In this course, you will explore the man­age­ment of mar­ket­ing, with empha­sis on mar­ket­ing research, analy­sis, plan­ning and con­trol. Case stud­ies will pro­vide an oppor­tu­ni­ty to apply mar­ket­ing prin­ci­ples in an exam­i­na­tion of Cana­di­an busi­ness problems.

Course at a glance
  • Fully online course, accessible through eClass, the University of Alberta’s eLearning management tool.
  • Learn through lectures and lively discussions, as you broaden your network and apply the course content to the context of your own work or organization and explore its implications for your professional practice.
  • Aimed at beginning to mid-career individuals interested in acquiring new workplace skills, this course will also benefit prospective or aspiring managers ready to take the next step in their careers.
What you will learn

  • Learn about vital marketing phases such as finding a need, helping to design a market-oriented product, and developing and executing a promotions program.
  • Explore the theory and application of marketing fundamentals, including topics like customer value, consumer behaviour, market research, market segmentation, marketing strategy, and the much-referred-to four Ps (product, price, promotion, and place).
  • Go deeper into the marketing concept method and acquire knowledge in areas such as the strategic marketing process, developing customer relationships and value, buyer behaviour, environmental scanning, organizational markets, market segmentation, measurement and targeting, new product development, product and brand management, and marketing communication.
This course has no prerequisites

Students from all educational backgrounds welcome. You can register for this course without applying and enrolling in a program.

Take note:

  • This is a graded course; assessment activities may include exams, projects, presentations, journals, or research papers.
  • Refer to the course syllabus for details on activities and assignments.
  • A textbook is required for this course; further information will be provided in the course syllabus.
  • Additional learning materials are provided through eClass at no additional cost.
Currently counts towards:

Applicants intending to enrol in a program are encouraged to apply as soon as possible to lock in their course requirements since they are prone to change.

*If you are already enroled in this program, please refer to your specific program requirements as outlined at the time of your admission: Bear Tracks > Academic Advisement.

When will
this course be offered?

New course schedules are released each June and November.

Course not yet scheduled

This course is not currently scheduled, but may be offered in an upcoming term.

New course schedules are announced each June and November.

Sign up for updates

Interested in future offerings of this course? We can let you know when this course becomes available.