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BMK810 - Brand Strategy II

Strategic brand management is at the core of developing and maintaining a successful brand.
 
This course continues to build students' understanding of and skills with the complete strategic brand management process.  Students learn to create effective strategies and tactics to build strong performing brands that resonate strongly with consumers, deliver on company objectives and continue to be relevant in an ever-changing environment.
 
The course will include, but will not be limited to, brand vision, image & equity, customer management, loyalty, pricing, marketing channels, business models, growth & competitive strategies and brand repositioning & relaunch. 
 
BMK10 (Brand Strategy II) is taught as an integrated course with BMK811 (Brand Metrics II) where students acquire the quantitative skills to support the development and assessment of company and brand strategies and tactics and determine brand equity and brand valuation.

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BMK811 - Brand Metrics II

Brand strategies and tactics have a significant impact on a firm's overall financial performance.  In this course, students will use marketing and financial metrics to evaluate the relative attractiveness of different brand and marketing strategies and tactics, and the management systems required for effective implementation.  They will develop the acumen to interpret and analyze financial models, statements and ratios.  The course teaches how to build and measure brand equity as well as measuring and understanding a brand's financial value.
 
BMK811 (Brand Metrics II) is taught as an integrated course with BMK810 (Brand Strategy II) where students learn to identify, qualitatively assess and recommend effective company and brand strategies and tactics to drive brand financial performance, brand equity and brand value.

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BMK812 - Integrated Brand Communications

This advanced course examines the multiplicity of integrated communication concepts, theories, and practices, and continues to build students? knowledge of strategic brand building activities, plans and programs that join brands and their stakeholders in long-term profitable relationships.  Students will discover why industry leaders consider total integrated brand communications to be a dynamic, powerful driver of brand strategy when marketers and agencies ensure the marketing communications plan is well-orchestrated, and consistently executed and managed.

The course will focus on the integrated management processes and frameworks to conceptualize brand level marketing communications decisions and the desired outcomes from those decisions.  Students will develop the fundamental skills of integrated marketing communications planning and implementation, objective setting, media strategy planning, scheduling, budgeting, and analysis

The course teaches the role of persuasion in integrated brand communications, the value of public relations and relative attractiveness of cause-oriented and event-oriented investment partnerships.

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MKM915 - Digital Marketing

Canadians are consuming media differently, socializing in new ways, and demanding access to information anytime, anywhere. The line between personal and business are now blurred. Based on this cultural shift, creating effective digital marketing strategies and utilizing appropriate tactics to achieve marketing and organizational objectives is critical. Digital options whether recommended as a singular solution or integrated with traditional media are now an expected component of marketing plans. The personal brand is distinct from and yet part of the organizational brand.

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MKM916 - Interactive Marketing

As the customer is increasingly viewed as being at the centre of the marketing universe, it is becoming more important for firms to develop marketing strategies and tactics that will create opportunities for two-way communications with their customers. This course provides the students with the necessary skills and tools to assess customer needs, build and maintain positive relationships, and manage customers' expectations in a growing and evolving electronic environment. Students, through the preparation of an interactive marketing plan, will evaluate an interactive marketing situation and recommend appropriate interactive solutions.

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CPP100 - Co-op Professional Theory

Co-operative (co-op) education is meant to provide students with the opportunity to integrate academic learning with relevant work experience. It also provides the opportunity for students to learn more about themselves and their chosen field of study.

The purpose of co-op education is to enable students to make a smooth transition from the academic setting to a work environment.

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CPP200 - Work Integrated Learning Professional Practice

The integration of classroom activities with work term experiences is vital for the complete and successful learning and understanding of co-of work term experiences. Structured integration and reflective learning with peers provide the opportunity to make sense out of work experiences, to put these experiences into broader perspectives, and to internalize learning.

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