Marketing elective courses
Program: MBA
This course introduces frameworks, tools, and concepts that are relevant to the consumption of goods and services. The focus in on understanding consumer behaviour in order to develop and execute effective marketing strategies. This course examines personal, social, cultural, and psychological characteristics as well as external factors to understand how these factors impact the consumption process. The pedagogy used to achieve course objectives may include lectures, case studies, group projects, and presentations.
Prerequisites & notes
Prerequisite/Corequisite: The following course must be completed previously: MBA 644.
Program: MBA
This course focuses on market analysis, marketing profitability, the establishment of marketing objectives and the development of marketing strategies as a means of building sustainable competitive advantage for the organization in different contexts. The primary objective of the course is the cultivation of effective strategic marketing planning and decision-making skills using analytical frameworks and measuring marketing and overall organizational performance. Topics covered may include: developing marketing plans; branding and managing brands as important company assets; offence-oriented and defence-oriented competitive strategies; and the measurement of marketing profitability and financial performance. The pedagogy used to achieve course objectives may include lectures, case studies, group projects, and presentations.
Prerequisites & notes
Prerequisite/Corequisite: The following course must be completed previously: MBA 644.
Program: MBA
This course focuses on the array of communication media and analytical tools available to the marketer as digital technology evolves. The nature of various social media along with their relevance and effectiveness for achieving certain communication objectives are examined. Integrating social media into the overall marketing communication plan is also studied. The primary focus of the course is how social media content is created, published, analyzed, managed, and compared. The pedagogy used to achieve course objectives may include lectures, case studies, group projects, and presentations.
Prerequisites & notes
Prerequisite/Corequisite: The following course must be completed previously: MBA 644.
Students who have received credit for the topic Social Media Marketing under a MARK 695 number may not take this course for credit.
Program: MBA
This course focuses on the development of effective marketing communications and the importance of the integration of any organization’s marketing communications tools to ensure the achievement of marketing and communications objectives based on an understanding of the multi-directional characteristics of relevant communication methods. Topics covered may include the role of Integrated Marketing Communications; the shifting media landscape; identifying and prioritizing key stakeholder groups and generating conversations among them; creating effective message strategies; and effective use of copy and creative platforms. The pedagogy used to achieve course objectives may include lectures, case studies, group projects, and presentations.
Prerequisites & notes
Prerequisite/Corequisite: The following course must be completed previously: MBA 644.
Students who have received credit for the topic Integrated Marketing Communications under a MARK 695 number may not take this course for credit.
Program: MBA
This course focuses on marketing and its role in the pharmaceutical industry. The objective is to provide the student with a thorough understanding of current marketing practices and critical issues in a key global industry. Conceptual frameworks and practical applications are featured, with emphasis on the unique nature of marketing and associated challenges in the industry. The pedagogy used to achieve course objectives may include lectures, case studies, a term project, issues analyses, and presentations. When appropriate, guest speakers may be invited to discuss specific issues confronting the industry.
Prerequisites & notes
Prerequisite/Corequisite: The following course must be completed previously: MBA 644.
Program: MBA
The subject matter for this course will vary from term to term and students may take this course more than once, provided that course content has changed.
