Business Administration - Marketing Ontario College Advanced Diploma

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  • Practical experience
    A Community Consultants option is available by special application where selected students with strong interest in practical applied experience can substitute two courses in either the fall or winter semester to focus exclusively on community based marketing experiences. The first two years of the Business-Marketing program have optional co-op.
  • Academic title
    Business Administration - Marketing Ontario College Advanced Diploma
  • Course description
    Level 1    Credits
    Take all of the following Mandatory Courses:
    • ACCT-1004    Principles of Accounting 1     4.00
    • WRIT-1032    Reason & Writing - Business 1     3.00
    • MKTG-1012    Principles of Marketing I     3.00
    • MATH-1052    Business Math     3.00
    • BUSI-1060    Strategies for Success     1.00
    • BUSI-1005    Introduction to Business Processes     3.00

    Level 2    Credits
    Gen Ed - Take a 3 credit General Education elective course
    Take all of the following Mandatory Courses:
    • ECON-1019    Contemporary Issues in Economics     3.00
    • MKTG-1027    Principles of Marketing II     3.00
    • MKTG-1013    Retail Merchandise Management I     3.00
    • MKTG-1020    Marketing Presentations     2.00
    • COMP-3077    Excel for Business-Adv     3.00

    Level 3    Credits

    Take all of the following Mandatory Courses:
    • COMM-3020    Professional Communication     3.00
    • MKTG-3001    Principles of Advertising     4.00
    • MKTG-1028    Secondary Market Research     3.00
    • MKTG-3007    Selling Fundamentals     4.00
    • MGMT-3054    Retail Management     3.00
    • MKTG-3022    Graphic Design     3.00

    Level 4    Credits
    Gen Ed - Take a 3 credit General Education elective course
    Take all of the following Mandatory Courses:
    • MGMT-3011    Project Management     3.00
    • COMP-3054    Desktop Publishing     3.00
    • MGMT-1021    Small Business Management I     3.00
    • MKTG-3023    Strategic Marketing     2.00
    • MATH-1080    Statistics for Marketing     3.00
    • MGMT-3041    Organizational Behaviour     3.00

    Year 3 (Level 5 - 6)    Credits
    Take all of the following Mandatory Courses:
    • MGMT-5005    Global Marketing     3.00
    • MGMT-5007    Primary Market Research     4.00
    • COMP-5046    Web Design     4.00
    • MGMT-5016    Consumer Behaviour     3.00
    • MKTG-5002    Direct Marketing     3.00
    • MGMT-5037    Search Engine Marketing & Emerging Media     3.00
    • MGMT-5046    Sales Management     3.00
    • MGMT-5047    Event Marketing     3.00
    • MGMT-5034    Strategic Policy & Planning     3.00

    Year 3 - Add'l Req
    Take 1 of the following groups:

    Group 1
    • MKTG-5001    Business-To-Business Marketing     3.00
    • MGMT-5002    IMC-Integrated Mktg Communications 1     3.00

    Group 2
    • MGMT-5038    Community Consultancy 1     6.00

    Year 3 - Add'l Req
    Take 1 of the following groups:

    Group 1
    • MGMT-5045    Product & Channel Management     3.00
    • MGMT-5022    Not-For-Profit Marketing     3.00

    Group 2
    • MGMT-5039    Community Consultancy 2     6.00

    Gen Ed - Electives
    Take 6 General Education Credits -
    Normally taken in Levels 2 and 4

    ACCT-1004 -  Principles of Accounting 1

    This course introduces the student to the subject of Accounting and is designed to teach the student an essential life skill. The course focuses on the concept of accounting and its connection to students’ financial well being. The student will learn a basic understanding of accounting and its importance to business success.

    BUSI-1005 -  Introduction to Business Processes

    The purpose of this course is to explore the various functional areas of business in Canada and to demonstrate the interrelationship among these areas. Students are introduced to many concepts, including major business trends, the role of government in business, marketing, operations, employee-management issues, financial resources management, business ethics, social responsibility and community-related philanthropy.

    BUSI-1060 -  Strategies for Success
    This course presents and helps to develop some of the skills required to achieve college and career success. Areas of focus include: goal-setting, time management, note-taking from texts and lectures, study skills, test preparation strategies, and managing college life.

    COMM-3020 -  Professional Communication
    This course develops students’ literacy and professional communication skills. Students focus on key issues and convey relevant meaning in oral and written formats. Main topics include writing in a variety of short report and other relevant business documents (like letters, memos, short reports); communicating in groups (including meetings); awareness of multicultural communication and diverse audiences; the job search (including résumés and cover letters); business rhetoric in speaking and writing; summarizing and evaluating current business-related readings; delivering oral presentations; researching and documenting research reports applying an acceptable documentation style to written material; and self-editing skills. Students use a computer lab for writing assignments throughout this course.

    COMP-3054 -  Desktop Publishing
    Students will design flyers, ads or other publications using Adobe in Design. Students will be introduced to broad concepts such as handling type, images and colour. Basic design principles used by professional graphic artists will be reviewed and put into terms that everyday people can understand and relate to. The different levels of publications, from basic to advanced professional, and what software and technology is appropriate for success at each level will be covered.

    COMP-3077 -  Excel for Business-Adv
    Modern spreadsheet programs perform far beyond simple number crunching. The functionality of Microsoft Excel continues to move the application into new venues such as visual interactive data presentations or sales proposals. Given the now commonplace nature of the program, it is crucial that all business minded professionals have a comprehensive knowledge of MS Excel. In this course, you will observe, practice, and apply MS Excel 2003 at the expert level. The textbook is approved courseware for the Microsoft Office Specialist (MOS) certification program. Upon successful completion of this curriculum, students will be trained in MS Excel 2003 at the highest attainable MOS achievement level. MOS testing is available at certified testing centers across Canada.

    COMP-5046 -  Web Design
    Vinton Cerf, the chief Internet evangelist for Google, has stated that the World Wide Web is based on a layered, end-to-end model that allows people at each level of the network to innovate free of any central control. The result is a platform for innovation where years become months and months become weeks. In an environment that continues to evolve at an almost exponential rate, the modern marketer plays a key role in the design, construction, and maintenance of a website. The sheer number of Internet users worldwide, now over one billion, does not guarantee the exposure of a website; that is the marketer’s job. The knowledge base acquired from the completion of this curriculum is no longer specific to IT or web design careers. In this course, marketing students will learn to create and dissect the main component of an SEM campaign: the website. Basic to advanced construction techniques and coding language will be taught using both Notepad and Macromedia Dreamweaver. Students will also acquire skills related to server communication, advanced file management for web storage, planning and promotion of an online presence, and a variety of page functionality and design techniques often used with marketing and e-commerce websites. To further enhance the student’s skill set, basic Internet graphic optimization will also be taught using Macromedia Fireworks. The content in this course is congruent with the content from the SEMPO Institute’s SEM certification that students cover in MGMT-5037. Five chapters of this certification will be completed in this course. Additionally, as an ongoing and culminating project in this course, students will design, create, publish, and manage a marketing website.

    ECON-1019 -  Contemporary Issues in Economics

    This course introduces students to the structure and function of our economic system. The course will develop an understanding of the principles of both micro and macroeconomic activity through modeling and analysis. Students will examine the role that households (consumers), industry (producers) and governments play in a modern economic system and how the decisions by these different levels affect all of our lives. The course is structured to provide insight through lectures, discussions and current events.

    MATH-1052 -  Business Math

    This course provides a review of basic arithmetic and algebra as well as providing students with mathematical tools and concepts needed for other college courses and in future employment. This course is to prepare students for later courses in Marketing, Business, Financial Planning, Accounting, Purchasing and Insurance.

    MATH-1080 -  Statistics for Marketing

    This course is designed to provide students with an understanding of statistics. It includes regression analysis, probabilities and distributions, sampling, statistical estimation, and hypotheses testing. These statistical measures will evaluate quantitative and qualitative data from marketing surveys. Data analysis is part of the marketing research process and will prepare the student for the use of the computerized data analysis program (SPSS).

    MGMT-1021 -  Small Business Management I
    Self-employment is a career alternative to wage employment. The central focus of this course is on entrepreneurship – its characteristics, opportunities and challenges. The preparation of a business plan is used as a learning tool to give students a broad understanding of its purpose, content, and value in ongoing business development. In-depth coverage shall be given to: market potential determination, product development acquiring seed and growth capital, organization of the new enterprise. Emphasis shall be given to decision making skill development, and financial management strategies and templates used to measure or project the health of any business.

    MGMT-3011 -  Project Management
    Project management is about meeting unique challenges. Project management involves understanding and managing the relationships between people and technology, and the scarce resources of time and money. This course will provide practical theories for the successful development, implementation and evaluation of projects to meet the strategic and operational goals/objectives of an organization. Students will be introduced to a variety of principles, practices, tools and resources they can use to manage both workplace and personal projects

    MGMT-3041 -  Organizational Behaviour

    Whether working in private/public sectors, profit or not-for-profit institutions, OB theories apply to everyone. This course investigates how individuals, groups and structure affect behaviour within organizations. Discussions include: history of OB, evolution of organizational structure, design and culture; work place productivity, employee skills and technology demands; conflict resolution; interpersonal skills; legislation as it relates to workplace discrimination and harassment; leadership; manage change and power/politics.

    MGMT-3054 -  Retail Management
    Canada ranks third in the world in consumer spending, making retail management critical in the Canadian economy. This course discusses the management principles, concepts and modern practices related to the field of retail management. Special emphasis is placed on the theoretical concepts and practical applications required to make managerial decisions in a retail environment. Everything from location analysis to operations and image will be examined.NOTE: Prior credit in MKTG-1013 would be beneficial for the successful completion of this course.

    MGMT-5002 -  IMC-Integrated Mktg Communications 1

    MKTG3001 provided the student with a high-level overview of integrated marketing communications. This course will review specific integrated marketing communication (IMC) tools/tactics (advertising, sales promotion, public relations, personal selling, sponsorships, event marketing and direct response communications) and focus on IMC as a process for planning, executing and monitoring the brand messages that create customer relationships; with the ultimate goal of achieving greater success in the marketplace. Analytical and decision-making skills are developed as students practice and evaluate IMC in a North American context.

    MGMT-5005 -  Global Marketing
    Global Marketing is one of the most important and rapidly evolving fields in management. With rapid technological developments in communication and transportation, and the new regional and global economic bodies and trade partnerships, business organizations today are both faced with new challenges and at the same time presented with new global opportunities. This course will draw on previously acquired marketing skills and introduce new skills applicable to the global marketplace.

    MGMT-5007 -  Primary Market Research

    The course leads students through the steps of primary market research problem formulation, research design, data collection, data analysis and the reporting of the research results. The course deals predominantly with primary research (the creation of new data specific to the marketer's problem). Students will complete a primary market research project and report for a community-based client.

    MGMT-5016 -  Consumer Behaviour
    This course focuses on two perspectives on consumer behaviour. The course helps students understand how consumers are influenced so that as marketers, they can develop marketing strategies to meet consumer needs. The course also acquaints students with what it means to be a consumer in a market-oriented society. MGMT5016 studies why people buy things and how products, services and consumption activities contribute to the broader social world. Ethical issues regarding marketing practices and consumption are addressed throughout the course. Students will complete projects using consumer behaviour theory and research to develop marketing tactics.

    MGMT-5022 -  Not-For-Profit Marketing
    This course emphasizes the interrelationships between a not-for-profit organization's marketing policies and its overall mission, values, goals, capabilities, and environment. Topics include the attitudes and behaviours of clients, fundraising and resource development, recruiting and working with volunteers, and preparing a marketing plan for the not-for-profit sector.

    MGMT-5034 -  Strategic Policy & Planning

    Strategic management is a field of inquiry that focuses on the organization as a whole and itsinteractions with its environment. Strategy and policy are the means by which the functional units arebound together to produce a synergistic effect that will influence outcomes for the organization.This course explores the four basic elements of strategic management: environmental scanning, strategy formulation, strategy implementation and evaluation, and control. This course will provide a bridge in the gap between theory and practice by applying concepts and techniques learned in earlier courses covering marketing, accounting, finance, management, production and information systems.

    MGMT-5037 -  Search Engine Marketing & Emerging Media

    "If you build it, they will come" does not apply to e-business. 70% of all online transactions originate from a search query so being found on the internet should be a top priority in any e-commerce strategy. In the US alone, over 10 billion search engine queries are executed each month. Any business whose target market is likely to search should be visible on the search engine results page (SERP) whether they are selling online or not. Search engine marketing (SEM) is an effective way of being found and it’s how Google makes its billions. In fact, Google reported revenue of $16.6 billion in 2007. Over 98% of their revenue is generated through paid placement advertising. SEM involves selecting and organizing relevant keywords, crafting pay per click advertising copy, designing effective landing web pages, creating and monitoring a bidding structure that maximizes ad exposure within a given budget, monitoring performance against a variety of metrics, and adjusting copy, websites, and bids accordingly. SEM is one of the most cost effective ways to advertise today. It’s measurable, accountable and highly targeted. More and more organizations today are redistributing marketing dollars to include search engine advertising. In fact, worldwide search engine paid placement expenditures reached $8.7 billion US in 2007 – up 30% over 2006 figures.In this course, students will create and run a live SEM campaign for a client in industry using advertising credits provided by Google. Other emerging media course topics include: blogging, video sharing websites, mobile marketing, local search marketing, social networking sites, and search engine optimization.

    MGMT-5038 -  Community Consultancy 1
    This course will employ students in the pursuit of helping real businesses in our local community solve problems or realize opportunities. Community Consultants is a business consultancy operated by Fanshawe's School of Business and Management. The service gives students the opportunity to gain real-world employability skills and to build a portfolio add gives clients the opportunity to add value to their business while contributing to the community. At the discretion of the Chair of the School Business and Management, the Course (MGMT 5038) will be substituted for two current courses in each student's timetable.MGMT 5001 - Business to Business MarketingMGMT 5002 - IMC Integrated Marketing Communications 1The core concepts and Learning Outcomes of the two submitted courses will become part of the Learning Outcomes for the Community Consultancy (MGMT 5039).

    MGMT-5039 -  Community Consultancy 2
    This course will employ students in the pursuit of helping real businesses in our local community solve problems or realize opportunities. Community Consultants is a business consultancy operated by Fanshawe's School of Business and Management. The service gives students the opportunity to gain real-world employability skills and to build a portfolio add gives clients the opportunity to add value to their business while contributing to the community. At the discretion of the Chair of the School Business and Management, the Course (MGMT 5038) will be substituted for two current courses in each student's timetable.MGMT 5001 - Business to Business MarketingMGMT 5002 - IMC Integrated Marketing Communications 1The core concepts and Learning Outcomes of the two submitted courses will become part of the Learning Outcomes for the Community Consultancy (MGMT 5039).

    MGMT-5045 -  Product & Channel Management

    The core business functions within a company are operations, finance and marketing. This course will emphasize the cross-functional role of operations in both service and manufacturing industries, with a primary focus on the issues that relate more closely to the marketing department. Topics will include operational strategy and the impact on customer satisfaction, forecasting, new product development, service delivery, process management, quality control, strategic facilities layout and capacity decisions, channel management inventory, and supply chain management, including "just-in-time" concepts. This course combines the art of efficiency and effectiveness with the goal to improve productivity, profitability and relationships with customers and channel members.

    MGMT-5046 -  Sales Management
    This course will build upon and enhance student skills and knowledge learned in fundamental sales courses. The purpose of this course is to use a strategic and consultative sales model to develop and manage customer relationships effectively as they relate to Business to Business (B2B) environments. In addition, students will study current sales management issues such as territory and time management, sales compensation and incentive systems, prospecting and qualifying sales leads and sales training methods. Learning will be derived from in-class lectures, in-class activities, group presentations, role playing, learning objects and online assignments. Students will learn and use techniques specific to Business to Business sales management to deliver realistic sales presentations. Use of a laptop computer is paramount for a quality learning experience in the classroom setting.

    MGMT-5047 -  Event Marketing
    This course introduces students to the principles, concepts and steps involved in evaluating event and sponsorship opportunities as part of the integrated marketing communications plan. The focus is on strategically planning events and sponsorship to be used as an experiential marketing and lead generation tool. Students will be introduced to project management skills needed to research, design, plan, market, coordinate and evaluate a professional event. The special needs of different types of events will be discussed. In small teams, students will develop a complete IMC plan for an event, including event planning details.

    MKTG-1012 -  Principles of Marketing I
    This course is designed to provide an overview of the decisions that face Marketers in today's fast-paced and competitive business environment. Students will learn that marketing is not only advertising but a broad set of activities designed to satisfy consumer needs and wants. Students begin by examining the information Marketers require for effective decision-makingin order to develop effective marketing strategies. Students will then study product planning, channel system management, integrated communications and pricing policies.

    MKTG-1013 -  Retail Merchandise Management I

    This course introduced students to various concepts and calculations related to profitable merchandising. The course will introduce fundamental principles and techniques of merchandising mathematics that can be applied to solve specific retail merchandising problems. With retail businesses having a major role to play in the economy, the concepts presented will assist management to properly price, discount, and value inventory. NOTE: Basic mathematical skills are required in order for the student to be successful.

    MKTG-1020 -  Marketing Presentations

    Winning marketers survive on effective presentation techniques. A brilliant idea, an incredible story, even a guaranteed cure for male baldness, can all be lost in obscurity without a skilled delivery of a well-crafted message. This course, by providing the proper building blocks for a marketing presentation, will enable you, the student, to successfully craft and deliver this message in a variety of business situations. Never was there a more perfect training platform to foster your success in front of a large audience or even in a job interview. To develop these skills, each student will prepare and deliver multiple marketing presentations in front of their peers. A thorough exploration of proven practices will take place to aid in the creation of your presentation content. A myriad of basic visual and design techniques will also be introduced to demonstrate the importance of these concepts to marketing presentations in a variety of real world settings. Lastly, the use of multimedia tools and presentation software will be analyzed for its ability to integrate visual and textual information into presentations. As you create a culminating presentation for this course, a comprehensive study of Microsoft PowerPoint will be undertaken at the expert level.

    MKTG-1027 -  Principles of Marketing II
    Principles of Marketing II resumes where principles of Marketing I finished and covers the fundamentals of marketing in more depth. Designed for Business Marketing students, the course will test students' ability to synthesize data, analyze ambiguous information, and make decisions through chapter case studies. Students are exposed to in-depth decision making challenges related to ethical dilemmas in marketing, brand management, logistics, pricing and integrated marketing communications. The practical component of the course involves the assembly of a complete marketing plan.

    MKTG-1028 -  Secondary Market Research
    This course provides an introduction to marketing research. It focuses on the collection, analysis and reporting of secondary data (data that has already been published) for planning, evaluating and improving marketing programs. Secondary data is used to answer questions about the size and segmentation of markets, competitor strategies, media effectiveness and changing customer needs. Students will be introduced to paper-based, database and Internet sources of marketing data and information and will complete a research project.

    MKTG-3001 -  Principles of Advertising
    This course examines the role of advertising media and promotions in Marketing and explores the concept of integrated marketing communications. Students are provided with an overview of advertising and promotion and its role in modern marketing. Students will explore various ways of delivering messages to a target audience. Planning and development of an IMC CAMPAIGN FOR A REAL BUSINESS CLIENT will be a key focus of this course.

    MKTG-3007 -  Selling Fundamentals
    A course to demonstrate skills of selling such as: awareness of buyer behaviour, ability to organize an effective sales presentation, ability to present an effective sales presentation and comprehension of skills and attitudes essential to the successful salesperson.

    MKTG-3022 -  Graphic Design
    This course is designed to give you a solid foundation in the world of graphic design. You'll be introduced to broad concepts such as handling type, images, and color. You will learn how to create, manipulate, and retouch photos using the industry-leading software, Adobe Photoshop. With Adobe Illustrator you will learn how to create artwork for illustrations, logos, stationery, and page layouts, using this vector based application.

    MKTG-3023 -  Strategic Marketing

    This fourth-semester course is designed to help students pull together the marketing theory and tactics learned in previous courses in the program and apply their knowledge in a simulated business environment. Working in teams, students are required to analyze economic, competitive, consumer and financial data to make target segment and marketing mix decisions. Students manage a company in an online simulation to meet customer needs and maximize profits in competition with other teams in the class.

    MKTG-5001 -  Business-To-Business Marketing
    Business to Business Marketing is one of the fastest growing marketing disciplines in the Canadian business marketplace. This course emphasizes strategies, principles and concepts of marketing to business customers rather than to end consumers. The student will study the differences between business to business marketing and consumer marketing and the implications of these differences to developing successful marketing strategies.

    MKTG-5002 -  Direct Marketing
    Direct Marketing has been one of the fastest growing marketing disciplines in Canada since 1980. It continues to grow and evolve as technology and consumer and business needs to evolve. This course emphasizes strategies and implementation tools for effective direct marketing in both consumer and business to business marketing. The student will study types of direct marketing, component of successful direct marketing campaign

    WRIT-1032 -  Reason & Writing - Business 1
    This course will introduce business students to essential principles of reading, writing, and reasoning at the postsecondary level. Students will identify, summarize, analyze, and evaluate multiple short readings and write persuasive response essays to develop their vocabulary, comprehension, grammar, and critical thinking. This course will also introduce students to selected business terms.

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