Masters Certificate in Marketing Communications Leadership
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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!
Course content details
Module 1 3 days
Meeting the New MarCom Challenges
The new Reality for the MarCom Leader
- Understand the latest trends impacting MarCom such as the changing media environment, IMC, ROI, internal alignment of marketing with other departments, globalization of MarCom and changes in the client/agency relationship
- Assess 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 effective marketing communications plans
- Consider return on investment to move your business forward
Introduction to the Case Site and Learning assignment*
- Discuss the expectations and deliverables of the group assignment
- Learn about the strategy and the experiences of marketing experts at the case site
Special evening session: Please note that on Day 2, September 27, class will run from 9 am to 8 pm (lunch and dinner are included)
Digital Media and Marcom
- 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
Module 2 3 days
Cutting Edge Approaches for Success
Building and Managing External and Internal Brands
- Deepen the relationship of your brand to your internal corporate culture and to the marketplace
- Assess the authenticity of your branding message
- Leverage the connection between employee engagement and brand messaging
Building Better Sponsorship Programs
- Determine where sponsorship fits in marketing communications
- Explore best practices in sponsorship
- Consider how to value and measure the success of sponsorship
Big Data and Data Visualization for MarCom
- Identifying patterns and trends
- Learn how to interpreting and gain insight from structured and unstructured data
- Apply the latest developments in business analytics to marketing communications
Leadership for Marcom
- Improve your leadership skills
- Learn to leverage your personal leadership style to effect change in your organization
Module 3 3 days
Developing Skills for Maximum Effectiveness
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
Legal issues in MarCom
- Learn how to manage in today’s regulatory environment
- Understand the rules and learn how to avoid the pitfalls of new regulations
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
The ‘new School’ of Communications: Where does Public Relations fit in?
- Examine the evolution of public relations within the marketing equation and identify clients’ expectations
- Gain a better understanding of new career opportunities within public relations
- Explore the shift from public relations to public engagement and the role of social media in shaping public relations strategies
Module 4 2 days
Integration for High Performance
Making Your Organization Customer Centric
- What is customer centricity and why is it important now?
- Barriers to building a customer-centric business
- How to make your business customer centric
Project Presentations, analysis & Panel Discussion
- Present group projects
- Discuss best practices in marketing communications
- Graduation ceremony and lunch
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.