Marketing

Students specializing from Fall 2024

General Stream

Requirements

• 12.00 credits of Elective Courses (General Stream)

Elective Courses (General Stream):

• MGMT 6800 3.00 INNOVATION THROUGH TECHNOLOGY AND DESIGN

  Managing innovation, technology and design is key to success. This cross-functional course provides students with understanding and hands-on "innovation lab" experience applying the latest thinking in technology and design to innovation strategies. Suitable for all students, the course emphasizes the balancing of 21st century management skills of creativity, rigor and intuition in the end-to-end management of customer experience.

• MGMT 6810 3.00 CREATIVITY & INNOVATION: TECHNIQUES FOR A RAPIDLY CHANGING WORLD

  Creativity and innovation are essential leadership skills in the ever-changing environment. This applied-learning course arms MBA graduates with the right mix of creativity-enhancing tools and techniques to explore innovation in contemporary business contexts. These techniques include lenses of human understanding, creativity, visual thinking and holistic visioning. Bridging a necessary gap, the outcomes are applied to practical business issues.

  Prerequisite: All 5100 3.0 series courses.

• 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
• MKTG 6150 3.00 CONSUMER BEHAVIOUR
  This course assists students in developing a thorough understanding of both organizational buyers and end consumers. The psychological, sociological, organizational and environmental factors that shape buyer behaviour are reviewed. Throughout the course, the implications for both marketing strategies and tactics are addressed. Prerequisite: SB/MKTG 5200.030
• MKTG 6155 3.00 CONSUMER INSIGHT - QUALITATIVE MARKETING RESEARCH
  In this course, students learn to conduct, analyze, and evaluate qualitative research in a marketing and management context. The course is centered around a group project focused on product or brand consumption. Through various project phases, students learn project planning, qualitative data collection, analysis, and interpretation, visual methods, videography, netnography, projective methods, and report preparation and presentation skills. Prerequisite: MKTG 5200 3.0
• MKTG 6220 3.00 THE 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.

• MKTG 6226 3.00 SOCIAL MEDIA FOR MARKETING AND MANAGEMENT
  Social media is changing society, changing the nature of marketing, and changing the way that business is conducted and managed. In this course, students explore the role of social media in the life of the marketer and business manager. It begins with a detailed understanding of the origins, forms, and uses of social media. It expands into an examination and hands-on of the methods for researching and understanding social media. The course then overviews the various uses and forms of social media, ranging web-pages, forums, and blogs to social networking sites. Twitter, wikis and mobile. The course features an applied student project that brings to life the potential and pitfalls of this new marketing and management communications form. Prerequisite: MKTG 5200 3.0
• MKTG 6300 3.00 SERVICE MARKETING
  This course examines the need for marketing in service industries, develops an understanding of the ways in which service marketing differs from product marketing, and improves students' understanding of how service characteristics affect the marketing function. Students learn to develop and implement marketing plans for service organizations. Prerequisite: SB/MKTG 5200.030
• MKTG 6321 3.00 ENTERTAINMENT CULTURE AND 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 analysing the relationship between the global marketplace and entertainment business decision-making; the determination of entertainment products, services, experiences, prices, channels and communications strategies for licensing, live concerts, sponsorship, entertainment brands, movies, prerecorded music, streaming, nightclubs, and live theatre.

  Prerequisite: SB/MKTG 5200 3.00.

• MKTG 6325 3.00 RETAIL MARKETING STRATEGIES
  This course examines retail strategies on a number of fronts including: product selection, service quality, pricing, promotion, e-commerce and consumer loyalty. The course provides students with the knowledge required to assess and develop retail strategy within and beyond the Canadian context. Pre-requisite: SB/MKTG 5200
• MKTG 6326 3.00 RETAIL ANALYTICS
  This course prepares students to work effectively with real-world retail data sets, matching analytical approaches to data using appropriate strategic frameworks. Current and emerging analytical techniques are taught for brick and mortar and e-commerce retail contexts. The course prepares students for a world where best-in-class retailers and their suppliers implement sophisticated quantitative tools to improve marketing insight, decision-making, and profitability. Corequisite: MKTG 5200 3.00
• MKTG 6360 3.00 MARKETING METRICS
  This course focuses on developing the analytical skills required to successfully apply the principles of quantitative analysis to the marketing discipline. Students will learn the most common measurement methods currently being used in the marketing field. Prerequisites: MKTG 5200 3.0, ACTG 5100 3.0, FINE 5200 3.0
• MKTG 6400 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 5200 3.00
• MKTG 6440 3.00 NEW PRODUCTS
  This course is designed to answer the question "What do I need to know and do in order to develop a successful new product or service?" It will provide you with a firm understanding of the steps you need to follow in order to bring a new product or service successfully from an idea to a product that is ready to launch.
• MKTG 6480 3.00 NONPROFIT MARKETING & RESOURCE DEVELOPMENT
  This course examines the relationship between nonprofit organizations and their external constituencies. It includes a critical examination of the application of marketing theory and practice in a non-traditonal setting (segmentation, target marketing, positioning, the marketing concept and the marketing mix), as well as specialized topics such as social enterprise, volunteer marketing, cause marketing and fundraising. The course would be of interest to those specializing in non-profit management (including the arts), as well as marketing majors who wish to expand their knowledge of marketing principles and techniques. Pre-Requisite: MKTG 5200.030
• 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 6570 3.00 STRATEGIC PROFESSIONAL SELLING

  Managers today need a deep understanding of Sales as a process and function to drive business success. What’s more, managers often do more “selling” internally than sales people do with customers, and thus require expert selling skills. In this course, students will learn organizational sales models, processes, and strategies, and develop critical skills such as active listening, persuasion, and alignment-building.

• MKTG 6650 3.00 STRATEGIC MARKET PLANNING
  This course familiarizes the student with the range of decisions involved in planning market strategy for the future, and develops skills in using a variety of analytical frameworks for making such decisions. It is targeted at final-semester marketing or strategic management majors. Prerequisite: SB/MKTG 5200 3.00

^{NOTE: Not all courses required to fulfill a specialization are offered each term. Course offerings are based on factors such as student demand and instructor availability. The office of Student Services & International Relations is available to provide advising on course sequencing and the fulfillment of program and specialization requirements within a student’s period of study. For current course offerings and details, please view the Schulich Course Offerings Database.}