The McMaster Continuing Education office will be closed for the holiday break on Wednesday, December 25, 2024. We will respond to inquiries when the office re-opens on Monday, January 6, 2025.
Marketing impacts every aspect of our lives. Where we shop, how we eat, what we drive and even where we live, can be influenced by marketing. MKT 819 is a survey course that introduces learners to the basic concepts of marketing, viewed within a corporate framework. During the course we study the modern marketplace and discuss the impact of the environmental factors that shape marketing and influence the type of products that companies market. Topics include the development of new products, identifying market segments and targeting consumer groups, pricing strategies, brand equity, distribution channel and promotional activities.
No Scheduled Class Meetings, January 13 - April 13 (Online)
Location:
ONLINE
Instructor:
Paul Lawton
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
Paul Lawton
People Card Modal Dialog
As a cultural ethnographer and former adjunct professor of sociology at the University of Lethbridge, Paul’s PhD research focused on digital health and the emerging social web. Paul transitioned from academia into the agency world in 2013 as head of digital at Cohn & Wolfe and, more recently, as VP Strategy at Cossette, where he led brand strategy on the Canopy Growth portfolio during the legalization of cannabis in Canada. Paul has owned two independent record labels that have released 100+ albums by emerging Canadian musicians over the last 10 years and has a deep understanding of Canadian culture from years of touring coast to coast.
Christina Nolan is a marketing/business consultant. She has worked in marketing and communications for over fifteen years in financial services, where she has managed everything from online banking and product offers to niche marketing offers for Students, Youth and Newcomers.
In her spare time, you can find her with a camera in hand or with her hiking shoes on. She is a firm believer in giving back and volunteers with the Alzheimer’s Society Music Project as well as TIFF if time allows.
