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.
