Business Administration - Marketing

Financial statements are an essential tool for business decision making. In this course, financial statement users’ needs and decisions will be examined, and the principles of the accounting cycle will be explored. Specific elements of financial statements will be examined, and the related accounting principles will be discussed. Financial statement analysis and internal control evaluation will supplement and support the exploration of financial reporting.

Industry use of analytics and business productivity applications is critical to office workflows and evidence informed decision making. This course introduces applied computing to develop skills in applications such as spreadsheet, word processing, and database through the structured query language (SQL).

Effective communication is crucial in today's business landscape. This course is designed to equip students with essential business communication skills. The objective is to enhance students' ability to communicate professionally and adeptly in diverse business settings. Key components of the course include developing fundamental research skills, honing critical reading and writing abilities, crafting structured business reports, delivering compelling oral presentations, and employing interpersonal communication techniques to effectively convey messages and forge robust relationships.

Microeconomics examines how individuals, firms, and societies use their scarce resources to attain economic goals, and how different economic systems try to solve this central problem of scarcity. Students will learn how individuals make consumption decisions and how firms determine how much to produce and what price to charge for products/services given their costs and the market structure of the industry they operate within. The topics of public sector economics, labour market fundamentals, environmental economics, and income inequality are also examined.

Marketing is at the heart of business success and growth by meeting customer needs and generating revenue. Students will learn key concepts, strategic marketing planning, methods of analysis, and tactics critical to understanding buyer behaviour and creating value for customers. Emphasis is placed on understanding the strategic marketing planning process. Students will conduct an environmental scan, identify target audiences and apply the four marketing mix components of product, price, place, and promotion.

Mathematical reasoning skills are required to support day-to-day business operations. Students will build on their existing mathematical competencies and apply them to a business context. The learners will gain practice and confidence to evaluate transactions encountered in the business world.

All successful businesses execute the four fundamental principles of management: planning, organizing, leading, and controlling. Students will use strategic analysis to examine how these four integrated principles work to create a solid foundation for best management practices in any organization. The students will achieve this through case studies, class discussions, and course activities.

The principal role of a manager is to achieve desired organizational outcomes through people. Students will discover principles that will enable them to recognize and influence human behavior in organizational settings. Utilizing a variety of models and frameworks, students will learn to support, develop, and motivate others to achieve individual, group/team, and organizational goals.

The ability to effectively persuade and engage an audience through effective written and oral communication is a fundamental career skill. This course equips students with the necessary tools and techniques to excel in this essential aspect of business. Students will delve into current issues and problems, conducting research to develop documents, reports, and presentations. By applying critical thinking and analytical skills, students will enhance their proficiency in academic and business writing, enabling them to produce compelling and impactful content. A key focus of the course is the integration of evidence from various sources to construct persuasive arguments. Through the examination and analysis of sample texts, students will acquire a toolkit of professional-level writing and communication techniques. These skills can be applied across diverse communication scenarios, empowering students to excel in any professional setting.

Digital marketing insights drive strategies and tactics that engage the right audiences. Students will apply digital marketing planning techniques, tools, and tactics that provide data-driven insights along a customer's journey.

Business-to-business (B2B) marketing is the establishment of mutually beneficial, long-term relationships between two or more organizations and is several times larger than the business-to consumers (B2C) market. Students will create a B2B marketing strategy through extensive research, applying the value chain, and interpreting marketing metrics.

Professional selling involves solving customer problems to become a trusted advisor. Students will explore how digital technology and social selling are changing the way salespeople learn about and interact with customers. In this business-to-business-focused course, students will practice solving customer problems and building professional relationships. An emphasis is placed on the need-satisfaction model of selling. Students refine their sales techniques by role-playing simulated sales calls.

Promotional Management is a core element of an organization's strategy to achieve its marketing objectives. Students will learn the fundamentals of marketing communications practice, including the importance of integrating promotional mix strategies and their psychological and social implications. Students will develop an integrated marketing communications plan, including a media and creative strategy.

Data analysis and statistical evidence can provide valuable insights for businesses and lead to better informed decisions. In this course, students will learn introductory statistical principles and methods. Students will apply descriptive statistics, probability theory, hypothesis testing and regression analysis to evaluate business problems and/or small case studies.

Sound and timely decisions based not just on what customers are doing but on why they are doing it is imperative. In marketing research, students will engage in a complete multi-step research project during which they will identify research needs and collect, analyze, and present primary data that fills identified information gaps and creates meaningful insights.

Business insights developed through descriptive analytics have transformed and are key to evidence-informed decision making and efficiencies. In this course, students gain skills by completing analytics projects introducing design principles for creating meaningful displays of quantitative and qualitative data. A major focus is on descriptive analytics, including data analysis and data visualization. This focus is comprised of understanding, manipulating, evaluating, and presenting the many complex data and information streams that drive today’s businesses and organizations.

Every commercial or not-for-profit business needs a website to which the public can go for information and/or products. Students will write preparatory and final copy for the building of a productive website communication strategy. Students will use cutting-edge software to create appropriate and attractive design elements to build a visually effective website.

As digital marketing continues to evolve, communications, including social media, remain a dynamic component of value creation. Students will explore and select social media channels with a focus on creating value for target markets. Students will create content, share that content via social media, and measure results.

Promotional Campaign Planning: This course provides students the practical skills and work experience employers seek. Students will acquire critical thinking and marketing communications skills as part of a student advertising agency team. Students will plan, prepare, and present a comprehensive promotional plan, including strategic decisions and creative solutions for an existing business organization. The industry connection opportunities provided in this course enhance student learning.

To be successful in business development, salespeople need to know what time and territory management techniques work best. Students will analyze information about their territories and customers and develop a tie and territory management plan. These skills will help maximize customer value by focusing resources where they are needed.

How an organization reflects itself to the outside world is crucial to its success. Public relations practitioners develop strategic communications to strengthen and protect brands and stakeholder relationships. Students will learn the functions, practices, and growing application of public relations in the private and public sectors. Using a combination of theory and practical application, students will examine what this profession is, how it is practiced, and the practitioner's role. Students will develop a PR plan and use publicity generating tools.