MARK – Marketing
MARK 201
Fundamentals of Marketing
3 Credits Weekly (3-0-0)
Students are introduced to important concepts in marketing theory and their applications to real-life business activities. Students examine various marketing strategies and how they apply within the context of business environments. Students also examine consumer behaviour and the marketer's ethical and social responsibilities. Note: Credit can only be obtained in one of MARK 201 or MGMT 131.
MARK 310
Consumer Behaviour
3 Credits Weekly (3-0-0)
Students apply theory of the consumer decision-making process and develop a marketing plan that is based upon consumer behaviour concepts. Students will explore the facets of consumer behaviour as they relate to corporate social responsibility. Topics include: the consumer decision-making process, individual determinants of consumer behaviour, environmental influences of consumer behaviour and the marketer's influence on consumers.
Prerequisites: MARK 201 or MARK 301.
MARK 312
Marketing Research & Analytics
3 Credits Weekly (3-0-0)
Students experience the important role of data gathering and analysis in marketing decision-making. Students examine marketing research concepts and methods in overall business and specific to marketing. Students identify marketing problems, recommend the marketing research design that should be undertaken, gather and analyze qualitative and quantitative marketing data, and make effective decisions based on the analysis. Students are expected to learn how to use software (e.g., Excel) to help with practical data analysis, using numbers to make better marketing decisions. The skills covered in this course are applicable to analyzing and suggesting solutions to marketing problems encountered in both consumer and business-to-business markets, and public, private and social sectors. Marketing research from a sustainability perspective is also explored. Work integrating learning opportunities i.e., collaboration opportunities between the student and real community partners for implementing their learning are provided.
MARK 314
Marketing Metrics
3 Credits Weekly (3-0-0)
Students examine the critical role of analysis in marketing decision-making and learn how to use and interpret marketing metrics in the development, implementation and evaluation of the marketing strategy. Students enhance their analytical capabilities through applying marketing metrics. The course emphasizes practical analysis, using numbers to make better marketing decisions.
Prerequisites: (MARK 201 or MARK 301) and (FNCE 201 or FNCE 301).
MARK 403
International Marketing
3 Credits Weekly (3-0-0)
Students broaden their marketing knowledge by building upon knowledge and issues associated with the international context of the marketing of products and services. Topics include: Scope and Challenge of International Marketing; The Cultural Environment of Global Markets; Assessing International Marketing Opportunities; and Developing and Implementing International Marketing strategies. Students design and prepare an international marketing plan. The course also broadens students' understanding of responsibility of international marketers.
Prerequisites: MARK 201 or MARK 301.
MARK 412
Service Marketing
3 Credits Weekly (3-0-0)
Students examine the marketing of services in private, public, and non-profit organizations. Students apply service marketing theory to a variety of service-based organizations. Topics include customer relationship management, customer satisfaction, service quality, employees' and customers' role in service delivery, and the services marketing mix factors.
Prerequisites: MARK 201 or MARK 301.
MARK 414
Digital Marketing
3 Credits Weekly (3-0-0)
Students apply the principles of marketing communications to the digital marketplace. Through the study of the theory and best practices in digital marketing, students learn to design, assess and implement marketing strategies and solutions for businesses working in a global environment.
Prerequisites: MARK 201 or MARK 301.
MARK 416
Business to Business Marketing
3 Credits Weekly (3-0-0)
Students learn major concepts related to business-to-business (B2B) marketing and purchasing with a special focus on business relationships and networks. Students explore similarities and differences between marketing to consumers and marketing to businesses. The course focuses on contemporary trends in organizational marketing theory and practice and the implications of the global arena and digitalization for organizational markets.
Prerequisites: MARK 201 or MARK 301.
MARK 418
Sales Management
3 Credits Weekly (3-0-0)
Students examine the role of sales in contemporary business organizations with a focus on the formulation, implementation, and evaluation of a strategic sales program. Specific topics include the process of personal selling, the strategic nature of sales management, selecting and recruiting a sales force, and designing a sales force organization. Additional topics include developing account management policies of salesperson performance, and ethical and legal issues in sales management. The course includes a mix of conceptual and applied approaches to provide a balanced view of sales management.
Prerequisites: MARK 201 or MARK 301.
MARK 420
Product Management & Branding
3 Credits Weekly (3-0-0)
Students examine the development and management of products in contemporary organizations. Students learn how to build, measure and sustain brand equity. Students also learn to use market research data and marketing models for new product development and its management. Product and brand management from a sustainability perspective is also explored. Work integrating learning opportunities i.e., collaboration opportunities between the student and community partners for implementing their learning are provided.
MARK 422
Responsible Marketing & Sustainability
3 Credits Weekly (3-0-0)
Social responsible marketing is envisioned as a process that uses marketing fundamentals to change audience behaviours to benefit society as well as the individual (Lee et al., 2023). Social responsible marketing focuses on social issues such as public health, injury prevention, environmental behaviour, community engagement, and financial well-being among many others. This course will examine how the marketing principles and techniques engage in social and environmental issues. Examples found in the non-profit, for-profit and public sectors will be explored. Real-world or other types of experiential learning projects will help students build knowledge and develop capacity to be a positive social change agent through the application of marketing principles and techniques.
MARK 440
Marketing Strategy & Sustainability
3 Credits Weekly (3-0-0)
Students learn how to integrate marketing strategy in complex and dynamic environments. Taking advantage of the latest marketing research results and students' previous knowledge of segmentation, targeting, positioning and the marketing mix (e.g., product, distribution/place, promotion, price), students develop a sustainable marketing strategy report for a real-world organization. Students work on specific cases on sustainable marketing to propose marketing strategies that positively address social and environmental challenges. Work integrating learning opportunities i.e., collaboration opportunities between the student and community partners for implementing their learning are provided.
Prerequisites: MARK 310; MARK 312; two of: MARK 403, MARK 412 or MARK 416; and two of: MARK 414, MARK 418, MARK 420.
MARK 497
Special Topics in Marketing
3 Credits Weekly (0-0-3)
This course involves reading, discussing and critically evaluating current research on specialized topics of interest to senior students in the Bachelor of Commerce. Topics covered vary with the interests of students and faculty and may include an applied field research component in business, government or community. Students should consult with faculty members in the Department of International Business, Marketing, and Strategy for details regarding current offerings. This course can be taken twice for credit.
Prerequisites: Minimum of C- in one 300 level MARK course and consent of the department chair or designate.
MARK 498
Independent Studies in Marketing
3 Credits Weekly (0-0-3)
In consultation with, and supervised by, a member of the department or an approved professional in the community, a senior student undertakes advanced scholarly work related to the field of marketing. The faculty member guides the student in designing and undertaking this work, using appropriate assumptions and methods, to arrive at warranted conclusions and outcomes that will advance marketing knowledge or practice or create meaningful results. Note: This course can be taken twice for credit.
Prerequisites: Consent of the course instructor and the department chair.
MARK 499
Honours Thesis - Marketing
3 Credits Total (0-0-45)
Under the direction of a faculty member, students conduct a research project on an approved topic related to their major culminating in an honours thesis. Students then present and defend their thesis in a public forum. Restricted to Bachelor of Commerce Honours students.
Prerequisites: BUSN 496.