Students are introduced to management accounting information used by the marketing manager to make financial decisions. Computer applications are used to illustrate problem-solving techniques.

The knowledge gained in this course provides students with a solid foundation for future learning in other studies and in business. Students learn a variety of tasks in Windows file management. Students also learn tasks and produce assignments in Microsoft Office for PC. Web based software running computer-based simulations and assessments are used to support and enrich the learning experience. It is strongly recommended that students use a PC. Mac students may be required to install and learn additional software to successfully complete the course.

Communication remains an essential skill sought by employers, regardless of discipline or field of study. Using a practical, vocation-oriented approach, students focus on meeting the requirements of effective communication. Through a combination of lectures, exercises, and independent learning, students practice writing, speaking, reading, listening, locating and documenting information, and using technology to communicate professionally. Students develop and strengthen communication skills that contribute to success in both educational and workplace environments.

Students are introduced to the fundamentals of marketing, including the assessment of business environments to determine market potential. Students analyze the market to determine how to establish a competitive advantage and assess buyer behaviour. The four P's of marketing (product, price, promotion and place) are examined to determine the ideal set of marketing strategies and tactics to enhance an organization's competitive positioning.

Learners develop foundational business skills to help them successfully graduate and prepare for the workforce. The focus is on preparing learners for professional employment by developing the following essential employability skills: personal and information management, leadership and team work, and communication and problem solving techniques. Using a professional setting, learners participate in the following workshops: goal setting, time management, secondary research techniques, leadership and team building, decision making, project management, conflict resolution and speaking and presentation skills. Learners develop an awareness of their strengths and weaknesses and develop strategies for successful lifelong learning. Learners' ability to demonstrate these skills is essential as they participate in their academic and professional paths.

Students review basic arithmetic and algebra, as well as mathematic tools and concepts required for solving problems found in a business environment. Problem-solving areas include cost-volume-profit analysis, linear functions and systems of equations, index numbers, markup and markdowns, terms of invoicing and business finance.

Employers emphasize the need for communication skills that are effective in challenging workplace situations. Using a practical, vocational approach, students refine their writing skills, practice effective verbal communication, apply sound research skills and develop teamwork strategies in order to prepare a competitive package for the job search and interview process, to communicate negative news and persuasive messages using the indirect pattern, to create organized documents supported by research and to present clear oral messages targeted to specific audiences. A combination of lectures, exercises and independent learning activities support students in strengthening the communication skills required for success in educational and workplace environments.

Prerequisites: ENL1813

Students acquire an in-depth appreciation for product and pricing strategies and tactics. Students gain a thorough appreciation for the new product development process, the strategies to effectively manage a product through its life cycle and the distinguishing factors between product and service marketing. Students study various product strategies to understand the conditions supporting each approach. With a firm grasp on product strategies students investigate supportive pricing strategies. Students discover theories that marketers apply to manage customer price sensitivity, competitive pricing actions and opportunities to segment the market on the basis of price to maximize profitability. Students also learn the process and factors behind setting prices, apply formulas to assess financial impacts of their pricing decisions and participate as a group member in solving pricing dilemmas and developing financial analysis as a presented in a case study.

Prerequisites: MKT2205

Students explore the foundations of marketing research principles, how marketing research is used to inform marketing decisions, and how it supports the marketing function. Focus is on the approaches to marketing research, including primary research, secondary research, research design, surveys, qualitative research, data collection and data quality. Students apply practical marketing research skills through a variety of hands-on projects and exercises.

Prerequisites: MKT2205

Students develop the selling skills they require during a business career. Major
topics studied include the importance of the selling function to all types of organizations, ethical issues in selling and steps in the selling process. Students become familiar with the Canadian Competition Act, and the laws protecting consumers. Students also learn how to develop enduring customer relationships and the important role of customer service in relationship building. Focus is on the student preparing and delivering a sales presentation
and written proposal.

Prerequisites: MKT2205K

Descriptive methods of data classification, sampling, collecting, organizing, and presentation of data in order to evaluate various business situations in a
decision-making context. Computations through appropriate computer software are emphasized. Students learn mathematical methods for descriptive statistics, frequency distributions and measures of location and variation. An introduction of regression and correlation analysis including the examination of the regression equation, coefficient of correlation and determination and the standard error. Time series analysis is covered including computations for short-term forecasting. Finally, students learn basic probability to solve business related problems.

Prerequisites: QUA0002

Students gain an understanding of how businesses leverage distribution channels within their marketing mix, both strategically and tactically. In addition to traditional direct and indirect distribution channels focus is on web-based and mobile electronic channels. Integration of distribution strategies with other marketing mix strategies is studied. Students apply this knowledge to specific situations in order to develop effective distribution channel strategies, solve distribution channel problems, and make recommendations to improve distribution channel efficiencies. Student teams use knowledge acquired to establish a marketing channel strategy, in conjunction with a joint MKT2283 Sales Management industry project.

Prerequisites: MKT2206K

Students learn about the issues and the decisions required for businesses to succeed in the global marketplace. The course makes extensive use of electronic methods to characterize and exploit international marketing opportunities. By researching foreign markets, students understand how to evaluate suitable products for international target markets, establish efficient international distribution channels, conduct effective international promotion programs, establish profitable international pricing and develop approaches to international financing. A key component is a group term project which involves preparing a country profile, a market audit and a competitive analysis in preparation for the decision on how to grow the business in that country.

Prerequisites: MKT2205 and MKT2206

Students are provided with insight and knowledge pertaining to the key issues involved in the field of sales management. Emphasis is placed on the four key functional areas (planning, developing, directing/leading and evaluating) within the sales management discipline, and the associated skills the manager requires to achieve profitability through the efforts of their sales force. The fact that this same set of skills is also applicable to, not just sales management, but to all management situations is stressed. Students apply their knowledge and practice their sales management skills on an individual and group basis. Students are required to participate in a major group project focused on assessing the effectiveness of a sales manager within a sales and marketing organization of a chosen company.

Prerequisites: MKT2282 or RET2203

Students apply the theory of sound marketing research to understand its importance in the managerial decision-making process in today's competitive marketplace. They apply current techniques to collect, record and analyze data relating to relevant business marketing challenges. Working in teams, students develop and execute a full research study for industry. This study involves specific delineation of problems, design of a research proposal along with collection of secondary and primary data. Teams create and implement a quantitative research effort using a survey they design and a qualitative effort using a survey they design and a qualitative effort by holding a focus group. Teams complete the term by interpreting their study's findings and presenting
the results for management action.

Prerequisites: MKT2205 and MKT2206 and MKT2219 and QUA0008

Students are provided with an in-depth look at the marketing communications mix elements. The role of advertising and promotion, and how they are related to the overall marketing plan are examined in depth. Through practical applications, students learn to develop the skills needed to plan and manage a comprehensive Integrated Marketing Communications (IMC) plan, which includes consumer segmentation, development of appropriate objectives, positioning and competitive creative strategies. Students are introduced to current design software and gain experience creating ad layouts.

Prerequisites: MKT2205 and MKT2206

Students focus on digital marketing strategies using a broad range of online marketing tools. Establishing key messages, building engagement and effectively communicating with customers is essential in the digital landscape today. Students build a strong foundation in content marketing and management systems, social media marketing, search engine marketing and measurement analytics, all cornerstones to an effective digital strategy. In the major team project, students have the opportunity to apply these digital marketing strategies to an industry client.

Prerequisites: MKT2291

Students focus on planning and enhancing the skills required to pursue the next phase of their career preparation. The course contains two streams: an industry preparation and postsecondary education continuation stream; students choose the stream that best suits their short-term post-graduation plans. Within the industry stream, students focus on researching employment opportunities, expanding their professional network, employability skill assessment and interview preparation. This allows students to gain confidence as they launch their professional marketing career. Within the postsecondary continuation stream, students focus on analyzing various opportunities to expand their applied skills within complementary program areas. Students explore the various "laddering" agreements that are in place between the Business Marketing program and other diploma, advanced diploma, degree and graduate certificate programs. Within both streams, students develop a professional LinkedIn profile and resume and benefit from interacting with various guest speakers.

Students apply concepts to an industry client. Working in teams, students create a marketing plan for a local business. The course works in tandem with MKT 2261 (field work), MKT2208 (Digital Marketing) and MKT2292 (IMC 2) allowing the student to develop and practice cross-discipline and teamwork skills. Students conduct an in-depth analysis of internal and external marketing factors in order to uncover a target market and positioning opportunity for their industry client which provides the business a new marketing opportunity. Students then take this marketing strategy and develop a complementary marketing mix to leverage the identified marketing opportunity, a detailed implementation plan and financial analysis to prove the financial viability of their plan.

Prerequisites: MKT2207 and MKT2283 and MKT2286 and MKT2291

Student teams are assigned to work with an industry client to research all aspects of the client's business including all pertinent internal and industry micro and macro environmental factors. Students use primary and secondary research tools and methodologies to assess the industry competitive set and conduct an in-depth customer analysis. The knowledge created from this in-field work guides the creation of the Marketing Plan Objectives, strategies and supporting marketing mix programs within the MKT2260 course. Students also learn unique approaches to client management along with enhanced team presentation skills.

Prerequisites: MKT2206 and MKT2207 and MKT2219 and MKT2283 and MKT2286

Further insight into current trends and developments in interactive and digital communications, media relations, event marketing and sponsorship, tradeshow, and public relations is provided. Special emphasis is placed on applying IMC strategies in a business-to-business environment including market segmentation and analysis. Students demonstrate and develop their decision-making skills through a business-to-business co-marketing proposal for their industry client. The major team project involves the development of a detailed IMC Execution Plan, an element of the overall industry client marketing plan project. The comprehensive IMC Execution Plan includes campaign objectives, specific media vehicle selection and scheduling within a designated budget.

Prerequisites: MKT2291