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Designed for adult learners, CMA online courses offer marketers an interactive learning
environment with relevant case study examples, video instruction and integrated discussion boards. Courses are quite rigorous, including multiple assignments, participation and final assessments. Upon successful completion of CMA online courses students will be awarded a certificate. Online courses are typically offered three times a year.

  Course Fall 2016 Winter 2017 Spring 2017
         
 

Digital Marketing

September 12

January 16

April 24

 

Digital Marketing Strategy

September 19

January 23

May 1

 

Direct Response Marketing

September 12

January 23

May 1

 

Integrated Branding

September 19

January 30

May 1

 

Marketing Math

October 3

February 13

May 8

 

Testimonials

"The course material and supplementary readings have been very useful not only as learning material but as idea generators for me and others in my organization."
- Jane Bargout, Integrated Branding

"I never knew an online course could be so hands-on. Creating digital ads, writing a blog and seeing how a SEM bid process on keywords actually looks are just a few examples of how this course has provided value to my career."
- Zeeshan Ali, Digital Marketing

"I am confident that I can put together a cohesive and structured digital marketing campaign, with the tools that I've been given. There was a lot of great up-to-date course content. Taking the on-line course helped to make it fit into my hectic schedule."
- Matt Wade, Digital Marketing

"I found the content very practical and helpful. I can start using the things I learned right away."
Jennifer Davey, Marketing Math  

"This course was an excellent combination of theory and real-world marketing examples. I just completed my undergraduate degree in business and I was not exposed to this level of detail in direct marketing. Great job on delivery..."
- Adam Kostanowicz, Direct Marketing

Certified Marketing Specialist™ Designation

The Canadian Marketing Association has established an industry designation for marketing professionals - Certified Marketing Specialist™.  To be awarded this designation, marketers need to successfully complete a total of four CMA Marketing Certificate courses and one compulsory Marketing Math course and exam.

FAQ

Q: How many courses do I have to take to get the designation?
A: Students must successfully complete four Marketing Certificate courses (ranging from 9-11 weeks) and one compulsory Marketing Math course & exam in order to be awarded the Certified Marketing Specialist™ Designation.

Q: What is the suggested time frame to complete the designation?
A: As our courses require a significant amount of work, we generally recommend that students only take one certificate course at a time. Students can complete all designation requirements in approximately 19-24 months.

Q: Is there a time limit for completing the requirements?
A: Not at this time however CMA reserves the right to implement one in the future.

Q: How much does it cost to get the designation?
A: There is no additional cost to receive the designation. Each course is priced individually, these prices can be found on the specific course pages.

For more information, please contact designation@the-cma.org or 416-645-3279.

Digital Marketing Online Course

Familiarize yourself with the digital marketing landscape and build your capacity to make better business decisions.

Overview

This introductory Digital Marketing Online Certificate course is an 11-week course designed for marketing professionals, entrepreneurs and business leaders to familiarize themselves with the digital marketing landscape and build their capacity to make better business decisions.

The way we communicate is shifting — in order to remain relevant, introduce new customers to your brand and develop lasting relationships with your existing customers you must be active where your ideal audience is expecting you to be.

This course focuses on the pillars of modern marketing and digital communications and will provide you with the skills to navigate the changing marketing landscape. CMA is proud to bring you this innovative course so you can continue to build your confidence, knowledge and capacity as a marketing professional.

Course Objectives

Course Objectives

At the end of participating in this course, you should be able to:

  • Intelligently use e-mail marketing to grow your audience, while remaining CASL compliant
  • Design a lead generation funnel, using digital advertising, landing pages and micro sites
  • Build business by using best practices for social media platforms like Twitter, Facebook, YouTube, LinkedIn and Instagram
  • Monitor and manage your online reputation
  • Consistently develop compelling content for your customers
  • Measure the impact of your digital marketing efforts and adjust your strategy accordingly


Features

  • Interaction with a digital marketing expert
  • Latest technologies
  • Recorded videos with synchronized PowerPoint presentations
  • Integrated discussion boards
  • Technical Support


Benefits

  • Anywhere and anytime access
  • Flexible to suit your schedule
  • No travel time
  • Interactive learning experience
  • Certificate in Digital Marketing awarded upon successful completion of all course requirements

Requirements

System Requirements

Suggested web browsers include: Google Chrome, Mozilla Firefox and Safari (allow pop-ups from CMA course page).  Adobe flash player is also required.  Please note, Internet Explorer is not recommended.

Course Requirements

CMA’s certificate program courses are designed to build on the skills and knowledge of marketing practitioners. Individuals must have at least one year of experience in a marketing-related role to take this course. The instructor will assume that students have a foundational understanding of the principles of marketing. All coursework must be completed in the required timeframe.  Coursework includes 6 individual assignments, discussion questions and a final assignment. Students must achieve a final overall mark of 60% in order to qualify for a certificate pass.

Workload

This course is demanding, but very rewarding. Each session is comprised of a video-based multimedia presentation and a discussion question or assignment. On average we recommend that you will need at least 2-4 hours each week to view the session and complete coursework.  You will be required to complete 6 individual assignments. Students will be given one week to complete the final assignment. 

If you have any questions regarding the course requirements, please contact education@thecma.ca.

Outline

CMA’s introductory Digital Marketing Online Certificate course consists of instructor recorded videos, synchronized PowerPoint presentations and discussion boards. Throughout the 11-week course students will be required to complete and submit a discussion post or assignment each week. This course also includes four live interactive webinars, during which students have the opportunity to engage with fellow students and to ask direct questions to the instructor.

The following is a general outline of the course content.

Session 1: Website

  • Current design trends
  • Your website as the digital marketing hub
  • B2B and B2C website case study
  • 5 Point Website Design and Function Checklist

 

Session 2: SEO Fundamentals

  • SEO – what works and what doesn’t
  • Overview of On-Page optimization
  • Overview of Off-Page optimization and how to get backlinks
  • How to perform simple keyword research

 

Session 3: Digital Advertising

  • Overview of Digital Advertising options
  • Four key pieces of any online adverting platform
  • Overview of the Google, Facebook and LinkedIn Advertising platform

 

Session 4: Digital Sales Funnel

  • Overview of Landing pages and what they are best used for
  • What is a microsite, and how to use one for your organization
  • How to design a Digital Sales Funnel

 

Session 5: E-mail Marketing

  • Overview of e-mail marketing and it’s benefits
  • Software provider options
  • Best practices for e-mail marketing
  • Brief overview of CASL and privacy concerns

 

Session 6: Analytics & CRO

  • Defining Key Performance Indicators – how to develop your own
  • Walkthrough of Google Analytics and Clicky – free analytics providers
  • Overview of Conversion Rate Optimization

 

Session 7: Content Marketing Toolbox

  • What is Content Marketing, and why does it matter
  • Content marketing options and channels
  • Developing content ideas for your organization
  • How to build an editorial calendar

 

Session 8: Facebook, Twitter & Linked In

  • Facebook – overview and best business practices 
  • Using Twitter as a tool for business and relationship development 
  • Overview of LinkedIn and it can help grow your business

 

Session 9: YouTube & Instagram

  • Understanding the Visual Web – what it is and how it impacts your business
  • How to use Instagram to build your brand
  • YouTube – overview and best practices

 

Session 10: Brand Reputation

  • Importance of your online reputation and how it can impact your business
  • How to monitor your online reputation – a DIY guide
  • Software solutions for online brand monitoring and management
  • How to deal with negative reviews and comments

 

Session 11: Mobile Marketing

  • Overview of mobile marketing and how it impacts marketing and communications
  • Devices and technology trends
  • Should you worry about building an app for your business
  • Planning for the future developments in mobile technology

 

Final Assignment

Instructors

Ernest Barbaric
Digital Marketing Strategist

Ernest is a trusted authority on digital marketing and social media. His work has been featured in Forbes, Mashable, The Financial Post, The Globe and Mail, Alberta Venture and Social Media Today, amongst others. His blog attracts over 10,000 readers and is often referenced by digital marketing professionals, while his podcast on meaningful work is rapidly growing an international audience on Stitcher and iTunes.

Ernest works with leaders, entrepreneurs and marketers, helping them improve marketing performance, engage customers and demonstrate thought leadership.

In 2010, Ernest founded a Social Media for Business certificate program at Mount Royal University, where he teaches courses on Digital Marketing Strategy, and Reputation Management. In 2014, Ernest developed an online Digital Marketing Certificate program for the Canadian Marketing Association.

Ernest keynotes and leads workshops internationally on the topics of digital branding and marketing, social media and communication trends.

Doug Lacombe
President, Communicatto

President and founder of Communicatto, Doug Lacombe, remembers when there was no web. He was at a newspaper, The StarPhoenix, which, for you kids, was the thing before the web. He didn’t realize hand coding the SP’s site in 1995 would eventually lead to the demise of all mainstream media. Oops!

An MBA and a couple of world tours later, plus stints in the telco and newswire industries, make Doug a class A certified Internet nerd and an experienced digital strategist. If you want good corporate digital strategy that syncs with old media, you need Doug on your team. For the record, he’s still really sorry he broke newspapers.

Robin Whalen

Robin Whalen
Partner, 6 Degrees Integrated Communications

Digital and Direct Marketing have been a professional passion of Robin's for over 20 years. Perhaps her love of 'accountability' stemmed from her roots as a U of T graduate with a Bachelor of Arts in Law, Ethics and Society. Regardless of where it came from - Robin landed her first agency job in the Integrated Marketing Services division of Leo Burnett and has been hooked ever since.

Over the past 2 decades Robin has worked at a number of agencies on accounts spanning a broad range of industries and categories. Her experience ranges from packaged goods and tourism to telco's and the retail sector. She has taken a specific focus and interest in the domain of CRM working on programs for Kellogg's, Cadbury, Bell, Purina and most recently, McNeil Consumer Products.

As Vice President, Group Account Manager at MacLaren, Robin was responsible for a number of integrated accounts including Ontario Lottery Group, Ministry of Research and Innovation and Ministry of Health Promotions. Prior to joining MacLaren MRM, Robin was a Group Account Director at Publicis Canada and Grey Worldwide.

Robin has worked closely with the CMA for the past 15 years. Originally as the chair of the Direct Marketing Council , Robin has also chaired the Digital Council and now sits as a volunteer. In addition, she is on the CMA Awards Strategic Advisory Committee and is a monthly contributor to the CMA blog. and now works on the annual Business of Ideas Forum. In addition, she sits as a member of their Direct Marketing Council and volunteers time across a number of initiatives.

Robin is currently a Managing Partner at 6 Degrees Integrated Communications & Real Interactive and has been here for the past 6 years. She runs their Digital & Social Practice and works on accounts such as Schick, Playtex, World Vision, Heart & Stroke Foundation and Revlon.

Dates / Pricing

Digital Marketing Online Course: September 12 - November 27, 2016

Final Assignment: November 28 - December 4, 2016

Video Instructor: Ernest Barbaric

Live Instructor: TBD

Rates: CMA Member - $1395 | Regular - $1895

Digital Marketing Strategy Online Course

This course will walk you through the essential elements of building a digital marketing strategy plan, from understanding and serving your ideal customers and setting digital marketing objectives, to content strategy and modern marketing management models.

Overview

The Digital Marketing Strategy course is a 10-week long program, designed for marketing professionals, managers, directors and leaders, as well as small business owners and entrepreneurs.

The course will walk you through the essential elements of building a digital marketing strategy plan, from understanding and serving your ideal customers and setting digital marketing objectives, to content strategy and modern marketing management models.

Taking a 10,000 foot view, this course assumes you have working digital marketing knowledge and are looking for a way to organize your efforts in order to reach real business goals. While we will not be diving into minutia and details of each particular platform, there are additional resources available should you choose to take a deeper dive.

This course is applicable to both small businesses and enterprise-level organizations. The methods explored are scalable from a multi-year strategy to campaign level executions.

Along the way you will be applying your knowledge by completing assignments and participating in open discussions. At the end of the course, you will be developing a simple digital marketing strategy plan based on a real-world scenario.

Course Objectives

Course Objectives

At the end of participating in this course, you should be able to:

  • Design a digital marketing strategy and modify it to suit your specific needs
  • Develop target market profiles, focused on understanding and serving customers (or stakeholders) motivations and behaviors
  • Apply a selection process to digital marketing channels, in order to select the ideal marketing mix
  • Strategically generate content to establish brand positioning and support sales
  • Arrange marketing assets and coordinate efforts by using a flexible marketing and campaign calendar
  • Understand different digital marketing management models and how to build or evolve into a digital-first team


Features

  • Interaction with a marketing expert
  • Latest technologies
  • Recorded videos with synchronized PowerPoint presentations
  • Discussion boards for collaboration
  • Technical Support


Benefits

  • Anywhere and anytime access
  • Flexible to suit your schedule
  • No travel time
  • Interactive learning experience
  • Certificate in Digital Marketing Strategy awarded upon successful completion of all course requirements

Requirements

System Requirements

Suggested web browsers include: Google Chrome, Mozilla Firefox and Safari (allow pop-ups from CMA course page).  Adobe flash player is also required.  Please note, Internet Explorer is not recommended.

Course Requirements

CMA’s certificate program courses are designed to build on the skills and knowledge of marketing practitioners. Individuals must have at least two years of experience in a marketing-related role to take this course. . The instructor will assume that students have a foundational understanding of the principles of marketing and a working knowledge of digital marketing and social media channels. We will be looking at things from a 10,000 foot level and crafting a strategy plan to guide marketing activities. Students must achieve a final overall mark of 60% in order to qualify for a certificate pass.

Workload

This course is demanding, but very rewarding. Each session is comprised of a video-based multimedia presentation and a discussion question or assignment. The time required for the course will vary depending on your learning style. You are likely to invest 2 - 4 hours per week. If you wish to pursue a particular element in depth, there are additional resources - articles and videos - which may require additional time (1 - 4 hours, depending on the topic). You will be required to complete 5 individual assignments. Students will be given one week to complete the final assignment. 

If you have any questions regarding the course requirements, please contact education@thecma.ca.

Outline

CMA’s Digitial Marketing Strategy Online Certificate course consists of instructor recorded videos, synchronized PowerPoint presentations and discussion boards. Throughout the 10-week course students will be required to complete and submit a discussion post or assignment each week. This course also includes four live interactive webinars, during which students have the opportunity to engage with fellow students and to ask direct questions to the instructor.

The following is a general outline of the course content.

Session 1 - Digital Marketing Strategy Design

  • Difference between strategy and tactics
  • Common ways to fail at digital marketing
  • How to modify a strategy plan to suit your organizational needs 

Session 2 - Finding your Marketing Baseline

  • Visibility & SEO audit
  • Simple UX testing
  • 4-step social media audit
  • How to establish a baseline using analytics

Session 3 - Target Market Profiles

  • Pros and cons of using demographics-based targeting
  • Building an advanced marketing persona
  • Understanding behaviour and motivations of your ideal customers or clients

Session 4 - Digital Marketing Objectives

  • How digital marketing strategy fails
  • 3 steps to define digital marketing objectives
  • Setting channel specific goals

Session 5 - Digital Marketing Channel Selection

  • What is a marketing asset
  • Channel options and Return On Time Invested
  • Channel selection checklist

Session 6 - Key Performance Indicators

  • How to select KPIs
  • Analytics data sources
  • Applying KPIs to strategy planning

Session 7 - Engagement Mapping & Staging

  • Creating a digital marketing eco-system
  • Mapping user movements across your digital marketing ecosystem
  • Staging - how to prioritize digital marketing asset development

Session 8 - Digital Marketing Content Masterclass

  • Types and styles of content that best suit your brand
  • Branding-based content development framework
  • Sales-based content development framework
  • Understanding cornerstone content and authority building

Session 9 - Campaigns & Calendars

  • How campaigns contribute to strategy
  • Understanding and leveraging the seasonality of your business
  • Key elements of a marketing calendar
  • How to build a simple editorial and marketing calendar

Session 10 - Digital Marketing Management

  • Difference between traditional and digital-first marketing teams
  • Roles and responsibilites of a modern marketing team
  • 3 management models
  • Legal aspects and engagement guidelines

Final Assignment

Instructor

Ernest Barbaric
Digital Marketing Strategist

Ernest is a trusted authority on digital marketing and social media. His work has been featured in Forbes, Mashable, The Financial Post, The Globe and Mail, Alberta Venture and Social Media Today, amongst others. His blog attracts over 10,000 readers and is often referenced by digital marketing professionals, while his podcast on meaningful work is rapidly growing an international audience on Stitcher and iTunes.

Ernest works with leaders, entrepreneurs and marketers, helping them improve marketing performance, engage customers and demonstrate thought leadership.

In 2010, Ernest founded a Social Media for Business certificate program at Mount Royal University, where he teaches courses on Digital Marketing Strategy and Reputation Management. In 2014, Ernest developed an online Digital Marketing Certificate program for the Canadian Marketing Association.

Ernest keynotes and leads workshops internationally on the topics of digital branding and marketing, social media and communication trends.

Dates / Pricing

Digital Marketing Strategy Online Course: September 19 - November 27, 2016

Final Assignment: November 28 - December 4, 2016

Instructor:
 Ernest Barbaric

Rates:
CMA Member - $1395 | Regular - $1895

Direct Response Marketing Online Course

Apply direct marketing strategies to digital, print and social, including how to set measurable objectives to prove success.

Overview

Direct Response Marketing provides the strategic foundation for all modern marketing.  At the core, it’s about offering a personalized marketing experience to effectively target consumers.  Direct response marketing has been around for decades and it’s processes and insights are more relevant than ever.

As the number of digital channels grow, so does the amount of data available, and with it, companies’ expectations that marketing will be accountable and produce better results with each passing campaign. 

This online course showcases how direct response marketing insights guide other marketing disciplines and how to create a robust strategy and plan. 

Learn how to apply direct marketing strategies across any channel from digital to print to social, including how to set measurable objectives to prove success.

Course Objectives

Course Objectives

At the end of participating in this course, you should be able to:

  • Understand what makes direct response marketing unique compared to other marketing disciplines
  • Understand when and how to use direct response marketing as part of an integrated marketing campaign
  • Use different marketing channels - digital, print, social, broadcast - as part of a direct marketing plan to drive measurable results
  • Identify different ways to leverage and grow your company’s internal database
  • Define and segment target audiences
  • Set measurable objectives and key success metrics as well as develop a measurement plan to get the data needed to prove success
  • Create a direct response marketing project brief
  • Identify direct marketing tactics and explain the strategy behind it
  • Evaluate direct marketing creative and the elements that are most crucial to driving response
  • Understand the implications of privacy and permission legislation to your direct marketing campaigns and tactics
  • Understand the role of testing versus research in direct marketing, testing best practices and how to create actionable tests
  • Develop direct marketing plans and tactics for both acquisition and retention objectives


Features

  • Interaction with a direct marketing expert
  • Latest technologies
  • Recorded videos with synchronized PowerPoint presentations
  • Integrated discussion boards and forums for group collaboration
  • Technical Support


Benefits

  • Anywhere and anytime access
  • Flexible to suit your schedule
  • No travel time
  • Interactive learning experience
  • Certificate in Direct Response Marketing awarded upon successful completion of all course requirements

Requirements

System Requirements

Suggested web browsers include: Google Chrome, Mozilla Firefox and Safari (allow pop-ups from CMA course page).  Adobe flash player is also required.  Please note, Internet Explorer is not recommended.

Course Requirements

CMA’s certificate program courses are designed to build on the skills and knowledge of marketing practitioners. Individuals must have at least one year of experience in a marketing-related role to take this course. The instructor will assume that students have a foundational understanding of the principles of marketing. All coursework must be completed in the required timeframe.  Coursework includes 5 individual assignments, discussion questions and a final assignment. Students must achieve a final overall mark of 60% in order to qualify for a certificate pass.

Workload

This course is demanding, but very rewarding. Each session is comprised of a video-based multimedia presentation and a discussion question or assignment. On average we recommend that you will need at least 2-4 hours each week to view the session and complete coursework.  You will be required to complete 5 individual assignments. Students will be given one week to complete the final assignment.

If you have any questions regarding the course requirements, please contact education@thecma.ca.

Outline

CMA’s Direct Response Marketing Online Certificate course consists of instructor recorded videos, synchronized PowerPoint presentations and discussion boards. Throughout the 10-week course students will be required to complete and submit a discussion post or assignment each week. This course also includes four live interactive webinars, during which students have the opportunity to engage with fellow students and to ask direct questions to the instructor.

The following is a general outline of the course content.

Session 1: Introduction to the course and Direct Response Marketing Principles

  • Definition of direct response marketing
  • Key strategic differences between direct marketing and other forms of marketing
  • Direct marketing today and why it is still relevant


Session 2: Direct Response Marketing Strategy Planning and Development

  • Components of a direct marketing strategy
  • Setting up for success: Questions to ask before you start writing a plan
  • How to develop a direct marketing plan as part of a broader business plan


Session 3: Targeting and Segmentation

  • How to write a target audience description
  • How to use your database to help you narrow and define your target audience
  • Benefits of segmentation
  • Points to consider when developing a segmentation strategy


Session 4: Using your database to drive Direct Response Marketing Success

  • What data should be in your database
  • Best practices to keep your data up to date
  • Different ways you can use your database to drive your business
  • How to use your database to make informed business and marketing decisions


Session 5: Privacy and Permission

  • PIPEDA and CASL overview
  • What does a compliant, effective opt-in statement look like
  • What elements need to be covered in your privacy policy
  • Resources you can use to help you with privacy and compliance questions


Session 6: Setting Measurable Objectives, Key Success Metrics and How to Measure it All

  • How to create a measurable direct marketing objective
  • How to set up key metrics to measure and optimize a direct marketing campaign across all channels
  • Best practices for results reporting
  • Strategies to uncover meaningful insights in DM results


Session 7: Developing a Channel and Media Plan

  • Description of direct response marketing channels and best practices
  • How to evaluate and determine media tactics
  • Third party lists
  • Best practices to help you choose and test lists for your B2B or B2C DM plan


Session 8: Creating Effective DM Offers, Calls to Action and Tests

  • What are the elements of an effective DM offer
  • What makes a compelling call to action
  • DM testing best practices
  • Testing


Session 9: Writing a DM Creative Brief and Evaluation DM Creative

  • Elements that need to be in a DM brief
  • Examples of a DM brief and the creative developed from that brief
  • How to evaluate direct marketing creative


Session 10: Creating Acquisition and Retention Marketing Plans

  • How to develop an acquisition plan
  • How to develop a retention plan
  • Strategies to help mitigate risk in your acquisition and retention plans


Final Assignment

Instructors

Lisette Gelinas
Marketing Consultant

Lisette Gelinas, a direct marketing specialist, delivers marketing solutions that drive measurable results, across traditional, digital and social channels.  She brings to the table a fierce combination of CRM and relationship building expertise, leadership qualities that can pull together any team to produce outstanding results, and implementation plans that get clients across the finish line.

The bulk of her 20 year career has been spent working at direct response advertising agencies, including Wunderman and Lowe RMP.  Lisette cut her DM teeth developing plans for Columbia House and Book-of-the-Month-Club, as well as helping to launch

DirectProtect.  She has been a media planner, account person, strategic planner and new business lead.  Just recently, Lisette has started her own consulting business. 

As a consultant, she brings insight in B2C and B2B marketing from experience on brands such as Kraft, Colgate, Ford, Sirius XM, Rogers, IBM, Microsoft, Royal Canadian Mint, Wyeth, PC Financial, Eaton’s, Sony, Blue Cross and Chico’s.
  
From running in-house seminars to sharing knowledge, experiences and opportunities with interns, new staff, peers and extended team members, Lisette enjoys mentoring new direct marketing talent. 
 
Lisette is proud to serve on the board of directors of an organization very close to her heart, the Open Arms Children’s Foundation, which raises funds to help support orphaned children in China.
 
Lisette loves fine wine, travelling, kayaking and reading.  She is married with one absolutely-beautiful-in-every-way daughter, and a large extended family that enjoys her creative cooking and baking efforts.  Sweet!

Dates / Pricing

Direct Response Marketing Online Course: September 12 - November 20, 2016

Final Assignment: November 21 - November 27, 2016

Instructor:
 Lisette Gelinas

Rates:
CMA Member - $1395 | Regular - $1895

Integrated Branding Online Course *NEW*

Hone your brand strategy to enhance your organization's value with tactical principles and guidelines.

Overview

Branding drives how global networks define your value, image, and persona. Corporate leaders have traditionally spearheaded branding initiatives; however, marketing has transformed into a dynamic, powerful champion of branding strategy and execution.

CMA’s Integrated Branding is a 10-week online course designed for marketing professionals who are eager to uncover C-suite motivations behind brand value and delivery. Our students are emerging brand leaders and keen learners, enthusiastic to discover how the proactive management of customer interactions, communications, and product/service delivery enhances brands today.

This course is a blend of strategic theory and tactical guidelines, providing the foundational elements of branding. We also examine relevant, timely examples of branding in practice. These knowledge and skills allow students to explore how to develop a brand from scratch, how to manage a re-branding project, as well as how to execute day-to-day communications and successful marketing campaigns.

Course Objectives

Course Objectives

At the end of participating in this course, you should be able to:

  • Understand and develop a Corporate Strategy
  • Hone your Brand Strategy to enhance the Corporate Strategy
  • Define your target customers and improve their Brand experience
  • Identify the fundamental steps to develop a new Brand and/or enhance an existing Brand
  • Design and implement tactical integrated Branding programs that will grow the value of your organization’s Brand and business
  • Create impactful marketing communications that align with Brand strategy
  • Craft successful internal Branding communication programs
  • Measure Brand value and manage a Brand crisis


Features

  • Interaction with a branding expert
  • Latest technologies
  • Recorded videos with synchronized PowerPoint presentations
  • Discussion boards and forums for group collaboration
  • Technical Support


Benefits

  • Anywhere and anytime access
  • Flexible to suit your schedule
  • No travel time
  • Interactive learning experience
  • Certificate in Integrated Branding awarded upon successful completion of all course requirements

Requirements

System Requirements

Suggested web browsers include: Google Chrome, Mozilla Firefox and Safari (allow pop-ups from CMA course page). Adobe flash player is also required.  Please note, Internet Explorer is not recommended.

Course Requirements

CMA’s certificate program courses are designed to build on the skills and knowledge of marketing practitioners. Individuals must have at least three years of experience in a marketing-related role to take this course. The instructor will assume that students have a solid understanding of the principles of marketing. All coursework must be completed in the required timeframe. Coursework includes 4 individual assignments, discussion questions and a final assignment. Students must achieve a final overall mark of 60% in order to qualify for a certificate pass.

Workload

This course is demanding, but very rewarding. Each session is comprised of a video-based multimedia presentation and a discussion question or assignment. On average we recommend that you will need at least 2-4 hours each week to view the session and complete coursework.  You will be required to complete 4 individual assignments. Students will be given one week to complete the final assignment.

If you have any questions regarding the course requirements, please contact education@thecma.ca.

Outline

CMA’s Integrated Branding Certificate course consists of instructor recorded videos, synchronized PowerPoint presentations, integrated discussion boards and forums for group collaboration. Throughout the 10-week course students will be required to complete and submit a discussion post or assignment each week. This course also includes four live interactive webinars, during which students have the opportunity to engage with fellow students and to ask direct questions to the instructor.

The following is a general outline of the course content.

Session 1 - Overview of Integrated Branding

  • What is Integrated Branding
  • Why do we need Integrated Branding
  • Defining Business Scope for business success and economic value
  • Identifying when to change Business Scope

 
Session 2 - Corporate Strategy

  • Understanding Brand Strategy and Brand Execution Foundational Structure
  • Corporate Strategy Fundamentals (Vision, Mission, Objectives, Values and Promise)
  • Corporate Strategy brought to life
  • How to navigate ahead of your competitors’ Corporate Strategy
  • Assessing the strength of your Corporate Strategy

 
Session 3 - Brand Strategy

  • Brand Strategy Fundamentals (Vision, Mission, Objectives, Values and Promise)
  • Brand Strategy in practice
  • Where do you fit in the Brand Architecture spectrum

 
Session 4 - Brand Essence

  • What is brand essence and why is it important for your brand
  • Devising a positioning statement
  • Discovering your personality, tone & manner
  • Applying brand essence to marketing communications

 
Session 5 - Customer Targeting and Customer Experience

  • Defining your target audience
  • Aligning your brand to your target audience
  • Mapping the customer experience
  • Managing the moments of truth

 
Session 6 - Developing a Brand

  • What are the primary elements of brand identity
  • Producing a brand identity brief
  • Generating ideas for brand names
  • Decision criteria and process for brand name decision
  • Creative options for brands, logos and icons
  • Constructing a tag line
  • Executing with consistency

 
Session 7 - Executing Brand Communications

  • Formulating key messages and benefit statements
  • Building brand guidelines
  • Marketing’s role in building brand
  • Planning the brand investment
  • Choosing the right media for the right task

 
Session 8 - Internal Branding

  • Why the need for internal branding
  • What drives internal brand strategy and how do we track success
  • Internal branding in practice
  • What are the challenges facing internal branding initiatives

 
Session 9 - Measuring Brand Value

  • Why brand measurement is essential from all perspectives
  • How can you measure and define brand value/equity
  • Which types of metrics can you use to measure brand
  • Customized and current examples of brand measurement

 
Session 10 - Managing the Brand

  • How to monitor and manage a brand’s effectiveness
  • What to do when your brand is facing crisis
  • Course summary and conclusions

 
Final Assignment

Instructors

Wendy Boyd

Wendy is a firm believer that, “if you’re not constantly learning, you’re falling behind” so she is happy to be an eternal student and teacher of marketing.

Wendy has enjoyed success on both client and agency side from large blue chip to small start-up companies, consumer and B2B – across a wide variety of brands including Bell Mobility, General Mills, American Express, InfoWorks, Scotiabank, Canadian Tire, United Way, Toyota, Honda, Moneris and GE Money. Currently Wendy is President of AM360, a marketing consulting company.

She’s dedicated her career to expanding her knowledge in a variety of marketing disciplines, always looking to blend the analytic and creative sides of marketing. She’s passed on her knowledge by authoring four CMA Certificate courses, including Advertising and Media, Marketing Math, Advanced Marketing and Integrated Branding. She has also been an active member of CMA’s Education Committee for over 10 years.

Experience has taught Wendy that marketing is part art, part science so she teaches how to be well-rounded in both aspects – with skills for enhancing both creative solutions and ROI.

Dates / Pricing

Integrated Branding Online Course: September 19 - November 27, 2016

Final Assignment: November 27 - December 4, 2016

Instructor: Wendy Boyd

Rates: CMA Member - $1395 | Regular - $1895

Marketing Math Online Course

Examine the basic formulas and special arithmetic used in marketing-driven companies. You will learn how to calculate key business metrics to optimize costs and deliver profits.

Overview

Essential Math Skills for Marketers

This course is a must in today’s business environment, as marketers are increasingly more responsible and accountable for the economic impact of their programs. For many marketers, "number crunching" is often an anxiety-riddled exercise. However, let’s face it, marketing and sales is a numbers game. Learn how to calculate key business metrics to optimize costs and deliver better profits. This hands-on course examines some of the basic formulas and special arithmetic used in marketing driven companies.

Learn what is driving your senior management team from a financial perspective. Understand how to develop programs that will meet business objectives within budget parameters to deliver positive financial results. The math concepts covered are applicable to marketers of all products and services in both B2C and B2B industries.

Quantitative skills are becoming increasingly important for all marketers, so don't get left behind.

Course Objectives

Course Objectives

At the end of participating in this course, you should be able to:

  • Explain and show how to calculate and solve typical marketing problems using various mathematical formulas
  • Utilize real life examples to solve everyday marketing situations with corresponding work sheets and solutions
  • Understand key metrics and financial drivers that are relevant to marketers


Features

  • Interaction with a marketing expert
  • Latest technologies
  • Recorded videos with synchronized PowerPoint presentations
  • Discussion boards for collaboration
  • Technical Support


Benefits

  • Anywhere and anytime access
  • Flexible to suit your schedule
  • No travel time
  • Interactive learning experience
  • Certificate in Marketing Math awarded upon successful completion of all course requirements

Requirements

System Requirements

Suggested web browsers include: Google Chrome, Mozilla Firefox and Safari (allow pop-ups from CMA course page). Adobe flash player is also required.  Please note, Internet Explorer is not recommended.

Course Requirements

CMA’s certificate program courses are designed to build on the skills and knowledge of marketing practitioners. Individuals must have at least one year of experience in a marketing-related role to take this course. The instructor will assume that students have a foundational understanding of the principles of marketing and a basic understanding of math principles and excel to enrol in this course. Coursework includes optional practice questions and a 3-hour written final examination. Students must achieve a final overall mark of 50% on the final examination in order to qualify for a certificate pass.

Workload

This course is demanding, but very rewarding.  Each session is comprised of a video-based multimedia presentation and optional practice questions. On average we recommend that you will need at least 3-6 hours each week to complete the coursework.

If you have any questions regarding the course requirements, please contact education@thecma.ca.

Outline

CMA’s Marketing Math Online Certificate course consists of instructor recorded videos, synchronized PowerPoint presentations, integrated discussion boards and practice questions. This course also includes three live interactive webinars, during which students have the opportunity to engage with fellow students and to ask direct questions to the instructor.

The following is a general outline of the course content.

Session 1: Introduction and Market Analysis

  • Percentages
  • Averages
  • Market Share
  • Market Penetration
  • Share of Wallet

 
Session 2: Business Profit & Loss Components

  • Understanding Profit & Loss:
  • Profit
  • Revenue
  • Cost of Goods Sold
  • Gross Margin
  • Net Margin
  • Contribution Margin
  • Margin
  • Mark-up

 
Session 3: Campaign/Program Contribution

  • Projected Results
  • Break-even
  • ROI
  • Payback


Session 4: Marketing Channel Evaluations and Metrics

  • Cost per Lead
  • Cost per Inquiry
  • Cost per Sale
  • Cost per Customer
  • Cost per Click

 
Session 5: Life Time Value and Net Present Value

  • Calculations and Applications

 
Session 6: Building Marketing Budgets, Post Mortems and Summary

  • Bottom-up and Top-down
  • Allocation by Major Areas and Tasks
  • Industry Benchmarks
  • Post Mortem Formats
  • Key Metrics
  • Benchmarks

 
Final Examination

Instructors

Wendy Boyd

Wendy is a firm believer that, “if you’re not constantly learning, you’re falling behind”, She is happy to be an eternal student and teacher of marketing. She’s dedicated her career to expanding her knowledge in a vast variety of marketing disciplines. And she’s passed on her knowledge by authoring three CMA Certificate courses, including Advertising and Media, Advanced Marketing and Integrated Branding. She is also an active and supportive member of CMA Education committee.

Wendy has enjoyed success on both client and agency side from large blue chip to small start-up companies, consumer and B2B – across a wide variety of brands including Bell Mobility, General Mills, American Express, InfoWorks, Scotiabank, Canadian Tire, United Way, Toyota, Honda, Moneris and GE Money.

Experience has taught Wendy that marketing is part art, part science. In class, she teaches how to be well-rounded in both aspects – with skills for enhancing both creative solutions and ROI.

Dates / Pricing

Marketing Math Online Course: October 3 - November 13, 2016

Final Exam: Saturday, November 19, 2016 (Online/1:00-4:00 p.m. EST)

Instructor: Wendy Boyd

Rates: CMA Member - $995 | Regular - $1295