PrintBusiness Administration - Marketing Course Descriptions
Core Courses
Business Foundations
The course will examine material related to the development of one’s understanding of key factors, and functional areas, typically found in a business. These functional areas include finance, personnel, marketing, operations and general management. The environment in which most Canadian businesses operate will also be examined including, the economic, legislative, technological and social contexts. The integration of the topics and concepts provide a framework that aids the students’ understanding of the relationships between the functional factors of a business, with an emphasis placed the application of this understanding to current situations and case studies. (3 units)
Course Number: 570-825 (In-class) or 570-424 (Instructor-led online)
Introduction to Marketing
Marketing impacts every aspect of our lives. Where we shop, what we buy, how we eat, what we drive and even where we live. Marketing 570-819/419 is a survey course that introduces learners to the basic concepts of marketing, viewed within a corporate framework. Topics include the development of new products, identifying market segments and targeting consumer groups, pricing strategies, brand equity, distribution channel and promotional activities. (3 units)
Course Number: 570-819 (In-class) or 570-419 (Instructor-led online)
Business Finance & Accounting
This course is designed to provide an introduction to the concepts, language and uses of financial and management accounting in business. The course will cover: business financial statements, including basic accounting concepts, financial statements, financial statement analysis, and sources of finance; and business control emphasizing elementary financial management, cost and budgetary control systems, capital budgeting, profit planning and current developments in accounting. (3 units)
Course Number: 570-817 (In-class) or 570-440 (Instructor-led online)
Organizational Behaviour
The objective of this course is to provide a conceptual and empirical understanding of the structure and function of human behaviour in organizations. Students will study the behavioural influences which affect productivity, organizational effectiveness and efficiency. Topics to be discussed include perception, job and organizational design, decision-making and leadership. Individual and group exercises and the analysis of case material will be used to enhance a practical understanding of theoretical concepts. (3 units)
Course Number: 570-821 (In-class) or 570-421 (Instructor-led online)
Business Communications
The course focuses on the knowledge and skills associated with clearly receiving, transmitting and communicating information within the business environment. Using communication theory and practical application, students will develop effective writing, speaking, and presentation skills required to convey a business’ communication strategy. Issues such as diversity, ethics and technology will be discussed within the context of business communication. Independent and group work activities will be incorporated to the learning environment in order to apply the students’ communication skills and knowledge to topics of teamwork, customer relations and leadership. (3 units)
Course Number: 570-850 (In-class) or 570-450 (Instructor-led online)
Top
Marketing Electives
Marketing Plans and Implementation
A company’s marketing plan is a document that outlines the overall marketing strategy, specific actions to be undertaken and the logic underlying the recommendations. As such, it is the culmination of a detailed analysis of the company’s marketing situation and is a vital resource in a competitive market. This course builds on the introductory marketing course and will teach the basics of creating and communicating effective marketing plans by covering different aspects of such a plan like marketing audits, market analysis, marketing strategy, tactics and implementation tools. (3 units)
Course Number: 319-001 (In-class)
Consumer Behaviour
Consumer Behaviour pertains to the study of why and how consumers make decisions related directly or indirectly to a consumption event. For marketers, understanding the field of consumer behaviour is perhaps the most important tool for commercial success. This course will cover five aspects – the inner workings in the mind of a consumer that deals with consumer psychology; the different situational factors that influence the consumer decision; the process by which a consumer makes a decision; the aggregate aftermath of consumer decisions; and finally the key issues surrounding ethics and social responsibility. (3 units)
Course Number: 319-002 (In-class)
Integrated Marketing Communications
This course will focus on the important marketing topic of communication. The course will examine the strategy of communication and the effective use of communication elements: advertising, sales promotion, personal selling, public relations, event marketing, and media. (3 units)
Course Number: 319-003 (In-class)
Market Research
Effective marketing decisions often depend on effective marketing research. In a fast changing marketing landscape, and with subjective perceptions often driving customer decisions, data is often difficult to collect and when collected can be misleading and confusing. Proper marketing research techniques allow the marketing practitioner to sift through the noise to collect and analyze data for generating the most effective marketing insights. For this, market researchers deploy a wide variety of tools, procedures and frameworks leading to the proper collection, analysis and use of such data. This course will teach students the basic statistical procedures and how to interpret statistical results. A previous course in statistics is NOT required. (3 units)
Course Number: 319-004 (In-class)
Branding
This course will explore the world of branding that is so pervasive in our society today. We will discuss the foundation, application, and management of a strong brand. Topics will include key branding principles and brand equity, characteristics of a strong brand, brand building and positioning, the role of ethics in branding and the organizational framework for managing brands. (3 units)
Course Number: 319-006 (In-class)
Business to Business Marketing
To be effective in the marketing domain, marketing strategies need to take into account not only the customer but also the customer’s customers. While the basic principles of marketing still apply to business to business marketing there are significant differences with the traditional consumer marketing. Business to business marketing tends to be more sophisticated because business transactions typically include multiple levels of stakeholders and multiple decision makers. Business partners also play a greater role in the ultimate delivery of goods and services – whether on the supply or the distribution side. This course will teach the students the basic institutional details and principles of successful business to business marketing. (3 units)
Course Number: 319-007 (In-class)
Building Social Media Relationships
Explore the theoretical aspects and practical applications of social media tools including blogs, wikis, social media websites (i.e. Facebook and YouTube) to engage new audiences and build relationships. (3 units)
Course Number: 462-011(In-class)
Social Media Research and Techniques
Apply social media knowledge to public relations practice by conducting research, campaigns and engaging communities. Study current business cases to explore best practices. (3 units)
Course Number: 462-013 (In-class)