RYERSON UNIVERSITY: Undergraduate Calendar 2004-05

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UNDERGRADUATE PROGRAM CALENDAR 2004-2005
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Marketing Courses
MKT 100 MKT 200 MKT 403 MKT 423 MKT 502 MKT 503 MKT 504 MKT 530 MKT 621 MKT 627 MKT 702 MKT 723 MKT 724 MKT 730 MKT 731 MKT 732 MKT 802

MKT 100 Marketing: Marketing I Lect: 3 hrs.

This course will examine the importance of marketing in society as well as within the firm. With the objective of creating loyal customers, the major components of the marketing mix will be studied. The role of marketing will be explored at the local, national and international levels. Both the final consumer and the business customer will be considered.

MKT 200 Marketing: Marketing II Lect: 3 hrs.

The role of marketing will be further examined through application of the principles and practices learned in MKT 100. The student will have the opportunity to develop analytical and decision making skills relative to the marketing function within the goods and services sector.
Prerequisite: MKT 100.

MKT 403 Marketing: Marketing Communications I Lect: 3 hrs.

Advertising and Public Relations are marketing communication methods that use mass media to build favourable attitudes toward brands. They must be planned within the context of an “integrated marketing communications” plan, i.e., a plan that uses a variety of techniques to communicate a common message about a product. This course provides students with an understanding of IMC and the role of advertising and public relations within an IMC plan. The focus is on the strategic aspects of creative development and media selection and planning.
Prerequisites: MKT 100 and MKT 200.

MKT 423 Marketing: Marketing Research Lect: 3 hrs.

This course covers the role of marketing research in the marketing process. The use of research, based on scientific method is studied as a tool of marketing management. Applications are examined in detail, from the point of view of both management and the researcher. Students learn by completing both a library research project and a survey research project. (formerly MKT 523).
Prerequisite: MKT 100.

MKT 502 Marketing: Consumer Behaviour Lect: 3 hrs.

Based on the premise that the consumer is the key person in consumer goods marketing strategies, this course examines in depth the complex behavioural processes which determine consumer actions. Decision patterns in a variety of situations are analyzed with special reference to individual and group influences.
Prerequisite: MKT 100.
Exclusion: FNC 200.

MKT 503 Marketing: Marketing Communications II Lect: 3 hrs.

Direct Marketing and Sales Promotion are marketing communication methods that use direct means and incentives to build brand sales. They must be planned within the context of an “integrated marketing communications plan”, i.e., a plan that uses a variety of techniques to communicate a common message about a product. This course provides an understanding of the role of direct marketing and sales promotion within an IMC plan. The focus is on the strategic decisions needed to select the appropriate tools and on evaluating the options available.
Prerequisite: MKT 403.

MKT 504 Marketing: Effective Persuasion Lect: 3 hrs.

An examination of the role of personal persuasion in the business world. Students discuss techniques for selling themselves, their ideas and/or their products to prospective employers or customers. Classroom demonstrations and role playing are used extensively. (formerly MKT 404).
Prerequisite: MKT 100.

MKT 530 Marketing: Internet Marketing Lect: 3 hrs.

The Internet challenges many of the traditional views of marketing. This course examines such issues as brand management, consumer behaviour, customer segmentation, advertising and international marketing, to identify how organizations need to adapt their approaches to marketing to take advantage of the new opportunities on the Internet. The course addresses marketing issues for both business-to-business and business-to-consumer.
Prerequisite: MKT 100; ITM 350 also recommended.

MKT 621 Marketing: Business-to-Business Marketing Lect: 3 hrs.

This course is designed to provide an understanding of the opportunities and problems facing management in the marketing of non-consumer goods and services. An examination of the business-to-business (industrial) market, its structure, and the way in which this structure affects the functioning of the system will be undertaken. Buyers and their buying decision processes will be studied in-depth, in order to provide insight into the formulation and implementation of marketing strategy in those markets where organizational buying behaviour dominates. (formerly MKT 721). Lect: 3 hrs.
Prerequisites: MKT 100 and MKT 200.

MKT 627 Marketing: Advanced Research for Marketers Lect: 3 hrs.

This applications course focuses on using research to make business decisions. It concentrates on the development and refinement of skills in communicating marketing needs, understanding the use of qualitative research designs and techniques, evaluating research reports, analyzing data effectively and using research results to develop reasonable and relevant marketing recommendations. (formerly MKT 727).
Prerequisites: MKT 100 and MKT 423.

MKT 702 Marketing: Marketing Management I Lect: 3 hrs.

This course is designed to provide students with an understanding of advanced marketing theory. Emphasis is placed on creating an appreciation of how the organization develops a marketing strategy, recognizing environmental factors and influences. Students will learn the necessary skills to identify, develop, present and defend marketing strategies and programs through class discussion and presentations.
Prerequisite: MKT 100.

MKT 723 Marketing: Services Marketing and Management Lect: 3 hrs.

We shall look at many aspects of services including marketing, management, operations, quality, customer satisfaction, human resources and internalization. Examples are chosen from consumer and business-to-business services, both domestic and international. All students undertake a full analysis of a service organization. Students are typically in the final year of their program and many are marketing majors. However, students from all areas have found the course to be of great value.
Prerequisite: MKT 100.

MKT 724 Marketing: Sales Management Lect: 3 hrs.

Effective management of the sales force is one of the key functions on which modern business relies in today’s highly competitive environment. This course examines both concepts and problems that relate specifically to sales management. Emphasis is on the practical application of sales planning, budgeting, recruiting and selection. It also includes in-depth analysis of quotas, territories, motivational methods, compensation and performance analysis.
Prerequisite: MKT 100 and MKT 504.

MKT 730 Marketing: The Management of New Products Lect: 3 hrs.

The success of the firm depends to an important extent on effective innovation and product management. It is the intent of this course to examine the essential component of product management in depth, including practical methods of analysis, strategy formulation and implementation. The course content will seek to develop skills and knowledge essential for the managing and development of successful products.
Prerequisites: MKT 100 and MKT 200.

MKT 731 Marketing: Industry Analysis Lect: 3 hrs.

This course presents a comprehensive framework for analyzing a company’s industry. It provides analytical techniques to help a company understand and predict the future of its industry, to understand the markets and competitive environment, and to understand the forces that will impact on its future success. An industry analysis is the underpinning for developing a successful strategy, and it provides clarity for the company’s position within an industry. This course is especially useful for both marketing students, and for those students wishing to pursue an entrepreneurial venture.
Prerequisite: MKT 100.

MKT 732 Marketing: Not for Profit Marketing Lect: 3 hrs.

Marketing has become an essential tool in the nonprofit sector. Changes in government policies are forcing today’s nonprofits to adopt an entrepreneurail style when competing for funds among donors, finding alternate opportunities for revenue generation and attracting volunteer labour. At the same time, nonprofits must collaborate with ‘competitors’ in order to optimize their limited resources. This course focuses on setting up effective marketing programs that a nonprofit might field on its own or in conjunction with other organizations. Current sector trends and case studies illustrating successes and failures in nonprofit marketing management are examined.
Prerequisite: MKT 100.

MKT 802 Marketing: Marketing Management II Lect: 3 hrs.

This course provides students with the opportunity to develop a complete, integrated marketing plan for a real company. Students meet with their client company at the beginning of the term to gather background information, midway through the term to present the strategic elements of their plan, and at the end of the term to present their complete set of strategic and tactical marketing recommendations. Library and field research is required to supplement background information supplied by the company. Grading is done by both the Instructor and the client company. This course is a group project, no individual study per-mitted.
Prerequisites: MKT 100 and MKT 702.

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MKT 100	Marketing: Marketing I	Lect: 3 hrs.
This course will examine the importance of marketing in society as well as within the firm. With the objective of creating loyal customers, the major components of the marketing mix will be studied. The role of marketing will be explored at the local, national and international levels. Both the final consumer and the business customer will be considered.

MKT 200	Marketing: Marketing II	Lect: 3 hrs.
The role of marketing will be further examined through application of the principles and practices learned in MKT 100. The student will have the opportunity to develop analytical and decision making skills relative to the marketing function within the goods and services sector.
Prerequisite: MKT 100.

MKT 403	Marketing: Marketing Communications I	Lect: 3 hrs.
Advertising and Public Relations are marketing communication methods that use mass media to build favourable attitudes toward brands. They must be planned within the context of an “integrated marketing communications” plan, i.e., a plan that uses a variety of techniques to communicate a common message about a product. This course provides students with an understanding of IMC and the role of advertising and public relations within an IMC plan. The focus is on the strategic aspects of creative development and media selection and planning.
Prerequisites: MKT 100 and MKT 200.

MKT 423	Marketing: Marketing Research	Lect: 3 hrs.
This course covers the role of marketing research in the marketing process. The use of research, based on scientific method is studied as a tool of marketing management. Applications are examined in detail, from the point of view of both management and the researcher. Students learn by completing both a library research project and a survey research project. (formerly MKT 523).
Prerequisite: MKT 100.

MKT 502	Marketing: Consumer Behaviour	Lect: 3 hrs.
Based on the premise that the consumer is the key person in consumer goods marketing strategies, this course examines in depth the complex behavioural processes which determine consumer actions. Decision patterns in a variety of situations are analyzed with special reference to individual and group influences.
Prerequisite: MKT 100.
Exclusion: FNC 200.

MKT 503	Marketing: Marketing Communications II	Lect: 3 hrs.
Direct Marketing and Sales Promotion are marketing communication methods that use direct means and incentives to build brand sales. They must be planned within the context of an “integrated marketing communications plan”, i.e., a plan that uses a variety of techniques to communicate a common message about a product. This course provides an understanding of the role of direct marketing and sales promotion within an IMC plan. The focus is on the strategic decisions needed to select the appropriate tools and on evaluating the options available.
Prerequisite: MKT 403.

MKT 504	Marketing: Effective Persuasion	Lect: 3 hrs.
An examination of the role of personal persuasion in the business world. Students discuss techniques for selling themselves, their ideas and/or their products to prospective employers or customers. Classroom demonstrations and role playing are used extensively. (formerly MKT 404).
Prerequisite: MKT 100.

MKT 530	Marketing: Internet Marketing	Lect: 3 hrs.
The Internet challenges many of the traditional views of marketing. This course examines such issues as brand management, consumer behaviour, customer segmentation, advertising and international marketing, to identify how organizations need to adapt their approaches to marketing to take advantage of the new opportunities on the Internet. The course addresses marketing issues for both business-to-business and business-to-consumer.
Prerequisite: MKT 100; ITM 350 also recommended.

MKT 621	Marketing: Business-to-Business Marketing	Lect: 3 hrs.
This course is designed to provide an understanding of the opportunities and problems facing management in the marketing of non-consumer goods and services. An examination of the business-to-business (industrial) market, its structure, and the way in which this structure affects the functioning of the system will be undertaken. Buyers and their buying decision processes will be studied in-depth, in order to provide insight into the formulation and implementation of marketing strategy in those markets where organizational buying behaviour dominates. (formerly MKT 721). Lect: 3 hrs.
Prerequisites: MKT 100 and MKT 200.

MKT 627	Marketing: Advanced Research for Marketers	Lect: 3 hrs.
This applications course focuses on using research to make business decisions. It concentrates on the development and refinement of skills in communicating marketing needs, understanding the use of qualitative research designs and techniques, evaluating research reports, analyzing data effectively and using research results to develop reasonable and relevant marketing recommendations. (formerly MKT 727).
Prerequisites: MKT 100 and MKT 423.

MKT 702	Marketing: Marketing Management I	Lect: 3 hrs.
This course is designed to provide students with an understanding of advanced marketing theory. Emphasis is placed on creating an appreciation of how the organization develops a marketing strategy, recognizing environmental factors and influences. Students will learn the necessary skills to identify, develop, present and defend marketing strategies and programs through class discussion and presentations.
Prerequisite: MKT 100.

MKT 723	Marketing: Services Marketing and Management	Lect: 3 hrs.
We shall look at many aspects of services including marketing, management, operations, quality, customer satisfaction, human resources and internalization. Examples are chosen from consumer and business-to-business services, both domestic and international. All students undertake a full analysis of a service organization. Students are typically in the final year of their program and many are marketing majors. However, students from all areas have found the course to be of great value.
Prerequisite: MKT 100.

MKT 724	Marketing: Sales Management	Lect: 3 hrs.
Effective management of the sales force is one of the key functions on which modern business relies in today’s highly competitive environment. This course examines both concepts and problems that relate specifically to sales management. Emphasis is on the practical application of sales planning, budgeting, recruiting and selection. It also includes in-depth analysis of quotas, territories, motivational methods, compensation and performance analysis.
Prerequisite: MKT 100 and MKT 504.

MKT 730	Marketing: The Management of New Products	Lect: 3 hrs.
The success of the firm depends to an important extent on effective innovation and product management. It is the intent of this course to examine the essential component of product management in depth, including practical methods of analysis, strategy formulation and implementation. The course content will seek to develop skills and knowledge essential for the managing and development of successful products.
Prerequisites: MKT 100 and MKT 200.

MKT 731	Marketing: Industry Analysis	Lect: 3 hrs.
This course presents a comprehensive framework for analyzing a company’s industry. It provides analytical techniques to help a company understand and predict the future of its industry, to understand the markets and competitive environment, and to understand the forces that will impact on its future success. An industry analysis is the underpinning for developing a successful strategy, and it provides clarity for the company’s position within an industry. This course is especially useful for both marketing students, and for those students wishing to pursue an entrepreneurial venture.
Prerequisite: MKT 100.

MKT 732	Marketing: Not for Profit Marketing	Lect: 3 hrs.
Marketing has become an essential tool in the nonprofit sector. Changes in government policies are forcing today’s nonprofits to adopt an entrepreneurail style when competing for funds among donors, finding alternate opportunities for revenue generation and attracting volunteer labour. At the same time, nonprofits must collaborate with ‘competitors’ in order to optimize their limited resources. This course focuses on setting up effective marketing programs that a nonprofit might field on its own or in conjunction with other organizations. Current sector trends and case studies illustrating successes and failures in nonprofit marketing management are examined.
Prerequisite: MKT 100.

MKT 802	Marketing: Marketing Management II	Lect: 3 hrs.
This course provides students with the opportunity to develop a complete, integrated marketing plan for a real company. Students meet with their client company at the beginning of the term to gather background information, midway through the term to present the strategic elements of their plan, and at the end of the term to present their complete set of strategic and tactical marketing recommendations. Library and field research is required to supplement background information supplied by the company. Grading is done by both the Instructor and the client company. This course is a group project, no individual study per-mitted.
Prerequisites: MKT 100 and MKT 702.