Marketing

Our Career Training in Marketing is an intensive training that introduces you from fundamental marketing to digital marketing (e-marketing).  This training covers three major courses:

  • 1. Foundations of Marketing I (25 hours);
  • 2. Foundations of Marketing II (25 hours);
  • 3. Digital Marketing (30 hours).

Our assortment of marketing courses provides you with an understanding of all the elements of Marketing Management. Studies will include marketing planning, promotion, research, e-Marketing, and customer service and sales. Our marketing courses will help you develop the knowledge and skills for a successful marketing career, whether you are just starting out or have been working for a while. You will build a strong foundation in business fundamentals and develop specialized knowledge and applied skills with your marketing option.

Foundation of Marketing I (25 hours)

Course Description

This course is first part of foundations of marketing that give the student to explore the basic principles of marketing and its role in business.  The student will lean the marketing strategies to measure and manage the return on marketing, develop a SWOT analysis and competitive analysis, conduct primary and secondary market research, differentiate between consumer and business market and their buying processes, and conduct market segmentation, target market selection, and product positioning. In addition, student will be able to describe the decisions marketers make throughout the product life cycle for their products and services.

Prerequisite: None

Description of Modules

Chapter  1

Marketing and its environment

Chapter  2

Market segmentation

Chapter  3

The market segmentation process

Chapter  4

Obtaining data for marketing decisions

Chapter  5

Marketing strategy and the marketing plan

Chapter  6

Total customer satisfaction in marketing

Chapter  7

Consumer behaviour

Chapter  8

Business-to-business marketing

Chapter  9

Product management and strategy

Chapter 10

Service


Foundations of Marketing II (25 hours)

Course Description

This course is second part of foundations of marketing that give the student to explore the basic principles of marketing and its role in business.  In addition to the “four Ps” of marketing—product, price, place, and promotion—students will be introduced to how marketers create customer-driven marketing strategies based on their research and understanding of the marketing environment and customers. Students will develop a marketing plan and integrated marketing communications (IMC) plan based on a case study, which will be assessed on students’ application of marketing terminology and processes and in the professionalism of their work.

Prerequisite: Marketing Level I or equivalent.

Description of Modules

Chapter  1

Review basic marketing strategy and management

Chapter  2

Price determination

Chapter  3

Managing the pricing function

Chapter  4

Channel and distribution strategy

Chapter  5

Channel and distribution strategy

Chapter  6

Retailing

Chapter  7

Logistics and supply chain management

Chapter  8

Marketing communications strategy

Chapter  9

Marketing communications applications

Chapter 10

Global Marketing


Digital Marketing (30 hours)

Course Description

This course provides the student with e-Marketing techniques and strategies that can help any forward-thinking organization be competitive in today's business environment. Key areas that promise to leverage the power of Internet are: customer relationship management (CRM); 1:1 marketing; permission-based e-mail marketing; viral marketing; attributes of a good Website and Website marketing goals; Website promotion/search engine positioning/ranking, and key Internet technologies/terminologies/acronyms.

Prerequisite: Marketing Level II or equivalent.

Description of Modules

Chapter  1

Introduction to E-Marketing

Chapter  2

Strategic E-Marketing and Performance Metrics

Chapter  3

The E-Marketing Plan

Chapter  4

Global E-Marketing

Chapter  5

Ethical and Legal Issues

Chapter  6

E-Marketing Research

Chapter  7

Consumer Behavior Online 

Chapter  8

Segmentation, Targeting, Differentiation, and Positioning Strategies

Chapter  9

Product: The Online Offer

Chapter 10

Price: The Online Value

Chapter 11

The Internet for Distribution

Chapter 12

E-Marketing Communication

Chapter 13

Customer Relationship Management on e-business


Marking Scheme

This course has in-class exercises weights 25%, assignments weighs 50%, and one final project weigh 25% toward the final grade.

Instructors have the discretion to make changes to the marking scheme deemed necessary. For details, please refer to individual class syllabus.

Grading scale:

A

94 – 100%

C+

75 –   79%

A-

90 –   93%

C

70 –   74%

B+

86 –   89%

D

60 –   69%

B

83 –   85%

F

   0 –   59%

B-

80 –   82%

 

 



Total Training Hours: 80 hours
Training Frequency: 3 hours at one time; twice a week; schedule with trainers
Training Duration: 14 weeks
Delivery Method:   On-Campus or On-Sit (send trainers to participants’ workplace)
Tuition Fee: $8,300
Instructors / Trainers:  Jeff Chiang / TBA
Class Capacity:

On-campus Training: Maximum 15 students per class

On-site Training: Maximum 10 students

 

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 Retail Marketing Management

Our Career Training in Retail Marketing Management is an intensive training that introduces students with the evolving nature of retailing, including up-to-date data, current and Canadian examples, and cutting edge information on trends in retailing.  Focusing on a broad spectrum of retailers, students uniquely examine key strategic issues with an emphasis on the financial considerations and store management issues that are particular to the Canadian experience.   

This training covers three major courses: 1. Retail Marketing Management I (25 hours); 2. Retail Marketing Management II (25 hours); 3. Retail Digital Marketing (30 hours). 

Retail Marketing Management I (25 hours)

Course Description

This course is first part of Retail Marketing Management that gives the student to explore the basic retail business concept and retail strategies. This training is starting with global trends and narrowing the focus to North American issues and ultimately examining the most important issues facing British Columbia and Vancouver retail sectors. Students will able to explain and apply strategies for building and maintaining customer loyalty through branding, websites, social media and exemplary customer service.

Prerequisite: None

Description of Modules

Chapter  1

Introduction to the world of retailing

Chapter  2

Types of Retailers

Chapter  3

Customer values, services and retailing technologies

Chapter  4

Retail market strategy overview

Chapter  5

The retail environment: a situational and competitive analysis

Chapter  6

Retail locations Strategy – trade area decisions and site assessment

Chapter  7

Store design, layout, and visual merchandising strategy

Chapter  8

International retailing strategy

 

Retail Marketing Management II (25 hours)

Course Description

This course is second part of Retail Marketing Management that focuses on retail financial management and store management. This course will enable students to design a store layout by applying the basic principle of merchandise and buying strategies, and analyze profit path, merchandise turnover and other measures used to assess retailer’s financial performance. In addition, the legal, ethical and sustainable issues and their impact on retailing will be covered and discussed in this course.

Prerequisite: Retail Marketing Management I or equivalent.

Description of Modules

Chapter  1

Retail financial strategy

Chapter  2

Retail information systems and supply chain management

Chapter  3

Retail merchandise management

Chapter  4

Buying strategies

Chapter  5

Retail pricing

Chapter  6

Human resource management and staff training issues

Chapter  7

Building customer loyalty: customer relationship management and service strategies

Chapter  8

Developing an effective integrated retail communication mix

 

Retail Digital Marketing (30 hours)

Course Description

This course provides the student with retail e-Marketing techniques and strategies that can help any forward-thinking organization be competitive in today's business environment. Key areas that promise to leverage the power of Internet are: customer relationship management (CRM); 1:1 marketing; permission-based e-mail marketing; viral marketing; attributes of a good Website and Website marketing goals; Website promotion/search engine positioning/ranking, and key Internet technologies/terminologies/acronyms.

Prerequisite: Retail Marketing Management II or equivalent.

Description of Modules

Chapter  1

Introduction to E-Marketing

Chapter  2

Strategic E-Marketing and Performance Metrics

Chapter  3

The E-Marketing Plan

Chapter  4

Global E-Marketing

Chapter  5

Ethical and Legal Issues

Chapter  6

E-Marketing Research

Chapter  7

Consumer Behavior Online 

Chapter  8

Segmentation, Targeting, Differentiation, and Positioning Strategies

Chapter  9

Product: The Online Offer

Chapter 10

Price: The Online Value

Chapter 11

The Internet for Distribution

Chapter 12

E-Marketing Communication

Chapter 13

Customer Relationship Management on e-business

 

Marking Scheme

This course has in-class exercises weights 25%, assignments weighs 50%, and one final project weigh 25% toward the final grade.

Instructors have the discretion to make changes to the marking scheme deemed necessary. For details, please refer to individual class syllabus.

Grading scale:

A

94 – 100%

C+

75 –   79%

A-

90 –   93%

C

70 –   74%

B+

86 –   89%

D

60 –   69%

B

83 –   85%

F

   0 –   59%

B-

80 –   82%

 

 

 


Total Training Hours: 80 hours
Training Frequency: 3 hours at one time; twice a week; schedule with trainers
Training Duration: 14 weeks
Delivery Method:   On-Campus or On-Sit (send trainers to participants’ workplace)
Tuition Fee: $8,300
Instructors / Trainers: Jeff Chiang / TBA
Class Capacity:

On-campus Training: Maximum 15 students per class

On-site Training: Maximum 10 students
 

-----------------------------------------------------------------------------------------------

 Operational Marketing


Our Career Training in Operational Marketing is an intensive training that introduces students how to use tactics that convey the strategic message to meet the strategic goals of your company. As we all know that a marketing campaign consists of strategic and operational, or tactical, marketing activities. The operational marketing is including the products, retail price points, discounted price points, promotions, advertising, customer service, point-of-sale locations to achieve the company’s strategic marketing goals.

This training covers three major courses: 1. Operational Marketing I (25 hours); 2. Operational Marketing II (25 hours); 3. Operational Marketing III (30 hours). 

Operational Marketing I (25 hours)

Course Description

This course is first part of Operational Marketing that provides students with a basis for understanding the marketing communications process, how it influences consumer decision making, and how to develop promotional strategies.  Students will be able to create the integrated marketing communication plan to meet their company strategic marketing goals.

Prerequisite: None

Description of Modules

Chapter  1

Integrated marketing communications (IMC)

Chapter  2

Organizing for integrated marketing communications: Role of Agencies

Chapter  3

Consumer behaviour and target audience decisions

Chapter  4

Communication response models

Chapter  5

Objectives for the integrated marketing communication plan

Chapter  6

Brand positioning strategy decisions

Chapter  7

Creative strategy decision

Chapter  8

Creative tactics decisions

Chapter  9

Measuring the effectiveness of the promotional message

 

Operational Marketing II (25 hours)

Course Description

This course is second part of Operational Marketing that provides the opportunity to develop a complete communications plan from the situation analysis to creative solutions. Reviews the role of strategic planning as it applies to media, creative, sales promotion and research.

Prerequisite: Operational Marketing I or equivalent.

Description of Modules

Chapter  1

Media planning and budgeting for IMC

Chapter  2

Broadcast media

Chapter  3

Print media

Chapter  4

Out-of-home and support media

Chapter  5

Sales promotion

Chapter  6

Public relations

Chapter  7

Direct marketing

Chapter  8

Internet media

Chapter  9

Regulatory, ethical, social, and economic issues for IMC

 

Operational Marketing III (30 hours)

Course Description

This course explores the basic fundamentals of selling from a Canadian perspective. This training provides students with the foundation for understanding the entire selling process including selling as a profession, preparation for relationship selling, the relationship selling process, and keys to successful selling career. State-of-the-art selling strategies, practices and techniques are presented in a "how-to" fashion. This course also includes up-to-date content on integrating technology and social media in selling, real world examples of sales professionals in Industry Perspectives, sales applications, exercises, role plays, and cases.

Prerequisite: Operational Marketing II or equivalent.

Description of Modules

Chapter  1

Relationship selling opportunities in the information economy

Chapter  2

Evolution of selling models that complement the marketing concept

Chapter  3

Creating value with a relationship strategy

Chapter  4

Creating product solutions

Chapter  5

Product-Selling strategies that add value

Chapter  6

Developing a customer strategy

Chapter  7

Approaching the customer with adaptive selling

Chapter  8

Determining value with the consultative demonstration

Chapter  9

Negotiating buyer concerns

Chapter 10

Adapting the close and confirming the partnership

Chapter 11

Servicing the sale and building the partnership

 

Marking Scheme

This course has in-class exercises weights 25%, assignments weighs 50%, and one final project weigh 25% toward the final grade.

Instructors have the discretion to make changes to the marking scheme deemed necessary. For details, please refer to individual class syllabus.

Grading scale:


A

94 – 100%

C+

75 –   79%

A-

90 –   93%

C

70 –   74%

B+

86 –   89%

D

60 –   69%

B

83 –   85%

F

   0 –   59%

B-

80 –   82%

 

 

 

Total Training Hours: 80 hours
Training Frequency: 3 hours at one time; twice a week; schedule with trainers
Training Duration: 14 weeks
Delivery Method:   On-Campus or On-Sit (send trainers to participants’ workplace)
Tuition Fee: $8,300
Instructors / Trainers:  Jeff Chiang / TBA
Class Capacity:

  • · On-campus Training: Maximum 15 students per class
  • · On-site Training: Maximum 10 students





 

Contact Us

Call us: Phone: +1 604-736-2378
United Pacific College
#2380-2385 8888 Odlin Cre
Richmond BC
Canada V6X 3Z8
Or send us an email E-mail: info.upccollege@gmail.com