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Graduate Studies Calendar 2022-2023 Courses of Instruction Course Descriptions M Marketing MKTG
Marketing MKTG

For more information about these courses, see the Haskayne School of Business: haskayne.ucalgary.ca.

Graduate Courses
Marketing 601       Marketing Management
An introductory course on marketing management with an emphasis on the marketing concept as the focus of business strategy. The decision variables as well as functional frameworks used by marketing managers are emphasized by concentrating on the relationship between business and consumers.
Course Hours:
3 units; (3-0)
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Marketing 631       Marketing Analytics
Developing and implementing marketing strategies driven by data analytic techniques. The course will integrate key marketing concepts with segmentation analytics and social media analytics.
Course Hours:
3 units; (3-0)
Prerequisite(s):
Marketing 601.  
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Marketing 635       Marketing Communications
Evaluation of strategic roles of a variety of communication disciplines - such as advertising, direct response advertising, sales promotion and public relations - and how companies combine those disciplines to provide clarity, consistency, and maximum impact.
Course Hours:
3 units; (3-0)
Prerequisite(s):
Marketing 601.
Also known as:
(formerly Marketing 735)
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Marketing 641       Business-To-Business Marketing
Management issues in the marketing of products and services to business, government and industrial customers. Topics include organizational buying behaviour, industrial market segmentation, demand analysis and sales forecasting, development and implementation of an industrial marketing mix.
Course Hours:
3 units; (3-0)
Prerequisite(s):
Marketing 601.
Also known as:
(formerly Marketing 741)
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Marketing 653       Consumer Behaviour
Study of factors influencing consumer behaviour.  Topics include consumer judgment and decision making, persuasion, emotional, motivational, social, cultural, and contextual influences on decision making, as well as methods of gaining consumer insights.

Course Hours:
3 units; (3-0)
Prerequisite(s):
Marketing 601.    
Also known as:
(formerly Marketing 761)
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Marketing 655       Marketing Research
Study of research as a process for gathering market information to aid problem solving. Steps in the research process reviewed include problem definition, research design, data collection, data analysis and report preparation.
Course Hours:
3 units; (3-0)
Prerequisite(s):
Marketing 601.
Also known as:
(formerly Marketing 763)
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Marketing 663       New Venture Marketing
Within the context of high-potential, high growth ventures, examines four pillars of new product/new business opportunity. How to create value for the customer, solve significant problems through product and service design, measure sustainable financial value, and assess fit of new ideas with entrepreneur/organization. Emphasis on discovering market opportunities and exploring product or service feasibility.
Course Hours:
3 units; (3-0)
Prerequisite(s):
Marketing 601.
Also known as:
(formerly Marketing 785)
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Marketing 665       Strategic Marketing
Strategic market planning in a corporate context. Developing marketing strategies and understanding implementation. Examining the market management process.
Course Hours:
3 units; (3-0)
Prerequisite(s):
Marketing 601.
Also known as:
(formerly Marketing 793)
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Marketing 667       International Marketing
Design and implementation of marketing strategies across countries. Focuses on the global marketing environment and decision issues on foreign market entry, local marketing and global management of marketing activities.
Course Hours:
3 units; (3-0)
Prerequisite(s):
Marketing 601.
Also known as:
(formerly Marketing 795)
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Marketing 668       Seminar in Marketing Management
Intensive study and discussion of current literature and research with respect to selected, advanced topics in marketing.
Course Hours:
3 units; (3S-0)
Prerequisite(s):
Marketing 601.
Also known as:
(formerly Marketing 789)
MAY BE REPEATED FOR CREDIT
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Marketing 672       Strategic Marketing
Introduction to traditional marketing concepts such as segmentation, positioning, product development, and pricing. It also includes omnichannel marketing, permission and inbound marketing, personalization and customer relationship management, and content marketing.
Course Hours:
1.5 units; (3-1T)
Prerequisite(s):
Admission to the Master of Management program.
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Marketing 674       Consumer Insights
Provides in-depth analysis of why consumers behave the way they do, with practical implications for the practice of marketing. Also examines different tools and techniques for uncovering consumer insights.
Course Hours:
1.5 units; (3-1T)
Prerequisite(s):
Admission to the Master of Management program.
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Marketing 797       Advanced Seminar in Marketing

Course Hours:
3 units; (3S-0)
Prerequisite(s):
Consent of the Haskayne School of Business.
MAY BE REPEATED FOR CREDIT
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Marketing 799       Doctoral Seminars in Marketing

Course Hours:
3 units; (3S-0)
MAY BE REPEATED FOR CREDIT
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