Bachelor of Business Administration (BBA) - Applied Marketing Management

MKTG 4406  Applied Marketing Management


MKTG 2126 and MKTG 3416


Three hours of lecture per week for one term.




This course is designed to expose students to the complexities of 'real world' marketing, as well as integrate all key aspects of marketing, including consumer behaviour, marketing research, and marketing communications. Given the strategic nature of marketing (and its impact on the entire organization), students are also required to integrate their general management skills by convincing senior management and the other organizational functions of the appropriateness of their strategic recommendations. Given the applied emphasis of this course, the teaching methodology will rely heavily upon case studies, and students will be required to conduct a Marketing Audit of a 'real world' organization.

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