Lifelong Learning for a Brighter World

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Marketing

There's marketing in everything.

Fast track to earn your diploma in 12 months!
*Not applicable for Digital Marketing concentration

Courses

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Core Courses

BUS 825 Business Foundations (3 Units)

Study business in a Canadian context, including finance, personnel, marketing, operations and general management.

Instructors: Jeffrey O’LearyJeff May

MKT 101 Marketing Plans & Implementation ^ (3 Units)

Learn to create and communicate marketing plans, including marketing audits, market analysis, strategy, tactics and implementation tools.

Instructors: Chris Rotolo

MKT 102 Consumer Behaviour ^ (3 Units)

Study why and how consumers make decisions, including consumer psychology and social responsibility.

Prerequisite: MKT 819 Introduction to Marketing

MKT 103 Integrated Marketing Communication (3 Units)

In a complex, technology fueled communications world, organizations today are searching for complete solutions to combine various communications disciplines (advertising, public relations, sales promotion, personal selling, experiential marketing, direct response marketing, digital (interactive communications) into an effective marketing communications strategy and plan. People’s media habits have changed so to deliver a message successfully to an audience it’s critical for organizations to co-ordinate all marketing communications in a unified program that maximizes the impact on the intended target audience.

This course will provide students with a general understanding of the fundamentals of integrated marketing concepts. Using an online format – a combination of lectures, online discussions and assignments – students will explore the theoretical and practical application of integrated marketing communications to the Canadian business environment. A key element of this approach will be weekly online discussions where students will respond to a topic and then interactively explore the answers of others throughout the duration of the course.

Instructors: Chris Rotolo

MKT 819 Introduction to Marketing (3 Units)

Learn basic marketing concepts, including product development, market segments, pricing strategies, brand equity, distribution channels and promotional activities.

Instructors: Paul LawtonAmanpreet ChhinaNerissa KnappRav Bhathal

Elective Courses

CCD 103 Design Thinking (3 Units)

This course will enable students to use design thinking methodology to assess problems and challenges, discover and use relevant data, develop design solutions, and construct prototypes for validation. Students will also learn how design thinking is a valuable tool in today’s global and mobile world with applicability in diverse fields and how it is a ‘go to’ tool for innovators and creators.

DMK 101 Fundamentals of Digital Marketing (3 Units)

Incorporating the foundational principles of marketing, with best practices, theories and experiential activities relevant to the digital space, this course gives professionals the essential tools and industry current tactics to be strong strategic digital marketers.

Prerequisite: 5 Marketing diploma core courses or 3 years of marketing or related experience, or a degree/educational background in marketing or communications.
Instructors: Gail Ordogh

MKT 104 Market Research (3 Units)

Marketing Research is an exciting and important business function and critical to the marketing strategy process. This course introduces students to the essentials of marketing research and how research supports better business decisions. You will be introduced to topics such as:

• Marketing Strategy

• Marketing Research

• Competitive Analysis

• Buyer Behaviour

• Target Markets

• Market Segmentation

• Survey Design

• Sampling

• Descriptive Statistics

• Validity, Reliability, and Bias

This course follows the marketing research process: planning, collection, data analysis and presentation relevant to marketing decisions.

The course is taught with a combination of lectures, case studies, assignments, and discussions. There will be a mid-term and final exam to test the understanding of materials. A marketing research proposal is an integral part of the course. As part of this project, you will work in a group to create and present a Marketing Research proposal for a company.

MKT 106 Branding & Image ^ (3 Units)

Explore the foundation, application and management of a strong brand, including key principles and brand equity, characteristics of a strong brand, brand building and positioning, and the role of ethics in branding.

Instructors: Bradley Munro

MKT 107 Business-to-Business Marketing (3 Units)

To be effective, marketing strategies need to take into account not only the customer, but also the customer’s customers. Learn the basic institutional details and principles of successful business-to-business marketing.

PUB 111 Building Social Media Relationships (3 Units)

Explore the theoretical aspects and practical applications of social media tools, including blogs, wikis and social media websites (i.e., Facebook and YouTube) to engage new audiences and build relationships.

Instructors: Gail Ordogh

PUB 113 Social Media Research & Techniques (3 Units)

Apply social media knowledge to public relations practice by conducting research, campaigns and engaging communities. Study current business cases to explore best practices.

Prerequisite: Building Social Media Relationships

Digital Marketing Concentration Courses

DMK 101 1 - Fundamentals of Digital Marketing* (3 Units)

Incorporating the foundational principles of marketing, with best practices, theories and experiential activities relevant to the digital space, this course gives professionals the essential tools and industry current tactics to be strong strategic digital marketers. The importance and relevance of strategic digital marketing, including social media and mobile practices, email marketing, analytics, search engine marketing, search engine optimization and content management will be examined through visual and online text communications. Application activities involving digital marketing tools, such as Google Analytics, platforms such as Facebook and Twitter, PPC samples, and a focus on optimizing all digital platforms will form the basis of this course.

DMK 102 2 - Digital Marketing Strategy (3 Units)

Strategic planning and the execution of digital marketing campaigns will be the focus of this course. Explore and examine the development of strategic analysis, e-commerce, CRM management, basic analytics practices and public relations online. Exercises are designed for students to analyze websites and campaigns in order to understand the connections between design, strategy, accessibility, operations, and maintenance in order to produce powerful digital marketing results.

DMK 103 3 - Search Engine Optimization, Search Engine Marketing, and Digital Advertising (3 Units)

Delve into specific digital tools, standards, and practices in conjunction with application activities and projects to build effective online campaigns involving search engine marketing. Specific topics will build upon the fundamentals of the Google algorithm, metrics and measurement, search engine optimization analysis, content creation and PPC advertising.

DMK 104 4 - Content Management: Creating and Utilizing Dynamic Digital Content (3 Units)

Learn advanced practices of content marketing. Expand and grow your skills in writing for the web with digital storytelling, video, and image marketing, as well as user experience and user interface design. Bridge new media with traditional marketing practices and develop awareness of emerging new media trends that will affect the role of the strategic digital marketer.

DMK 105 5 - Data Management: Digital Metrics and Measurement (3 Units)

The expansion of e-commerce, web analytics and business analysis drives the need to stay current and relevant specific to theories and principles of digital data management practices. Examine data management technologies, tools, processes and analysis for decision making. Explore theories and examples of predictive analytics and Big Data and the impact on business, business intelligence systems and strategies for employing data to digital marketing.