Marketing

This course examines how marketing is practised as a system of business actions in Canadian business today. Students study the purpose of marketing; the various marketing strategies used to make up an integrated marketing plan; the power of branding and the importance of brand equity and loyalty; the role of internet and social media marketing; the effects of environmental forces on the marketing function; how target customers are identified; the process of market segmentation and positioning; and pricing strategies. They also study integrated marketing plans along with the various methods of evaluating success.