Online MBA Degree

Sauder School of Business > University of British Columbia
BAMA 503 - New Product Development

Prerequisite
MBA Core

Organizations have become increasingly dependent on new products as a source of innovation and profitability. This course is intended for those interested in learning how new products are developed and the factors that influence their success and failure. The course will use cases and project work to expose students to the tools and processes that are used in developing new products. Topics will include stage gates, idea generation techniques that build on the creative approaches developed in BAMA 507, concept testing, product design, test markets, forecasting, and launch decisions. The goal of the course is to develop the conceptual, analytical, and decision-making skills expected of managers working in new product development. In addition to those pursuing a career in marketing, this course may be of interest to those contemplating careers in project management, engineering, or industrial design.

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 this course is to develop the skills necessary to manage and implement successful Marcom programs. This is done through a combination of in-class lecture/discussion sessions and an extended project in which you will work with team members to develop a Marcom program including draft creative, for a brand of your choice.

Due to the highly applied and interactive nature of this class attendance at all classes is essential, as is thorough pre-course preparation, so pre-read the text.

Sauder School of Business > University of British Columbia

BAMA 507 Creative Marketing Strategies

Prerequisite
MBA Core

This course will be of interest to Strategy, Marketing, Operations, and Entrepreneurship specialization students, who want to benefit from learning uncommon marketing approaches that create profitable sustainable growth.

“Creating Sustainable Growth” is the number one issue on the CEO’s agenda in 2006, according to a recent Conference Board of Canada survey. But while most leaders have no problem knowing how to improve the bottom line by 10% by cutting costs, getting the same increase through growth is a substantially tougher challenge. And over time, the statistics show that almost no Fortune 100 company has been able to sustain growth. The increasing rate of technological change, customer bombardment and fatigue, and commoditization of many products and services demands that corporate leaders play a critical role in the future survival and prosperity of their companies by translating the corporate vision into a clear, consistent and innovative growth strategy. They have to understand not only today’s markets, but the trends influencing tomorrow’s markets, and how to effectively differentiate to create value in those markets, yet many leaders just dust off last year’s plan and tweak it a bit for this year, which leads neither to sustainable differentiation or competitive advantage.

Marketing managers and strategists in leading organizations use numerous ideation tools to look for creativity breakthroughs in uncommon ways and in unexpected areas - not only in products or services, but also in their pricing, promotion, distribution, and customer experience strategies. Note: From the “product” perspective, this course will look primarily at the creative ideation process, while BAMA 580C New Product Development, will pick up from there and look at the tools and process of going from “great idea” to “launch”.

This course will explore:
What “creativity” means in marketing strategy, and several uncommon approaches for creating it in unusual areas of your value proposition and value chain
Practical, creative, and disruptive applications of the 5Cs and 4Ps of marketing in creating innovative marketing strategies that result in profitable differentiation that is virtually impossible for the competition to copy
When to listen to your customers… and when that’s the worst thing you can do
How to identify market trends and capitalize on them
Lessons from marketing strategy success stories in B2B and B2C environment