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MKTG 6952: Relationship Marketing Management

Relationship marketing is an emerging business strategy paradigm that focuses on the systematic development and maintenance of collaborative business relationships both internal and external to the firm. This course explores the conceptual and managerial issues involved in changing a firm’s perspective from share of the market to share of the customer. Topics include: whether or not relationship marketing really represents a paradigm shift; choosing a partner; the strategic foundations for Relationship Marketing; Relationship Marketing planning, programs and tactics and how firms build and sustain customer relationships. Prerequisite: MKTG 5200 3.00

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MKTG 6951: Strategic Marketing in Asia

This course provides an in-depth study of the strategic marketing issues in Asia, mostly focusing on the Greater China area, Japan and South Korea. It focuses on understanding how social, cultural, political, and economic environments affect the formulation, execution and evaluation of marketing strategies in that region. Topics include collaborating with strategic marketing partners, marketing in regulated environments, market entry strategies, brand and image management, distribution partnership, and developing relationship with customers. Prerequisite: MKTG 5200 3.00

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MKTG 6650: Strategic Market Planning

This course familiarizes the student with the range of decisions involved in planning market strategy for the future, and develops skills in using a variety of analytical frameworks for making such decisions. It is targeted at final-term marketing or strategic management majors. Prerequisites: MKTG 5200 3.00

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MKTG 6570: 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.

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MKTG 6525: Digital Marketing

This course explores ways in which digital marketing tools support overall marketing strategies. The course covers both fundamental strategic challenges as well as tactical tools. Questions include: Which aspects of the business should be delivered online? Effects on communication, pricing, and channel strategy? How do targeting and positioning decisions affect a business’s online presence? Prerequisite: MKTG 5200 3.00

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MKTG 6550: Brand Management

This course focuses on the role of products in the marketing mix. In particular, topics explored will include the creation of new products, the deletion of obsolete products and the management of mature products in the firm’s product line. Systematic models of new product planning are studied to facilitate the integration of new offerings with the existing product line. Instruction includes lectures, case analysis and textbook discussion. Prerequisite: MKTG 5200 3.00

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MKTG 6480: Nonprofit Marketing and Resource Development

This course examines the relationship between nonprofit organizations and their external constituencies. It includes a critical examination of the application of marketing theory and practice in a nontraditional setting (segmentation, target marketing, positioning, the marketing concept and the marketing mix), as well as specialized topics such as social marketing, volunteer marketing and fundraising. The course would be of interest to those specializing in nonprofit management, as well as marketing majors who wish to expand their knowledge of marketing principles and techniques. Prerequisite: MKTG 5200 3.00

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MKTG 6400: International Marketing

This course satisfies two interrelated objectives: to improve the student’s marketing decision-making ability through the solution of complex multinational marketing problems; and to increase the student’s sensitivity to different cultural, socioeconomic and legal environments encountered in the international marketplace. The course uses readings, cases and a group project. Prerequisite: MKTG 5200 3.00

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MKTG 6360: 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 3.00, ACTG 5100 3.00 and FINE 5200 3.00

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MKTG 6325: 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

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MKTG 6300: 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

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MKTG 6250: 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 covered include firm buying behaviour, the design of distribution channels, strategic implications of forward and backward vertical integration, various technology applications in SCM, and franchising. Prerequisite: MKTG 5200 3.00

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MKTG 6180: Principles of Direct and Database Marketing

This course is an introduction to the practical and theoretical aspects of direct marketing, including measurability and accountability; traditional and new media applications; lists; and database marketing. Special attention is given to understanding direct marketing as an aspect of marketing in general, and to the applications of the direct marketing process to nontraditional profit and not-for-profit sectors. Prerequisite: MKTG 5200 3.00

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MKTG 6155: Consumer Insight: Qualitative Marketing Research

In this course, students learn to conduct, analyze, and evaluate qualitative research in a marketing and management context. The course is centered around a group project focused on product or brand consumption. Through various project phases, students learn project planning, qualitative data collection, analysis, and interpretation, visual methods, videography, netnography, projective methods, and report preparation and presentation skills. Prerequisite: MKTG 5200 3.00

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MKTG 6100: 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

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MKTG 6050: Marketing Research

This course develops a managerial appreciation toward marketing research. The steps of the research process are delineated, starting from recognizing and specifying the informational needs of the decision-maker and definition of the problem, through research design, sample selection, preparation of the instrument, data collection, data reduction, analysis, presentation and follow-up. Integration of the concepts discussed is achieved through considering the broader requirements of a marketing information system. The method of instruction includes cases, discussion of readings and use of computer analysis packages. A major term project is required. Prerequisite: MKTG 5200 3.00

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MKTG 6440: New Products

This course is designed to answer the question “What do I need to know and do in order to develop a successful new product or service?” It will provide you with a firm understanding of the steps you need to follow in order to bring a new product or service successfully from an idea to a product that is ready to launch. Prerequisite: MKTG 5200 3.00