Bachelor of Commerce (Digital Marketing) - Postsecondary ...

Entrepreneurship
Co‐op Preparation
Co‐op Integration
Current Issues in
Marketing
Global Strategy & E‐
Commerce
Capstone Client
Project
Strategic Policy &
Planning
Both business‐to‐consumer and business‐to‐business customer relationships will be
addressed. Industry technology such as www.salesforce.com will be incorporated
into the course with students engaging in the software and making decisions based
on the data. Student work will culminate in a presentation and report delivered to
a Live Client (Business).
This course gives students a comprehensive knowledge of the functions of a small
to medium sized business and the characteristics, opportunities and challenges of
entrepreneurship. Students will prepare and defend a business plan for a new
business and examine alternative to starting a new business. Topics include
accounting principles and strategies, legal issues and managing risk, leadership and
ethics, market research and marketing plans for the small business. Students leave
the course with an effective, valid business plan ready to implement.
Non‐credit course
Non‐credit course
Year 4 – Semester 8
Marketing is an ever‐evolving profession. Trends will come and go; however,
successful marketing is built on a sound marketing strategy. This course will engage
students in planning for and applying the most current online and traditional media
to optimize customer engagement. Students will be asked to critically assess the
appropriateness of current marketing trends, evaluate how these can translate into
value for the customer and provide recommendations for applying these strategies
today and in the future. Students will also be exposed to a variety of industry
experts and guest lecturers throughout the term.
This course provides an overview of the fundamentals of e‐Commerce, with a
particular emphasis on the challenges and applications of e‐Commerce in a global
environment. E‐Commerce topics explored ‐include security issues, billing and
payment systems, and supply chain. Cross border issues will also be considered.
There will be an emphasis on learning from real‐world successes and failures via
cases. The course will culminate in the development of an e‐Commerce plan for a
multinational business.
The purpose of this capstone course is to enable the student to draw on all the
tools, both theoretical and practical from previous courses and apply them to a
“real life” business situation; using a business from our community as a living case
study. Students will be coached through the process of defining the problem,
conducting a comprehensive situation analysis utilizing primary and secondary
market research, formulating alternatives and recommending a viable business
strategy complete with an action plan for implementation. This course will also
focus on developing students’ time‐management, project management,
organization, team building, communication and leadership skills.
This course explores the four elements of strategic management from a leadership
perspective: environmental scanning, strategy formulation, strategy
66 Bachelor of Commerce (Digital Marketing)