100.00 Hours Required

Marketing skills are complementary to numerous fields. Marketing focuses on influencing consumers to purchase products or services. There are several variables that make up the right combination of factors that can be leveraged to drive consumer behaviour, whether your organization sells products or services, or is large or small. Communicating and sustaining a competitive advantage is what makes a company successful.

The Marketing Fundamentals Certificate will provide you with the knowledge to communicate effectively to your target audience by examining and mapping their purchasing behaviour and decision-making process. You will gain the following capabilities:

  • Identify and gain insights about the marketplace and ways to communicate your unique selling proposition
  • Develop a target market and positioning strategy
  • Evaluate and learn about digital and traditional marketing channels, how to use them and who they best serve
  • Gain knowledge about the marketing process, marketing strategies, and tactics related to the marketing mix (sometimes called the 4 P's, or 7 P's of marketing)

This certificate can serve as a standalone program of study or as an entryway to the Digital Marketing Certificate. It is recommended that students without education or work experience in the field of marketing take this program first.

View course timetable

This program is perfect if you...

  • Aspire to work in marketing or are new to the profession
  • Find yourself dabbling in sales and promotion but lack a marketing background
  • Would like to demonstrate your marketing credentials on your resume

What will I get?

Students who complete this program will receive a Professional Certificate.

Program details


Courses in this program are delivered online. Courses are scheduled at convenient times, allowing you to complete the program at a pace that fits your life.

You should plan on studying and working approximately 6 hours per week per course.

Online learning fits into busy schedules by taking the learning experience out of the traditional classroom. Students have online access to instructors, fellow learners, and learning materials.

Before taking your first online course, we recommended taking our free course: Digital Skills for Learning Online

5 Courses, 100 Hours

All Continuing Education programs are developed with part-time learners in mind. The Marketing Fundamentals Certificate is a 100-hour program.

The length of time it takes to complete this program varies by student. If you take one or two courses per term, you will likely complete the program in one year. You will complete the program faster if you take more courses per term.

View course timetable


The approximate cost to complete the Marketing Fundamentals Certificate is $2,750.

This includes the $105 admission fee.

You do not require a degree or diploma to apply for admission to this program. You can take individual courses to start, and apply later.

For students who are new to marketing, it is recommended to complete BMC 385 Marketing Mix first. Once BMC 385 has been completed, you can take the remaining courses in any order of preference.

The admission fee is $105.

To apply, you must meet the following requirements:

Programs change from time to time, so we recommend that you apply for admission as early as possible. Once admitted, your requirements to complete the program will not change – even if the program changes. You can be confident that completed and eligible courses will apply to your program.

Apply for Admission

Prior learning from other post-secondary institutions

Advanced standing may be granted for equivalent, graded courses completed at other post-secondary institutions. Credit may be granted up to a maximum of 40 hours towards this program.

Apply for Advanced Standing

Transferring credit from other Continuing Education programs

If you have completed requirements for another University of Calgary Continuing Education program, you may be able to transfer some credits to this program. For details, please review the "Credit towards other programs" information in the programs you have completed. To transfer credits, please contact a student advisor.

Maximum advanced standing and transferred credit

The combined total of advanced standing and transferred credits cannot exceed 40 hours for this program.

Each year, scholarships and 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 the following awards:

It is the student's responsibility to ensure all requirements for graduation are fulfilled.

See Graduation for details.

International students who wish to live and work in Canada can take this certificate in the one-year International Professional Program in Digital Media and Marketing.

Questions? Please contact us...

Canadian Marketing Association University of Calgary Continuing Education is a member of the Canadian Marketing Association.

Additional Details

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