Glendon Campus
York University
2275 Bayview Avenue
Toronto, Ontario
Canada M4N 3M6
Glendon Economics Course and ITS Canada Partner for Marketing Plan


Intelligent transportation is a growing sector that seeks to apply the latest advancements in technology to improve the safety and efficiency of all forms of transport. Some common examples of intelligent transport include the cameras on the 407ETR, digital signs along the major highways that advise drivers of traffic conditions ahead, red light cameras at busy intersections, and sensors embedded in roadways to measure traffic flow and volume.

Glendon’s third-year marketing and consumer economics course (GL ECON 3245) combines theories from microeconomics with behavioural psychology to understand the numerous, often complex factors that drive individual consumption choices. The implications of these factors are enormous for firms in an increasingly competitive, dynamic market. The course uses interactive cases and exercises to examine various models predicting consumer behaviour, product life-cycle theory, strategies for pricing and promotion, and what makes for an effective advertising campaign.

Each year’s curriculum includes a major group project for the course. This year, the students had the exciting opportunity of partnering with ITS Canada, a non-profit organization focusing on intelligent transportation. Their task was to develop a marketing strategy intended to raise awareness about the Society and to expand ITS Canada’s membership base.

Students in the Glendon marketing and consumer economics course

“ITS Canada comprises some of Canada’s top technology firms in the transportation field, as well as government agencies and universities from across Canada”, says Carl Kuhnke, ITS Canada’s Executive Director. “Our interest in this project is to stimulate thought with the students about how an organization designed to be non-profit can ultimately assist its profit-making members to take advantage of opportunities in Canada and around the world. We are also hoping to raise the profile of the Intelligent Transportation Systems field, and its importance in the economic and social well-being of the country.”

Bilingualism was an important factor in formulating this project. Since the Society has members across Canada, ITS Canada was particularly eager to work with Glendon students, because they have the ability to work in both official languages.

“Students in the course reap many benefits from this experience”, says course director Danielle Lamb. ”In addition to the unique challenges inherent in devising a marketing strategy for a non-profit corporation, they also have the opportunity to gain hands-on marketing experiences, the occasion to network and learn from professionals in the industry, as well as develop a tangible example of their work to take with them into the labour market.”

Published on April 30, 2009