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 University of Calgary Calendar 2023-2024 COURSES OF INSTRUCTION Course Descriptions M Marketing MKTG
Marketing MKTG
MKTG 317 341 431 433 435 449 465 467 475 477 483 487 493 559 601 631 635 641 653 655 663 665 667 668 672 674 797 799
 

For more information about the Faculty offering these courses, see the Haskayne School of Business: haskayne.ucalgary.ca.
 
Senior Courses
 
Marketing 317       Foundations of Marketing
An introductory marketing course designed for management students to introduce the principles and practices of marketing. Topics will cover basic marketing concepts, societal issues, and the decision-making process of marketers in developing marketing strategies and plans. The focus of the course will be on the implementation of specific product, pricing, distribution and communication strategies for specific market situations.
Course Hours: 3 units; (3-0)
Prerequisite(s): Admission to the Haskayne School of Business, and 30 units including Strategy and Global Management 217.
Antirequisite(s): Credit for Marketing 317 and 341 will not be allowed.
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Marketing 341       Introduction to Marketing
An introductory marketing course designed for non-Management students to introduce the broad principles and practices of marketing from both an organizational and societal perspective. Topics will cover basic marketing concepts, societal issues, and the decision process of marketers in developing, pricing, promoting and distributing their products.
Course Hours: 3 units; (3-0)
Antirequisite(s): Credit for Marketing 341 and 317 will not be allowed.
Notes: Not available for credit towards the Bachelor of Commerce degree. Preference in enrolment is given to students who have declared a Management and Society Minor.
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Marketing 431       Retail Management
A strategic approach to the retail industry. Managing the retail operation, including site selection, store design, consumer behaviour in retail situations, buying, inventory management, and visual merchandising. The role of retailing in the global economy.
Course Hours: 3 units; (3-0)
Prerequisite(s): Admission to the Haskayne School of Business and Marketing 317.
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Marketing 433       Business-To-Business Marketing
Marketing management and theory applied to the purchase of products and services by organizations. Topics include industrial market dynamics, organizational buying behaviour, relationship development, technology, and the importance of innovation.
Course Hours: 3 units; (3-0)
Prerequisite(s): Admission to the Haskayne School of Business and Marketing 317.
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Marketing 435       Marketing Communications
Evaluations of the roles of various communication tools including advertising, sales promotion, personal selling and public relations.
Course Hours: 3 units; (3-0)
Prerequisite(s): Admission to the Haskayne School of Business and Marketing 317.
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Marketing 449       Sales Management
Strategic and managerial aspects of professional selling and sales force management. Topics include sales forecasting, recruitment, training, motivation, compensation and territory management, CRM, integration of technology, sales professionalism/ethics.
Course Hours: 3 units; (3-0)
Prerequisite(s): Admission to the Haskayne School of Business and Marketing 317.
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Marketing 465       Marketing Research
Understanding how to conduct and evaluate research for management decision making. Emphasis on research design, measurement concepts, sample design, field work, statistical concepts, data analysis and reporting research findings. Practical application by doing a field research study.
Course Hours: 3 units; (3-0)
Prerequisite(s): Admission to the Haskayne School of Business and Marketing 317.
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Marketing 467       International Marketing
A course on the environment and basic principles underlying the design and implementation of marketing strategies across national and cross-cultural boundaries. Topics will follow the decision process of international marketers in researching the environment, planning the entry strategy and designing their activities on product, distribution, promotion and pricing.
Course Hours: 3 units; (3-0)
Prerequisite(s): Admission to the Haskayne School of Business and Marketing 317.
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Marketing 475       Digital Marketing
Examination of specific digital strategies, tactics and platforms to understand the concepts of digital and interactive marketing. Topics include social media, user-generated content, mobile marketing and display advertising.
Course Hours: 3 units; (3-0)
Prerequisite(s): Admission to the Haskayne School of Business and Marketing 317.
Antirequisite(s): Credit for Marketing 475 and 559.02 will not be allowed.
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Marketing 477       Product Management
An in-depth examination of product management issues facing organizations. This includes strategic innovation, product portfolio, new product/service development, brand management, and diffusion of technology.
Course Hours: 3 units; (3-0)
Prerequisite(s): Admission to the Haskayne School of Business and Marketing 317.
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Marketing 483       Consumer Behaviour
Study of factors influencing consumer behaviour. Topics include consumer judgment and decision-making, persuasion, emotional, motivational, social, cultural and contextual influences on decision-making, as well as methods of gaining consumer insights.
Course Hours: 3 units; (3-0)
Prerequisite(s): Admission to the Haskayne School of Business and Marketing 317.
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Marketing 487       Services Marketing
Application of the managerial practices and theory related to services marketing. Topics include management and measurement of service quality, service recovery. The linking of customer measurement to performance measurement, and cross-function issues through integration of marketing with disciplines such as operations and human resources.
Course Hours: 3 units; (3-0)
Prerequisite(s): Admission to the Haskayne School of Business and Marketing 317.
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Marketing 493       Strategic Marketing
Marketing strategy is explored in the context of overall corporate strategy. Integrates the aspects of the market mix into formal planning systems. The focus of the course is on strategic responses to changing customer needs and competitive activities.
Course Hours: 3 units; (3-0)
Prerequisite(s): Admission to the Haskayne School of Business and 84 units including Marketing 317. 
Corequisite(s): or Prerequisite(s): Marketing 465.
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Marketing 559       Selected Topics in Marketing
Investigation of selected topics in Marketing.
Course Hours: 3 units; (3-0)
Prerequisite(s): Admission to the Haskayne School of Business and 54 units including Marketing 317. For certain topics, consent of the Haskayne School of Business will also be required.
Notes: For more information on topics and prerequisite requirements, see Class Notes in the Course Search.
MAY BE REPEATED FOR CREDIT
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Graduate Courses
 
Marketing 601       Marketing Management
An introductory course on marketing management with an emphasis on the marketing concept as the focus of business strategy. The decision variables as well as functional frameworks used by marketing managers are emphasized by concentrating on the relationship between business and consumers.
Course Hours: 3 units; (3-0)
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Marketing 631       Marketing Analytics
Developing and implementing marketing strategies driven by data analytic techniques. The course will integrate key marketing concepts with segmentation analytics and social media analytics.
Course Hours: 3 units; (3-0)
Prerequisite(s): Marketing 601.
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Marketing 635       Marketing Communications
Evaluation of strategic roles of a variety of communication disciplines - such as advertising, direct response advertising, sales promotion and public relations - and how companies combine those disciplines to provide clarity, consistency, and maximum impact.
Course Hours: 3 units; (3-0)
Prerequisite(s): Marketing 601.
Also known as: (formerly Marketing 735)
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Marketing 641       Business-To-Business Marketing
Management issues in the marketing of products and services to business, government and industrial customers. Topics include organizational buying behaviour, industrial market segmentation, demand analysis and sales forecasting, development and implementation of an industrial marketing mix.
Course Hours: 3 units; (3-0)
Prerequisite(s): Marketing 601.
Also known as: (formerly Marketing 741)
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Marketing 653       Consumer Behaviour
Study of factors influencing consumer behaviour. Topics include consumer judgment and decision-making, persuasion, emotional, motivational, social, cultural, and contextual influences on decision-making, as well as methods of gaining consumer insights.
Course Hours: 3 units; (3-0)
Prerequisite(s): Marketing 601.
Also known as: (formerly Marketing 761)
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Marketing 655       Marketing Research
Study of research as a process for gathering market information to aid problem solving. Steps in the research process reviewed include problem definition, research design, data collection, data analysis and report preparation.
Course Hours: 3 units; (3-0)
Prerequisite(s): Marketing 601.
Also known as: (formerly Marketing 763)
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Marketing 663       New Venture Marketing
Within the context of high-potential, high growth ventures, examines four pillars of new product/new business opportunity. How to create value for the customer, solve significant problems through product and service design, measure sustainable financial value, and assess fit of new ideas with entrepreneur/organization. Emphasis on discovering market opportunities and exploring product or service feasibility.
Course Hours: 3 units; (3-0)
Prerequisite(s): Marketing 601.
Also known as: (formerly Marketing 785)
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Marketing 665       Strategic Marketing
Strategic market planning in a corporate context. Developing marketing strategies and understanding implementation. Examining the market management process.
Course Hours: 3 units; (3-0)
Prerequisite(s): Marketing 601.
Also known as: (formerly Marketing 793)
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Marketing 667       International Marketing
Design and implementation of marketing strategies across countries. Focuses on the global marketing environment and decision issues on foreign market entry, local marketing and global management of marketing activities.
Course Hours: 3 units; (3-0)
Prerequisite(s): Marketing 601.  
Also known as: (formerly Marketing 795)
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Marketing 668       Seminar in Marketing Management
Intensive study and discussion of current literature and research with respect to selected, advanced topics in marketing.
Course Hours: 3 units; (3S-0)
Prerequisite(s): Marketing 601.
Also known as: (formerly Marketing 789)
MAY BE REPEATED FOR CREDIT
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Marketing 672       Strategic Marketing
Introduction to traditional marketing concepts such as segmentation, positioning, product development, and pricing. It also includes omnichannel marketing, permission and inbound marketing, personalization and customer relationship management, and content marketing.
Course Hours: 1.5 units; (3-1T)
Prerequisite(s): Admission to the Master of Management program.
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Marketing 674       Consumer Insights
Provides in-depth analysis of why consumers behave the way they do, with practical implications for the practice of marketing. Also examines different tools and techniques for uncovering consumer insights.
Course Hours: 1.5 units; (3-1T)
Prerequisite(s): Admission to the Master of Management program.
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Marketing 797       Advanced Seminar in Marketing

Course Hours: 3 units; (3S-0)
Prerequisite(s): Consent of the Haskayne School of Business.
MAY BE REPEATED FOR CREDIT
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Marketing 799       Doctoral Seminars in Marketing

Course Hours: 3 units; (3S-0)
MAY BE REPEATED FOR CREDIT
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