Marketing Concentration (B.Com.) (15 credits)
Offered by: Management (Desautels Faculty of Management)
Degree: Bachelor of Commerce
Program credit weight: 15
Program Description
The Marketing concentration prepares the student for a wide variety of career opportunities. Marketing graduates historically have found employment in the fields of product management, advertising, sales management, marketing management, pricing, marketing research, distribution, and retailing. The Marketing concentration provides a balance between courses focusing on fundamental, theoretical, and "need to know'' material, and courses with a strong practical and applied orientation.
Note: For information about Fall 2025 and Winter 2026 course offerings, please check back on May 8, 2025. Until then, the "Terms offered" field will appear blank for most courses while the class schedule is being finalized.
Required Courses (9 credits)
| Course | Title | Credits |
|---|---|---|
| MRKT 354 | Marketing Strategy. | 3 |
Marketing Strategy. Terms offered: this course is not currently offered. Designing marketing strategies that satisfy customer needs while accounting for competitive dynamics. The course combines readings with competitive simulation and in-class exercises to demonstrate the results of different marketing strategies. | ||
| MRKT 451 | Marketing Research. | 3 |
Marketing Research. Terms offered: this course is not currently offered. Theoretical techniques and procedures common in marketing research. Topics include: research design, sampling, questionnaire design, coding, tabulating, data analysis (including statistical techniques). Specialized topics may encompass advertising, motivation and product research; forecasting and location theory. | ||
| MRKT 452 | Consumer Behaviour. | 3 |
Consumer Behaviour. Terms offered: this course is not currently offered. A study of basic factors influencing consumer behaviour. Attention is focused on psychological, sociological and economic variables including motivation, learning, attitude, personality, small groups, social class, demographic factors and culture, to analyze their effects on purchasing behaviour. | ||
Complementary Course (6 credits)
6 credits selected from:
| Course | Title | Credits |
|---|---|---|
| MRKT 351 | Marketing and Society. | 3 |
Marketing and Society. Terms offered: this course is not currently offered. The social issues and concerns affecting marketing management are examined and the two way relationship between marketing and social change is explored. Particular attention is paid to consumerism, government regulation in marketing, corporate social responsibility, social marketing and marketing role in a conserve society. | ||
| MRKT 355 | Services Marketing. | 3 |
Services Marketing. Terms offered: this course is not currently offered. Services are fleeting and involve direct contact between the supplier and the buyer. Inventories disappear every time an aircraft takes off or the night passes for an hotel. Yet services have become the largest sector in modern Western economy and their importance shows every sign of continuing to grow. This course focuses on the key differences between product and services marketing and the skills that are necessary for the services sector. | ||
| MRKT 357 | Marketing Planning 1. | 3 |
Marketing Planning 1. Terms offered: this course is not currently offered. Structured approach to developing a marketing plan, proceeding from corporate mission and objectives through to detailed marketing mix programs. | ||
| MRKT 365 | New Products. | 3 |
New Products. Terms offered: this course is not currently offered. New products will follow the new product introduction process from idea generation to post introduction. It will use ideas developed in marketing, production and policy. It will use cases and projects and will involve a real life new product project. In the average firm today, 40% of sales come from products not being sold five years ago. The ability of the firm to innovate is at the heart of long term success. | ||
| MRKT 434 | Topics in Marketing 1. | 3 |
Topics in Marketing 1. Terms offered: this course is not currently offered. Current topics in marketing. | ||
| MRKT 438 | Brand Management. | 3 |
Brand Management. Terms offered: this course is not currently offered. Looks at the decisions a brand manager in a major consumer goods company takes. It examines, in particular, the breakdown of advertising and sales promotion expenditures. It looks at the short term nature of the decisions taken. It will concentrate on the vast amount of new information available to brand managers today, especially in the form of scanner data. | ||
| MRKT 440 | Marketing Analytics. | 3 |
Marketing Analytics. Terms offered: this course is not currently offered. Analytic techniques available to marketing managers including practice with actual data sets to use the techniques. Topics covered will include customer and product analytic models, digital marketing, and marketing resource allocation. | ||
| MRKT 453 | Advertising and Media. | 3 |
Advertising and Media. Terms offered: this course is not currently offered. Elements of an integrated marketing communications plan that engages consumers across different touch points, and achieves the communication objectives of the brand. | ||
| MRKT 455 | Sales Management. | 3 |
Sales Management. Terms offered: this course is not currently offered. Responsibilities of the sales manager as they relate to the sales force. These include the selection of process, training alternatives, compensation and incentive plans, supervision and evaluation and budgeting and forecasting. Case studies and discussions of sales force models are used. | ||
| MRKT 459 | Retail Management. | 3 |
Retail Management. Terms offered: this course is not currently offered. Principles and methods of marketing management as applied to retailing, including strategy and tactics: market structure; consumer behaviour; competition; financial management; human resources planning; promotion; presentation; merchandising; operations; pricing; planning and attaining retail profits. Lectures, text material, outside reading, planned retail visiting, cases. | ||
| MRKT 483 | International Marketing Management. | 3 |
International Marketing Management. Terms offered: this course is not currently offered. Marketing management considerations of a company seeking to extend beyond its domestic market. Required changes in product, pricing, channel, and communications policies. Attention to international trade and export marketing in the Canadian context. | ||