Marketing

Marketing is the area of managementresponsible for researching and satisfying customer needs, through product and service development, planning, pricing, advertising, promotion and distribution. According to American Marketing Association Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Graduates with an undergraduate degree in marketing have endless career opportunities in the marketing world as it is an integral and in-demand job for most companies. Many find jobs in entry level positions in sales or as assistants in marketing departments and general management. Others may be employed in marketing research or advertising. A postgraduate degree will help in landing jobs in senior positions such as advertising manager, consumer behaviour consultant, marketing researcher, product and brand manager, public relations manager and retail manager. Marketing students will acquire in depth knowledge that can help in any business-related career. Duration of an undergraduate degree program in marketing is three years.

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First year modules
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First year subjects are aimed at making students understand the fundamentals of management studies and the basic concepts and skills necessary for a broad understanding of the marketing environment. The modules generally comprise of Financial Aspects of Business, Marketing Intelligence, Marketing Theory and Practice and Personal and Professional Development

Second year modules
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Modules studied during the second year aims at furtherdeveloping students understanding on fundamental marketing concepts. Students take more theoretical marketing modules alongside business-related modules, Second year modules generally comprise of Brand Management, Consumer Behaviour, Marketing Research, Entrepreneurship and Small Business Marketing, Fashion and Luxury Goods Marketing and Managing Marketing.

Third year modules
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Subjects covered during the third year generally comprise of E-Marketing Strategy and Social Media, Marketing Strategy and Planning, Creative Advertising and Promotion, Direct and Customer Relationship Marketing and International Marketing Optional subjects may include New Venture Management, Public Relations and Corporate Reputation Management and Services Marketing Management. Also in many universities students have to undertake Work Internship program during the final year.

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“Marketing is a race without a finishing line”, said famous Marketing author and professor, Philip Kotler. Most students who have a keen interest in marketing are also excited about the immense opportunities it offers. The course offers students adequate exposure in the form of workshops and seminars along with the mandatory study material, assignments and assessments. It is always a race against many odds for students that choose to major in Marketing at the university level- undergraduate, postgraduate or PhD or study this subject as part of other courses in Canada.

Written submissions in the form of academic essays, critique, case studies, reports, analysis, are just some of the different kinds of mandated contributions from the students, which are graded. Often students feel demoralised along the way finding it difficult to handle the complexity of the topics in Marketing. Putting pen to paper to churn out varied written assignments according to university specifications in a stipulated timeframe tends to overwhelm the students who are already juggling between classes and examinations. This can cause an overall dip in performance especially in the assignments and submissions, which can reflect adversely on the grades. Students can face a huge setback very early in their marketing journey and some of them never really catch up.

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