Marketing

Communication and Presentation Skills provides you with the foundational knowledge and skills needed to compose business documents and give engaging, formal presentations. You will learn how to effectively communicate in a professional environment and consider different aspects of spoken, written and nonverbal communication (e.g., channel, content, organization, style, tone, format and mechanics) in order to share clear and concise messages with your audience. You will be required to work in both individual and collaborative settings.

Equivalents:

• COMM 1030
• COMM 1070

Marketing Essentials is an introductory course offering you a solid foundation in marketing principles. Working individually and in teams, you will research and discover how marketing decisions are made and identify the components of sustainable marketing programs. Your research, content application and teamwork skills will be developed and reinforced as you progress through the course.

Equivalents:

• MKTG 1060

In this course, you will develop a practical approach to using digital, social and mobile platforms that achieve business goals. Current applications and tools, community management practices and legal/privacy issues related to digital marketing tactics will be examined. Teams will develop a digital plan that specifies the use of email, websites, SEO, social media and mobile marketing, all with the goal of targeting and delivering effective communication to digital media-savvy audiences. An emphasis is placed on the return on digital marketing investment and on building relationships that lead to a culture of trust.

Equivalents:

• MKTG 1265

Building and Managing Brands explores the intangibles, such as corporate culture, as well as the tangibles, such as product differentiation, which help attain and maintain brand equity in the market. Rapidly emerging business trends, such as corporate social responsibility, are also featured, which help shed light on what companies are doing to separate their brand from competitors. Students will produce a brand book and plan to manage a brand.

Pre-requisites:

• MKTG 260

Equivalents:

• MKTG 2306

Business Development is defined as the creation of long-term value for an organization from customers, markets, and relationships. This course will look at the relationship between traditional transactional sales, relationship selling and the evolution of the Business Development function. Market scanning and analysis, and the identification of potential growth markets, and key customers will be examined. Relationship, customer-centred selling techniques will be developed including relationship building, needs analysis, along with after sales customer care. Managing a sales force is explored including the effective organization of a sales department, forecasting and analyzing sales, recruiting and training a sales force, evaluating performance, and legal and ethical issues within the sales profession.

Equivalents:

• MKTG 2366

Integrated Marketing Communications (IMC) represents the “Promotions” P of the marketing mix. An IMC Proposal includes campaign messages and their translation into each of the elements of the marketing communications mix along with a proposed budget and evaluations for success. In our fast paced marketplace, messages need to be on target and on brand. Integration in business is imperative. Working in teams, each student will experience the planning process for IMC. This course offers the students case analysis, creative development structure, and facilitated problem solving, to develop a unified IMC proposal.

Pre-requisites:

• MKTG 260

Equivalents:

• MKTG 2375

The Introduction to Business course will provide you with tools to understand multiple business functions including: management, human resources, marketing, supply chain, and personal finance. You will also explore the Canadian business and economic system, as well as the importance of business ethics and social responsibility in an increasingly global environment. Working through a team project and business simulation, you will begin to develop a 21st Century skill set including communication, critical thinking, collaboration and effective teamwork. By the end of this course, you should have the foundations for understanding business and business ownership.

Equivalents:

• MNGT 1200

In this capstone course, students from different disciplines work collaboratively to apply classroom knowledge and diverse viewpoints to a challenge faced by a business or community organization. Combining their disciplinary perspectives for broader context, students will investigate and analyze the problem before presenting a solution. By adding a service-learning component that strengthens community ties, the course allows teams to showcase applied learning and technical skills in a project that expands the individual student’s workplace insights while also forging business connections.

Pre-requisites:

One of:

• ACCT 215, ACCT 255, ACCT 315, ACCT 338, ACCT 395, BCMP 225, and MNGT 200
• ACCT 215, COMM 300, HRMT 320, LDSH 360, MNGT 250, MNGT 255, and MNGT 321
• COMN 220, MKTG 260, MKTG 306, MKTG 366, MKTG 265, MNGT 200, MNGT 321

Or

• ACCT 215, ENTR 350, MKTG 260, MNGT 200, and MNGT 255
• One of:
  • BCMP 225
  • MNGT 321
  • MNGT 322
• One of:
  • COMN 220
  • COMM 300

Project Management introduces you to the standards and best practices of the Project Management Institute. We will cover both the technical and sociocultural components of project management at an introductory level, including project definition, work breakdown structures, cost and scheduling techniques, and an introduction to earned value concepts. Stakeholder communications, risk management, project leadership, and project closure round out the topic coverage.

Equivalents:

• MNGT 2321

The use of industry-standard software is essential to effectively manage the information technologies that are required in business and online environments today. In this course, you will demonstrate skills in managing and customizing the Windows environment, as well as effectively using internet resources to enhance business productivity. You will develop skills in creating professional documents, managing data using spreadsheets and using technology for effective presentations. Through hands-on applications, you will learn to use productivity tools and application software in various business situations, and be able to select the right tool for the business need.

Equivalents:

• BCMP 1225

Introduces the use of data to meet the needs of an organization and apply data in decision making. Understand a balanced approach to integrating data decisions in business processes and strategic alignment.

Equivalents:

• DATA 4100

Perhaps no component of marketing has undergone the degree of change as advertising. And yet, despite the abrupt and sweeping conversion from analog mediums (print, broadcast and out of home) to digital mediums (social media, websites, mobile and more) the main goal of advertising remains the same as it was nearly 400 years ago. To attract attention. Once a privilege enjoyed by the elite or enormously wealthy brands, the onset of digital communication has made effective advertising, for pennies on the dollar, accessible to everyone from an individual for a fortune 500 company. This course will introduce core concepts in advertising, such as objectives, strategies, on both, the creative and media buy sides of the industry. Advertising theory will be applied using case studies and a term project that will assemble a media buy plan as well as a creative brief. Additionally, learners in this course will be required to earn certification in two Meta online courses: Digital Marketing Associate & Creative Strategy Professional.

Pre-requisites:

• MKTG 260

Equivalents:

• MKTG 4040

Marketing Action will take the concepts learned in Marketing Essentials and build on them so students will have application experience in creating a new product. The key areas of focus will be on value proposition and business models. Marketing Action will ground their marketing knowledge so they will create sustainable decisions. This is an immersive class where students are required to continue their team projects outside the classroom and present their findings to their instructor and industry professionals.

Pre-requisites:

• MKTG 260

Equivalents:

• MKTG 2336