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2022-2023 Academic Calendar Mount Royal University [ARCHIVED CATALOG]
Courses
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Marketing |
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MKTG 2150 - Introduction to Marketing
Credit(s): 3
Lecture Hour(s): 3
Lecture Hours Schedule Type: Blended, Lecture, Online
This course provides an introduction to the fundamental concepts and principles of marketing including an introduction to the 4 P’s or marketing mix - product, price, place and promotion. Upon successful completion of this course, the student will have the ability to: evaluate customer wants and needs; analyze and interpret market research; link trends in the environment to marketing decisions; develop a customer or target market profile for a product (good, service or idea); and communicate a marketing strategy effectively in visual, verbal and written formats. This course serves as the foundation for subsequent marketing courses.
GNED Cluster 3 - Tier 2
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MKTG 2154 - Professional Selling
Credit(s): 3
Lecture Hour(s): 3
Lecture Hours Schedule Type: Blended, Lecture, Online
This course provides an in-depth study of the sales process: prospecting, presenting, meeting objections and closing. Emphasis is placed on understanding the sales process and developing the skills necessary for successful selling. Using information access and retrieval skills, a complete sales presentation is developed and presented to the class.
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MKTG 2299 - Directed Readings
Credit(s): 3
Lecture Hours Schedule Type: Directed Reading
Subject to the approval of the Chair.
Directed Readings are intended to provide a more flexible approach for
students who want to pursue and receive credit in areas of study which are
of particular interest to them. Two Directed Reading courses can be used
for graduation purposes but they must be in different disciplines. A Directed
Reading cannot replicate an existing course. The objectives of the Directed
Reading course(s) must be filed in the Office of the Registrar and will be
made available to any institution requesting them for evaluation purposes.
Arrangements for Directed Readings must be completed on or before the Add/
Drop deadline.
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MKTG 3150 - The Science of Persuasion
Credit(s): 3
Lecture Hour(s): 3
Lecture Hours Schedule Type: Blended, Lecture, Online
Marketing ultimately hinges on the ability to comprehend human motivation in order to understand the attitudes and behaviours of people and organizations. In this course, students investigate the theory and practice of persuasion, learning to use these concepts to develop persuasive and compelling stories in visual, verbal and written formats.
Prerequisite(s): MKTG 2150 .
GNED Cluster 4 - Tier 3
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MKTG 3258 - Evidence-Based Marketing
Credit(s): 3
Lecture Hour(s): 3
Lecture Hours Schedule Type: Blended, Lecture, Online
This course explores the goals of evidence-based marketing and essential methodologies used to gain insight. Students will have the opportunity to learn how to support effective marketing decisions through focused market research and analysis. A key outcome of this course is the initial development of a student’s co-curricular professional portfolio and associated professional development plan.
Prerequisite(s): MKTG 2150 .
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MKTG 3350 - Consumer Behaviour (formerly MKTG 4150)
Credit(s): 3
Lecture Hour(s): 3
Lecture Hours Schedule Type: Lecture, Blended, Online
Consumer behaviour is a discipline that looks at why and how people acquire, consume, and dispose of the things they do. This marketing discipline applies knowledge from areas such as psychology, sociology, anthropology, and economics to understand how consumers are likely to behave. These insights are valuable to those interested in either marketing strategy or consumer welfare. A variety of situations will be analyzed with special reference to an individual, group, and cultural influences.
Prerequisite(s): MKTG 2150 .
GNED Cluster 3 - Tier 3
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MKTG 3399 - Directed Readings
Credit(s): 3
Lecture Hours Schedule Type: Directed Reading
Subject to the approval of the Chair.
Directed Readings are intended to provide a more flexible approach for
students who want to pursue and receive credit in areas of study which are
of particular interest to them. Two Directed Reading courses can be used
for graduation purposes but they must be in different disciplines. A Directed
Reading cannot replicate an existing course. The objectives of the Directed
Reading course(s) must be filed in the Office of the Registrar and will be
made available to any institution requesting them for evaluation purposes.
Arrangements for Directed Readings must be completed on or before the Add/
Drop deadline.
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MKTG 3450 - Marketing Design Literacy
Credit(s): 3
Lecture Hour(s): 3
Lecture Hours Schedule Type: Blended, Lecture, Online
Design literacy introduces the creative tools and processes essential to marketing. This course examines the fundamentals of design for brands and campaigns across media platforms. Students will have the opportunity of discovering methods to develop beautiful, well-informed creative solutions that meet an organization’s needs and resonate with its audiences.
Prerequisite(s): MKTG 3150 .
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MKTG 3458 - Managing Marketing Relationships
Credit(s): 3
Lecture Hour(s): 3
Lecture Hours Schedule Type: Blended, Lecture, Online
Business success depends on relationships with diverse groups of people, including customers, employees, shareholders, suppliers, distribution partners, communities and regulators. In this course students will have the opportunity to learn to identify, evaluate and prioritize these relationships. This will include areas of study such as social exchange theory, market segmentation and network analysis.
Prerequisite(s): MKTG 3258 .
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MKTG 3550 - The Fundamentals of Branding
Credit(s): 3
Lecture Hour(s): 3
Lecture Hours Schedule Type: Lecture, Blended, Online
What are brands? Why do they matter to consumers and organizations? How do companies build strong brands for success in a competitive marketplace? Successful brand managers understand the interconnected perspectives of the consumer, the creative designer, and the management strategist. In this course, students will explore different dimensions of consumer-brand behaviour, the role of marketing communications and design in building brand equity, and what this means for strategic brand management.
Prerequisite(s): MKTG 3150 or MKTG 3350 .
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MKTG 3558 - Navigating Marketing Trends
Credit(s): 3
Lecture Hour(s): 3
Lecture Hours Schedule Type: Blended, Lecture, Online
The marketer’s ability to understand complex issues today and anticipate a change in the future drives competitive advantage. In this course, students will have the opportunity to understand how to determine the relevant contextual variables that impact strategies, such as the size and culture of the business, the nature of the industry, the competitive dynamics, and the relevant political, legal, social and technological trends. A key outcome of this course is the interim evaluation and refinement of a student’s co-curricular professional portfolio and associated professional development plan.
Prerequisite(s): MKTG 3258 .
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MKTG 4850 - Professional Brand Studio
Credit(s): 3
Lecture Hour(s): 3
Lecture Hours Schedule Type: Blended, Lecture, Online
In this design-driven senior course, students will be asked to create effective, meaningful and aesthetically-inspired projects in a marketing agency atmosphere. Marketing communications objectives are framed with a community-based client. Students are expected to produce a major portfolio-quality project, including a unique statement of practice, highlighting their creative abilities and professional intent as they enter the marketing profession.
Prerequisite(s): MKTG 3450 and MKTG 3550 .
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MKTG 4858 - Marketing-Driven Strategy
Credit(s): 3
Lecture Hour(s): 3
Lecture Hours Schedule Type: Blended, Lecture, Online
This senior course focuses on synthesizing the analytical marketing skills built through the degree program. In this course, students will have the opportunity to develop a comprehensive marketing strategy and translate this strategy into a concise marketing plan. A key outcome of this course is the submission and review of a student’s completed marketing portfolio.
Prerequisite(s): MKTG 3458 and MKTG 3558 .
Community Service Learning
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