Students are introduced to the basic marketing tools - segmentation, positioning, product, price, distribution, and promotion. Marketing research, buyer behaviour, planning, marketing in a global setting, and the relationship between marketing and society are also introduced. Teaching methods include lecture, current readings, videos, class exercises and case analysis.
Students explore the economic, cultural, political, and legal aspects of international marketing, together with international product policy, distribution, pricing, and promotion. International consumerism, research, and management issues are also addressed.
Students gain an understanding of the social, cultural, and psychological factors influencing consumer behaviour and of the implications of consumer behaviour to marketing strategies. Topics include consumers’ needs, attitudes, learning, decision making, consumption patterns, cultures, and life styles.
Students are introduced to applied marketing research. Topics include preparation and evaluation of research proposals, evaluation of secondary data, design of research instruments, sampling, data collection, data analysis using statistical packages, and preparation and evaluation of research reports.
The objective of this course is to better equip students with the necessary analytic and communication skills to succeed as marketing managers. The focus is on practical applications. Course activities may include discussions, case analyses, simulation games, secondary research and field research projects. The course focuses on skill development and on integration of all decision areas in marketing.
Students will be exposed to conceptual and managerial issues in the marketing of services. Topics include marketing and service organizations, service-quality management, service marketing mix, marketing strategies for profit and non-profit service organizations, international and emerging perspectives on service marketing. Students will develop strategies for specific service areas such as health care or tourism.
Students study models of interpersonal and mass communications and the various promotional crafts: advertising, sales promotion, publicity, public relations, and personal selling, with a focus on integrating these into a coherent communications strategy. Marketing communications implications inherent in product pricing, design, packaging, and distribution are also examined.
Students examine the complex path from manufacturer or producer to end-user: the structure of marketing channels, the responsibilities of each member, the factors affecting channel effectiveness, the methods for developing and managing effective channel relationships.
Students study the theories and skills required for effective personal selling; for recruiting, training, compensating, and motivating sales personnel; and for managing the total selling effort.
Students undertake a comprehensive study of the activities involved in retailing goods and services to consumers. Topics include the evolution of retailing, shopping behaviour, retail marketing strategies, and emerging trends.
Students integrate the material learned in the prerequisite, upper-division marketing courses to analyze marketing opportunities, develop and evaluate marketing strategies, and develop and evaluate marketing plans. Teaching methods include case analyses, field projects, and/or computer simulation games.
Students review and conduct best practice approaches for tackling business cases. Students develop their critical thinking, strategic analysis, and presentation skills. One purpose of this course is to prepare students to be eligible to compete as part of Saint Mary's University student teams in selected business case competitions, including the Inter-Collegiate Business Competition (I.C.B.C.).
This course allows students to gain business experience by working for clients of the Saint Mary’s University Entrepreneurship Centre.
MKTG 4826 – 4849 Special Topics/Seminars in Marketing
3 credit hours
Prerequisite: MKTG 3379 and COMM 2293
Students have the opportunity for in-depth study of selected topics in marketing. Topics selected for discussion are at the discretion of the instructor, with approval of the Department. Issues to be discussed may include such topics as marketing productivity, marketing auditing, marketing models, social issues in marketing. Topics will vary from year to year. The course may be repeated for credit hours when topics vary.
MKTG 4876 – 4899 Directed Study
3 credit hours
Prerequisite: COMM 2293 and permission of Chairperson and instructor
Intended to supplement or provide an alternative to the regular marketing courses in order to meet the special needs and interests of students, the course provides an opportunity to study a particular subject in detail and requires from the students some measure of independence and initiative.
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