PrintIntroduction to Marketing (570-419/819)
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 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.
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Marketing Plans and Implementation (319-001)
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.
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Consumer Behaviour (319-002)
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.
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Integrated Marketing Communications (319-003)
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.
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Business Administration I (570-424/825)
This course examines the basic concepts related to management including finance, human resources, 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.
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Market Research (319-004)
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.
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Branding (319-006)
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.
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Business to Business Marketing (319-007)
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.
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Building Social Media Relationships (462-011)
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.
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Social Media Research and Techniques (462-013)
Apply social media knowledge to public relations practice by conducting research, campaigns and engaging communities. Study current business cases to explore best practices.
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