Program Overview
The Strategic Relationship Marketing graduate certificate program gives you the knowledge and skills that employers value in the marketing industry, with a focus on customer relationship marketing (CRM) and customer experience (CX) strategies and techniques. Graduates can pursue exciting careers in customer-centric sectors such as telecommunications and media, not-for-profit, retail, financial services, digital agencies, and advertising.
The Strategic Relationship Marketing program addresses the growing need within today’s marketing industry for a new skill set – one that puts the customer first. Since modern marketing success depends on attracting and retaining new customers at all stages of their journey, this skill set is essential.
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 an actual business situation.
Here are some skills you’ll be able to show off after completion of the Strategic Relationship Marketing program:
- Applying industry-standard marketing analytics and CRM platforms and technologies to marketing processes
- Creating a personalized and scalable CRM marketing plan
- Increasing customer retention, satisfaction, and profitability through strategic communication planning
Program Learning Outcomes
The graduate has reliably demonstrated the ability to:
- Create a professional marketing plan using standard marketing planning processes and tools.
- Develop a comprehensive Customer Relationship Management (CRM) marketing plan that uses a client’s current database strategy that is personalized and scalable.
- Apply strategic communication planning processes and tools to generate leads and improve customer retention, satisfaction and profitability.
- Evaluate data extracted from a variety of marketing technology platforms to support problem-solving and decision-making processes in marketing.
- Apply Customer Relationship Management (CRM) and Customer Experience (CX) best practices, strategies, tactics, and techniques to strengthen customer relationships for both business-to-business (B2B) and business-to-consumer (B2C) markets.
- Design customer experience journey mapping to identify areas to improve customer experiences and automate personalized digital marketing.
- Apply industry standard marketing analytics and CRM platforms to sales and marketing processes.
- Gather and analyze primary and secondary marketing research in order to support sound marketing decisions that improve customer experiences.
- Communicate complex marketing material verbally, in writing, and digitally for a variety of audiences and purposes.
- Model professional standards to provide reliable and actionable analysis while respecting Canadian regulation and practice related to data privacy and security.
Your Field Education Options
WORK EXPERIENCE (CO-OP OR INTERNSHIP WORK TERM)
- This program requires the successful completion of a one-semester work experience to graduate. This work experience is either co-op (paid) or internship (unpaid). Either one will give you the practical experience employers value. The work term occurs after the end of the second academic semester.
- George Brown works with employers and industry partners to identify potential work experience opportunities. Students then apply for these opportunities and go through a competitive interview process. Students are also strongly encouraged to pursue self-directed industry work experience opportunities they believe would provide the learning experiences they value and meet the learning outcomes of the program. This valuable work experience can in turn be added to your resume.
Canada,Ontario 
