Honours Bachelor of Commerce – Marketing (BMRK)

This course introduces data management from the perspective of the Vs of Data Management, including Volume, Velocity, Variability, Validity, Value, Variety, Venue, Veracity, Vocabulary and Vagueness. This framework is used to highlight the role of management oversight and the reliability of management insights as they relate to the capture, cleaning, curation, integration, storage, processing, indexing, search, sharing, transfer, mining, analysis and visualization of large volumes of fast-moving and highly complex data. It presents an overview of concepts, tools and techniques for processing structured, semi-structured, and unstructured data.

This course introduces students to the methods used by marketing research to support responsible marketing-related business decisions. Students gain an understanding of the required steps in designing a market research study to yield relevant, timely, applicable and accurate information in a way that is ethical, professional and builds shareholder value for the enterprise. Students learn the advantages, disadvantages and best-fit situations for research methodologies, including practices used in secondary research, to capture appropriate stakeholder data to guide enterprise decision making.

In this course, students focus on the importance of every organization having a strategy that will allow it to be proactive rather than reactive in shaping its corporate future. This course provides students with the necessary skills to develop marketing plans and customer-based business strategies. Students analyze strategic market planning, the implementation of market-based business strategy and the evaluation of performance in the economy. The focus of this course is on the analysis of the environmental variables affecting a company, its industry and the incumbents’ choices of competitive strategies. It explores how companies strategically plan, create, deliver, maintain and sustain competitive advantage.

In this course students explore the fundamentals of Integrated Marketing Communication (IMC). The emphasis is placed on examining the strategy of marketing communication and the effective use of advertising, public relations, integrated promotion, consumer marketing, and experiential and interactive communication strategies. Students design a comprehensive and fully integrated marketing communications plan upon completion of this course.

This course provides a comprehensive review of common predictive analytic techniques as they relate to marketing. Students explore techniques presented under three main categories of predictive analytics: time series, regression and machine learning. The examination of these techniques will support making marketing forecasts, performing diagnostics, building predictive models, and using machine-learning techniques to profitably impact the customer journey. The emphasis of this course is on application rather than theoretical foundations of the techniques.

In this course, students study individual and group behavioural theories as they relate to marketing strategies. Students are introduced to sociological, psychological, and organizational behaviour theory, and apply them to marketing, advertising, and sales. Consumerism and social criticisms commonly made against marketing practitioners are discussed.

This course covers the conventional elements of direct and interactive marketing management, including list management, fulfillment, creative strategy and execution, testing and calculating the expected profitability of the direct marketing campaign. Students are introduced to different forms of direct response activities with an emphasis on the enabling effect of technology.

This course will expose students to analytic techniques used in marketing to support evidence-based decision making. The course covers a range of predictive and prescriptive techniques used for pricing, segmentation, targeting, new product development, advertising, promotion, and channel management. The techniques include optimization, conjoint analysis, cluster analysis, classification trees and perceptual maps. The emphasis will be on applications, rather than the theoretical foundations of techniques.

This course introduces analytical techniques to gain insight from customer data for direct marketing decisions to increase the response rate and total profitability of direct marketing campaigns. The course covers a range of data mining techniques used to reduce customer churn, enhance cross-selling and up-selling opportunities, identify the best channel to reach customers, and conduct segmentation analysis. Students learn data mining, process modeling and methods to apply them within the field of direct marketing and gain hands-on experience by applying data mining techniques to problems using real-world data.

This course builds upon the topics covered in Marketing Research I, developing a quantitative approach to market research. Students learn the steps required to design ethical market research studies to yield relevant, timely, applicable and accurate information. In this course, students identify the three types of statistical findings, develop an analysis, prepare a research proposal, draft questionnaires, tabulate and analyze data, and present their findings to decision makers and stakeholders. Cross-tabulation and data sorting are introduced as tools for segmentation analysis, consumer preference measurement, product design, and pricing research.

This course is designed to provide students with a robust understanding of brand management and branding as a powerful marketing concept in the creation of superior competitive advantage. The focus is on how brands are created, managed and evaluated to support positioning strategies. Students learn how to create branding strategies that are innovative and unique.

The course is the students? opportunity to execute a professional research study in their area of specialization. Students exercise their professionalism and applied research skills to facilitate a sound business decision on a problem/opportunity in a real client business context. In this course, students apply their consultative, project management and client service knowledge as they work in teams on a marketing problem. They prepare a professional research report and present findings and recommendations to a selected audience.

This course examines social media analytics as the derivation of consumer insights from social commentary. Students apply a variety of techniques and strategies for monitoring user behaviour on social media applications, with an emphasis on applying the analytical concepts and tools of marketing to decisions about segmentation and targeting, branding, pricing, distribution, and promotion. Students experience hands-on application of how to manage multi-ad online campaigns for pay-per-click programs to support social media campaigns.