Marketing Management-2023/2024
| Level 1 | ||||
| Take all of the following Mandatory Courses: | ||||
| MKTG-6017 | Primary Marketing Research | 3 | ||
| The course introduces the students to primary market research (the creation of new data specific to the marketer's problem) and details its process. The students will be managing a marketing research project for a client where they will create the marketing research objectives and design, develop a data collection instrument, perform advanced analysis on the data using industry-leading software, and report the research results. | ||||
| 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-6066 | CRM A Management Approach | 3 | ||
| This marketing course is designed to provide a theoretical basis for developing a customer relationship management (CRM) strategy within an organization. Students will use case based theory and practice to radically rethink how to develop and implement customer-centric strategies that can be applied to any business. Students will also gain valuable insights into how to apply performance metrics, manage customers according to customer lifetime value, rethink organizational processes, and optimize acquisition/retention marketing programs. At the end of this course, students will be able to create a customer relationship marketing plan that aligns organizational priorities and maximizes the customer's strategic 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. | ||||
| COMM-6019 | Advanced Professional Communication | 3 | ||
| This course focuses on refining and advancing students workplace communication abilities. The advanced communication documents and strategies covered include presentation skills, research skills, business document writing, meeting and management team strategies, business etiquette, and advanced employment communications. Additionally, students learn about interpersonal and intercultural communication (high/low and monochromic/polychromic context) concepts and strategies. | ||||
| MKTG-5006 | Marketing Management | 3 | ||
| Marketing is more than just advertising and sales. Marketing is a multi-disciplinary process that facilitates exchanges of value between organizations and their clients and customers. Effective management of the marketing function provides unique challenges for all organizations. This course provides an overview of the decisions managers face as they develop and execute marketing plans. Recent trends impacting strategies and tactics will be addressed. Students will work in groups to design a marketing plan to address the objectives of an organization. | ||||
| Level 2 | ||||
| Take all of the following Mandatory Courses: | ||||
Group 1 | ||||
| MGMT-6067 | Business to Business Selling | 3 | ||
| In this course, student will learn strategic and consultative sales models to develop and manage customer relationships effectively as they relate to Business to Business (B2B) environments. Students will study current sales management issues, such as: territory and time management, sales compensation and incentive systems, prospecting and qualifying sales leads, sales training and effective sales presentation methods. Learning will be derived from in-class lectures, in-class activities, group presentations, role playing, learning objects and online activities and assignments. | ||||
| MGMT-6065 | Global Market Strategy | 4 | ||
| 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. | ||||
| 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. | ||||
Group 2 | ||||
| Take MGMT-6191 or MGMT-6117 | ||||
| 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. | ||||
| MGMT-6117 | Search Engine Marketing-Project | 4 | ||
| This course will cover fundamental and advanced concepts in Search Engine Marketing using the Google AdWords pay per click (ppc) advertising platform. All students will participate in the Google Ad Grants Online Marketing Challenge in partnership with their assigned NGO client. Each student team will be charged with creating, running and optimizing a live ppc campaign on behalf of their client for a month using the Google Grant of $10,000. Project deliverables include AdWords account set up, geo & language targeting, keyword research, ad copywriting, goal setting, keyword bidding, campaign optimization and ROI measurement. Students will also have the opportunity to write the Google AdWords certification exams as a part of this course. This course is available to students through an equitable application process. Please consult your Program Coordinator for more details. | ||||
| Add'l Req | ||||
| Students will be enrolled in one of the following groups: | ||||
Group 1 | ||||
| INNV-6001 | Innovation Applications | 4 | ||
| 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 involving an external live client identified in consultation with your professor, and you will interact directly with the client. The project may involve a multi-disciplinary approach. Throughout the course, novel and adaptive thinking skills and collaboration skills will be evaluated through self assessment and peer assessment. This course is designed to give students in graduate certificate programs the opportunity apply innovative thinking to a real-world problem presented by an external client. | ||||
| 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. | ||||
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. | ||||
Group 3 | ||||
| MGMT-5092 | Employer Rounds | 6 | ||
| Employer Rounds is a 6 credit hour capstone, experiential learning program offered in the graduating semester to those with a combination of a minimum 3.0 GPA and strong attendance. With a minimum number of seats available, each student selected will have the opportunity to assist three organizations, working alongside multiple faculty members. The Employer Rounds consist of: 4 weeks of teaching rounds, followed by 11 weeks of employer rounds, during the employer rounds student forego classes but are required to meet faculty weekly for what is referred to as table rounds as they progress client projects. The weekly Table Rounds ensure students and clients are supported to a successful completion while providing students with: academic enhancement, personal growth and civic engagement. At the discretion of the program coordinator, those students who meet the criteria of this course will be substituted for two current courses: Non-profit marketing and Consumer Behaviour. You are required to send the program coordinator a letter of interest. An interview may be arranged thereafter. | ||||
| Program Residency | ||||
| Students Must Complete a Minimum of 10 credits in this program at Fanshawe College to meet the Program Residency requirement and graduate from this program | ||||