Marketing and Strategic Communications Extension Certificate
Marketing and strategic communications is the process of advertising, promoting, communicating, selling and distributing a product to a customer.
Gain practical, hands-on exposure to the latest marketing and communication strategies. Dive into tactics and best practices in the marketing field, including word of mouth marketing, social media, content marketing and integrated marketing communications. Developed and taught by industry experts, this program provides you with current, in-demand knowledge and skills to inform strategic communication plans and marketing decisions.
Learn contemporary marketing and strategic communication fundamentals by examining key principles and concepts. Gain an understanding of emerging tools and trends while exploring the role of today's marketing professional. Experience practical learning in digital marketing research, including online research methods and tools for gathering and analyzing data, keyword search, customer profiling and database research.
Using case studies and practical real-world exercises, examine characteristics of great brands, and learn to design and execute a brand strategy and reach communication goals. Develop a strategic content marketing strategy and create effective content for target audiences via various channels, including print and web, infographics, and e-mail.
Blue Seal
This program is eligible towards the Achievement in Business Competencies (Blue Seal) Program.
Benefits
- Earn a recognized credential to enhance your career prospects
- Apply for the Achievement in Business Competencies (Blue Seal) Program. This program is eligible towards this Blue Seal certification, which helps Alberta tradespeople demonstrate their business aptitude.
- Prepare for a career as a marketing strategist, coordinator or manager
- Learn from experienced industry professionals
- Complete through online delivery, open to anyone, anywhere
Program format
- Format: Classroom, Online | Learn more
- Duration: Complete the 7 required courses (102 hours). Can be completed within 2 semesters up to a maximum of 3 years.
Online learningWe offer a variety of online learning options. Visit our learning formats page for more information. |
Foundations of Social Media for Business
Analyze the role of social media in business and explore the power of these tools to build relationships with your customers.
Note : This instructor-facilitated online course begins and ends on set dates with specific deadlines for assignments. Courses may include optional live video-conferencing sessions.
Subject (for registration) : Computers-Specialty Programs
Subject code: XCSP 10017 | 12 Hours. Fee: $409 |
CRN 50035 | Online | May 2 - 29 |
Marketing and Strategic Communications
Be introduced to contemporary marketing and strategic communication fundamentals. Examine key principles and concepts, and understand emerging tools and trends. Investigate the evolving role of today's marketing professional. Topics include marketing strategy, branding, customer experience, digital and social media, content marketing, and Integrated Marketing Communications (IMC).
Note : This instructor-facilitated online course begins and ends on set dates with specific deadlines for assignments. Courses may include optional live video-conferencing sessions.
Subject (for registration) : Marketing
Subject code: XMKT 20006 | 15 Hours. Fee: $439 | Offered again in fall 2022 |
Brand Strategy
Developing and marketing a brand has become increasingly complex. Explore key strategies and steps for defining, building and managing a strong brand. Using case studies and practical real-world exercises examine characteristics of great brands, and learn to develop and execute a brand strategy.
Note : This instructor-facilitated online course begins and ends on set dates with specific deadlines for assignments. Courses may include optional live video-conferencing sessions.
Subject (for registration) : Marketing
Subject code: XMKT 20005 | 15 Hours. Fee: $439 | |
CRN 30184 | Online | March 14 - April 10 |
Content Marketing Strategy
Promote brand awareness and build loyal communities by creating compelling content, sharing powerful stories and engaging in meaningful conversations. Develop a strategic content marketing strategy and create effective content for various channels, including print and web, blogs, online seminars and videos, infographics, and e-mail.
Note : This instructor-facilitated online course begins and ends on set dates with specific deadlines for assignments. Courses may include optional live video-conferencing sessions.
Subject (for registration) : Marketing
Subject code: XMKT 20001 | 15 Hours. Fee: $439 | Choose between: |
CRN 30328 | Online | April 11 - May 8 |
CRN 70044 | Online | June 20 - July 17 |
Digital Marketing Research
Explore various online research methods and tools for gathering and analyzing data to support marketing plans. Understand consumer needs, behaviour and trends, and learn to align research objectives with business goals. Practical learning techniques include keyword search, blogs, online surveys, customer profiling and database research.
Note : This instructor-facilitated online course begins and ends on set dates with specific deadlines for assignments. Courses may include optional live video-conferencing sessions.
Subject (for registration) : Marketing
Subject code: XMKT 20002 | 15 Hours. Fee $439 | |
CRN 70192 | Online | July 4 - 31 |
Integrated Marketing Communications (IMC)
Developing a strategic Integrated Marketing and Communication (IMC) plan is critical to building a brand, creating relationships, reaching target markets, and being able to measure and evaluate results. Understand the key components of Integrated Marketing Communications, including researching, planning, organizing, budgeting, managing and evaluating marketing communication plans.
Note : This instructor-facilitated online course begins and ends on set dates with specific deadlines for assignments. Courses may include optional live video-conferencing sessions.
Subject (for registration) : Marketing
Subject code: XMKT 20004 | 15 Hours. Fee $439 | |
CRN 50379 | Online | June 6 - July 3 |
Word-of-Mouth Marketing (WOMM)
Companies that garner positive word of mouth have a competitive advantage over those that don't. Marketing strength lies with customers who choose to share engaging content with friends, family and even strangers. Through case studies, examine powerful brands and companies that have grown via word of mouth.
Note : This instructor-facilitated online course begins and ends on set dates with specific deadlines for assignments. Courses may include optional live video-conferencing sessions.
Subject (for registration) : Marketing
Subject code: XMKT 20003 | 15 Hours. Fee $439 | |
CRN 70043 | Online | Aug. 2 - 28 |
Tentative course schedule | |||
Fall (Sept.-Dec) |
Winter (Jan.-Apr.) |
Spring/Summer (May-Aug.) |
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Foundations of Social Media for Business | • | • |
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Marketing and Strategic Communications | • | • | • |
Brand Strategy | • |
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Integrated Marketing and Communications | • |
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Content Marketing Strategy | • |
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Word of Mouth Marketing |
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Digital Marketing Research |
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Each course may be offered in a variety of formats. Check the “Courses and fees” tab for more information.
The schedule above is subject to change. Courses start on various dates within each semester. Fall schedule and registration available in June. Winter schedule and registration available in November. Spring/Summer schedule and registration available in March.
Aly Hasham BA, MBA
Aly's career in digital strategy began with Moët Hennessy • Louis Vuitton in Paris, France. Since becoming a digital strategist with Critical Mass, he's had the opportunity to work with a diverse roster of brands spanning a variety of industries. Clients include AT&T, Nissan, Infiniti, Coles Australia, Clorox and Luxottica. He's worked on range of projects, including loyalty programs, mobile payments, UX strategy, campaigns, social media initiatives and new business pitches.
Aly holds a Master of Business Administration degree from EMLYON Business School as well as Bachelor of Arts degrees in English and Economics from the University of Calgary.
In his spare time, Aly enjoys basketball, snowboarding, 90s hip hop and post-colonial literature. His favourite book is The Count of Montecristo.
Karen Richards
As the Word of Mouth Marketing Strategist at Mount Royal University, Karen combines marketing, grassroots community initiatives, a love of brand, technology and social media to ensure she, and the university, are always ahead of the curve. Karen's passion is embracing and creatively implementing word of mouth marketing principles to meet business goals while cultivating a loyal community in person and online that help spread the good word about MRU.
Karen holds a Bachelor degree in Psychology from the University of Calgary, is an active member of the international Word of Mouth Marketing Association, presenter and workshop facilitator and is personally very active in the Calgary community using social media to create unique events and connect people with businesses, charities and each other.
Robert Schmidt B.Sc., MBA
Robert Schmidt loves to stand out. He's like Mr. Incredible meets Mr. Spock meets Mr. Dressup. Visionary, analytical and ultra-creative; without the tights, the ears or the tickle-trunk.
With a B.Sc. in Molecular Biology and Genetics (University of Calgary), years of study on buyer psychology, and an executive MBA (Haskayne School of Business) focused on innovation, Robert combines the analytical rigour of science with the openness of psychology and the practicality of business.
He is a marketing and strategy professional whose experience has taken him to the executive suites and political boardrooms of organizations based in Canada, the United States, Southeast Asia and South America. His client list includes billion dollar corporations as well many start-up and mid-sized companies.
Robert's work has been profiled in journals and in academic settings and he has addressed diverse corporate and entrepreneurial audiences at Mount Royal University, the Haskayne School of Business, Edwards School of Business and numerous business organizations.
Today Mr. Schmidt positions his own marketing communications firm, reBox Creative Inc., to stand out well beyond their crowded market space.
Nancy Smith
Nancy Smith loves to help businesses understand and develop strategies for social media. As an early adopter and avid social media user, it has been a natural transition for her to apply knowledge from her marketing career to assist brands such as Travel Alberta, SportChek, and Samsung.
As a passionate advocate for social media, Nancy has been an instructor at Mount Royal University since 2015 in the Social Media and Marketing and Strategic Communications programs. Nancy is also an acclaimed speaker, with more than 10 years of experience providing workshops and sessions at large-scale conferences dealing with issues related to social media.
As the mother of a teen, Nancy can also relate to the challenges parents face in today's digital world. Realizing that there was a gap in the information available for generating positive discussions, she has recently launched SocialCitizens.ca as a resource for parents in order to provide the practical advice that parents were looking for-and that kids needed. She enjoys helping adults learn about the positive aspects of social media and working with kids on how they can be responsible social citizens in a rapidly changing global environment. She is an author of a book, Social Citizens: A Positive Approach to Social Media & Parenting in a Digital World.
Contact us
For information about this program:
cebusiness@mtroyal.ca
403.440.6861 or 1.888.392.3655
Mount Royal University, 4825 Mount Royal Gate SW, Calgary AB T3E 6K6
Customize this program for your organization through our Corporate Training department.