Current Size: 100%
Business - Marketing |
The Business School |
2012/2013 Program AvailabilityNorth Fall: Open Winter: Open Summer: Open |
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Type:
Diploma
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Campus:
North
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Program Code:
02411 |
Length: Humber North Campus Four Semesters, beginning in September, January and May |
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CONTACT INFORMATION: Ellen Sparling, program co-ordinator | 416.675.6622 ext. 4611 | ellen.sparling@humber.ca
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Immerse yourself in the complex and innovative field of marketing with a practical education that will teach you how to create a match between the needs and desires of consumers and the products and services of your organization. Learn how to identify and leverage opportunities in the marketplace, use a range of technologies to create compelling promotional campaigns, and develop effective pricing, packaging and distribution strategies.
The dynamic world of marketing comes to life through a diverse range of courses in everything from marketing communications to professional selling to Internet marketing to small business planning. Gain important insights on today’s complex marketing landscape, and discover how marketing-savvy companies are using both digital and traditional media to drive sales and maintain customer loyalty.
A mix of individual assignments and group projects combined with practical in-class activities will allow you ample opportunities to think creatively, solve problems and collaborate with others. Make valuable connections with business leaders, and gain key industry insights from experienced instructors who will arm you with a robust marketing tool kit and who will coach you to success.
Students study the fundamentals of all business functions including management, finance, human resources, marketing and logistics. As well, students develop skills in effective communication, teamwork, project management, finance, human resource management and logistics. In second year, a specialization is chosen.
Students are introduced to an overview of business fundamental disciplines – including mathematics of finance, business, marketing, mircoeconomics, business law, services marketing and the principles of management.
Beyond basic business fundamentals, students will learn how to assess customer desires, create products to meet specific needs, and develop distribution, pricing and promotion strategies to efficiently target customers. As well, an 84-hour work placement rounds out this competitive program by exposing students to the real world of marketing.
Students develop skills with Customer-Relationship Management (CRM), database, and presentation/Internet software tools and techniques to generate marketing and business plans for a new product, an international product launch, a new business and an integrated marketing communication program.
Business Marketing is your ticket to an exciting career within an organization or as an entrepreneur where you can help lead promotions, drive productivity and engage target customers.
Your expansive marketing training will open doors to a wide range of career opportunities, including as a marketing co-ordinator, marketing assistant, product consultant, team manager, promotions supervisor, merchandising supervisor, sales representative, assistant analyst and assistant retail manager.
If you’re on the self-employment track, you’ll be able to use everything you know about creating marketing campaigns, satisfying customers and boosting sales to maximize the success of your own enterprise.
Practise your new skills in the real world with an 84-hour business placement in the fourth semester. Students find the placement, which can be paid or unpaid. The business placement advisor maintains a roster of placement opportunities and provides students with direction and assistance in the development of resumés and job search techniques.
Note: For more information visit Selection Procedures.
Meeting the minimum requirements does not guarantee admission to the program.
Graduates with an overall GPA of 75 per cent or more will be considered for admission to Humber’s Bachelor of Applied Business degree. Graduates may then complete the degree with the equivalent of six semesters of full-time study plus a paid work term.
Graduates must also possess ENG4U or Humber’s COMM 200 or COMM 300 with a grade of 70 per cent or more, plus any Grade 12 U level Mathematics or Humber’s BMAT 220 Mathematics of Finance and BSTA 300 Business Statistics with an average grade of 70 per cent or more. To apply, please complete and submit the online application form.
This program is also an excellent base for further marketing education and training at recognized educational institutions around the world thanks to Humber’s extensive transfer system.
For detailed information, visit our website at humber.ca/transferguide.
The 2011/2012 fee for two semesters was
– domestic $3,477.08
– international $12,200.
Amounts listed are the total of tuition, lab and material fees, student service and auxiliary fees for the first two semesters of the 2011/2012 academic year.
Fees are subject to change.
For more information visit Fees and Financial Assistance.
Semester 1 | ||
| Course Code | Course | Credits |
| BISM 120 | PC EssentialsPC EssentialsCourse Code: BISM 120 Credits: 3 Technology has transformed our lives in the last decade and strong computer skills have become crucial to finding employment in management and administration. This course provides students with resources and guidance to develop skills in Microsoft Office 2010 applications, focusing on four key areas: Windows 7, Word, PowerPoint, and Excel. While learning about Office 2010, students will develop skills in self-discipline, time management, and detail orientation. | 3 |
| BMAT 220 | Mathematics of FinanceMathematics of FinanceCourse Code: BMAT 220 Credits: 3 This course introduces commercial and financial mathematics. Procedures to establish price in manufacturing, wholesaling, distributing and retailing are discussed. Problems involving compound interest and annuities are solved. This knowledge is used in investment decision applications. | 3 |
| BMGT 100 | Introduction to BusinessIntroduction to BusinessCourse Code: BMGT 100 Credits: This course will serve as a broad introduction to business in Canada today and the environmental forces influencing the nature of organizations. Students will examine the purposes and activities of organizations of various types, sizes and structures, and the interrelationship among functional areas within the organization. Students will begin to study the dynamic relationships among business, government, and labour, and the nature and impact of competition on small, medium and large businesses within various industries, both domestically and internationally. Throughout this course, students will develop and enhance their ability to work effectively in teams, gain confidence and take ownership of their learning, manage their time effectively and efficiently, and develop and deliver professional and persuasive business presentations. These essential business skills will establish the foundation of future academic success, while preparing students for the professional demands of a career in business. | |
| COMM 200 | College Writing SkillsCollege Writing SkillsCourse Code: COMM 200 Credits: 3 College Writing Skills emphasizes elements of the writing process. Although subject matter and format may change from one program to another, the skills necessary for effective writing remain the same, as do the professional standards that all Humber students are expected to attain.
Students will practice the reading and writing skills that will be valuable in their college programs and build a strong base for professional business writing. Those students who plan to further their studies will develop the fundamental skills for writing acceptable academic English.
To help students reach these goals, the course covers the following: analytical reading and critical thinking; essay organization and development; and the elements of clear writing, including grammar and punctuation skills.
To complete COMM 200 successfully, students must produce writing that meets or surpasses the minimum departmental standards as set out in the attached criterion sheet.
| 3 |
| HUMA 024 | Humanities: An Introduction to Arts and ScienceHumanities: An Introduction to Arts and ScienceCourse Code: HUMA 024 Credits: 3 The Humanities course focuses on fundamental questions individuals ask of themselves as they proceed through life. Why are we the way we are? Do we have free will or are we prisoners of our past experience or our biological inheritance? What motivates societies to change? Why do societal changes so often divide people into opposing camps? Why do so many people find contemporary life at home, at work, and in the community unfulfilling? What constitutes good government? How should injustice be fought? Can nations successfully deal with global problems? What is science and how does it differ from other kinds of inquiry? Can scientists provide solutions to the problems we face? What is art and does it offer answers of its own? What is its relationship to beauty, to knowledge, and to ethics? Is objectivity about art (or anything) possible? These questions are organized into units that begin with issues concerning the nature of the individual and then extend outward to various social, cultural and physical contexts.
The issues explored in this course are too complex to have any one right answer. Rather, individuals must search for answers that make sense of their experiences via various theoretical perspectives. The Humanities course supports this endeavour through study of different thinkers presented in the readings and exploration of different points of view explored in class discussions.
ESL students should consider taking the ESL Humanities course. Students may transfer into
ESL Humanities (HESL 024) either at the Registrar?s Office or the School of Liberal Arts & Sciences
Office (K201) on a first-come, first-served basis before the Last Day to Add. | 3 |
| MKTG 111 | MarketingMarketingCourse Code: MKTG 111 Credits: 0 This introductory course examines how marketing is practiced in Canadian business today. This course will explain the purpose of marketing, describe the environmental forces, explain how target customers are identified, and describe the process of market segmentation and positioning.
The balance of the course will focus on explaining and exploring the elements of the marketing mix - product, price, place and promotion. | 0 |
Semester 2 | Course Code | Course | Credits |
| BACC 100 | Financial Accounting 1Financial Accounting 1Course Code: BACC 100 Credits: 4 The course assumes no accounting background on the part of the student. Students will examine the complete accounting cycle, from the recording of transactions in journals through to the preparation of various types of financial statements used by businesses. Various books of entry are introduced. Financial terms will be introduced throughout the course.
Students will gain a basic understanding of how business transactions are recorded and summarized into financial statements to be used by the business in managing operations. | 4 |
| BECN 100 | MicroeconomicsMicroeconomicsCourse Code: BECN 100 Credits: 3 This course will explore economics as economists see it, not a collection of facts about markets, but a powerful approach to thinking about almost any human behaviour. Economics is the study of how society and individuals use limited resources to meet their needs. Microeconomics focuses on the individual and the firm but also considers the role of government in economic organization. Specifically, it examines consumer demand, supply, prices, and the role of market structures in making profit-maximizing decisions. | 3 |
| BLAW 100 | Business LawBusiness LawCourse Code: BLAW 100 Credits: 3 The course will introduce the student to Canada's laws and legal system, including the Canadian Constitution, court system, torts, contracts, property and various forms of business organizations. There will be an emphasis on law in Ontario and in Canadian business environments. | 3 |
| BMGT 201 | Principles of ManagementPrinciples of ManagementCourse Code: BMGT 201 Credits: 3 Today's managers must perform the functions of planning, organizing, leading and controlling, and must do so within the context and constraints of environmental and social pressures and demands. With a particular focus on working within a project environment, this course will build on the foundations established in BMGT 100 Introduction to Business. It will examine the roles of the manager and the skills and techniques needed to effectively and efficiently manage the resources of people, money, materials and time to achieve organizational objectives. Throughout this course, students will be required to demonstrate understanding of the key principles and functions of management, and to apply these skills in contemporary business situations. | 3 |
| COMM 300 | Business Writing SkillsBusiness Writing SkillsCourse Code: COMM 300 Credits: 3 Business Writing Skills introduces students to the strategies of effective written workplace communication. This course is designed to build on and reinforce the writing skills developed in COMM 200 and requires students to apply these skills to vocationally relevant assignments. Students will learn how to select and organize pertinent information according to purpose and audience and will practise presenting their ideas clearly, precisely, and effectively in various written formats. To complete COMM 300 successfully, students must produce writing that meets or surpasses the minimum departmental standards as set out in the criterion sheet. | 3 |
| MKTG 211 | Consumer ServicesConsumer ServicesCourse Code: MKTG 211 Credits: 3 This course will focus on the vital importance of service industries such as banking and finance, health-care, automobile services and the role they play in today's economy. The course will supplement and build on the basic marketing course by focusing on the strategies and problems specific to service businesses. It introduces a new focus within the marketing mix, emphasizing the implications of customer expectations and perceptions, including services marketer's three Ps: people, physical evidence and process and the effect of these services marketing elements on consumer behaviour. Included also is the focus on the GAPS model of service quality; the impact of service failure and recovery; consumer-based pricing and value-pricing strategies; integrated services marketing communications and the direct effects of service on profits. | 3 |
Semester 3 | Course Code | Course | Credits |
| GNED 000 | General Education ElectiveGeneral Education ElectiveCourse Code: GNED 000 Credits: 3 The following courses represent the GNED General Education electives that you can choose from as part of your program's curriculum. Anthropology | 3 |
| MKTG 205 | Retailing 1Retailing 1Course Code: MKTG 205 Credits: 3 This is an introductory retailing course that will examine the fundamental aspects of retailing as a set of business activities that adds value to the products and services sold to consumers for their personal use.
Retail is a keystone of the Canadian economy and in 2011 is the largest employment sector in
Canada. Students will explore the challenges of the retail industry and determine where and how retailing fits into the marketing process. The course concentrates on the marketplace in Canada with respect to current retail practices, including; the increasing sophistication of retail decision-making tools, innovative positioning strategies, the emergence of aggressive international retailers and sustainable Business practices. Increasingly retailers are striving to provide a seamless shopping experience by engaging customers through multi-channel options, which includes an interactive environment to communicate with, and to sell merchandise and services to customers through the Internet. These and related issues will be explored to address the complex challenges facing retailers as they compete for market share.
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| MKTG 301 | Database ManagementDatabase ManagementCourse Code: MKTG 301 Credits: 3 This course introduces the student to design and creation of databases, reporting, analysis, and customer relationship management concepts. Using This course introduces the student to design and creation of databases, reporting, analysis, and customer relationship management concepts. Using Microsoft Access in combination with Excel, the student will develop the functional skills that they need to apply a set of tools in a business context from a marketing perspective. Upon completion, students should be able to design and implement normalized database structures by creating simple database tables, queries, reports and forms; understand key concepts of customer relationship management (CRM), and how to apply them with the use Excel and Access to support business communication, decision-making, and the CRM process. | 3 |
| MKTG 310 | Marketing ResearchMarketing ResearchCourse Code: MKTG 310 Credits: 3 The Marketing Research course provides a framework of fundamental research methods including traditional quantitative tools and qualitative applications. In this course students will understand the interrelationship among the parts of the research process to gain the appropriate degree of confidence in a particular research result. Current research practices and processes including trends in technology assisted research are assessed in their ability to address the challenges facing Canadian market researchers, in providing information needed by decision-makers. Marketers must understand their client's needs and the role of marketing research as a valuable tool in the marketing process. This course emphasizes the challenge to be competitive in today's rapidly changing global marketplace in order to be, cost-effective, accurate and timely in making marketing decisions. Real-world applications will be addressed to provide learners with the opportunity to apply the research process. | 3 |
| MKTG 311 | Professional SellingProfessional SellingCourse Code: MKTG 311 Credits: 3 This introductory course is designed to provide students with a basic understanding of the selling profession and its importance within the marketing environment. The students will understand the skills required to be successful in this field. Major topics include: strategic selling principles, prospecting, building relationships, conducting sales meetings, delivering sales presentations, dealing with objections and closing the sale. Emphasis will be on developing confidence and professionalism in the selling interaction and enhancing the student's communication, listening, presentation, team participation and problem solving skills. | 3 |
| MKTG 406 | Marketing CommunicationsMarketing CommunicationsCourse Code: MKTG 406 Credits: 3 This marketing communications course focuses on theoretical and practical approaches to marketing communications. It concentrates on five key areas; (1) online communications (2) offline marketing communication approaches, (3) creativity, (4) integrated marketing communications, and (5) metrics used to measure and evaluate this area of marketing. Students will complete a number of assignments, quizzes, and tests in this course to ensure knowledge is applied and practiced. Students will complete two projects, one on social media that includes the use of Twitter and LinkedIn, as well as the creation and writing of a blog for marketing purposes. This is followed by the creation of an integrated marketing communications recommendation that includes online and offline components, as well as a creative brief, creative concepts, media recommendations, press releases, print ads, and the metrics required to evaluate the campaign. | 3 |
Semester 4 | Course Code | Course | Credits |
| BMFS 450 | Business PlacementBusiness PlacementCourse Code: BMFS 450 Credits: 4 In this course students will gain relevant work experience by participating in a minimum 150-hour, paid or unpaid work placement. Students will be required to document the employment experience. Employers will play a key role in the evaluation process. | 4 |
| GNED 000 | General Education ElectiveGeneral Education ElectiveCourse Code: GNED 000 Credits: 3 The following courses represent the GNED General Education electives that you can choose from as part of your program's curriculum. Anthropology | 3 |
| MKTG 400 | Marketing PlanningMarketing PlanningCourse Code: MKTG 400 Credits: 3 This senior-level marketing course in the Marketing program further enhances previously learned marketing skills, and brings them together in the development of a comprehensive marketing plan for the revitalization of a consumer product in Canada. Students, in teams, will be required to complete research and analysis of the industry, market, company and existing marketing program, competition and the marketing environment. They will identify and measure the size of the target market, and plan the positioning and all elements of the revised marketing program. Financials will include a three-year sales forecast and corresponding profit and loss statement for the revitalized product. In addition, each team will prepare and deliver a persuasive presentation of their marketing plan. Research skills, critical thinking and planning skills will be applied throughout the course. | 3 |
| MKTG 404 | Internet MarketingInternet MarketingCourse Code: MKTG 404 Credits: 3 This course provides a theoretical and practical view of Internet marketing giving students an understanding of the conventions, approaches, and tools used to drive business. Students learn to write for the on-line environment and drive business using search engine optimization, display online ads, pay-per-click advertising, social media, public relations, email marketing, and blogs. They also learn to use online analytics to monitor and measure approaches used to drive website traffic and recommend changes. The role of ad serving platforms and affiliate marketing are also discussed as Internet marketing tools. Students will complete a number of tests and assignments in this course to ensure knowledge is applied and practiced. The major project requires students to create and manage a blog from the start of the semester until its completion and use it as an online platform to which they drive traffic using Internet marketing tools. The course is designed with weekly classroom and lab sessions to ensure Internet tools are clearly explained and applied by all students on a weekly basis through assignments that must be completed in the lab. Attendance is required at all classroom and lab sessions. | 3 |
| MKTG 461 | Small Business PlanningSmall Business PlanningCourse Code: MKTG 461 Credits: 3 This course requires students to participate in writing a workable business plan for a new business, emphasizing the market research and marketing strategy components of the business plan. The goal of the course is to give students an understanding of the planning issues involved in developing a new business. The course will allow students to see the relevance of entrepreneurship to their own lives and encourage them to consider self-employment as a career path. | 3 |
| MKTG 470 | International MarketingInternational MarketingCourse Code: MKTG 470 Credits: 3 This course will introduce students to global marketing, including a survey of the wide variety of challenges and opportunities that confront today's international marketer. Students will analyze developed and developing nations role in the international economy, identify and describe vital cultural, economic and technological influences. Analyzing primary and secondary research information, students will evaluate different international markets, identify market opportunities and prepare a market entry proposal for a consumer product targeted at non-North American international markets. | 3 |
