Schulich Executive Learning Centre

Available dates

Apr 1—Jun 26, 2020
11 daysModules info
Toronto, Ontario, Canada
CAD 10850 ≈USD 8169
CAD 986 per day


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About the course

The Masters Certificate in Marketing Communications Leadership has been designed to help marketing and non-marketing executives alike succeed in the rapidly shifting realities of today’s MarCom environment.

This university-level program is endorsed by the American Marketing Association, Toronto Chapter, and will provide you with all the cutting-edge skills and tools needed to drive growth, increase market share and maximize return on investment for MarCom projects. Designed to accommodate the busy lives of professionals, the program is delivered in short, convenient learning sessions which feature 14 critical areas of MarCom focus in just 11 days and one evening over three months.

An experiential education in more ways than one… Participants enjoy a rare opportunity to learn through a case study involving an actual marketing communications issue at an outstanding Canadian company. Executives from the organization introduce the issue at the beginning of the program, and students synthesize and apply the course learnings to make recommendations to the company executives at the end.

Get the whole picture by previewing detailed program content and faculty bios online, then reserve your spot. Position your organization and your career for ongoing MarCom success!


The Integrated MarCom Plan

The New Reality for the MarCom Leader

  • Understanding the latest trends impacting MarCom including the changing media environment, a greater focus on ROI, internal alignment of marketing with other departments, globalization of MarCom and changes in the client/agency relationship
  • Assessing the new skills required to proactively manage your brand in the changing MarCom environment

Developing an Integrated MarCom Plan

  • Review the latest strategies and formats for creating effective marketing communications plans
  • Factoring Return on Investment requirements into your MarCom planning and decision-making

Introduction to the Case Site and Assignment

Special evening session: Please note that on Day 2, class will run from 9am to 8pm (lunch and dinner are included)

  • Discuss the expectations and deliverables of the group assignment
  • Learn about the strategy and the experiences of marketing experts at the case site

Building and Managing External & Internal Brands

  • Examining today’s social media landscape
  • Evaluating a company’s online presence and understanding the importance of a strong social media strategy
  • Measuring the impact of social media

Public Relations – A Powerful Marketing Tool

  • What PR is – and is not
  • The shift from public relations to public engagement
  • Using PR correctly to enhance brand perception and generate goodwill
  • Leveraging social media vehicles for PR purposes
  • Working effectively with your PR team to maximize results

Marketing Strategy: Leveraging New MarCom Tools to Advantage

MarCom: Digital Media, Influence Marketing & More

  • Today’s social media landscape and the primary target audiences associated with key Social Networking Sites
  • Best practices for implementing a digital campaign today
  • Integrating your digital advertising and social media campaign – and other MarCom vehicles, too – to maximize impact
  • Evaluating a company’s online presence and its influence with its target audience
  • Measuring the impact of your social media campaigns

How Research is Being Used to Drive MarCom

  • Using research to better target campaigns for higher ROI
  • What to track and why
  • Using data insights to identify messaging themes and develop micro campaigns that customers feel respond to their own special needs.

The Role of Sponsorship and Experiential

  • Best practices in sponsorship today
  • Choosing the right sponsors for your own initiatives
  • How to create and implement activations that will maximize sponsorship ROI for all
  • Deciding which activities, you should sponsor and how to get the most from participation
  • The role of Influencers
  • Learn how to measure the success of sponsorship

Enhancing Your Marketing Strategy

  • Best practices in sponsorship today
  • Choosing the right sponsors for your own initiatives
  • How to create and implement activations that ill maximize sponsorship ROI for all
  • Deciding which activities, you should sponsor and how to get the most from participation
  • The role of Influencers
  • Learn how to measure the success of sponsorship

Big Data and Data Visualization for MarCom

  • Identifying patterns and trends in data from all sources
  • In this practical, very hands-on session, you will learn how to interpret and gain insight from structured and unstructured data

MarCom Leadership and Creativity

Leadership for MarCom

  • Improve your leadership skills
  • Learn to leverage your personal leadership style to effect change in your organization

Legal Matters that Impact Marcom

  • Managing in today’s tougher regulatory environment
  • Learning the rules and how to avoid the pitfalls of new regulations

Breaking the Rules: Innovation and Creativity

  • Waddaya mean rules?
  • There are no rules for creative
  • Media rules… are you serious??????
  • This module is about knowing when and how to break the rules, so we’re starting that right here, right now

Customer Centricity + Employee Engagement

  • What is customer centricity and why is it important now?
  • How to make your business customer centric at each step along the path to purchase
  • Why Employee Engagement is key to success – and tips for motivating employees

Applying the Knowledge

Thinking skills for a Turbulent World: The Art of Framing and Reframing

  • Learn how to anticipate emerging changes in your industry
  • Improve your critical thinking by recognizing and challenging taken-for-granted assumptions
  • Develop the seeing and thinking skills to recognize new opportunities Individual Feedback Sessions
  • In this one-on-one session you will receive feedback on your take home assignment, which is to develop a plan for incorporating the course learnings into your workplace.

Project Presentations and Panel Discussion

  • Present group projects
  • Feedback from client and panel

Please note: Participants will complete an online reflective and applied exercise between Modules 3 and 4 that is designed to synthesize their understanding of course concepts and skills before graduation.

Who should attend

The program benefits strategic decision-makers with five to seven years’ experience in marketing communications, as well as non-marketing executives taking on increased marketing roles. Participants have included vice-presidents and directors of marketing; marketing managers; communications specialists; national, regional, and global business managers; brand, category and product managers; and advertising and creative managers.

Trust the experts

Joseph Sherren

Biography Joe Sherren, President of Ethos Enterprises Inc., is a management effectiveness expert who has spoken to more than 4,000 audiences in over 30 countries in the areas of leadership, team development and group motivation. His corporate experience includes 25 years in senior management pos...


Cy Charney

Biography Cy Charney is one of the Schulich School of Business, York University’s top instructors. As a leading Canadian thought leader in the area of organizational performance, Cy has developed a variety of unique interventions to help organizations in both the private and public sector become...


Lee Godfrey

Biography Lee is one of Canada’s leading experts on e-marketing planning, online branding and communications strategy. She has 25 years of experience in traditional and new media marketing, and acts as a consultant to companies in the financial, human resources, automotive, telecommunications, r...


Alan Middleton

Biography Executive director, Schulich Executive Education Centre (SEEC) and professor of marketing in the Schulich School of Business at York University. BSc (London, UK); MBA & PhD (Schulich) After a stellar 25-year career as a marketing practitioner with Esso Petroleum, UOP Inc. then ris...


Ingo Holzinger

Biography Ingo Holzinger is a professor of Organization Studies in the Schulich School of Business at York University. His research and teaching interests include leadership, creativity and organizational change. As a teacher, Ingo is passionate about developing his students’ skills in seeing th...


Jane-Michelle Clark

Biography Jane-Michèle is president of a mid-size marketing firm that develops effective business strategies, integrated marketing campaigns and customer retention programs for B2B and B2C companies in multiple sectors. She has 30 years agency, client-side and non-profit experience in Canada, th...


Jeannette Hanna

Biography As a strategist with 30 plus years of experience, Jeannette’s placebrand assignments include Destination DC, Downtown DC, Raleigh NC, Waterfront Toronto, City of Mississauga, the Niagara Region of Ontario, as well as communications consulting for Bermuda’s Cultural Map. She lead the br...


Steve Pulver

Biography No biography available. Areas of Interest Innovation and Entrepreneurship Marketing


David Elsner

Biography David is the President of DHE Consulting where he leverages over 20 years of experience working with leading organizations across industries, helping guide them to make use of their data assets and providing solution implementation. An experienced lecturer and trainer, David provides a...


Course reviews

What Participants are Saying - Marketing Communications

MC Marcom - Alan Middleton

Jeanette Hanna

Steve Pulver

Ajay Sirsi - Module 4

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