Marketing & Communications Strategy (MRK)

About the Program

If you are an international student looking to work in the Canadian marketing industry, Seneca’s two-year Marketing & Communications Strategy graduate certificate program is for you.

The program covers marketing fundamentals, content creation and presentation skills, as well as how to execute a marketing communications project from ideation to evaluation. You will have access to resources and technology such as Adobe Creative Cloud, social media applications and artificial intelligence software to gain practical skills that you can apply in the workplace.

A key aspect of the program will be an introduction to the Canadian marketing industry, which will be examined within a global context. The program will also highlight principles of equity, diversity and inclusion, such as the Accessibility for Ontarians with Disabilities Act and Universal Design for Learning Requirements.

To help you prepare for your career and gain real-word industry experience, the program incorporates experiential learning, networking opportunities and a mandatory work term.

Credential Awarded

Ontario College Graduate Certificate

Duration

4 Semesters (2 Years)

Starts

September

Program and Course Delivery

This program is offered in Seneca's hybrid delivery format with some courses available in Seneca's flexible delivery format. Some coursework is online and some must be completed in person. Students will need to come on campus to complete in-person learning requirements. For courses offered in the flexible delivery format, professors use innovative learning spaces and technology to teach students in a classroom or lab and broadcast in real time to students attending remotely. In flexible courses, students have the choice of coming on campus or learning online.

Skills

Throughout this program you will develop the following skills:

create persuasive presentations to pitch new business ideas
apply research and strategy to develop marketing communications plans
co-ordinate the production of print, digital and multi-media assets
develop strategic content for a variety of marketing channels

Work Experience

Mandatory Work Term

A mandatory program requirement in a formal work environment. The work term(s) is similar in length to an academic semester and typically involves full-time work hours that may be paid or unpaid. Students must be in good standing and meet all identified requirements prior to participating in the work experience. The successful completion of the work term(s) is required for graduation. Eligibility for participation does not guarantee that a work position will be secured. Fees are required for the mandatory work term regardless of success in securing a work position.

Your Career

When you graduate from this program, these are the types of career options you can explore:

marketing communications specialist
marketing co-ordinator
digital marketing specialist
digital analyst
digital media co-ordinator
social media specialist
market research analyst
content marketer

Program of Study

Course List
Course Code	Course Name	Weekly Hours
Semester 1
BAB100	Introduction to Canadian Business	3
MKM706	Marketing Fundamentals	4
MRK704	Research and Market Analysis	3
MRK705	Inclusive and Sustainable Business Practices	3
MRK707	Strategic Integrated Marketing Communications	3
MRK709	Introduction to Strategic Writing	3
MRK718	Presenting Complex Material	3
Semester 2
BMK817	Marketing Enabling Technologies	3
MRK724	Primary Market Research	3
MRK726	Digital Marketing	4
MRK728	Reporting and Analytics	4
MRK729	Advanced Strategic Writing	3
OPR725	Project Management	3
Semester 3
DMM200	Content Creation - Words and Pictures	3
DMM201	Content Creation - Audio and Video	3
MRK805	Intercultural Communications and Branding	3
MRK806	Sustainable and Cause Marketing	3
MRK807	Strategic Communications and Media Relations	3
MRK808	Career and Portfolio Development	3
SEM135	Event Project Management	4
WTP100	Work Term Preparation	1
Work-Integrated Learning Term
MRK908	Marketing and Communications Strategy, Work Term	25

This Seneca program has been validated by the Credential Validation Service as an Ontario College Credential as required by the Ministry of Colleges and Universities.

As a graduate, you will be prepared to reliably demonstrate the ability to:

Build and deliver marketing and communications plans that align with corporate/business goals.
Create strategic content for various marketing channels that adapts language, tone and presentation style to captivate diverse intended audiences.
Conduct research and apply data, insights, and trends to create and deliver strategic integrated marketing communications plans.
Adhere to professional ethics and relevant laws, when completing marketing communication projects to ensure professional readiness.
Use project management techniques and software to develop and execute a project plan.
Develop and manage relationships with key internal and external partners for personal and organizational growth.
Create persuasive and impactful client presentations and materials to share creative work, pitch new business ideas and/or summarize campaigns.
Select a strategic marketing communications practice to create an impactful campaign that resonate across cultural boundaries.
Create tactical and project budgets to meet client (or business) needs.
Use industry standard technologies to coordinate the production of print, digital and multi-media marketing communications assets to meet client (or business) goals.

Admission Requirements

Ontario university or college degree, or college diploma or equivalent.
The English proficiency requirements is IELTS 6.0 with no band lower than 5.0; or TOEFL IBT 79 with no sections lower than 16. Students may have the English condition waived if they have graduated from a recognized (Canada, USA, British, Australian, etc) college or university, where classes are conducted in the English language.

Learn about Seneca’s free English upgrading course and math upgrading course for applicants who don’t meet the high school requirements, as well as recommended upgrading for applicants who don’t meet their academic subject requirements.

International Student Information

International admissions requirements vary by program and in addition to English requirements, programs may require credits in mathematics, biology, and chemistry at a level equivalent to Ontario’s curriculum, or a postsecondary degree or diploma, equivalent to an Ontario university or college. Program-specific pre-requisite courses and credentials are listed with the admission requirements on each program page. To review the academic requirements please visit: Academic Requirements - Seneca, Toronto, Canada (senecapolytechnic.ca).