MARK - Marketing

Students are introduced to the marketing concept and the role of marketing within the overall business framework. The basic tools of marketing are introduced: market segmentation, positioning, product, price, distribution, and promotion, together with marketing research, consumer behaviour, planning, and global marketing. A critical theme of the course is the need for the marketing mix to fit with the requirements of consumers, the competitive environment, company strengths, and community expectations. These issues are considered from strategic and tactical perspectives. Pre- or corequisites: ECON 101 or ECON 102 or ECON 204. Students may not receive credit for both MARK 201 and MARK 301.

Students are introduced to the scientific process of transforming data into insight for making better marketing decisions. Topics include: data-driven problem solving; design of surveys, focus groups, and experiments; analytical techniques for primary, secondary, and qualitative data; and machine learning basics. The course is taught as an end-to-end process, starting from problem framing, data collection, method selection, model building, and deployment. Applies Excel and open-source data analysis software. Advanced students can build on this course to prepare for taking the INFORMS CAP (Certified Analytics Professional) Exam. Prerequisite: MARK 301.

Explores the psychology behind consumer behavior and its implications for consumers and marketers. Internal factors (e.g., attention and perception, needs and motivation, learning and memory, emotion) and external factors (e.g., social influence, choice architecture) will be considered to gain theoretical and practical insights. This course emphasizes empirical research and considers how the evolving marketing landscape (e.g., digitization, technology) interacts with basic psychological processes. Prerequisite: MARK 301.

This course introduces the student to the management of the marketing communication mix with an emphasis on the evolving nature of digital marketing communication tools. It focuses on the techniques used for marketing communications in an environment where consumer and cultural influences strongly interact with strategic marketing decisions to impact outcomes. The role of measurement analytics in the implementation of communications strategy is also examined. Prerequisite: MARK 301.

Analysis of problems of international marketing; development of marketing strategies in light of world cultural, economic, geographic, legal and political factors. Prerequisite: MARK 301.

The objective of this course is to provide students with the analytic, planning, and communication skills to be successful marketing managers. The focus is on practical marketing planning, along with the development and implementation of marketing strategies. Course activities may include the use of marketing simulation games, case analyses, field research projects, secondary research and in-depth discussion of current literatures. The course focuses on the integration of all the conceptual areas in marketing. Prerequisite: MARK 301. Restricted to third year students who have completed MARK 312 or MARK 320, or to fourth year students.

Marketing plays a large role in and is affected by corporate social responsibility (CSR) and sustainability issues. This course will explore, examine and inform how the marketing function of business activity engages in CSR and sustainability issues. Specific topics will cover how these issues are influenced by consumer trends and how they are communicated to consumers. Marketing problems found in the non-profit, for-profit and public sectors will be examined, and responsible (and irresponsible) marketing practices will be explored. Prerequisite: MARK 301.

Practical applications of marketing and related business skills and theory to a problem or issues addressed during a period of 13 weeks of summer placement in a sponsoring retailing or services organization. The internship includes preliminary instruction and requires, under the supervision of the Faculty, the presentation of a project report to the sponsoring organization. Prequisites: Mark 301 and consent of Department.

Practical application of marketing and related business skills and theory to a problem or issues addressed during a period of 13 weeks of summer placement in a sponsoring retailing or services organization. The internship includes preliminary instruction and requires, under the supervision of the Faculty, the presentation of a project report to the sponsoring organization. Prerequisites: MARK 301 and consent of Department.

Students are introduced to the important differences between marketing tangible products and marketing services. The unique nature of services is examined and the importance of service quality to both consumer and business to business customers, is emphasized. The marketing mix variables are discussed from the service perspective. Designing a marketing mix for service, not-for-profit and government institutions poses interesting and formidable challenges which are dealt with in terms of marketing planning, implementation and control. Trade barriers to the global marketing of services, together with other global service issues are also given attention. Prerequisite: MARK 301.

Students are introduced to the activities involved in connecting consumers with products and services through a combination of electronic commerce and traditional retail channels, with an emphasis on the integration of the two. Topics include: customer acquisition and retention, assortment selection, layout and design, service management, security, customer retargeting and re-engagement, physical location optimization, shopping behavior, pricing strategy and current trends. The application of marketing planning and analytics for e- commerce and retailing are also examined. Prerequisite: MARK 301.

The role of selling and management of the sales force in diverse modern business environments. Topics include sales strategies, sales force planning, organization and evaluation, recruiting, selection and training, leadership and motivation, sales forecasting quotas and types of compensation. Prerequisite: MARK 301.

This course examines the analysis, planning and implementation of marketing strategies, with a special emphasis on the role of brands in that process. Important elements of the course include the concept of brand equity (what it is, why it is important, how to develop and manage it, how to measure it), and the applied implementation of marketing strategies. Prerequisite: MARK 301.

This course provides an overview of various aspects of the sports marketing industry. This will encompasses three basic components: (1) an introduction to the broad sports marketing environment including marketing through sports and the marketing of sports products; (2) a detailed evaluation of the marketing strategies for an array of sports products; and (3) consideration of recent issues regarding the marketing of sports products. As a senior marketing course, a key objective is to facilitate the application of course concepts to contemporary market planning and decision making. Prerequisite: MARK 201 or 301

Normally restricted to third- and fourth- year Business students. Prerequisites: MARK 301 or consent of Department. Additional prerequisites may be required.

Preparation for Student Competition in Marketing. Prerequisite: consent of Instructor.

Completion of Student Competition in Marketing. Prerequisite: MARK 490 and consent of Instructor.

Special study for advanced undergraduates. Prerequisites: MARK 312 or equivalent, consent of Instructor and Associate Dean Undergraduate Program.

Special study for advanced undergraduates. Prerequisites: MARK 495, consent of the Instructor and Assistant Dean, Undergraduate Program.

Special study for advanced undergraduates. Prerequisites: MARK 496, consent of the Instructor and Assistant Dean, Undergraduate Program.

This course commences with an examination of core marketing concepts, including strategic marketing planning, segmentation and the marketing mix (product, price, place and promotion) and the integration of these concepts into a marketing plan. Specific focus is then provided to developing pragmatic skills regarding marketing effectiveness.

This course commences with an examination of core marketing concepts, including strategic marketing planning, segmentation and the marketing mix (product, price, place and promotion) and the integration of these concepts into a marketing plan. Specific focus is then provided to developing pragmatic skills regarding marketing effectiveness.

This course commences with an examination of core marketing concepts, including strategic marketing planning, segmentation and the marketing mix (product, price, place and promotion) and the integration of these concepts into a marketing plan. Specific focus is then provided to developing pragmatic skills regarding marketing effectiveness.

Provides an examination of marketing research methodologies emphasizing the translation of marketing problems into researchable form, research design, data gathering, data analysis, and implementation of research results. Prerequisite: MARK 502. Credit will not be given for both MARK 612 and 620.

The psychology behind consumer decision-making and its implications for marketing practice. Internal (e.g. attention and perception, needs and motivation, learning and memory) and external factors (e.g. social influence, situational influence) will be considered to gain theoretical and practical insights. Topics such as social media, word of mouth, and consumer-brand relationships are also covered. Prerequisite: MARK 502.

This course introduces the student to the management of marketing communications with an emphasis on the evolving nature of marketing communication tools. It also introduces the techniques used in the creation, nurturing and leveraging of brand assets in an environment where consumer and cultural influences strongly interact with strategic marketing decisions to impact brand meaning and value. Prerequisite: MARK 502.

Topics in international marketing, including the importance of international marketing to Canadian business, comparative marketing systems, evaluation of socioeconomic influences on international marketing, and marketing strategies as they relate to firm size. Prerequisite: MARK 502.

Marketing plays a large role in and is affected by corporate social responsibility (CSR) and sustainability issues. This course will explore, examine and inform how the marketing function of business activity engages in CSR and sustainability issues. Specific topics will cover how these issues are influenced by consumer trends and how they are communicated to consumers. Marketing problems found in the non-profit, for-profit and public sectors will be examined, and responsible (and irresponsible) marketing practices will be explored. Prerequisite: MARK 502.

Development, management and pricing of interrelated goods and services. New product development, pricing strategies for new products, managing a product portfolio, bundling of goods and services and pricing the bundles, and tailoring price and product to different segments. Prerequisites: MARK 502, and BUEC 502 or 503.

Topics may vary from year to year. Students should check with the MBA Office for pre/corequisites of specific sections.

The nature of scientific inquiry and its relevance and application to research in marketing. The development and testing of marketing theory. Marketing measurement methodology. Prerequisites: Registration in the Business PhD Program or permission of instructor. Approval of the Business PhD Program Director is also required for non-PhD students. Students may not receive credit for both MARK 701 and 710.

This course exposes students to various theoretical and substantive areas of consumer research. The overall objective of the course is for students to develop a depth of understanding that will enable them to identify interesting, novel research questions concerning consumption-related phenomena, thus establishing a foundation of conducting rigorous research in the domain of consumer behavior. Prerequisites: Registration in the Business PhD Program or permission of instructor. Approval of Business PhD Program Director is also required for non-PhD students.

This course will familiarize students with theories of cognitive information processing and affective processes as they relate to consumer judgments and decisions. More specifically, the cognitive component of this course will provide an intensive examination of memory, perception, attitude formation, and behavioural decision theory. The affect component of the course will deal with factors influencing affect formation as well as the impact of affect on attitudes and decision making. Research methods underlying each of these streams of information will be examined. Prerequisites: Registration in the Business PhD Program or permission of instructor. Approval of the Business PhD Program Director is also required for non-PhD students.

This course describes theoretical and empirical models used to analyze marketing management issues in the areas of product introduction and positioning, pricing, advertising, and distribution channels. The theoretical structure in the course comes from microeconomics of firm and consumer decision making, with special consideration of competitive issues analyzed with game theory and some applications of control theory. The empirical work draws from conjoint analysis, choice modeling, and multivariate techniques. Prerequisites: Registration in the Business PhD Program or permission of instructor. Approval of the Business PhD Program Director is also required for non-PhD students.

Recent and classic contributions to marketing theory development. The course addresses conceptual development and current practice in marketing decision-making. Topics critically examined include marketing orientation, competitive interaction, product development and introduction, channel relationship management, customer relationship management, advertising and promotion, pricing and revenues, and sales, service and quality. Prerequisites: Registration in the Business PhD Program or permission of instructor. Approval of the Business PhD Program Director is also required for non-PhD students.

Special studies for advanced students. Prerequisites: Registration in the Business PhD Program or permission of instructor. Approval of the Business PhD Program Director is also required for non-PhD students.

Understanding the role of marketing in determining the direction of an organization; the customer-focused organization; opportunity identification; forecasting demand; marketing segmentation; market planning, and implementation. Restricted to students registered in the MBA China Program.

Understanding the role of marketing in determining the direction of an organization; the customer-focused organization; opportunity identification; forecasting demand; marketing segmentation; market planning, and implementation. Restricted to executive MBA students only.