Unlock the essential processes, tools, and frameworks needed to excel in managing the marketing function of an organization. In this foundational course, you will master the art of creating comprehensive marketing plans and setting clear objectives to achieve business goals.
You’ll delve into sophisticated methodologies for analyzing target markets, using advanced tools to identify audience segments and uncover key consumer behaviors and insights. You'll also explore the critical elements of a winning brand strategy. Learn to develop and support a strong brand essence that drives brand identity by relying on various proven marketing tools. Stay ahead of the curve by understanding how emerging technological innovations and societal shifts are shaping the marketing landscape in Canada.
This course will empower aspiring marketers and newcomers with the confidence and skills necessary to understand and thrive in the marketing landscape in Canada.
If you have already been approved into the CM program, you can proceed to register for this course found in your MyCMA dashboard under Program Status.
By the end of this course, you should be able to:
- Explain the essential processes, tools and frameworks required to manage the marketing function of an organization.
- Specify objectives for a marketing plan to guide the fulfillment of business goals.
- Analyze target markets using appropriate methods and tools to identify audience segments and determine consumer behaviour and insights.
- Examine how various marketing tools can be used to develop and support a brand’s identity, voice and tone.
- Describe how emerging technological innovations and societal shifts impact the marketing industry in Canada.
- Welcome to Tools for Success
- Identify the skills and tools the marketing team/individual needs to succeed in today's marketplace.
- Corporate Strategy and Marketing
- Understand the key elements of corporate strategy
- Define and describe the key steps involved in setting a new strategic direction and explain the role and impact of marketing in that process.
- Explain how business strategy needs to drive overall marketing plan.
- Strategic Thinking for Marketers
- Review techniques and components to develop a thorough and insightful industry assessment.
- Analyze marketing insights gained from a situational and SWOT analysis.
- Understanding the Customer Purchase Path
- Describe the different research and data methodologies that are used to target and segment your key audiences.
- Describe the applications of target insights throughout the customer’s path to purchase.
- Building an Impactful Marketing Plan
- Understand the purpose of a marketing plan.
- Identify the different components of a marketing plan.
- Demonstrate applications of the "four P's" of Marketing.
- Marketing Analytics
- Evaluate best practices for creating a marketing analytics framework.
- Identify key marketing metrics that are most relevant to the organizational goals,
- Compare and contrast leading analytics platforms.
- Leveraging Customer Knowledge
- Apply insights about customers to design touchpoints, tactics, and experiences to effectively engage.
- Assess the value of leveraging personalization tactics.
- Apply best practices for building authentic engagement using digital tools.
- Future-Proof Your Marketing Career
- Evaluate the impact of emerging technologies and industry trends on the learner's potential career path.
- Summarize the skills, knowledge and attitudes required by future fit CMOs.
- Summative Quiz
Members Pricing | $1,245 (Reg. $1,395) |
Non-Members Pricing | $1,545 (Reg. $1,695) |
Early Bird Pricing ends on September 6, 2024, 11:59pm EST.
Course Format:
CMA’s Tools for Success course consists of nine modules, each followed by a quiz, with a final summative quiz at the end of the course. On average, this course will take 40 hours to complete, and
learners have six months from the date of enrollment to complete all course requirements. This on-demand course, available on our online learning platform, offers the flexibility to learn at your own pace.
Course Weighting:
- Module Quizzes – 75%
- Summative Quiz – 25%
Pass Requirements:
Learners must receive an overall grade of 65% to pass the course.
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
