• 39 hour course, no prerequisites
In this course, you will explore the man­age­ment of mar­ket­ing, with empha­sis on mar­ket­ing research, analy­sis, plan­ning and con­trol. Case stud­ies will pro­vide an oppor­tu­ni­ty to apply mar­ket­ing prin­ci­ples in an exam­i­na­tion of Cana­di­an busi­ness problems.
What you will learn

Marketing is more than advertising. Vital marketing phases include finding a need, helping to design a market-oriented product, and developing and executing a promotions program.

This course will introduce students to the theory and application of marketing fundamentals, including customer value, consumer behaviour, market research, market segmentation, marketing strategy, and the much-referred-to four Ps (product, price, promotion, and place). It will address:

  • The marketing concept method
  • Strategic marketing process
  • Strategic and tactical decisions
  • Developing customer relationships and value
  • Buyer behaviour
  • Environmental scanning
  • Organizational markets
  • Market research
  • Market segmentation, measurement & targeting
  • New product development
  • Product and brand management
  • Marketing communication
This course has no prerequisites

Students from all educational backgrounds welcome. You can register for this course without applying and enrolling in a program.

Currently counts towards

* If you are already enroled in this program, please refer to your specific program requirements as outlined at the time of your admission: Bear Tracks > Academic Advisement.

You can register for and take a course without applying and enrolling into the program.

We recommend that you apply to the program as soon as possible to lock in your course requirements as they are subject to change.


Looking for different course dates?

New course schedules are released each June and October.

Course Not Offered This Term

This course is not currently scheduled, but may be offered in an upcoming term. New course schedules are announced each June and October.

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Interested in future offerings of this course? We can let you know when this course becomes available.