This subject continues from an introductory marketing course and relates marketing theory and concepts to the creation of effective marketing strategies and strategic marketing management. This subject advances the study of marketing planning, buyer behaviour and market research distribution. Using metrics, students will evaluate the attractiveness of marketing opportunities and the impact of marketing decision-making. The successful student will be able to demonstrate the ability to solve marketing problems employing creative thinking and a disciplined application of marketing theory and principles. The student will be able to develop marketing strategies and make marketing decisions which achieve corporate objectives within the consumer, organizational and nonprofit sectors of the Canadian business environment.