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Program Requirements
The Marketing concentration focuses on the development of skills in understanding customers and markets, creating value through products and services, evaluating the effectiveness of marketing programs, and managing customer relationships.
Required Core Courses (21 credits)
All M.B.A. students must complete the following core courses:
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MGCR 629 Global Leadership (1 credit)
Overview
Management Core : An introduction to the leadership challenges of the 21st century in a rapidly changing global environment at the intersection of business and society.
Terms: Fall 2012, Winter 2013, Summer 2013
Instructors: Adler, Nancy J (Fall) Adler, Nancy J (Summer)
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MGCR 650 Business Tools (2 credits)
Overview
Management Core : An introduction to the practical usage of standard business tools and frameworks.
Terms: Fall 2012, Summer 2013
Instructors: Hart, Derek; Levy, Philippe (Fall) Hart, Derek; Levy, Philippe (Summer)
Intensive course: 13 hours per week for 2 weeks, for a total of 26 contact hours.
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MGCR 651 Managing Resources (4 credits)
Overview
Management Core : An introduction to the challenges of acquiring and developing various resources in the firm, including financial capital, human talent, and information technology.
Terms: Fall 2012, Summer 2013
Instructors: Croitoru, Benjamin; Gagnon, Suzanne; Ramaprasad, Jui; Bassellier, Genevieve; Goyenko, Ruslan (Fall) Lapointe, Liette; Betermier, Sebastien (Summer)
Prerequisite: MGCR 650
Intensive course: 7.5 hours per week, over 7 weeks for a total of 52 contact hours
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MGCR 652 Value Creation (4 credits)
Overview
Management Core : Offers a comprehensive overview of the value creation process in business sectors by exploring the inter-relationships among the partners in the value chain.
Terms: Fall 2012, Summer 2013, Winter 2013
Instructors: Boyaci, Tamer; Madan, Sujata; Vakratsas, Demetrios; Gumus, Mehmet; Dotzel, Thomas (Fall) Bouvard, Matthieu; Lapointe, Liette; Mishra, Saurabh (Summer) Madan, Sujata; Gumus, Mehmet; Dotzel, Thomas (Winter)
Prerequisite: MGCR 650.
Intensive course: 7.5 hours per week, over 7 weeks for a total of 52 contact hours.
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MGCR 653 Markets and Globalization (4 credits)
Overview
Management Core : A review of macro-environment in which firms compete, and the linkages which exist between the domestic and global economies. Topics such as trade, fiscal and monetary policy, interest rates, exchange rates, and balance of payments will be covered.
Terms: Fall 2012, Winter 2013
Instructors: Maguire, Steve; Carrieri, Francesca; Mishra, Saurabh; Vakratsas, Demetrios (Fall) Etzion, Dror; Matziorinis, Nicholas; Mishra, Saurabh (Winter)
Intensive course: 13 hours per week over 4 weeks for a total of 52 contact hours.
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MGCR 660 International Study Trip (6 credits)
Overview
Management Core : This course aims to provide students a comprehensive understanding of the process of internationalization as well as managing an enterprise/organization in an international setting. Students will participate in an organized study trip outside of Canada, to a city with significant international business.
Terms: Summer 2013, Winter 2013
Instructors: Boyaci, Tamer; Madan, Sujata (Summer) Boyaci, Tamer; Madan, Sujata (Winter)
Required Concentration Courses (6 credits)
Students choosing the Marketing concentration must complete these required courses:
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MRKT 657 Buyer Behaviour (3 credits)
Overview
Marketing : Research approaches focusing on the behaviour of the consumer in the market place. Intended to sensitize the students to human behaviour in general so they may carry their understanding of basic processes over to the more specific area of the consumer.
Terms: This course is not scheduled for the 2012-2013 academic year.
Instructors: There are no professors associated with this course for the 2012-2013 academic year.
Due to the intensive nature of this course, the standard add/drop and withdrawal deadlines do not apply. Add/drop is the first lecture day and withdrawal is the second lecture day.
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MRKT 658 Marketing Intelligence (3 credits)
Overview
Marketing : Marketing intelligence is essential for maximizing returns on marketing investments. This course covers the cutting edge techniques and tools available for generating marketing intelligence and provides practice on how to leverage this knowledge to make effective marketing decisions. Lectures and case study format is followed.
Terms: Fall 2012, Winter 2013, Summer 2013
Instructors: Mishra, Saurabh (Fall) Mishra, Saurabh (Winter) Mishra, Saurabh (Summer)
Complementary Courses (30 credits)
9 credits selected from the following courses toward the concentration:
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INSY 645 Managing Electronic Commerce (3 credits)
Overview
Information Systems : This course will provide students with an understanding of e-commerce. The most important concepts, models, tools and applications related to e-commerce will be studied. The primary objective of the course is to explore the knowledge and the skills that an IS professional should develop to face this new reality in business organizations.
Terms: Winter 2013
Instructors: Xinos, Pano Mark (Winter)
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MRKT 645 Winning at Brands (3 credits)
Overview
Marketing : This course is designed to convey the structures, frameworks and evolving best practices of effective brand management. Core brand management techniques examined include launching new brands, rehabilitating damaged brands and various brand extension options. The valuation of brands and the development and optimization of brand equity profiles are also covered.
Terms: Winter 2013
Instructors: Gialloreto, Louis (Winter)
Restriction: Not open to students who have taken MRKT 690 (when topic was Winning at Brands)
The course is delivered using a mixture of concept briefings, case simulations and class debates.
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MRKT 652 Marketing Management 2 (3 credits)
Overview
Marketing : Its orientation is one of decision making and problem solving. Focuses on the decision areas of marketing management. Emphasizes the application of marketing theory, concepts and methods to the solution of real life marketing problems.
Terms: Fall 2012, Winter 2013
Instructors: Gialloreto, Louis (Fall) Gialloreto, Louis (Winter)
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MRKT 654 Marketing Communications (3 credits)
Overview
Marketing : The design and implementation of advertising and promotions. Draws on theories of persuasion to develop a managerially oriented decision making framework. Links the framework to decisions pertaining to creative strategy, media planning, consumer promotions and trade promotions.
Terms: Fall 2012
Instructors: Vakratsas, Demetrios (Fall)
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MRKT 655 Marketing Planning (3 credits)
Overview
Marketing : The design and implementation of marketing plans. Emphasis on management decision- making; approaches and techniques for formulating marketing objectives; identifying alternate strategies; preparing the marketing plan; implementing and controlling the plan.
Terms: Winter 2013
Instructors: Gialloreto, Louis (Winter)
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MRKT 659 Advanced Business Marketing (3 credits)
Overview
Marketing : Advanced decision-making and management of the marketing effort in a business to business (b-to-b) context, including the b-to-b marketing system; segmentation; customer relationship management; products, services, price, distribution, selling and advertising decisions; strategies for business markets and both electronic and traditional approaches to each.
Terms: Fall 2012
Instructors: Gialloreto, Louis (Fall)
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MRKT 690 Advanced Topics in Marketing 1 (3 credits)
Overview
Marketing : Current topics in marketing.
Terms: Fall 2012, Winter 2013, Summer 2013
Instructors: Vakratsas, Demetrios (Winter) Mishra, Saurabh (Summer)
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MRKT 698 International Marketing Management (3 credits)
Overview
Marketing : Marketing management considerations of a company seeking to extend beyond the confines of its domestic market. A review of product, pricing, channels of distribution and communications policies to develop an optimum strategy (between adapting completely to each local environment and standardizing across them) for arriving at an integrated and profitable operation. Particular attention to international marketing and exporting in the Canadian context.
Terms: This course is not scheduled for the 2012-2013 academic year.
Instructors: There are no professors associated with this course for the 2012-2013 academic year.
The remaining 15 credits of courses are chosen from 500- and 600-level courses offered by the Faculty.
6 credits from the following:*
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BUSA 650 Internship (6 credits)
Overview
Business Admin : An on-the-job experience in a corporation or organization supervised by an academic faculty member.
Terms: Fall 2012, Winter 2013, Summer 2013
Instructors: Donovan, Richard George (Fall) Donovan, Richard George (Winter) Donovan, Richard George (Summer)
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BUSA 651 Practicum (6 credits)
Overview
Business Admin : A practical project which provides an opportunity to explore and recommend solutions to a business issue within a corporation or organization.
Terms: Fall 2012, Winter 2013, Summer 2013
Instructors: Hart, Derek (Fall) Hart, Derek (Winter) Hart, Derek (Summer)
* Note: Students electing to participate in an International Exchange (12 credits of complementary courses) are exempt from BUSA 650 and BUSA 651. Two additional electives are required to complete the 57-credit requirement.
Desautels Faculty of Management—2012-2013 (last updated Dec. 20, 2012) (disclaimer)
