Paul Messinger

Associate Professor, Alberta School of Business - Marketing, Business Economics and Law
Directory

Fall Term 2022 (1810)

MARK 468 - E-Commerce and Retailing

★ 3 (fi 6)(EITHER, 3-0-0)

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.

LECTURE A01 (30368)

2022-09-01 - 2022-12-08
MWF 09:00 - 09:50 (BUS 3-10)

LECTURE A02 (30405)

2022-09-01 - 2022-12-08
MWF 10:00 - 10:50 (BUS 3-06)



MARK 710 - Research Methodology in Marketing

★ 3 (fi 6)(EITHER, 3-0-0)

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.

LECTURE A1 (40094)



MARK 740 - Marketing Models

★ 3 (fi 6)(EITHER, 3-0-0)

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.

LECTURE A1 (40095)