COURSE DESCRIPTIONS

ACC2214 Financial Information for Marketing

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.

BUS2301 Business Computer Applications

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.

ENL1813B Communications I

Communication remains an essential skill sought by employers, regardless of discipline or field of study. Using a practical, vocation-oriented approach, students develop stronger grammar and business-writing skills to become effective business communicators. Through a combination of lectures, exercises, and independent learning, students practise 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.

MKT2205 Marketing Foundations

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.

MKT2216 Skills Transferable to Business

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.

QUA0002 Business Mathematics

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.

MKT2206 Product and Pricing Strategies

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 the financial impacts of their pricing decisions and participate as a group member in solving pricing dilemmas and developing financial analyses as presented in a case study.

Pre-requisites: MKT2205

ENL1823B Communications II

Students continue to expand their practical writing and speaking skills for successful communication in business. Using real-life scenarios and research skills, they produce informal reports and proposals, deliver presentations to a live audience supported by technology, and create a job-search package. Students create professional documents, such as information reports, progress reports, justification/recommendation reports, summary reports, and minutes of meetings to develop up-to-date writing skills. The job search package includes employment-readiness skills, resumes, persuasive cover letters, and interview techniques. In all written work, students continue to develop and enhance their grammar skills to meet professional, workplace standards.

Pre-requisites: ENL1813B

MKT2219 Marketing Research I

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.

Pre-requisites: MKT2205

MKT2282 Professional Selling

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.

Pre-requisites: MKT2205

QUA0008 Statistics

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.

Pre-requisites: QUA0002

GED0214 General Education Elective

For this course, you will have the opportunity to choose one from a group of general education electives. Your options will include courses which cover the following broad topic areas: Aesthetic Appreciation, Civic Life, Cultural Understanding, Social Understanding, Understanding Science, and Understanding Technology.

Equivalencies: ARC9001 or DSN2001 or ENV0002 or GED5300 or GEN1001 or GEN1701 or GEN1957 or GEN2000 or GEN2007 or GEN2009 or HIS0001 or HIS2000 or HOS2228 or LIB1982 or MVM8800 or RAD2001 or SOC2003

MKT2207 Marketing Channels

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, students 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.

Pre-requisites: MKT2206

MKT2283 Sales Management

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 practise 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.

Pre-requisites: MKT2282

MKT2286 Marketing Research 2

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 a collection of secondary and primary data. Teams create and implement a qualitative effort by hosting a focus group and a quantitative research effort using a survey they design. Teams complete the term by interpreting their study's findings and presenting the results for management action.

Pre-requisites: MKT2206 and MKT2219 and QUA0008

Co-requisites: MKT2294

MKT2294 Integrated Marketing Communications I

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.

Pre-requisites: MKT2206

Co-requisites: MKT2286

MKT2217 Global Marketing

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/services 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 involve 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.

Pre-requisites: MKT2206

GED0214 General Education Elective

For this course, you will have the opportunity to choose one from a group of general education electives. Your options will include courses which cover the following broad topic areas: Aesthetic Appreciation, Civic Life, Cultural Understanding, Social Understanding, Understanding Science, and Understanding Technology.

Equivalencies: ARC9001 or DSN2001 or ENV0002 or GED5300 or GEN1001 or GEN1701 or GEN1957 or GEN2000 or GEN2007 or GEN2009 or HIS0001 or HIS2000 or HOS2228 or LIB1982 or MVM8800 or RAD2001 or SOC2003

MKT2208 Digital Marketing

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.

Pre-requisites: MKT2206 and MKT2294

Co-requisites: MKT2260 and MKT2261 and MKT2292

MKT2213 Skills for the Workplace

Students focus on exploring, developing and enhancing the skills required to pursue the next phase of their career preparation. Learners set employment goals and objectives that guide their assignment efforts throughout the term, ensuring they are job-ready upon graduation. Students experience the latest tools and strategies related to career research and effective employment searches, developing a highly effective resume and designing a dynamic and professional digital profile. Learners work to understand the nuances of building an effective professional network and participate in an external networking event to expand these skills. Interview preparation, using role-play, ensures learners are ready to showcase their top attributes to hiring professionals. Students also benefit from learning about specific laddering agreements that are in place between the Business-Marketing program and other diploma, advanced diploma, degree, and graduate certificate programs. Finally, students will spend time interacting with various guest speakers and participating in a community-based volunteer role throughout the term.

MKT2260 Industry Marketing Plan

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 MKT2261 (Field-work), MKT2208 (Digital Marketing) and MKT2292 (IMC II) allowing the student to develop and practise 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 market opportunity. Students then take this marketing strategy and develop a complementary marketing mix to leverage the identified market opportunity, a detailed implementation plan and financial analysis to prove the financial viability of their plan.

Pre-requisites: MKT2207 and MKT2283 and MKT2286 and MKT2294

Co-requisites: MKT2208 and MKT2261 and MKT2292

MKT2261 Marketing Plan Project Field Work

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.

Pre-requisites: MKT2207 and MKT2283 and MKT2286 and MKT2294

Co-requisites: MKT2208 and MKT2260 and MKT2292

MKT2292 Integrated Marketing Communications II New Media

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.

Pre-requisites: MKT2294

Co-requisites: MKT2208 and MKT2260 and MKT2261

GED0214 General Education Elective

For this course, you will have the opportunity to choose one from a group of general education electives. Your options will include courses which cover the following broad topic areas: Aesthetic Appreciation, Civic Life, Cultural Understanding, Social Understanding, Understanding Science, and Understanding Technology.

Equivalencies: ARC9001 or DSN2001 or ENV0002 or GED5300 or GEN1001 or GEN1701 or GEN1957 or GEN2000 or GEN2007 or GEN2009 or HIS0001 or HIS2000 or HOS2228 or LIB1982 or MVM8800 or RAD2001 or SOC2003