Marketing Management (Professional Sales 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.

The course builds on fundamental selling skills and enables the student to apply more advanced methods to handle challenging selling situations. Students will also learn and apply contemporary business development methods through common communication channels, including social media. Key topics include: Social Selling, Contact Strategies, Prospect Engagement Methods, Diagnostic Questions, Customer Relationship Management, Visual Selling and Dealing with Difficult Customers. A key element of this course will be the development and delivery of an interactive, persuasive presentation to a new prospect.
Prerequisite(s):

• 50% in MKTG 2243 or 50% in MKTG 1219

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)

Covers general principles of sales management. Emphasis is given to the human resource with stress placed on selection, assimilation, training and supervision. Examination of sales, planning, and organization.
Prerequisite(s):

• 50% in MKTG 1102 and 50% in MKTG 2243

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

​To be competitive in today's market, a successful business person needs to be able to leverage internal data, and utilize the appropriate analytic methods to drive overall company performance. In this course you will learn how to optimize revenue and profit by making strategic marketing decisions based on marketing analytics. Students develop practical analytical skills including: applying marketing analytical techniques to establish customer segmentation schemes, developing a dashboard for effective reporting and alerts, predicting revenue and return on investment (ROI) impact of specific marketing and sales strategies, and developing tests for optimizing business impact. Students complete hands-on projects applying the major areas of study to real business situations.
Prerequisite(s):

• Completion of third-level Marketing Management courses

This course builds on business-to-business selling skills and enables the student to apply methods to develop, manage, and retain business customers. Students will learn and apply contemporary account management methods, including key account selling. Key topics include B2B buyer behaviour, consultative selling, client management (and CRM), time & territory management, sales call planning, selling to the c-suite, request for proposals, and selling in a non-profit environment. A core element of this course will be cold calling for a non-profit fundraising project and managing the relationship of new and existing accounts.
Prerequisite(s):

• 50% in MKTG 3334 and (50% in MKTG 2243 or 50% in MKTG 1219)

Provides field work experience in the sales force of a sponsoring firm. Full evaluation of the on-the-job performance is included along with a student report on the experience.
Prerequisite(s):

• 50% in MKTG 3334 and 50% in MKTG 3343

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

The course provides an overview of current issues facing the professional sales representative. Students will be able to anticipate and adapt to the latest trends and events that will impact their professional lives. Course content will focus on current research, issues, and dilemmas facing the professional sales representative.
Prerequisite(s):

• 50% in MKTG 3343

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

​The course is designed to provide an overview of what companies must initiate to build customer loyalty. Topics will include customer retention, customer centricity, customer satisfaction metrics, and customer loyalty programs. Emphasis will be placed on practical methods of implementing loyalty tactics for business-to-business selling roles.
Prerequisite(s):

• 50% in MKTG 1102

​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