Marketing Management - Professional Sales

MKT-1143: Marketing Fundamentals

This introductory marketing course provides students with a comprehensive overview of the principles, concepts, and practices of marketing. Marketing plays a critical role in today's business landscape, helping organizations effectively connect with their target audiences, create value, and drive business success. This course explores the fundamental theories and techniques of marketing while also emphasizing the role of sustainability in creating long-term value for businesses, society, and the environment. Students are introduced to various marketing components, including consumer and business buying behaviour, customer segmentation, marketing research, product development, pricing, distribution, and integrated marketing communications.

FIN-1124: Finance Concepts for Marketing

This course outlines how financial measurements have become the key driver for sales and marketing in business today. Companies want to see a return on their investment in marketing whether it is in marketing campaigns, the channel or direct sales. At the same time, sales reps can gain competitive advantage by being able to explain the financial impact of their product or service to clients and prospects. The course looks at the financial value of Brand, and the need for finance and marketing teams to work together on building brand value. Brand value is the major driver of business value creation in today's competitive, interconnected and fast-moving environment. The trillion-dollar market values of companies like Apple, Amazon and Microsoft are based on brand value rather than tangible asset valuations. Marketing professionals need to have the tools to be able to defend against short-term actions such as cutting advertising, which can hurt brand value by lowering perceived quality and perceived value. In addition, many of the graduates majoring in marketing will secure entry-level positions in sales, often beginning careers dedicated to the sale of financial products; however, to be considered for these positions it is essential that the student have a basic understanding of financial concepts.

COM-3013: Professional Communications

This course is designed for international students with diplomas or degrees. It focuses on polishing communications skills acquired through one's academic career and workplace experience. Through various business writing and speaking scenarios, students learn Canadian business practices and communication styles. Close attention is paid to proper incorporation of the intellectual property of others to ensure academic integrity. Students will practice organized and dynamic speaking and will strive for polished business documents.

BUS-1883: Business Analytics

Strong computer skills are essential to finding Canadian employment in management and administration. This Business Analytics course introduces the use of data-driven techniques to identify and solve business problems. Students will learn key concepts of data analysis, from data collection and preparation to the application of predictive analytics models. Students develop skills in time management, self-discipline, and having an eye for detail by strengthening their ability to read and follow written instructions. Business Analytics is a course delivered using practical applications in the computer lab; through case studies and hands-on activities, students will learn to use Excel functionality more effectively in analyzing, interpreting, and visualizing data. Students will gain an understanding of the importance of data in today's business environment and will develop the skills necessary to identify, analyze, and utilize data for making better industry-specific decisions through case analysis.

SCU-1603: Fundamentals of Entrepreneurship

FUNdamentals of Entrepreneurship is a gamified business simulation where students assume the role of an entrepreneur pursuing their passion of selling clothing online and in their retail store. The player subcribes to the guidance of a business coach and will build a successful venture in a virtual neighbourhood. The player can upgrade their store and operations by completed learning modules and testing. Through self-paced gameplay, students learn important concepts from Finance, Human Resources, Marketing, Health and Safety, Risk Management and more. In the process, they acquire the skills to effectively run a company as they upgrade their operation by completing learning modules and quizzes. Each student has a unique playing experience via ingame customizations, such as avatar creation, and store design. All content is contained within the game - no textbook is required. Students who have successfully completed MAN-1183 are not eligible to take this course.

MKT-3503: Introduction to Digital Marketing

This course will introduce the ubiquitous world of digital marketing. Students will learn an array of channels under the digital umbrella namely - Search Engine Optimization, Pay-per-Click, Social Media Marketing, Content Strategy to name a few. There will also be an emphsis on web analytics and students will gain tactical knowledge of Google Analytics using the free demo account. By the end of the course, students will have a strategic overview of digital channels, customer engagement and practical knowledge of how the digital ecosystem works through case-studies and assignment work.

MKT-3403: Selling

This course is designed to provide students with an introduction to professional selling and the skills required to find success in relationship building and sales. Students are introduced to the many career alternatives available as well as the day-to-day expectations of a successful salesperson. The focus is to assist students develop their personal brand and strengthen their presentation, communication, and negotiation skills through role-playing, simulations, and applied learning exercises. Both traditional and digital prospecting methods are explored, along with the application of effective discovery, proposal creation, and problem resolution strategies, all in support of creating a customer relationship built on trust. Topics include goal setting, planning, time management, sales analytics, key performance indicator analysis, and customer relationship building. Students apply their learning in a simulated, professional business-to-business sales environment.

MKT-3103: Consumer Behaviour and Trends

Consumer behaviour is one of the most exciting areas in the study of marketing. Every day, a variety of media inform, persuade, and influence our purchase decision. These media compete with other stimuli for our attention and our hard-earned money. In studying consumer behaviour, students learn how marketers identify and work with these sources of influence, how we think and how we process information. Students also learn how their relationships with others and their dreams and aspirations help shape their product choices and purchase decisions. The evolving topic of sustainable consumption is discussed as brand accountability, legislation and governance continue to set the direction for more purposeful practices.

MKT-3353: Integrated Marketing Communications

In today's marketing world, there are more advertising contact points and specialized media competing for consumer's attention than ever before. To effectively break through the clutter, companies need to use a well-coordinated approach to selecting different promotional methods to differentiate their communication and present a consistent message to target audiences. This course introduces students to the concept of integrated marketing communications (IMC); a strategic planning process that helps companies identify the most appropriate and effective methods for communicating and building relationships with consumers. Students will learn the essential components of an IMC plan, including how to integrate advertising, sales promotions, public relations, direct marketing and digital media to maximize the impact of communications. Students will utilize this knowledge to build their own comprehensive marketing communications plan for a selected product or service.

PHL-1253: Ethical Leadership and Critical Decision Making

This interdisciplinary course combines insights from the field of business with social psychology and applied ethics to challenge students with an introspective look at some of today's most important ethical dilemmas. Students in PHL-1253 learn that the ethical standards employed by businesses and corporations ultimately concern the quality of human behaviours in those organizations. Human behaviour evolves from many influences: our past relationships, the ways we think and feel, how we respond to pressures in various social contexts, and how we deliberate in our daily thoughts and actions. Each of these influences is intimately involved with the quality of our ethical decision making.

MKT-3213: Business Intelligence I

This course introduces students to the constantly expanding world of secondary data research. This is the first of two research courses designed to develop research techniques and skills that meet the needs of today's business. Students develop their research technology skills by learning how to locate, evaluate, and qualify high-quality data. Students strengthen their ability critically interpret and evaluate the data collected and suggest potential trends and implications. An important focus of the course is learning to create appropriate tables, graphs, and infographics that aid in understanding and visualizing the data. Through a series of research assignments, students learn to craft high-quality written reports, presentations and infographics with accurate references and citations. Throughout the course, students are exposed to a wide variety of government, business, and economic information expanding their knowledge of the dynamic business environment.

JSS-1001: Job Search and Success

This course is designed to give the student an understanding of how to conduct a job search and how to succeed in the work place. This includes self-reflection, effectively designing a cover letter and resume, online job searches utilizing social media, behavioural based interviewing as well as marketing oneself effectively in a job interview. Job safety, successful work strategies and harassment and discrimination plan of action is also discussed.

Academic Break

MKT-4303: Strategic Sales and Sales Management

This course will explore the key concepts in Strategic Sales Management like Account Management, Territory management and Category Management. Students will learn how to estimate/forecast potential sales. By the end of the course, students will be able to apply the concepts integrating the sales planning process to the strategy of the company, by bridging the gap between strategy and sales.

MKT-4313: Business to Business Marketing

This course introduces students to the unique dynamic of business-to-business marketing and how it differs from business-to-consumer marketing. Students will understand the characteristics of a business consumer by analyzing the business-to-business environment, and reviewing organizational buying and buyer behaviour. Effective business-to-business marketing skills will be forged through the analysis of business strategy, market research, segmenting, targeting and positioning, understanding the needs of the business buyer, pricing, selling, branding and communicating in a business-to-business setting.

MKT-4103: Customer Relationship Management Tools

This course examines the principles, methods and strategies of customer relationship management (CRM) and effective customer interaction that creates a competitive advantage. CRM manages a company's interaction with current and potential customers by using data analysis about customers' history with the company to improve business relationships with customers. This improves customer retention and drives sales growth. An emphasis is placed on assessing customer needs and improving the organization's ability to meet those needs. The course looks at how to develop and implement a CRM strategy which uses systems to compile data from a range of different sources including a company's website, social media, telephone, email, chat bots and live chat. Through CRM, businesses learn more about their target audiences and how to best meet their needs. An emphasis is placed on identifying, interacting and retaining and maximizing profitable customers through customized products and services based on information derived through metrics, establishing customer loyalty and improved target marketing.

MKT-6203: Capstone Project - Marketing

This capstone course for Marketing Strategy is designed to help students apply the concepts they have learned in their Marketing program so far. This course is designed to give students a hands-on experience in market analysis, environment analysis, competitor analysis, product design, price setting, promotions decisions and placement strategy through a simulation that students will use as a supplementary material to complete their capstone project. This course will revisit crucial marketing theories from the past, introduce international marketing concepts that will aid in product launch decisions in the capstone project along with principles to include multi-channel digital marketing plan in their strategy.

BUS-5503: Entrepreneurship I

As the first of a two-part capstone, students use an entrepreneurial and project management approach to assess the viability and sustainability of a business idea. Students explore the United Nations 17 Sustainable Development Goals (SDGs) examining the role of businesses in addressing global challenges such as poverty, climate change, and inequality, by conducting a thorough research analysis and delivering a feasibility study for a new entrepreneurial venture. Students engage in team building, meeting strategies, and project planning activities that emphasize the importance of equity, diversity, and inclusion in fostering an inclusive learning environment. Students develop creativity, critical thinking, and problem-solving skills within the context of business entrepreneurship. These activities enhance leadership and communication abilities, essential for success in the business world.

MKT-4323: Customer Value Creation

Understanding what customers value has become imperative with organizations in these Pandemic times. This course takes a customer-centric path to explore the business and its operational environment. Every business has a number of data sources in the traditional and online environments and at every brand touchpoint that can be used to analyze customer preferences to create value and frictionless customer experiences. Students will identify sources of customer data and describe how to use these data sources to draw consumer insights. This course also explores the ethical issues that arise in value creation with a focus on marketing strategies.

CPL-1049: Work Term - Full-Time*

Co-operative education provides students with the opportunity to apply classroom learning to the workplace, undertake career sampling and gain valuable work experience that may assist students in leveraging employment after graduation. For further information regarding co-op, please refer to: https://www.lambtoncollege.ca/co-op_and_career/

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CPL-5559: WIL Project

Work Integrated Learning (WIL) Project is aimed at enriching students by connecting different program areas of study, cutting across subject-matter lines, and emphasizing unifying concepts. The focus of the WIL Project is to make connections between study and industry by engaging students in relevant and meaningful activities that are connected to and practiced within the professional workplace. WIL Project allows students to enhance and strengthen their employability prospects post-graduation by fine tuning skills and knowledge and meeting the expectations of today's employers. Students are required to attend the scheduled shifts in the WIL office, reporting to the WIL Supervisor. Weekly real-world challenges are presented in the WIL office, designed by industry professionals. In addition to the weekly assigned deliverables, students are also offered professional development sessions, and exposed to industry guest speakers, enhancing their opportunity to develop their professional network.