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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.
MKM704 - Financial Aspects of Marketing
This subject provides an overview of financial management and introduces financial concepts and techniques important to marketers. The focus of the course is on the development of financial "literacy" and application of financial information to business decision-making. Students will interpret financial statements; evaluate capital investment and operating decisions using sensitivity analysis and Net Present Value calculations; use financial control systems to assess operating performance; forecast market demand; prepare budgets and make investment decisions.
MKM700 - Management Skills
This course provides students with a general overview of the key management skills, with a focus on helping them to communicate complex materials to the company's stakeholders. Students will not only have the opportunity to learn about best industry practices, but also sharpen their communication skills in this course. By developing better logic in business writing and thinking, students are well equipped to become successful managers to today's highly competitive business environment.
MKM706 - Marketing Fundamentals
The purpose of this course is to provide a comprehensive and in-depth introduction to the fundamental make-up and structure of marketing. Students will come to understand that marketing is more than advertising, sales, promotions, etc. They will learn and experience that marketing is the management of all these elements (and more) as part of the marketing mix. They will work on assignments that build an understanding of how marketing helps enable organizations to reach objectives such as customer growth, customer satisfaction, sales generation, driving and growing revenue, increasing loyalty.
This course will teach students to understand how and why marketing influences us and will help students acquire the fundamental skills, principles and strategies of the marketing discipline. The course will include but not be limited to; segmentation, targeting, positioning, marketing plan development, the 4 P?s, the 5 C?s and more.