Sign Up for Email Updates

Course Description

This course provides students with an opportunity to extend their knowledge of the marketing principles and strategies they learned in MCS*1000 to develop a marketing plan and to explore sales as a career.

Learning Outcomes

By the end of the course, the learner should be able to:

  1. Identify and evaluate opportunities that align with corporate objectives.
  2. Analyze consumer, competitor, and company data to assist strategic business decision-making.
  3. Recommend and justify a strategy along with marketing tactics to deliver a solution to satisfy the needs of a target market.
  4. Demonstrate proficiency in professional business communication.
  5. Explain how effective marketing contributes to competitive advantage, value creation, and organizational decision-making.
  6. Recognize the importance of ethics and sustainability in marketing strategy.

Course Topics

  • Review of Key Concepts & Intro to International Marketing
  • Marketing Strategy and Planning
  • Market Research Essentials
  • Customer Relationship Marketing
  • Consumer and Business Markets
  • Segmentation, Target Market, and Positioning
  • Product Strategy and New Product Development
  • Brand Management
  • Pricing and the Value Offering

Additional Requirements

Pre-requisite(s): 10.00 credits including MCS*1000


Assessment Item Weight Learning Outcomes
Quizzes (5) 20% 1, 2, 3, 5, and 6
Video Discussions and Questions (5) 20% 1, 2, 3, 5, and 6
Midterm Test 25% 1, 2, 3, 5, and 6
Case Study Project (group) 30% 1, 2, 3, and 4
Case Study Peer Evaluation 5% 4
Total  100% 1, 2, 3, 4, 5, and 6



Additional Technical Requirements

This course will use the following:

  • Respondus tool to invigilate one or more exams.

Please view the Technical Considerations.

Technical Requirements

You are responsible for ensuring that your computer system meets the necessary system requirements. Use the browser check tool to ensure your browser settings are compatible and up to date (results will be displayed in a new browser window).

*Course details are subject to change.

Enrol Now - Select a section to enrol in
Section Title
Advanced Marketing
September 05, 2024 to November 29, 2024
Contact Hours
Delivery Options
Course Fee(s)
Domestic Tuition Fee $683.39 Click here to get more information
Domestic Tuition Fee - Non-Ontario $745.75 Click here to get more information
International Tuition Fee $3,379.57 Click here to get more information
Available for Credit
4.0 units
Reading List / Textbook
You may purchase your course textbook, or other required/supplementary reading and learning materials, from the University of Guelph Bookstore or the Guelph Campus Co-op Bookstore, or from another third-party seller.
Section Notes
Note:  If you are in a degree program at the University of Guelph, please DO NOT register using the link above.  You must register through WebAdvisor.
Required fields are indicated by .