Marketing (MKTG)

Students are introduced to the basic marketing tools - STP (segmentation, targeting, positioning) and the four P's (product, price, place, promotion). Marketing research, consumer behaviour, marketing in a global setting, ethical implications of marketing decisions, and the relationship between marketing and society are also examined and applied in course work.

Students examine the application of marketing principles across national borders and the challenges emerging from diverse cultural, socioeconomic, and political/legal environments. Topics covered include opportunity selection, globalization/localization, global marketing strategies, foreign market entry modes, and the international marketing mix. Students explore the relationships among local, international, and global perspectives.

Students explore the psychological, social, and cultural factors influencing consumer behaviour, and the implications of consumer behaviour to marketing strategies. Topics include consumer needs, perceptions, attitudes, lifestyles, learning, decision making, reference groups, and cultures.

Students are introduced to marketing issues in retail enterprises. Topics covered include retail marketing strategy in an omnichannel environment, consumer buying behaviour, assortment, pricing, promotions, supply chain, and delivery of customer experience. Students have opportunities to apply concepts through problem-based learning, simulations, and applied projects.

Students are introduced to the role and process of marketing research. They explore the strengths and limitations of different research methods used for gathering insights into markets, including surveys, experiments, interviews, focus groups, and others. Students get hands-on experience in study design, data collection, analysis, and interpretation.

Students develop the necessary analytic and communication skills to succeed as marketing managers. The focus is on practical applications. Course activities may include discussions, case analyses, secondary research, and field research projects. The course focuses on skill development and on the integration of all decision areas in marketing.

Students examine services marketing in private, public, and not- for profit organizations. Topics include the nature, antecedents, and consequences of service quality, and the dynamics of business to consumer relationships in service industries.

Students examine various theories and elements of marketing communications, including but not limited to advertising, sales promotion, public relations, and social media, as well as their integration both off-and online. Students create, plan, and evaluate marketing communications strategies.

Students examine the design and management of marketing channels. Topics covered include structure of marketing channels, responsibilities of each member, factors affecting channel effectiveness, impact of technology on channel management practices, and development and management of effective channel relationships.

Students explore the theory-based foundation of personal selling and its role in marketing strategy. They work to develop sales skills in the context of both business-to-consumer and business-to-business settings.

Students integrate the material learned in the prerequisite, upper-division marketing courses to analyze competitive markets. Students develop, implement, and evaluate marketing strategies with emphasis on financial performance and sustainable growth. Teaching methods might include field projects, and/or online simulations.

Students will learn about current issues in the marketing and management of sports leagues, franchises, and organizations. Key topics will include revenue models, sponsorship, branding, and consumer behaviour in the context of sports businesses. Global sporting events, ethics in sports, and the impact of sport on society may also be discussed.

Students will explore applications of supervised and unsupervised machine learning methods in retail marketing. The focus is on developing retail managerial insights through analytics, without use of programming. Topics include market segmentation, marketing mix modeling, pricing, merchandise planning, customer churn modeling, and demand forecasting. Students work with many real-life datasets.