COURSE CURRICULUM

The marketing program offers a variety of courses designed to build foundational and advanced knowledge in the field, preparing students for diverse roles in the marketing industry. The course Essentials of Digital Marketing (MKT-2105) introduces students to digital media and technology, covering core digital platforms, online advertising, SEO, mobile technology, and ethical considerations in digital marketing, requiring a prerequisite of MKT-2101 or MKT-2200. Marketing: From Principles to Digital Practice (MKT-2200) provides foundational marketing knowledge, exploring concepts such as the marketing mix, consumer behavior, market segmentation, research, and marketing plans, emphasizing their role in today’s global economy. Marketing Research (MKT-4000) deepens understanding of qualitative and quantitative research methodologies and their application to marketing decision-making, requiring prerequisites including MKT-2101 or MKT-2200 and relevant math or psychology courses. Advertising (MKT-4110) focuses on advertising’s role within marketing, media planning, management, and evaluation. New Product Development (MKT-4130) covers the process of creating and managing new products, from idea generation through commercialization and promotion. Global Marketing (MKT-4140) addresses international marketing considerations such as institutions, political and legal environments, and global strategies, requiring junior or senior standing. Consumer Behavior (MKT-4150) examines the economic, social, and psychological factors influencing consumption decisions and marketing strategies. Retailing (MKT-4160) explores the retail environment, including location analysis, retail management, and electronic retailing. Demographic Analysis (MKT-4210) teaches the use of demographic data in marketing strategy development. Marketing Communication (MKT-4540) emphasizes marketing plan development and strategy, including participation in a marketing competition among Concordia Universities. Lastly, Special Topics: Marketing (MKT-4910) offers in-depth studies of current or unique marketing topics, which may be repeated with different subjects. Together, these courses provide students with comprehensive knowledge and practical skills essential for success in modern marketing careers.