What you will learn
- Effective communication, both oral and written; analyzing your audience, preparing to communicate, tailoring messages, storytelling, and advanced communication skills.
- Core value propositions and a business model framework, competition and macro environmental tools, theories of disruption, basic accounting literacy and concludes with an integrated look at business functions.
- Market Research and its importance to strategy, brand strategy, pricing, integrated marketing communication, social media strategy, and more.
This is business in a nutshell; learn key concepts and frameworks that underpin business.
Learn how to communicate effectively in a business setting: understand diverse audiences and build sound arguments.
3Introduction to Marketing
Learn the fundamentals to marketing, including strategies and tools used across industries.
Meet your instructors
Elicia is a popular lecturer in the law and business communications group at UBC Sauder. Prior to starting her teaching career, she was a lawyer at a national law firm where she worked with all types of companies, from start-ups to major international companies. Elicia’s expertise is in enabling companies to successfully navigate critical business situations, such as obtaining initial funding, negotiating strategic transactions, and raising capital in private markets. Her ability to provide practical solutions that directly tie to business objectives directly informs Elicia’s teaching practice at UBC, where she works with undergraduate and graduate students. She completed both her BComm and JD at UBC.
Marlisse Silver Sweeney
Marlisse is a lecturer in the Law and Business Communications group at the UBC Sauder School of Business. She completed her BFA and JD at UBC, followed by her MS from Columbia University Graduate School of Journalism. She was called to the Bar of British Columbia in 2012 and is a non-practicing lawyer. Marlisse is a freelance journalist, while also teaching top-rated business communication courses at UBC. Her writing has been published throughout North America, including in The Atlantic, The Globe and Mail, The Columbia Journalism Review, Ars Technica, Public Radio International, Salon, The Daily Beast and American Lawyer Magazine.
Darren is the Senior Associate Dean, Faculty and Research, and the BC Innovation Council Professor at the Sauder School of Business. He was appointed a 3M National Teaching Fellow in 2013 and is recognized globally for both is research and teaching excellence in marketing strategy, entrepreneurship, and creativity. Darren was ranked as the #1 professor worldwide for marketing research by the American Marketing Associated in 2015 and was runnier up in The Economist _magazine’s Business Professor of the Year in 2013. His research has been presented at numerous national and international conferences, and published in various texts and such journals as the _Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Management Science, _and _Journal of Consumer Psychology. He is currently the associate editor of the Journal of Consumer Research and serves on the editorial board of the Journal of Marketing Research, Journal of Marketing, and the Journal of Consumer Psychology. He has consulted and organized education programs for a number of non-profit and for-profit organizations such as Cathay Pacific, Proctoer & Gamble, Xerox, General Electric, Vancouver Public Health, Teekay Shipping, Hagensborg Foods, Lulu Lemon Athletica, Earls Restaurants, BCLC, Agent Provocateur, Daehong Advertising – Korea, and LIC India. Darren received his Ph.D. from the University of British Columbia.
Paul is a full-time faculty member of the Marketing and Behavioural Science Division at the Sauder School of Business at UBC. He leads the Entrepreneurship Group, in the undergraduate and graduate programs, teaching actively in both of these. Paul is a multiple award winning educator, both for innovative design of learning experiences, and consistent high quality and was awarded the Sauder School of Business, UBC “Talking Stick” for pedagogical innovation. He engages in substantial team-teaching work, and collaboration across faculties to support effective learning in new venture start-ups and successful marketing of these, focusing on customer discovery and business model validation with STEM researchers. Paul has consulted extensively to industry both in formal educational training, and privately. Prior to moving into education, Paul’s career in industry includes 3 years in advertising, working for J Walter Thompson, and 10 years with Unilever, the Anglo Dutch consumer goods’ multinational, where to undertook major assignments in marketing and sales. Paul holds a B.A. Honours degree from Oxford University, England, and an MBA from Simon Fraser University, BC, Canada.