Applied Marketing Models

If you are planning for a Marketing or Management Consulting career, this course is a must!

Course: MGTD30: (Wednesdays, 11-1 pm)

Prerequisites: MGTB04H3 & [ECMB11H3/ECMB12H3] OR (ECMB09Y3) ] OR STAB27.

The forces and dynamics of today’s market are making the marketing task more complex and competitive. In this context, a successful marketing plan involves complementing the basic elements of marketing mix, with analyzed data, and appropriate models and simulations incorporated in a consistent and professional way. For students considering a career in marketing, the fundamentals learned in basic marketing courses are no longer enough to excel in the field. Marketing is not only an “art” but also a “science”.

This course reviews the “science” side of marketing by studying multiple models used by companies and consulting firms in the different steps of the marketing process. The marketing consulting approach provides a deeper understanding of the process that supports marketing management decisions. This is of benefit not only for students following a marketing consulting path, but also for students joining marketing departments of Canadian (or American) firms. To enhance the learning experience the course will be strongly based on software applications that offer hands on exposure to real life corporate applications.

The hands on applications of marketing models provide the students a great toolbox to take with them. The emphasis will be on understanding and applying the models rather than on deriving equations. This course will also require students to have basic knowledge of Microsoft Excel.

Be sure to check out the Registrar's Office eNewsletter for information on course registration, OSAP, computer and e-mail accounts, textbooks, student cards and much more.