Students will learn the fundamentals of marketing and explore the relationships between companies, their customers and their competition. They will examine concepts that are integral to the field of marketing including marketing environment, customer behaviour, marketing research, product analysis, distribution, pricing strategies and promotion. They apply these concepts in solving marketing problems.

Level: UG

Attributes: ASTR, BUSI

Students will explore the importance of buyer behavior and purchase decision making using key theories from various social sciences (including Anthropology, Sociology and Psychology). They will apply these theories to analyze contemporary marketing situations.

Level: UG

Prerequisite(s): MRKT 1199

Attributes: ASTR, BUSI

Students will learn the key strategic, analytical, and technological elements of digital marketing explained through theory and practical analysis and application. Students will become familiar with a variety of digital marketing tools that support online marketing optimization, testing, promotion, and evaluation (analytics) in order to achieve overall marketing objectives.

Level: UG

Prerequisite(s): MRKT1199

Attributes: ASTR, BUSI

Students will learn the fundamentals of small business start-ups in a Canadian context and learn to make decisions on entrepreneurship. They will also learn the elements needed to identify and develop successful business ideas, and apply these to the business planning process in an entrepreneurial environment. Opportunities will be provided for students to further explore the industry within which their own business idea may exist.

Level: UG

Prerequisite(s): MRKT 1199 and (ACCT 1110 or ACCT 1210 or ACCT 2293)

Attributes: ASTR, BUSI

Students will be introduced to both theoretical knowledge and practical skills in a variety of retail business models. They will learn consumer behavior, store design and layout, merchandise planning, services marketing, retail pricing strategy, advertising and selling.

Level: UG

Prerequisite(s): MRKT 1199

Attributes: ASTR, BUSI

In this course, students will focus on the critique, evaluation, and revision of marketing plans to provide a thorough overview of the marketing planning process. Students will review marketing case studies and examine marketing research methods, strategic development, and tactical considerations outlined in marketing plans. In addition, students will practice professional skills development as they relate to launching successful careers in the modern marketing environment.

Level: UG

Prerequisite(s): All of: (a) MRKT 1199, (b) 6 credits from courses in MRKT at the 2000 level or higher, and (c) BUQU 1230, CRIM 2103, MATH 1115, MATH 2341, STAT 2342, PSYC 2300, or SOCI 2365

Attributes: ASTR, BUSI

Students will learn about basic marketing information needs as it relates to supporting the development and evaluation of a marketing plan, or to solve a given marketing problem. Through the use of case studies and real life examples, students will identify, gather and analyze marketing information in order to recommend actions for maximizing or improving an organization’s online and offline marketing efforts.

Level: UG

Prerequisite(s): MRKT 1199

Attributes: ASTR, BUSI

Students will learn the theory and skills of professional selling and demonstrate these skills through completion of a practical selling project. Students will study basic selling processes, including prospecting, needs analysis, and formal sales presentations. Students will undertake a real life sales project that will require them to meet activity and sales targets. Students will begin this course with the theory and skills of professional selling, preparing them to complete a practical selling project. Students will also examine the sales management function.

Level: UG

Prerequisite(s): MRKT 1199

Attributes: ASTR, BUSI

Students will work in creative teams to develop and present a comprehensive marketing communications proposal for a domestic marketing organization. They will thoroughly review the field of contemporary advertising and promotion in Canada throughout the course. Students will closely examine the evolving theory and practice of developing an overall communications program as well as the client/agency relationship. Students will emerge from this course with the skills to expand their comprehension of Integrated Marketing Communications (IMC) in subsequent courses.

Level: UG

Prerequisite(s): MRKT 1199

Attributes: ASTR, BUSI

Students will examine how marketing planning is executed for a real-life organization. As a part of the marketing planning process, students will examine global perspectives, professionalism/ethics, and digital presence through critical thinking and reflection. Students will explore from a marketing perspective diversity and inclusion, recognition of visible/invisible disabilities, cross cultural communication and interpersonal skills focusing on effective listening, ethical decision making and team building.

Level: UG

Prerequisite(s): MRKT 1199

Attributes: ASTR, BUSI

Students will focus on the export needs of a local small to medium sized enterprise (SME), and on how its current product line can be marketed abroad. They will investigate how marketers must adapt to foreign environments and adeptly resolve conflicts between political, cultural and legal forces in order to be successful.

Level: UG

Prerequisite(s): MRKT 1199

Attributes: ASTR, BUSI

In this course, using the UN Sustainable Development Goals (UNSDGs) as a baseline, students will look at how Canadian marketers consider the triple bottom-line (people, profit, and planet) and consider the rapidly changing customer demands, corporate demands and social demands in Canada, ensuring that future marketers are developing the tools to apply best marketing practices aligned with UNSDGs to create a competitive advantage for their organization. Objective of the course would be to research, consider and apply how Canadian marketers can take a holistic view of sustainability, better understand consumer behaviour towards sustainability, and how organizations can create a competitive advantage by aligning with best marketing practices.

Level: UG

Prerequisite(s): MRKT 1199

Attributes: ASTR, BUSI

Students will apply marketing principles and methods from previous courses to conduct marketing analysis, make strategic marketing decisions, develop marketing plans, assess results, and adapt to resulting outcomes. Students will synthesize learning through the preparation of a detailed, professional marketing plan for a real client. Students will develop and present their detailed marketing plan with strong emphasis placed on demonstration of analytical, critical thinking and research skills as well as a solid application of marketing principles.

Level: UG

Prerequisite(s): 45 credits from courses at the 1100 level or higher, including all of: (a) MRKT 1299, (b) 6 credits from courses in MRKT at the 2000 level or higher, (c) ACCT 1210 or ACCT 2293, and (d) BUQU 1130, BUQU 1230, MATH 1115, MATH 1120, MATH 1130, MATH 1140, MATH 2341, STAT 2342, CRIM 2103, PSYC 2300, or SOCI 2365

Attributes: ASTR, BUSI

Students will learn the essential marketing project management skills associated with strategic planning, briefing creative services, and delivering creative projects through a variety of traditional and contemporary marketing media. They will learn how key messages and graphic standards are delivered effectively and consistently to achieve marketing objectives.

Level: UG

Prerequisite(s): 45 credits from courses at the 1100 level or higher, including (a) MRKT 1299 and (b) 6 credits from courses in MRKT at the 2000 level or higher

Attribute: BUSI

Students will learn to collect, analyze and interpret data available from a variety of sources, internal and external to the organization, to uncover the marketing insights that would lead to competitive advantage for an organization. Students will use contemporary data tools and emerging information technologies related to marketing information management.

Level: UG

Prerequisite(s): 45 credits from courses at the 1100 level or higher, including (a) MRKT 1299 and (b) 6 credits from courses in MRKT at the 2000 level or higher

Attribute: BUSI

Students will become familiar with and use a variety of digital marketing channels and tools designed to help drive traffic to a website, improve conversion rates, generate online engagement and achieve overall marketing objectives.

Level: UG

Prerequisite(s): 45 credits from courses at the 1100 level or higher, including (a) MRKT 1299, (b) MRKT 2111, and (c) 3 credits from courses in MRKT at the 2000 level or higher

Attributes: ASTR, BUSI

Social Media Marketing Strategy is the use of social media by marketers to increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers. Social media allows businesses to gain a competitive advantage through the creation and distribution of valuable, relevant, and consistent content to attract and retain clearly defined audiences. Many companies are not well positioned for the strategic application of social media. They employ social media platforms such as Facebook, X, Linked-In, Instagram, and other social media accounts to disseminate content on those platforms, but they do not have a proper social media marketing strategy in place. Students will learn how to utilize new and constantly updated social media marketing strategies for businesses to achieve effective performance and conversions for optimal growth.

Level: UG

Prerequisite(s): 45 credits from courses at the 1100 level or higher, including (a) MRKT 1299, (b) MRKT 2111, and (c) 3 credits from other courses in MRKT at the 2000 level or higher

Attribute: BUSI

Students will learn to manage and direct the sales function to achieve organizational goals. They will develop consultative selling skills through study of key account management, group negotiations, and the preparation of proposals and quotations. Students will study leadership and managing a sales force, sales channels and the importance of strategic alliances which will prepare students to assume sales leadership roles in the organization.

Level: UG

Prerequisite(s): 54 credits from courses at the 1100 level or higher , including (a) MRKT 3000, (b) MRKT 3240, and (c) 3 credits from Business Foundation Courses at 3000 level or higher (ACCT 3380, ENTR 3100, ENTR 3110, ENTR 3120, ENTR 4200).

Attribute: BUSI

Students will analyze and gain insight into significant contemporary marketing issues such as globalization and cross-cultural marketing, online marketing and e-commerce, modern corporate culture, outsourcing and marketing and business ethics. Students will interact with guest speakers, plan and lead seminar discussions, research and analyze contemporary marketing strategies and theories, and produce and present a comprehensive research project.

Level: UG

Prerequisite(s): 60 credits from courses at the 1100 level or higher, including ENGL 1100 and MRKT 1199.

Attribute: BUSI

Students will learn the fundamentals of market segmentation, positioning and targeting while acquiring skills in the alignment of all aspects of an organization's communication, covering a complete range of target audiences, to create a coherent integrated communication program. They will manage the organization's brand identity and communication with consumers, media, governments, employees, shareholders and community groups. Students will learn how to use a comprehensive variety of communication options in order to maximize return-on-marketing investment.

Level: UG

Prerequisite(s): 69 credits from courses at the 1100 level or higher, including (a) MRKT 3000, (b) MRKT 3211, (c) MRKT 3240, (d) MRKT 3311, and (e) 12 credits from Business Foundation Courses at 3000 level or higher (ACCT 3380, ENTR 3100, ENTR 3110, ENTR 3120, ENTR 4200)

Attribute: BUSI

Students will work individually to apply marketing theory to undertake and develop, to a prelaunch phase, a comprehensive industry-based marketing plan. Students will practice the integration of marketing and business concepts learned throughout their degree program by managing, designing, preparing and presenting a comprehensive project that meets the requirements of a new online product-based business.

Level: UG

Prerequisite(s): 69 credits from courses at the 1100 level or higher, including (a) MRKT 3000, (b) MRKT 3211, (c) MRKT 3240, (d) MRKT 3311, and (e) 12 credits from Business Foundation Courses at 3000 level or higher (ACCT 3380, ENTR 3100, ENTR 3110, ENTR 3120, ENTR 4200)

Attribute: BUSI

Online simulation that challenges students to make realistic marketing and business decisions in a competitive, fast-paced market. Students develop and execute a complete marketing strategy, including brand design, pricing, ad copy design, media placement, distribution, and sales force management. Throughout the exercise, students receive information on customer needs as well as feedback on customer satisfaction with brands, prices, and advertising. Students discover how their actions reflect in both brand profitability and firm profitability. Simulation participants learn to study competitive tactics and adjust their marketing strategy to stay ahead of the competition. Students will also complete industry recognized certifications.

Level: UG

Prerequisite(s): 69 credits from courses at the 1100 level or higher, including (a) MRKT 3000, (b) MRKT 3211, (c) MRKT 3240, (d) MRKT 3311, and (e) 12 credits from Business Foundation Courses at 3000 level or higher (ACCT 3380, ENTR 3100, ENTR 3110, ENTR 3120, ENTR 4200)

Attribute: BUSI