Leading firms view customers as assets and invest in developing those who manage them. This program transforms high-potential account managers into true business leaders, equipping them with the tools to drive growth, profitability and competitive differentiation with key customers. The curriculum is unprecedented and unparalleled. The collaborative learning model utilizes executives from leading firms and innovative subject experts who, together, represent a variety of business approaches offered in compelling, interactive sessions. The emphasis is on practical application of key concepts, focusing on participants specific work challenges en route to mastering the increasingly complex role of the customer manager. Participants will return to their firms better able to: bring solutions which enable customers to grow, differentiate and compete; influence customers’ business strategies while also securing mutual profitable growth; and manage the tradeoff between short-term revenue results and long-term investments in value creation.

Successful business people communicate well and understand how organizations work. They know how to assess business problems and develop workable and effective solutions. They understand how marketing, finance, and organizational behaviour impact business strategy and success. This program is designed for sales persons who will be working in with long sales cycles to large organizations. The program looks at managing the sales process and examine the possible influences within corporations and government departments. Topics covered: account strategy planning, partnership selling, application selling and managing activities for major accounts versus general accounts. This program focuses on creating a structure for account management personnel to develop a strategy to manage those critical relationships that ensure business success. This leads on to looking at the operational processes required to ensure effective account management, and good working relationships between both parties.

The Key Account Manager & Marking Advanced Certificate will help learners develop the knowledge and skills for a successful marketing career, whether learners are just starting out or have been working for a while.

They will build a strong foundation in business fundamentals and develop specialized knowledge and applied skills with your marketing option.


Program Learning Outcomes

Upon completion of the Program, graduates will be able to:

  • Identify, and respond to clients’ advertising and marketing communications objectives by applying marketing and communications principals;
  • Perform a market segmentation analysis to identify the organization’s target market/audience and define the consumer behaviour of each segment;
  • Develop an advertising and marketing communications plan and present and defend it persuasively;
  • Contribute to evaluating the effectiveness of an advertising and marketing communications initiative;
  • Collaborate in the development of advertising and marketing communications material in compliance with current Canadian legislation, industry standards and business practices;
  • Participate in the development of creative solutions to address advertising and marketing communications challenges;
  • Contribute to planning, implementing, monitoring and evaluating projects by applying project management principles;
  • Complete all work in a professional, ethical and timely manner;
  • Apply entrepreneurial principles to the marketing communications industry;
  • Incorporate concepts of social, environmental and economic sustainability in the development of marketing communications strategies
  • Understand the critical success factors for focusing on global customers as a firm’s most important asset.
  • Acquire skills for driving revenue, growth and profitability with strategic customers.
  • Learn to uncover and translate potential problems into mutually beneficial opportunities.
  • Develop new perspectives for building the customer-centric firm of the future including strategy, governance, and change.
  • Build commitment within the organization by applying new concepts and tools.
  • Apply lessons learned in a comprehensive Value Creation Project that delivers a tangible ROI to both their customers and their sponsoring firm


Instructional Activities, Design and Delivery Mode

This program’s maximum effectiveness entails that participants are challenged to identify a specific customer-centric leadership problem their sponsoring organization is experiencing to serve as the basis for a value-creation project. The program consists of a balanced set of insightful lectures, action learning workshops, case studies, group discussions, reflection sessions, and individual coaching and consultation with faculty. Each course forms a cornerstone of the comprehensive picture that participants will obtain through their focused sessions.

Evaluation of Student Learning

Evaluation of student learning is based on completion of course assignments or projects. Due dates and criteria for successful completion of each course assignment will be outlined by the instructor at the beginning of each course.

Courses and Outlines

Course NameCourse CodeCourse LevelCourse IDCourse CreditCourse Outline
Integrated Marketing CommunicationsKEAM-IMC1KEAM-IMC-0013In this course, students explore the relationships amongst all of the marketing mix elements, particularly promotion from an integrated perspective. Emphasis is placed on formal integrated marketing communications planning.
Public RelationsKEAM-PUR1KEAM-PUR-0013In this course, students are provided with an overview of public relations. It covers the roles and responsibilities of public relations professionals and introduces you to the tools and tasks of practitioners. Finally, it provides you with insight into industry challenges and trends.
Pitching the CampaignKEAM-PCA1KEAM-PCA-0013In this course, students learn how to prepare and present informal and formal advertising campaigns. The emphasis is on campaign pitches and presentations, through effective use of persuasive techniques. Students learn the art of "making the pitch" using current technology.
Campaigns and Professional PracticesKEAM-CPP1KEAM-CPP-0013All aspects of the marketing communications process are brought together in this course. Students utilize their learning to prepare communications plans and materials for both non-profit and profit-making clients which they have solicited. Students also prepare for their careers by developing a professional portfolio.
Account Management EssentialsKEAM-ACC1KEAM-ACC-0013Account management is an integral part of advertising agencies. This course introduces students to the account management function. Students learn how the account manager/coordinator works with creative and media teams and the client to prepare effective integrated marketing communications materials, which meet client business objectives.
Marketing EssentialsKEAM-MES1KEAM-MES-0013This course is an introduction to the fundamentals of marketing. In addition to the “four Ps” of marketing—product, price, place, and promotion—students will be introduced to how marketers create customer-driven marketing strategies based on their research and understanding of the marketing environment and customers. Students will develop a marketing plan and integrated marketing communications (IMC) plan based on a case study, which will be assessed on students’ application of marketing terminology and processes and in the professionalism of their work. Additionally, students will complete assignments, quizzes, and exams.
Personal SellingKEAM-PSE1KEAM-PSE-0013In this course, students learn the basic concepts and practices of relationship selling. The focus is on a "how to" approach, which stresses learning by doing through examples, exercises and role-playing of selling situations. The skills developed in this course are applicable in all aspects of life: course work, job search, career sales, and idea presentation.
Marketing ResearchKEAM-MRE1KEAM-MRE-0013Marketing Research is concerned, primarily, with the systematic gathering and analysis of primary and secondary information to significantly reduce uncertainty in major marketing problem areas. Exposure to problem definition, sampling, collecting, and interpreting data is experienced through discussion, case analysis, and group projects.
Advertising Design FundamentalsKEAM-ADF1KEAM-ADF-0013This course covers the planning and execution of black and white advertising and the principles of visual design as applied to layout and typography. It also covers the mechanics of print production and accompanying technical terms. The course will provide students with the knowledge to design the elements of what makes an ad successful. Students can apply this information in their careers by enabling them to identify and communicate requirements for their ads.
Digital MarketingKEAM-DIM1KEAM-DIM-0013This course focuses on the use of online advertising as a key digital marketing tool across the plethora of mobile and desktop web browsing environments, the emerging practice of programmatic bid for inventory with the objective of building effective communication programs. Students will be introduced to the most common industry tools, including achieving certificates by industry groups like Facebook and Google. The course will also equip the students to navigate the challenges faced by the industry like click fraud, viewability and Ad Blockers (to name a few).
Social MediaKEAM-SME2KEAM-SME-0023Social media has undoubtedly become a staple in the modern marketing arsenal and emerged as a powerful platform to create meaningful engagements with customers. Social media companies have grown outside the simple focus on social media engagement only and have now taken bold steps to use Artificial intelligence and Virtual Reality tools to power an immersive experience for customers, and invited brands to be part it. This course will equip students to design strategies for deploying on key social media platforms, build engagement plans, identify opportunities in the emerging space as well as deal with the challenges and risks of citizen journalism in real-time.
Media Buying and PlanningKEAM-MBP2KEAM-MBP-0023Media Management focuses on the development of the media plan and includes a study of media as an element of the marketing communication process, the development of advertising budgets, media selection methods, media buying processes and evaluation/control procedures. Students are introduced to a computerized advertising media analysis and decision-making tool.
Account Management AdvancedKEAM-AMA2KEAM-AMA-0023Techniques for increasing the penetration throughout the depth and breadth of the account are covered. In addition, the key issues of handling meetings, negotiations, building buyer needs, and understanding emotional influencers which motivate people to buy, are also examined and discussed. The course is very practical in nature, and includes exercises, that give students the opportunity to reflect on how the subject matter relates specifically to their existing accounts. The course also provides tips and ideas.
Advanced Advertising DesignKEAM-AAD2KEAM-AAD-0023In this course, students build on their understanding of advertising design. They are provided with the opportunity to explore and understand the relationship between creative design and client requirements for media choices. Students gain an understanding in the requirements, costs, and processes in the production of design work for various media placements.
Digital BrandingKEAM-DIB2KEAM-DIB-0023The traditional view of branding is going through significant transitions due to an array of influences including new technologies, Big Data and rapidly changing global demographics. This course takes a detailed look at the fundamentals of digital branding. The course is designed to help professionals gain a better appreciation for and a deeper understanding of best practices and developing trends in digital branding. It is also designed for consultants covering the marketing industry who are seeking insight into how to build a brand online - including multichannel marketing, social media, search, mobile, online advertising, email, and marketing automation. The course will present a combination of focused case studies, interactive exercises and a final project to foster new insights and strategies. Key topics include: (1) Best practices and trends in digital branding. (2) The user’s digital journey. (3)Customer relationship management (CRM) and marketing automation. (4) The role of analytics and the importance of core reports in establishing brand strategy.
Key Account and Marketing InternshipKEAM-KAM2KEAM-KAM-0020Students complete a minimum of 240 hours in an approved professional setting, performing a number of competencies to allow opportunities to demonstrate ability in the field.

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