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This course introduces the basic concepts of marketing. Based on the fundamental notion that exchange is the essence of marketing, the course studies the major components of the marketing mix. The impact of different external environments is examined on a firm's marketing strategy that includes segmentation, targeting, and promotion. The basic concepts in consumer behaviour are discussed with a view to having satisfied and loyal customers.
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Lect: 3 hrs.
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Course Weight: 1.00
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Billing Units: 1
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The role of marketing is further examined through application of the principles and practices learned in MKT 100. The student has the opportunity to develop analytical and decision making skills relative to the marketing function within the goods and services sector.
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Lect: 3 hrs.
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| Prerequisite: MKT 100 or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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MKT
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403
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Marketing Communications I
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Marketing Communications is the 'face' an organization presents to its many publics including customers, suppliers, internal staff and other stakeholders. This course takes an 'integrated marketing communications' perspective on the process of developing promotional plans. The course reviews the role of various communication vehicles - advertising, public relations, sales promotion, the Internet, direct marketing, and personal selling. The focus is on the role marketing communications plays in building brand relationships and brand equity.
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Lect: 3 hrs.
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| Prerequisite: MKT 100 or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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MKT
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423
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Marketing Research
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This course covers the role of marketing research in the marketing process. The use of research, based on the 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 by participating in all stages of a survey research project. (Formerly MKT 523)
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Lect: 3 hrs.
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| Prerequisite: MKT 100 or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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MKT
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502
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Consumer Behaviour
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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 that determine consumer actions. Decision patterns in a variety of situations are analyzed with special reference to individual and group influences.
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Lect: 3 hrs.
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| Prerequisite: MKT 100 or HTM 302 or Direct Entry, Antirequisite: FNC 200
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Course Weight: 1.00
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Billing Units: 1
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MKT
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503
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Marketing Communications II
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This course builds on the learning in MKT 403 by deepening students' understanding of the practices of Integrated Marketing Communications. Students gain the additional practical knowledge and process skills through case studies and the development of a full Integrated Communications Plan.
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Lect: 3 hrs.
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| Prerequisites: (MKT 100 and MKT 403) or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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MKT
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504
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Effective Persuasion
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This course examines 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.
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Lect: 3 hrs.
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| Prerequisite: MKT 100 or HTM 302 or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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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 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.
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Lect: 3 hrs.
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| Prerequisite: MKT 100 or HTM 302 or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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MKT
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621
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Business-to-Business Marketing
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This course is designed to provide an understanding of the opportunities and problems facing management in the marketing of non-consumer goods and services. It examines the business-to-business (industrial) market, its structure, and the way in which this structure affects the functioning of the system. Buyers and their buying decision processes are studied in-depth, in order to provide insight into the formulation and implementation of strategies in markets where organizational buying behaviour dominates. (Formerly MKT 721.)
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Lect: 3 hrs.
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| Prerequisite: MKT 100 or HTM 302 or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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MKT
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702
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Marketing Management I
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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 in the context of environmental factors and influences. Students learn the necessary skills to identify, develop, present and defend marketing strategies and programs through class discussion and presentations.
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Lect: 3 hrs.
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| Prerequisite: MKT 100 or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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MKT
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723
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Services Marketing and Management
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This course examines many aspects of services including marketing, management, operations, quality, customer satisfaction, human resources and internationalization. Domestic and international examples are chosen from consumer and business-to-business services. Students undertake a full analysis of a service organization.
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Lect: 3 hrs.
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| Prerequisite: MKT 100 or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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In today's highly competitive environment, effective management of the sales force is one of the key functions on which modern business relies. 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.
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Lect: 3 hrs.
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| Prerequisites: (MKT 100 and MKT 504) or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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MKT
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730
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The Management of New Products
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The success of the firm depends to an important extent on effective innovation and product management. This course examines product management in depth, including practical methods of analysis, strategy formulation and implementation. The course content develops the skills and knowledge essential for managing and developing successful products.
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Lect: 3 hrs.
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| Prerequisite: MKT 100 or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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MKT
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731
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Industry Analysis
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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 impact 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.
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Lect: 3 hrs.
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| Prerequisite: MKT 100 or HTM 302 or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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MKT
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732
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Not for Profit Marketing
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Marketing has become an essential tool in the nonprofit sector. Changes in government policies are forcing today's nonprofits to adopt an entrepreneurial 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.
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Lect: 3 hrs.
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| Prerequisite: MKT 100 or HTM 302 or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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MKT
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802
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Marketing Management II
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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 permitted.
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Lect: 3 hrs.
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| Prerequisites: (MKT 100 and MKT 702) or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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This course exposes students to the growing field of sport marketing with particular focus on acquainting marketing majors, marketing minors and interested students from related fields (e.g. fashion, retail, hospitality and tourism, etc.) with the theory and practice of marketing specific to sport organizations. The course adopts an applied approach and emphasizes both professional and Olympic sport, focusing on the practical application of theory. Topics include sport brands, athletes, ambush marketing, events, sponsorship, and anti-doping.
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Lect: 3 hrs.
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| Prerequisite: MKT 100 or Direct Entry
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Course Weight: 1.00
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Billing Units: 1
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