Institutions & Courses Taught
Consulting and Research Methods – MBA level
This course introduces students to the field of consulting. The first part of this course examines the process for developing relationships, assessing client needs and securing consulting contracts. The second part of the course looks at building the consulting team and managing the consulting contract. In addition, students study the role of research and how data is acquired and used to assist managers solve problems and make sound management decisions.
International Marketing – Undergraduate and MBA levels
International marketing is an important class for students who aim to work cross-culturally. A few of the concepts taught in this course include how to conduct a cultural assessment, methods to assess market potential, analyze business risk and how to profile competitors. In addition, students learn about cross-culture negotiations, market entry strategies, modifying products for international markets, pricing for foreign markets, export and import documentation requirements and global promotional strategies. Students also learn how to develop an international marketing plan.
Sports Marketing – Undergraduate and MBA levels
Sports marketing is a special topics course that was developed by myself for the University of Alberta. The first part of the course looks at methods for segmenting the sports fan market and identifying the needs and motivations of different segments. The second part of the course deals with creating the total event package which includes both the core sporting event and auxiliary events such as half-time shows and fan appreciation events. The final part of the course includes learning how to develop a promotional strategy, media buying, managing ambush marketing and measuring the effectiveness of corporate sponsorship and corporate venue naming.
Marketing Strategy – Undergraduate level
Strategic marketing is a capstone course that prepares students for real world marketing challenges. The objective of this course is to provide students with the analytic, planning, and communication skills to be successful marketing managers. An important component of this course is to understand the financial dimension of implementing strategies and determining whether the selected strategies will contribute to the organization’s profitability.
Consumer Behavior (Consumer Psychology) – Undergraduate level
This is largely a course in consumer psychology. In this course the students study how biological and environmental factors influence consumer behavior and decision making processes. Additional concepts studied in this course include the psychology of consumer motivation, perception, belief and attitude formation, as well as the psychology of consumer status seeking behavior.
Advertising and Promotions – Undergraduate level
This is an advanced course in advertising and promotions and approaches advertising from both a psychological and applied perspective. Topics covered in this course include: positioning and branding, establishing promotional objectives, developing print and broadcast advertisements, creative strategy development, media planning, public relations, publicity and corporate sponsorship. In this course students learn how to create a comprehensive promotional plan.
Selling and Sales Management – Undergraduate level
This course is deals with management of an outside sales force. Students learn about the consultative selling process, sales rep performance evaluation, sales force recruitment, training, sales rep motivation, developing compensation programs, and how to design sales territories. The course concludes with a study of the ethical and legal responsibilities of sales reps and managers. An important part of this course is learning how selling and sales management activities must be integrated with an organization’s corporate plan and overall promotional objectives. In this course students learn how to create a sales plan.
Business and Research Methods – Undergraduate
This course teaches how to use both qualitative and quantitative research methods to collect market intelligence that helps managers make wise management decisions. Components of this course include how to design experiments, run focus groups, in-depth interviews and observation studies.
Introduction to Marketing – Undergraduate level
This is an introductory course where students are introduced to basic marketing theories and the role of marketing within the overall business framework. A few of the concepts learned in this course include: market segmentation, positioning strategy, product and service development, developing a pricing and distribution strategy, and promotion.