Strategic Relationship Marketing Program (Postgraduate) (B409)
Program Description
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, customer relationship management tools, customer relationship marketing theory, customer experience foundations, loyalty marketing, marketing research, marketing automation tools 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 program makes use of industry-standard cloud-based software, so students will require a laptop computer.
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 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 second 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 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 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 what businesses are looking for! 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 Strategic Relationship Marketing 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
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 2023-2024
SEMESTER 1
| 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
| Code | Course Name | Pre-requisite |
|---|---|---|
| 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 4032 | Strategic Relationship Marketing Seminar Series | NONE |
| MARK 4033 | Customer Journey Analytics | COMP 1192 |
Work Experience Term
| Code | Course Name | Pre-requisite |
|---|---|---|
| COOP 4004 / INTN 4004 / BAWT 4004 | Work Experience Term | BUS 4000 |
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.
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
Each year we award over $2 million dollars in scholarships, awards and bursaries to first-year students. Check out our financial aid webpages 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 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.
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
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:
Stephanie Wallace, Program Co-ordinator
Email: stephanie.wallace@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! You can also take our virtual tour.
