Marketing Management-2011/2012
| Year 1 | ||
| Take all of the following Mandatory Courses: | ||
| MGMT-5005 | Global Marketing | 3.00 |
| MGMT-5056 | Research & Data Analysis | 4.00 |
| COMP-5055 | Business Web Design & Google Analytics | 4.00 |
| MGMT-5053 | Customer Relationship Management | 3.00 |
| MGMT-5046 | Sales Management | 3.00 |
| MGMT-5054 | Business & Consumer Events | 3.00 |
| MGMT-5057 | Search Engine Marketing & Google Adwords | 4.00 |
| MGMT-5050 | New Media Marketing | 3.00 |
| MGMT-5051 | Current Market Trends & Issues | 2.00 |
| Add'l Req | ||
| Take 1 of the following groups: | ||
Group 1 | ||
| MGMT-5002 | IMC-Integrated Mktg Communications 1 | 3.00 |
| MGMT-5016 | Consumer Behaviour | 3.00 |
Group 2 | ||
| MGMT-5038 | Community Consultancy 1 | 6.00 |
| Add'l Req | ||
| Take 1 of the following groups: | ||
Group 1 | ||
| MGMT-5022 | Not-For-Profit Marketing | 3.00 |
| MGMT-6033 | Entrepreneurship | 3.00 |
Group 2 | ||
| MGMT-5039 | Community Consultancy 2 | 6.00 |
| Check Residency | ||
| Students Must Complete a Minimum of 11 of the Program | ||
| Credits at Fanshawe to meet the Residency Requirement and | ||
| Graduate from this Program. | ||
COMP-5055 - Business Web Design & Google Analytics The modern marketer plays a key role in thedesign, construction, and maintenance of awebsite. The sheer number of Internet usersworldwide, now over one billion, does notguarantee the exposure of a website; that is themarketer's job. The knowledge base acquired fromthe completion of this curriculum is no longerspecific to IT or web design careers. In thiscourse, marketing students will learn to createand dissect the main component of an SEM (SearchEngine Marketing) campaign: the website. Thestudent will also study a variety of methods forand the basic science of SEO (Search EngineOptimization). Basic to advanced constructiontechniques and coding language will be taughtusing both Notepad and Macromedia Dreamweaveralongside a variety of other techniques thatdemonstrate to the student how to createaccessible and relevant page content. Skillsrelated to server communication, advanced filemanagement for web storage, planning and promotionof an online presence, and a variety of pagefunctionality and design techniques often usedwith marketing and e-commerce websites will alsobe taught in this course. The Google Analyticsplatform will be used to not only educate thestudent on the importance of analyzing websitetraffic, but also illustrate how such data can beused to support important marketing decisions. Tofurther enhance the student's skill set, basicInternet graphic optimization will also be taughtusing Macromedia Fireworks. The content in thiscourse is congruent with the content from theSEMPO Institute's SEM certification that studentscover in MGMT-5037. Five chapters of thiscertification will be completed in this course.Additionally, as an ongoing and culminatingproject in this course, students will design,create, publish, and manage a marketing website. to top of page MGMT-5002 - IMC-Integrated Mktg Communications 1 MKTG3001 provided the student with a high-level overview of integrated marketing communications. This course will review specific integrated marketing communication (IMC) tools/tactics (advertising, sales promotion, public relations, personal selling, sponsorships, event marketing and direct response communications) and focus on IMC as a process for planning, executing and monitoring the brand messages that create customer relationships; with the ultimate goal of achieving greater success in the marketplace. Analytical and decision-making skills are developed as students practice and evaluate IMC in a North American context. to top of page MGMT-5005 - Global Marketing Global Marketing is one of the most important and rapidly evolving fields in management. With rapid technological developments in communication and transportation, and the new regional and global economic bodies and trade partnerships, business organizations today are both faced with new challenges and at the same time presented with new global opportunities. This course will draw on previously acquired marketing skills and introduce new skills applicable to the global marketplace. to top of page MGMT-5016 - Consumer Behaviour This course focuses on two perspectives on consumer behaviour. The course helps students understand how consumers are influenced so that as marketers, they can develop marketing strategies to meet consumer needs. The course also acquaints students with what it means to be a consumer in a market-oriented society. MGMT5016 studies why people buy things and how products, services and consumption activities contribute to the broader social world. Ethical issues regarding marketing practices and consumption are addressed throughout the course. Students will complete projects using consumer behaviour theory and research to develop marketing tactics. to top of page MGMT-5022 - Not-For-Profit Marketing This course emphasizes the interrelationships between a not-for-profit organization's marketing policies and its overall mission, values, goals, capabilities, and environment. Topics include the attitudes and behaviours of clients, fundraising and resource development, recruiting and working with volunteers, and preparing a marketing plan for the not-for-profit sector. to top of page MGMT-5038 - Community Consultancy 1 This course will employ students in the pursuit of helping real businesses in our local community solve problems or realize opportunities. Community Consultants is a business consultancy operated by Fanshawe's School of Business and Management. The service gives students the opportunity to gain real-world employability skills and to build a portfolio add gives clients the opportunity to add value to their business while contributing to the community. At the discretion of the Chair of the School Business and Management, the Course (MGMT 5038) will be substituted for two current courses in each student's timetable.MGMT 5001 - Business to Business MarketingMGMT 5002 - IMC Integrated Marketing Communications 1The core concepts and Learning Outcomes of the two submitted courses will become part of the Learning Outcomes for the Community Consultancy (MGMT 5039). to top of page MGMT-5039 - Community Consultancy 2 This course will employ students in the pursuit of helping real businesses in our local community solve problems or realize opportunities. Community Consultants is a business consultancy operated by Fanshawe's School of Business and Management. The service gives students the opportunity to gain real-world employability skills and to build a portfolio add gives clients the opportunity to add value to their business while contributing to the community. At the discretion of the Chair of the School Business and Management, the Course (MGMT 5038) will be substituted for two current courses in each student's timetable.MGMT 5022 - Not For Profit MarketingMGMT 5045 - Product Channel ManagementThe core concepts and Learning Outcomes of the two submitted courses will become part of the Learning Outcomes for the Community Consultancy (MGMT 5039). to top of page MGMT-5046 - Sales Management This course will build upon and enhance student skills and knowledge learned in fundamental sales courses. The purpose of this course is to use a strategic and consultative sales model to develop and manage customer relationships effectively as they relate to Business to Business (B2B) environments. In addition, students will study current sales management issues such as territory and time management, sales compensation and incentive systems, prospecting and qualifying sales leads and sales training methods. Learning will be derived from in-class lectures, in-class activities, group presentations, role playing, learning objects and online assignments. Students will learn and use techniques specific to Business to Business sales management to deliver realistic sales presentations. Use of a laptop computer is paramount for a quality learning experience in the classroom setting. to top of page MGMT-5050 - New Media Marketing This course will explore the changes taking placein present day marketing such as audiencefragmentation, convergence, shifts towardsconsumer control, engagement, and an increasinglymobile and multi-tasking audience. Specific topicswill investigate the use of marketing via email,mobile applications, digital/satellite televisionand related technologies, the internet,advergaming, social media (Blogs, Youtube, SocialNetworking sites), as well as theprivacy/security/legal issues that relate to theseitems. to top of page MGMT-5051 - Current Market Trends & Issues This course deals with the current challenge ofcapturing, managing and using customer data tomaximize customer satisfaction, loyalty andprofitability. Database marketing techniques willbe used to manage relationships at all customertouch points. Marketing metrics such as customerlifetime value will be used to determineappropriate marketing tactics for various customersegments. Both Business-to-consumer andbusiness-to-business customer relationships willbe addressed. to top of page MGMT-5053 - Customer Relationship Management This course deals with the current challenge ofcapturing, managing and using customer data tomaximize customer satisfaction, loyalty andprofitability. Database marketing techniques willbe used to manage relationships at all customertouch points. Marketing metrics such as customerlifetime value will be used to determineappropriate marketing tactics for various customersegments. Both Business-to-consumer andbusiness-to-business customer relationships willbe addressed. to top of page MGMT-5054 - Business & Consumer Events This course introduces students to the principles,concepts and steps involved in evaluating eventand sponsorship opportunities as part of theintegrated marketing communications plan. Thefocus is on strategically planning events andsponsorship to be used as an experientialmarketing and lead generation tool. Students willbe introduced to project management skills neededto research, design, plan, market, coordinate andevaluate a professional event. The special needsof different types of events will be discussed. Insmall teams, students will develop a complete IMCplan for an event, including event planningdetails. to top of page MGMT-5056 - Research & Data Analysis The course leads students through the steps ofmarket research problem formulation, researchdesign, data collection, data analysis and thereporting of the research results. The coursedeals with primary research (the creation of newdata specific to the marketer's problem) andanalysis of primary and secondary data. Studentswill complete a primary market research projectand report for a community-based client. to top of page MGMT-5057 - Search Engine Marketing & Google Adwords "If you build it, they will come" does not applyto e-business. 70% of all online transactionsoriginate from a search query so being found onthe internet should be a top priority in anye-commerce strategy. In the US alone, over 10billion search engine queries are executed eachmonth. Any business whose target market is likelyto search should be visible on the search engineresults page (SERP) whether they are sellingonline or not. Search engine marketing (SEM) is aneffective way of being found and it's how Googlemakes its billions. In fact, Google reportedrevenue of $16.6 billion in 2007. Over 98% oftheir revenue is generated through paid placementadvertising. SEM involves selecting and organizingrelevant keywords, crafting pay per clickadvertising copy, designing effective landing webpages, creating and monitoring a bidding structurethat maximizes ad exposure within a given budget,monitoring performance against a variety ofmetrics, and adjusting copy, websites, and bidsaccordingly. SEM is one of the most cost effectiveways to advertise today. It's measurable,accountable and highly targeted. More and moreorganizations today are redistributing marketingdollars to include search engine advertising. Infact, worldwide search engine paid placementexpenditures reached $8.7 billion US in 2007 - up30% over 2006 figures.In this course, studentswill create and run a live SEM campaign for aclient in industry using advertising creditsprovided by Google. Other emerging media coursetopics include: blogging, video sharing websites,mobile marketing, local search marketing, socialnetworking sites, and search engine optimization. to top of page MGMT-6033 - Entrepreneurship Self-employment is a career alternative to wage employment. The central focus of this course is on entrepreneurship – its characteristics, opportunities and challenges. The preparation of a business plan is used as a learning tool to give students a broad understanding of its purpose, content, and value in ongoing business development. In-depth coverage shall be given to market potential determination, product development acquiring seed and growth capital, and organization of the new enterprise. Emphasis shall be given to decision-making skill development, and financial management strategies and templates used to measure or project the health of any business. to top of page |
![[We Do That!]](../../../../assets/Default/2_column_right_bottom.gif "[We Do That!]")