Note: ɬÀ﷬’s new Course Catalogue will replace the eCalendar. The Course Catalogue is expected to go live the week of April 22nd. When the new site is published, "mcgill.ca/study" will be redirected to the new Course Catalogue website.
Course information on this site is not reflective of offerings for the 2025–2026 academic year. Some irregularities may occur as we move operations to the incoming Course Catalogue.
Le certificat en marketing appliqué s'adresse aux étudiants souhaitant acquérir les connaissances fondamentales en marketing qui leur permettront de postuler avec confiance dans des organisations commerciales, industrielles ou sans but lucratif. Les étudiants apprendront les concepts et les théories de base du marketing et auront l'occasion d'utiliser leurs connaissances dans des cas pratiques.
Gestion générale : Application of selling models to effectively harness digital media to convert online prospects into customers and retain them using Internet resources. Strategies to build long-term partnerships with online and traditional customers and promote new ventures through search engine optimisation (SEO) to achieve business and marketing objectives. Application and practice of the business negotiation process and strategies for traditional and online stakeholders.
Terms: Automne 2024
Instructors: Sacksner, Jeffrey (Fall)
CMRK : Fundamental theories and principles of strategic marketing. Role of the marketing professional in the corporate environment. Applications of marketing practices to new businesses. Development of a marketing plan.
Terms: Automne 2024, Hiver 2025
Instructors: Royce, Charles (Fall) Bierbrier, Charles (Winter)
CMRK : Basic statistics for marketing research. Qualitative and quantitative data collection techniques, traditional and digital. Use of secondary on-line data: determining reliability, interpretation, analysis.
Terms: Automne 2024
Instructors: Di Luzio, Linda (Fall)
Corequisite: CMRK 200
CMRK : Electronic marketplaces and their evolving role in Internet business. New channels of marketing, including social media, advertising and communication. Planning, executing, and managing e-commerce. Web analytics, customer analysis, search engine optimization, search engine marketing and issues of permission and privacy.
Terms: Automne 2024
Instructors: Gardner Gregory, Kevin (Fall)
Corequisite: CMRK 200
CMRK : Foundational and emerging concepts of consumer behaviour. Perception, learning, attitude formation and change, decision-making, social influences, motivations, values, lifestyle, geo-demographics and the dynamics of reference groups in social media. Ethical and responsible use of digital marketing tools.
Terms: Hiver 2025
Instructors: Gardner Gregory, Kevin (Winter)
CMRK : Marketing communications mix: advertising (in both traditional and digital media), publicity, promotion, creative tactics, direct marketing, marketing-oriented public relations, buzz creation, and sponsorships. Communication theory and ethical practice. Use and effects of social media
Terms: Hiver 2025
Instructors: Mirshak, Paul (Winter)
CMRK : Differences between marketing of products and of services. Marketing mix for service business. Balance of supply and demand. Permissible nature of a service in relation to time. Value and quality of services. Managing service operations. Customer satisfaction.
Terms: Hiver 2025
Instructors: Letovsky, Steven (Winter)
CMRK : Issues faced by businesses when entering and operating in foreign markets: changes in product, pricing, channels, and communications policies. Export marketing in the Canadian context.
Terms: Hiver 2025
Instructors: Bierbrier, Charles (Winter)
CMRK : Integrative, capstone course: cultivating skills and techniques required for effective marketing planning. Application of theories and skills learned in previous courses. Situational analysis and problem-solving skills. Cases and marketing simulation.
Terms: Été 2025
Instructors: DesRosiers, Lee (Summer)
Relations publiques : Fundamental theories and practices of communication and networking (internal and external) in the workplace. Writing, speaking, presentation and team interaction skills.
Terms: Automne 2024, Hiver 2025, Été 2025
Instructors: Walsh, Brendan; Coburn, Veldon (Fall) Walsh, Brendan (Winter) Pealow, Kristy (Summer)
