This course provides students with the skills to develop, implement, and monitor an audience-driven marketing plan. Students will explore how organizations plan, create, deliver, and sustain competitive advantages within the marketplace. By analyzing environmental variables affecting an organization, its industry, and its competitors, students will learn how to formulate a strategic and profitable market position. In addition to developing a well-structured marketing plan, this course delves into performance management by emphasizing implementation strategies, budgetary considerations, and change controls, ensuring continuous evaluation, optimization, and alignment with organizational goals.
No Scheduled Class Meetings, May 4 - August 2 (Online)
Location:
ONLINE
Instructor:
Jeffrey O'leary
Notes:
You will gain access to your online course three days before the course start date. Please note registering after the course start date may delay course access and does not permit exceptions to coursework due dates, late textbook purchase
Instructors
Jeffrey O'leary
People Card Modal Dialog
Dr. Jeffrey O’Leary works at the Canadian Marketing Association as the Vice President of Finance and Learning. Prior to this he has worked at Karl Storz Medical Devices, Maple Leaf Foods and Wolseley Canada in various Marketing, Sales and Finance roles.
He holds a Bachelor of Business Administration from the University of New Brunswick, a Master of Business Administration and has earned the Chartered Professional Accountant (CPA), Certified Management Accountant (CMA) and Chartered Marketer (CM) designations.
Currently Jeff teaches online, online self-study, and virtual courses at McMaster.
