Overview
Earn a Diploma or Certificate with our flexible online Marketing program
Designed in association with the DeGroote School of Business, gain the skills and expertise needed to build marketing strategies and successfully execute plans across traditional, digital and social platforms that drive results.
- Learn foundational marketing concepts that attract consumers using digital online and offline communications
- Master the latest marketing skills to keep pace in today’s face-paced, competitive environment
- Earn a Marketing Certificate, Marketing Diploma or Marketing Diploma with a concentration in Digital Marketing
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Program highlights Learn More
- Online courses that teach the latest marketing techniques
- Taught by marketing professionals with industry expertise
- Earn a Certificate or Diploma to advance your career
- Open enrolment program
Marketing program features:
- Designed in association with the renowned DeGroote School of Business
- Fast track to earn a Diploma or Certificate
- Learn online from experts in the field
- Network with other professionals
- The Diploma in Marketing and Diploma in Marketing with Digital Marketing Concentration are recognized by the Canadian Marketing Association (CMA) as an accelerated pathway toward the Chartered Marketer (CM) designation

What you'll learn Learn More
- Foundational marketing concepts
- Integrated marketing communications that include traditional and digital mediums
- Product development, research, market segmentation, pricing strategies, tracking and measurement
Through our Marketing program, you’ll learn to:
- Leverage market research to identify consumer buyer behaviours
- Understand the importance of product and service audits, data analysis and competitive reviews and develop effective product positioning that converts consumers
- Develop and execute strategic marketing plans that includes traditional, digital and offline marketing mediums
- Analyze marketing metrics and campaign results
Learn more about the Marketing program
- Newcomers to the marketing field
- Professionals with marketing duties who want to enhance their knowledge and skill sets, such as:
- Digital Marketing Managers
- Marketing Specialists
- Content Marketers
- Communication Managers
- Social Media Strategists
- Market Research Analysts
- Product Managers
- eCommerce Specialists
Earning a Certificate or Diploma in Marketing could open doors to many rewarding careers including:
- Account Executive
- Advertising/Promotion Manager
- Brand Manager
- Media Planner
- Marketing Manager
- Marketing Specialist
- Content Marketer
- Marketing Research Analyst
- Product Manager
- eCommerce Specialist
- Digital Marketing Manager
Chartered Marketer Designation
This program is recognized by the Canadian Marketing Association (CMA) as an accelerated pathway toward the Chartered Marketer (CM) designation.
As the only marketing designation recognized across Canada, the CM designation sets a high standard in the marketing industry. It’s a testament to your commitment to ongoing professional development and staying up to date on evolving marketing trends. Plus, Chartered Marketers get access to exclusive CM benefits! Whether you’re a current student or a proud alum, this is your chance to elevate your professional profile and join the ranks of esteemed marketers in Canada. Start your CM journey at www.charteredmarketer.ca.
Are you a current McMaster University undergraduate student?
Explore the ElevateYourSkills option to learn how you can earn a Marketing certificate or diploma as part of your degree.
- Use your electives to earn a professional certificate or diploma
- Fully online courses that you can fit into your schedule
- Providing you with real-life career skills and experience before you graduate
Check out our latest Marketing Programs Info Session recording to learn more about our Marketing program
What our recent graduates say
Rajan Maharjan
Creative, Critical and Design Thinking
[Cultivating Creative Thinking] pushed me to think differently, to get out of my comfort zone, and approach challenges with fresh ideas.
I graduated in Computer Engineering and had some solid experience under my belt, but I always felt there was a gap between what I learned in school and the challenges I faced in the real world. I wanted to develop skills that weren’t just theoretical but practical—something I could use every day to solve real problems.
That’s when I heard about McMaster Continuing Education through my workplace. Their programs had a great reputation, so I decided to enroll in the “Cultivating Creative Thinking” course. Honestly, it was one of the best decisions I’ve made.
The course pushed me to think differently, to get out of my comfort zone, and approach challenges with fresh ideas. The practical focus was exactly what I was looking for, and the instructors were so supportive and knowledgeable. What made the experience even better was the flexibility—fitting it into my schedule was surprisingly manageable. Plus, connecting with my classmates and learning from their perspectives made the journey even more rewarding.
For me, continuing education is about more than just learning new things. It’s about staying curious, growing as a person, and constantly adapting to the world around you. My time at McMaster helped me do exactly that—it gave me the tools and confidence to align my learning with my goals.
If I could give one piece of advice to anyone thinking about continuing education, it’s this: focus on real-world skills and always keep an open mind. Growth comes from stepping outside your comfort zone and embracing the opportunities to learn and improve.
Rajan Maharjan
Creative, Critical and Design Thinking

Tyson
Business Administration - Marketing graduate

The instructors worked in the marketing field and taught us real-life experiences.
Obtaining an education with McMaster Continuing Education helped me reinvent my career. I was a former banker and I wanted a career in marketing. Through this program, I was able to bridge that gap and get into the career that I wanted. The instructors were working in the marketing field, teaching us real-life experiences and that was very valuable to me.
Tyson
Business Administration - Marketing graduate
[Cultivating Creative Thinking] pushed me to think differently, to get out of my comfort zone, and approach challenges with fresh ideas.
I graduated in Computer Engineering and had some solid experience under my belt, but I always felt there was a gap between what I learned in school and the challenges I faced in the real world. I wanted to develop skills that weren’t just theoretical but practical—something I could use every day to solve real problems.
That’s when I heard about McMaster Continuing Education through my workplace. Their programs had a great reputation, so I decided to enroll in the “Cultivating Creative Thinking” course. Honestly, it was one of the best decisions I’ve made.
The course pushed me to think differently, to get out of my comfort zone, and approach challenges with fresh ideas. The practical focus was exactly what I was looking for, and the instructors were so supportive and knowledgeable. What made the experience even better was the flexibility—fitting it into my schedule was surprisingly manageable. Plus, connecting with my classmates and learning from their perspectives made the journey even more rewarding.
For me, continuing education is about more than just learning new things. It’s about staying curious, growing as a person, and constantly adapting to the world around you. My time at McMaster helped me do exactly that—it gave me the tools and confidence to align my learning with my goals.
If I could give one piece of advice to anyone thinking about continuing education, it’s this: focus on real-world skills and always keep an open mind. Growth comes from stepping outside your comfort zone and embracing the opportunities to learn and improve.
Rajan Maharjan
Creative, Critical and Design Thinking

The instructors worked in the marketing field and taught us real-life experiences.
Obtaining an education with McMaster Continuing Education helped me reinvent my career. I was a former banker and I wanted a career in marketing. Through this program, I was able to bridge that gap and get into the career that I wanted. The instructors were working in the marketing field, teaching us real-life experiences and that was very valuable to me.
Tyson
Business Administration - Marketing graduate
Other programs you may be interested in
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Certificate in Marketing
Certificate in Marketing
Earn your Certificate in Marketing with McMaster Continuing Education
Explore the requirements below and register today!
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Certificate in Marketing Learn More
Earn your Certificate in Marketing by completing five core courses listed.
This is an open enrolment program.
Certificate in Marketing Requirements
Academic Credit – 15 Units
Note: MKT 819 Introduction to Marketing is a pre-requisite (or equivalent education/work experience) for all the other marketing courses in the certificate
Courses (complete all 5)
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- Marketing and Communications Programs
- Marketing Program
Diploma in Marketing
Diploma in Marketing
Pursue your Diploma in Marketing with McMaster Continuing Education
Explore the requirements below and register today!
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Diploma in Marketing Learn More
Earn your Diploma in Marketing by completing five core courses plus three electives listed.
This is an open enrolment program.
Diploma in Marketing Requirements
Academic Credit: 24 units
Note: MKT 819 Introduction to Marketing is a pre-requisite (or equivalent education/work experience) for all the other marketing courses in the diploma
Did you know that you could use your diploma towards a degree?
My OWN McMaster is a pathway that combines McMaster Continuing Education and McMaster undergraduate courses to earn a McMaster diploma and a Bachelor of Arts degree in History or Sociology.
Core Courses (complete all 5)
Elective courses (Complete any 3)
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- Marketing and Communications Programs
- Marketing Program
Diploma in Marketing with Digital Marketing Concentration
Diploma in Marketing with Digital Marketing Concentration
Get ahead in your marketing career by earning a Diploma in Marketing with Digital Marketing Concentration
Explore the requirements below and register today!
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Diploma in Marketing with Digital Marketing Concentration Learn More
Earn your Diploma in Marketing with Digital Marketing Concentration by completing five core courses and DMK 101 plus three digital marketing electives listed.
This is an open enrolment program.
Diploma in Marketing with Digital Marketing Concentration Requirements
Academic Credit: 24 units
Note: MKT 819 Introduction to Marketing is a pre-requisite (or equivalent education/work experience) for all the other marketing courses in the diploma
Core Courses (complete all 5)
Elective Courses (complete any 3 + DMK 101)
Please note: DMK 101 is a required elective course and will need to be completed to earn a Marketing Diploma with Digital Marketing concentration.
3.0 UNITS
DMK 103
Search Engine Optimization, Search Engine Marketing, & Digital Advertising
(Currently Not Available)
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Marketing Schedule
Marketing course schedules to help you plan your academic year.
Registration: Fall and Winter terms open in mid-July and Spring term opens in mid-March.
Program Requirements: Review certificate or diploma tab.
Time Zone: Courses run in the Eastern Time (ET) Zone.
Course Fees: A McMaster Part Time Student fee is included in the cost of academic credit courses. There is no tax on courses unless indicated at the bottom of the schedule chart.
Additional Fees: New students pay a one-time, non-refundable $39 activation fee for their first academic-credit course. Not every program or course requires textbooks. Learn more about textbooks.
Learning Formats: Each course is offered in Online, Online Self-Study, or Virtual Classroom formats, as shown below. Visit Learning Formats for details.
Course Name (Course Code) | Cost | Units | Fall 2024 | Winter 2025 | Spring/Summer 2025 |
---|---|---|---|---|---|
Business Foundations (BUS 825) | $766.74 | 3.0 | Sep 9 - Dec 8 Format: Online | Jan 13 - Apr 13 Format: Online | — |
$766.74 | 3.0 | Oct 21 - Jan 26 Format: Online | Feb 10 - May 11 Format: Online | — | |
$789.52 | 3.0 | — | — | May 5 - Aug 3 Format: Online | |
$789.52 | 3.0 | — | — | Jun 16 - Sep 14 Format: Online | |
Introduction To Marketing (MKT 819) | $766.74 | 3.0 | Sep 9 - Dec 8 Format: Online | Jan 13 - Apr 13 Format: Online | — |
$766.74 | 3.0 | — | Mar 10 - Jun 8 Format: Online | — | |
$789.52 | 3.0 | — | — | May 5 - Aug 3 Format: Online | |
Marketing Plans & Implementation (MKT 101) | $766.74 | 3.0 | Sep 9 - Dec 8 Format: Online | Jan 13 - Apr 13 Format: Online | — |
$789.52 | 3.0 | — | — | May 5 - Aug 3 Format: Online | |
Consumer Behaviour (MKT 102) | $766.74 | 3.0 | — | Jan 13 - Apr 13 Format: Online | — |
$789.52 | 3.0 | — | — | May 5 - Aug 3 Format: Online | |
Integrated Marketing Communication (MKT 103) | $766.74 | 3.0 | Sep 9 - Dec 8 Format: Online | Jan 13 - Apr 13 Format: Online | — |
Design Thinking (CCD 103) | $744.93 | 3.0 | Sep 9 - Dec 8 Format: Online | — | — |
$767.05 | 3.0 | — | — | May 5 - Aug 3 Format: Online | |
Fundamentals of Digital Marketing (DMK 101) | $798.48 | 3.0 | Sep 9 - Dec 1 Format: Online | Jan 13 - Apr 6 Format: Online | — |
$822.21 | 3.0 | — | — | May 5 - Jul 27 Format: Online | |
Market Research (MKT 104) | $766.74 | 3.0 | Sep 9 - Nov 17 Format: Online | — | — |
$789.52 | 3.0 | — | — | May 5 - Aug 3 Format: Online | |
Branding & Image (MKT 106) | $766.74 | 3.0 | — | Jan 13 - Apr 13 Format: Online | — |
Business To Business Marketing (MKT 107) | $766.74 | 3.0 | Sep 9 - Dec 8 Format: Online | — | — |
$789.52 | 3.0 | — | — | May 5 - Aug 3 Format: Online | |
Social Media Strategy & Management (MKT 108) | $766.74 | 3.0 | — | Jan 13 - Apr 13 Format: Online | — |
Digital Marketing Strategy (DMK 102) | $798.48 | 3.0 | — | Jan 13 - Apr 6 Format: Online | — |
Search Engine Optimization, Search Engine Marketing, & Digital Advertising (DMK 103) | $798.48 | 3.0 | — | Jan 13 - Apr 6 Format: Online | — |
Content Management (DMK 104) | $798.48 | 3.0 | Sep 9 - Dec 1 Format: Online | — | — |
$822.21 | 3.0 | — | — | May 5 - Jul 27 Format: Online | |
Data Management (DMK 105) | $798.48 | 3.0 | Sep 9 - Dec 1 Format: Online | — | — |
$822.21 | 3.0 | — | — | May 5 - Jul 27 Format: Online |
The schedule table is subject to change. Please visit the course pages to browse classes currently available for registration and the latest cost information.
Admission Requirements
Admission Requirements
This program is open enrolment, which means there is no formal application or admission procedure. To enrol in a course, simply register online. Our courses can be taken as part of a program or individually.
To enrol in McMaster Continuing Education programs, you must:
- Have an Ontario Secondary School Diploma or equivalent OR
- Be a mature student as defined in the Undergraduate Calendar of McMaster University OR
- Be deemed an exceptional case
To ensure you are successful in your online courses, you are required to have knowledge and skills with general computer applications, such as keyboarding, file management, video conferencing and word processing.
Language Requirements
If your first language is not English, you must meet the University’s English language proficiency requirements. Completion of TOEFL exam with a minimum acceptable score of 20 on each of the four components (reading, writing, speaking and listening), valid for 2 years.
Expandable List
- Visit continuing.mcmaster.ca/programs to find your program of choice
- Click on each tab on the program page to learn about credential options and requirements, schedule and fees, and a list of all courses in the program
- Select a course and then select an available offering, noting important information such as cost, delivery format, and start/end dates; then click ‘add to cart’
- Once you have added your courses, click the shopping cart icon at the top right-hand corner of the page (bottom of the browser screen on mobile)
- Review your cart and, once you’re ready to proceed with enrolment, click ‘proceed to checkout’
- As the next step, you will be redirected to Mosaic – McMaster’s Administrative Information and Enrolment system
- Once you are in Mosaic, select ‘new to McMaster’ or log in with your existing MacID and password (if applicable)
- Complete all required fields and select a program of study when prompted (i.e., a specific program or open studies for standalone courses)
- Finally, payment is required in full to secure a spot in your course(s)
A payment receipt email will be issued to you immediately after registering, and a course confirmation email will be sent to you overnight. Within approximately 24 hours of registering, you will also receive an important email containing credentials used to activate your MacID, which you must do before you can access courses in Avenue to Learn. Please review our Getting Started page to learn more about the next steps for beginning your studies after registration, and our Help Centre for our Refund Policy and other frequently asked questions. Please note that on average, each course requires 6-8 hours of study per week, per course (sometimes more) and some courses may have listed prerequisites. Please plan your schedule accordingly. Most students take 1-2 courses per term across a few different terms and a full-time equivalent course load is typically 3-4 courses per term.
For more information and a walkthrough on how to register, please check out this video.
- Payment must be made in full at the time of enrolment
- Online credit card or debit payments are preferred
- Accepted credit cards: Visa, MasterCard and American Express
- Accepted debit cards: Visa Debit and Debit Mastercard
- Google Pay is available for faster checkout
- Payments can be made from a Canadian Financial Institution and can take 2 to 4 business days to arrive in your McMaster student account. Once payment has arrived, you can register for your course. Please note that if the amount of the course fees owing is more than what was transferred to your student account, you will be dropped from the course.
- Problem processing your payment? Please reach out to your credit card company if your payment was declined. Otherwise, wait two hours before attempting your registration again.
Ready to get started?
Visit the Schedule tab to select your course and proceed with the registration steps.