This is an ARCHIVED version of the Kwantlen University College Calendar for
2004-2005 and is provided for historical reference only. See the current version of the
Calendar for updated information.
The on-line version of the University College Calendar is the Official version.
In the event of conflict between the printed version and the online version, the
on-line version will prevail.
Effective date of this course calendar information, unless otherwise indicated, is Sept. 1, 2004 to Aug. 31, 2005.
Marketing
MRKT 1199 cr-3
Introduction to Marketing
Students will learn the fundamentals of marketing and explore the
relationships between companies, their customers and their
competition. They will examine concepts that are integral to the
field of marketing including marketing environment, customer
behaviour, marketing research, product analysis, distribution,
pricing strategies and promotion. They apply these concepts in
solving marketing problems.
In this course, students make an intensive study of the theory and
practice of personal selling, during which they will practice their
selling skills on local companies. The course also briefly examines
the main aspects of the sales management function.
MRKT 1235 cr-3
Small Business Essentials
Students will learn the fundamentals of small business ownership
in a Canadian context. They will learn business-planning essentials
such as environmental and marketing analysis, ownership options,
operational design, production, and finance to facilitate integration
of these into a business plan. They will also learn a variety of
challenges associated with managing an ongoing firm.
Students will learn the basic skills needed to start and operate their
own Horticulture business including learning business start-ups,
evaluating business opportunities and business legal structures.
Students will also learn skills needed to carry out effective market
analysis for a wide range of horticultural products and services and
to implement successful marketing and sales strategies.
Prerequisites: (Math 11 or Applications of Math 11 with a C) and (English
12 or Technical & Professional Communications 12 with a C)
MRKT 1299 cr-3
Consumer Behaviour
Students will explore buyer behaviour and motivation using key
theories from various social sciences (including Anthropology,
Sociology and Psychology) and apply these theories in
contemporary marketing situations.
Students will learn the techniques and principles of marketing in
the rapidly changing online environment. They will study topics
such as planning and designing effective Web sites, challenges and
strategies for reaching customers, and how e-commerce works in
the business environment today.
Students will be introduced to both theoretical knowledge and
practical skills in retailing including consumer behaviour, store
design and layout, merchandise planning, retail pricing strategy,
advertising and selling. They will apply these concepts both in the
classroom and in junior retail positions.
Participants learn to combine fundamental marketing concepts
with proven organizational management practices. Particular
attention is focused on the planning process, innovation and
product development, and managerial control. This material is
approached using lectures, case studies, and a computer simulation.
Students will learn the theory and practice of marketing research as
an aid to management decision-making. They will work on an
actual research project.
This course commences with the theory and skills of professional
selling and leads to a practical selling project. The sales
management function is examined in depth.
This course introduces the field of contemporary advertising and
promotion in Canada. The client/agency relationship is analyzed
and the current theory and practice of developing an overall
communications program is examined. Students work in teams on
a project to develop an advertising proposal for a local marketing
organization.
Students will learn advanced retail merchandising and management
concepts including relationship retailing, retail operations for small
firms, non store based and non-traditional retailing, integrating and
controlling retail strategy, they will also apply these concepts in an
actual retail situation.
Student teams simulate the marketing management of a company,
making strategic marketing decisions in the context of a strategic
planning framework. Students integrate marketing strategy
decisions with other aspects of business strategy. Case studies are
used to probe key strategic decision areas.
Students apply marketing principles and methods from previous
courses in the preparation of a detailed corporate marketing plan
for an innovative product of their choice. A blend of lectures and
weekly laboratory activities allows participants to apply as they
learn. Practicality is emphasized throughout the duration of the
term.
This course focuses on the marketing functions of the export
process used in small-to-medium sized firms. Among the topics
covered are: marketing and the export process; the international
marketing environment; government and private sources of
assistance; international market research; product adaptation
decisions; alternative distribution methods; pricing and payment
procedures; and cross-cultural promotion issues. The course
emphasized integrating these decision areas into a coherent
international marketing plan.
