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Bachelor of Commerce (B.Com.) — Major Marketing (30 credits)

Offered by: Management     Degree: Bachelor of Commerce

Program Requirements

Mentors: Please consult the Bachelor of Commerce website at: http://www.mcgill.ca/desautels/programs/bcom/academics/courseinfo

This 30-credit Major is designed to provide students with a strong background in marketing to prepare them for the wide variety of marketing careers available. The Major is most appropriate for those students seeking a career in brand management, small business marketing, selling and sales management, and business-to-business marketing.

Required Courses (15 credits)

  • MRKT 354 Marketing Management 2 (3 credits)

    Offered by: Management (Desautels Faculty of Management)

    Overview

    Marketing : The decision areas in marketing. Emphasis on the use of marketing theory and concepts in the solution of realistic marketing problems. Decision making in a marketing context using cases, some of which will be computer assisted, and readings.

    Terms: Fall 2014, Winter 2015

    Instructors: George Dracopoulos, Billy Mandelos (Fall) Min Ha Hwang (Winter)

    • Prerequisite: MGCR 352
  • MRKT 357 Marketing Planning 1 (3 credits)

    Offered by: Management (Desautels Faculty of Management)

    Overview

    Marketing : Marketing Planning is designed as a capstone to previous marketing courses; Structured approach to developing a marketing plan, proceeding from corporate mission and objectives through to detailed marketing mix programs. Lectures, discussions and cases. A field project provides marketing planning experience.

    Terms: Fall 2014, Winter 2015

    Instructors: Ronald Duerksen (Fall)

    • Prerequisites: MRKT 354, MRKT 451, and MRKT 452 (Continuing Studies: or Departmental approval)
    • Restriction: Management: U3 students only
  • MRKT 451 Marketing Research (3 credits)

    Offered by: Management (Desautels Faculty of Management)

    Overview

    Marketing : Theoretical techniques and procedures common in marketing research. Topics include: research design, sampling, questionnaire design, coding, tabulating, data analysis (including statistical techniques). Specialized topics may encompass advertising, motivation and product research; forecasting and location theory.

    Terms: Fall 2014, Winter 2015

    Instructors: Myung-Soo Jo (Fall) Min Ha Hwang (Winter)

    • Prerequisites: MGCR 352 and MGCR 271
  • MRKT 452 Consumer Behaviour (3 credits)

    Offered by: Management (Desautels Faculty of Management)

    Overview

    Marketing : A study of basic factors influencing consumer behaviour. Attention is focused on psychological, sociological and economic variables including motivation, learning, attitude, personality, small groups, social class, demographic factors and culture, to analyze their effects on purchasing behaviour.

    Terms: Fall 2014, Winter 2015

    Instructors: Ashesh Mukherjee (Fall) Anne-Sophie Chaxel (Winter)

    • Prerequisite: MGCR 352
  • MRKT 453 Advertising Management (3 credits)

    Offered by: Management (Desautels Faculty of Management)

    Overview

    Marketing : Surveys advertising and promotion in Canadian context. Examines activities as they relate to advertisers, the advertising agency and media. Stresses advertising by objectives as the approach to developing strategy and tactics. Real examples from current campaigns are the focal point of class discussions.

    Terms: Fall 2014, Winter 2015

    Instructors: Robert Mackalski (Fall) Robert Mackalski (Winter)

    • Prerequisite: MRKT 452
    • Prerequisite (Continuing Studies): MGCR 352; MRKT 452 or Departmental approval
    • Note: Continuing Studies section-check Calendar

Complementary Courses (15 credits)

Five courses selected from:

  • BUSA 464 Management of Small Enterprises (3 credits)

    Offered by: Management (Desautels Faculty of Management)

    Overview

    Business Admin : The distinctive characteristics, risks, opportunities and rewards inherent in the ownership and management of a small enterprise. It will assist students in judging the appropriateness of an entrepreneurial career and in selecting and timing a specific venture.

    Terms: Fall 2014

    Instructors: Gary Whittaker (Fall)

    • Prerequisite: MGCR 341
  • MRKT 351 Marketing and Society (3 credits)

    Offered by: Management (Desautels Faculty of Management)

    Overview

    Marketing : The social issues and concerns affecting marketing management are examined and the two way relationship between marketing and social change is explored. Particular attention is paid to consumerism, government regulation in marketing, corporate social responsibility, social marketing and marketing role in a conserve society.

    Terms: Winter 2015

    Instructors: There are no professors associated with this course for the 2014-2015 academic year.

    • Prerequisite: MGCR 352
  • MRKT 355 Services Marketing (3 credits)

    Offered by: Management (Desautels Faculty of Management)

    Overview

    Marketing : Services are fleeting and involve direct contact between the supplier and the buyer. Inventories disappear every time an aircraft takes off or the night passes for an hotel. Yet services have become the largest sector in modern Western economy and their importance shows every sign of continuing to grow. This course focuses on the key differences between product and services marketing and the skills that are necessary for the services sector.

    Terms: Fall 2014, Winter 2015

    Instructors: Mary Dellar (Fall)

    • Prerequisite: MGCR 352
  • MRKT 365 New Products (3 credits)

    Offered by: Management (Desautels Faculty of Management)

    Overview

    Marketing : New products will follow the new product introduction process from idea generation to post introduction. It will use ideas developed in marketing, production and policy. It will use cases and projects and will involve a real life new product project. In the average firm today, 40% of sales come from products not being sold five years ago. The ability of the firm to innovate is at the heart of long term success.

    Terms: Winter 2015

    Instructors: There are no professors associated with this course for the 2014-2015 academic year.

    • Prerequisite: MGCR 352
  • MRKT 438 Brand Management (3 credits)

    Offered by: Management (Desautels Faculty of Management)

    Overview

    Marketing : Looks at the decisions a brand manager in a major consumer goods company takes. It examines, in particular, the breakdown of advertising and sales promotion expenditures. It looks at the short term nature of the decisions taken. It will concentrate on the vast amount of new information available to brand managers today, especially in the form of scanner data.

    Terms: Fall 2014, Winter 2015

    Instructors: Robert Mackalski (Fall) Robert Mackalski (Winter)

    • Prerequisite: MGCR 352
  • MRKT 455 Sales Management (3 credits)

    Offered by: Management (Desautels Faculty of Management)

    Overview

    Marketing : Responsibilities of the sales manager as they relate to the sales force. These include the selection of process, training alternatives, compensation and incentive plans, supervision and evaluation and budgeting and forecasting. Case studies and discussions of sales force models are used.

    Terms: Fall 2014

    Instructors: David Lewis Moscovitz (Fall)

    • Prerequisite: MGCR 352
  • MRKT 456 Business to Business Marketing (3 credits)

    Offered by: Management (Desautels Faculty of Management)

    Overview

    Marketing : Decision-making and management of the marketing effort in a business to business (b-to-b) context, including the b-to-b marketing system; b-to-b purchasing; researching the b-to-b market; product, price distribution, selling and advertising decisions; strategies for business markets.

    Terms: This course is not scheduled for the 2014-2015 academic year.

    Instructors: There are no professors associated with this course for the 2014-2015 academic year.

    • Prerequisite: MGCR 352
  • MRKT 459 Retail Management (3 credits)

    Offered by: Management (Desautels Faculty of Management)

    Overview

    Marketing : Principles and methods of marketing management as applied to retailing, including strategy and tactics: market structure; consumer behaviour; competition; financial management; human resources planning; promotion; presentation; merchandising; operations; pricing; planning and attaining retail profits. Lectures, text material, outside reading, planned retail visiting, cases.

    Terms: Winter 2015

    Instructors: Chun Qiu (Winter)

    • Prerequisite: MGCR 352
  • MRKT 483 International Marketing Management (3 credits)

    Offered by: Management (Desautels Faculty of Management)

    Overview

    Marketing : Marketing management considerations of a company seeking to extend beyond its domestic market. Required changes in product, pricing, channel, and communications policies. Attention to international trade and export marketing in the Canadian context.

    Terms: Fall 2014

    Instructors: Hamid Etemad (Fall)

    • Prerequisites: MGCR 382 and MGCR 352
    • Formerly MGMT 483
Desautels Faculty of Management—2014-2015 (last updated Feb. 18, 2014) (disclaimer)