Sauder School of Business > University of British Columbia
BAMA 502 Relationship Marketing
Prerequisite
MBA Core
The customer experience is the next competitive battleground
- Jerry Gregoire, CIO, Dell Computers
Whether you are majoring in Strategy, Marketing, Operations, IT, HR, or Accounting, you have a strategic role to play in the next competitive battleground. And if you’re an entrepreneur, this is the key to differentiation.
The way to create value for your firm is to first create value for your customer, every time they see, think about, or experience a contact during their relationship with your organization. Research shows that if you can retain just 5% more of your customers each year, you can reap profit increases of up to 95%. Leading organizations experiencing results like these understand the critical need to strategically connect all areas of the firm with its external environment, not just “sales” or “customer service”. Few firms find it easy to do well, because often they rely on CRM systems, but 70-80% of Customer Relationship Management implementations fail - want to know why?
At the end of the day, only customers produce cash flow, and it requires senior management commitment to build customer value by leveraging knowledge and information across internal functions and through organizational layers to create structures and processes that optimize the customer experience and address key opportunities and threats in the market environment.
Note that this is NOT a “Sales”, “Customer Service” or “CRM” course, although we will explore these topics and more. Instead, it debunks and makes sense of a lot of the current marketing buzzwords and gets past them to provide very practical approaches to how you can create customer value by building customer-managed relationships - the opposite of CRM. Creating Value for Your Customers and Your Firm is a strategic corporate initiative that requires focus at the senior management level, cooperation among various departments, and compatible systems to share data. Only in this way can you ensure that all areas of the organization beyond the sales and marketing group understand client needs and wants, and can provide appropriate information, problem solving, and servicing that leads to profitable long-term relationships.
Tags: bcom, British Columbia, Courses, Customer Relationship Management, dell computers, external environment, internal functions, jerry gregoire, market environment, marketing buzzwords, mba core, organization research, Relationship Marketing, Richard Ivey School of Business, strategy marketing, University of British Columbia
Category : University of British Columbia
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Sauder School of Business > University of British Columbia
COMM 392 Managing the Employment Relationship
The purpose of this course is to provide an introduction to the basic elements of the relationship between employers and their employees. The course focuses on key aspects of forming, developing and maintaining a workforce. These will be examined in terms of the three major contexts for managing the employment relationship: employment relations law, collective bargaining and trade unionism and progressive human resources management. Throughout, the course examines the importance of effective employee relations to business success. It is intended to familiarize students with the complexities of
Sauder School of Business > University of British Columbia
COHR 433 Employment Law A
The employment relationship, whether in a unionized or non-unionized environment, is increasingly governed more by law than by the microeconomic principles well known to labour economists. This course will focus on employment-related statutes such as the Employment Standards Act and the Human Rights Code that govern the employment relationship.
Learning Objectives:
Acquire a comprehensive understanding of the role of government in regulating the employment relationship.
Learn about how these statutes are applied in practice.
Develop an analytical framework for interpreting cases that involve these statut
Sauder School of Business > University of British Columbia
COMM 464 E-Marketing
The Internet is an enabling technology that allows organizations to better meet their objectives. The Internet can allow organizations to enhance customer value propositions, reduce operational inefficiencies within the organization, streamline supply chains, increase connectivity among companies, between a company and its customers and among consumers, making everything faster and reducing the constraints of time and distance. The purpose of this course is to prepare you as a manager to leverage the power of the Internet and make intelligent strategic and tactical e-Marketing decisions.
The course will include but not be
Sauder School of Business > University of British Columbia
BAFI 515 Portfolio Tactics
Prerequisite
BAFI 511 and BAFI 520 (or BABS 520)
This course examines models of Tactical Asset Allocation (TAA), i.e., the shifting of investments between asset classes over time with the objective of outperforming a Strategic Asset Allocation ("buy and hold") technique. The course will examine the relationship between macro-economic factors, such as GDP growth, short term interest rates and the slope of the yield curve, and the expected return on stocks and bonds. Empirical evidence of this relationship will be examined. A review of techniques for measuring a manager's "market timing
Sauder School of Business > University of British Columbia
BAMA 513 Internet Marketing
Prerequisite
MBA Core
Both traditional enterprises and e-enterprises face the challenging tasks of connecting with customers and serving their interests. The broad set of e-Marketing tools that are being developed provide innovative new ways of achieving these tasks. The purpose of the e-Marketing module is to understand and integrate these new e-Marketing tools into a marketing strategy that will lead to marketplace success.
Sauder School of Business > University of British Columbia
BAMA 508 Marketing Research
Prerequisite
MBA Core
The objective of this course is to help you recognize the role of systematic information gathering and analysis in making better business decisions. The course is designed primarily for the users of marketing research rather than producers of marketing research. Thus the emphasis is on the interpretation and the use of the results rather than mathematical derivations.
Sauder School of Business > University of British Columbia
BAMA 508 Marketing Research
Prerequisite
MBA Core
The objective of this course is to help you recognize the role of systematic information gathering and analysis in making better business decisions. The course is designed primarily for the users of marketing research rather than producers of marketing research. Thus the emphasis is on the interpretation and the use of the results rather than mathematical derivations.
Sauder School of Business > University of British Columbia
BAMA 501 Pricing
Prerequisite
MBA Core
Pricing is a core element of successful marketing. This course focuses on strategic pricing as an integral way for business enterprises to generate profits, and on pricing tactics to capture value.
Lectures, discussions, cases, and guest speakers provide practical opportunities to learn key pricing concepts in business situations, assess pricing alternatives, and understand how to implement them successfully.
Core elements of the course include analyzing costs relevant to pricing, understanding customer value and price sensitivities, and pricing for competitive advantage. These elements are extended to include strategic pricing, pricing in the
Sauder School of Business > University of British Columbia
COHR 434 Employment Law B
This course will examine some of the legal principles that, to an ever-increasing extent, govern the employer-employee relationship.
Learning Objectives:
Acquire a comprehensive understanding of individual employment rights.
Develop an analytical framework for understanding how infractions of these rights are resolved.
Sauder School of Business > University of British Columbia
COMM 460 Public and Nonprofit Marketing Management
This seminar explores the role and application of marketing management in the activities of government agencies, charities, and the broad range of not-for-profit organizations. The underlying thesis of the seminar is that a marketing orientation makes nonprofits more effective and more responsive to consumer, client, and constituency needs. Students will develop a framework for analyzing marketing problems outside the context of the private firm and gain an understanding of the characteristics which differentiate business from non-business enterprises. Emphasis is placed on the role of marketing research
Sauder School of Business > University of British Columbia
COMM 363 Marketing Analysis
This course focuses on analysis to support marketing decisions and aid in the formation of marketing strategy. It addresses behavioural, financial, and numerical analysis and the application of these analyses to business decisions. The viewpoint that is taken in this course is that of the marketing manager or the analyst advising the marketing manager. The emphasis is on practical marketing analysis for improved decisions and strategy.
What can be expected from this course?
Lots of things, but the four major ones are that it will:
1. Help you integrate and apply concepts
Sauder School of Business > University of British Columbia
COMM 469 International Marketing
The purpose of the course is to examine the major issues involved in entering international markets and in conducting marketing operations on an international scale. Specific objectives include:
Gaining an understanding of the external issues affecting international marketing activities including the economic, social/cultural and political/legal environments.
To be able to identify and assess global marketing opportunities in the international marketplace. This will involve discussions on global marketing research and segmentation and targeting in at an international level.
Gaining experience in developing international marketing strategies. Entry & expansion strategies will be
Sauder School of Business > University of British Columbia
COMM 468 Marketing Applications
The purpose of this course is to give students an opportunity to integrate and apply the marketing concepts that have been introduced in other Marketing and Commerce courses. The central themes of the course are:
How an organization becomes and stays customer-focused
How an organization develops an effective marketing strategy
How customer-focus and marketing strategy fit together
Students will complete a team project for a real business and a solo journal.
Team Project
Student teams will select an organization and
Evaluate its current marketing strategy
Develop a marketing plan (may include e-Marketing strategies)
Solo Journal
Working individually, students will
Sauder School of Business > University of British Columbia
COMM 465 Marketing Management
Objectives
To develop a familiarity with and an understanding of the field of marketing with respect to:
Its problems and methods of analysis.
The structure and operation of the marketing system.
The special terminology used by marketing professionals.
To reinforce and develop skills relating the analysis of business problems to good business practices:
Given real data and business situations, the student will apply problem-solving techniques and propose realistic courses of action.
The student will plan, organize, and write reports to management on the business problems presented.
The student will make presentations related to both case studies and
Sauder School of Business > University of British Columbia
COMM 296 Introduction to Marketing
Objectives
1. To develop a familiarity with and an understanding of the field of marketing with respect to:
a) Its problems/opportunities and analytical methods/frameworks,
b) The structure and operation of the marketing system (with special emphasis on Canadian markets), and
c) The terminology or jargon used by marketing professionals.
2. To reinforce and develop skills relating the analysis of business problems/opportunities to good business practices:
a) Given real data and business situations, the student will learn how to apply problem solving techniques and propose realistic courses of action.
b) The student will
Sauder School of Business > University of British Columbia
BAMA 500 Marketing Strategy
Prerequisite
MBA Core
This module is designed to develop essential perspectives and skills for making key strategic decisions in marketing. On the perspective side, the module highlights the importance of a company-wide market-oriented strategic focus in the contemporary business environment. On the skills side, major topics include: how to identify critical forces in the marketing environment and interpret their strategic implications; how to select target markets strategically; how to establish and sustain profitable positioning strategies for the firm's products; how to coordinate product, distribution, pricing, and promotion policies for integrated execution
Sauder School of Business > University of British Columbia
COMM 407 Real Estate Economics
This course seeks to provide students with an introduction to economics that are the foundation for analysis of real estate markets. Students will study issues that are relevant to the different sectors of private real estate markets, as well as the relationship between the local economy and real estate, and the role played by government in real estate markets. A regular feature of the course is daily discussion of topics of current interest in real estate, urban economics, and urban policy. This allows for an application of the
Sauder School of Business > University of British Columbia
BAMA 500 Marketing Strategy
Prerequisite
MBA Core
This module is designed to develop essential perspectives and skills for making key strategic decisions in marketing. On the perspective side, the module highlights the importance of a company-wide market-oriented strategic focus in the contemporary business environment. On the skills side, major topics include: how to identify critical forces in the marketing environment and interpret their strategic implications; how to select target markets strategically; how to establish and sustain profitable positioning strategies for the firm's products; how to coordinate product, distribution, pricing, and promotion policies for integrated execution
SNU Business School at Seoul National University
Marketing Research
This course introduces statistical theories and methods critical to conduct academic researches involving research procedure, research design, analysis, and inference. Examples of topics are inference on relationship, causal relationship, experimental design, hypothesis development, hypothesis test, and multivariate data analysis.
Sauder School of Business > University of British Columbia
COMM 461 Sales Management
This course is about sales management or essentially managing people to achieve profit. Principles and practices of sales management and techniques of personal selling will be presented, mainly, although not exclusively, in the context of business-to-business marketing (as opposed to consumer marketing).
Sales managers are viewed as mini CEOs and wear many hats: planner, strategist, decision maker, tactician, organizer, forecaster, data analyst, personnel specialist (trainer, motivator, and leader), salesperson and often spouse, partner and parent. Someone once said, ‘Life is a Trade-Off’. As implied from the above, there are many
Sauder School of Business > University of British Columbia
BASD 504 Environmental Marketing
Prerequisite
MBA Core
BASD 504 introduces the basic concepts of environmental or green marketing with a focus on how businesses can incorporate environmental concerns into their marketing and management programs. In recent years, environmental awareness has evolved from an emerging social movement to become a mainstream consumer value. Businesses are increasingly beginning to understand that environmental marketing initiatives are not only good for society at large, but also for their own bottom lines.
The ultimate aim of the course is to provide students with an understanding of tools to
Sauder School of Business > University of British Columbia
COMM 444 Air Transportation
Air Transportation Management and Policy draws on all the disciplines of business – including finance, accounting, economics, policy, human resources, marketing, operational science, strategic planning – and applies them to the extremely dynamic and challenging world of aviation. From this, the student sharpens their management skills and is better prepared for whatever industry their future career(s) may be.
Sauder School of Business > University of British Columbia
BAMA 530 International Marketing Strategy
Prerequisites
MBA Core
BAMA 530 will provide a practical overview of the key elements of International Marketing and issues businesses face when entering and operating in foreign markets. It is designed to provide students with an opportunity to synthesize and apply existing marketing knowledge. The course will cover key issues in the external environment, how companies assess opportunities and the development of international marketing strategies. Lectures will be augmented with readings, videos, short cases and practical mini-assignments. Similar to other courses, a high degree of participation
Sauder School of Business > University of British Columbia
BAMA 504 Integrated Marketing Communication
Prerequisite
MBA Core
A key to a firm's profitability is effectively communicating the existence and benefits of its goods and/or services to both current and potential customers. The effectiveness of a firm's marketing communication (Marcom) plan will depend on: the development of communications objectives based on a sound marketing strategy; determining an appropriate budget and how to allocate it effectively; developing a creative brief and IMC campaign that will have the desired impact on target customers; and establishing mechanisms for evaluating the effectiveness of a Marcom program. The purpose of
College of Business Administration at University of the Philippines
BA 236.1 Marketing To Organizations
Theory and practice of marketing goods and services to institutions as customers; relationship marketing and key account management. 2 units.
Prerequisite: BA 230 and BA 251 or Equivalent courses