Strategic Marketing

Students must complete 12.00 credits total from the following list

• 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: MKTG 5200 3.00

• 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 3.00

• MKTG 6150 3.00 CONSUMER BEHAVIOUR

  This course assists students in developing a thorough understanding of the behaviour 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: MKTG 5200 3.00

• 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 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: 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.
  Prerequisite: MKTG 5200 3.00

• 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 3.00

• 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.

• MKTG 6570 3.00 STRATEGIC PROFESSIONAL SELLING

  A highly lucrative and satisfying career path for students is in professional sales. In fact, many organizations require hires to spend time in sales before making the move into another function such as marketing. This is because sales is the only function in a business that is directly responsible for revenue generation, through interacting with the customer. The most successful sales professionals do not really “sell” anything; rather, they are customer relationship managers, matching the needs of their customers with firm offerings. In this course students will learn frameworks and tools that will help them succeed in professional sales.

• MKTG 6800 3.00 CUSTOMER EXPERIENCE DESIGN

  Customer Experience Design represents the discipline, methodology and/or process used to comprehensively manage a customer’s cross-channel exposure, interaction and transaction with a company, product, brand or service. This course offers an integrated framework for designing customer experiences and for learning how to create successful experientially based market strategies that leverage any organization’s products and services.
  Prerequisite: MKTG 5200 3.00