By the end of this course, you should be able to:

1. Interpret how changing market and consumer conditions impact the business, the brand, and the marketing strategy.
2. Develop a comprehensive target audience segmentation analysis that will drive brand strategies and the marketing plan.
3. Develop a robust marketing strategy and tactical marketing plan that will align and deliver on the organizational vision, mission and objectives.
4. Confidently present a comprehensive business and marketing plan that will achieve the desired business objectives while increasing brand equity, customer brand affinity and business profitability.

1. Industry Analysis
• Identify and synthesize the organization’s core competencies, strengths, weaknesses, opportunities and threats.
2. Competitive Analysis
• Analyze competitive landscape.
• Identify strategic implications of competitive landscape.
3. Financial Insights
• Interpret financial data for a financial forecast.
• Draft a formal financial forecast for the business.
4. Target Audience Segmentation 
• Analyze customer data. 
• Prepare a customer profile/persona that clearly identifies the recommended customer segments. 
• Explain how the business is positioned to satisfy the segmentation strategy. 
5. Strategic Alternatives  
• Select strategic alternatives using sound decision criteria. 
6. Final Strategic Direction 
• Analyze unique alternatives to solve the case problem. 
• Present summary of key recommendations to Senior Management team to gain approval to proceed with a full implementation plan. 
7. Marketing and Brand Strategy 
• Identify strategic marketing priorities, brand strategy, marketing objectives and key milestones for the organization. 
• Provide supporting rationale for the strategic marketing direction. 
8. Tactical Marketing Plan 
• Build an implementation plan with key marketing tactics and corresponding budget requirements. 
• Create a change management plan. 
9. Presentation Practice Run 
• Prepare a comprehensive individual presentation slide deck on problem, alternatives considered, final recommendation, financial implications and marketing implementation plan. 
10. Final Plan Presentation 
• Prepare a comprehensive individual presentation slide deck on problem, alternatives considered, final recommendation, financial implications and marketing implementation plan. 
11. Post-Presentation Reflection 
• Reflect on personal progress and/or existing challenges in written format. 
• Reflect on how you have grown as a marketing leader from the CM Program. 
12. Wrap Up and Final Notes

To accommodate different learning preferences and schedules, CMA’s Summit course is offered in two formats: Asynchronous (On-Demand) and Synchronous (Instructor-Guided).

The table below outlines the key details of each format, including course structure, assessment weighting, and pass requirements, so you can choose the option that best fits your learning style.

	Asynchronous (On-Demand)	Synchronous (Instructor-Guided)
Course Format	12 modules, each with a quiz, plus a final summative quiz. Average 60 hours to complete. Self-paced via CMA Learning online platform.	12 modules with weekly assignments, quizzes, and discussion activities. Tasks due weekly (Sunday). Average 60 hours. Structured instructor guidance and peer interaction.
Timeline	Learners have 4 months to finish all requirements.	Learners have 3 months to finish all requirements. Offered in Winter, Spring/Summer and Fall. View the course schedule here.
Course Weighting	Module Quizzes – 0% Summative Quiz – 100%	Module Quizzes – 0% Summative Quiz – 100%
Pass Requirements	Overall grade of 70% to pass	Overall grade of 70% to pass

The table below outlines the pricing for each format. All prices are in Canadian dollars and exclude tax. Financial support options are available to help you get started. Contact charteredmarketer@thecma.ca for more details.

	Asynchronous (On-Demand)	Synchronous (Instructor-Guided)
Members Pricing	$850	$950
CM Non-Member Pricing	$1,356	$1,520
Non-Members Pricing	$1,695	$1,900

 

Jeffrey O’Leary
Originally from New Brunswick, Jeffrey O'Leary has worked for over 13 years at Maple Leaf Foods in various Corporate Finance, Sales and Marketing positions throughout the organization. Jeff holds undergraduate degrees in Accounting & Economics, an MBA and is a CMA and CPA in Ontario. Jeff has been teaching in post-secondary education for over twelve years and is currently a lecturer at the University of Guelph and McMaster Centre for Continuing Education, a Moderator & Facilitator in the Ontario CPA program and a facilitator in the CM program.

Wendy Boyd
As Principal at AM360, Wendy brings extensive experience in strategic marketing, leadership, and client engagement to her teaching, helping learners connect theory with real-world practice. She has a strong reputation for guiding professionals through complex marketing concepts and delivering practical insights that support career growth.

We will provide a refund less an administration fee of $25 for cancellation requests received within 7 days of purchase for any on-demand course which has not been accessed and/or opened. Any on-demand courses which have been accessed and/or opened are no longer eligible for refunds. To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’, refunds will be issued to the source of payment and may take up to 4 weeks to be completed

To review the CMA academic policy, click here.