2007-2008 University of Guelph Undergraduate Calendar

X. Degree Programs

Bachelor of Commerce (B.Comm.)

Marketing Management (MKMN)

Department of Marketing and Consumer Studies, College of Management and Economics

The Marketing Management major is interdisciplinary, follows a liberal education philosophy, and is built on our Department's long-standing expertise in the field of consumer research. Therefore, the courses to be followed span departments and colleges across the University and are designed to support the University's 10 learning Objectives.

The Department of Marketing and Consumer Studies recognizes that we are not only responsible for preparing students for a career in marketing but for educating them so that they can be active, engaged citizens. This can only result from a balanced curriculum of marketing and liberal education courses capable of providing students with an understanding of the world they will work and live in, and the problem solving, communication, and visualization skills needed to function effectively in it. Students will gain education and skill in the management and leadership of product and services marketing in a global economy. They will be prepared to work and live effectively in today's world and to be flexible enough to pursue a variety of marketing career paths and diverse leadership roles. The major is administered by the Department of Marketing and Consumer Studies in the College of Management and Economics. Students can contact the B.Comm. Program Counsellors or the Faculty Advisors if they have questions.

Liberal Education Requirement

As part of the graduation requirement all students within the B.Comm. Program are required to complete 1.50 credits from at least two different subject prefixes as listed under the B.Comm. Program Information section of the undergraduate calendar.


For this major, 20.00 credits are required, of which 14.50 are specified, 3.00 are restricted electives (from lists), 1.50 are Liberal Education electives, and 1.00 are free electives. A possible program sequence is outlined below.

Semester 1- Fall
ECON*1050 [0.50] Introductory Microeconomics
MCS*1000 [0.50] Introductory Marketing
Semester 2 - Winter
BUS*2220 [0.50] Financial Accounting
ECON*1100 [0.50] Introductory Macroeconomics
Semesters 1 or 2 - Fall or Winter
MATH*1000 [0.50] Introductory Calculus
PSYC*1200 [0.50] Dynamics of Behaviour
0.50 Communication electives see List E1
0.50 Marketing Environment electives see List E2
0.50 Liberal Education electives
0.50 electives
Note: Marketing students who are exceptionally strong in mathematics may consult with the Faculty advisor to substitute an alternative mathematics course for MATH*1000 (MATH*1080 or MATH*1200).
Semester 3 - Fall
BUS*2230 [0.50] Management Accounting
MCS*2000 [0.50] Business in a Changing World
Semester 4 - Winter
STAT*2060 [0.50] Statistics for Business Decisions
Semesters 3 or 4 - Fall or Winter
ECON*2310 [0.50] Intermediate Microeconomics
HTM*3000 [0.50] Human Resources Management
MCS*2020 [0.50] Information Management
MCS*2600 [0.50] Fundamentals of Consumer Behaviour
MCS*3040 [0.50] Business and Consumer Law
0.50 History electives see List E3
0.50 Global Perspective electives see List E4
Semester 5 - Fall
BUS*3320 [0.50] Financial Management
Semester 6 - Winter
AGEC*3310 [0.50] Operations Management
MCS*3010 [0.50] Quality Management
Semesters 5 or 6 - Fall or Winter
HTM*4390 [0.50] Individuals and Groups in Organizations
MCS*3020 [0.50] Services Marketing
MCS*3030 [0.50] Research Methods
MCS*3500 [0.50] Market Analysis and Planning
MCS*3620 [0.50] Marketing Communications
0.50 Leadership/Professionalism electives see List E5
0.50 Liberal Education electives
Semester 7 - Fall
ECON*3560 [0.50] Theory of Finance
Semester 8 - Winter
BUS*4250 [0.50] Business Policy
Semesters 7 or 8 - Fall or Winter
MCS*3600 [0.50] Consumer Information Processes
MCS*4040 [0.50] Management in Product Development
MCS*4370 [0.50] Marketing Strategy
MCS*4400 [0.50] Pricing Management
MCS*4600 [0.50] International Marketing
0.50 Capstone electives see List E6
0.50 Liberal Education electives
0.50 electives
Restricted Electives for the Marketing Management Major

The electives in the B.Comm. Marketing Management program are designed to supplement the major's required courses to ensure achievement of the University's 10 Learning Objectives. They supplement the major's required courses with regard to all of the Learning Objectives except "Numeracy". The Marketing Management program delivers substantial "Numeracy" through its required math, statistics, and economics courses as well as through emphasis on data analysis in courses such as Research Methods (MCS*3030) and Market Analysis and Planning (MCS*3500).

Please note that substitutions for restricted electives will be allowed if the Faculty Advisor agrees that a proposed alternative achieves the Learning Objective(s) of the course it will replace and has an equivalent level of rigour.

Also be advised that the following lists allow interested students to earn the Certificate in Leadership offered through the Office of Open Learning, by the College of Management and Economics concurrently with their B.Comm. degree. See http://www.leadershipcertificate.com/ for information regarding this Certificate and its course requirements. Please note that successful completion of the Certificate in Leadership is not reflected on University of Guelph transcripts.

Communication Elective - List EI

Consistent with the University Learning Objective of "Literacy" and to provide a foundation in the first year for oral and written communication in subsequent marketing courses, marketing management majors must take one [0.50 credits] of:

ENGL*1200 [0.50] Reading the Contemporary World
LING*1000 [0.50] Introduction to Linguistics
PHIL*1050 [0.50] Introductory Philosophy: Basic Problems
UNIV*1200 [0.50] First Year Seminar
0.50 credits from FREN, GERM, GREK, ITAL, LAT, SPAN
Marketing Environment Elective - List E2

Consistent with the University Learning Objective of "Depth and Breadth of Understanding" and to supplement the knowledge students gain in MCS*1000 about the socio-cultural, economic, political/legal, and technological "environmental" factors that must be taken into consideration in marketing decision-making, marketing management majors must take one [0.50 credits] of:

AGR*1250 [0.50] Agrifood System Trends & Issues
ANTH*1150 [0.50] Introduction to Anthropology
ARTH*1220 [0.50] The Visual Arts Today
ENVB*2010 [0.50] Food Production and the Environment
FREN*1000 [0.50] Understanding the French Speaking World
FRHD*1010 [0.50] Human Development
GEOG*1200 [0.50] Society and Space
GEOG*1220 [0.50] Human Impact on the Environment
GEOG*2510 [0.50] Canada: A Regional Synthesis
HIST*2610 [0.50] Contemporary Canadian Issues
MCS*1400 [0.50] Introduction to Design
NUTR*1010 [0.50] Nutrition and Society
PHIL*2070 [0.50] Philosophy of the Environment
POLS*1400 [0.50] Issues in Canadian Politics
POLS*2250 [0.50] Public Administration
SOC*1100 [0.50] Sociology
History Elective - List E3

Consistent with the University Learning Objective of "Sense of Historical Development" and to help marketing majors develop a sense of the fundamental relativity of knowledge and understanding over time, marketing management majors must take one [0.50 credits] of:

ARTH*2490 [0.50] History of Canadian Art
EURO*1050 [0.50] The Emergence of a United Europe
HIST*1010 [0.50] Europe and the Early Modern World
HIST*1250 [0.50] Science and Society Since 1500
HIST*2070 [0.50] World Religions in Historical Perspective
HIST*2250 [0.50] Environment and History
HIST*2390 [0.50] Imperial and Soviet Russia Since 1800
HIST*2510 [0.50] The Emergence of Modern European Society 1789-1945
HIST*2800 [0.50] The History of the Modern Family
HIST*2910 [0.50] History of Modern Asia
MUSC*2280 [0.50] Masterworks of Music
Global Perspective Elective - List E4

Consistent with the University Learning Objective of "Global Understanding" and to help marketing management majors gain the global perspective needed in senior marketing courses such as International Marketing (MCS*4600), marketing management majors must take one [0.50 credits] of:

ECON*2410 [0.50] Intermediate Macroeconomics
GEOG*2030 [0.50] Political Ecology & Geography
HIST*1150 [0.50] 20th-Century Global History
POLS*1500 [0.50] World Politics
POLS*2080 [0.50] Development and Underdevelopment
POLS*2200 [0.50] International Relations
ZOO*1500 [0.50] Humans in the Natural World - a Zoological Perspective
Leadership/Professionalism Elective - List E5

To address the University Learning Objective of "Independence of Thought" as it is achieved through "Moral Maturity" or "Aesthetic Maturity" or "Understanding of Forms of Inquiry", and to help prepare senior marketing management majors for leadership positions in organizations, they must take one [0.50 credits] of:

MCS*2850 [0.50] Service Learning in Housing
PHIL*2600 [0.50] Business and Professional Ethics
POLS*3180 [0.50] Research Methods I: Political Inquiry and Methods
POLS*3940 [0.50] Accountability and Canadian Government
REXT*3060 [0.50] International Communication
REXT*4100 [0.50] Leadership Development in Rural Organization
UNIV*2000 [0.50] Foundations of Leadership
Capstone Elective - List E6

To address the University Learning Objective of "Love of Learning" as it is achieved through "Independence of Thought" and "Depth and Breadth of Learning", senior marketing management majors must take one [0.50 credits] of:

MCS*4050 [0.50] The Evolution of Capitalism: A Canadian Perspective
MCS*4100 [0.50] Entrepreneurship
MCS*4300 [0.50] Marketing and Society
MCS*4910 [0.50] Topics in Consumer Studies
MCS*4920 [0.50] Topics in Consumer Studies
MCS*4950 [0.50] Consumer Studies Practicum