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.

Spring 2022 Delivery Format

For full details about the spring 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. Students may be scheduled to have classes on Saturdays.

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.


Technology Requirements

In order to keep pace with the requirements of each and every course in your program, Lambton College recommends that each student have access to a laptop while studying at our college.

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 Canadian business 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 Canadian 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 Canadian and real-world business scenarios. Students develop skills in time management, self-discipline, and having an eye for detail by strengthening their ability to read and follow written instructions. Business Analytics is a course delivered using practical hands-on applications in the computer lab, utilizing student self-assessments, and online resources all designed to provide flexibility in learning. This course prepares students for further opportunities to apply their spreadsheet and data processing skills and expand upon them 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.

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.

MKT-3403: Selling

This course is designed to provide students with an introduction to professional selling and the skills required to find success in relationship building and sales Students are introduced to the many career alternatives available as well as the day-to-day expectations of a successful salesperson. The focus is to assist students develop their personal brand and strengthen their presentation, communication, and negotiation skills through role-playing, simulations, and applied learning exercises. Both traditional and digital prospecting methods are explored, along with the application of effective discovery, proposal creation, and problem resolution strategies, all in support of creating a customer relationship built on trust. Topics include goal setting, planning, time management, sales analytics, key performance indicator analysis, and customer relationship building. Students apply their learning in a simulated, professional business-to-business sales environment.

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.

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-3213: Business Intelligence I

Business Intelligence I introduces students to the constantly expanding world of secondary data research. This is the first of two research courses designed to develop research techniques and skills that meet the needs of today's business. In Business Intelligence I, students develop their research technology skills by learning how to locate, evaluate, and qualify high-quality data. Students will develop skills to critically interpret and evaluate the data collected and suggest potential trends and implications. An important focus is of the course is learning to create appropriate tables and charts that aid in understanding the data. By tackling four business reports, students will learn to craft high-quality written reports with accurate references and citations. Throughout the course, students will be exposed to a wide variety of government and business information that will help them expand their knowledge of the dynamic business environment.

CPS-1001: Co-op Preparation and Success

This course provides students with an introduction to work-integrated learning paths (Co-op and WIL Project) and assists with the preparation for successful transitioning from the classroom to the professional workplace. Students are introduced to the services and support systems available through the Co-op and Career Services Department as well as the Work Integrated Learning Policy. The process of career planning and development is introduced with a focus on the design of preliminary job search strategies. Emphasis is placed on valuable self-assessment and reflection that allows for skills discovery and personal development. Topics including teamwork, interpersonal expectations, intercultural communication as well as navigating conflict in the workplace are introduced to assist in the development and enhancement of in-demand soft skills. Learners will develop marketing materials including a cover letter and resume, and practice interview techniques.

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

This course examines the principles, methods and strategies of customer relationship management (CRM) and effective customer interaction that creates a competitive advantage. CRM manages a company's interaction with current and potential customers by using data analysis about customers' history with the company to improve business relationships with customers. This improves customer retention and drives sales growth. An emphasis is placed on assessing customer needs and improving the organization's ability to meet those needs. The course looks at how to develop and implement a CRM strategy which uses systems to compile data from a range of different sources including a company's website, social media, telephone, email, chat bots and live chat. Through CRM, businesses learn more about their target audiences and how to best meet their needs. An emphasis is placed on identifying, interacting and retaining and maximizing profitable customers through customized products and services based on information derived through metrics, establishing customer loyalty and improved target marketing.

MKT-6203: Capstone Project - Marketing

This capstone course for Marketing Strategy is designed to help students apply the concepts they have learned in their Marketing program so far. This course is designed to give students a hands-on experience in market analysis, environment analysis, competitor analysis, product design, price setting, promotions decisions and placement strategy through a simulation that students will use as a supplementary material to complete their capstone project. This course will revisit crucial marketing theories from the past, introduce international marketing concepts that will aid in product launch decisions in the capstone project along with principles to include multi-channel digital marketing plan in their strategy.

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.

CPS-2001: Career Preparation and Success

This course enhances the foundational concepts learned to effectively engage in an active job search, develop networking strategies, and fine-tuning a cover letter, resume and interviewing techniques. As learners embark on the transition from student to professional employee, the course introduces learners to and supports them in demonstrating key employability skills to be successful in their work-integrated learning experience. Topics include professional and interpersonal expectations and competencies in the workplace, as well as workplace communications skills for success. Students will develop a strong foundation for career planning decisions with an emphasis placed on investigating and analyzing personality self-assessments, career goals and planning.

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: WIL 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.

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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