Marketing

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COMM 200.3
Introduction to Agribusiness Marketing
1/2(3L)

Provides students with an introduction to the principles and concepts of marketing as applied to the agribusiness industry. In this context, business activities are analyzed from the point of view of recognition, stimulation and satisfaction of customer demand. Specific topics include market segmentation, consumer behavior, marketing mix strategies, marketing research and marketing ethics. Agribusiness cases and examples are extensively used to illustrate effective marketing principles, strategies and practices.

Note: This course is an alternative to COMM 204 and students will not receive credit for both COMM 200 and 204.

COMM 204.3
Introduction to Marketing
1/2(3L)

Introduces the student to the marketing concept in business. Business activities are analysed from the point of view of recognition, stimulation and satisfaction of consumer demand.

Note: Students will not receive credit for both COMM 200 and 204.

COMM 352.3
Marketing Analysis and Planning
1/2(2.5S-.5P)
Corequisite(s): COMM 301.

Concentrates on the development of marketing strategies. An operational framework is built for analysing the marketing environment and for selecting among strategic alternatives. Case analyses predominate.

COMM 354.3
Consumer Analysis
1/2(3S)

Considers factors influencing consumer behaviour as a focal point of marketing decision making. Topics include market segmentation and positioning, environmental and individual determinants of consumer behaviour and consumer decision processes. This material is analysed for its usefulness in designing, evaluating and implementing marketing strategies.

COMM 357.3
Marketing Research
1/2(2S-1P)
Corequisite(s): COMM 207.

Examines the principles and procedures associated with the collection and analysis of relevant information in the context of solving practical marketing problems. Students have the opportunity to apply these principles at each stage of the marketing research process: problem definition, research design, data collection, data analysis, and report preparation.

COMM 450.3
Current Issues in Marketing
1/2(2S-1P)
Prerequisite(s): COMM 352.

Deepens the student's understanding of a specialized area in the field of marketing. Potential topics include marketing of agricultural products, business to business marketing, management of the sales forces, the impact of new technology on marketing practice, and advanced marketing research. Students are advised to contact the instructor of the department office for more specific details.

COMM 451.3
Marketing Communication
1/2(2S-1P)
Prerequisite(s): COMM 352 and 354 or permission of Department.

Introduces students to the basic concepts which underlie the promotional activities of the firm. The concept of the promotional mix is introduced and the proper strategic roles for advertising, personal selling and sales promotion are discussed in the context of the findings of communication theory.

COMM 452.3
Services Marketing
1/2(2S-1P)
Prerequisite(s): COMM 352.

Considers the unique marketing issues and problems facing service organizations. Issues considered include the role of the client, quality in service organizations, demand management and pricing problems. Within the overall context of the service sector the course also considers marketing issues related to health care and non-profit organizations.

COMM 453.3
Marketing Logistics Management
1/2(3S)
Prerequisite(s): COMM 352.

Focuses on the physical distribution element of the marketing mix. Deals with the cost and value added to products or services by making them available in the desired condition when and where they are needed while making the greatest contribution to the firm. Major topics include transportation, inventory levels, processing customer orders, warehousing, packaging, facility location, materials handling and other activities directed to the achievement of customer service standards.

COMM 455.3
Marketing Strategy: Implementation and Control
1/2 (3S) (Not offered in 2002-2003)
Prerequisite(s): COMM 352.

Focus is on practical studies of how marketing strategies get accomplished in representative market situations. Emphasis is on the how-to-do of strategy formulation. Sharpens student understanding and appreciation for the organizational component of marketing: the human resources, processes, and analytical issues relevant to the implementation of marketing programs and the execution of strategy. Examines issues involved in implementing marketing strategies by focusing on the allied areas of marketing programs, sales management, and marketing organization and control.