COURSE CURRICULUM

The Marketing curriculum at Cape Breton University is designed to provide students with a strong foundation in marketing principles along with advanced knowledge of consumer behaviour, digital strategy, and market research. It begins with Introduction to Marketing, which covers core concepts such as market segmentation, consumer behaviour, and basic marketing strategy development. Students then progress to Consumer Behaviour and Integrated Marketing Communications, where they learn how psychological, social, and cultural factors influence buying decisions and how advertising, public relations, and promotion are used together in marketing campaigns. Intermediate courses include Marketing Management, Industrial and Business-to-Business Marketing, and Promotion Strategy, focusing on strategic decision-making and real-world business applications. Specialized courses such as Digital Marketing, International Marketing, Retail Management, and Sustainable Marketing explore modern trends, global markets, and ethical marketing practices. A strong emphasis is placed on Marketing Research, where students design studies, collect data, and analyze results using tools like SPSS to support business decisions. Advanced courses such as Marketing Strategy and Strategic Marketing Management use case studies and simulations to develop analytical and planning skills. Overall, the curriculum combines theory, research, and practical application to prepare students for careers in advertising, branding, market analysis, and digital marketing industries.