Strategic Marketing Communications

Notice:

We commit to a 4-day schedule, including some late afternoon, evening, and Saturday classes at our Waterloo Campus.
Students in this program are required to bring a mobile device that meets minimum specified requirements.
This is an eText program. Learn about our eText initiative.

About the Program

Strategic Marketing Communications is an experiential, career-focused program for graduate students who want to learn how to work in the multiple roles expected in the marketing and communications fields. Graduates will enter an evolving area of the communications sector. The move to integrate the ways an organization communicates to its internal and external stakeholders has grown, in part, due to the pervasive use of social media which both enhances and challenges communicators globally. All sectors of business and not-for-profit organizations must now manage both offline and online images and messages for consistency across the traditional silos of marketing, sales, advertising, and public relations. While graduates have the knowledge to work in these diverse fields, they do so by integrating the disciplines with a common strategic direction, to achieve the goals of the organizations that employ them. This strategic approach is emphasized through the planning phase and reinforced as students learn to produce professional collateral and digital content using industry-standard technology and emerging social platforms. Learning culminates in a client-based capstone project to develop an integrated marketing communications plan.

Program Information

Length: Two-year Ontario College Graduate Certificate program
Delivery Sequence:
         Kitchener - September/2020 - Fall | Winter | Fall | Winter
         Kitchener - January/2021 - Winter | Spring/Summer | Fall | Winter
         Kitchener - May/2021 - Spring/Summer | Fall | Winter | Spring/Summer
Location: Kitchener (Downtown)
Start: September, January and May
First-Year Capacity: September and January 70, May 35

Admission Requirements

A two- or three-year diploma or a degree from an accredited college or university.

Admission Procedures

Program Requirements



Students in this program are required to bring a laptop computer that meets minimum specified requirements.

This is an eText program. Learn about our eText initiative.

Tuition & Fees

Domestic fees are currently unavailable; please check back at a later time.

International fee details for the 2019-2020 year are listed below. Fees for the next academic year are unavailable at this time. Books and supplies are additional.

International Fees

Estimated International fees based upon the previous academic year (2019 / 2020) for
Strategic Marketing Communications - Program # 1403


Kitchener - Winter 2020 Level 1 & 2 (Program Start: 2020-01-13)
Description Winter 2020 Spring 2020
Recreation/Athletics Fee $0.00 $0.00
Technology Enhancement Fee $135.00 $135.00
Capital Development Fee $0.00 $0.00
CSI Health Plan Fee $197.65 $0.00
ISR $375.00 $375.00
ONE Card Fee $7.00 $7.00
eText Fee $167.00 $73.00
CSI Legal Protection $18.76 $0.00
Capital Development Fee - Waterloo $0.00 $0.00
CSI International Health Fee $335.00 $0.00
Grad. Cert. Program Tuition $6500.00 $6500.00
CSI Advocacy Fee $12.50 $12.50
CSI Event Fee $40.00 $40.00
CSI Student Clubs $3.50 $3.50
Locker Fee $0.00 $0.00
Alumni Services $5.00 $5.00
Student Spaces $10.00 $10.00
Graduation fee $15.00 $15.00
Academic Support Fee $18.00 $18.00
CSI Academic Support Fee $5.00 $5.00
Health and Wellness Fee $20.00 $20.00
CSI Health and Wellness Fee $10.00 $10.00
Career Services Fee $10.00 $10.00
CSI Career Services Fee $10.00 $10.00
Session Total $7894.41 $7249.00
Year Total   $15143.41

Kitchener - Spring 2020 Level 1 (Program Start: 2020-05-11)
Description Spring 2020
Recreation/Athletics Fee $0.00
Technology Enhancement Fee $135.00
Capital Development Fee $0.00
CSI Health Plan Fee $97.35
ISR $375.00
ONE Card Fee $7.00
eText Fee $167.00
CSI Legal Protection $18.76
Capital Development Fee - Waterloo $0.00
CSI International Health Fee $165.00
Grad. Cert. Program Tuition $6500.00
CSI Advocacy Fee $12.50
CSI Event Fee $40.00
CSI Student Clubs $3.50
Locker Fee $0.00
Alumni Services $5.00
Student Spaces $10.00
Graduation fee $15.00
Academic Support Fee $18.00
CSI Academic Support Fee $5.00
Health and Wellness Fee $20.00
CSI Health and Wellness Fee $10.00
Career Services Fee $10.00
CSI Career Services Fee $10.00
Session Total $7624.11
Year Total $7624.11

Waterloo - Fall 2019 Level 1 & 2 (Program Start: 2019-09-03)
Description Fall 2019 Winter 2020
Recreation/Athletics Fee $0.00 $0.00
Technology Enhancement Fee $135.00 $135.00
Capital Development Fee $0.00 $0.00
CSI Health Plan Fee $295.00 $0.00
ISR $375.00 $375.00
ONE Card Fee $7.00 $7.00
eText Fee $167.00 $73.00
CSI Legal Protection $28.00 $0.00
Capital Development Fee - Waterloo $48.00 $48.00
CSI International Health Fee $500.00 $0.00
Grad. Cert. Program Tuition $6500.00 $6500.00
CSI Advocacy Fee $12.50 $12.50
CSI Event Fee $40.00 $40.00
CSI Student Clubs $3.50 $3.50
Locker Fee $5.00 $5.00
Alumni Services $5.00 $5.00
Student Spaces $10.00 $10.00
Graduation fee $15.00 $15.00
Academic Support Fee $18.00 $18.00
CSI Academic Support Fee $5.00 $5.00
Health and Wellness Fee $20.00 $20.00
CSI Health and Wellness Fee $10.00 $10.00
Career Services Fee $10.00 $10.00
CSI Career Services Fee $10.00 $10.00
Session Total $8219.00 $7302.00
Year Total   $15521.00

Waterloo - Winter 2020 Level 1 & 2 (Program Start: 2020-01-13)
Description Winter 2020 Spring 2020
Recreation/Athletics Fee $0.00 $0.00
Technology Enhancement Fee $135.00 $135.00
Capital Development Fee $0.00 $0.00
CSI Health Plan Fee $197.65 $0.00
ISR $375.00 $375.00
ONE Card Fee $7.00 $7.00
eText Fee $167.00 $73.00
CSI Legal Protection $18.76 $0.00
Capital Development Fee - Waterloo $48.00 $48.00
CSI International Health Fee $335.00 $0.00
Grad. Cert. Program Tuition $6500.00 $6500.00
CSI Advocacy Fee $12.50 $12.50
CSI Event Fee $40.00 $40.00
CSI Student Clubs $3.50 $3.50
Locker Fee $5.00 $5.00
Alumni Services $5.00 $5.00
Student Spaces $10.00 $10.00
Graduation fee $15.00 $15.00
Academic Support Fee $18.00 $18.00
CSI Academic Support Fee $5.00 $5.00
Health and Wellness Fee $20.00 $20.00
CSI Health and Wellness Fee $10.00 $10.00
Career Services Fee $10.00 $10.00
CSI Career Services Fee $10.00 $10.00
Session Total $7947.41 $7302.00
Year Total   $15249.41

Financial Assistance

Financial Assistance is not available for this program.

Graduate Opportunities

Graduates will have the knowledge to work in multiple roles in the marketing and communications sectors by integrating the disciplines with a common strategic direction, to achieve the goals of the organizations that employ them. These include public relations, marketing communications, internal and external communications, social media managers, consultants and more.

For more details on related occupations, job market information and career opportunities, see the Government of Canada website: https://www.jobbank.gc.ca/home

Pathways & Credit Transfer

Conestoga pathways enable students to build on their academic achievements in order to earn a degree or additional credential. Pathways are formed through agreements between Conestoga programs or partner institutions.

Often applicants have earned credits from another college or university that may allow a student to be granted advanced standing or exemption. Learn more about credit transfer opportunities at Conestoga.

Prior Learning Assessment and Recognition (PLAR)

Conestoga recognizes prior learning of skills, knowledge or competencies that have been acquired through employment, formal and informal education, non-formal learning or other life experiences. Prior learning must be measurable at the required academic level and meet Conestoga standards of achievement for current courses. Challenge exams and portfolio development are the primary methods of assessment. Other methods of assessment may be available depending upon the nature of the course objectives. Successful completion of the assessment results in an official course credit that will be recorded on the student's Conestoga transcript. PLAR cannot be used by registered Conestoga students for the clearance of academic deficiencies, to improve grades or to obtain admission into a program.

Learn more about PLAR.

Program Courses

Course Details (1403)
Course Code Course Title and Description
Level 1
ADVT8101 Advertising for Integrated Marketing Communications

Description: This course explores the principles of advertising and promotion for products and services in business-to- consumer and business-to-business markets as a part of integrated marketing communications. An emphasis on both offline and online approaches to planning, implementing and evaluating advertising and promotional activities prepares students to create balanced and effective plans. Students are introduced to promotions, point of purchase, direct response, and media planning techniques.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

COMM8260 Writing Essentials

Description: Employers in the marketing communications field expect a high level of competence in English writing. This course emphasizes a solid foundation in English writing skills with a focus on grammar, punctuation, and proper sentence structure. Students expand their English vocabulary and ability to write more complex information through a variety of writing and reading exercises which support the writing requirements in a graduate level program, and in the communications field.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

CON0101 Conestoga 101

Description: This self-directed course focuses on introducing new students to the supports, services, and opportunities available at Conestoga College. By the end of this course, students will understand the academic expectations of the Conestoga learning environment, as well as the supports available to ensure their academic success. Students will also be able to identify on-campus services that support their health and wellness, and explore ways to get actively involved in the Conestoga community through co-curricular learning opportunities.
Hours: 1
Credits:
Pre-Requisites:
CoRequisites:

MKT8071 Sales

Description: This course introduces students to the sales process for both business-to-business and business-to-customer transactions. Students learn strategies for selling creative concepts through numerous role playing exercises. Students examine the negotiation process and strategic approaches to develop, strengthen, and manage customer relationships.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

MKT8291 Marketing

Description: This course explores marketing principles with an overview of the marketing process from product or service development up to launch/promotion with a focus on the analytical techniques useful to marketing management. Students explore the factors a marketer will consider when introducing a new or extended product or service, learn how to analyze the public response to products and services, and assess how new and emerging technologies are used in the marketing planning and evaluation processes. The social, economic, geographic, legal and competitive issues that impact product development, packaging, and distribution channels are examined.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PLAN8010 Strategic Planning

Description: This course explores the application of a strategic approach to integrated communications planning to create a unifying discipline that maximizes communications impact on consumer awareness, attitude and behaviour. Students learn to create links between corporate planning and integrated communications planning.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN8101 Public Relations

Description: Public relations is a strategic approach to conducting business that encompasses at its core the reputation of the organization and its relationships with various stakeholders including internal and external publics. Students explore a variety of disciplines within the public relations field including corporate communications, community relations, media relations, issues management and marketing communications. Public relations can play a supporting role to marketing initiatives in a consumer-focused environment or it can play a leading role laying the groundwork for relationships important in both private sector and not-for-profit organizations. The ethical codes of conduct followed by professionals in the industry are assessed for their application to real world ethical dilemmas. As students explore the principles of public relations as an effective management strategy, they learn how to develop campaigns and programs as part of an integrated communications strategy.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

RSCH8060 Secondary Research for Communications Professionals

Description: This course is an introduction to the core principles of research, and their relevance and importance to strategic planning and informed decision making. The focus for this course is on secondary research. Instruction on how to access the industry-standard databases and resources is emphasized.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

Level 2
ADVT8121 Digital Tools and Analytics 1

Description: This course introduces students to a variety of industry standard and emerging digital tools used in marketing communications with an emphasis on the business use of social media networks and social media marketing. Students focus on how to integrate online tactics with offline strategies as a part of marketing communications planning that understands audience expectations and meets client needs. Students explore tools that manage online activity, tracking and analysis and are introduced to a variety of tools that support online activity such as public relations/customer relation management, sales tracking, email marketing, behavioural advertising, and inbound marketing. Students are introduced to topics such as navigation structure and keywords that enhance website search engine optimization and search engine marketing. The ethics of online marketing communications strategy is also emphasized.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

BUS8360 Business with International Applications

Description: This course provides a starting point to understanding the functions of business and the similarities and differences between Canadian business and business operations in other countries. Economic systems and forms of business organization are evaluated. Students examine the major functions of business (management, human resources, production, marketing and finance) in the Canadian environment and compared to the international environment.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

COMM8071 Corporate Communications 1

Description: Students learn the art and science of communicating messages within a corporate environment. An emphasis is placed on writing concise, grammatically correct copy for a variety of forms of business communications, from emails to business reports. An emphasis is placed on how to frame and respond in a variety of business settings with a focus on the communications field. The value of a writing plan is emphasized and practiced.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

MDIA8000 Creative Strategies: Media Tools 1

Description: This course explores current strategies and technologies used in the integrated communications environment, focused on visual communications. Students learn ways to generate ideas to create visual, digital and print content using industry standard software and new digital technologies as they emerge.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

MKT8011 Branding Strategy

Description: Students develop a clear, comprehensive branding strategy for a new product or service to demonstrate their understanding that a brand is much more than a name or logo differentiating a corporate identity. A brand is the totality of how consumers see, experience, feel about and respond to a product or service in the marketplace. This course considers how effective branding is the strategic glue that holds an IMC plan together; it ensures the desired consumer messaging - and most relevant means of engagement - are integral to every point of public contact.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

RSCH8020 Primary Research for Communications Professionals

Description: Building of the research process skills developed in Secondary Research for Communications Professionals, this course focuses on primary research (Quantitative and Qualitative), as it relates to the integrated communications field. Students explore diverse research methodologies and conduct a variety of primary research projects that are designed to be integrated with other classes throughout the semester. The goal is to empower students with primary consumer insights that can be used for analysis and informed decision making.
Hours: 42
Credits: 3
Pre-Requisites: RSCH8060
CoRequisites:

Level 3
ADVT8141 Digital Tools and Analytics II

Description: This course builds on the introductory nature of the Digital Marketing and Analytics course in first semester. There is a stronger emphasis on reporting and analytics, search engine optimization (SEO), search engine marketing (SEM) and other emerging forms of digital and content marketing. A combination of strategic and creative tools such as blogs and podcasts are evaluated. Students enhance their understanding of the appropriate use and measurement of online promotional activities in support of integrated marketing communications strategy.
Hours: 42
Credits: 3
Pre-Requisites: ADVT8120, ADVT8121
CoRequisites:

COMM8240 Corporate Communications 2

Description: This course continues to build writing skills as students learn the process of developing creative copy for targeted communications materials. Students develop strategic and creative messages, learn to collaborate with designers and photographers, and are exposed to print or publishing requirements as part of the process. Assignments integrate the skills students are learning in the Multi-Media and Digital Tools courses for the implementation of a variety of corporate collateral, both print and online.
Hours: 56
Credits: 4
Pre-Requisites: COMM8071
CoRequisites:

FIN8251 Budgets and Finance for Communicators

Description: This course prepares students to properly determine and account for the cost of various strategies in an integrated communications plan. The importance of vendor relationships is highlighted. The course focuses on what needs to be included when assessing costs, how to establish a budget, and how to present it within an integrated plan that garners support and understanding from senior management.
Hours: 21
Credits: 2
Pre-Requisites:
CoRequisites:

MDIA8010 Creative Strategies: Media Tools 2

Description: This course builds on skills learned in Creative Strategies and Multimedia Tools 1 with a focus on advanced production of digital visual communications using industry standard software. Video creation and production for online applications, including social media, event and trade show presentations are explored at a more advanced level. An introduction to website design exposes students to basic coding which enables them to produce a simple site with full functionality on desktop and fully responsive design for mobile applications.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

MGMT8095 Project Management

Description: Even brilliant strategic vision is worthless without solid execution. This course embraces this mantra and equips students to plan, organize, manage and evaluate the myriad projects driving a successful IMC campaign. It examines mainstream project management models and resources, and challenges students to apply these tools effectively in the development of detailed project management plans for specific initiatives within various media.
Hours: 28
Credits: 2
Pre-Requisites:
CoRequisites:

MGMT8240 Client and Vendor Relationship Management

Description: This course explores the interdependency between internal and external stakeholders in the form of specialist vendors who provide services to marketing and communications professionals, particularly those working in global or diverse markets. Students learn how to define who the client is, whether they be internal or external, and to understand and respond to their needs and expectations within the context of fulfilling communications and business objectives.
Hours: 21
Credits: 2
Pre-Requisites:
CoRequisites:

PLAN8020 Event Planning

Description: A well-executed event is a powerful tactical component of an integrated marketing communications strategy. In this course, students learn how to plan, organized, manage and evaluate projects and events in the implementation of integrated marketing communications plans. Students are challenged to apply project management principles in the development and execution of a corporate event they envision and plan.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

Level 4
BUS8391 Business Ethics and Leadership

Description: This course introduces students to ethical principles and theoretical models that can and should be applied in IMC/corporate communications practices. Ethical dilemmas confronting communications professionals are explored and evaluated to enable students to create strategies and tactics that align with the ethical values of organizations. Students explore the qualities of effective leadership and the variety of decision-making models used by industry professionals. Students assess their own approach to leadership and reflect on their own styles and how that could impact their career aspirations. Debate, discussion, presentation, and reflection in class contributes to the student's growing awareness of these important topics.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

CDEV8131 Career Management

Description: This course focuses on career management skills needed to navigate the evolving workplace. Students will evaluate their skills, attitudes, and expectations within their chosen careers and explore emerging trends in the workplace. Students will refine their networking strategies and create marketing documents to position them for success. Mock interviews will provide the opportunity for practice, feedback and reflection as students prepare for future interviews. Students will explore communication strategies that support workplace success and advancement. By the end of this course, students will have created a personalized career management plan.
Hours: 28
Credits: 2
Pre-Requisites:
CoRequisites:

COMM8250 Integrated Marketing Communications

Description: This course emphasizes how to integrate key concepts related to an IMC (Integrated Marketing Communications) framework into a targeted plan. Students use communication concepts, creative approaches, and media alternatives to prepare a plan for a live client. Strategic planning across disciplines is emphasized.
Hours: 33
Credits: 2
Pre-Requisites:
CoRequisites:

PRLN8041 Capstone

Description: This course is the final culminating project for the program. Over the last three weeks of the final semester, students are challenged to develop an integrated marketing communications plan for a real client. The student presents the plan to the client in front of a panel of faculty.
Hours: 28
Credits: 2
Pre-Requisites:
CoRequisites:

PRLN8121 Media Relations and Crisis Communications

Description: This course prepares students to establish and nurture respectful and valuable relationships with news media through developing an understanding of what constitutes news and how to interact with the media in any situation. Students learn how to write news releases, handle media interviews, and develop media kits that will enhance their professional reputation in the eyes of the media. Students also explore crisis communications and assess the ways in which a communications professional responds when the news isn't positive. The use of social media and the evolving news industry is highlighted in relationship to the communications profession.
Hours: 56
Credits: 4
Pre-Requisites: PRLN8100 or PRLN8101
CoRequisites:

PRLN8170 Advanced Presentation Skills

Description: This course builds upon presentation skills, with a focus on how to present an integrated communications plan to either external or internal clients. Public speaking, crisis communications and use of non-traditional multimedia are explored.
Hours: 33
Credits: 2
Pre-Requisites:
CoRequisites:

Program Outcomes

Program Advisory Committees

The College appoints Program Advisory Committee members for diploma, degree, certificate and apprenticeship programs. Committees are composed of employers, practitioners and recent program graduates. College representatives (students, faculty, and administrators) are resource persons. Each committee advises the Board on the development of new programs, the monitoring of existing programs and community acceptance of programs.

For a list of the current members, please visit our Program Advisory Committees.

Apply Now

International students should apply online using a Conestoga College International Application Form. Please note: not all programs are open to international students. Interested students should check the listing of open programs on our international students web page before applying.
For additional program information, call the Information Centre at 519-748-5220 ext 3656.

Disclaimer

The College reserves the right to alter information including requirements and fees and to cancel at any time a program, course, or program major or option; 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 in the job market or for budgetary reasons; 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, over-acceptance of offers of admission, budgetary constraints, or for other such reasons. In the event the College exercises such a right, the College’s sole liability will be the return of monies paid by the applicant or student to the College.

Students actively registered in cohort delivered programs who take longer than the designed program length of time to complete their studies are accountable for completing any new or additional courses that may result due to changes in the program of study. Unless otherwise stated, students registered in non-cohort delivered programs must complete the program of study within seven years of being admitted to the program.

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