Marketing Management - Professional Sales
Overview
Being a marketing manager requires a combination of creativity, strategic thinking, and effective communication skills to develop and execute successful marketing campaigns that drive business growth.
This program offers a comprehensive range of benefits for students aspiring to excel in the field of marketing. Students are provided with a strong foundation in marketing fundamentals and are equipped with essential knowledge and skills to navigate the dynamic Canadian business environment. Students will learn about the various aspects of marketing, including understanding the marketing environment, consumer and business behaviour, marketing intelligence, and the design and implementation of effective marketing strategies. This prepares them for more advanced marketing courses and helps them understand how marketing concepts apply in a globalized business landscape.
Furthermore, the program focuses on key areas of marketing specialization, such as digital marketing, integrated marketing communications, and business intelligence. Students will gain practical knowledge in utilizing digital channels, search engine optimization, social media marketing, and content strategy. They will also learn how to effectively coordinate different promotional methods and media platforms to create consistent and impactful marketing communications. In addition, students will develop skills in data analysis and research techniques, enabling them to gather and interpret high-quality data for strategic decision-making and understanding market trends.
The program offers a comprehensive curriculum covering diverse aspects of marketing, providing students with a strong foundation, specialized knowledge, and practical skills. By combining theoretical concepts with real-world case studies, simulations, and applied learning exercises, students will be well-prepared to navigate the complex marketing landscape, make informed decisions, and succeed in various marketing roles and industries.
Toronto - A Great Place to Study
Hear from our staff and students about why our Toronto campus gives you a great, well-rounded education in a bustling city centre.
Achieve your goals while immersing yourself in Canadian culture.
This Lambton College program is licensed to and delivered by Cestar College (PDF), a licensed private career college in Toronto, Ontario. Students who are registered at 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.
Admission Requirements
- University degree, college diploma, or advanced diploma
- Equivalent experience in a business setting
-or-
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 a program or course at any time; to change the program curriculum as necessary to meet current competencies or changes in the job market; to change the pathways to 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
- IELTS of 6.5
-or-
IELTS of 6.0 + Completion of EAP-3106 (English for Academic Purposes) during the first term of study
- or -
- TOEFL iBT 79
-or-
ITOEFL 70 + Completion of EAP-3106 (English for Academic Purposes) during the first term of study
- or -
- 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.
Hear from a Graduate
"All of the disciplines contributed somehow to the activities I perform today, especially marketing strategy, customer value creation, and data mining techniques.
But I would highlight the college period helped me to develop confidence and improved my presentation skills in a second language. I now feel comfortable presenting and speaking in from of large groups."
~currently working at Macrodyne Technologies Inc.
Costs
- Term 1 $8,850.00
- Term 2 $8,300.00
- Term 3 $8,760.00
- Co-op Term $0.00
Total Cost of Program
Tuition fees are estimates and are subject to change each academic year. Fees do not include books (unless specifically noted), supplies or living costs.
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.
Additional Fees
WIL Project Fees
Students who are not successful in securing a co-op or fail to meet the co-op requirements will need to register in CPL-5559 WIL Project.
There is an additional fee of $2,480 for each student enrolled in the WIL Project course.
Textbooks
The anticipated cost for textbooks in this program is approximately $500 - $700 per term. This amount accounts for both mandatory textbook costs (included in tuition fees) as well as textbook fees not included in your tuition fee amount.
Important Dates, Deadline & Late Fees
For additional information on registration dates, deadlines and late fees please refer to Registration Dates and Deadlines.
Student Fees
A student services fee is included in your tuition.
Health Insurance Coverage
Emergency medical insurance is mandatory for all international students at Lambton College. This includes students who are full-time and part-time and who are on a co-op. This insurance is provided by GuardMe - a third party insurance provider.
See Insurance Costs & Details
Technology Requirements
In order to keep pace with the requirements of each and every course in your program, Lambton College requires that each student have access to a laptop while studying at our college.
Courses
Marketing Fundamentals
This introductory marketing course provides students with a comprehensive overview of the principles, concepts, and practices of marketing. Marketing plays a critical role in today's business landscape, helping organizations effectively connect with their target audiences, create value, and drive business success. This course explores the fundamental theories and techniques of marketing while also emphasizing the role of sustainability in creating long-term value for businesses, society, and the environment. Students are introduced to various marketing components, including consumer and business buying behaviour, customer segmentation, marketing research, product development, pricing, distribution, and integrated marketing communications.
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.
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, incorporating inclusivity and diversity. 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.
Business Analytics
Strong computer skills are essential to finding Canadian employment in management and administration. This Business Analytics course introduces the use of data-driven techniques to identify and solve business problems. Students will learn key concepts of data analysis, from data collection and preparation to the application of predictive analytics models. 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 applications in the computer lab; through case studies and hands-on activities, students will learn to use Excel functionality more effectively in analyzing, interpreting, and visualizing data. Students will gain an understanding of the importance of data in today's business environment and will develop the skills necessary to identify, analyze, and utilize data for making better industry-specific decisions through case analysis.
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.
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.
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.
Consumer Behaviour & Trends
Consumer behaviour is one of the most exciting areas in the study of marketing. Every day, a variety of media inform, persuade, and influence our purchase decision. These media compete with other stimuli for our attention and our hard-earned money. In studying consumer behaviour, students learn how marketers identify and work with these sources of influence, how we think and how we process information. Students also learn how their relationships with others and their dreams and aspirations help shape their product choices and purchase decisions. The evolving topic of sustainable consumption is discussed as brand accountability, legislation and governance continue to set the direction for more purposeful practices.
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.
Ethical Leadership & 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.
Business Intelligence I
This course 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. Students develop their research technology skills by learning how to locate, evaluate, and qualify high-quality data. Students strengthen their ability critically interpret and evaluate the data collected and suggest potential trends and implications. An important focus of the course is learning to create appropriate tables, graphs, and infographics that aid in understanding and visualizing the data. Through a series of research assignments, students learn to craft high-quality written reports, presentations and infographics with accurate references and citations. Throughout the course, students are exposed to a wide variety of government, business, and economic information expanding their knowledge of the dynamic business environment.
Job Search & Success
This course provides student with skills and knowledge to help support their career search and succeed in the workplace. Students align their personal skill set and goals to guide them on their career paths. They will learn how to effectively conduct a job search, build a professional and well-tailored resume and cover letter, and develop and practice interview techniques. Students will also develop their personal brand to help support effective career networking and aid in their job search. Teamwork and collaboration in the workplace are also discussed. Self-reflection is used to inspire insight and support their professional career journey.
Strategic Sales & 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.
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.
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.
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.
Entrepreneurship I
As the first of a two-part capstone, students use an entrepreneurial and project management approach to assess the viability and sustainability of a business idea. Students explore the United Nations 17 Sustainable Development Goals (SDGs) examining the role of businesses in addressing global challenges such as poverty, climate change, and inequality, by conducting a thorough research analysis and delivering a feasibility study for a new entrepreneurial venture. Students engage in team building, meeting strategies, and project planning activities that emphasize the importance of equity, diversity, and inclusion in fostering an inclusive learning environment. Students develop creativity, critical thinking, and problem-solving skills within the context of business entrepreneurship. These activities enhance leadership and communication abilities, essential for success in the business world.
Customer Value Creation
Understanding what customers value has become imperative with organizations. 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.
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.
WIL Project
Work Integrated Learning (WIL) Project is aimed at enriching students by connecting different program areas of study, cutting across subject-matter lines, and emphasizing unifying concepts. The focus of the WIL Project is to make connections between study and industry by engaging students in relevant and meaningful activities that are connected to and practiced within the professional workplace. WIL Project allows students to enhance and strengthen their employability prospects post-graduation by fine tuning skills and knowledge and meeting the expectations of 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.
Contact
Centre for Global Engagement
LAMBTON COLLEGE SARNIA
1457 London Road
Sarnia ON, N7S 6K4
After Graduation
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.
Looking for Support After Graduation?
The International Graduate Services & Support Centre (GSSC) is a place dedicated to assisting International alumni as they seek employment and settle into Canadian life following graduation.
Post-Graduate Employment
International students who successfully complete their programs of study at Lambton College may be eligible to apply for a Post-Graduation Work Permit (PGWP) Program. This program allows students to gain valuable Canadian work experience.
A work permit under the PGWP may be issued for the length of the study program, up to a maximum of three years. A post-graduation work permit cannot be valid for longer than the student's study program, and the study program must be a minimum of eight months in length. The length and approval of the PGWP is determined solely by Immigration, Refugees and Citizenship Canada (IRCC).
Students must meet the eligibility requirements to apply for a post-graduation work permit.
Immigration Regulations & Changes
Immigration regulations are legislated by the Federal Government of Canada and are subject to change at any time without notice. Students are responsible for ensuring that they are in compliance with all Immigration, Refugees and Citizenship Canada regulations at all times during their studies and while in Canada. Lambton College staff are not authorized to provide advice or guidance on immigration-related matters. Prospective applicants and current students should consult the Immigration, Refugees and Citizenship Canada website or call the IRCC Call Centre at 1-888-242-2100 to answer or clarify any immigration-related questions or information.
Co-op
About Co-op
Students in this program have the opportunity to gain valuable work experience by applying classroom learning during co-op experiences.
Learn more about co-op terms and the roles and responsibilities of students and co-op advisors.
More Information
Student Responsibilities
- Course and program delivery schedules are proposed and subject to change for each intake.
- Students are required to bring their own laptop with wireless capability.
- Students are advised to bring an official copy of their most recent police clearance, driver's license, and vaccination record from their home country.
Technology Requirements
It is required that students purchase a laptop with a Windows operating system.
Internet Speed Requirements
For best performance for students learning remotely, an internet connection with a minimum of 40 Mbps download and 10 Mbps upload speed is recommended in order to effectively use video conferencing and remote lecture delivery software as well as, other online resources remotely. Due to the large area over which students may be dispersed, we are unable to recommend a specific provider, so you will need to inquire around your area to find one that best suits your needs.
Minimum Laptop Requirements
In order to access the internet and virtually-delivered software and courseware, student laptops should include the following at a minimum. By meeting the following specifications, students will be equipped to access software and courseware on their laptop through the internet:
- Intel i5 8th Gen Processor or equivalent
- 16 GB of RAM (with a minimum of 8 GB)
- 100 GB HDD or more
- HD Graphics
- Webcam with a microphone
- Wireless 802.11n/ac 5ghz capable
- Windows Operating System (Windows 11)
Software
To ensure students are getting the most our of their classroom experience, some software will be required.
Lambton College has made this software easily accessible online. Students can leverage our Microsoft Office 365 software packages and services. In addition, much of the software you require for your courses will be available on demand for use on any device - on or off campus.