Courses
Business Administration - Marketing-2024/2025
| Level 1 | ||||
| Take all of the following Mandatory Courses: | ||||
| ACCT-1100 | Principles of Accounting 1 | 3 | ||
| This course introduces the student to the Principles of Accounting, and includes an exploration of the underlying concepts that guide the preparation of accounts for individuals and organizations. It is designed to teach the student, regardless of program destination, an essential life skill - an understanding of Net Worth, and its importance to business success and the financial well being of the individual. | ||||
| WRIT-1032 | Reason & Writing Business 1 | 3 | ||
| This course will introduce business students to essential principles of reading, writing, and reasoning at the postsecondary level. Students will identify, summarize, analyze, and evaluate multiple short readings and write persuasive response essays to develop their vocabulary, comprehension, grammar, and critical thinking. | ||||
| MKTG-1012 | Principles of Marketing 1 | 3 | ||
| This course is designed to provide an overview of the decisions that face Marketers in today's fast-paced and competitive business environment. Students will learn that marketing is not only advertising but a broad set of activities designed to satisfy consumer needs and wants. Students examine the information Marketers require for effective decision-making and learn the basic elements of the marketing planning process. | ||||
| MATH-1052 | Business Math | 3 | ||
| This course provides a review of basic arithmetic and algebra as well as providing students with mathematical tools and concepts needed for other college courses and in future employment. This course is to prepare students for later courses in Marketing, Business, Financial Planning, Accounting, Purchasing and Insurance. | ||||
| BUSI-1060 | Strategies for Success | 1 | ||
| This course presents and helps to develop some of the skills required to achieve academic and career success. Areas of focus include college resources, study skills, time management, academic integrity, emotional self-awareness and social skills development. Additionally, emphasis is placed on career readiness and preparation. | ||||
| BUSI-1005 | Introduction to Business Processes | 3 | ||
| This course explores the various functional areas of business in Canada and demonstrates the interrelationship among these areas. Students are introduced to many concepts, including major business trends, the role of government in business, marketing, operations, employee-management issues, financial resources management, business ethics and social responsibility. | ||||
| Level 2 | ||||
| Gen Ed - Take a 3 credit General Education elective course. | ||||
| Take all of the following Mandatory Courses: | ||||
| MKTG-1028 | Secondary Market Research | 3 | ||
| This course provides an introduction to marketing research. It focuses on the collection, analysis and reporting of secondary data (data that has already been published) for planning, evaluating and improving marketing programs. Secondary data is used to answer questions about the size and segmentation of markets, competitor strategies, media effectiveness and changing customer needs. Students will be introduced to paper-based, database and Internet sources of marketing data and information and will complete a research project. | ||||
| MKTG-1054 | Principles of Advertising & Branding | 3 | ||
| This course examines the role of advertising media and promotions in Marketing and explores the concept of integrated marketing communications. Students are provided with an overview of advertising and branding and its role in modern marketing. Students will explore various ways of delivering messages to a target audience. | ||||
| MKTG-1094 | Marketing Presentations | 3 | ||
| Winning marketers survive on effective presentation techniques. A brilliant idea, an incredible story, even a guaranteed cure for male baldness, can all be lost in obscurity without a skilled delivery of a well-crafted message. This course, by providing the proper building blocks for a marketing presentation, will enable you, the student, to successfully craft and deliver this message in a variety of business situations. Never was there a more perfect training platform to foster your success in front of a large audience or even in a job interview. To develop these skills, each student will prepare and deliver multiple marketing presentations in front of their peers. A thorough exploration of proven practices will take place to aid in the creation of your presentation content. A myriad of basic visual and design techniques will also be introduced to demonstrate the importance of these concepts to marketing presentations in a variety of real world settings. Lastly, the use of multimedia tools and presentation software will be analyzed for its ability to integrate visual and textual information into presentations. | ||||
| COMP-3077 | Excel for Business Adv | 3 | ||
| Modern spreadsheet programs perform far beyond simple number crunching. The functionality of Microsoft Excel continues to move the application into new venues such as visual interactive data presentations or sales proposals. Given the now commonplace nature of the program, it is crucial that all business minded professionals have a comprehensive knowledge of MS Excel. Upon successful completion of this curriculum, students will be trained in MS Excel for MOS (Microsoft Office Specialist) expert level Excel certification. MOS testing is available at certified testing centers across Canada. | ||||
| ECON-1002 | Economics 1 | 3 | ||
| Economics I is an introductory microeconomics course which covers a broad curriculum of microeconomic principles. Students will study the foundations of economic choice, market pricing, consumer behaviour, business decision making, market structure and policy development in a small open economy like Canada. | ||||
| Level 3 | ||||
| Take all of the following Mandatory Courses: | ||||
Group 1 | ||||
| COMM-3020 | Professional Communication | 3 | ||
| This course develops students' literacy and professional communication skills. Students focus on current business issues and convey relevant meaning in oral and written format. The main themes of the course include writing reports and other relevant business documents (e.g. letters, short reports); communicating in groups and meetings; awareness of intercultural communication and diverse audiences; the job search (including resumes and cover letters); business; business rhetoric in speaking and writing; summarizing and evaluating current business-related readings; delivering presentations; researching and documenting reports using APA format; and self-editing skills. | ||||
| MKTG-3033 | Advertising: Emerging & Traditional | 4 | ||
| This course is designed to further develop student understanding of the advertising industry and the role that advertising plays in achieving marketing and business objectives by introducing students to a variety of media alternatives available to advertisers. The course incorporates the process of media planning and the development of media campaigns to meet organizational objectives through consideration of media objectives, media strategies, and media execution. The course will focus on the major media options available to todays marketer, including television, radio, print, Internet, social media, mobile, and outdoor. Emphasis will be placed on evaluating the use and effectiveness of various media alternatives, the strategic considerations for choosing and using the alternatives, and the benefits and drawbacks for each. | ||||
| MKTG-3007 | Selling Fundamentals | 4 | ||
| A course to demonstrate skills of selling such as: awareness of buyer behaviour, ability to organize an effective sales presentation, ability to present an effective sales presentation and comprehension of skills and attitudes essential to the successful salesperson. | ||||
| MKTG-1055 | Marketing Metrics | 3 | ||
| Organizations are becoming increasingly concerned with the return on their investment in marketing initiatives. This course will cover the different metrics used to gauge the success of different marketing activities. Students will learn to calculate and interpret statistics, think critically, and choose the best way to measure marketing success. | ||||
| COMP-1413 | Adobe Suite for Business | 3 | ||
| The requirement for new business graduates to possess robust skills in three categories of graphic application is becoming an industry standard. Employers hiring for a variety of marketing positions are often looking for prospects that can do all of the following: use Adobe Photoshop for digital image editing, use Adobe Illustrator for digital illustration, and use Adobe InDesign for digital desktop publishing. This course provides students with real-world instruction and application of practical and common skills associated with the Big 3 Adobe design applications: Photoshop, Illustrator, and InDesign. Common internet platforms such as e-newsletters, blogs and wikis are also used in this course to demonstrate their purpose and function in the business world in the areas of digital publishing and web communication. Overall, using the three aforementioned Adobe applications and the World Wide Web, students will be introduced to a variety of professional design concepts and principles in a format that everyday business and marketing professionals can understand. | ||||
Group 2 | ||||
| Students will be enrolled in one of the following courses: MGMT-1209 or INNV-1001 or ECON-1005 | ||||
| MGMT-1209 | Corporate Social Responsibility & Ethics | 3 | ||
| This course reviews the concepts and principles of several traditional ethics frameworks and applies these principles to the practices of business. Students are asked to examine their own ethical principles and consider how these principles translate to business. Ethical guidelines are utilized to review and analyze business dilemmas. Emphasis is placed on the application of these guidelines with a primary focus on challenging students to investigate and resolve problems and ethical dilemmas that they may face in their business or professional lives. Students are encouraged to use different strategies to make decisions and solve problems related to ethical dilemmas. | ||||
| INNV-1001 | Innovation Applications | 3 | ||
| Organizations and individuals need to be innovative to succeed in the complex and rapidly-changing global marketplace. In this course you will learn the fundamentals of innovation and how innovation applies to your discipline or field.Using this foundational knowledge, you will apply the novel and adaptive thinking processes and tools presented in the course to complete an innovative learning project in collaboration with other students.The project will be based on a real-world scenario with a defined scope as chosen by your professor. The project may involve external live clients and a multi-disciplinary approach.Throughout the course, novel and adaptive thinking skills as well as collaboration skills will be evaluated through self assessment.This course is designed to give students in certificate and diploma programs a foundation in innovative thinking. | ||||
| ECON-1005 | Economics 2 | 3 | ||
| This is an introductory macroeconomics course. Students will study measures of macroeconomic activity, growth in the economy and the government's role in stabilizing the economy. | ||||
| Level 4 | ||||
| Gen Ed - Take a 3 credit General Education elective course. | ||||
| Take all of the following Mandatory Courses: | ||||
| MKTG-1095 | Digital Marketing | 3 | ||
| The Digital Marketing course will give students an introductory exposure to current social media and digital marketing trends. | ||||
| MKTG-3042 | Strategic Marketing & Marketing Plan | 4 | ||
| This fourth-semester course is designed to allow students to demonstrate their understanding of marketing theory and tactics learned in previous courses in the program and apply their knowledge in a simulated business environment. They will apply their knowledge by managing all aspects of a simulated business. Working in teams, students are required to analyze economic, competitive, consumer and financial data to create a viable marketing plan, and in turn, manage a company in an online simulation to meet customer needs and maximize profits in competition with other teams in the class. Students will also work to develop a full Live-Client Marketing Plan as part of their Signature Learning Experience. | ||||
| MATH-1080 | Statistics for Marketing | 3 | ||
| This course is designed to provide students with an understanding of the statistical and data analysis techniques used in the marketing research process. It will also prepare students for the use of the computerized data analysis program (SPSS). Topics include: presentation and description of data, summary measures, probability, normal probability distributions, sampling and sampling distributions, confidence intervals, hypothesis testing and regression analysis. | ||||
| MGMT-3041 | Organizational Behaviour | 3 | ||
| Organizational behaviour (OB) theories and concepts are applicable to various work settings-private, public, for-profit, and not-for-profit. This course investigates how individuals, groups, and structures influence and are, in turn, influenced by behaviours in organizations. Discussion will focus on topics that include: history of OB; evolution of organizational structure, design and culture; work place productivity, employee skills and technology demands; conflict resolution; interpersonal skills; legislation related to workplace discrimination and harassment; leadership; and management of change, power, and organizational politics. | ||||
| MKTG-1056 | Sports, Entertainment & Event Marketing | 2 | ||
| This course exposes students to the growing field of sports and entertainment marketing with a focus on the theory and practice. This course explores the planning and marketing of sports, entertainment and events. Students learn about the planning, promotion and evaluation of special events within these specific industries. While focusing on the practical application of theory, students will study topics such as sport/event branding, athletes and/or performers, sports/entertainment organizations and special events and sponsorship. | ||||
| MGMT-3058 | Retail Management & e-Commerce | 3 | ||
| Almost 60% of the Canadian economy involves consumer spending. That makes retail management an integral part of the Canadian economy. This course focuses on decision making tools for developing retail strategy, planning merchandise, and building customer loyalty. With an ever increasing number of retailers devoting resources to attracting customers online we will spend time exploring e-commerce. | ||||
| Level 5 | ||||
| Take all of the following Mandatory Courses: | ||||
| MGMT-5056 | Research & Data Analysis | 4 | ||
| The course leads students through the steps of market research problem formulation, research design, data collection, data analysis and the reporting of the research results. The course deals with primary research (the creation of new data specific to the marketer's problem) and the analysis of primary and secondary data. Students will complete a primary market research project report and presentation. | ||||
| COMP-5062 | Web Design for Optimization | 4 | ||
| In an environment that continues to evolve at an almost exponential rate, the modern marketer plays a key role in the design, construction, and maintenance of a web presence. As a primary hub between social media, email marketing, and mobile based applications, a website is still a key marketing tool. In this course, students will learn to create and dissect the main component of an SEM (Search Engine Marketing) campaign: the website. The student will also study a variety of methods for, and the basic science of SEO (Search Engine Optimization) along with a brief overview of tips and techniques for effective SMO (Social Media Optimization). Basic to advanced construction techniques and coding language will be taught using a text-based application and the WordPress.org platform, along with a variety of other techniques that demonstrate to the student how to create accessible and relevant page content. Skills related to server communication, advanced file management for web storage, planning and promotion of an online presence, and a variety of page functionality and design techniques often used with marketing and e-commerce websites will also be acquirable in this course. Basic graphic optimization skills will be taught for the purpose of enhancing page design using Adobe Photoshop. Various proven and recent optimization techniques will be demonstrated in relation to the WordPress platform with a focus on Google Analytics as a primary means to track user behavior on a web site. | ||||
| MGMT-5053 | Customer Relationship Management | 3 | ||
| This marketing course is designed to introduce students to the fundamentals of customer relationship management (CRM) strategy. In this course, students will use case based theory and practice to identify the most valuable customers in any organization and maximize their strategic value. Students will explore analytical and operational customer-centric strategies to gauge, guide, and manage marketing programs. At the end of this course, students will be able to evaluate and create a customer-centric plan that aligns organizational priorities and maximizes customer value. | ||||
| MGMT-5074 | Google Analytics | 3 | ||
| Website analytics help organizations understand where their internet traffic is coming from and how engaged that traffic is with their sites content. This information should guide decisions related to paid search program management, search engine optimization, and content redesign. While there are many web analytics programs available, Google Analytics (GA) is a free tool available to anyone with a website. Consequently, it is the most widely used website statistics service in use today. In this course, students will learn how core website traffic statistics are calculated such as time on site, avg. pageviews, number of visits, bounce rate, etc. Students will also learn to interpret trends and make recommendations. Students will become familiar with the GA interface and its reporting capabilities. | ||||
| MGMT-5002 | IMC-Integrated Mktg Communications 1 | 3 | ||
| This course will focus on integrated marketing communications (IMC) as the process for planning, executing and monitoring brand messages in a campaign. As part of campaign planning, students will learn about best practices for use of IMC tools/tactics such as: advertising, sales promotion, public relations, personal selling, Internet-based and direct response communications. Analytical and decision-making skills are developed as students practice and evaluate IMC plans in a North American context. The course-culminating activity will be the creation and presentation of a full IMC plan. | ||||
| MGMT-5046 | Sales Management | 3 | ||
| 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 activities and 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. | ||||
| Level 6 | ||||
| Take all of the following Mandatory Courses: | ||||
| MGMT-5050 | New Media Marketing | 3 | ||
| This course will explore the changes taking place in present day marketing such as audience fragmentation, convergence, shifts towards consumer control, engagement, and an increasingly mobile and multi-tasking audience. Specific topics will investigate the use of marketing via email, mobile applications, digital/satellite television and related technologies, the internet, advergaming, social media (Blogs, YouTube, Social Networking sites), as well as the privacy/security/legal issues that relate to these items. | ||||
| MKTG-6029 | Products & Services for a Global Market | 3 | ||
| Global Marketing is one of the most important and rapidly evolving fields in management. With rapid technological developments in communication and transportation, new regional and global economic bodies and trade partnerships, business organizations today are faced with both new challenges and presented with new global opportunities. This course will draw on previously acquired marketing skills and introduce new skills applicable to the global marketplace. | ||||
| MGMT-6068 | Project Management | 3 | ||
| This course introduces the essentials of the project management discipline, and prepares students to manage project teams, project schedules, budgets and quality requirements. Students learn the process of analyzing, creating and managing a functional project plan and the various project management processes for managing and controlling a project through to fruition. This course brings all of the Project Management Institute (PMI) knowledge areas of project management together into a consolidated whole, and gives the student an understanding of project management methodologies as well as the tools and techniques used to plan, execute and control various types of projects. | ||||
| Level 6 - Add'l Req | ||||
| Students will be enrolled in one of the following groups: | ||||
Group 1 | ||||
| INNV-5001 | Innovation Applications | 3 | ||
| Organizations and individuals need to be innovative to succeed in the complex and rapidly-changing global market place. In this course you will learn the fundamentals of innovation and how innovation applies to your discipline or field.Using this foundational knowledge, you will select and apply the novel and adaptive thinking processes and tools presented in the course to complete an innovative learning project in collaboration with other students. The project will be based on a real-world scenario identified in consultation with your professor. The project may involve an external live client and a multi-disciplinary approach. Throughout the course, novel and adaptive thinking skills and collaboration skills will be evaluated [and developed for GC and degree] through self assessment and peer assessment. This course is designed to give students in advanced diploma programs the opportunity apply innovative thinking to a real-world problem that they select. | ||||
| MKTG-6018 | Customer Behaviour | 3 | ||
| Understanding consumer behavior is the basis for marketing activities. This course explores consumer behavior from the following four perspectives: consumer value framework, consumers mental process, external influences on consumer behaviors, and consumers decision-making process. Based on the knowledge of consumer behavior, the students can develop marketing strategies as marketers. Ethical issues regarding marketing practices and consumption are addressed throughout the course. Students will complete projects using consumer behavior theory and research to develop marketing tactics. | ||||
| MGMT-6191 | SEM & Google Ads | 4 | ||
| This course will cover fundamental concepts in Search Engine Marketing using the Google Ads pay per click (ppc) advertising platform. Students will learn account set up, geo & language targeting, keyword research, ad copywriting, goal setting, keyword bidding, campaign optimization and ROI measurement. Students will be prepared to write the Google Ads Search and Measurement Certification exams at the completion of the course. | ||||
Group 2 | ||||
| MKTG-6015 | Non-Profit & Event Marketing | 4 | ||
| This course will explore the interrelationships between a non- profit organization's marketing strategies and its overall mission, values, goals, capabilities, and environment. Students will also develop an understanding on how the use of experiential marketing and events can enhance customer relationships and generate new customer leads. Topics include the attitudes and behaviours of clients, influencing target audience behaviours, fundraising and resource development, recruiting and working with volunteers, corporate and non-profit sector partnerships, business to consumer and business to business events. Students will gain practical marketing experience through the completion of an event and marketing plan for a client in the community. | ||||
| MKTG-6018 | Customer Behaviour | 3 | ||
| Understanding consumer behavior is the basis for marketing activities. This course explores consumer behavior from the following four perspectives: consumer value framework, consumers mental process, external influences on consumer behaviors, and consumers decision-making process. Based on the knowledge of consumer behavior, the students can develop marketing strategies as marketers. Ethical issues regarding marketing practices and consumption are addressed throughout the course. Students will complete projects using consumer behavior theory and research to develop marketing tactics. | ||||
| MGMT-6191 | SEM & Google Ads | 4 | ||
| This course will cover fundamental concepts in Search Engine Marketing using the Google Ads pay per click (ppc) advertising platform. Students will learn account set up, geo & language targeting, keyword research, ad copywriting, goal setting, keyword bidding, campaign optimization and ROI measurement. Students will be prepared to write the Google Ads Search and Measurement Certification exams at the completion of the course. | ||||
Group 3 | ||||
| MKTG-6044 | Village Creative Marketing Agency | 11 | ||
| MKTG-6044, Village Creative Marketing Agency is an experiential learning course offered to those with a minimum 3.0 GPA and strong attendance in the graduating semester. The course offers an array of services to businesses, including Social Media Plans, SEO Audits, Website builds, eCommerce sites, SEM Campaigns, and comprehensive Brand Development. Using real budgets, you will also get hands-on experience crafting and executing live advertising campaigns on major platforms like Google, Meta, and TikTok. Guided by experienced professors and situated in the state-of-the-art Innovation Village space, you will learn by doing and gain practical skills and industry recognition. Accepted students will be exempt from INNV-6001 (Innovation Applications), MKTG-6018 (Customer Behaviour), MGMT-6191 (Search Engine Marketing & Google Ads), and MKTG-6015 (Non-Profit and Event Marketing). Student will earn 11 credits while achieving equivalent learning outcomes with added benefits. | ||||
| Gen Ed - Electives | ||||
| Take 6 General Education Credits - Normally taken in Levels 2 and 4 | ||||
| Program Residency | ||||
| Students Must Complete a Minimum of 29 credits in this program at Fanshawe College to meet the Program Residency requirement and graduate from this program | ||||