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Required:  300  Hours

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Globalization and new technologies are rapidly changing the face of marketing. Today's marketing professionals need a working knowledge of traditional media channels, social media, digital marketing and visual design.

This program will prepare you to plan, execute and evaluate compelling marketing campaigns. Learn how to translate ideas into sales using a variety of strategies and media channels. Explore emerging technologies and best practices in the field, and learn from marketing professionals who understand how to be leaders in this constantly changing profession. With its emphasis on theory and practices, this program will appeal to people who are new to the field of marketing or eager to update and enhance their existing skills.

This certificate will be of value to:

  • Individuals contemplating a career change or new to the marketing field
  • Marketing or public relations professionals who want to expand their knowledge and skills
  • Professionals who are involved in marketing initiatives as part of their role
  • Self-employed individuals who market their own products and services

It is recommended that students take BMC 167 Marketing Principles before taking any optional Marketing courses.


Courses are delivered in classroom, online, and in blended formats allowing you to complete your program at a pace that fits your needs and schedule.

Whatever the delivery format of your course, you should plan on studying and working approximately six hours per week per course.

Online learning is a learning option that caters to busy schedules by taking the learning experience out of the traditional classroom. It is learning that relies on the Internet for access to learning materials as well as interaction with instructors and fellow learners.

In most online courses, you will work within scheduled start- and end-dates, and assignment timelines. Readings, assignments and contributions will be required on a weekly basis. Graded assignments, participation marks, and sometimes exams contribute to your final letter-grade mark.

It is strongly recommended that you log into the University's online learning software three to four times per week to keep pace with the class. In most cases, the times you choose to work will be entirely up to you. Some online courses may require you to meet online with your class at specific times. Some courses are offered in a blended format that combines classroom and online components.

Before taking your first online course, you are required to take BMC 352 Learning Online. If you have already completed fully online courses in the past, you may apply for a prerequisite waiver for BMC 352 Learning Online. To apply, complete the online application form.

It is recommended that students take BMC 167 Marketing Principles prior to enrolling in optional Marketing courses.


All Continuing Education Certificates have been developed with part-time learners in mind. The Marketing Certificate is a 300-hour program. You are required to take three core courses comprising 100 instructional hours. You must also complete an additional 200 instructional hours from the list of optional courses. In the optional course category, students may take up to 90 hours of selected courses in graphic design and web applications and/or choose from options in the Professional Management Certificate.

In general, most students complete the program in two to three years. Given that most students have other significant time commitments, we recommend taking no more than two courses at one time. Students who are keen to fast-track their program are encouraged to contact a student advisor to discuss their specific situation and options that may be available to them.


Plan your certificate...


You can take courses first and enrol in the certificate later; however, as programs are subject to change, we recommend you apply for admission to the certificate program as early as possible. Once you are admitted, you can be confident that you have locked in the requirements leading to your graduation.

You must be a minimum of 18 years of age to be admitted to the program. Successful completion of a Grade 12 diploma and relevant work experience are recommended. If English is not your first language, please review the English language proficiency requirements.

A degree or diploma is not required to enrol in this program.

Apply for Certificate Admission

Prior Learning Assessment

Advanced Standing* may be granted for equivalent, graded courses completed at other post-secondary institutions. Credit may be granted for up to a maximum of 100 hours towards this certificate.

To apply for advanced standing:

  1. Submit an Application for Advanced Standing, specifying the course for which you are requesting exemption, and the equivalent course credits you have obtained.
  2. Include a non-refundable administration fee of $100 for the course credit you request (payable online by credit card).
  3. Include a course outline and description of the equivalent course that you are submitting for advanced standing.
  4. Include a proof of attendance and final grade of the equivalent course from the educational institution you attended.

Transferring credit from other Continuing Education certificates

If you have completed requirements for another University of Calgary Continuing Education certificate, you may be able to transfer* some credits between programs. For details, please review the Transferability section in the certificate programs that you have completed. To transfer credits, please contact a student advisor.

Pre-Approved Seminar Credit (Maximum 30 hours)

Students may receive a maximum of 30 hours credit from pre-approved U of C Continuing Education Business Seminars and part-time English as a Second Language (ESL) classes taken in the last five years. Credit equals approximately 2/3 instruction hours to a maximum of 30 hours, i.e. a 15-hour course or seminar will give you 10 hours credit.

Please note that you must apply for advanced standing for seminars and ESL courses that you have completed with U of C Continuing Education as not all of them apply. To find out if you are eligible for advanced standing credit, please contact a student advisor.

* Note: The combined total of Transferability and Advanced Standing credits cannot exceed 150 hours for this certificate.


On completion of this certificate, up to 150 hours of equivalent courses may be transferred toward certificates in Professional Management, Human Resource Management, Public Relations Management, or Security Management. The number of hours will vary based on certificate requirements and courses.

If a student is able to satisfy admission requirements to the U of C Faculty of Arts, Faculty of Science or Faculty of Kinesiology, this program plus 100 hours of additional specified courses can be applied to a Minor in Workplace Learning for the equivalent of one year towards an undergraduate degree.


Awards are given to deserving students not only for their academic achievement, but also for community involvement. Award sponsors include both corporate and private donors.

To apply, you must meet eligibility criteria and submission deadlines. Students in this program may be eligible for:


To graduate, a student must satisfy all certificate requirements including:

  • Successful completion of the core, optional and elective program requirements.
  • Attain a minimum of a C in all courses used to meet program requirements.
  • Attain minimum instruction hours to meet program requirements.

NOTE: If a student attains a grade of C-, D+ or D in one course only, a program director has the discretionary authority to approve a student for graduation. Approval is usually granted for exceptional circumstances and it is the student's responsibility to contact the program director to request approval.

It is the student's responsibility to ensure all requirements for graduation are fulfilled, and to apply to graduate. Student advisors are available to meet with students to review status and determine outstanding certificate requirements.

Apply for Certificate Graduation

Contact Information

Questions can be directed to advisors in person, by phone or email.

Room 229, University of Calgary Downtown Campus

Phone: 403-220-2988
Email: business.conted@ucalgary.ca

  Core Courses 
Minimum Required:  100  Hours |  Maximum Allowed:  100  Hours
    BMC 205   Business Management 40.0 hours
    BMC 167   Marketing Principles 40.0 hours
    BMC 313   Metrics and Measurement 20.0 hours
  Optional Marketing Courses 
Minimum Required:  110  Hours |  Maximum Allowed:  280  Hours
    BMC 319   A Practitioner's Guide to Digital Marketing 20.0 hours
    BMC 292   Corporate Event Planning 20.0 hours
    BMC 185   Customer Service Excellence 15.0 hours
    BMC 293   Integrated Marketing and Communications 20.0 hours
    BMC 311   Internet Marketing 15.0 hours
    BMC 352   Learning Online 10.0 hours
    BMC 125   Marketing: Business to Business 30.0 hours
    BMC 315   Marketing: Business to Consumer 30.0 hours
    BMC 312   Social Media Essentials 15.0 hours
    BMC 314   Social Media Strategies 15.0 hours
    BMC 294   Strategic Selling 20.0 hours
    WRI 230   Strategic Writing for Public Relations and Marketing 30.0 hours
  Optional Management Courses 
Minimum Required:  0  Hours |  Maximum Allowed:  90  Hours
    BMC 162   Accounting Fundamentals 40.0 hours
    ICT 437   Adobe Illustrator 30.0 hours
    ICT 578   Adobe InDesign 30.0 hours
    ICT 436   Adobe Photoshop 30.0 hours
    BMC 220   Avoiding Construction Disputes 20.0 hours
    BMC 146   Brains, Beliefs and Behaviours in Business 15.0 hours
    BMC 316   Business Communication for Internationally Trained Professionals 40.0 hours
    BMC 103   Business Finance 40.0 hours
    BMC 117   Business Law 40.0 hours
    BMC 289   Business Plan Development 40.0 hours
    BMC 160   Business Strategy 40.0 hours
    BMC 155   Career Strategies 30.0 hours
    BMC 324   Change Management 20.0 hours
    BMC 106   Coaching: Inspiring Excellence in Others 15.0 hours
    BMC 241   Communicate to Influence and Persuade 20.0 hours
    BMC 273   Communicating Interculturally 20.0 hours
    BMC 214   Communication Strategies for Leading Groups 20.0 hours
    BMC 145   Communities of Practice in the Workplace 20.0 hours
    BMC 180   Community Relations 20.0 hours
    BMC 198   Compensation: Design and Practice 30.0 hours
    BMC 328   Conducting Effective Interviews 20.0 hours
    BMC 212   Conflict Management 20.0 hours
    BMC 102   Construction Contract Law and Documents 40.0 hours
    BMC 110   Construction Costing 40.0 hours
    BMC 243   Control Systems In Construction Projects 40.0 hours
    BMC 279   Corporate Social Responsibility 20.0 hours
    BMC 207   Creating Extraordinary Organizations: HR's Role 20.0 hours
    BMC 269   Creativity Tools for the Workplace 15.0 hours
    BMC 209   Crime in the Workplace 20.0 hours
    BMC 332   Cybercrime Prevention 30.0 hours
    ADL 129   Designing Learning 40.0 hours
    BMC 309   Disability Management: An Integrative Approach 30.0 hours
    BMC 171   Economics for Business 40.0 hours
    BMC 200   Emergency Planning for Industry 20.0 hours
    BMC 115   Emotional Intelligence: The Leader's Advantage 15.0 hours
    BMC 230   Employee Benefits 30.0 hours
    BMC 242   Employee Communications 20.0 hours
    BMC 175   Employee Relations: Building a Positive Workplace 20.0 hours
    BMC 192   Employee Relations: Policy Design and Documentation 20.0 hours
    BMC 169   Environmental Stewardship and Sustainability 30.0 hours
    BMC 199   Ergonomics 30.0 hours
    ADL 213   Ethics for Professional Practice 30.0 hours
    BMC 137   Fraud Prevention, Detection and Investigation 20.0 hours
    BMC 138   Global Warming and Climate Change 15.0 hours
    BMC 223   Government Relations 30.0 hours
    BMC 286   HR Perspectives on Work-Life Balance 30.0 hours
    ICT 580   HTML5 and CSS3 30.0 hours
    ICT 581   HTML5 and CSS3 with jQuery 30.0 hours
    BMC 194   Harassment Investigations 20.0 hours
    BMC 104   Health and Safety Management Systems: The Basics 30.0 hours
    BMC 172   Human Behaviour in Organizations 40.0 hours
    BMC 165   Human Resource Management 40.0 hours
    BMC 208   Human Resources Information Management 15.0 hours
    BMC 126   Information Security Basics 30.0 hours
    BMC 177   International Human Resource Management 20.0 hours
    BMC 303   Introduction to Organization Development 40.0 hours
    BMC 109   Issues Management and Risk/Crisis Communications 30.0 hours
    BMC 156   Labour Relations 30.0 hours
    BMC 174   Leadership Fundamentals 40.0 hours
    BMC 290   Leadership in Project Management 40.0 hours
    BMC 206   Management Communications: Interpersonal Skills 40.0 hours
    BMC 188   Managing Investigations 30.0 hours
    BMC 132   Media Relations 20.0 hours
    BMC 288   Mediating Workplace Disputes 20.0 hours
    BMC 163   Mental Mastery 30.0 hours
    ADL 114   Moving Workplace Learning Online 30.0 hours
    BMC 197   Occupational Hygiene: The Basics 40.0 hours
    BMC 298   Oil Sands: Overview, Environmental Impacts, and Regulations 30.0 hours
    BMC 176   Performance Improvement Through Appraisal 20.0 hours
    BMC 166   Performance Management and Training 40.0 hours
    BMC 150   Performance Measures for Organizations 20.0 hours
    BMC 127   Personnel Security 20.0 hours
    BMC 250   Physical Security Planning 40.0 hours
    WRI 130   Professional Writing Basics 40.0 hours
    BMC 299   Project Management: Level I 40.0 hours
    BMC 266   Project Management: Level II 40.0 hours
    BMC 119   Public Relations 40.0 hours
    BMC 178   Recruitment and Selection 30.0 hours
    BMC 326   Risk Assessment and Treatment 40.0 hours
    BMC 182   Risk Financing 40.0 hours
    BMC 327   Risk Management Principles and Practices 40.0 hours
    BMC 159   Security Administration 40.0 hours
    BMC 236   Security Law 40.0 hours
    BMC 184   Spiritual Intelligence: Changing How We Work 15.0 hours
    BMC 161   Strategic Planning 40.0 hours
    BMC 318   Strategic Planning for Public Relations 30.0 hours
    BMC 287   Succession Planning for the 21st Century Workforce 20.0 hours
    BMC 134   Tools for Training 20.0 hours
    BMC 251   Violence in the Workplace 15.0 hours

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