Course Code: MKTG 4005
Academic Year: 2024-2025
In this senior level, 4th year course, students will have the opportunity to bring together marketing, planning principles and theories that has been learned throughout the program, to develop a comprehensive Strategic Marketing Plan for an emerging company in the Toronto area. A successful plan is one that supports the overall corporate goals, creates long term consumer relationships and ensures a sustainable competitive advantage, in a financially responsible manner. Students must show that they can correctly identify, quantify, and appeal to a suitable consumer segment within a competitive marketing environment. In addition to planning and strategy, students will be required to consider and demonstrate their ability to ensure ethical issues are considered. Understanding the role of Marketing in building a strategic advantage will come through readings, case studies, lectures and a major field project.