Graduate Certificate in Marketing Management

at Humber College - Lakeshore Campus Canada

Humber’s Business Management – Entrepreneurial Enterprise graduate certificate program provides the practical skills and knowledge you’ll need to take on a wide variety of leadership roles in innovative entrepreneurial enterprises.

This program covers every area of entrepreneurship from the fundamentals of developing and refining ideas to launching, growing and managing the enterprise. You will be prepared to take on key management roles in entrepreneurial enterprises including operations, marketing and sales, finance, human resources and strategic planning. Plus, you will learn all you need to start and manage your own new enterprise.

Students in this program can participate in Humber’s Business funding competitions for a chance to obtain seed funding for their new enterprise and other contests and progams sponsored by Humber's Centre for Entrepreneurship. Students in this program automatically become members of Humber’s Centre for Entrepreneurship which gives them access to mentorship, coaching, networking events, seminars, workshops, and entrepreneurial facilities and workspaces.

Learning Outcomes
Upon successful completion of the program, a graduate will:

• Develop and implement a comprehensive business plan for a new business enterprise.
• Present an executive summary of a comprehensive business plan to potential financial backers.
• Set up and operate a basic bookkeeping and accounting system for a new enterprise that will enable effective financial management.
• Construct, interpret and analyze key financial statements.
• Devise marketing plans encompassing development, implementation, performance monitoring and adjustment using appropriate tools, techniques and applications.
• Execute leadership strategies by modelling ethical practices and corporate social responsibility to enhance a firm’s competitive position and sustainability.
• Comply with legal and regulatory requirements, tax and other financial requirements, and non-financial compliance requirements and controls systems.
• Apply various selling structures, methods and techniques to generate revenue and effectively manage client relationships.
• Develop and implement an effective human resource management plan to support new ventures and ongoing business operations.
• Build and manage relationships using communication, networking, teamwork and leadership skills.
• Use evidence-based analysis and decision-making in all functional business areas.
• Analyze and realign business strategies to contribute to the operational sustainability of new or ongoing small or medium size enterprise.

Humber’s Introduction to Commercial Jazz Music certificate is a performance-based program designed to help you assess and strengthen your skills. It solidifies your knowledge of the fundamentals of western music and develops your current performance skills through the jazz-specific areas of improvisation, repertoire development and small group ensemble performance. You will emerge from the program with a clearer understanding of the field and your own career potential within it, and as a stronger candidate for entry into postsecondary music degree and diploma programs. All courses have a particular focus on the commercial jazz field.

Learning Outcomes

• Upon successful completion of the program, a graduate will:
  • Recognize & identify common styles of music.
  • Describe the commercial/jazz field in terms of tradition, artists, & styles.
  • Explain the contribution of various artists to the development of particular styles & idioms.
  • Analyze the components & performance differences of recorded selections.
  • Play a repertoire of memorized materials that are considered standards in the commercial/jazz field & reflect the various styles inherent in this music.
  • Write diatonic melodies in various styles demonstrating knowledge of relevant harmonic & melodic concepts & structures of form.
  • Perform in an ensemble demonstrating basic ensemble skills such as intonation, tuning, time, feel, balance & dynamics.
  • Identify their own musical strengths & weaknesses in terms of a performance career in the commercial/jazz field.
  • Implement strategies & plans for on-going personal & professional growth & development.
  • Establish a practice of critical self-assessment & professional goal setting.

The Content Strategy graduate certificate program is designed to prepare students for the emerging and expanding field of content strategy. Content strategists help organizations and agencies establish and maintain credible, viable and trustworthy content - content that has value, content that is inherently inclusive and content that is purposeful. Content strategies are unified visions of digital and analog interactive systems and communications in a platform-agnostic system.

Content strategists oversee the publishing of content by providing advice and direction to improve brand awareness, internal communications, public relations and user experience. Strategists engage with all aspects of the content development lifecycle, from ideating and curating content to creating artifacts and deliverables that allow organizations to analyze content and make holistic, strategic recommendations for the development of content based on thorough analysis.

Learning Outcomes
Upon successful completion of the program, a graduate will:

• Develop carefully considered, holistic strategies and tactics for the establishment of a credible, viable and trustworthy online presence for an organization or agency in order to optimize web-based business assets.
• Conduct a qualitative and quantitative audit of existing content inventory in order to assess it for accuracy, currency, usefulness, usability and findability.
• Analyze internal and external factors and trends that impact the creation, delivery and governance of an organizations’ content in order to maintain relevancy, currency and alignment with business goals.
• Present clear recommendations for content creation, delivery and governance that meet business goals and user needs for current and relevant information, advice and direction, procedures to follow, and relationship building.
• Design and manage a workflow that defines the people, processes and timelines required for effective content creation, delivery and governance.
• Help online readers to find information, solve problems and complete tasks by publishing effectively written original content and sourcing relevant curated material.
• Deliver quality accessible, branded content consistently across selected digital channels that is appropriate for the target audience.
• Develop policies, standards and guidelines for the maintenance of content accuracy, consistent brand messaging and user engagement that complies with relevant law, industry standards and business best practices.
• Conduct a retrospective review using qualitative data and evidence from web analytics to measure the impact of a content strategy on business outcomes.
• Identify and address the implicit and explicit biases of self, team members and audience in order to curate socially, culturally and environmentally sensitive content that strengthens brand equity.

Work Placement - Students will participate in a mandatory work placement in their final semester of study.

Humber’s Bachelor of Commerce – Marketing degree program gives you a comprehensive grounding in both general business knowledge and specialized marketing skills.  Our program starts with a foundation of business studies in areas such as organizational behaviour, law, economics, finance and accounting, marketing, and operations management. Specialization courses that focus on marketing strategies will give you the skills, knowledge and experience needed to stand out from the crowd. You’ll learn from professors recognized for their expertise and extensive industry contacts. The program curriculum, based on current trends, technologies and methodologies, brings real world challenges into the classroom. By graduation, you’ll have developed a wide range of marketable skills, including:

• Creating a strategic marketing plan
• Conducting a product analysis
• Using social media and advertising for product promotion
• Using databases to create consumer relationships

Humber’s project-based curriculum means you will take projects from idea to execution while working in a real-world, team-based environment.
The program requires that you complete 14 weeks/420 hours of paid work in the summer between your sixth and seventh semesters. This gives you the hands-on, real-world experience that employers value. Your work placement will give you the opportunity to explore the field you’d like to work in when you graduate. We will work with employers and our industry partners to help you identify opportunities to pursue.
Canada’s service sector is poised for strong growth. The field of marketing in particular is predicted to grow exponentially – which means that companies are looking for top talent to help them achieve success. Our program will prepare you to pursue a career as a marketing analyst or a product, sales, marketing or communications manager in a wide range of sectors including consumer goods, electronics, entertainment, fashion, leisure and tourism, manufacturing, music, retail, and sports. You’ll learn how to market yourself and get your career underway in advertising firms, retail chains, wholesalers and consumer product companies. The hands-on experience you’ll gain during your studies means you will be able to add value quickly to a wide range of workplaces.

Humber’s Social Service Worker diploma program prepares you to work with people in a professional helping role. Approaching your education from an individual and a community perspective, you will learn how to empower and advocate for people to meet their goals and to access needed services and programs.

Skilled, committed faculty with real-life work experience in the human services field teach with a focus on promoting equity and addressing barriers people face on the basis of race, class, disabilities, gender or sexual orientation.

You will study topics such as human behaviour and development; interpersonal, interviewing and counselling skills; family dynamics; legislation and social policy; and how to work effectively with groups and communities. You will develop the skills needed to intervene in crisis situations and to work with a broad range of people including those experiencing poverty, settlement challenges, domestic violence, mental health issues and substance abuse, post-traumatic stress, and other challenging life events.

Work Placement

• You will work with a field placement co-ordinator to align two unpaid field placements with one of our community partners.
• Your first-year field placement begins in the January semester and your second-year field placement runs throughout the academic year. Field placements are two days per week. You will have the opportunity to experience a full work week in Semesters 2, 3, and 4.

Humber’s Protection, Security and Investigation diploma program gives you the skills needed to attract employers’ attention in the growing private/corporate security and public safety fields.

You will learn from industry experts using the latest technology-based methods in investigations, crime and intelligence analysis, security systems, and conflict resolution.

Small classes enhance courses designed to meet current needs and integrate theory with practical learning experiences. You will learn how to use protection, security and investigation techniques and technologies to accurately monitor, assess and document behaviours, situations and events; and to collect, preserve and present admissible evidence. You will also learn public relations skills, how to resolve conflicts and how to act justly when working with diverse populations.

This program is designed to meet both private and public sector demand for graduates who have expertise in protection, security and investigation, as well as a strong knowledge of the criminal and civil justice systems in Canada.

Note: Optional information sessions may be held throughout the year for applicants who wish to learn more about this program.

Work Placement
Semester 4 students can compete for a limited number of job shadowing opportunity with various GTA-based organizations in the corporate security and private investigations fields. This is an optional component of the program.
 

Humber’s Bachelor of Digital Communications degree program explores the dynamic media environment and the cultural, social, economic and political implications of digital innovation. Communications studies are becoming recognized as one of the most significant social sciences in the 21st century. Increasingly, worldviews are shaped through messages received from television, film, the internet, social media and a host of media arts, with profound impacts on how the world and the self are viewed. The construction of everyday lives and identities are negotiated through digital media and social networks which influence how we live, the products we produce and consume, and how we connect.

This program is rigorous and innovative, developing digital storytellers who are skilled in writing, visual communication, web applications and social media. You will build significant business acumen while working in an environment where creative ideas and methods cross-pollinate. As you gain technical competency, you will collaborate and innovate with peers, faculty and visitors, building personal communication and networking skills. Intensive lectures and labs provide direction and practical experience, sharpening technical skills and stimulating critical discourse, using student work as a starting point. Access to studios and computing spaces enables reflective and collaborative project work. Historical, legal, ethical and theoretical considerations are built into the creative process.

As part of the program, you will engage with an array of courses designed to deepen your awareness of your roles as a citizen conscious of the social, political, environmental and cultural contexts of their work. Senior students in this program specialize in advanced communication theory and techniques. A culminating capstone project showcases their abilities and learning, and serves as a platform for launching a career in digital and social media co-ordination, media relations, and many other mass communications fields. Graduates may also choose to further their studies at the master’s level.

Learning Outcomes:

Upon successful completion of the program, a graduate will:

• Employ distinctive communication styles grounded in a thorough understanding of communication theories, and historical and contemporary trends in visual design and media technologies.
• Create effective media strategies based on insightful audience analysis, principles of branding and marketing and revenue generation and media law and ethics.
• Critically analyze and interpret media messages, comprehending the historical, social, commercial and cultural impact of representational, explanatory, abstract and symbolic images.
• Gather, review, evaluate, interpret and express information using a range of well-developed analytic and creative methodologies.
• Operate as informed producers and consumers of media communications recognizing the aims of commercial business, nonprofits, government, and community enterprise.
• Apply innovative media strategies to effectively analyze and express themes and issues from a range of contexts and perspectives.
• Interpret and apply theoretical and ethical frameworks to identify and solve communication problems in a variety of contexts.
• Present ideas and information accurately and creatively using written, oral, audio-visual and web-based formats.
• Reflect on communication strategies and practices from a range of perspectives and willingly adapt, revise, edit, and develop improvements.
• Manage communication projects effectively, employing a professional attitude towards responsibility, initiative, collaboration, adaptability, accountability and ethical use of resources.
• Integrate leadership and influence skills with accountability in media content creation.
• Direct own continuous learning, pursuing opportunities for constant renewal of skills and knowledge.

Work Placement
Students will participate in one mandatory work placement in the summer between Semester 6 and 7. The placement provides students with an opportunity to gain experience and meet professionals in the digital communications sector. Many of the placements are offered in the Greater Toronto Area (GTA), a hub for the communications industry in Canada and home to numerous media, non-profit, marketing, public relations and other private sector companies.

By combining the latest recording technologies and entrepreneurial business strategies with performance, production, songwriting and composition in jazz, pop, R&B, Latin and world music, you will be well equipped with the knowledge and skills needed for success in today’s music world.

Founded in 1972, the program has consistently produced many of the most successful commercial and jazz musicians in Canada and the world. With more than 350 students and a faculty of 18 full-time and 80 part-time teachers, our program is one of the largest, most diverse and highly regarded programs of its kind in the country. Long known for the strength of its professors, Humber offers you the opportunity to study privately, in classroom situations, and in several of the more than 50 ensembles directed by a who’s who of Canadian music. As Toronto is the centre of Canada’s entertainment industry, Humber attracts the top professionals in jazz, musical theatre, television, film, commercials and pop.

After two years of core music courses, you will continue with lessons on your major instrument, as well as take classes in music production and music business while also choosing from electives in arranging, composition, advanced improvisation, film scoring, music production techniques, songwriting, ethnomusicology or pedagogy.

You’ll develop musicianship and artistry by presenting your own recital, arranging and composing original material, and recording and marketing your own music.
In addition, you will take courses in music history, theory, aural training and improvisation, and have the opportunity to participate in a variety of ensembles.

All students complete a major recording project/portfolio in their fourth year. The assembled portfolio, which includes a complete press kit and professional-quality recording, as well as other promotional materials, functions as your calling card for entrance into the music industry upon graduation.

Learning Outcomes
Upon successful completion of the program, a graduate will:

• Perform, compose, produce music at a professional level for entry to the competitive, global music industry.
• Demonstrate a knowledge of diverse musical styles and contextualize themselves within contemporary music history: specifically defined as the idioms of African American musical genres, mainstream pop music, country/folk music, Latin music, music for musicals and film, art music and jazz.
• Demonstrate, through performance and composition, a technical and musical mastery of harmonic, melodic and rhythmic structures.
• Demonstrate, through performance, an extensive knowledge of contemporary musical repertoire and apply appropriate performance skills in diverse music contexts.
• Compose and arrange in a broad range of contemporary music styles.
• Prepare and present a portfolio of recorded material reflecting a broad range of styles.
• Record, edit and produce a broad range of contemporary music.
• Apply computer applications/music technology skills in composition, arranging and production.
• Critically analyze and evaluate sound recordings and describe their production characteristics.
• Demonstrate, through production and performance, organizational, project management, and implementation skills.
• Demonstrate leadership, teamwork, communication, critical thinking, research and problem-solving skills.
• Demonstrate a working knowledge of contract law, copyright law, intellectual property rights, royalties, and rules of public domain.
• Make use of entrepreneurial music business skills to engage in the competitive contemporary music industry.
• Demonstrate professional “freelance” etiquette relating to job seeking and keeping skills.
• Demonstrate an ability to research and present findings from primary and secondary sources.
• Formulate, articulate and present their own ideas about music, art and society through discussion and writings.
• Demonstrate an artistic awareness and understanding of musical aesthetics.
• Assess personal strengths, musical and business skills, knowledge, artistic vision, interests, and abilities.

Work Placement

• You will participate in a work placement designed to mirror the professional music world, which is largely characterized by contract, freelance and part-time employment. You are responsible for accumulating the equivalent of 420 hours of experience which will allow you to establish contacts and relationships with key companies and industry professionals.

Humber’s Bachelor of Commerce – Supply Chain Management degree program provides grounding in both general business knowledge and specialized supply chain skills across a wide range of industries. Our emphasis on hands-on experience enables you to stand out in a highly competitive global marketplace. Our program starts with a foundation of business studies in areas such as organizational behaviour, law, economics, finance and accounting, marketing, and operations management. Specialization courses will focus on using current theories, methods and techniques to problem solve and develop supply chain management strategies.

Humber’s professors are widely known and respected for their real-world experience and industry contacts. Our supply chain specialists use case studies and a project-based curriculum to help you apply your classroom learning to real-life situations. A senior-level business project in your fourth year allows you to gain experience with problem solving and decision-making in a team-based environment.

The program requires that you complete 14 weeks/420 hours of paid work in the summer between your sixth and seventh semesters. This gives you the hands-on, real-world experience that employers value. Your placement will give you the opportunity to explore the field you’d like to work in when you graduate. We will work with employers and our industry partners to help you identify opportunities to pursue.

In today’s hyper-competitive marketplace, operating as efficiently and cost-effectively as possible is critical. Because supply chain cost represents the majority of the cost of goods/services sold, knowledge of supply chain management is a top priority for employers. Supply chain management involves co-ordinating an entire network of companies and business processes across the globe to ensure that products are designed, produced, delivered and serviced smoothly and effectively. Your degree will prepare you to pursue a variety of careers including supply chain management; strategic sourcing, procurement and asset management; transportation and logistics; and warehousing and distribution. As a graduate, you will be in demand in industries such as consumer packaged goods, pharmaceutical products, service businesses, manufacturing, high-tech, automotive, retail and transportation. You may also use your degree to pursue graduate studies in a related field.

The Global Business Management Ontario Graduate Certificate program allows you to prepare for a wide variety of business management careers and gives you the time to decide which is best for you. No business experience, no prerequisite courses required – just your bachelor’s degree and the desire to find your place in the world of business management.

In your first year, the core curriculum covers the major functional areas of business and develops the qualities that every business wants in their managers: leadership, communications, creativity, problem-solving, teamwork, strategic planning and much more.

For your second year, you choose one of nine specialization streams to suit your individual needs and preferences. These streams include:

• Advertising Media Management
• Alternative Dispute Resolution
• Entrepreneurial Enterprise
• Event Management
• Fashion Management
• Financial Planning
• Human Resources Management
• International Business Management
• Marketing Management

Note: Specialization stream availability depends on the term in which second year is started.