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BMK710 - Brand Strategy I
Strategic brand management is at the core of developing and maintaining a successful brand.
This course builds students' understanding of and skills to work with the complete strategic brand management process. Students learn to create and communicate effective strategies and tactics to build brands that will be relevant in an ever-changing environment with evolving consumer needs.
The course will include, but will not be limited to, problem identification, situation analysis, segmentation, targeting, positioning, product and branding strategies and tactics.
BMK710 (Brand Strategy I) is taught as an integrated course with BMK711 (Brand Metrics I) where students acquire the quantitative skills to support the development and assessment of company and brand strategies and tactics.
BMK711 - Brand Metrics I
Brand strategies and tactics have a significant impact on a firm's financial performance. In this course, students will use metrics and industry standard financial models to evaluate the attractiveness of brand and marketing opportunities and the quantitative impact/consequences/outcomes of brand marketing decisions-making and actions.
Students will learn to forecast market demand. They will create and analyze profitability models of various marketing, brand and capital investment decisions using metrics and techniques such as contribution margin, net present value, break-even and sensitivity analyses.
BMK711 (Brand Metrics I) is taught as an integrated course with BMK710 (Brand Strategy I) where students learn to identify, qualitatively assess and recommend effective company and brand strategies and tactics.
BMK713 - Advertising and Promotion
In this course, students will examine and apply the essential, interrelated strategic decisions required to deliver effective communications including defining the message, framing advertising objectives, shaping media planning, implementation and controls.
Students will evaluate traditional and emerging media forms and functions of multichannel, multiplatform communications including but not limited to traditional, trade and consumer promotions, online communities, public relations, and interactive & experiential initiatives. They will study and apply industry best practices and methods to achieve brand metrics and media efficiency objectives.
The course also explores the advancements in the practice of advertising, agency organization structures, types of agencies, professional associations, and holding companies. In addition, students will learn a foundational understanding of Canadian advertising standards, procedures, regulations, and ethics to foster the Professional Marketing Code of Conduct.
BMK714 - Strategic Project I
This initial planning requires students to develop business skills required from ideation and concept, through to securing a client and launching the project plan. By integrating guest speakers, case studies, and business techniques, students explore opportunities in the business community to begin to develop a strategic brand marketing plan.
CRM700 - CRM - Process and Patterns I
This subject will provide students with the knowledge of how to acquire and develop long term, profitable, customer relationships through Customer Relationship Management (CRM) systems and strategies. Using a variety of techniques, which may include case analysis, guest speakers and study of best practices. students will explore CRM issues and applications, current technologies and the potential of CRM systems. This course provides students with the knowledge to develop a Customer Relationship Management (CRM) strategy for an organization. Best practices, articles, current events and experiential learning will be used by students to gain an understanding of how to develop, build and maintain profitable customer relationships.
MKM701 - Applied Marketing Research
Consumer and market understanding are critical inputs to manage and grow a brand in today?s marketplace. In this course, students apply concepts from psychology, sociology and economics to understand the purchase behaviour of consumers, relate these concepts to marketing theory and practice, and identify insights into the formulation and implementation of marketing strategies and tactics.
Students will learn current and future trends in consumer behaviour with a North American focus and what it means for brand marketers.
Students will understand different marketing research methodologies, be able to determine how and when a specific research methodology should be used and evaluate the relevance and accuracy of a market and consumer research study. They will interpret market research to uncover powerful insights to drive brand strategies and tactics.