Marketing Courses
Prerequisites are in place to help students succeed in their Marketing programs. If prerequisites are not met, special permission will very rarely be granted to take a Marketing course.
MARK 1120 Introductory Marketing (3 credits)
This course introduces the student to the major concepts involved in the marketing function. The course addresses the role of marketing in the firm and business community and explores the tools and techniques used in developing a marketing strategy. Particular emphasis is placed on the importance of the elements of the marketing mix - product, price, place and promotion, current marketing issues and analytical methods.
To find out where this course transfers, check the BC Transfer Guide
Prerequisites: Foundations of Math 11 OR Principles of Math 11 with a minimum grade of "C" or better or approved equivalent.
Lecture: 2; Seminar: 1; Case Analysis: 1
Offered: Fall, Winter and Summer
MARK 2150 Personal Selling (3 credits)
This course focuses on the theoretical and practical techniques used in selling goods and services. Emphasis is given to developing practical skills in presenting goods and services to prospective buyers. Attention is devoted to the art of persuasion as a life-skill and to the need to develop professional relationships in business. (Students who have taken the old MARK 350 will not receive credit for MARK 1150.)
Prerequisite: Nil
Lecture: 2; In-class student presentation: 2
Offered: Fall and Winter
MARK 3215 Buyer Behaviour (3 credits)
This course analyzes buyer behaviour in both organizational and consumer markets. Effects on a firm's marketing strategy when dealing in consumer versus organizational markets are explored. The process buyers go through in searching for, evaluating and purchasing products and services is analyzed. The course also covers researching, delivering and evaluating customer satisfaction and quality service. (Students who have taken the MARK 290 and MARK 295 will not receive credit for MARK 3215.)
Prerequisites: MARK 1120 and (CMNS 1115 or any English UT course)
Lecture: 2; Seminar: 2
Offered: Winter
MARK 3235 e-Marketing (3 credits)
This course examines the role of digital media, including the web, email, and wireless, within the marketing function. The role of digital media in identifying, anticipating and satisfying consumer needs and wants will be explored. The Internet is impacting the way organizations communicate, conduct research, promote themselves, price and distribute their products. These impacts, as well as others will be considered.
Prerequisites: MARK 1120 and (CMNS 1115 or any English UT course)
Lecture:
Offered:
MARK 3280 Sustainability and Corporate Social Responsibility (3 credits)
This course provides students with an introduction to the concepts of sustainability and corporate social responsibility in a business context. The course takes a managerial perspective, and incorporates a global orientation. Topics like the triple bottom line, global warming, the product life cycle and carbon neutral are covered. Students are urged to embrace the belief that corporations need to be socially responsible, as well as sensitive to environmental concerns.
Prerequisites: MARK 1120 and BUSN 1210 or persmission of the Instructor
Lecture: 2; Seminar: 2
Offered: Fall
MARK 3300 International Marketing (3 credits)
This course examines the international activities of firms from a marketing perspective. While Canada is a very active trading nation in terms of both importing and exporting, the focus of this course will primarily be on exporting, particularly from the perspective of small- and medium-sized companies.
To find out where this course transfers, check the BC Transfer Guide
Prerequisites: MARK 1120
Lecture: 3; Seminar: 1
Not offered: Fall
MARK 3315 International Marketing Research (3 credits)
This course will provide students with a detailed study of the principles and methods of research as applied to the international community. Topics covered include identification and evaluation of research needs, methods of acquiring information, tools for analysis and presentation of findings. The focus will be on challenges of collecting and using research across cultural boundaries. Extensive use will be made of computer-based applications, including spreadsheets, on-line research and Internet browsers.
To find out where this course transfers, check the BC Transfer Guide
Prerequisites: (BUSN 1330 or FINC 1231 or MATH 1125) and (BUSN 2337 or BUSN 2429 or BUSN 3431) and MARK 1120
Lecture: 2; Seminar: 2
Not offered: 2008/2009
MARK 3340 Promotional Strategy (3 credits)
This course covers the marketing concept of promotion, in all its forms. Integrated marketing communications is introduced as the coordinating force in promotion; advertising, sales promotion, public relations, personal selling and events are explored as the key promotional techniques. The promotional process is covered from the stand-point of the firm. The course will also cover the nature and the process of communications and the impact it has on the individual and the organizational consumer.
Prerequisite: MARK 1120
Corequisite: CMNS 1115 or any English university transfer course
Lecture: 2; Seminar: 2
Offered: Winter
MARK 3470 Professional Services Marketing (3 credits)
Marketing in the professional services sector has experienced significant growth and changes in recent years. Historically professional services firms were limited in their marketing activities and often success was determined by personal relationships and industry contacts. There is now more latitude and urgency for marketing in this sector, and each firm is challenged to differentiate itself from its competitors. In some sectors there is seasonality which can have an impact on the price of services and the perceived value by the client. There is the constant threat of "commoditization," which means that the marketing function has to be consistently working on articulating the value proposition of the firm. Relationship marketing, attracting and retaining clients, marketing tools and techniques as well as strategic planning are explored as key components of professional services marketing.
Prerequisites: MARK 1120 and MARK 2150 or permission of the Instructor.
Lecture: 2; Seminar: 2
Not offered: Fall
MARK 3360 Customer Relationship Management (3 credits)
This course examines the concept of customer relationship management (CRM), its evolution and implementation. The approach is analytical and managerial, and covers: understanding issues, tools, techniques and terminology; establishment, management, mining and analysis of customer databases; assessing customer valuation and establishing metrics; identifying, defining and understanding customer segments; estimating profitability; and designing targeted marketing campaigns and customer communications. Customer relationship management explores database planning, design and creation, and focuses on the role of CRM in a firm's marketing strategy, with emphasis on customer relationship building and servicing.
Prerequisites: CSIS 1110 and MARK 1120 and CMNS 1115 or any UT English course
MARK 3441 Marketing Research (3 credits)
This course provides a detailed study of the objectives, principles and methods of marketing research. Marketing research is covered from the perspective of the user as well as the practitioner of the research. This course focuses principally on providing quality information upon which managers can act. Computer-based applications of mathematical and statistical techniques are used. (Students who have taken the old MARK 391 will not receive credit for MARK 3441.)
Prerequisites: MARK 1120 and BUSN 2429 and CSIS 1110 and CMNS 1115 or any UT English course
Lecture: 2; Seminar: 2
Offered: Fall
MARK 3490 Business Marketing (3 credits)
Firms that operate in the business-to-business marketplace are increasingly recognizing the importance of marketing's role and contribution as a critical aspect of their operation, to help them achieve their goals. The business marketing world differs in many ways from the consumer world, and company competitiveness and reputation in the business-to-business marketplace are usually a direct result of their marketing competence. This course provides the knowledge and understanding of key business-to-business (B2B) marketing principles and processes, and the methodology of applying the marketing drivers.
Prerequisites: MARK 1120
Lecture: 2; Seminar: 2
Not offered: Fall
MARK 3500 Financial Services Marketing (3 credits)
Marketing in the financial services sector has experienced significant growth and change in recent years, fuelled by new technologies, increased competition, changing consumer attitudes, and product development. Marketers in this field are constantly challenged, and require a broad skill set and a variety of approaches to execute their marketing activities successfully. This course will explore how financial institutions develop an understanding of their target consumers to enable them to design appropriate products and services, and then how they market their products and services effectively. The marketing mix for financial services will be covered, along with the concepts of marketing as they apply to the unique nature of services. Relationship marketing, attracting and retaining customers, marketing tools and techniques, and strategy development will all be emphasized.
Prerequisites: MARK 1120 and MARK 2150
Lecture: 2; Seminar: 2
Offered: Winter
MARK 4270 Marketing Intelligence (3 credits)
Marketing Intelligence (MI) is a key tool for better decision-making, success, and even survival for firms today, and it comes from the strategic use of a carefully analyzed collection of key information. Enterprise-wide use of market intelligence is increasing, as firms see its power and benefit. Firms that embrace market intelligence use it at all levels of the organization, fostering a culture where everyone thinks "intelligence," and contributes to its evolution. The establishment of a market intelligence process in firms today is increasing at a rapid rate.
Effective MI is a process of: identifying and collecting information, both internal and external to the firm; analyzing it, interpreting it using business and industry experience and knowledge; and using it to make more informed decisions. this course provides a broad and in-depth understanding of market intelligence (MI), focusing on MI as a process, and the persepctive taken will be that of a manager using marketing intelligence. Students will learn the tools, techniques, sources, analytical processes and technology of MI, and will review best practices and cases of MI in action. This course is intended for marketing and business students.
Prerequisites: MARK 1120 and FINC 1231
Lecture/Case Analyses: 2; Seminar/Discussion: 2
Not offered: Fall
MARK 4400 Personal Selling in the International Marketplace (3 credits)
This course focuses on theoretical and practical techniques used in selling goods and services in the international marketplace. Emphasis will be on dealing with various cultures and ethnic groups that make up the international market. Attention will be paid to adapting theoretical selling skills to fit different cultural requirements of the market, in order to achieve effective partnerships culminating in long-term relationships.
To find out where this course transfers, check the BC Transfer Guide
Prerequisites: MARK 3300
Lecture: 3; Seminar: 1
Not offered: 2008/2009
MARK 4410 Sales Management (3 credits)
This is a comprehensive course in sales management principles and methods featuring allocation of priorities to the company's sales objectives and responsibilities; formulation of sales policy; tasks of planning, organizing, staffing and controlling the work of the field sales force. Understanding the human dynamic in managing salespeople and discussing some of the opportunities and challenges that sales managers face in their day-to-day work. Discussing the role of sales management in the broader corporate environment and the career opportunities that are available working in the sales and sales management functions. The course also reinforces the need for sales managers to display strong ethical behaviour with customers and employees alike.
Prerequisite: MARK 1120 and MARK 2150 and (CMNS 1115 or any English UT course)
Lecture:
Offered: Winter
MARK 4440 Marketing Strategy (3 credits)
This course is an advanced study of the marketing function. Using analytical techniques, emphasis is placed on analysis and solution of business problems. Special attention is given to planning and positioning strategies.
Prerequisite: MARK 1120 and (BUSN 1330 or FINC 1231) and CSIS 1110 and (CMNS 1115 or any English UT course)
Lecture:
Offered: Fall
MARK 4483 Marketing Practicum (3 credits)
A directed studies program where each student works on a practical marketing project. Students will develop the framework for the assignment, gather the necessary information and data, undertake the necessary marketing analysis, and summarize their findings and recommendations in a final report.
Prerequisites: MARK 3340 and MARK 3441 and MARK 4440
Lecture: 1; Student Directed Learning: 5
Offered: Winter