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  Undergraduate Calendar 2015-2016
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2015-2016 Undergraduate Calendar
HOME Courses Marketing (MKT)

Marketing (MKT)
MKT 100 Principles of Marketing
This course introduces students to the fundamental building blocks of marketing: the theories, principles and concepts of market behavior; marketing metrics and financial marketing; and the skills to leverage this knowledge with IT tools to execute marketing strategies. Students begin to develop the quantitative and qualitative skills and knowledge to make effective and ethical decisions in both the consumer and business markets. Topics include financial marketing, the marketing mix, environmental scanning, segmenting, targeting and positioning. Students planning to enter the Marketing Management Major must obtain a 2.67 GPA (B-) in this course.
Lect: 3 hrs.
Antirequisite: INP912
GPA Weight: 1.00
Billing Units: 1
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MKT 300 Marketing Metrics and Analysis
This course provides students with state-of-the-art contemporary demand and supply marketing metrics and analytic tools, such as marketing research, share of mind, margins and profits, product, sales force, and channel management, advertising media and web metrics to integrate marketing performance with the firm's strategic thrusts and corporate finances. Students are introduced to the case method as a model for critically analyzing situations and developing evidence-based, ethical decision-making skills using marketing theory and marketing metrics. (No transfer credit ruling).
Lect: 3 hrs.
Prerequisite: MKT 100 or HTM 302 or Direct Entry
GPA Weight: 1.00
Billing Units: 1
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MKT 310 Marketing Plans
Marketing is about creating, communicating and delivering value to customers. This course focuses on developing plans for identifying and attracting desirable customers for a business. Topics include strategic market planning, the 4 Ps of marketing, segmentation, targeting, positioning, and basic marketing metrics. Students learn how to develop an effective marketing plan for a new product or service in common vertical markets such as hospitality, retail, consulting, and professional services. This course is not available to programs within the Ted Rogers School of Management.
Lect: 3 hrs.
Prerequisite: BSM 200; Restriction: Not available to students in programs within the Ted Rogers School of Management
GPA Weight: 1.00
Billing Units: 1
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MKT 400 Understanding Consumers and the New Media
The online world is becoming more social and therefore more like the offline world. This shift has changed the nature of marketing from one-way mass communication to a conversation. This course uses social science theories to understand consumers and design effective marketing strategies with an emphasis on digital media applications. This theoretical course is fundamental to analyzing, interpreting, and understanding the personal, psychological, social, and economic aspects of the marketing environment. (No transfer credit ruling).
Lect: 3 hrs.
Prerequisite: MKT 300, Antirequisites: MKT 502, RMG 302
GPA Weight: 1.00
Billing Units: 1
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MKT 500 Marketing Research
This course examines the role of marketing research in making strategic marketing decisions through the application and use of the scientific method and traditional quantitative and qualitative marketing research tools. Students hone their quantitative skills by developing a deeper understanding of the importance of large datasets, Web analytics and secondary analysis, and the role of financial and other marketing metric data in evidence-based and ethical decision-making. Group project work develops communication and teamwork skills. (No transfer credit ruling).
Lect: 3 hrs.
Prerequisite: MKT 300
GPA Weight: 1.00
Billing Units: 1
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MKT 504 Effective Persuasion
This course covers the fundamentals of the sales process and personal persuasion in the business world. Students work individually and in groups to discuss the theories and practice of effective techniques for selling themselves, their ideas and/or their products to prospective employers and/or customers. Students participate in discussions and role playing to develop an ethical understanding of customer interface, and high level communication and interpersonal skills, which are the cornerstones for successful selling. (No transfer credit ruling).
Lect: 3 hrs.
Prerequisite: MKT 100 or HTM 302
GPA Weight: 1.00
Billing Units: 1
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MKT 510 Innovations in Marketing
This course focuses on understanding current issues, trends and challenges facing marketers from the perspective of marketing theory, marketing metrics, and IT tools and capabilities. Issues include brand equity, the social web, advertising and communication, business to business marketing, "green" marketing, marketing and public policy and product/service innovation.
Lect: 3 hrs.
Prerequisite: MKT 300 and MKT 400
GPA Weight: 1.00
Billing Units: 1
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MKT 600 Integrated Case Analysis
This course provides an opportunity for students to integrate skills and knowledge already learned about marketing theory and principles, marketing metrics, and the strategic opportunities afforded by technology. Using comprehensive cases that reflect a variety of marketing issues, situations and challenges, students enhance their written and oral communication skills through case analysis and presentations conducted in teams. The course focuses on enhancing analytic, synthesis, integration and research skills to arrive at an evidence-based recommendation. (No transfer credit ruling).
Lect: 3 hrs.
Prerequisite: MKT 400 or RMG 302
GPA Weight: 1.00
Billing Units: 1
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MKT 700 Business Intelligence/Decision Modeling
This quantitative course advances and enhances skill with marketing metrics through experience with relational databases, data preparation, data analysis, predictive modeling, and common software suites. Using case studies and spreadsheets, students gain insight into when and how to apply data modeling techniques, such as linear regression, logistic regression, decision trees, neural analysis and customer clustering, and their role in strategic decision-making and market plan development. (No transfer credit ruling).
Lect: 3 hrs.
Prerequisite: MKT 300 and MKT 500
GPA Weight: 1.00
Billing Units: 1
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MKT 702 Advanced Marketing Management
This advanced course provides students with a deep understanding of the integration of all marketing functions, practices and theories in order to address strategic problems and challenges. Case studies, class discussions and small group projects with external clients allow students to apply their theoretical knowledge, and employ their IT and quantitative skills, while experiencing real business situations and the challenges of developing effective marketing strategies in a dynamic business environment.(No transfer credit ruling).
Lect: 3 hrs.
Prerequisite: MKT 300 and MKT 600
GPA Weight: 1.00
Billing Units: 1
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MKT 723 Marketing in the Service Industry
This course focuses on the unique challenges faced by Canadian-based service industry companies, such as banks, restaurants, airlines, hotels and insurance. It explores marketing strategies utilized by these firms to improve customer retention, increase customer value and outperform competitors. Students work in groups to complete a marketing plan for a new or existing service, either B2B, B2C, government or not-for-profit by integrating and applying their knowledge of marketing functions and by employing both quantitative and qualitative analytical tools. (No transfer credit ruling).
Lect: 3 hrs.
Prerequisite: MKT 100 or HTM 302 or Direct Entry
GPA Weight: 1.00
Billing Units: 1
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MKT 730 Assessing/Managing Market Opportunities
This course examines the creative process of creating new ideas for products and services, the business case that must be made to take an innovation to market, and the strategic formulation and implementation necessary to manage a product for success. Students use both quantitative and qualitative tools to analyze the market, the barriers to entry and the implementation challenges that must be addressed to turn an innovative idea into a marketing success. (No transfer credit ruling).
Lect: 3 hrs.
Prerequisite: MKT 100 or HTM 302 or Direct Entry
GPA Weight: 1.00
Billing Units: 1
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MKT 731 Competitive Intelligence
This course presents a comprehensive framework for analyzing competition and developing successful marketing strategies. Students develop advanced skills in quantitative and qualitative tools and techniques in order to analyse, predict and understand a company's relative position, the general market situation, the future of the industry, and the opportunities, threats and environmental forces that may impact the future success of an industry, a company, a product or a service. (No transfer credit ruling).
Lect: 3 hrs.
Prerequisite: MKT 100 or HTM 302 or Direct Entry
GPA Weight: 1.00
Billing Units: 1
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MKT 802 Advanced Market Planning
This capstone course provides students with the opportunity to work in groups to develop a complete integrated marketing plan for a real client. The plan includes a complete set of actionable tactical and strategic recommendations based on primary and secondary research that addresses the client's problems and issues and identifies future opportunities. There is a strong emphasis on interpersonal skills as students manage their project timelines and their relationship with their client. (No transfer credit ruling).
Lect: 3 hrs.
Prerequisite: MKT 702
GPA Weight: 1.00
Billing Units: 1
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MKT 828 Sport Marketing Concepts and Strategy
This course exposes students to the fundamental concepts and strategies related to marketing in sport and recreation organizations. The course adopts an applied approach and emphasizes university/college, technology, sport sponsorship, focusing on the practical application of theory. Topics include the Canadian sport industry, sport brands, media and distribution, promotion and events.
Lect: 3 hrs.
Prerequisite: MKT 100 or HTM 302 or Direct Entry; Antirequisite: MKT 827
GPA Weight: 1.00
Billing Units: 1
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MKT 829 International Sport Marketing
This course exposes students to the concepts and theories related to marketing in international sports organizations. The course adopts an applied approach and emphasizes both professional and Olympic sport, focusing on the practical application of theory. Topics include sport agents, marketing world sporting events, financing, marketing sport facilities, ambush marketing, events sponsorship, and anti-doping.
Lect: 3 hrs.
Prerequisite: MKT 100 or HTM 302 or Direct Entry; Antirequisite: MKT 827
GPA Weight: 1.00
Billing Units: 1
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MKT 850 Applied Research Project
Students work in groups to complete a research project for an organization, association or company. The project includes primary and secondary research that addresses the client's problems and issues and identifies future opportunities through a set of actionable recommendations. There is a strong emphasis on interpersonal skills as students manage their project deliverables and their relationship with the client.
Lect: 3 hrs.
Prerequisite: MKT 100 or HTM 302 or Direct Entry
GPA Weight: 1.00
Billing Units: 1
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