2007-2008 University of Guelph Graduate Calendar

Appendix A - Courses

Marketing and Consumer Studies

MCS*6000 Consumption Behaviour Theory F [0.50]
A review of the nature and scope of consumption behaviour and the approaches to studying the role of human consumption using the major theoretical perspectives.
MCS*6020 Marketing Strategy & Decision Support Systems U [0.50]
The application of knowledge about consumer behaviour, markets, research, problem-solving approaches, and concepts and principles of marketing to the analysis of marketing situations and problems, and the formulation of marketing strategy and policy. Includes the use of marketing-decision support systems, simulations and models for strategy formulation and decision making for product development, test marketing, and marketing-mix decisions.
MCS*6050 Research Methods in Marketing and Consumer Studies F [0.50]
A comprehensive review of measurement theory, including issues such as construct definition, scale development, validity and reliability. Applicants of measurement principles will be demonstrated, particularly as they relate to experimental and survey research design.
MCS*6060 Multivariate Research Methods W [0.50]
A review of selected multivariate analysis techniques as applied to marketing and consumer research. Topics include regression, anova, principal components, factor and discriminant analysis, nonmetric scaling and trade-off analysis. The course uses a hands-on approach with small sample databases available for required computer-program analysis.
MCS*6080 Qualitative Research Methods W [0.50]
A review of the nature, importance and validity issues associated with qualitative research. Topics include theory and tactics in design, interpersonal dynamics, analysis of interaction and transcripts.
MCS*6100 Marketing Theory F [0.50]
A theoretical understanding of marketing, including philosophy of science and marketing, a history of marketing thought, market orientation, marketing strategy theory, modeling, social marketing, and ethical issues in marketing.
Restriction(s): Signature required for non-COST students.
MCS*6120 Marketing Management U [0.50]
A study of marketing decision-making with emphasis on the formulation of strategic marketing plans.
MCS*6150 Quality Assurance Management W [0.50]
Examination and review of principles and concept of quality assurance and their application to consumer products and services. Topics include applied aspects of total-quality management principles.
MCS*6350 Consumer, Business and Government Relations F,W [0.25]
The development of an original and critical perspective to major issue development and macro-level-policy formation processes concerned with business and government interfaces, business and consumer interfaces, and Canadian and international product/service standards, which provide structure for issue management and policy development.
MCS*6370 Consumer Economics U [0.50]
An applied economics course focusing on aggregate consumption at the domestic/international level; financial and time allocation at the individual/household level; theoretical, mathematical and econometric analysis of consumption; applications to contemporary consumption issues and problems.
MCS*6500 Global Business Today U [0.50]
This course will survey the key issues related to doing business internationally including the cultural context for global business, cross border trade and investment, ethics, the global monetary system, foreign exchange challenges and effectively competing in the global environment.
Restriction(s): Non MBA/MA Leadership students only by permission of Executive Programs Office.