Course Description

Business-to-consumer (B2C) marketing is concerned with selling products or services directly to customers. In order to turn shoppers into buyers, B2C marketing professionals need to know who their customers are, what motivates them to buy and how to deliver an offer they cannot resist. Learn how to build and implement creative advertising and direct response campaigns that will capture the attention of buyers. Through case studies and interactive exercises, build your knowledge of specific topics including audience segmentation, media planning, creative concept and message development, coupons and discounts, email campaigns and customer loyalty.

Course Details

Course Learning Outcomes

Broad Learning Outcome

Upon completion of this course, you will understand the core components of B2C marketing and how they fit together to achieve your company’s marketing goals. You will be able to think strategically about who you should target and how. 

Supporting Learning Outcomes

Upon successful completion of this course, you will:

  • Understand the 4 P’s of marketing and concept of integrated marketing communications in a B2C context.
  • Explore techniques in order to better understand your customer
  • Explain how and why consumers’ make decisions or engage in behaviours that are important to marketers.
  • Be able to apply the elements of the promotional mix.
  • Recognize various tactics to engage your customer and build brand advocates.
  • Learn how to build a powerful advertising campaign.
  • Grasp the basics of measuring campaign results.

Applies Towards the Following Certificate(s)


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8:30AM to 4:30PM
Jun 01, 2019 to Jun 22, 2019
Schedule and Location
Delivery Options
Course Fees
Flat Fee non-credit $495.00
Reading List / Textbook
No Text Required
Section Notes

Due to the intensive nature of this course, it is recommended that you familiarize yourself with course materials before your first class.

Assignments and group work will be required throughout the course duration and a final assignment may be due after the course has ended.

This course uses Desire2Learn (D2L), an online learning management system. The instructor will post your course outline and other materials in D2L one week prior to the course start date. For more information about D2L, please visit our Online Learning Resources.

Students are expected to attend all sessions.

A $25 fee applies for course withdrawals and transfers. Unless otherwise stated, notice of a withdrawal or transfer from a course must be received at least ten calendar days prior to the start date of the course.

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