Strategic Marketing and Research Analysis

Getting into the job market is a tough nut to crack, and sustaining a career long-term requires a strong foundation of professional workplace communication skills. In this course, students will develop workplace communication skills for a professional research environment. Students will learn how to engage and build relationships with different stakeholders including clients, vendors, managers, and team members. They will learn how to communicate complex information to a variety of audiences and how to deliver convincing presentations. Topics covered include effective stakeholder communication and management, cultural competency, emotional intelligence, negotiation, conflict resolution, and appropriate use of electronic communications (e.g., text messaging, emails, and social media). Students will also learn how to create strategic visualizations, webinars and dashboards that can be used in core research projects at the workplace.

• Hours: 42
• Credits: 3
• Pre-Requisites:
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In this course, you will gain hands-on experience using software essential for marketers, including Microsoft Excel and SPSS. You will learn how to create spreadsheet documents and analyze data in a marketing environment. You will learn and apply advanced features of spreadsheet applications to develop comprehensive solutions to business marketing problems; and utilize the advanced database functions and business intelligence tools of a spreadsheet to make comprehensive and informed business marketing decisions. A variety of software features will be explored including spreadsheet designs; basic to advanced formulas and functions; charting and database features; PivotTables and Pivot Charts; dashboarding and monitoring tools, and a variety of formatting tools.

• Hours: 42
• Credits: 3
• Pre-Requisites:
• CoRequisites:

• Hours: 1
• Credits: 0
• Pre-Requisites:
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In this course students will be introduced to traditional marketing concepts, analyses, and activities that comprise marketing management. These skills will help students to solve foundational marketing problems. Students will also be introduced to some of the basic formulas and arithmetic which marketers use to measure, evaluate, and plan different marketing activities. Topics include marketing strategy, segmentation, product management, pricing, promotion, distribution, market share analysis and competitive analysis.

• Hours: 42
• Credits: 3
• Pre-Requisites:
• CoRequisites:

In this course students will explore the foundation of marketing research principles, such as how marketing research is used to inform marketing decisions, and how it supports the marketing function. Students will delve into the most important choices made in research design, such as the role of primary and secondary research, and when to use qualitative versus quantitative approaches. Students will learn about The Code of Conduct and industry association practices, and explore the impact of Canada's privacy legislation, the Personal Information Protection and Electronic Documents Act (PIPEDA). Topics include the traditional research designs used in marketing research, such as observation, hypothesis testing, experimental design and modeling. Once the key theoretical concepts are reviewed, they are applied in design-oriented case studies.

• Hours: 42
• Credits: 3
• Pre-Requisites:
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In this course, students will gain a thorough knowledge of the principles and tools of statistical reasoning and analysis. Students learn a variety of approaches to analyze quantitative data related to marketing research. Topics include sampling and weighting, probability, central tendency, variation, estimation, hypothesis testing, correlation analysis, statistical reasoning and interpretation and nonparametric statistics.

• Hours: 42
• Credits: 3
• Pre-Requisites:
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In this course, students will investigate current theories and applications of non-empirical or qualitative marketing research techniques. Topics include the latest marketing research techniques being used in the world of in-person and online qualitative market research, focus groups, mini-groups, in-depth interviews, projective techniques, bulletin boards, and live chat. Students will apply this learning with hands-on experience by analyzing recent case studies using qualitative research in areas such as advertising, communications, product development, policy development and customer satisfaction.

• Hours: 42
• Credits: 3
• Pre-Requisites:
• CoRequisites:

Great marketers know how their customers think and act. They pay extra attention to consumer behaviour: the way people buy and use products and services. Understanding consumer behaviour can help you crawl inside the mind of a customer and be more effective at marketing, design, packaging, product development, and every other initiative that impacts your buyer.

• Hours: 42
• Credits: 3
• Pre-Requisites:
• CoRequisites: