ºÚÁϱ¬ÁÏÍø

Introductory Marketing

This course introduces students to the major concepts involved in the function of marketing. The course addresses the role of marketing in the firm, 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, promotion, and participation), current marketing issues, sustainability, and analytical methods.

Personal Selling

This course focuses on the theoretical and practical techniques used in selling goods and services in a business-to-business (B2B) environment. Emphasis is given to developing a selling framework along with practical skills in presenting goods and services to prospective buyers.

Attention is devoted to the art of uncovering needs or identifying problems through the use of probing questions and developing professional relationships in business.

Understanding 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.

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.

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.

Digital Marketing I

This course will introduce students to digital marketing and how organizations communicate, promote, price, and distribute products online. By examining various components of marketing in a digital context, students will develop the knowledge, comprehension, and techniques to market in the online environment. By the end of the course, students will be able to assess a company’s online presence and how to improve its use of digital marketing.

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.

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.

International Marketing

This course examines the 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; the development of marketing plans for non-Canadian situations; and the impact of digital media and globalization in international business.

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.

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.

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.

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.

Financial Services Marketing

In recent years, marketing in the financial services sector has experienced significant growth. Marketers are challenged to keep pace. Fuelled by new technologies, tighter regulations, increased competition and heightened consumer expectation – the industry has undergone significant change. This course will take an in-depth look at Canada’s financial landscape. It will distinguish between banks and credit unions; it will dissect and analyze a variety of positioning and branding strategies used by both.

In addition, it will explore how marketers develop a deep understanding of financial service segments, tailor products accordingly, and communicate via channels of the target market’s choice. The marketing mix for financial services will be covered, along with the concepts of marketing as they apply to the unique nature of services. An emphasis will be placed on traditional marketing concepts such as brand management and strategy development, as well are more intangible ideas such as loyalty, trust, ‘stickiness’, experiential marketing, customer acquisition and retention, and relationship management.

New Venture Marketing

This dynamic, marketing-driven course empowers students to navigate the exhilarating journey of new product venture development, blending marketing savvy with innovation to transform ideas into viable business opportunities. Through a hands-on approach, participants will master the art of navigating a development of new idea by identifying market opportunities, assessing viability, implementing strategic pivots for optimization, and validating their concept through the development of an initial Minimum Viable Product (MVP). Ultimately, students will refine their vision into an investor-ready pitch, presented to a panel of industry experts.

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.

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.

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.