Honours Bachelor of Business Administration – Marketing Management Online

Learning outcomes:

• Identify relevant financial data used in making business decisions

• Explain the financial accounting elements to consider when making a decision that impacts an entity's financial position
• Explain the information communicated in the different parts of the financial statements and in annual reports
• Prepare financial statements using generally accepted accounting principles
• Interpret financial accounting information to respond to accounting issues and make appropriate decisions
• Determine the impact on business analysis of different financial accounting measures and forms of reporting
• Analyze the process of making a decision based on financial statements while considering the existing organizational structure, strategy, culture and external environment
• Assess all financial decisions with an ethical perspective on corporate responsibilities
• Demonstrate professional behaviours, including: a. meet due dates b. produce professional-quality assignments
• Analyze financial information using software tools to make and communicate decisions

Learning outcomes:

Learning outcomes:

• Discuss how undergrad competencies may be used in their field of study, internship work-term and future career
• Reflect on their current skill level with respect to the undergrad competencies
• Create developmental goals for each competency
• Use collaboration and leadership skills to work effectively in a variety of groups
• Incorporate basic curiosity and imagination techniques in order to explore ideas beyond the first ones that might have come to mind
• Assess information that would be suitable to support the decision-making process in a typical workplace
• Use a variety of techniques to analyze data in order to aid the decision-making process
• Manage disappointments and risk-taking to follow through with tasks that have been assigned
• Practise professional business communication skills to share information in written and oral formats
• Apply agility and adaptability skills to manage the stress of fluctuating requirements and adapt to new and/or changing environments
• Apply critical thinking and problem-solving skills in order to explore a variety of perspectives and generate potential solutions to typical workplace challenges
• Reflect on the development of the undergraduate competences over the semester
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

​Learning outcomes:

• Develop strategies that will help them to operate successfully in the flipped classroom environment
• Identify opportunities for learning growth and development based on self-assessments on mindset and grit
• Discuss their preferred behaviour patterns based on a self-assessment and how that impacts on their learning experiences
• Explore ways to expand the number of learning techniques they use in their studies based on data that identifies their current preferred learning style
• Create strategies for overcoming typical time management challenges such as procrastination and lack of planning to support their success as a learner at Sheridan College
• Apply a variety of strategies to improve their study skills in the transition towards becoming a self-directed learner
• Create a learning development plan that will ease the transition to higher education and support ongoing success as a learner at Sheridan College
• Discuss Sheridan's Academic Integrity Policy and how it will impact on their learning experiences
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Discuss the role of management accounting in formulating and implementing an organization's strategy
• Apply cost accounting terminology, concepts, and procedures
• Analyze cost-volume- profit relationships and the effects of various changes on companies overall financial position
• Apply and evaluate various costing systems and techniques
• Analyze cost behaviour and prepare cost estimates
• Utilize various tools and software in performing different types of analysis

Learning outcomes:

• Explain properties of linear, quadratic, exponential and logarithmic functions
• Model simple business situations as a system of linear equations and inequalities
• Compute basic matrix operations
• Apply appropriate techniques for finding derivatives
• Identify critical points of a function through the application of derivatives
• Identify maxima and minima through application of Lagrange multipliers
• Compute partial derivatives for functions of several variables
• Compute anti-derivatives
• Compute the area under a curve using definite integrals
• Demonstrate professional behaviours, including: a. meet due dates b. produce professional-quality assignments c. use reference materials responsibly

Learning outcomes:

• Develop business messages that inform, request, persuade, and/or convey goodwill
  
• Apply communication strategies to accommodate different audiences
• Use research tools, including library databases and other online resources, to find relevant research sources
• Use APA guidelines to integrate research sources into writing
• Create a variety of business reports and presentations that are clear, concise and audience-focused
• Use appropriate communication channels and formatting to reinforce the intended message for the intended audience
• Apply ethical decision making when communicating both through speech and through writing
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Demonstrate proficiency in the steps of the selling process
• Determine effective relationship strategies in various business-to-business selling environments
• Develop a total sales solution using relationship management and customer decision principles
• Evaluate the importance of priority account management
• Develop sales forecasts using objective and subjective methods
• Plan a sales call by setting objectives and making the appointment
• Deliver a sales presentation that will earn a customer's commitment
• Apply different strategies for successful communications
• Select appropriate strategies to overcome buyer concerns and conflict situations
• Apply professional and ethical sales behaviour towards stakeholders
• Participate in the preparation and response of a Request for Proposal (RFP)
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Identify the steps in the marketing planning process
• Analyze issues facing a company, based on research findings from a macro and micro environmental analysis
• Construct overall marketing and financial objectives and rationale for a company
• Recommend marketing objectives, strategies and rationale, based on the analysis of a company and its market(s)
• Produce a one-year action plan to execute marketing strategies
• Communicate brand positioning using various marketing communications methods
• Analyze alternative product, distribution and pricing strategies with a view to maximizing return on investment
• Evaluate the results of a marketing plan relative to marketing objectives and a budget
• Effectively respond to questions and feedback regarding the marketing plan
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Analyze the mixed economic system and its focus on satisfying consumer needs and profit generation
• Compare different economic systems with Canada's mixed economic system
• Assess the various business ownership types
• Discuss the role and importance of entrepreneurship and innovation in the economy
• Describe trends in international business, including free trade and globalization
• Describe the importance and implications of business ethics and social responsibility in an enterprise
• Distinguish the types of management skills and strategic responsibilities that are required to carry out the management functions in planning, organizing, leading and controlling
• Explain each discipline according to its operational and strategic roles, as well as relationships to other disciplines
• Recommend appropriate strategic and operational plans for a simulated business case
• Evaluate the importance of and implications for organizations when embracing a culture of continuous improvement through change management
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Assess core business processes including order-to-cash, procure-to-pay and integrated production process
• Describe supporting business processes including Finance Accounting and Management Accounting (Controlling)
• Differentiate among a variety of business operations models including: make-to-stock, make-to-order, engineer-to-order and outsourcing
• Assess the impact of "master data" and "transactional data" requirements on how Enterprise Resource Planning (ERP) software supports an enterprise
• Assign typical activities in a business process to functional areas within an enterprise
• Simulate business transactions through entire business processes using an ERP system
• Predict relevant impacts on business operations resulting from a change in a process
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Develop a B2C digital marketing campaign plan to meet a company's business and marketing objectives
• Create a B2C target audience profile appropriate for the campaign
• Create campaign and content marketing strategies, and marketing messages to engage with the target audience
• Implement the digital marketing campaign plan with combinations of digital marketing channels including paid, owned and earned media
• Execute various digital marketing tactics including content marketing, search engine optimization (SEO), social media marketing, email marketing, influencer marketing, online advertising and customer relationship management (CRM)
• Assess the effectiveness of the digital campaign plans using data analytics tools and reflection on the campaign outcomes
• Explain the legal and ethical implications of digital marketing
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Measure basic macroeconomic variables (e.g., gross domestic product [real and nominal], the price level, the unemployment rate, the money supply)
• Analyze the measurement of basic macroeconomic phenomena
• Explain the influence of inflation and unemployment on economic growth
• Rationalize the government's policies towards inflation and unemployment
• Explain how commercial banks use deposit-taking and issuing loans to create money
• Explain the linkage between government fiscal policies (expenditures and taxation) and the level of national output
• Analyze the influence of the different fiscal policies on the aggregate supply model
• Compare basic macroeconomic models, including classical macro theory, Keynesian macro theory and the recent revisions of rational expectations, supply-side and general equilibrium theories
• Evaluate the effectiveness of international economic policies and programs
• Explain the impact of globalization on macroeconomics variables
• Demonstrate professional behaviours, including: a. meet due dates b. produce professional-quality assignments c. use reference materials responsibly

Learning outcomes:

• Analyze the key factors and responses between consumer behaviour and marketing
• Assess target markets to identify how consumer perceptions, memory, motivation, personality, values, learning history and attitudes influence a purchasing situation
• Distinguish between quantitative and qualitative research approaches used to study consumer behaviour
• Analyze different consumption patterns based on consumer-behaviour theories
• Apply the decision-making process model of consumer behaviour in a marketing situation
• Assess different purchasing situations according to external factors and adoption of new technologies that affect consumer behaviour
• Evaluate how group, opinion leaders and family decision-making influence consumers
• Recommend marketing strategies and tactics based on key consumer-behaviour variables
• Identify internal and external factors that impact consumer trends
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Explain the fundamental concepts of the market system scarcity, choice, opportunity costs and marginal analysis
• Communicate economic concepts with graphs and algebra
• Determine the main variables involved in economic problems and their relationships
• Develop models for explaining the decisions of consumers and producers in a market economy by utilizing such techniques as supply and demand analysis, utility and profit maximization
• Explain how elasticity and utility modify the allocation of goods/services
• Relate short-run and long-run costs to firms' production decisions
• Describe the impact of supply, demand, economic rent and profit on factor markets
• Evaluate different market structures in terms of consumer welfare and profit maximization
• Explain market failure and the need for government intervention in a market economy
• Appraise government policies and their effects on the economic behaviour on households and businesses

• Demonstrate professional behaviours, including: a. meet due dates b. produce professional-quality assignments c. use reference materials responsibly

Learning outcomes:

• Learn to formulate appropriate research problems and research objectives pertinent to market/marketing research
• Scrutinize the different research methodologies in marketing research
• Conduct secondary data research as it relates to a specific marketing problem
• Develop data collection instruments (questionnaires/surveys, observation tables, and other instruments)
• Conduct quantitative market research data analysis to obtain consumer and markets insight
• Prepare marketing research reports based on validity, reliability, generalizability
• Consider ethical issues, and limitations of research related to marketing research projects, in order to mitigate against potential harm to participants, the community and the organization
• Communicate marketing research results and recommendations using marketing best practices in verbal, written and visual forms
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Apply processes and techniques of marketing data collection, analysis and visualization
• Describe the logic of optimization and attribution in marketing analytics
• Explain the terminology and tools of marketing analytics
• Apply the practical tools and techniques of marketing analytics
• Discuss the roles of data technologies, data management systems and data visualization in marketing
• Recognize programming tools and structured query language
• Engage in social listening and content analysis
• Run field experiments, including A/B testing
• Interpret results of multiple marketing mix models
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Describe the research approaches and disciplines that contribute to organizational behaviour as a behavioural science
• Describe how perception, personality, values, attitudes and stress influence employee behaviour and organizational performance
• Apply motivation concepts to enhance job satisfaction and enthusiasm
• Evaluate factors influencing team effectiveness within organizations
• Demonstrate effective communication skills within organizational contexts
• Apply contemporary conflict management techniques to various sources of conflict
• Assess sources of power within an organization and the influence of politics on organizational decision-making
• Apply the various leadership theories and their impact on organizational functions
• Explain the role that organizational culture plays in influencing employee behaviour
• Identify the key elements and traditional versus contemporary designs of organizational structure
• Outline approaches for managing change including resistance
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Analyze customer buyer behaviour and motivation, in order to accurately position brands
• Conduct macro-environmental and competitive analyses in preparation for developing a marketing plan
• Identify strengths, weaknesses, opportunities and threats relating to a brand, and use these as a basis for formulating marketing strategies
• Construct market segments, target markets, and product positioning, to focus all marketing communications
• Develop an integrated marketing plan for a brand, including product, pricing, promotion and distribution action plans, with rationale and controls
• Create a basic communications plan within the context of a marketing plan, including advertising, public relations, promotion, social media, internet marketing and personal selling
• Assess domestic and global marketing strategies that will provide enterprises with a competitive advantage
• Identify ethical and social responsibility issues facing companies and brands
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Prepare reports pertinent to the business environment and environmental sustainability considering different research methodologies, and research ethics implications

• Differentiate between quantitative and qualitative methods of inquiry
• Critically evaluate research for validity, reliability and generalizability
• Conduct data analysis and interpret research findings from a business perspective
• Create a research proposal for a specific business opportunity following a structured research process
• Draw supportable conclusions based on both quantitative and qualitative methods
• Communicate clearly and concisely to appropriate stakeholders in appropriate verbal, written and visual forms
• Identify sources of information using appropriate research tools
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Understand the essential elements of Information Systems, the importance of data, information and knowledge and the components of Computer-Based Information Systems
• Understand the fundamental Information technology components of hardware, software, networks, and databases and explain how these components work together
• Explain the different types of business information systems that organizations employ, the ways these information systems are used, and why their use is essential for successful organizations
• Describe how organizations acquire and develop information systems for their organization
• Understand the concepts of privacy, security, and ethical considerations when organizations design, develop and use information systems
• Apply a recognized data analytics process for different types of data analytics
• Prepare data for analysis, ensuring data is validated, duplicates are removed, and privacy and security of the data is recognized
• Apply various data analytics functionalities of Excel to solve simulated data focused problems
• Develop data storytelling solutions using powerful data visualization tools such as Microsoft PowerBI and Tableau
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional quality assignments

Learning outcomes:

• Apply legal analysis in evaluating business scenarios
• Explain the importance of law in managing business risks and identifying business opportunities
• Identify the fundamental features of the Canadian legal system including the constitutional division of power, the Charter of Rights and Freedoms, and how laws are made
• Apply the law of contracts including what a contract is, how a contract is formed, remedies available for breach of contract, and contractual defects
• Apply the law of tort including negligence torts and intentional torts
• Evaluate the appropriate forms of business organization in different scenarios
• Assess basic legal problems arising from business scenarios in the areas of contracts, torts, forms of business organization, intellectual property, secured transactions, and other areas
• Evaluate current legal topics of interest to business
• Demonstrate professional behaviours, including: a. meet due dates b. produce professional-quality assignments c. use reference materials responsibly

Learning outcomes:

• Interpret the measures of descriptive statistics and their uses in reports
  
• Choose an appropriate method to solve probability problems
• Determine probabilities using the normal distribution
• Create a sample design including the type of sample and sample size
• Determine the critical values for a hypothesis test to compare properties of two populations
• Analyze the results of a hypothesis test to inform decisions
• Calculate a trend line, a regression line, and multiple regression coefficients to describe a set of data
• Interpret index numbers to assess changes in data
• Evaluate a company's financial options through application of statistical decision theory
• Develop a linear programming model to describe a business situation
• Interpret the results of a linear program to inform business decisions
• Demonstrate professional behaviours, including: a. meet due dates b. produce professional-quality assignments c. use reference materials responsibly

Learning outcomes:

• Value securities by applying the concepts of time value of money, inflation and taxation
• Apply the main capital budgeting methods to make appropriate investment decisions
• Evaluate corporate performance and worth through the use of financial ratio analysis and industry comparisons
• Assess a company's credit worthiness from the analysis of financial statements and the development of appropriate financial ratios
• Discuss the principal/agent relationship in financial dealings
• Evaluate various sources of financing available to a corporation
• Predict project and corporate cash flows, applying sensitivity analysis to optimize corporate decisions
• Analyze a company's finance function, (corporate finance, treasury, capital management, accounting etc ) its operation and its relationship to other functional areas (marketing, HR etc )
• Use appropriate financial software to complete financial analyses
• Present appropriate data in professional format to support decision making
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Relate the key functional areas of a company to their roles in the supply or service chain
• Describe how the supply chain and operations support the overall strategy of an organization
• Explain the impact of economies of scale on the capacity of a company
• Describe the organization of production processes within the framework of the Product-Process matrix
• Contrast the characteristics of service processes and manufacturing processes
• Distinguish between the various dimensions of quality
• Differentiate between Purchasing and Strategic Sourcing
• Explain the impact of facility location on supply chain performance
• Describe the impact of distribution policies in relation to inventory levels, location and flows
• Contrast qualitative and quantitative demand forecasting techniques
• Discuss appropriate risk mitigation options for different areas of operations
• Discuss the importance of inventory management
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Describe the state of entrepreneurship and small business in Canada
• Outline the impact of government on small business
• Create a self-development plan based on demographic and personality characteristics of successful entrepreneurs
• Incorporate an entrepreneurial philosophical approach to problems and opportunities
• Analyze the advantages and disadvantages of creating a business, buying a business, or running a franchise
• Assess different forms of business ownership, including incorporation, partnership, strategic alliance, and licenced distributor
• Describe alternatives to financing entrepreneurial business ventures
• Create a unique new business concept using ideation methodologies
• Construct a feasibility analysis for a new business opportunity
• Develop an investor-ready business plan for presentation to potential investors
• Critique business plans from an investor perspective
• Utilize financial ratios to assess an existing small business
• Construct a cash flow statement, an income statement, and balance sheet for a new business
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Apply the primary theoretical frameworks and perspectives of ethics in critiquing and assessing business strategies and decisions
• Assess the sustainability of businesses from economic, social and environmental perspectives
• Evaluate the corporate social responsibility (CSR) of domestic and international business activities by applying Carroll's pyramid of responsibilities
• Apply stakeholder analysis by examining the key stakeholders of a business, in particular, owners/shareholders, customers, employees and communities, in order to assess business decisions from a CSR perspective
• Identify ethical and sustainability issues related to corporate governance
• Apply environmental, social and governance (ESG) as a framework to assess an organization's business practices and performance with regard to sustainability and ethics
• Determine the role of business in the pursuit of the United Nations’ sustainability development goals (SDGs)
• Evaluate ethical issues arising from manufacturing and sourcing from foreign countries
• Explain the impacts of climate change and the potential roles of countries, organizations, and individuals in mitigating those impacts
• Examine topics of current interest involving ethics, sustainability and CSR including issues arising from the use of technology such as social media and artificial intelligence
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials (including artificial intelligence tools) responsibly and appropriately

Learning outcomes:

• Conduct a situation analysis to uncover insights that will drive the IMC campaign strategy, including an analysis of: macroenvironmental factors, market/industry developments, the competitive landscape and the current state of the client's product, concept, good and/or service
• Examine the role of consumer behaviour and buying influences in the consumer buying process
• Examine Canadian advertising regulations and ethics in the preparation of the communications campaign
• Identify a suitable target audience for the campaign, based on the brand’s positioning market segmentation and competitive analyses
• Develop communication and behavioural objectives for the campaign
• Develop the campaign creative strategy, including defining the creative objective, the big idea, key consumer benefits and brand personality
• Propose appropriate message appeal techniques and creative execution styles for target audience and communications objectives
• Evaluate the relative advantages and disadvantages of different types of media
• Identify metrics and measurement techniques to understand if the campaign's communication and creative objectives have been achieved
• Develop a strategically focused integrated marketing communications campaign for a brand, utilizing appropriate communication strategies, including media plan and budget
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Describe the key components of a strategic plan
• Identify key stakeholder groups and their criteria for success
• Perform a Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis and PESTLE analysis to inform strategic direction considering domestic and international environments
• Create mission and vision statements and core values for an organization
• Develop strategic objectives aligning with functional priorities, identifying implementation/execution critical success factors
• Design a scorecard to capture the key performance indicators
• Develop a financial plan aligned to the strategic plan
• Deliver a strategic direction report and presentation
• Identify human resources and change management improvements as well as value chain and operational improvement in pursuit of a company's strategic direction
• Apply marketing principles to a company's strategic direction
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Create a relevant statement of work for the business client project
• Assess the industry and external environment in which the business client is competing
• Perform an internal analysis of the business client using analytical tools to assess a company's industry position
• Evaluate the competitive environment of the industry in which the business client competes
• Assess the components of the business client's strategic plan, marketing strategy, and revenue model to guide the goals of the project
• Evaluate relevant operational plans of the business client and provide recommendations for future implementation
• Develop the business client's financial model, forecast plans and risk mitigation strategies
• Propose an action plan and timeline for recommendations
• Communicate professionally to the business client, through meetings, emails, assignments and an executive summary presentation
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Create a shareable showcase e-portfolio designed for use in their discipline
• Synthesize their development in the BBA Undergraduate Competencies
• Integrate feedback on their draft portfolio
• Incorporate personally meaningful self-awareness, self-management, and reflective practice into final showcase portfolio
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Compare the nature of political, economic, cultural and social systems in major countries of the world
• Evaluate the benefits and challenges of the global business environment for Canada
• Generate practical business action plans that mitigate the risks of international business in Canada while exploiting the advantages
• Analyze the role of international trade agreements and their implications for business
• Explain the role of international trade and monetary institutions in today's global business environment
• Develop practical and creative strategies and solutions for use by firms operating in an international business environment
• Assess the human resource function of a Multinational Enterprise and recommend actions for the global human resource function
• Evaluate how an Multinational Enterprise's organizational structure is designed to support its global strategy
• Communicate effectively in written and oral form using appropriate international business terminology
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Analyze argumentative essays and articles
• Produce detailed critical responses to texts, both written and oral
• Evaluate evidence presented in various arguments
• Integrate primary and secondary sources in the construction of clear, organized research essays and presentations
• Formulate original and informed ideas about a selection of topics and contemporary issues
• Design arguments based on theoretical models
• Collaborate with group members using effective interpersonal communication techniques
• Use proper styles of documentation

Learning outcomes:

• Compare the cultural and legal environments in Canada and other countries that have impact on the development of a global marketing plan
• Evaluate the global business environment and the impact on marketing processes
• Recommend specific global markets relative to established business criteria
• Evaluate a firm's strengths and weaknesses and their implication on the potential in global markets
• Determine the global opportunity and threats facing a firm in a global environment
• Analyze qualitative and quantitative data to determine how domestic marketing plans need to be modified to address global markets
• Develop an effective relationship with a client company that is reflective of the client priorities, policies and procedures
• Evaluate various entry strategies a company might employ in order to establish operations or sell its products in foreign markets
• Formulate a progressive, integrated and well-documented global marketing plan
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Evaluate the role of innovation within a marketing context
• Evaluate marketing problems and opportunities with a view to identifying growth opportunities
• Apply creative problem-solving techniques to generate novel and useful solutions to marketing problems and opportunities
• Analyze competitive strategies to uncover gaps and business opportunities
• Recommend innovative marketing strategies used to capture business expansion opportunities
• Analyze the rewards and risks associated with various marketing growth strategies
• Assess how research is used to support marketing innovation
• Explain the new product development process that is used to launch new products
• Identify innovative distribution approaches for products and services
• Recommend effective pricing strategies that can grow businesses
• Construct communications strategies for accelerating business growth or launching new products and services
• Identify innovative global marketing opportunities for expanding distribution
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Contrast how customized one-to-one customer relationships are different from typical customer-brand interactions
• Analyze the strategic role of customer relationships in achieving a company's marketing, sales, customer service and operational objectives
• Develop a comprehensive strategic relationship marketing plan for an organization which includes research, understanding the elements of a one-to-one relationship marketing program, environmental analysis, customer identification, loyalty and differentiation
• Design a one-to-one relationship marketing campaign focused on the individualized needs of customers
• Distinguish the functional capabilities of relationship marketing technologies
• Evaluate implementation, organizational and customer issues surrounding a relationship marketing strategy
• Produce query-based relationship marketing reports from a database using data mining techniques
• Optimize customer value and the return on relationship marketing investment by utilizing different relationship marketing tools
• Assess business processes from data collected across the organization through customer analytics, social media metrics and predictive modeling to build the success of the customer-centric enterprise
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Develop a B2B digital marketing campaign plan to meet a company's business and marketing objectives
• Create multiple B2B target audiences and their profiles appropriate for the campaign
• Create campaign and content marketing strategies, and marketing messages to engage with multiple audiences
• Implement the digital marketing campaign plan with combinations of digital marketing channels, including owned and earned media with a focus on paid media
• Execute various digital marketing tactics including online advertising, professional networking, content marketing, search engine optimization (SEO), social media marketing, email marketing, digital video and customer relationship management (CRM)
• Assess the effectiveness of the digital campaign plans using data analytics tools and reflection on the campaign outcomes
• Explain the legal and ethical implications of digital marketing
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Describe fundamentals of international economics and finance
• Classify and analyze the roles of international institutions, including United Nations role on sustainable production, consumption, and trade
• Explain classical and modern trade theories
• Apply economic principles to interpret various aspects of global trade policies
• Discuss the reasons of tariffs and non-tariff barriers to trade and their impact on regional and international trade
• Assess trade policies, labour and environmental standards on international trade
• Develop analytical methods to analyze international trade issues
• Discuss global finance and investment, foreign exchange mechanisms, exchange rate policy, and global capital market and their impact
• Assess regional issues in global economy
• Demonstrate professional behaviours, including: a. meet due dates b. produce professional quality reports and presentations c. use reference materials responsibly

Learning outcomes:

• Compare the ways in which business is conducted, in general terms, in selected global environments

• Compare management skills required under selected global business environments
• Analyze specific culture-sensitive models of business communication
• Analyze cultural values in relation to issues of social organization, context, and authority and management
• Evaluate the implications of the values of a particular culture in the areas of business communication, management and negotiation
• Design effective strategies for use in communication, negotiations, cross cultural conflict and management in multi-cultural settings that reflect cultural awareness and respect
• Critique personal views and perspectives against a framework of cultural awareness
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality reports and presentations d. use reference materials responsibly

Learning outcomes:

• Discuss the project management knowledge areas covered by the Project Management Institute's (PMI) Body of Knowledge
• Prepare risk assessment and mitigation strategies
• Evaluate tradeoffs between time, costs, scope and quality
• Apply project management knowledge areas to initiate, plan, execute, monitor, control, and close projects
• Use software to manage project throughout its different phases
• Develop solutions to domestic and international issues leading to successful project management processes documents and outcomes
• Develop project management plans that integrate stakeholder perspectives
• Propose appropriate solutions to case studies and assignments
• Effectively communicate through individual and group reports
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly

Learning outcomes:

• Identify contemporary and emerging issues related to special topics
• Complete a formal literature review and a literature review paper
• Assess contemporary and emerging issues related to specific thematic or discipline-based business topics
• Discuss the importance and implications of contemporary and emerging issues to the business environment
• Assess the business challenges and opportunities associated with identified contemporary and emerging issues
• Evaluate contemporary and emerging issues from the organizational, domestic and/or global perspective
• Identify appropriate recommendations, analysis or future research to facilitate a better understanding of business challenges and opportunities
• Apply the case writing process
• Demonstrate professional behaviours including: a. meet due dates b. produce professional-quality assignments c. use reference materials responsibly

Learning outcomes:

• Discuss the importance of creativity and innovation within an organizational context
• Utilize creative processes, tools and techniques to generate ideas and problem solve
• Differentiate between different types of innovation including product, process, and business model innovation
• Assess how an organization's structure and culture can impact creativity and innovation
• Identify different characteristics of innovative organizations
• Assess different sources and factors that aid innovation within an organization
• Describe how successful organizations differentiate themselves in the development of new products
• Evaluate strategies and business processes used by organizations to foster sustaining and disruptive innovations
• Recommend alternative business models used to capture new market opportunities
• Explain different strategies for acquiring and maintaining intellectual capital used in the innovation process
• Assess the impact of disruptive innovation at an industry level
• Demonstrate professional behaviours, including: a. work effectively in a team environment b. meet due dates c. produce professional-quality assignments d. use reference materials responsibly