Note: This is the 2018–2019 eCalendar. Update the year in your browser's URL bar for the most recent version of this page, or .
Program Requirements
The Marketing concentration prepares the student for a wide variety of career opportunities. Marketing graduates historically have found employment in the fields of product management, advertising, sales management, marketing management, pricing, marketing research, distribution, and retailing. The Marketing concentration provides a balance between courses focusing on fundamental, theoretical, and "need to know'' material, and courses with a strong practical and applied orientation.
Required Courses (9 credits)
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MRKT 354 Marketing Strategy (3 credits)
Overview
Marketing : Designing marketing strategies that satisfy customer needs while accounting for competitive dynamics. The course combines readings with competitive simulation and in-class exercises to demonstrate the results of different marketing strategies.
Terms: Fall 2018, Winter 2019
Instructors: Ma, Yu (Fall) Dracopoulos, George (Winter)
Prerequisite: MGCR 352
Restriction(s): For students considering study away or an exchange, this course must be taken at McGill.
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MRKT 451 Marketing Research (3 credits)
Overview
Marketing : Theoretical techniques and procedures common in marketing research. Topics include: research design, sampling, questionnaire design, coding, tabulating, data analysis (including statistical techniques). Specialized topics may encompass advertising, motivation and product research; forecasting and location theory.
Terms: Fall 2018, Winter 2019
Instructors: Jo, Myung-Soo (Fall) Sarigollu, Emine (Winter)
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MRKT 452 Consumer Behaviour (3 credits)
Overview
Marketing : A study of basic factors influencing consumer behaviour. Attention is focused on psychological, sociological and economic variables including motivation, learning, attitude, personality, small groups, social class, demographic factors and culture, to analyze their effects on purchasing behaviour.
Terms: Fall 2018, Winter 2019
Instructors: Mukherjee, Ashesh (Fall) Han, DaHee (Winter)
Prerequisite: MGCR 352 or permission of Instructor and approval of the BCom Office
Restrictions: Restricted to U2 and U3 students.
Complementary Course (6 credits)
6 credits selected from:
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MRKT 351 Marketing and Society (3 credits)
Overview
Marketing : The social issues and concerns affecting marketing management are examined and the two way relationship between marketing and social change is explored. Particular attention is paid to consumerism, government regulation in marketing, corporate social responsibility, social marketing and marketing role in a conserve society.
Terms: Winter 2019
Instructors: Feigenbaum, Bonnie M (Winter)
Prerequisite: MGCR 352
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MRKT 355 Services Marketing (3 credits)
Overview
Marketing : Services are fleeting and involve direct contact between the supplier and the buyer. Inventories disappear every time an aircraft takes off or the night passes for an hotel. Yet services have become the largest sector in modern Western economy and their importance shows every sign of continuing to grow. This course focuses on the key differences between product and services marketing and the skills that are necessary for the services sector.
Terms: Fall 2018, Winter 2019
Instructors: Cyrius, Fabienne (Fall) Dellar, Mary (Winter)
Prerequisite: MGCR 352
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MRKT 357 Marketing Planning 1 (3 credits)
Overview
Marketing : Structured approach to developing a marketing plan, proceeding from corporate mission and objectives through to detailed marketing mix programs.
Terms: Fall 2018, Winter 2019
Instructors: Feigenbaum, Bonnie M (Fall) Gialloreto, Louis (Winter)
Prerequisite(s): MGCR 352
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MRKT 365 New Products (3 credits)
Overview
Marketing : New products will follow the new product introduction process from idea generation to post introduction. It will use ideas developed in marketing, production and policy. It will use cases and projects and will involve a real life new product project. In the average firm today, 40% of sales come from products not being sold five years ago. The ability of the firm to innovate is at the heart of long term success.
Terms: Fall 2018
Instructors: Gialloreto, Louis (Fall)
Prerequisite: MGCR 352
- MRKT 434 Topics in Marketing 1 (3 credits)
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MRKT 438 Brand Management (3 credits)
Overview
Marketing : Looks at the decisions a brand manager in a major consumer goods company takes. It examines, in particular, the breakdown of advertising and sales promotion expenditures. It looks at the short term nature of the decisions taken. It will concentrate on the vast amount of new information available to brand managers today, especially in the form of scanner data.
Terms: Fall 2018, Winter 2019
Instructors: Mackalski, Robert (Fall) Mackalski, Robert; Cyrius, Fabienne (Winter)
Prerequisite: MGCR 352
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MRKT 440 Marketing Analytics (3 credits)
Overview
Marketing : Analytic techniques available to marketing managers including practice with actual data sets to use the techniques. Topics covered will include customer and product analytic models, digital marketing, and marketing resource allocation.
Terms: This course is not scheduled for the 2018-2019 academic year.
Instructors: There are no professors associated with this course for the 2018-2019 academic year.
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MRKT 453 Integrated Mktg Communications (3 credits)
Overview
Marketing : Elements of an integrated marketing communications plan that engages consumers across different touch points, and achieves the communication objectives of the brand.
Terms: Fall 2018, Winter 2019
Instructors: Vakratsas, Demetrios (Fall) Vakratsas, Demetrios; Cyrius, Fabienne (Winter)
Prerequisite(s): MGCR 352
Note: Continuing Studies section-check Calendar
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MRKT 455 Sales Management (3 credits)
Overview
Marketing : Responsibilities of the sales manager as they relate to the sales force. These include the selection of process, training alternatives, compensation and incentive plans, supervision and evaluation and budgeting and forecasting. Case studies and discussions of sales force models are used.
Terms: Fall 2018
Instructors: Dracopoulos, George (Fall)
Prerequisite: MGCR 352
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MRKT 456 Business to Business Marketing (3 credits)
Overview
Marketing : Decision-making and management of the marketing effort in a business to business (b-to-b) context, including the b-to-b marketing system; b-to-b purchasing; researching the b-to-b market; product, price distribution, selling and advertising decisions; strategies for business markets.
Terms: This course is not scheduled for the 2018-2019 academic year.
Instructors: There are no professors associated with this course for the 2018-2019 academic year.
Prerequisite: MGCR 352
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MRKT 459 Retail Management (3 credits)
Overview
Marketing : Principles and methods of marketing management as applied to retailing, including strategy and tactics: market structure; consumer behaviour; competition; financial management; human resources planning; promotion; presentation; merchandising; operations; pricing; planning and attaining retail profits. Lectures, text material, outside reading, planned retail visiting, cases.
Terms: Fall 2018
Instructors: Lamothe, Marie Josee (Fall)
Prerequisite: MGCR 352
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MRKT 483 International Marketing Management (3 credits)
Overview
Marketing : Marketing management considerations of a company seeking to extend beyond its domestic market. Required changes in product, pricing, channel, and communications policies. Attention to international trade and export marketing in the Canadian context.
Terms: Fall 2018
Instructors: Etemad, Hamid (Fall)
Desautels Faculty of Management—2018-2019 (last updated Aug. 22, 2018) (disclaimer)
