Department of Marketing Courses
NotesThe Department strongly recommends that students take MARK 302 and MARK 305 before enrolling in Marketing courses at the 400 level.
Prerequisite/Corequisite:
Description:
This course familiarizes students with the key principles and concepts of marketing. Topics covered include marketing strategy, branding, positioning, market segmentation, buyer behaviour, product development, pricing strategies, channels of distribution, and integrated marketing communications. The course also explores the important role that marketing plays in advancing society, as well as the impacts of digital technologies and global factors on marketing practices.Component(s):
"Lecture"Notes:
- This course is available to non-Business program students only.
Non-Business students planning to take 300- and 400-level Marketing courses must complete this course as a prerequisite, unless otherwise specified.
Non-Business students wishing to register in the Marketing Elective Group for Non-Business Students must complete this course as a prerequisite.
- Students who have received credit for COMM 223 may not take this course for credit.
Prerequisite/Corequisite:
The following course must be completed previously: COMM 223 or MARK 201.Description:
Students develop fundamental skills to effectively address marketing challenges, with an emphasis on learning key marketing metrics, gaining exposure to data-driven analysis, and mastering a systematic decision-making methodology. The course promotes discussion-based learning through activities such as case studies and workshops. Students attain the competencies beneficial to pursuing advanced marketing courses and gain essential knowledge for success in the marketing field.Component(s):
"Lecture"Prerequisite/Corequisite:
The following course must be completed previously: COMM 223 or MARK 201.
Description:
Students learn to identify research questions relevant for business and to select appropriate research methods to answer them. Students also develop the skills required to ethically gather and interpret data, using statistical techniques when appropriate. Through various pedagogical approaches, students understand the limitations of research methods and develop the skills to communicate research findings to diverse stakeholders. The course benefits students whose future careers require a thorough understanding of marketing research to make data-informed decisions, whether from the perspective of a marketing professional or that of an entrepreneur.Component(s):
"Lecture"Prerequisite/Corequisite:
The following course must be completed previously: COMM 223 or MARK 201.Description:
Students explore the motivations behind consumer decisions and develop an understanding of how these decisions can influence both business and society. Through business-relevant learning activities, students also develop analytic skills to effectively address consumer needs and make data-driven decisions. This course emphasizes the application of consumer behaviour theories and concepts to tackle real-world challenges and is particularly relevant for students whose future careers require insights into human behaviour and consumer research.Component(s):
"Lecture"Notes:
- Although not required, it is strongly recommended that MARK 302 be taken prior to or concurrently with this course.
Prerequisite/Corequisite:
The following course must be completed previously: COMM 223 or MARK 201.Description:
The overall objective of the course is to familiarize students with the keys to success in each facet of sports marketing. It covers all aspects of the marketing management process in the particular context of sports marketing and allocates attention to the two major aspects: marketing through sports and marketing of sports. It deals with the marketing processes and guiding principles involved in understanding, creating, communicating and delivering value for the different types of customers in the sports industry (i.e. fans, participants, corporate sponsors, broadcasting networks, and society at large). Lectures, readings, cases, guest speakers and a major team research project/presentation are used to achieve the learning outcomes.Component(s):
"Lecture"Notes:
Prerequisite/Corequisite:
The following course must be completed previously: COMM 223 or MARK 201.
Description:
Students explore the Human-Centered Experiences Service Design (HESD) framework and its applications across corporate, entrepreneurial, and community-focused contexts. Through immersive learning activities, such as collaborative workshops, theatre-based exercises, and discussions, students develop their creative and critical thinking skills. They also gain a deep understanding of the challenges associated with designing, implementing, and monitoring service components. The knowledge and skills gained from this course prepare students to effectively integrate service marketing concepts into various organizational settings, ensuring that their services are adaptable to evolving technological, ethical, economic, and socio-cultural landscapes.
Component(s):
"Lecture"Prerequisite/Corequisite:
The following course must be completed previously: COMM 223 or MARK 201.Description:
In this course, students explore frameworks, tools, and acquire analytical skills needed to develop and implement digital marketing strategies in various types of organizations. Key areas covered include social media marketing, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, content management and web analytics. Students are exposed to best practices and hands-on experiential activities such as case studies and designing a digital marketing strategy. By completing this course, students learn to prioritize ethical communication and data privacy concerns while contributing to their organization’s digital marketing efforts.Component(s):
"Lecture"Prerequisite/Corequisite:
The following course must be completed previously: COMM 223 or MARK 201.
Description:
In this course, students learn about the process of planning, developing, and executing effective integrated marketing communications (IMC) campaigns. The course builds on consumer behaviour principles to examine the role of diagnosis and the elements of IMC, creative, and media strategies. The roles of various communication media and tools are considered, and the roles of evaluation and key legal, ethical, and social implications of IMC are addressed. This course includes lectures and learning activities aimed at developing the strategic and critical thinking required for proficient IMC planning. By completing this course, students are able to contribute to the development of effective IMC campaigns in their respective organizations while being mindful of their implications.Component(s):
"Lecture"Prerequisite/Corequisite:
The following course must be completed previously: COMM 223 or MARK 201.
Description:
This course explores the ethics of sales negotiation, relationship-building strategies, and management of the sales function in all types of organizations. Students navigate the sales process — from prospecting to closing — while learning negotiation frameworks and the effective use of methods, tactics and data. Through a mix of instructional methods, students gain practical insights and strategies to excel in sales and collaborative communication. By completing this course, students gain the skills to advance in client-facing roles and ethically navigate complex professional interactions with credibility and proficiency.Component(s):
"Lecture"Prerequisite/Corequisite:
The following course must be completed previously:COMM 223 orMARK 201.Description:
This course explores concepts and strategies to build and manage brand equity effectively. It covers topics such as brand positioning and communications, the measurement and growth of brand equity over time, and brand social responsibility. The course integrates lectures and case studies that require the application of quantitative methods in the assessment of brand equity and brand performance. It builds on marketing research and consumer behaviour principles, linking them to brand management. This course situates brand management in a variety of organizational contexts and evolving environments.Component(s):
"Lecture"Prerequisite/Corequisite:
The following course must be completed previously: COMM 223 or MARK 201.
Description:
This course explores how organizations design and manage seamless customer and stakeholder experiences across physical and digital channels. Students examine integrated marketing strategies that span retail, mobile, web, and social platforms, and consider how these strategies influence brand identity, loyalty, and performance. Students analyze real-world cases, navigate stakeholder dynamics, and develop data-informed solutions to challenges such as channel conflict and system redesign. By the end of the course, students are prepared to integrate strategies across various marketing channels, while prioritizing sustainable business models.Component(s):
"Lecture"Notes:
Prerequisite/Corequisite:
The following course must be completed previously: COMM 223 or COMM 224 or MARK 201.Description:
This course introduces students to the structure of the food industry which encompasses various entities including farmers and producers, commodity brokers, importers, distributors, packaged goods manufacturers, transformers, retailers, and restaurants, the operating realities of its key players, and the issues and challenges facing them. Pressing societal issues such as obesity and the need for responsible stewardship over food resources are addressed. The course exposes students to potential solutions as well as new theories and concepts that broaden their marketing knowledge and provide them with the tools to develop solutions to current food marketing challenges. A combination of formal lectures, live case studies, group work, student presentations, in-class exercises, and guest speakers are used.Component(s):
"Lecture"Notes:
Prerequisite/Corequisite:
The following courses must be completed previously:MARK 452; MARK 453.
Description:
This practicum course builds on and supplements the concepts that were covered in MARK 453. It focuses on the application and integration of all the tools of marketing communications such as advertising, sales promotion, public relations and publicity, personal selling, direct marketing, and Internet marketing. The course also takes into account all contact points and stakeholder groups, including consumers, employees and suppliers, governments, distribution channel members, local communities, opinion leaders and the media. An integral component of the course is the development of a complete integrated marketing communications plan for presentation to a “real life” client using concepts that are discussed in class.Component(s):
"Lecture"Prerequisite/Corequisite:
The following course must be completed previously: COMM 223 or MARK 201.Description:
This course introduces students to a strategic perspective on retail management. Taking into account the Canadian context and the evolving nature of retailing, this course discusses topics such as markets, location and channel selection. It examines merchandise management, pricing, communication, retail design and layout, and customer-relationship management strategies. This course includes lectures and learning activities aimed at developing the analytic and decision-making skills required in the strategic management of retail operations.
Component(s):
"Lecture"(also listed as IBUS 465)
Prerequisite/Corequisite:
The following courses must be completed previously: COMM 211;COMM 223 or MARK 201.Description:
In this course, students explore international marketing frameworks. Students exercise critical thinking and analytical skills to address international marketing opportunities and challenges across various organizations. They learn to identify and manage both controllable and uncontrollable variables, as well as issues related to ethical practices, environmental impact, sustainability and governance, all of which shape international marketing tactics. The course focuses on the marketing mix, with an emphasis on the differences and similarities in marketing products and services across various cross-cultural and international contexts. Various pedagogical methods, including a term project, help students develop the knowledge and skills needed to understand and apply marketing concepts in international settings.Component(s):
"Lecture"Notes:
Students who have received credit for IBUS 465 may not take this course for credit.
Prerequisite/Corequisite:
The following course must be completed previously: COMM 223 or MARK 201.Description:
In this course, students analyze Business-to-Business (B2B) ecosystems using service logic. They evaluate where a business (organization) stands within these ecosystems and identify opportunities for value creation, considering the impacts of digital transformation, sustainability, and local/global constraints. Students also learn how to design and improve collaborative B2B relationships involving multiple stakeholders. The course focuses on immersive, hands-on learning activities, including collaborative workshops and meaningful discussions through reflective analysis. It equips students with critical thinking skills to develop innovative solutions that integrate both business and community perspectives to address B2B challenges in rapidly changing environments.
Component(s):
"Lecture"Prerequisite/Corequisite:
The following course must be completed previously: COMM 223 or COMM 224 or MARK 201.
Description:
The focus of this course is the development of a dynamic and successful product strategy for the organization. Topics covered include product life cycle concepts, the adoption and diffusion of innovations, strategic product planning, developing the service offering, and the process of innovating and launching new products and services.Component(s):
"Lecture"Notes:
(also listed as IBUS 492)
Prerequisite/Corequisite:
The following courses must be completed previously: COMM 211; COMM 223 or MARK 201.Description:
In this course, students explore various cross-cultural management and communication frameworks. Blending theory and practice, this course helps students develop cross-cultural sensitivity and competencies. Topics include cross-cultural negotiations, team management, consumer behaviour, leadership, and other critical aspects of the international business landscape. Students learn management best practices in an international context and thus develop the ability to avoid common pitfalls and to contribute effectively to international business operations. By completing this course, students develop the skills to manage and communicate effectively in international business environments and drive success in today’s dynamic and culturally diverse global marketplace.Component(s):
"Lecture"Notes:
Students who have received credit for IBUS 492 may not take this course for credit.
Prerequisite/Corequisite:
The following courses must be completed previously: MARK 301, MARK 302, MARK 305.