Marketing Stream

Marketing Stream Requirements

• 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 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

Plus 3.00 credits quantitative electives listed in the electives section of the Master of Business Analytics program details page.

Students must also take one of the following:

• 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 6250 3.00 BUSINESS MARKETING
  The course explores the management of inter-firm relationships in a supply chain context, encompassing both supplier-manufacturer relationships, and the relationships between manufacturers and channel intermediaries. Students learn to see these relationships as strategic combinations of market competition, power, and trust. Topics include firm buying behaviour, the design of distribution channels, strategic implications of forward and backward vertical integration, various technology applications in SCM, and franchising. Pre-Requisite: MKTG 5200.030 Marketing Management
• 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