Master of Marketing (MMKG)

Term 1 (Fall)

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• MKTG 5200 3.00 MARKETING MANAGEMENT

  This course familiarizes students with the major marketing concepts (buyer behaviour, segmentation, targeting, positioning, product/service development and management, pricing, distribution, communication). It applies these concepts to profit, not-for-profit, new, mature, service, product-based, domestic and international organizations. It develops specific skills such as problem-solving, verbal presentation, business writing and group work. Marketing ethics and sustainability issues are integrated into the course.

• MKTG 6050 3.00 MARKETING RESEARCH
  This course develops students' understanding of basic and advanced market research methods. Students learn to evaluate completed research projects and conduct research studies, developing proficiency in defining research questions, developing research designs, selecting appropriate samples, conducting analysis and writing actionable management reports. Also examined are mobile research, brand maps, social media monitoring/metrics, Big Data, consumer surveillance and data privacy issues. Prerequisite: SB/MKTG 5200.030
• MKTG 6100 3.00 STRATEGIC MARKET COMMUNICATIONS
  This course offers a focused approach to the formulation and implementation of an integrated communications strategy to meet particular marketing objectives. Topics of interest include advertising, sales, promotion, public relations, and social media communications, and their integration both online and offline. The approach is cutting edge, multidisciplinary, integrative, practical and applied. Teaching approaches include case analysis, discussion, and guest participants. Prerequisite: MKTG 5200 3.0
• MGMT 5190 1.50 PROFESSIONAL DEVELOPMENT HIVE – PART 1

  This course is designed to help master-level degree program students acquire skills and knowledge that will facilitate their professional development and increase their employability. The students (1) engage in self-assessment, (2) learn to promote themselves in an efficient manner, (3) design a customised internship/job search strategy and (4) develop their intercultural competence and applied knowledge of equity, diversity, and inclusion.

Plus ACTG 5200 3.00 or 3.00 credit 6000-level Marketing elective.*

Term 2 (Winter)

• MKTG 6370 3.00 MARKETING ANALYTICS

  Students learn methods and techniques to analyze and report on data generated from marketing activities. Common web analytic platforms such as Google Analytics will be reviewed and used to report on digital marketing activities. Key performance indicators (KPI), marketing dashboards, return on investment (ROI), customer satisfaction, loyalty and social media metrics will be generated and analyzed to meet the reporting needs of a broader marketing management strategy.

• MKTG 6550 3.00 BRAND MANAGEMENT
  In the complex contemporary world of marketing management, Brand Management must be both an art and a science. This course applies marketing strategy to the challenge of gaining sustainable competitive advantage in the global marketplace of brands. With a fundamental focus on building and maintaining strong brands with loyal consumer bases, a range of topics and teaching techniques are utilized. Prerequisite: MKTG 5200 3.0 Marketing Management
• MKTG 6560 3.00 DIGITAL MARKETING STRATEGY

  This course explores the ways in which digital marketing tools support overall marketing and business strategies. The course covers both fundamental strategic challenges as well as specific digital marketing tools. It will discuss which aspects of the business should be delivered online, and to inform executive decisions about how digital marketing environments affect communication, pricing, channel, targeting and positioning strategy.

• MGMT 5290 1.50 PROFESSIONAL DEVELOPMENT HIVE – PART 2

  This course builds on the knowledge acquired in Professional Development Hive – Part 1, MGMT 5190 course, continuing to help master-level degree program students acquire skills and knowledge that will facilitate their professional development and increase their employability. The students (1) develop an awareness of the changing professional environment, (2) learn how to effectively interact with other professionals in different cultural and organizational settings and (3) manage the job negotiation process.

Plus 3.00 credit 6000-level Marketing elective.

Term 3 (Summer)

• MKTG 6000 3.00 MARKETING FIELD PROJECT

  This is an experiential learning course that has student teams integrate and apply marketing concepts studied in the first two terms of the MMKG program to develop
  and communicate actionable recommendations for a real client organization.

• MKTG 6820 3.00 MARKETING DYNAMICS

  This Masters of Marketing program capstone course integrates, extends, and applies MMKG program concepts through a focus on the nearly constant shifts in marketing
  plans and implementations shaped and reshaped by marketplace actors (e.g., competitors, customers, internal capabilities). The course blends live case method, an
  intensive marketing simulation, and managerial readings and discussions to prepare students to evaluate, create, or respond to market dynamics.

  Pre-requisites: This is a core course for MMKG students who have completed all academic progression requirements to start the third and final program term.

Plus 3.00 credit 6000-level Marketing elective.