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Ministry-approved title: Marketing Management – AI and Automation
Step into the future of marketing with a program that blends strategy, creativity, and cutting-edge artificial intelligence (AI). Designed for tomorrow’s marketing leaders, this hands-on program equips you with the skills to master automation tools, analyze data for Return on Investment (ROI), and craft campaigns powered by generative AI. With real-world projects, expert instruction, and industry placement, you’ll graduate career-ready and prepared to lead digital transformation.
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Applicants who are internationally educated in a non‐English speaking country must meet Durham College’s English Language Proficiency Policy.
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The Marketing Management – AI and Automation Graduate Certificate program equips graduates with the knowledge and skills to navigate foundational and advanced aspects of marketing within provincial, national and global business environments.
Developed in response to industry’s rapid transformation, graduates bring cutting-edge competencies in Artificial Intelligence (AI) and automation technology to enhance traditional marketing functions such as strategic planning, product promotion, pricing, and distribution. These specialized skills enable graduates to strengthen strategic decision-making, streamline marketing operations, and adapt to evolving technological advancements in a range of business sectors.
Graduates demonstrate achievement of vocational learning outcomes that meet industry demands for efficiency, strategy and innovation in marketing. They apply planning strategies, engage in analysis, and use data-driven insights to support organizational goals, leveraging AI and automation to optimize promotion, pricing, and distribution strategies. Graduates are prepared to assess AI’s strategic role in marketing, develop automation workflows, and create cohesive digital brand identities, positioning themselves as agile professionals for the rapidly evolving marketing landscape.
Graduates of the Marketing Management – AI and Automation graduate certificate are highly adaptable and work-ready, allowing for immediate contribution to and impact on diverse sectors ranging from retail and finance to technology and media. With the skills gained at Durham College, they are prepared to enhance AI-integrated marketing strategies, build efficient customer relationships, and create impactful digital brand narratives. Equipped with communication, research, and critical thinking skills, they drive transformative marketing results by harnessing AI and automation, meeting the growing demand for personalized, data-informed, and efficient marketing solutions.
The courses listed below are for incoming students. If you are a current student, please refer to your program of study for the year you began your program. Your program of study can be found on MyDC.
Courses, course descriptions and delivery formats are subject to change.
In person
Students will come to campus to complete in-person learning requirements. Detailed schedules, with course-specific delivery information, will be available after registration. Courses, course descriptions and delivery formats are subject to change.
The fees below are estimates only based on information available at the time of publication, and do not include the cost of textbooks. There may be additional costs; however, not all courses require textbooks.
School is an investment in your future, and financial support is available to help you succeed.
DC's Financial Aid and Awards is here to help you access funding and opportunities that make pursuing your education easier and more achievable:
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Semester 1 – Marketing Fundamentals
A course taught by AI and facilitated by faculty and peers.
Imagine a student engaging in a fluid, dynamic conversation with an AI tutor powered by advanced voice and video technologies. This tutor isn’t just a tool; it’s a personalized guide that adapts to the student’s unique learning preferences and progress. The AI uses natural, human-like dialogue to engage, educate, and assess the student in real-time, providing tailored feedback and creating a learning experience that feels intuitive and supportive.
Students interact with their AI tutor independently during the week, mastering theoretical concepts and completing personalized tasks. Then, in scheduled in-person sessions with other students, they apply their learning through collaborative, real-world exercises guided by a human faculty member. The result is a seamless blend of technology-driven personalization and human-centered collaboration.
This model redefines education by fostering active, student-driven engagement while enabling faculty to focus on mentorship and facilitation. By leveraging existing infrastructure and proven AI capabilities, it’s a vision that’s not only inspiring but also achievable.
Semester 2 – Marketing Management Capstone (56 hours)
An opportunity to apply cumulative knowledge with a practical digital marketing challenge. Use strategic planning, project management, and execution skills throughout development and the final presentation. Simulations of real-world marketing scenarios allow for the integration and application of learning from a marketing strategy lens.
The capstone project is the culminating experience of the Marketing Management: Digital and AI Automation program, designed to integrate and apply students’ learning in a practical, real-world context. Working individually or in teams, students will conduct an in-depth analysis of a business' marketing operations and develop strategic recommendations that leverage AI and automation to address identified challenges and opportunities. This project emphasizes critical thinking, innovation, and the practical application of advanced marketing tools and concepts. With guidance from faculty and industry advisors, students will present their findings and strategies in a professional format, demonstrating their ability to align emerging technologies with organizational goals. The capstone is a platform for students to showcase their skills as adaptive, forward-thinking marketing professionals prepared to navigate the rapidly evolving digital landscape.
In order to be successful in this program, it is recommended that students bring their own internet-enabled device (e.g., laptop, tablet).
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