Marketing Management (Entrepreneurship Option)

The purpose of the course is to give the student an appreciation of the role of finance in business and industry and an understanding of the inter-relationships between finance and the other functional aspects of business. It is also the objective of the course to teach the student some common decision-making techniques in finance to enable him/her to react optimally under varying conditions with a business environment of ever-increasing complexity.
Prerequisite(s):

• FMGT 2100 or FMGT 2152

Teaches the practical skills required to successfully launch a new venture with emphasis on how to assess new business opportunities, compose a business plan and obtain the necessary financing. Students will be able to determine whether a new business concept has sufficient potential market demand, product/service provision capacity, management skill and financial commitment to represent a successful business opportunity.
Prerequisite(s):

• 50% in MKTG 1102

Explore research tools and techniques needed to execute various marketing research projects. Emphasis will be on how marketing research fits into the strategic planning process; conducting situation analyses and exploratory research; identifying and locating sources of secondary data including Internet and other online resources; evaluating and selecting appropriate methods for conducting primary research; designing data gathering tools; conducting effective survey fieldwork; and tabulating, analyzing and reporting of primary research findings. Students will be required to complete a major multi-method marketing research project.
Prerequisite(s):

• No prerequisites are required for this course.

This course builds on basic selling and business communication skills and enables students to develop negotiating and conflict resolution skills for business. The focus on this course will be on business negotiations which rely on trusting relationships, and which lead to win-win agreements, most commonly in seller-buyer interactions. Students will be expected to engage in several experiential negotiating exercises to develop and apply their negotiation skills in a wide range of business situations.
Prerequisite(s):

• MKTG 2243 or (MKTG 1219 and MKTG 2319)

The unique Self Employment course puts the student in the place of an entrepreneur with a new idea, and teaches the student how to build the idea into a business. The course covers the basics of starting a business, from idea assessment to insurance, in a step by step manner. At the end of the course, the student will be prepared to pursue a detailed checklist of steps to create a new business venture.
Prerequisite(s):

• No prerequisites are required for this course.

​The course builds on fundamental marketing skills and provides a blueprint for starting an online business. Students will learn to apply best practices when developing their own e-commerce enterprise. Key topics include opportunity analysis, researching competition, logo development, name selection, domain registration, shipping strategies, online presence, and profitable objective development.​
Prerequisite(s):

• No prerequisites are required for this course.

Through projects, individual research and case studies, students will learn to analyze foreign operating environments to determine market potential, develop market entry strategies and create appropriate marketing mixes. An emphasis will be placed on the role of international marketing in the overall growth and strategies of a domestic firm.
Prerequisite(s):

• 50% in MKTG 1102

Deals with the product/service development process, as it exists in ventures of all sizes. The course takes the student on a journey through several different industries to transfer the skills necessary to analyze and market new product or service concepts. Emphasis is placed on practical, introductory methods of assessment and implementation as opposed to abstract development models or complex product/service engineering concepts.
Prerequisite(s):

• 50% in MKTG 1102

Focuses on the practical skills used in the growth company environment by a manager or entrepreneur. Identifies the strategic options facing a growing business, while providing practical solutions. Topics will include all aspects of managing, marketing, operating and administering the venture during this critical stage.
Prerequisite(s):

• 50% in MKTG 3306

Acts as a showcase for students to demonstrate and develop their skills, conducting projects for actual entrepreneurial ventures. Students work in a wide range of companies for two days a week in term 4B.
Prerequisite(s):

• 50% in MKTG 4407

Students will work off-campus one day a week on a major project related to their marketing field of study. This project typically relates to a specific client company and is carried out under the guidance of assigned faculty members.
Prerequisite(s):

• MKTG 3301 and MKTG 3309

Digital Marketing continues to play an increasingly important role in the success of every organization. Marketing students need to understand how to develop and implement online marketing strategies and tactics in this constantly evolving digital world. The course covers internet-specific strategy development and marketing campaign planning and execution in many areas including, but not limited to: website design, search engine optimization, paid search, advertising, social media marketing, mobile marketing, e-mail marketing and online lead generation. This course will provide students with the required knowledge to build online marketing campaigns to increase customer acquisition, conversion, retention and growth. The course culminates in a final capstone project, in which students will build a Digital Marketing Plan for an actual business.
Prerequisite(s):

• Completion of Level 3 courses

Provides an overview of current issues facing entrepreneurs. Annual subject matter shifts as do the issues covered by the course.
Prerequisite(s):

• 50% in MKTG 3345

Provides students with a multi-dimensional learning environment through lectures, readings, discussions, and business strategy simulation exercises. The role and importance of planning and information for strategic decision-making is the underlying precept. Simulations are intended for application of knowledge and practical experience. This course demands that students draw heavily from marketing expertise gained in previous courses. This course integrates concepts learned throughout the Marketing Management program. You will use strategic analysis to evaluate opportunities, develop strategy, make business decisions and evaluate outcomes, ultimately applying these concepts to prepare a formal marketing plan. The role and importance of strategic development and planning for marketing decision-making is an underlying precept. Learning activities include lectures, discussion, case studies, research, and business simulation software.
Prerequisite(s):

• MKTG 3306

Provides students with a multi-dimensional learning environment through lectures, readings, discussions, and business strategy simulation activities. Simulations and other learning activities will focus on the strategic allocation of business resources, while team-based projects will provide hands-on entrepreneurship experience needed to successfully navigate an accelerated real-world business environment.
Prerequisite(s):

• MKTG 3306

​This course guides students through the fundamental management concepts, practices, and behavioural characteristics needed to successfully launch, lead, and realize benefits from projects in marketing and sales departments. Effective managers possess the business, leadership, and technical skills necessary to manage teams, schedules, risks, budgets, scope, and stakeholders to produce expected outcomes with a desired value. Students analyze the impact of organizational project and change management theory and explore project management with a practical, hands-on approach through case studies, team assignments, and individual contributions. A key and often overlooked challenge for project managers is the ability to manage without direct influence, gaining the support of stakeholders and access to resources not directly under their control. The course simulates a project in its project team framework, group accountability, and schedule deadlines.​
Prerequisite(s):

• Completion of all Level 3 MKTG courses