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Marketing and Consumer Behaviour

This foundational course will provide students with an introduction to marketing, its processes and practices, as well as emerging trends in both the Canadian and global marketing industry. Students will gain practical experience researching and developing information required to complete the components of a Marketing Plan. The course material will arm students with the knowledge marketers must possess in order to develop products and programs that create customer value and build sustainable relationships. Students will be required to develop and present a complete Marketing Plan recommendation for a local business. The knowledge from this course will be applied in subsequent courses where they will delve deep into understanding the varied types of marketing promotion; students will continue to explore the advantages and disadvantages of various promotional strategies and tactics in order to develop sound integrated marketing communication recommendations.