Delivery Options: ONLINECourse Schedule / Fees
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.
This certificate program will provide you with the knowledge to communicate to effectively influence 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 of the marketing process, marketing strategies and tactics related to the marketing mix (sometimes called the 4 Ps, or 7 Ps 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 prior to enrolling in the Digital Marketing Certificate.
This certificate 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
Courses are delivered online, allowing you to complete your program at a pace that fits your needs and schedule.
You should plan on studying and working approximately six hours per week per course.
Online learning 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.
All Continuing Education Certificates have been developed with part-time learners in mind. The Marketing Fundamentals Certificate is a 100-hour program delivered entirely online through Desire2Learn (D2L). You are required to take five core courses comprising 100 instructional hours.
The length of time it takes to complete this program varies by student. If you have other significant time commitments and take only one or two courses per term, you will likely complete the program in two to three years. If you are planning on taking multiple courses per term, you will complete the program in less than a year.
A degree or diploma is not required to enrol in this program.
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.
You must be a minimum of 18 years of age to be admitted. 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.
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. The certificate admission fee is $105. Once you are admitted, you can be confident that you have locked in the requirements leading to your graduation.
Depending on selected options and required prerequisites, the approximate cost to complete this certificate is $2,625.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 certificate.
To apply for advanced standing, click here.
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.
The combined total of Transferability and Advanced Standing credits cannot exceed 40 hours for this certificate.
On completion of this certificate, you may choose to apply for admission to the Digital Marketing Certificate.
If you wish to pursue another certificate program please complete the Application for Admission for your next certificate, and contact us requesting transfer of the equivalent course credits, or contact a student advisor for assistance at 403-220-2866. You must request the transfer of the equivalent courses credits to apply to your next certificate — this will not happen without your request.
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:
It is the student's responsibility to ensure all requirements for graduation are fulfilled, and to apply to graduate.
View our Graduation page for details.