000 |
Program Learning Outcomes
The graduate demonstrates the ability to:
- Formulate a marketing plan that will meet the needs or goals of a business or organization.
- Develop an integrated marketing communications plan for a product, concept, good and/or service based on an identified market need or target.
- Formulate strategies for developing new and/or modified products, concepts, goods and services that respond to evolving market needs.
- Develop strategies for the efficient and effective placement/distribution of products, concepts, goods and services that respond to evolving markets.
- Evaluate the impact of using different marketing strategies for a product, concept, good and/or service, on the finances, Return on Investment (ROI) and business goals of an organization.
- Evaluate the viability of a concept, product, good and/or service in a local, national or international markets.
- Conduct market research to provide information needed to make marketing decisions.
- Communicate marketing information persuasively and accurately in oral, written, graphic and interactive media formats.
- Plan, prepare and deliver a sales presentation or pitch that addresses the needs of the client.
- Develop strategies with clients, customers, consumers and others to grow and maintain relationships.
- Develop learning and development strategies and plans to enhance professional growth in the field.
- Apply entrepreneurial strategies to identify and respond to new career opportunities that might include contract employment, and self-employment initiatives.
- Participate in and contribute to a framework of organizational policies and practices, when conducting business of the organization.
- Apply the principles of business ethics and corporate social responsibility to business decisions.
- Employ the management techniques of planning, organizing, directing and controlling of marketing functions and activities in response to the business needs of the organization.
- Develop marketing strategies for financial products and services that respond to evolving market needs.
Tuition & Fees
Domestic Tuition
International Tuition
Additional Costs
* Amounts listed are the estimated total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2023. Fees are subject to change for programs starting in Fall 2024 and at later dates. This fee does not include books, which are to be purchased by the student separately.
** Amounts listed are the estimated total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2024. Tuition fees are subject to board approval. Material, student service and ancillary fees are estimated based on prior years. All fees are subject to change without notice. This fee does not include textbooks, which are to be purchased by the student separately.
† This program includes one work experience semester. The tuition fee for this program does NOT include the cost of the work experience semester. There is an additional fee of $500 for each work experience semester.
International Students
Visit the International Fees and Related Costs page for more information.
Financial Assistance
This program is approved for OSAP funding, provided the applicant meets OSAP eligibility criteria.
Disclaimer: The information contained in this website is subject to change without notice. It should not be viewed as a representation, offer or warranty. Students are responsible for verifying George Brown College fee requirements.
Admission Requirements
- College advanced diploma (three-year) or bachelor's degree or demonstrated, relevant work experience (resumé and references required).
English Proficiency
Applicants with international transcripts who do not provide English proficiency test results must test at the college level in the George Brown College English assessment to be considered for admission. In addition, applicants who are considered for admission to the program based solely on their work experience will be required to provide proof of English proficiency at the college level, and may be required to write the George Brown College English admission assessment
Please review our English proficiency requirements for more details.
Course Exemptions
Some college and university credits may qualify you for exemptions. Please visit our transfer guide for more information.
International Students
Visit the International Admissions page for more information regarding country specific admission requirements.
How to Apply
Domestic students should apply through Ontario Colleges.
International Students
Visit the How to Apply page for more information on how and when to apply.
International students should apply through the George Brown College Online Application System.
Contact Us
Information Sessions
On-campus information sessions are held on a regular basis. Come and have your questions answered. Learn about the program content and career options, meet your friendly professors and staff, and experience what it is like to be in a George Brown College classroom. Sign up for an upcoming session.
Domestic Student Admissions
For inquiries about domestic admission requirements, admission deadlines, or the admissions process, please contact the Admissions Office at admissions@georgebrown.ca or visit the Admissions section.
International Student Admissions
Contact one of our international recruitment representatives specializing by country of origin by either booking a virtual meeting or submitting an inquiry. For more information visit the International Contact Us page.
Fees and Financial Information
For inquiries about OSAP, Bursaries, Scholarships and other financial inquiries, please contact the Financial Aid Office at FinAid@georgebrown.ca or visit the Financial Aid section.
Entry Advising
For advice on the various program options and which program might be best suited for you, make an appointment to see an Entry Advisor. Please review these frequently asked questions.
Centre for Business
For questions regarding programs at the Centre for Business or if you require more information, please do not hesitate to contact us. Our knowledgeable staff are available to assist you.
For general inquiries, please contact the Centre for Business:
Email: business@georgebrown.ca
Phone: (416) 415-5000 ext. 2160
Marketing Management – Financial Services (B406)
For inquiries related to this program (for example, course-specific information) please contact the program co-ordinator:
Anne Iarocci, Program Co-ordinator
Email: anne.iarocci@georgebrown.ca
John Peco, Chair, School of Marketing
Email: john.peco@georgebrown.ca
Contact one of our international recruitment representatives specializing by country of origin by either booking a virtual meeting or submitting an inquiry. For more information visit the International Contact Us page
Visit Our Campus
This program is offered out of our School of Marketing and classes usually take place at our St. James Campus, mainly at 200 King St. E., and 290 Adelaide St. E., Toronto, Ontario, Canada.
Campus tours are offered on a regular basis. Sign up today!
Social Channels:
Marketing Management – Financial Services Program (Postgraduate) (B406)
Program Description
Leadership Claims
This postgraduate program is the only Marketing Management – Financial Services program in Ontario.
Program Overview
In this specialized Marketing Management – Financial Services graduate certificate program in Toronto, students will develop the marketing skills that employers value in the area of Financial Services Marketing. This particular area of marketing combines an understanding of the special needs of financial services customers with strong marketing acumen. Students will develop skills to successfully market to different customers and build long-term profitable relationships with them.
Full Description
In this Marketing Management – Financial Services graduate certificate program in Toronto, students will develop the marketing skills that employers value in the area of Financial Services Marketing. This particular area of marketing combines an understanding of the special needs of financial services customers with strong marketing acumen. Students will develop skills to successfully market to different customers and build long-term profitable relationships with them. The program uses case studies to actively engage students in learning these important principles. This develops students' skills in problem-solving, analysis and decision-making.
The program combines the basics of database marketing with courses required to prepare to write the Canadian Securities Course exams from the Canadian Securities Institute. See csi.ca for details about requirements and costs.
Note: The requirements for each designation/certification are set by the granting body, not George Brown College. In order to qualify for any of these designations/certifications, you need to follow the process listed on its website and meet all the requirements applicable to you.
This learning experience will enable you to:
- Apply marketing concepts and principles to the financial services sector in Canada and globally.
- Develop and implement effective strategic marketing plans for financial products and services.
- Use industry-standard software to analyze data to provide marketing insights and create professional marketing analysis reports and presentations.
This Centre for Business program is part of our School of Marketing.
Watch our past recording of the online info session for the Marketing Management – Financial Services Program.
Your Field Education Options
Work Experience (co-op or internship work term)
This program requires the successful completion of a one-semester work experience to graduate. This work experience is either co-op (paid) or internship (unpaid). Either one will give you the practical experience employers value. The work experience term occurs between the two academic semesters.
George Brown works with employers and industry partners to identify potential work experience opportunities. Students then apply for these opportunities and go through a competitive interview process. Students are also strongly encouraged to pursue self-directed industry work experience opportunities they believe will provide the learning experiences they value and meet the learning outcomes of the program. This valuable work experience can in turn be added to your resumé.
In addition to more formal on-the-job work experience, George Brown College endeavours to provide field education opportunities with real-world problems and clients. Find out more about field education at the Centre for Business.
MARKETING ASSOCIATIONS MEMBERSHIP
George Brown Marketing students have access to membership to two of Canada’s premier marketing associations, the CMA and IAB, included in their tuition fees:
Canadian Marketing Association (CMA) membership includes:
- Live and online events, with free or reduced member pricing
- Professional development opportunities
- Tools, resources, and guides for members only
- Networking opportunities with thousands of marketers
- Exclusive access to CMA NXT, a site dedicated to filling the gap between post secondary education and professional life
Interactive Advertising Bureau (IAB) membership includes:
- Student volunteer (and networking) opportunities for marquee events
- Members only webinars and podcasts
- Original Canadian digital marketing research
- Globally accepted digital ad standards
- Globally standardized courses, certification, and custom workshops
Career & Postgraduate Study Opportunities
Industry
Toronto is the leading Canadian financial services centre. With more than 210,000 people working in the sector, it is also the second-largest North American financial hub after New York City.* The financial services industry is composed of more than just banks. It also includes trust and loan companies, insurance companies, credit unions, securities dealers, finance and leasing companies, pension fund managers, mutual fund companies, independent insurance agents and brokers and the growing fintech industry.
Educational Pathways
Graduates of this program may wish to pursue other designations in the financial services sector.
Information on the Canadian Securities Course and licensing requirements can be found at the Canadian Securities Institute website.
Note: The requirements for each designation are set by the granting body, not George Brown College. In order to qualify for any of these designations, you need to follow the process listed on its website and meet all the requirements applicable to you.
Courses
Required Courses
Printable Curriculum Planner 2023-2024
In order to graduate, you need to complete the following 13 mandatory courses and 1 work experience term.
SEMESTER 1
| Code | Course Name | Pre-requisite |
|---|---|---|
| COMP 1192 | Computer Applications for Database Marketing | NONE |
| FIN 4024 | Canadian Investments I | NONE |
| MARK 1027 | Marketing Management | NONE |
| MARK 2037 | Database Marketing Strategies | NONE |
| MARK 4031 | Marketing Management-Financial Management Seminar Series | NONE |
| MARK 4005 | Applied Business Communications | NONE |
| BUS 4000 | Work Experience Prep Course | NONE |
SEMESTER 2
| Code | Course Name | Pre-requisite |
|---|---|---|
| FIN 4025 | Canadian Investments II | NONE |
| MARK 1031 | Principles of Marketing Financial Services | NONE |
| MARK 4013 | Customer Experience | NONE |
| MARK 1109 | Data Analytics & Data Mining | NONE |
| MARK 2044 | Principles of Marketing Research | NONE |
| MARK 4012 | Marketing Metrics | NONE |
Work Experience Term
| Code | Course Name | Pre-requisite |
|---|---|---|
| COOP 4002 / INTN 4002 / BAWT 4002 | Work Experience Term | BUS 4000 |
Program Learning Outcomes
The graduate demonstrates the ability to:
- Formulate a marketing plan that will meet the needs or goals of a business or organization.
- Develop an integrated marketing communications plan for a product, concept, good and/or service based on an identified market need or target.
- Formulate strategies for developing new and/or modified products, concepts, goods and services that respond to evolving market needs.
- Develop strategies for the efficient and effective placement/distribution of products, concepts, goods and services that respond to evolving markets.
- Evaluate the impact of using different marketing strategies for a product, concept, good and/or service, on the finances, Return on Investment (ROI) and business goals of an organization.
- Evaluate the viability of a concept, product, good and/or service in a local, national or international markets.
- Conduct market research to provide information needed to make marketing decisions.
- Communicate marketing information persuasively and accurately in oral, written, graphic and interactive media formats.
- Plan, prepare and deliver a sales presentation or pitch that addresses the needs of the client.
- Develop strategies with clients, customers, consumers and others to grow and maintain relationships.
- Develop learning and development strategies and plans to enhance professional growth in the field.
- Apply entrepreneurial strategies to identify and respond to new career opportunities that might include contract employment, and self-employment initiatives.
- Participate in and contribute to a framework of organizational policies and practices, when conducting business of the organization.
- Apply the principles of business ethics and corporate social responsibility to business decisions.
- Employ the management techniques of planning, organizing, directing and controlling of marketing functions and activities in response to the business needs of the organization.
- Develop marketing strategies for financial products and services that respond to evolving market needs.
Tuition & Fees
Domestic Tuition
International Tuition
Additional Costs
* Amounts listed are the total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2022. Fees are subject to change for programs starting in Fall 2023 and at later dates.
** Amounts listed are the total of tuition, materials, student service and ancillary fees for the first two semesters of programs starting in Fall 2023. Fees are subject to change for programs starting in Fall 2024 and at later dates.
† This program includes one work experience semester. The tuition fee for this program does NOT include the cost of the work experience semester. The Work Experience fee of $500 covers the cost of the Work Experience Preparation course and work experience semester.
International Students
Visit the International Fees and Related Costs page for more information.
Financial Assistance
This program is approved for OSAP funding, provided the applicant meets OSAP eligibility criteria.
Disclaimer: The information contained in this website is subject to change without notice. It should not be viewed as a representation, offer or warranty. Students are responsible for verifying George Brown College fee requirements.
Admission Requirements
- College advanced diploma (three-year) or bachelor's degree or demonstrated, relevant work experience (resumé and references required).
English Proficiency
Applicants with international transcripts who do not provide English proficiency test results must test at the college level in the George Brown College English assessment to be considered for admission. In addition, applicants who are considered for admission to the program based solely on their work experience will be required to provide proof of English proficiency at the college level, and may be required to write the George Brown College English admission assessment
Please review our English proficiency requirements for more details.
Course Exemptions
Some college and university credits may qualify you for exemptions. Please visit our transfer guide for more information.
International Students
Visit the International Admissions page for more information regarding country specific admission requirements.
How to Apply
Domestic students should apply through Ontario Colleges.
International Students
Visit the How to Apply page for more information on how and when to apply.
International students should apply through the George Brown College Online Application System.
Contact Us
Information Sessions
On-campus information sessions are held on a regular basis. Come and have your questions answered. Learn about the program content and career options, meet your friendly professors and staff, and experience what it is like to be in a George Brown College classroom. Sign up for an upcoming session.
Domestic Student Admissions
For inquiries about domestic admission requirements, admission deadlines, or the admissions process, please contact the Admissions Office at admissions@georgebrown.ca or visit the Admissions section.
International Student Admissions
Contact one of our international recruitment representatives specializing by country of origin by either booking a virtual meeting or submitting an inquiry. For more information visit the International Contact Us page.
Fees and Financial Information
For inquiries about OSAP, Bursaries, Scholarships and other financial inquiries, please contact the Financial Aid Office at FinAid@georgebrown.ca or visit the Financial Aid section.
Entry Advising
For advice on the various program options and which program might be best suited for you, make an appointment to see an Entry Advisor. Please review these frequently asked questions.
Centre for Business
For questions regarding programs at the Centre for Business or if you require more information, please do not hesitate to contact us. Our knowledgeable staff are available to assist you.
For general inquiries, please contact the Centre for Business:
Email: business@georgebrown.ca
Phone: (416) 415-5000 ext. 2160
Marketing Management – Financial Services (B406)
For inquiries related to this program (for example, course-specific information) please contact the program co-ordinator:
Michael Hlinka, Program Co-ordinator
Email: mhlinka@georgebrown.ca
John Peco, Chair, School of Marketing
Email: john.peco@georgebrown.ca
Contact one of our international recruitment representatives specializing by country of origin by either booking a virtual meeting or submitting an inquiry. For more information visit the International Contact Us page
Visit Our Campus
This program is offered out of our School of Marketing and classes usually take place at our St. James Campus, mainly at 200 King St. E., and 290 Adelaide St. E., Toronto, Ontario, Canada.
Campus tours are offered on a regular basis. Sign up today!
