Program Information

The Marketing Management - Professional Sales Graduate Certificate program prepares university and college graduates for an exciting and rewarding career in marketing or sales. Students gain specialized career expertise, technical knowledge and practical work experience via classroom learning and a co-op placement. Students also gain knowledge in search engine marketing (SEM) and search engine optimization (SEO) through Google Analytics and Google AdWords.

Fall 2021 Delivery Format

For full details about the fall delivery format of this program, please visit the Academic Delivery Approach page. 

This Lambton College program is licensed to and delivered by Cestar College (PDF), a licensed private career college in Toronto, Ontario. Students that are registered at Lambton in Toronto are students of a public college and as such, will receive full credit from Lambton College for all Lambton College courses completed at the Cestar College campus in Toronto. Students who meet program graduation requirements will graduate with a credential from Lambton College.

See Course List

Admission Requirements

A college diploma or university degree

Equivalent experience in a business setting


The admissions process is competitive and meeting the minimum academic requirements does not guarantee admission.

Lambton College reserves the right to alter information including admission requirements and to cancel at any time a program or course; to change the location and/or term in which a program or course is offered; to change the program curriculum as necessary to meet current competencies or changes in the job market; to change the pathways third-party certification bodies; or to withdraw an offer of admission both prior to and after its acceptance by an applicant or student because of insufficient applications or registrations or over-acceptance of offers of admission. In the event Lambton College exercises such a right, Lambton College’s sole liability will be the return of monies paid by the applicant or student to Lambton College.

English Language Requirements

Applicants must demonstrate language proficiency by submitting one of the following scores:

  • IELTS of 6.5
    - or -
    IELTS of 6.0 + Completion of EAP-3106 (English for Academic Purposes) during first term of study.
  • TOEFL iBT 79
    -or-
    TOEFL 70 + Completion of EAP-3106 (English for Academic Purposes) during first term of study.
  • Passed Lambton Institute of English placement test 

Please Note: IELTS is the only proficiency score accepted by the Study Direct Stream (SDS) program. Additional country-specific requirements may also be applicable.

Meeting the minimum English requirements does not guarantee admission. Students with higher English proficiency scores will receive priority in the admission assessment process.

Not all students will qualify for EAP-3106 in place of the required IELTS or TOEFL test scores.


Course List

MKT-1143: Marketing Fundamentals

This course introduces students to the foundations of successful marketing and prepares them for advanced marketing courses. The emphasis is on learning and applying marketing concepts in an ever-changing environment that is becoming more global in nature. Topics covered include the following: understanding the marketing environment, consumer and business behaviour, marketing intelligence, and the design and implementation of effective marketing strategies and marketing mix elements.

FIN-1124: Finance Concepts for Marketing

This course outlines how financial measurements have become the key driver for sales and marketing in business today. Companies want to see a return on their investment in marketing whether it is in marketing campaigns, the channel or direct sales. At the same time, sales reps can gain competitive advantage by being able to explain the financial impact of their product or service to clients and prospects. The course looks at the financial value of Brand, and the need for finance and marketing teams to work together on building brand value. Brand value is the major driver of business value creation in today's competitive, interconnected and fast-moving environment. The trillion-dollar market values of companies like Apple, Amazon and Microsoft are based on brand value rather than tangible asset valuations. Marketing professionals need to have the tools to be able to defend against short-term actions such as cutting advertising, which can hurt brand value by lowering perceived quality and perceived value. In addition, many of the graduates majoring in marketing will secure entry-level positions in sales, often beginning careers dedicated to the sale of financial products; however, to be considered for these positions it is essential that the student have a basic understanding of financial concepts.

COM-3013: Professional Communications

This course is designed for international students with diplomas or degrees. It focuses on polishing communications skills acquired through one's academic career and workplace experience. Through various business writing and speaking scenarios, students learn Canadian business practices and communication styles. Close attention is paid to proper incorporation of the intellectual property of others to ensure academic integrity. Students will practice organized and dynamic speaking and will strive for polished business documents.

BUS-1883: Business Analytics

Strong computer skills are essential to finding employment in management and administration. This course provides students with resources and guidance to develop skills in Microsoft Office Excel and apply data processing and data analysis to real world business scenarios. Students develop skills in time management, self-discipline, and having an eye for detail and improve their ability to read and follow written instructions. Business Analytics is a course delivered using practical hands-on applications in the computer lab, student self-assessments, and online resources all designed to provide flexibility in learning. This course prepares students for further opportunities to apply their spreadsheet skills and expand upon as they continue in their areas of study.

SCU-1603: Fundamentals of Entrepreneurship

FUNdamentals of Entrepreneurship is a gamified business simulation where students assume the role of an entrepreneur pursuing their passion of selling clothing online and in their retail store. The player subcribes to the guidance of a business coach and will build a successful venture in a virtual neighbourhood. The player can upgrade their store and operations by completed learning modules and testing. Through self-paced gameplay, students learn important concepts from Finance, Human Resources, Marketing, Health and Safety, Risk Management and more. In the process, they acquire the skills to effectively run a company as they upgrade their operation by completing learning modules and quizzes. Each student has a unique playing experience via ingame customizations, such as avatar creation, and store design. All content is contained within the game - no textbook is required. Students who have successfully completed MAN-1183 are not eligible to take this course.

PHL-1253: Ethical Leadership and Critical Decision Making

This interdisciplinary course combines insights from the field of business with social psychology and applied ethics to challenge students with an introspective look at some of today's most important ethical dilemmas. Students in PHL-1253 learn that the ethical standards employed by businesses and corporations ultimately concern the quality of human behaviours in those organizations. Human behaviour evolves from many influences: our past relationships, the ways we think and feel, how we respond to pressures in various social contexts, and how we deliberate in our daily thoughts and actions. Each of these influences is intimately involved with the quality of our ethical decision making.

MKT-3403: Selling

This course is designed to provide students with an introduction to the sales process, and it is intended to help students to develop their selling, communication, and negotiation skills in order to be successful in a sales career. Topics presented include the following: the steps in the selling process, ethical issues in selling, the importance of the sales function, and integrating technology in the sales process. Students also learn how to develop negotiation skills, establish successful customer relationships, and develop winning communication skills in a variety of presentation situations. This course is highly interactive, and each student will be expected to fully participate online. Each student will be required to prepare and deliver a sales presentation as a part of this course.

MKT-3103: Consumer Behaviour and Trends

Consumer behaviour is one of the most exciting areas in the study of marketing. Everyday, a variety of media inform, persuade, and influence our purchase decisions. These media compete with other stimuli for our attention and our hard-earned money. In studying consumer behaviour, students will learn how marketers identify and work with these sources of influence, how we think and how we process information. Students will also learn how their relationships with others and their dreams and aspirations help shape their product choices and purchase decisions.

MKT-3353: Integrated Marketing Communications

In today's marketing world, there are more advertising contact points and specialized media competing for consumer's attention than ever before. To effectively break through the clutter, companies need to use a well-coordinated approach to selecting different promotional methods to differentiate their communication and present a consistent message to target audiences. This course introduces students to the concept of integrated marketing communications (IMC); a strategic planning process that helps companies identify the most appropriate and effective methods for communicating and building relationships with consumers. Students will learn the essential components of an IMC plan, including how to integrate advertising, sales promotions, public relations, direct marketing and digital media to maximize the impact of communications. Students will utilize this knowledge to build their own comprehensive marketing communications plan for a selected product or service.

DIM-1334: Business Intelligence

This course is designed to develop research techniques and skills to meet the needs of digital marketing media. Students will identify and evaluate opportunities and potential roadblocks in the marketing and business development for an organization. This course will provide insight into how to use data and information to understand, evaluate and solution issues. Students will learn to gather, evaluate, analyze and report using various sources of data. Creating reports and charts and providing insights will be a key component of business intelligence.

MKT-3503: Introduction to Digital Marketing

This course will introduce the ubiquitous world of digital marketing. Students will learn an array of channels under the digital umbrella namely - Search Engine Optimization, Pay-per-Click, Social Media Marketing, Content Strategy to name a few. There will also be an emphsis on web analytics and students will gain tactical knowledge of Google Analytics using the free demo account. By the end of the course, students will have a strategic overview of digital channels, customer engagement and practical knowledge of how the digital ecosystem works through case-studies and assignment work.

CPP-1001: Co-op Preparation

This course will provide students with employment preparatory skills specifically related to Co-operative Education. This will include understanding the Co-operative Education & Internship Policy, understanding the support system available through the Co-op and Career Services department, utilizing social media, preparing effective cover letters & resume as well as the fundamentals of behavioural based interviewing.

Academic Break

MKT-4303: Strategic Sales Management

This course will explore the key concepts in Strategic Sales Management like Account Management, Territory management and Category Management. Students will learn how to estimate/forecast potential sales. By the end of the course, students will be able to apply the concepts integrating the sales planning process to the strategy of the company, by bridging the gap between strategy and sales.

MKT-4313: Business to Business Marketing

This course introduces students to the unique dynamic of business-to-business marketing and how it differs from business-to-consumer marketing. Students will understand the characteristics of a business consumer by analyzing the business-to-business environment, and reviewing organizational buying and buyer behaviour. Effective business-to-business marketing skills will be forged through the analysis of business strategy, market research, segmenting, targeting and positioning, understanding the needs of the business buyer, pricing, selling, branding and communicating in a business-to-business setting.

MKT-4103: Customer Relationship Management Tools

MKT-6203: Capstone Project - Marketing

Having a strategic overview of marketing while launching a product is crucial for every business big or small today. The Pandemic has changed the way consumers buy products and percieve brands/businesses. This course focusses on marrying the marketing fundamentals with the principles of product management and marketing. Through case studies (and individual simulation activity) and in-class discussions, this course will emphasize on design thinking, product developement and management. In the final leg of this course students will explore how user experience and interaction lead to to a customer's total product experience. Through the capstone project in this course, students will get an opportunity to apply their marketing knowledge to conceptualize a product and strategize its market launch.

BUS-5503: Entrepreneurship I

This course is designed to foster creativity, critical thinking, and utilize problem-solving skills as the first of two capstone courses for graduating Business Administration students. By using the entrepreneurial and project management processes, students are exposed to a variety of team-building, meeting and project-planning activities that improve leadership and communication skills. Students conduct a research analysis study and deliver a feasibility study based on a respective new venture or corporate project. Upon course completion, successful students will have developed a portfolio of work showcasing their business knowledge, skills and talents.

MKT-4323: Customer Value Creation

Understanding what customers value has become imperative with organizations in these Pandemic times. This course takes a customer-centric path to explore the business and its operational environment. Every business has a number of data sources in the traditional and online environments and at every brand touchpoint that can be used to analyze customer preferences to create value and frictionless customer experiences. Students will identify sources of customer data and describe how to use these data sources to draw consumer insights. This course also explores the ethical issues that arise in value creation with a focus on marketing strategies.

CPL-1049: Co-op Work Term - Full-Time*

Co-operative education provides students with the opportunity to apply classroom learning to the workplace, undertake career sampling and gain valuable work experience that may assist students in leveraging employment after graduation. For further information regarding co-op, please refer to: https://www.lambtoncollege.ca/co-op_and_career/

-or-

CPL-5559: Applied Project

Work Integrated Learning Project is aimed at enriching student success by connecting different program areas of study, cutting across subject -matter lines, and emphasizing unifying concepts. The focus is on making connections, allowing students to engage in relevant, meaningful activities that are connected and practiced in real life. This will attempt to enhance and strengthen the student's employability prospects post-graduation by exposing them to skills and knowledge in demand from today's employers. Students are required to attend the scheduled shifts in the WIL office, reporting to the WIL Supervisor. Weekly real-world challenges are presented in the WIL office, designed by industry professionals. In addition to the weekly assigned deliverables, students are also offered professional development sessions, and exposed to industry guest speakers, enhancing their opportunity to develop their professional network.

*In order to be eligible to participate in a full-time Co-op Work Term (CPL-1049) students must have a GPA of 2.8 or greater.

Failing to do so will require the students to enroll in CPL-5559 WIL Project at an additional cost to the student.

See the Costs tab for current fees.

Program Maps

Students are required to follow their prescribed program map and are not allowed to take unscheduled breaks for any reason.

Current Students

Current students can view program maps from previous years on the mylambton website. 

You will need to login with your C# and password in order to access your program map.

Technology Requirements

This program requires a laptop.

Employment Opportunities

There are several sectors of marketing, sales and related industries that a graduate can obtain employment in, including: sales, advertising, market research, marketing management, brand management, retail management, public relations and fundraising.

For more information about post-graduate work eligibility for international students, please review the Post-Graduate Work Permit Program information.

For more information, please contact the appropriate campus:

Toronto
416-485-2098
lambton@cestarcollege.com
Mississauga
905-890-7833 x 222
lambton@queenscollege.ca
Sarnia/Main Campus
international@lambtoncollege.ca
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