Description and Purpose

Marketing Management and Planning is an introductory course focusing on the marketing environment and how consumers and companies behave in that environment. It presents a framework for analyzing marketing problems and opportunities. The course surveys a range of topics from market research, buyer behaviour, market segmentation, and product considerations, to pricing, distribution, communications, and strategy.

The course is designed to assist you in developing professional competence and skills to:

• investigate a marketing situation and identify the relevant critical factors;

• generate a number of alternative solutions, with supporting analysis, to an identified problem;

• justify the best alternative; and

• devise and execute an appropriate marketing strategy.

  
  

The course integrates extensive online discussion and team-based case analysis of principles and issues emerging from the textbook and other readings.

Structure

The course comprises 11 modules that can be studied over a 12-week period, one module per week. As it is a master’s level course, you can expect to dedicate considerable time to your study of the modules, with much of that time being participation in online discussions and related activities.

Materials

• Perreault, McCarthy, Meredith and Ricker, Basic Marketing: A Global Managerial Approach, 12th Canadian Edition (Toronto: McGraw-Hill Ryerson, 2007)

• Ivey case package

Assessments

Schedule

(LU reserves the right to make changes to this schedule)

Updated March 2, 2012