Course Description

Marketing is vital in all sectors, increasingly so in our global economy. This course, independent of industry background, teaches core marketing concepts and tools, which includes Market Research, brand strategy, pricing, integrated marketing communication, and social-media strategy. It utilizes the award-winning methods of the Sauder School of Business’s marketing faculty, applying marketing perspectives to real-world business and organizational challenges, thus supporting comprehensive decision-making in line with customer and company objectives.

What Students Will Learn

• How to develop a basic customer segmentation system.
• Insights into the psychology of consumer decision-making.
• Methods to devise pricing strategies that enhance profitability.
• Ways to define effective channel systems for go-to-market efforts.
• The utilization of marketing metrics to benefit business operations.

Prerequisites or Skills Necessary

Students are recommended to complete courses in Business Foundations and Business Communications from UBCx as prerequisites. These foundational courses prepare candidates for a deeper understanding of complex marketing strategies.

Course Content Coverage

• Market Research Techniques and Strategy Formulation
• Development and Implementation of Brand Strategy
• Pricing Models and Strategies for Optimal Profitability
• Integrated Marketing Communication Approaches
• Effective Social Media Strategy Development

Who Should Take This Course

This course is designed for anyone interested in acquiring fundamental and advanced marketing knowledge, applicable across various business domains.

Application of Learned Skills in Real-World Scenarios

Skills acquired from this course can be applied in various real-world contexts like creating targeted marketing campaigns, improving existing marketing strategies of a company, engaging customers more effectively, and increasing overall business profitability.

Syllabus Overview

• Week 1: Introduction to Marketing; Understanding Market Research
• Week 2: Customer Segmentation and Consumer Psychology
• Week 3: Branding Strategies; Building and Maintaining Brand Value
• Week 4: Pricing Strategies and Channels of Distribution
• Week 5: Marketing Communication and Social Media Essentials
• Week 6: Applying Marketing Metrics and Performance Evaluation