X. Degree Programs
Bachelor of Commerce (B.Comm.)
Marketing Management (MKMN)
Department of Marketing and Consumer Studies, College of Management and Economics
The Marketing Management major is interdisciplinary, follows a liberal education philosophy, and is built on our Department's
long-standing expertise in the field of consumer research. Therefore, the courses to be followed span departments and colleges
across the University and are designed to support the University's 10 Learning Objectives.
The Department of Marketing and Consumer Studies recognizes that we are not only responsible for preparing students for a
career in marketing but for educating them so that they can be active, engaged citizens. This can only result from a balanced
curriculum of marketing and liberal education courses capable of providing students with an understanding of the world they
will work and live in, and the problem solving, communication, and visualization skills needed to function effectively in
it. Students will gain education and skill in the management and leadership of product and services marketing in a global
economy. They will be prepared to work and live effectively in today's world and to be flexible enough to pursue a variety
of marketing career paths and diverse leadership roles. The major is administered by the Department of Marketing and Consumer
Studies in the College of Management and Economics. Students can contact the B.Comm. Program Counsellors or the Marketing
and Consumer Studies Undergraduate Advisors if they have questions.
Liberal Education Requirement
As part of the graduation requirement, all students within the B.Comm. Program are required to complete 1.50 credits from
at least two different subject prefixes as listed under the B.Comm. Program Information section of the undergraduate calendar.
Major
For this major, 20.00 credits are required, of which 13.00 are specified, 3.50 are restricted electives (from lists), 1.50
are Liberal Education electives, and 2.50 are free electives. A possible program sequence is outlined below.
Semester 1- Fall
| CME*1000 |
[0.50] |
Introduction to Business |
| ECON*1050 |
[0.50] |
Introductory Microeconomics |
Semesters 1 or 2 - Fall or Winter
| MATH*1000 |
[0.50] |
Introductory Calculus |
| PSYC*1200 |
[0.50] |
Dynamics of Behaviour |
| 0.50 Communication electives (see List E1) |
| 0.50 Marketing Environment electives (see List E2) |
| 0.50 Liberal Education electives |
| Note: Marketing students who are exceptionally strong in mathematics may consult with the Faculty advisor to substitute an alternative
mathematics course for MATH*1000 (MATH*1080 or MATH*1200).
|
Semester 3 - Fall
| BUS*2230 |
[0.50] |
Management Accounting |
| MCS*2000 |
[0.50] |
Business in a Changing World |
Semester 4 - Winter
| STAT*2060 |
[0.50] |
Statistics for Business Decisions |
Semesters 3 or 4 - Fall or Winter
| ECON*2310 |
[0.50] |
Intermediate Microeconomics |
| BUS*3000 |
[0.50] |
Human Resources Management |
| MCS*2020 |
[0.50] |
Information Management |
| MCS*2600 |
[0.50] |
Fundamentals of Consumer Behaviour |
| MCS*3040 |
[0.50] |
Business and Consumer Law |
| 0.50 History electives (see List E3) |
| 0.50 Global Perspective electives (see List E4) |
Semesters 5 or 6 - Fall or Winter
Semesters 7 or 8 - Fall or Winter
| MCS*3600 |
[0.50] |
Consumer Information Processes |
| MCS*4370 |
[0.50] |
Marketing Strategy |
| MCS*4600 |
[0.50] |
International Marketing |
| 0.50 Advanced Marketing electives (see List E6) |
| 0.50 Capstone electives (see List E7) |
| 0.50 Liberal Education electives |
| 1.00 electives |
Restricted Electives for the Marketing Management Major
The electives in the B.Comm. Marketing Management program are designed to supplement the major's required courses to ensure
achievement of the University's 10 Learning Objectives. They supplement the major's required courses with regard to all of
the Learning Objectives except "Numeracy". The Marketing Management program delivers substantial "Numeracy" through its required
math, statistics, and economics courses as well as through emphasis on data analysis in courses such as Research Methods (MCS*3030) and Market Analysis and Planning (MCS*3500).
Please note that substitutions for restricted electives will be allowed if the Marketing and Consumer Studies Undergraduate
Advisor agrees that a proposed alternative achieves the Learning Objective(s) of the course it will replace and has an equivalent
level of rigour.
Also be advised that the following lists allow interested students to earn the Certificate in Leadership offered through the
Office of Open Learning, concurrently with their B.Comm. degree. See http://www.leadershipcertificate.com/ for information regarding this Certificate and its course requirements. Please note that successful completion of the Certificate
in Leadership is not reflected on University of Guelph transcripts.
Communication Elective - List EI
Consistent with the University Learning Objective of "Literacy" and to provide a foundation in the first year for oral and
written communication in subsequent marketing courses, marketing management majors must take one [0.50 credits] of:
Marketing Environment Elective - List E2
Consistent with the University Learning Objective of "Depth and Breadth of Understanding" and to supplement the knowledge
students gain in MCS*1000 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:
History Elective - List E3
Consistent with the University Learning Objective of "Sense of Historical Development" and to help marketing majors develop
a sense of the fundamental relativity of knowledge and understanding over time, marketing management majors must take one
[0.50 credits] of:
Global Perspective Elective - List E4
Consistent with the University Learning Objective of "Global Understanding" and to help marketing management majors gain the
global perspective needed in senior marketing courses such as International Marketing (MCS*4600), marketing management majors must take one [0.50 credits] of:
Leadership/Professionalism Elective - List E5
To address the University Learning Objective of "Independence of Thought" as it is achieved through "Moral Maturity" or "Aesthetic
Maturity" or "Understanding of Forms of Inquiry", and to help prepare senior marketing management majors for leadership positions
in organizations, they must take one [0.50 credits] of:
| EDRD*3160 |
[0.50] |
International Communication |
| EDRD*4120 |
[0.50] |
Leadership Development in Small Organizations |
| MCS*3080 |
[0.50] |
The Corporation and Society |
| PHIL*2600 |
[0.50] |
Business and Professional Ethics |
| POLS*3180 |
[0.50] |
Research Methods I: Political Inquiry and Methods |
| POLS*3940 |
[0.50] |
Accountability and Canadian Government |
| UNIV*2000 |
[0.50] |
Foundations of Leadership |
Advanced Marketing Elective - List E6
To address the University Learning Objective of "Depth and Breadth of Learning" and to enhance the knowledge of product development,
placement strategies, and the integration of societal influences on thinking, senior marketing management majors must take
one [0.50 credits] of:
| MCS*3010 |
[0.50] |
Quality Management |
| MCS*4040 |
[0.50] |
Management in Product Development |
| MCS*4050 |
[0.50] |
The Evolution of Capitalism: A Canadian Perspective |
| MCS*4300 |
[0.50] |
Marketing and Society |
| MCS*4400 |
[0.50] |
Pricing Management |
Capstone Elective - List E7
To address the University Learning Objective of "Love of Learning" as it is achieved through "Independence of Thought" and
"Depth and Breadth of Learning", senior marketing management majors must take one [0.50 credits] of:
