COMR 465 - Marketing Management

This course is designed to complement the other core courses in a Commerce Minor track. As such, it will introduce the major components of the marketing discipline. As a major part of your coursework you will be matched randomly with other students in the class and asked to prepare many of the elements of a typical marketing plan - a core function within the marketing function. This has direct applicability to your minor, as a marketing plan is closely aligned with a strategic plan - and sets the course and direction for the firm. That effort is complemented with understanding of market research, consumer behaviour, branding, consumer segmentation and targeting, positioning, pricing, distribution strategy, retailing as a way to view all marketing as well as how its distributed, and a look into integration marketing communications.

Learning objectives

Upon successful completion of this course, students will be able to:

• explain to others what is marketing, including key terms concepts and ideas.
• create multiple elements of a typical marketing plan.
• analyze the personal and interpersonal influences on consumer behavior and the steps to making a purchase decision.
• differentiate between secondary and primary research, and conduct marketing research using qualitative and quantitative analysis.
• apply segmentation techniques, select a target markets, write a positioning statement.
• understand branding, what it brings to the exchange of goods and services, and what makes a strong or weak brand.
• differentiate between the four elements of the marketing mix and integrate them in a balanced, strategic marketing plan for an existing brand.
• create a framework for thinking about ethical situations in a marketing context.
• present marketing ideas and concepts in a compelling fashion, relying upon verbal and written communication skills.
• exhibit enhanced teamwork skills through the work in this class.

Note: This course is part of the Minor in Commerce program for students attending Faculties outside of the UBC Sauder School of Business. See your home faculty for admission requirements and program details. Not for students with credit for, or exemption from, COMM 296.

Corequisite: Either (a) all of ECON 101, ECON 102 or (b) ECON 100 or (c) all of ECON 310, ECON 311 or (d) all of ECON 101, ECON 311 or (e) all of ECON 102, ECON 310.

Starting in 2020S, the course code for all courses required for the Minor in Commerce will be COMR. This change was made to distinguish Commerce courses taken for the minor from courses taken for the BCom program. This is an administrative change only; course content remains the same. COMM 465 and COMR 465 are equivalent; credit will be granted for only one of the two.