Marketing Management - Professional Sales

International

Course List

Term 1

MKT-1143: Marketing Fundamentals

This course introduces students to the foundations of successful marketing and prepares them for advanced marketing courses. The emphasis is on learning and applying marketing concepts in an ever-changing environment that is becoming more global in nature. Topics covered include the following: understanding the marketing environment, consumer and business behaviour, marketing intelligence, and the design and implementation of effective marketing strategies and marketing mix elements.

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 employment in management and administration. This course provides students with resources and guidance to develop skills in Microsoft Office Excel and apply data processing and data analysis to real world business scenarios. Students develop skills in time management, self-discipline, and having an eye for detail and improve their ability to read and follow written instructions. Business Analytics is a course delivered using practical hands-on applications in the computer lab, student self-assessments, and online resources all designed to provide flexibility in learning. This course prepares students for further opportunities to apply their spreadsheet skills and expand upon as they continue in their areas of study.

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.

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.

Term 2

MKT-3403: Selling

This course is designed to provide students with an introduction to the sales process, and it is intended to help students to develop their selling, communication, and negotiation skills in order to be successful in a sales career. Topics presented include the following: the steps in the selling process, ethical issues in selling, the importance of the sales function, and integrating technology in the sales process. Students also learn how to develop negotiation skills, establish successful customer relationships, and develop winning communication skills in a variety of presentation situations. This course is highly interactive, and each student will be expected to fully participate online. Each student will be required to prepare and deliver a sales presentation as a part of this course.

MKT-3103: Consumer Behaviour and Trends

Consumer behaviour is one of the most exciting areas in the study of marketing. Everyday, a variety of media inform, persuade, and influence our purchase decisions. These media compete with other stimuli for our attention and our hard-earned money. In studying consumer behaviour, students will learn how marketers identify and work with these sources of influence, how we think and how we process information. Students will also learn how their relationships with others and their dreams and aspirations help shape their product choices and purchase decisions.

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.

DIM-1334: Business Intelligence

This course is designed to develop research techniques and skills to meet the needs of digital marketing media. Students will identify and evaluate opportunities and potential roadblocks in the marketing and business development for an organization. This course will provide insight into how to use data and information to understand, evaluate and solution issues. Students will learn to gather, evaluate, analyze and report using various sources of data. Creating reports and charts and providing insights will be a key component of business intelligence.

MKT-3503: Sales Technology

Students will be introduced to how to leverage technology in order to strengthen sales and marketing as well as understand how these tools can bring value to customer relationship. Students will learn how to implement a measurable and repeatable approach to internet marketing which enables businesses to track customer relationships and assess the effectiveness of strategies. Internet and marketing tools such as social media, Google Analytics, Google AdWords, and search engine optimization will be discussed and the importance and benefits of integrating them together will be examined. Students will learn the advantages of sales force automation in improving sales productivity and win rates, while at the same time reducing, sell-cycle times and selling costs.

CPP-1001: Co-op Preparation

This course will provide students with employment preparatory skills specifically related to Co-operative Education. This will include understanding the Co-operative Education & Internship Policy, understanding the support system available through the Co-op and Career Services department, utilizing social media, preparing effective cover letters & resume as well as the fundamentals of behavioural based interviewing.

Academic Break

Academic Break

Term 3

MKT-4303: Sales Management

Students develop a strategic understanding of the sales management function in an organization. Through a project, students research and present a major sales leadership topic. Sample topics include: territory assignment, forecasting, leadership & motivation, ethical & legal issues, performance evaluation and effective team development. The course takes both a strategic and tactical perspective. Aligning a company's mission & vision, and go-to-market strategy to sales & marketing is important for making decisions around sales force size, organization and resource allocation. Tactical approaches discuss the motivation, compensation, territory alignment, channel harmony and evaluation of the salesforce. In addition to the group project and presentation, interactive lectures, case studies and simulations, videos, group work and guest speakers give students an opportunity to practice their relationship-building skills through role plays, presentations, discussions, and hands-on sales environments. This course will be especially helpful to those students who want to obtain a position in marketing, but realize that sales provides the best entry level position opportunities in most organizations.

MKT-4003: Customer Relationship Management

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-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.

BUS-5503: Entrepreneurship I

This course is designed to foster creativity, critical thinking, and utilize problem-solving skills as the first of two capstone courses for graduating Business Administration students. By using the entrepreneurial and project management processes, students are exposed to a variety of team-building, meeting and project-planning activities that improve leadership and communication skills. Students conduct a research analysis study and deliver a feasibility study based on a respective new venture or corporate project. Upon course completion, successful students will have developed a portfolio of work showcasing their business knowledge, skills and talents.

MKT-6103: Marketing Strategy

This course is develops the skills necessary for effective strategic marketing planning and decision making. Students develop a strategic understanding of the marketing function in an organization. Through a project students research and present a strategic marketing plan which incorporates the impact on the finances, return on investment and business goals of the organization. This plan is grounded in market research to support it. Aligning the company's mission and vision, and go-to-market strategy to marketing is important for making decisions around marketing spend, organization and resource allocation. Emphasis is on the ability to develop marketing strategies based on an understanding of market opportunities and corporate objectives. Developing an analytical approach in assessing the ever-changing internal and external environments in which a business operates is a key goal.

MKT-4323: Customer Value Creation

This course will focus on establishing relationship selling opportunities and creating value with relationship strategies. An emphasis will be placed on managing knowledge of the customer and market in order to communicate the value proposition to customers and create value in every sales opportunity. Students will learn how to leverage the customer value chain and how to create and manage a customer value plan.

Term 4

CPL-1049: Co-op 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: Applied Project

Work Integrated Learning Project is aimed at enriching student success by connecting different program areas of study, cutting across subject -matter lines, and emphasizing unifying concepts. The focus is on making connections, allowing students to engage in relevant, meaningful activities that are connected and practiced in real life. This will attempt to enhance and strengthen the student's employability prospects post-graduation by exposing them to skills and knowledge in demand from 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.

*In order to be eligible to participate in a full-time Co-op Work Term (CPL-1049) students must have a GPA of 2.8 or greater.

Failing to do so will require the students to enroll in CPL-5559 WIL Project at an additional cost to the student.

See the Additional Fees tab for current fees.

Program Maps

Students are required to follow their prescribed program map and are not allowed to take unscheduled breaks for any reason.

Current Students

Current students can view program maps from previous years on the mylambton website. 

You will need to login with your C# and password in order to access your program map.

Disclaimer

Lambton College reserves the right to alter information including admission requirements and fees and to cancel at any time a program or course; to change the location and/or term in which a program or course is offered; to change the program curriculum as necessary to meet current competencies or changes in the job market or for budgetary reasons; to change the pathways third-party certification bodies; or to withdraw an offer of admission both prior to and after its acceptance by an applicant or student because of insufficient applications or registrations, over-acceptance of offers of admission, budgetary constraints, or for other such reasons.  In the event Lambton College exercises such a right, Lambton College’s sole liability will be the return of monies paid by the applicant or student to Lambton College.


For more information, please contact the appropriate campus:

Toronto
416-485-2098
lambton@cestarcollege.com
Mississauga
905-890-7833 x 222
lambton@queenscollege.ca
Sarnia/Main Campus
international@lambtoncollege.ca

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