Tools for Success Fall 2024

Course Requirements:

Individuals must have at least one year of experience in a marketing-related role to take this course. Learners must achieve a final overall grade of 65% in order to qualify for a certificate pass and have the course count towards their requirements for the CM designation.

Workload:

The time required for the course will vary depending on your learning style, learners are likely to invest 4 - 6 hours per week on average. Graded assignments may include posting to a discussion board, completing short exercises and or project(s).

CMA’s Tools for Success course consists of course content, activities and discussion boards. Throughout the 12-week course learners will be required to complete graded assignments which may include posting to a discussion board, completing short exercises and or project(s). Learners will have the opportunity to engage with fellow learners and to ask direct questions to the instructors.

The following is a general outline of the course content:

1. Welcome to Tools for Success
• Identify the skills and tools the marketing team/individual needs to succeed in today's marketplace.
• Analyze the importance of marketing as an overall driver of business value.
2. Brand, Vision, Value Proposition & The Marketing Mix
• Analyze the alignment of the brand(s) with the organization’s purpose, vision, and mission.
• Apply the ‘Four Ps’ to a relevant Canadian brand.
3. Strategic Thinking for Marketers
• Analyze marketing insights gained from a situational and SWOT analysis.
• Identify the different components of a marketing plan.
4. Understanding the Customer Purchase Path
• Describe the applications of target insights throughout the customer’s path to purchase.
• Describe the different research methodologies and why they are used in different ways.
5. Creating Meaningful Customer Relationships
• Apply insights about customers to design touchpoints, tactics, and experiences to connect and engage with them effectively.
• Assess the value of leading personalization tactics.
6. Principles of Branding
• Describe the elements of a winning brand strategy.
• Understand the current and changing nature of the principles of branding.
7. Brand Voice, Rebranding, Measuring Brand Impact and Personal Branding
• Describe the elements of brand voice.
• Evaluate the need for rebranding and apply the principles of branding to a real-life rebranding situation.
• Compare the methods used to measure brand impact.
• Integrate the principles of brand into the development of one’s personal brand.
8. Inbound Marketing
• Apply best practices for building authentic engagement using digital tools.
• Adapt messaging across selected media to efficiently and effectively reach your customers.
• Discuss leading inbound marketing principles and current best practices.
9. Ethics and Data Privacy
• Identify key ethical and legal considerations in Canadian and international marketing management.
• Integrate data management frameworks into digital marketing campaigns.
10. Marketing Analytics
• Evaluate best practices for creating a marketing analytics framework.
• Identify which metrics are most relevant to organizational goals.
• Compare and contrast leading analytics platforms.
11. Technology and Innovation
• Assess the value of a marketing tech stack for an organization.
• Identify and assess the impact of new technologies on the Canadian marketing industry.
12. 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.

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

1. Explain the essential processes, tools and frameworks required to manage the marketing function of an organization.
2. Specify objectives for a marketing plan to guide the fulfillment of business goals.
3. Analyze target markets using appropriate methods and tools to identify audience segments and determine consumer behaviours and insights.
4. Examine how various marketing tools can be used to develop and support a brand’s identity, voice and tone.
5. Describe how emerging technological innovations and societal shifts impact the marketing industry in Canada.

Features:

• Interaction with marketing experts
• Latest technologies
• Discussion boards for collaboration
• Technical Support

Benefits:

• No travel time
• Interactive learning experience
• Networking and connecting with other practicing marketers
• Successful completion of this course counts towards your CM designation requirement
• Certificate upon successful completion of all course requirements

• To cancel, a learner will select ‘credit request’ in MyBillings and select ‘refund’.
• Cancellations made greater than 14 calendar days prior to the course start date will not be penalized. A refund will be issued in full.
• Cancellations made with 14 or fewer calendar days prior to the course start date will be processed with a 50% administration fee deducted.
• No refunds past course start date.
• Refunds will be issued to the source of payment

In the Event of Program Cancellation

• We cannot always secure the minimum number of required participants to run each session. Program fees will be either credited or fully refunded in the event of a course cancellation at the discretion of the learner. 
• We take great pride in our programs and will do the utmost to make your experience with us both valuable and enjoyable. Please do not hesitate to contact us should you have any questions or concerns.