Department of Marketing and Consumer Studies, Gordon S. Lang School of Business and Economics
The Marketing Management major is interdisciplinary, follows a liberal education philosophy, and is built on the Department’s expertise in the field of marketing and consumer research.
The Department of Marketing and Consumer Studies prepares students for a career in marketing but also for educating them so that they can be active and engaged citizens. This is achieved from a balanced curriculum of marketing and liberal education courses that provide students with an understanding of the world they will work and live in. Students will gain knowledge in creating, communicating, and delivering product offerings to create value to stakeholders in a global and connected economy. Students completing this major will be prepared to pursue a variety of marketing career paths and diverse leadership roles.
The Co-op program in Marketing Management is designed to facilitate the transition of students from academic studies to a professional career by enhancing the integration of theory and practice.
Elective options enable students to select courses which support or complement their primary field of study. Examples:
- students can use a combination of restricted, Liberal Education, and free electives to earn the Certificate in Leadership. See http://www.leadershipcertificate.com/ for information about this certificate and its course requirements;
- students interested in languages and/or going on exchange can use their Liberal Education and free electives to study one or more of the various languages taught at the University. Note: students also can take courses of interest as electives without concern for categories.
By the end of the Bachelor of Commerce program, graduates will be able to:
- Demonstrate the ability to think critically by identifying, evaluating and integrating relevant information from a variety of sources to solve complex business problems
- Demonstrate an ability to work effectively in teams, through the application of appropriate knowledge and skills such as responsible decision-making and personal accountability
- Identify and professionally respond to team issues and develop a new approach to enhance team performance
- Discuss and apply principles of corporate social responsibility to business issues and operations.
- Communicate effectively in a business context through written documents to a variety of audiences
- Communicate effectively in a business context through oral communication to a variety of audiences
- Demonstrate competency and understanding of core business knowledge and concepts.
- Demonstrate proficiency in the ability to integrate knowledge and understanding within specific majors through analysis and recommendation of solutions to ‘major specific’ business problems and business decision-making.
Marketing Management major graduates will also be able to:
- Understand the role of marketing within a business.
- Understand the impact of marketing on key stakeholders in society.
- Identify moral and ethical dilemmas in marketing decision making.
- Appropriately analyze internal and external market environment to develop a marketing strategy.
- Evaluate consumer behavioral decision processes to address marketing challenges and opportunities.
- Apply segmentation, targeting and positioning in marketing decisions.
- Create the marketing mix (4Ps) in marketing management.
- Evaluate business analytics to solve marketing problems and challenges.
- Conduct marketing research to develop marketing insights.
The Co-op program in Marketing Management is a five year program, including five work terms. Students must follow the academic work schedule as outlined below (also found on the Co-operative Education website: https://www.recruitguelph.ca/cecs/).
Marketing Management Academic and Co-op Work Term Schedule
|1||Academic Semester 1||Academic Semester 2||Off|
|2||Academic Semester 3 COOP*1100||Academic Semester 4||COOP*1000 Work Term I|
|3||COOP*2000 Work Term II||Academic Semester 5||COOP*3000 Work Term III|
|4||Academic Semester 6||COOP*4000 Work Term IV||COOP*5000 Work Term V|
|5||Academic Semester 7||Academic Semester 8||N/A|
Please refer to the Co-operative Education program policy with respect to work term performance grading, work term report grading and program completion requirements.
For additional program information students should consult with their Co-op Co-ordinator and Co-op Faculty Advisor, listed on the Co-operative Education web site.
(22.50 Total Credits)
|Required Core Courses||13.00|
|Restricted Electives (from lists)||3.00|
|Liberal Education Electives||1.50|
|Co-op Work Terms||2.50|
The recommended program sequence is outlined below.
|Semester 1- Fall|
|MGMT*1000||Introduction to Business||1.00|
|Semester 2 - Winter|
|ACCT*1220||Introductory Financial Accounting||0.50|
|Semesters 1 or 2 - Fall or Winter|
|PSYC*1000||Introduction to Psychology||0.50|
|0.50 Marketing Environment electives (see List E1)||0.50|
|Semester 3 - Fall|
|COOP*1100||Introduction to Co-operative Education||0.00|
|HROB*2090||Individuals and Groups in Organizations||0.50|
|Select 0.50 credits from the following:|
|PSYC*1010||Making Sense of Data in Psychological Research||0.50|
|STAT*2060||Statistics for Business Decisions||0.50|
|Semesters 4 - Winter|
|MCS*2600||Fundamentals of Consumer Behaviour||0.50|
|MCS*3040||Business and Consumer Law||0.50|
|0.50 History/Global Perspective electives (see List E2)||0.50|
|COOP*1000||Co-op Work Term I||0.50|
|COOP*2000||Co-op Work Term II||0.50|
|Semester 5 - Winter|
|The following 5.00 credits must be completed over semesters 5 and 6. Select 2.50 credits in Winter Semester 5 and the remaining 2.50 in Fall Semester 6:|
|FIN*2000||Introduction to Finance||0.50|
|0.50 credits Leadership/Professionalism electives (see List E3)||0.50|
|COOP*3000||Co-op Work Term III||0.50|
|Semester 6 - Fall|
|Select 2.50 credits from the list below that were not taken in Winter Semester 5:|
|FIN*2000||Introduction to Finance||0.50|
|0.50 Leadership/Professionalism electives (see List E3)||0.50|
|COOP*4000||Co-op Work Term IV||0.50|
|COOP*5000||Co-op Work Term V||0.50|
|Semesters 7 or 8 - Fall or Winter|
|MCS*4010||Consumer Information Processes||0.50|
|MGMT*3020||Corporate Social Responsibility||0.50|
|1.00 Advanced Marketing electives (see List E4)||1.00|
Restricted Electives for the Marketing Management Major
Substitutions for restricted electives will be allowed if a Marketing and Consumer Studies Faculty Advisor agrees that a proposed alternative is relevant to marketing in today’s world and has an appropriate level of rigour.
Marketing Environment Elective - List E1
To supplement the knowledge students gain in MCS*1000 Introductory Marketing about the socio-cultural, economic, political/legal, and technological "environmental" factors that must be taken into consideration in marketing decision-making, marketing management majors must take one [0.50 credits] of:
|ANTH*1150||Introduction to Anthropology||0.50|
|EDRD*1400||Introduction to Design||0.50|
|GEOG*1200||Society and Space||0.50|
|GEOG*1220||Human Impact on the Environment||0.50|
|GEOG*2510||Considering Canada: a Regional Approach A Regional Synthesis||0.50|
|NUTR*1010||Introduction to Nutrition||0.50|
|PHIL*2070||Philosophy of the Environment||0.50|
|POLS*2250||Public Administration and Governance||0.50|
|POLS*2300||Canadian Government and Politics||0.50|
History/Global Elective - List E2
To help marketing majors develop a sense of the fundamental relativity of knowledge and understanding over time and/or to help them gain the global perspective needed in senior marketing courses, marketing management majors must take one [0.50 credits] of:
|ARTH*2490||History of Canadian Art||0.50|
|BIOL*1500||Humans in the Natural World||0.50|
|GEOG*2030||Environment, Justice and Society||0.50|
|HIST*1150||The Modern World||0.50|
|HIST*1250||Science and Technology in a Global Context||0.50|
|HIST*2250||Environment and History||0.50|
|HIST*2300||The United States Since 1776||0.50|
|HIST*2510||Modern Europe Since 1789||0.50|
|HIST*2930||Women and Cultural Change||0.50|
|HIST*3150||History and Culture of Mexico||0.50|
Leadership/Professionalism Elective - List E3
To help prepare senior marketing management majors for leadership positions in organizations, they must take one [0.50 credits] of:
|EDRD*4120||Leadership Development in Small Organizations||0.50|
|HROB*2010||Foundations of Leadership||0.50|
|PHIL*2600||Business and Professional Ethics||0.50|
Advanced Marketing Elective - List E4
To address the University Learning Outcome of "Critical and Creative Thinking" and to enhance the knowledge of product development, placement strategies, applications and the integration of societal influences on thinking, senior marketing management majors must take three [1.50 credits] of:
|HROB*4010||Leadership Certificate Capstone||0.50|
|MCS*4020||Research in Consumer Studies||0.50|
|MCS*4040||Management in Product Development||0.50|
|MCS*4300||Marketing and Society||0.50|
|MCS*4910||Topics in Consumer Studies||0.50|
|MCS*4920||Topics in Consumer Studies||0.50|
|MCS*4950||Consumer Studies Practicum||0.50|
|MGMT*4020||Interdisciplinary Food Product Development I||0.50|
|MGMT*4030||Interdisciplinary Food Product Development II||0.50|
|MGMT*4350||Business Case Competition Preparation||0.50|