Strategic Relationship Marketing Program
(Postgraduate)
(B409)

2019-20202020-2021
  • Program Name:
    Strategic Relationship Marketing
  • Code: B409
  • Credential:
    Ontario College Graduate Certificate
  • Method of Study:
    Full-time
  • Duration:
    12 months (2 semesters in-class, 1 semester work experience)
  • Centre:
  • School:
  • Location: St. James Campus
  • Starting Months: January, September
  • Domestic Tuition:
    $4,289.00* †
  • Experiential Learning:
    Work Experience (Co-op or Internship) Required

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Overview

Program Overview

The Strategic Relationship Marketing graduate certificate program in Toronto provides students with the foundational knowledge and applied skills that employers value in the area of marketing, with a focus on Customer Relationship Marketing (CRM) and Customer Experience (CX) strategies and techniques.

Full Description

The Strategic Relationship Marketing program responds to the growing need within the marketing industry for a new skill set – one that places the customer at the centre of business decisions. This skill set is critical since modern marketing success depends on targeting and attracting new customers while retaining and strengthening relationships with current customers at all points during their journey. 

This one-year graduate certificate program provides students with a foundation in marketing, with a focus on the examination and application of Customer Relationship Marketing (CRM) and Customer Experience (CX) best practices, strategies, tactics, tools, and techniques. Students will have an opportunity to apply industry standard marketing analytics and CRM platforms and technologies to marketing processes and create a comprehensive marketing plan. 

Key areas covered in the program include: database marketing strategy, loyalty marketing, marketing research, omnichannel marketing, marketing automation of email, social media and online content for personalized customer journeys, and marketing analytics and measurement. In the final semester, students work on a capstone project based on a real business situation.

This Centre for Business program is part of our School of Marketing.

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 term occurs after the end of the 2nd academic semester.

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 would 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 resume.

In addition to on-the-job work experience George Brown College endeavours to provide field education opportunities with real world challenges and clients. Find out more about field education at the Centre for Business.

Program Learning Outcomes

The graduate has reliably demonstrated the ability to:

  1. Create a professional marketing plan using standard marketing planning processes and tools.
  2. Develop a comprehensive Customer Relationship Management (CRM) marketing plan that uses a client’s current database strategy that is personalized and scalable.
  3. Apply strategic communication planning processes and tools to generate leads and improve customer retention, satisfaction and profitability.
  4. Evaluate data extracted from a variety of marketing technology platforms to support problem-solving and decision-making processes in marketing.
  5. Apply Customer Relationship Management (CRM) and Customer Experience (CX) best practices, strategies, tactics, and techniques to strengthen customer relationships for both business-to-business (B2B) and business-to-consumer (B2C) markets.
  6. Design customer experience journey mapping to identify areas to improve customer experiences and automate personalized digital marketing. 
  7. Apply industry standard marketing analytics and CRM platforms to sales and marketing processes.
  8. Gather and analyze primary and secondary marketing research in order to support sound marketing decisions that improve customer experiences. 
  9. Communicate complex marketing material verbally, in writing, and digitally for a variety of audiences and purposes.
  10. Model professional standards to provide reliable and actionable analysis while respecting Canadian regulation and practice related to data privacy and security.

Courses

Required Courses

In order to graduate from the B409 program, you need to complete the following 13 Mandatory courses and 1 Work Experience Term

Printable Curriculum Planner 2018-2019
Printable Curriculum Planner 2019-2020

SEMESTER 1

semester courses
Code Course Name Pre-requisite
COMP 1192 Computer Applications for Database Marketing NONE
MARK 4013  Customer Experience Fundamentals NONE
MARK 1027 Marketing Management NONE
MARK 4014 CRM Fundamentals NONE
MARK 4005 Applied Business Communications NONE
MARK 4015 CRM Tools & Technology NONE
BUS 4000 Work Experience Prep Course NONE

SEMESTER 2

semester courses
Code Course Name Pre-requisite
MARK 1024 Marketing Seminar Series NONE
MARK 4026 Marketing Automation MARK 4015
MARK 2040 Strategic Project Successful completion of Semester 1
MARK 4007 Marketing Research NONE
MARK 4027 Retention & Loyalty Marketing NONE
MARK 4028 Marketing Analytics & Measurement MARK 4015

Work Experience Term

semester courses
Code Course Name Pre-requisite
COOP 4004 or INTN 4004 Work Experience Term BUS 4000

Detailed course outlines

Career & Postgraduate Study Opportunities

Your Career

Graduates will be prepared for careers in a wide variety of customer-centric sectors such as telecommunications and media, not-for-profit, retail, financial services, digital agencies and advertising agencies.

Potential positions may include:

  • Marketing Coordinator
  • Digital Analyst
  • Product Manager
  • Market Research Analyst
  • Account Manager
  • Content Manager
  • Communications Coordinator

Tuition and Fees

Tuition

$4,289.00* †

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 2018. Fees are subject to change for programs starting in Fall 2019 and at later dates.

† This program includes 1 Work Experience semester. The tuition fee for this program does NOT include the cost of the Work Experience semester. The Work Experience fee of $450 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.

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.

How to Qualify and Apply

Admission Requirements

  • College Advanced Diploma (3-year) or Bachelor's Degree or demonstrated, relevant work experience (resume and references required).

English Language Proficiency

Applicants with international transcripts who do not provide English language 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 visit georgebrown.ca/englishproficiency for more details.

Course Exemptions

Some college and university credits may qualify you for exemptions. Please visit georgebrown.ca/transferguide for more information.

International (Visa) Students

Visit the International Admissions page for more information.

How to Apply

Apply To

Domestic students should apply through Ontario Colleges

Student Success

Student Name
Riddhi Modi

I came to Canada leaving behind the corporate world to pursue my dreams and it was indeed a big milestone to achieve. Strategic Relationship Marketing is the most intense and practical program for marketers interested in data analytics, market research and consumer nsights. The on-campus and off-campus opportunities are amazing at George Brown and they gave me a chance to develop industry relationships. I ended up doing a co-op in the Marketing department of the college and the experience has been incredible. It has definitely opened many doors to pursue a full-time job later in the field of marketing. My potential has been best recognized here and I am proud to choose George Brown College as a stepping stone to my success.

Student Name
Bailie Ross

I’d always been interested in marketing and I sort of shopped around the schools in the GTA. I called some employers to find out where they hire out of. A lot of them recommended George Brown. I find that the learning in most of our courses is very interactive. We get a chance to learn and then apply that learning into different case studies, different presentations. Taking this year to invest in my future has really been worthwhile. I know I’ve got marketable skills.

Hear more about Bailie Ross’ story in our video.

Student Name
Denys Shashura

"Strategic Relationship Marketing grad lands position out of work placement." Sometimes the proof that you've picked the right program is in your success in the field. For Strategic Relationship Marketing alumnus Denys Shashura, landing a full-time role with the Ontario Lottery and Gaming Corporation a year after his co-op placement was the first step. Moving into a senior role two years later confirmed it. Read Denys Shashura's story.

Student Name
Faraz Thambi

I chose the Strategic Relationship Marketing graduate certificate because it intersects between relationship marketing and database marketing, which gave me an edge over a traditional program. Read Faraz's story in our Alumni Success Stories

Student Name
Laney Galloway

Going to the George Brown postgraduate Strategic Relationship Marketing program was the step I needed to help me start my career. The program introduced me to the broader aspects of marketing, including the industry, networking, how to look for a job and how to interview for one. My professors drew from their real world marketing careers to help me learn to think strategically and taught me practical skills that helped me establish my value quickly once working. Hands down, I would not be where I am today had I not signed up for the postgraduate Strategic Relationship Marketing program at George Brown.

Student Name
Rick Li

I came to Canada as an immigrant from China without any local working experience. The B409 program gave me much-needed local industry experience and solid technical skills, which not only landed me a position in the financial industry straight out of school, but also built a solid foundation for me to progress my career further in the analytics field. Furthermore, the combination of the well-structured program, experienced and dedicated professors from both academia and industry, and stimulating group studies with classmates made the learning experience all the more enjoyable and rewarding.

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

Strategic Relationship Marketing (B409)

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

Elizabeth Speers, Academic Director, Centre for Business  

Email: espeers@georgebrown.ca

Book a Meeting with the Chair: centreforbusiness.as.me/marketingprospective

Visit Our Campus

This program is offered out of our School of Marketing and classes take place at our St. James Campus, mainly at 200 King St. E., and 290 Adelaide St. E., Toronto, ON, Canada.

Campus tours are offered on a regular basis. Sign up today!

Sign up and learn more about your options, our programs, and life at George Brown.