Marketing

Requirements

To specialize in Marketing, enrol in 12.00 credits of Elective Courses.

Elective Courses

• MKTG 3000 3.00 FUTURE OF MARKETING

  This course develops students’ abilities to reimagine and develop new conceptual frameworks, methodologies, and technologies for future of marketing strategies. Students learn how to communicate novel marketing concepts to management. The course teaches students how to research, create, implement and evaluate innovative marketing plans for nascent digital technologies. Students learn to think and write critically about consumer privacy and ethics.

  Note: Priority given to 3rd year BBA/iBBA students.

• MKTG 3100 3.00 MARKETING RESEARCH

  This course develops a managerial appreciation of marketing research. The steps of the research project are delineated, from problem definition through research design, sample selection, data collection, analysis and presentation. The concepts discussed are integrated into the broader requirements of a marketing information system. A major term project is required.

  Prerequisite: SB/MKTG 1030 3.00
  (Previously offered as SB/ MKTG 2030 3.00).

• MGMT 3150 3.00 BUSINESS CASE ANALYSIS AND PRESENTATION SKILLS DEVELOPMENT

  This course familiarizes students with key elements related to analyzing and developing comprehensive solutions for business cases with the goal of improving participants' ability to present their arguments in a compelling way, preparing them for job interviews, work and case competitions. Participants will also develop specific skills such as problem-solving, presentation building, story-telling and managing group dynamics. This course will require students to present frequently, coach others and reflect on their own progress based on feedback and observing their videotape performances. MBA students and former SSB will provide feedback in some sessions. The course will culminate with an In-Class Case competition.

  Pre-requisite: Successful completion of all Year 1 and 2 core courses.

• MKTG 4100 3.00 STRATEGIC MARKET COMMUNICAITONS

  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 to communications is cutting edge, multidisciplinary, integrative, practical, and applied. Teaching approaches are varied and include case analysis, discussion, and guest participants.

  Prerequisite: SB/MKTG 1030 3.00 (Previously offered as SB/MKTG 2030 3.00).

• MKTG 4150 3.00 CONSUMER BEHAVIOUR

  What do products and services mean to consumers? How do consumers decide what to buy? What are the effects of the social environment on purchases? This course examines these and other fundamental marketing concerns by blending contemporary theory and research with application to actual market problems. Recent contemporary theory topics have included low involvement buying, situation analysis and alternative explanations of consumer motivations.

  Prerequisite: SB/MKTG 1030 3.00 (Previously offered as SB/MKTG 2030 3.00).

• MKTG 4226 3.00 SOCIAL MEDIA FOR MARKETING & MANAGEMENT

  Social media (i.e., Facebook, Twitter, blogs, wikis) are changing society, marketing, and management. Beginning with an examination of the role of social media, this course expands into methods for researching and understanding it. We learn throughout about its strategic business applications. The course concludes with a focused team project that examines the reality and utility of this new communication form.

  Prerequisite: SB/MKTG 1030 3.00
  (Previously offered as SB/MKTG 2030 3.00)

• MKTG 4250 3.00 RETAIL MARKETING STRATEGIES
  Retailing is a cornerstone of marketing because it brings together the two most important players in business - buyers and sellers. In this course the student will learn and apply such topics as category management, service quality, customer satisfaction, relationship marketing, and retention marketing to solve problems confronted by marketers in this rapidly evolving industry. Prerequisite: SB/MKTG 2030 3.00
• MKTG 4320 3.00 TOURISM SPORT & LEISURE MARKETING

  Explores the tourism-sports-leisure (TSL) industry, one of the fastest growing sectors of the economy. Students will learn about unique strategic challenges of TSL marketing. In addition, expertise of the cultural, societal, and technological context of TSL production and consumption will be discussed to prepare students for jobs in this complex and competitive marketplace.

  Prerequisite: SB/MKTG 1030 3.00
  (Previously offered as SB/MKTG 2030 3.00)

• MKTG 4321 3.00 ENTERTAINMENT MARKETING
  Using an effective combination of readings, class discussions, real world entertainment marketing cases, and guest speakers, this course develops a managerial and socio-cultural perspective on the marketing of entertainment. Attention is focused on analyzing the relationship between the global marketplace and entertainment business decision making; the determination of entertainment products, services, experiences, prices, channels, and communication strategies; and the firm's overall system for planning and controlling its entertainment marketing effort. Prerequisite: SB/MKTG 2030 3.00
• MKTG 4400 3.00 INTERNATIONAL MARKETING

  This course satisfies two interrelated objectives: to improve the student's marketing decision-making ability through the solution of complex multinational marketing problems; and to increase the student's sensitivity to different cultural, socio-economic and legal environments encountered in the international marketplace. The course uses readings, cases and a group project.

  Prerequisite: SB/MKTG 1030 3.00 (Previously offered as SB/MKTG 2030 3.00)

• MKTG 4550 3.00 BRAND MANAGEMENT

  This course focuses on the role of products in the marketing mix. Topics include: planning and creation of new products, deletion of obsolete products and management of mature products in the product line. Instructional methods include lectures, case analysis and textbook discussion.

  Prerequisite: SB/MKTG 1030 3.00
  (Previously offered as SB/MKTG 2030 3.00)

• MKTG 4560 3.00 DIGITAL MARKETING

  This course provides students with firsthand experience of digital marketing challenges organizations face and how digital marketing can be used to support the overall marketing effort. Student groups are paired with a company to develop concrete and actionable solutions to a digital marketing challenge. The course consists of a mix of lectures and team meetings with the instructor.

  Prerequisite: SB/MKTG 1030 3.00 (Previously offered as SB/MKTG 2030 3.00).