Introduction to Marketing

6 Weeks 3 - 5 Hours per week
3242

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About this course

Marketing is a crucial function in all businesses and organizations, and is becoming increasingly crucial to success in our modern global economy. This course, regardless of your industry background, will teach you core concepts and tools to help you better understand and excel in marketing. Key topics include Market Research and its importance to strategy, brand strategy, pricing, integrated marketing communication, social media strategy, and more.

Learn through award-winning teaching approaches of the Sauder School of Business’s marketing faculty. This course will bring a marketing lens to complex business and organization challenges and aid in holistic decision-making that aligns with customer and company goals.

This course is for anyone interested in marketing.

What you’ll learn

  • Develop a basic customer segmentation system
  • Begin to understand the psychology of consumer decision making
  • Develop pricing strategies that maximize profitability
  • Define appropriate channel systems that go-to-market efforts
  • Understand how marketing metrics can benefit your business

Meet your instructors

Paul Cubbon

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.

Darren Dahl

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.
3242

Duration

6 Weeks

Experience Level

Introductory

Learning Partner

University of British Columbia

Program Type

Professional Certificate

Subject

Business Business & Management