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Pilon School of Business

Marketing Management

A fast-track route to practical skills and a career in marketing.

Learning Outcomes

  • Establish a professional presence online incorporating the key disciplines of social media, search engine optimization, analytics, online navigation and user experience in order to drive traffic to an organization's website.
  • Employ digital tools to analyze the effectiveness of a marketing campaign.
  • Formulate a marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations and evaluation criteria.
  • Write a business plan for an entrepreneurial start-up venture.
  • Develop pricing strategies that take into account perceived value, competitive pressures and corporate objectives.
  • Develop strategies for the efficient distribution of products and services.
  • Apply the principles of business ethics and corporate social responsibility.
  • Determine strategies for developing new products and services that are consistent with evolving market needs.
  • Evaluate the viability of marketing a product or service in an international market or markets.
  • Evaluate results of marketing activities using criteria related to budgeted sales, costs and profits.
  • Prepare and deliver a sales presentation.
  • Communicate marketing information persuasively and accurately in oral, written and graphic formats.