Learn more about the academic programs we are delivering in Winter 2025. If you have any questions about part-time studies, please contact us.
The Marketing certificate program builds on the topics covered in the Business Studies six-course certificate and includes six additional courses (12 courses total) to further emphasize the core knowledge and skills necessary for any industry or business, domestic or international, with a specialized focus on fundamental marketing skills. Introductory courses will provide students with an overview of the Canadian business environment, including generally accepted accounting principles, fundamentals of math for business and finance, marketing approaches and concepts used by and appropriate for profit and non-profit organizations, and new technologies and strategies to further develop proficiency in computer applications for business. In addition, specialized focus will be placed on teaching students in-depth skills required in the marketing profession. Emphasis is placed on fundamental marketing approaches and concepts appropriate for profit and non-profit organizations, including effective selling, consumer behaviour, e-marketing and market research.
This certificate prepares students with job-ready essential employability skills required to work in a wide range of entry-level positions within marketing teams in financial, sales and service industries, and it provides a pathway for students interested in building upon these skills through pursuing the Business Marketing diploma program.
Students interested in the Marketing certificate should contact lisa.ballantyne@senecapolytechnic.ca to confirm program requirements.
Students are invited to attend an information session.
Part-time Studies courses are being offered in either of the following four formats: Online, Flexible, In-person, Hybrid. Click Availability below to see current offerings.
Placement via English Assessment, or successful completion of ESL934.
COM101 replaces EAC 150.
Students who have successfully completed EAC 150 are not required to complete COM101.
This course introduces students to the core concepts of communication. Students will cultivate an awareness of these concepts by analyzing how they are used in a variety of texts and contexts, and they will apply these concepts strategically in their own writing. Through a variety of writing tasks centred on these core concepts of communication, students will develop the transferrable reading and writing skills essential for success in their postsecondary studies, workplaces, and communities.
Placement via English Assessment
This course introduces students to the core concepts of communication. Students will cultivate an awareness of these concepts by analyzing how they are used in a variety of texts and contexts, and they will apply these concepts strategically in their own writing. Through a variety of writing tasks centred on these core concepts of communication, students will develop the transferrable reading and writing skills essential for success in their postsecondary studies, workplaces, and communities.
This course is designed to provide students with an introduction to the Canadian business environment, business issues and functions, and the major forces at work in the global economy. It provides students with a perspective of business firms as integrated organizations composed of a number of specialized functions.
Marketing is an approach to business that puts the customer at the centre of its activities and focuses on satisfying customer needs and wants. While marketing is used by both profit and not-for-profit organizations to meet the demands of the market place, this course introduces students to the fundamental marketing concepts used by profit oriented business organizations.
No required prerequisite, but students should have Grade 12 English and Mathematics or equivalent
This course introduces the student to how accounting information is used by, and meets the needs of both internal and external users through effective and efficient communication as well as what accounting information is required by a business concern to reflect clearly the operating results of the enterprise over its operating life. Throughout the course, students will be introduced to generally accepted accounting principles, the interpretation and preparation of financial statements and how this information is recorded in the various business records.
A fundamental working knowledge of Windows Operating Systems and Excel Software.
Building on the skills they have previously acquired in Excel and Windows operating systems, students will further develop their proficiency in these areas and add Access to their skill set. Throughout the course, they will apply these software skills to solve business problems.
No required prerequisite but students should have Grade 12 English and Mathematics.
This course provides students with the fundamentals of mathematics of business and finance. Following the introduction of concepts of per cent and per cent change, simple and compound interest rates will be discussed. Compound interest rates will be applied to the study of annuities. Students will also learn important models of business mathematics, such as currency conversion, trade discounts, markups and markdowns, break-even and cost-volume-profit analysis.
Please note: For students taking the self-directed OntarioLearn sections, the eTextbook is included in the price of the course.
A career in selling can focus on either industrial or retail sales. This course deals primarily with industrial selling using ethical and logical techniques that many successful salespeople use in their careers.
MRK106 - Introductory Marketing I
This course continues from MARKETING I (MRK106) and relates marketing theory and concepts to the creation of effective marketing strategies and strategic marketing management. This course furthers the study of marketing planning, buyer behaviour and physical distribution. Students will also learn to identify marketing problems and to improve business performance through the application of marketing principles and practices. Using financial metrics, students will evaluate the attractiveness of marketing opportunities and the impact of marketing decision-making in a computer simulated environment.
This one semester course introduces economic principles relating to Canada's mixed market economy and uses these principles to examine current economic issues including the nature of markets, employment, the level of economic activity, the structure of industry, international trade, and the appropriate role of government in the Canadian economy.
With businesses thriving on good customer relationships, effective business communication is the cornerstone of company success. This course will help you learn the principles, practices, and tools for communicating effectively in the workplace using cases and/or projects.
From learning about audience, context, formats, tone, and media to applying your skills in writing correspondence, reports, and presentations, this course will guide you in developing professional interpersonal, collaborative, and web-based knowledge and practices.
Notes:
Integrated Marketing Communications (IMC) involves coordinating the various marketing communication activities to develop a unified communication plan to maximize the impact on the intended target audience. Students study various components of IMC (advertising, public relations, direct response, etc.) within the context of the Canadian communications environment. Students apply what they have learned through the preparation of an Integrated Marketing Communication Plan.
Students are introduced to e-marketing through on-line activities and web-based projects. The focus is on research and analysis of Internet business and marketing strategies. Students analyze and prepare e-marketing plans, proposal presentations and development of business website prototypes.
This course introduces a variety of web-based and digital marketing approaches. Students will examine the new and fast-changing opportunities for marketers resulting from the changing use of digital media, including search engine strategies, websites, social media, and mobile communication. The course provides students with the opportunity to observe, evaluate and recommend online marketing strategies with an emphasis on measurement of online marketing activity.
The emphasis of this course is on marketing research as an integral part of management decision making. Through applied research in a field situation, students gain an understanding of the required steps in designing a research study to yield relevant, timely; applicable, and accurate information. Students also gain experience in applying research concepts and methods to current management problems. The course will be user oriented. Students learn to determine the marketing information needs of management, to obtain and to communicate that information.
Behavioural science concepts, as the basis of effective marketing strategies, are examined in detail. Topics include perception and learning theory, forming and changing attitudes, the buying behaviour of various groups, the role of personal influence on buying behaviour, social and cultural impacts on the buying behaviour, a model of buying behaviour, up-to-date analysis of the effects of consumerism and consumer law on marketing strategies.
It is recommended that students complete MRK317 prior to enrolling in this course.
In this course students will build on and expand their knowledge in the areas of: sales promotion, public relations, direct marketing, internet and interactive media. The course will focus on showing students how to utilize these tactics to capture the attention of the intended target market and communicate the planned message to generate a reaction.
The effective development and management of marketing channels is a critical factor in gaining and maintaining competitive success. Through lectures, case studies and projects, students learn to design and manage effective distribution channels. The focus is on current practices outsourcing, retailing, electronic retailing, wholesaling, and logistics. Students learn how to develop effective marketing programs for retailers and wholesalers as well as how to manage conflict and power in channel relationships.
This course is intended to develop your understanding of customer service and the skills associated with understanding the needs of customers, meeting those needs and fostering an environment that encourage customers to return. It will be of interest to anyone who works with customers, either internal or external, on a daily basis.
This course looks at advanced strategies for selling environments based on selling "value" instead of "price". Price discounting happens when the customer no longer sees the unique value of a product. As a result, the customer will end up price shopping between a range of products they believe deliver a relatively similar end result. The primary objective of this course is to help the sales person identify the value of their product or service; to recognize the critical elements of the customer "buying cycle"; and to develop a strategy to link the value of that buying cycle.
The primary focus of this course is to introduce students to the international marketing concept and internationalism. Many companies come to the point where, having established the domestic market, to continue growing and building profits they find it necessary to move into international markets, but it must be based on clearly thought out quantified marketing justification. This course introduces the student to those aspects of basic marketing that are applicable to the international environment including reference to the controllable and uncontrollable elements. These elements relate to product, promotion, physical distribution, pricing, as well as to organization and staffing, import and export barriers, legal systems and jurisdictions, cultures, societies and political structures, financial requirements, risks and human resources.
Note: Students might take MRK460 Global Marketing
Earn college credits for what you already know.
Prior Learning Assessment is a method of assessing and recognizing learning that is equal to
college level learning, but has been gained outside a traditional classroom (through work
experience, volunteering, outside study, etc.). If you can prove that the knowledge you have gained
meets the outcomes of a Seneca course, then credit will be awarded.
How does the PLA process work?
Prior Learning is demonstrated through a "challenge" process. The process measures learning
through a variety of methods which may include tests, portfolio assessment, interviews,
demonstrations, essays, and work samples. The method used will be determined in consultation with a
Program Coordinator.
For more information and to determine if you are eligible for PLA, please call the Program
Coordinator.
The process may take from 6 to 8 weeks.
Note: Not all courses can be challenged. For more information go to PLA website or contact your Program Coordinator.
Many students who enter Seneca Polytechnic will have earned academic credits in postsecondary educational institutions which they may be able to apply toward completion of a Seneca Polytechnic program.
Requests for Transfer Credit must be for a specific course and must be accompanied by an official transcript and course outline. A minimum grade of "C" (60 percent) is generally required for a course to be considered for Transfer Credit.
Download a Transfer Credit Request form. An official copy of your transcript and applicable detailed course outlines should be attached and submitted. Please note it may take 4 to 6 weeks for a Transfer Credit decision.
Please visit the Office of the Registrar.
When you meet all program requirements and become eligible for a certificate, diploma, or degree, you must inform the Registrar by completing a Graduation Application form and paying the graduation and alumni fee. Certificates, diplomas, and applied degrees are issued twice a year in the Fall (October), Spring (June) and Winter (February).
For further information including deadlines and fees, please visit the Convocation website or contact the Convocation Office at theservicehub@senecapolytechnic.ca.
A student will be eligible to graduate from a certificate, diploma, advanced diploma or graduate certificate program if they have achieved a minimum graduating GPA of 2.0.
A student will be eligible to graduate from a degree program if they have achieved a minimum graduating GPA of 2.5, which includes a minimum GPA of 2.5 in the courses in their main field of study and a minimum GPA of 2.0 in breadth courses.
Sharron Hyman
As an instructor at Seneca Part-time Studies and life skills coach/trainer, Sharron Hyman is a multi-faceted entrepreneur who delivers a wide-array of informative workshops and courses.
Through her life skills coaching experience, Sharron's practical, genuine approach to teaching encourages her students to be actively involved in their lives rather than passive observers of their own thoughts and actions.
For over 20 years, Sharron has owned and operated four retail stores, a fine-dining restaurant, as well as managed and redeveloped shopping centres.
Rick Andrew
With extensive experience in the marketing, human resources, and sales industries, Rick Andrew has held various positions throughout his career, including national sales manager, group brand manager, and managing director.
For the past 18 years, he has owned & operated Andrew & Co -- a marketing and sales services company -- with past and present clients that include Lazzaroni Biscuits, Walkers Shortbread, Guylian Chocolates, Tartine Tarts, and Advertising Standards Canada.
As a part-time academic for over 30 years, Rick teaches marketing, psychology, consumer behaviour, presentation techniques, career development, and selling skills at Ryerson University, Toronto Film School, and Seneca Polytechnic.
Belinda Becker
Program Assistant
belinda.becker@senecapolytechnic.ca
Lisa Ballantyne
Academic Program Manager
lisa.ballantyne@senecapolytechnic.ca
437-312-0065
For more information about this program, fill out the following form.
Students are invited to attend an information session.