Marketing Management (MKM)

Consumer and market understanding are critical inputs to manage and grow a brand in today?s marketplace. In this course, students apply concepts from psychology, sociology and economics to understand the purchase behaviour of consumers, relate these concepts to marketing theory and practice, and identify insights into the formulation and implementation of marketing strategies and tactics. Students will learn current and future trends in consumer behaviour with a North American focus and what it means for brand marketers. Students will understand different marketing research methodologies, be able to determine how and when a specific research methodology should be used and evaluate the relevance and accuracy of a market and consumer research study. They will interpret market research to uncover powerful insights to drive brand strategies and tactics.

This subject provides an overview of financial management and introduces financial concepts and techniques important to marketers. The focus of the course is on the development of financial literacy and application of financial information to business decision-making. Students will interpret financial statements; evaluate capital investment and operating decisions using sensitivity analysis and Net Present Value calculations; use financial control systems to assess operating performance; forecast market demand; prepare budgets and make investment decisions.

The purpose of this course is to provide a comprehensive and in-depth introduction to the fundamental make-up and structure of marketing. Students will come to understand that marketing is more than advertising, sales, promotions, etc. They will learn and experience that marketing is the management of all these elements (and more) as part of the marketing mix. They will work on assignments that build an understanding of how marketing helps enable organizations to reach objectives such as customer growth, customer satisfaction, sales generation, driving and growing revenue, increasing loyalty. This course will teach students to understand how and why marketing influences us and will help students acquire the fundamental skills, principles and strategies of the marketing discipline. The course will include but not be limited to; segmentation, targeting, positioning, marketing plan development, the 4 Ps, the 5 Cs and more.

More and more organizations are coordinating and combining their promotional efforts in order to achieve consistency, synergy, and maximum impact. This course explores the elements that make up an organizations promotional mix and provides a strategic framework for blending them into an integrated marketing communications (IMC) program. The course examines the promotional tools, execution techniques, and media options involved, as well as the functions performed by advertisers, agencies and specialized MarCom service providers in planning, and managing the IMC program.

This is an applied course in business-to -business (B2B) sales techniques. Students will learn and practice the fundamentals of the sales process, needs analysis, consultative selling and client relationship building. Students will develop interactive selling skills through self-evaluation of the effectiveness of their selling performance. Students will also learn how to apply B2B sales techniques to their search for a career.

This course will give a student a working knowledge of strategic decision making in a marketing context.

Canadians are consuming media differently, socializing in new ways, and demanding access to information anytime, anywhere. The line between personal and business are now blurred. Based on this cultural shift, creating effective digital marketing strategies and utilizing appropriate tactics to achieve marketing and organizational objectives is critical. Digital options whether recommended as a singular solution or integrated with traditional media are now an expected component of marketing plans. The personal brand is distinct from and yet part of the organizational brand.

As the customer is increasingly viewed as being at the centre of the marketing universe, it is becoming more important for firms to develop marketing strategies and tactics that will create opportunities for two-way communications with their customers. This course provides the students with the necessary skills and tools to assess customer needs, build and maintain positive relationships, and manage customers expectations in a growing and evolving electronic environment. Students, through the preparation of an interactive marketing plan, will evaluate an interactive marketing situation and recommend appropriate interactive solutions.

This work term will provide students with a college-approved work experience, in positions such as marketing assistants, communication interns, e-commerce coordinators or digital marketers, in small to large organizations in both the private and public sectors. In this course, students will apply skills learned in the academic setting as well as gain new workplace skills. Students will interact with industry professionals while developing and expanding their critical thinking, problem-solving and decision-making skills in a professional work environment. Through the work experience, students will gain an understanding of workplace accountabilities for their role, the role of team members and leaders in the workplace. The work experience will also provide the student with a variety of situations and opportunities to further develop their listening and communication skills, both oral and written, as pertinent to the job function and industry requirements.