Marketing

Code Course Description
COBA 4885

Experiential Learning & Internship

This course provides students with the opportunity to apply their classroom learning in an actual business environment. The Experiential Learning & Internship course involves ongoing consultation between the student, the faculty advisor and the employment supervisor. The student is placed in a sponsoring firm identified or approved by faculty, and assigned tasks and challenges appropriate to a junior management/ marketing/business/administrative and/or sales employee. The experience provides an opportunity to apply theory and knowledge in a business situation, and it enables the student to integrate their knowledge with actual practice as it applies in the sponsoring firm. The internship experience is designed to provide the student with practical experience in solving real-world problems. This course is intended for marketing and business students.

MARK 1120

Introductory Marketing

This course introduces the student to the major concepts involved in the marketing function. The course addresses the role of marketing in the firm and in the business community, and explores the tools and techniques used in developing a marketing strategy. Particular emphasis is placed on the importance of the elements of the marketing mix -- product, price, place and promotion, current marketing issues and analytical methods.

MARK 2150

Personal Selling

This course focuses on the theoretical and practical techniques used in selling goods and services in a business-to-business (b-to-b) environment. Emphasis is given to developing practical skills in presenting goods and services to prospective buyers. Attention is devoted to the art of persuasion as a life-skill and to the need to develop professional relationships in business. The importance of the sales professional in the business community and the need for ethical behaviour is emphasized. The overriding sales philosophy is relationship focused and the customer approach is consultative.

MARK 3215

Buyer Behaviour

This course analyzes buyer behaviour in both organizational and consumer markets. Effects on a firm's marketing strategy when dealing in consumer versus organizational markets are explored. The process buyers go through in searching for, evaluating and purchasing products and services is analyzed. The course also covers researching, delivering and evaluating customer satisfaction and quality service.

MARK 3220

Marketing Essentials for Employment Supports Specialty

This course introduces the student to the major concepts involved in the marketing and sales functions. The course addresses the role of marketing in the non-profit sector and explores the tools and techniques used in developing a marketing strategy, as well as a successful sales process. Particular emphasis is placed on the importance of the elements of the marketing mix – product, price, place and promotion, and current marketing issues. In addition, the course focuses on theoretical and practical techniques used in selling goods and services in a professional environment. Emphasis is given to developing practical marketing skills, and developing long term business relationships. Attention is devoted to the art of persuasion as a life-skill, and the importance of ethical behaviour is emphasized.

MARK 3235

e-Marketing

This course examines the role of digital media, including the web, e-mail, and wireless, within the marketing function. The role of digital media in identifying, anticipating and satisfying consumer needs and wants will be explored. The internet is impacting the way organizations communicate, conduct research, promote themselves, price and distribute their products. These impacts, as well as others will be considered.

MARK 3240

Sport and Event Marketing

This course will introduce students to both the theory and practice associated with sport and event marketing within the context of integrated marketing communications. Sports and events cut through the advertising clutter, providing businesses and organizations with a powerful channel to meaningfully connect with consumers and influence their purchasing decisions. Classes will explore the sports industry, its expansion both in Canada and abroad, and use its most meaningful examples and case studies to illustrate its tactical and strategic benefits, opportunities and challenges for marketers. Students will be exposed to topics such as branding, promotions, sponsorship, licensing, ambush marketing, ticket sales, event planning, sports media, digital media, relationship marketing and experiential marketing, while also touching on related categories such as entertainment, nonprofit and tourism.

MARK 3280

Sustainability & Corporate Social Responsibility

This course provides students with an introduction to the concepts of sustainability and corporate social responsibility in a business context. The course takes a managerial perspective, and incorporates a global orientation. Topics like the triple bottom line, global warming, the product life cycle, and carbon neutral are covered. Students are urged to embrace the belief that corporations need to be socially responsible, as well as sensitive to environmental concerns.

MARK 3300

International Marketing

This course examines international marketing activities of firms operating in the global marketplace, and relates marketing to specific international conceptual and empirical issues. The course builds on the basic principles of marketing, marketing research, planning and strategy and explores their use in global applications. Particular emphasis is placed on gathering international market intelligence, identifying current issues impacting on organizations operating internationally, and developing competitive international marketing strategies. The course will explore differences in global environment in different cultures; the political, legal, and economic conditions that affect market entry strategies and marketing mix decisions; and the development of marketing plans for non-Canadian situations.

MARK 3313

Non-profit Marketing

This course introduces students to the challenges of marketing in the non-profit sector, defined as those organizations that seek to serve the public good without the motivation of profit. Students will learn the role and application of marketing to promote social change and to achieve social goals for non-profit organizations. Topics specific to the non-profit environment will include social and cause related marketing, fundraising, volunteer management and recruitment. Students will gain practice in applying marketing in a diverse range of non-profit environments including charities, social programs and ideas, health, education, the arts, as well as goods and services.

MARK 3315

International Marketing Research

This course will provide students with a detailed study of the principles and methods of research as applied to the international community. Topics covered include identification and evaluation of research needs, methods of acquiring information, tools for analysis and presentation of findings. The focus will be on challenges of collecting and using research across cultural boundaries. Extensive use will be made of computer-based applications, including spreadsheets, on-line research and internet browsers.

MARK 3340

Promotional Strategy

This course covers the marketing concept of promotion, in all its forms. Integrated marketing communications is introduced as the coordinating force in promotion; and advertising, sales promotion, public relations, personal selling, internet initiatives and events are explored as the key promotional techniques. The promotional process is covered from the stand-point of the firm, and the marketing manager. The course will also cover the nature and the process of communications and the impact it has on the individual, the organization and consumer.

MARK 3490

Business Marketing

Firms that operate in the business to business marketplace are increasingly recognizing the importance of marketing’s role and contribution as a critical aspect of their operation, to help them achieve their goals. The business marketing world differs in many ways from the consumer world, and company competitiveness and reputation in the business to business marketplace are usually a direct result of their marketing competence. This course provides the knowledge and understanding of key business to business (B2B) marketing principles and processes, and the methodology of applying the marketing drivers.

MARK 3500

Financial Services Marketing

Marketing in the financial services sector has experienced significant growth and change in recent years, fuelled by new technologies, increased competition, changing consumer attitudes, and product development. Marketers in this field are constantly challenged, and require a broad skill set and a variety of approaches to execute their marketing activities successfully. This course will explore how financial institutions develop an understanding of their target consumers to enable them to design appropriate products and services, and then how they market their products and services effectively. The marketing mix for financial services will be covered, along with the concepts of marketing as they apply to the unique nature of services. Relationship marketing, attracting and retaining customers, marketing tools and techniques, and strategy development will all be emphasized.

MARK 4220

Pricing for Marketers

In business, pricing decisions are one of the last to be made and often produce unsatisfactory results. This course will focus on understanding the importance of value when considering price, particularly value as seen from the customer’s perspective. While exploring various formulations for determining price, students will look at how real business decisions influence pricing, and work with local businesses to understand how they formulate pricing strategies.

MARK 4235

Digital Marketing II

This course is an advanced study and application of digital marketing strategy, online branding and digital communications. Students will learn how to effectively use digital marketing concepts applied to modern business scenarios and common marketing challenges. Special attention is given to social media, search marketing, online advertising, online reputation management, mobile marketing, web analytics, lead generation, emerging technologies and the overall integration of digital strategies with non-digital marketing.

MARK 4240

E-Commerce: Strategy for Online Retailing

This course examines the various techniques available to marketers to drive digital business management practices that aim to generate revenue and Return on Investment (ROI). From the monetization of mobile marketing, games and apps to lead generation and e-Commerce portals and through user interfaces that shape our online experiences, this course explores how businesses in our digital world manage their marketing spend effectively. In addition, the regulations that surround those practices from legal to privacy and ethical perspectives are examined for their impacts.

MARK 4270

Market Intelligence

Market intelligence (MI) is a key tool for better decision making, success, and even survival for firms today, and it comes from the strategic use of a carefully analyzed collection of key information. Enterprise-wide use of market intelligence is increasing, as firms see its power and benefit. Firms that embrace market intelligence use it at all levels of the organization, fostering a culture where everyone thinks “intelligence”, and contributes to its evolution. The establishment of a market intelligence process in firms today is increasing at a rapid rate.
Effective MI is a process of: identifying and collecting information, both internal and external to the firm; analyzing it, interpreting it using business and industry experience and knowledge; and using it to make more informed decisions. This course provides a broad and in-depth understanding of market intelligence (MI), focusing on MI as a process, and the perspective taken will be that of à manager using market intelligence. Students will learn the tools, techniques, sources, analytical processes and technology of MI, and will review best practices and cases of MI in action. This course is intended for marketing and business students.

MARK 4340

Digital Promotions and Social Media

This course examines how practical application of digital promotional tools are used in a larger strategy to bolster Business to Consumer and Business to Business channels. The tools learned in this course will propel students and forward-thinking organizations to leverage the power of digital promotions and social media in a strong combination. Key areas include mobile, social, content marketing, and promotions. From this course, you will develop a portfolio through the term project.

MARK 4360

Customer Relationship Management

This course examines the concept of customer relationship management (CRM), its evolution and implementation. The approach is analytical and managerial, and covers: understanding issues, tools, techniques and terminology; establishment, management, mining and analysis of customer databases; assessing customer valuation and establishing metrics; identifying, defining and understanding customer segments; estimating profitability; and designing targeted marketing campaigns and customer communications. Customer relationship management explores database planning, design and creation, and focuses on the role of CRM in a firm's marketing strategy, with emphasis on customer relationship building and servicing.

MARK 4390

Professional Sales

Marketing 4390 is an advanced course in professional selling. Emphasis will be placed on the development of skills in qualifying sales opportunities, self-management, negotiation and the preparation of sales proposals and presentations. Students will explore the nuances of selling to multiple buyers and complicated sales situations. As part of the course work, the students will be assigned to a real-life professional selling project with a local non-profit organization where they will be responsible for managing the sales process for a select number of prospects.

MARK 4400

Personal Selling In International Marketplace

This course focuses on theoretical and practical techniques used in selling goods and services in the International marketplace. Emphasis will be on dealing with various cultures and ethnic groups that make up the international market. Attention will be paid to adapting the theoretical selling skills to fit different cultural requirements of the market, in order to achieve effective partnerships, culminating in long-term relationships.

MARK 4410

Sales Management

This is a comprehensive course in sales management principles and methods featuring allocation of priorities to the company's sales objectives and responsibilities; formulation of sales policy; tasks of planning, organizing, staffing and controlling the work of the field sales force. Understanding the human dynamic in managing salespeople and discussing some of the opportunities and challenges that sales managers face in their day-to-day work. Discussing the role of sales management in the broader corporate environment and the career opportunities that are available working in the sales and sales management functions. The course also reinforces the need for sales managers to display strong ethical behaviour with customers and employees alike.

MARK 4420

Digital Analytics

This course examines the strategic use of analytics for digital marketing. The course focuses on measuring and analyzing online analytics and how analytic insights and intelligence can be reported and used to inform marketing strategies. Different types of online data are explored, with emphasis on learning relevant tools and platforms. This course also explores different ways analytics can be communicated, so management can understand digital analytics’ strategic and organizational impact.

MARK 4440

Marketing Strategy

This course is an advanced study of the marketing function. Using analytical techniques, emphasis is placed on analysis and solution of business problems. Special attention is given to planning and positioning strategies.

MARK 4441

Marketing Research

This course provides a detailed study of the objectives, principles and methods of marketing research, which is covered from the perspective of the user as well as the practitioner of the research. This course takes a managerial focus, and emphasizes market intelligence, providing quality information upon which managers can act and make informed decisions. Computer-based applications of mathematical and statistical techniques are used.

MARK 4470

Professional Services Marketing

Marketing in the professional services sector has experienced significant growth and change in recent years. Historically professional services firms were limited in their marketing activities and often success was determined by personal relationships and industry contacts. There is now more latitude and urgency for marketing in this sector, and each firm is challenged to differentiate itself from its competitors. In some sectors there is seasonality which can have an impact on the price of services and the perceived value by the client. There is the constant threat of ‘commoditization’ which means that the marketing function has to be consistently working on articulating the value proposition of the firm. Relationship marketing, attracting and retaining clients, marketing tools and techniques as well as strategic planning are explored as key components of professional services marketing.

MARK 4483

Marketing Practicum

A directed studies program where students work on practical marketing projects. Students will identify the marketing challenge, develop the framework for the project, gather the necessary information and data, undertake the necessary marketing analysis, and summarize their findings and recommendations in a final report.