Customer Relationship Marketing and Analytics (Online) Program (B419)
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Domestic Students
Program Description
Program Overview
Be ready for a new career in customer relationship marketing (CRM) or customer experience (CX) in just 12 months with our Customer Relationship Marketing and Analytics graduate certificate program. Through intensive training in CRM practices, digital marketing technology and the use of AI, you'll be ready to manage complex CRM and CX systems and projects. Two semesters of online learning are complemented by a semester of work experience to build your skills and connections with local employers.
This is the ideal program for the marketer who wants to enhance their skillset by getting in-depth knowledge of customer relationship marketing skills with the related analytical expertise.
Full Description
The Customer Relationship Marketing and Analytics program addresses the growing need within today’s marketing industry for a new skill set – one that puts the customer first. Customer experience marketing depends on attracting and retaining new customers at all stages of their journey and mastery of complex tools like Salesforce, Hubspot, and data visualization software.
Through this in-depth, 12-month postgraduate program, you'll learn crucial skills in:
- Marketing with AI
- Customer experience marketing
- CRM technology
- Marketing automation
- Database marketing
- Data visualization
- Predictive analytics for marketers
- Market research
Key areas covered in the program include database marketing strategy, customer experience and loyalty marketing, marketing research, omnichannel marketing, marketing automation of email, social media and online content for personalized customer journeys, marketing with AI, data visualization, marketing research, and marketing analytics and measurement. In the final semester, students work on a capstone project based on an actual business situation.
Here are some skills you’ll be able to show off after completion of the Customer Relationship Marketing and Analytics program:
- Applying industry-standard marketing analytics and CRM platforms and technologies to marketing processes
- Creating a personalized and scalable CRM marketing plan
- Increasing customer retention, satisfaction and profitability through strategic communication planning
This Centre for Business program is part of our School of Marketing.
Minimum computing requirements
PC
- Intel i3 processor
- Microsoft Windows 7 or higher with 4GB RAM
- web camera and microphone
- Wi-Fi: IEEE 802.11 a/b/g/n/ac compatible
- Microsoft Office – Word, Excel, PowerPoint, OneNote, OneDrive (including access to Office 365 cloud)
- free for all current George Brown College students
Apple/Mac
- Intel i3 processor
- macOS High Sierra with 4GB RAM
- web camera and microphone
- Wi-Fi: IEEE 802.11 a/b/g/n/ac compatible
- Office 2016 for Mac – Word, Excel, PowerPoint, OneNote, OneDrive (including access to Office 365 cloud)
- free for all current George Brown College students
Your Field Education Options
Work Experience (co-op or internship work term)
This program requires the successful completion of a WIL (workplace integrated learning) semester to graduate. This work experience may be co-op (paid) or internship (unpaid). Either one will give students the practical experience employers value. The work term occurs after the end of the second academic semester.
George Brown engages with employers and industry partners to identify potential work experience opportunities. Students then apply for these opportunities and undertake a competitive interview process. Students may also pursue self-directed industry work experience to focus on the learning they prefer while meeting the program's learning outcomes. This valuable work experience can, in turn, be added to students' resumés.
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.
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
We are aligned with the needs of businesses! Most of the top five in-demand skills in sales and marketing (customer relationship management [CRM], Salesforce and Google Analytics), as suggested by Randstad, are all skills students develop in our Customer Relationship Marketing and Analytics program.
We also help put students on the path to obtaining Randstad’s suggested top in-demand sales and marketing certifications* including Salesforce certification, Google Analytics certification and HubSpot marketing software certification).
*Certifications are awarded by the certifying body and not George Brown College.
Alumni Impact
We are immensely proud of the contributions of our alumni in Toronto and around the globe.
From Michelin-starred restaurants to major construction, entertainment, community and financial organizations, our graduates are truly making an impact across a range of industries.
Latest alumni stories
Courses
Required Courses
SEMESTER 1
| Course Code | Course Title |
|---|---|
| MARK4015 | CRM Tools and Technology |
| MARK4014 | CRM Fundamentals |
| MARK4005 | Applied Business Communication |
| MARK4009 | Database Marketing Fundamentals |
| MARK4010 | Customer Experience and Loyalty Marketing |
| MARK4011 | Marketing with AI |
| BUS 4000 | Work Experience Preparation |
SEMESTER 2
| Course Code | Course Title |
|---|---|
| MARK4037 | Data Visualization |
| MARK4007 | Marketing Research |
| MARK2040 | Strategic Project |
| MARK4026 | Marketing Automation |
| MARK4032 | Strategic Relationship Marketing Seminar Series |
SEMESTER 3
| Course Code | Course Title |
|---|---|
| COOP4004 | Work Experience (Co-op) |
| INTN4004 | Work Experience (Internship) |
| BAWT4004 | Academic Work Term |
Program Learning Outcomes
The graduate demonstrates the ability to:
- Create a professional marketing plan using standard marketing planning processes and tools.
- Develop a comprehensive customer relationship management (CRM) marketing plan that uses a client’s current database strategy that is personalized and scalable.
- Apply strategic communication planning processes and tools to generate leads and improve customer retention, satisfaction and profitability.
- Evaluate data extracted from a variety of marketing technology platforms to support problem-solving and decision-making processes in marketing.
- 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.
- Design customer experience journey mapping to identify areas to improve customer experiences and automate personalized digital marketing.
- Apply industry standard marketing analytics and CRM platforms to sales and marketing processes.
- Gather and analyze primary and secondary marketing research in order to support sound marketing decisions that improve customer experiences.
- Communicate complex marketing material verbally, in writing and digitally for a variety of audiences and purposes.
- Model professional standards to provide reliable and actionable analysis while respecting Canadian regulation and practice related to data privacy and security.
- Develop segmentation strategies to drive customer acquisition and retention.
- Analyze buyer journey maps to create effective CRM implementation plans and develop automated marketing campaigns.
- Use CRM software and tools to analyze customer interactions and optimize marketing strategies for improved client satisfaction.
- Organize, analyze, interpret and visualize large datasets to inform the creation of targeted and segmented strategies that align with global privacy laws and professional standards.
- Use predictive analytics to create CRM strategies that anticipate customer behaviors, preferences, needs and trends.
- Gather and analyze primary and secondary marketing research to inform decisions aimed at improving customer experience.
- Communicate complex, multi-modal marketing materials to various audiences for customer communication, marketing plans, CRM integration planning, market research, data insights, and automation campaigns.
- Employ Artificial Intelligence (AI) tools and techniques to optimize content, enhance customer insights, and improve campaign effectiveness, enabling data-driven decision-making within CRM.
- Create clear and impactful data visualizations to present complex information in an accessible way.
- Develop and maintain industry connections and foster self-development to enhance career growth and relationship building.
Tuition & Fees
Domestic 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 2025. Fees are subject to change for programs starting in Fall 2026 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 2025. 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 books, 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.
Financial Assistance
Each year we award over $2 million dollars in scholarships, awards and bursaries to first-year students. Check out our financial aid web pages for ways to pay for college and the full list of available scholarships, awards and bursaries.
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 diploma (two-year), advanced diploma (three-year) or bachelor's degree or demonstrated, relevant work experience (resumé 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 review our English proficiency requirements.
Course Exemptions
Some college and university credits may qualify you for exemptions. Please visit our transfer guide for more information.
International (Visa) Students
Visit the International Admissions page for more information.
How to Apply
Domestic students should apply through Ontario Colleges.
Contact Us
Information Sessions
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
Customer Relationship Marketing and Analytics (B419)
For inquiries related to this program (for example, course-specific information), please contact the program co-ordinator:
Stephanie Wallace, Program Co-ordinator
Email: Stephanie.Wallace@georgebrown.ca
Visit Our Campus
This program is offered through the School of Marketing and classes will take place online.
Campus tours are offered on a regular basis. Sign up today! You can also take our virtual tour.
