Course

Introductory Marketing

Faculty
Commerce & Business Administration
Department
Marketing
Course Code
MARK 1120
Credits
3.00
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
35
Method(s) Of Instruction
Lecture
Seminar
Course Designation
None
Industry Designation
None
Typically Offered
To be determined

Overview

Course Description
This course introduces the student to the major concepts involved in the marketing function. The course addresses the role of marketing in the firm and in the business community, and explores the tools and techniques used in developing a marketing strategy. Particular emphasis is placed on the importance of the elements of the marketing mix -- product, price, place and promotion, current marketing issues and analytical methods.
Course Content
  1. The Marketing Process
    • The meaning and importance of marketing from a historical perspective.
    • Marketing functions and marketing variables in the context of the corporation.
  2. The Marketing Environment
    • The environment within which marketing decisions must be made and executed; specifically, attention will be given to the competitive, regulatory, technological, social and economic environments.
  3. Marketing Decision-Making
    • The marketing planning process -- attention will be given to information requirements and process for marketing analysis and decision-making.
    • The sequence of steps in making marketing decisions in the firm.
  4. Consumer Behaviour
    • An introduction to the factors affecting the purchasing behaviour of consumers, both industrial and individual.
    • Internal and external influences on buyers.
  5. Market Segmentation
    • The bases and uses of market segmentation.  Emphasis will be placed on geographic, demographic, psychographic and usage rate/benefit bases.
  6. Market Research
    • The methods of collecting and analyzing marketing information.  Survey research, secondary data sourcing, observation and other techniques will be discussed.
  7. Product Strategy
    • Definitions of what constitutes a product, product life cycles, and product classifications.
    • The particular issues related to new product development and marketing.
    • Marketing services & intangibles
  8. Business Marketing
    • Introduction to the similarities and differences between consumer and business marketing.
    • The marketing of services, non-profit and charitable organizations, and the differences between product and services marketing.
  9. Pricing Strategy
    • The concept of price, pricing objectives and methods of price determination.
    • Introduction to break-even analysis as an example of the quantitative techniques used in price setting.
  10. Distribution Strategy
    • The options and problems involved in the distribution of goods.  Topics will include the role of wholesalers and retailers, and the functions within these types of organizations.
    • Current trends in distribution.
  11. Promotion Strategy
    • The importance of the promotional mix.
    • Advertising, sales promotion, publicity and personal selling strategies and tactics.
    • The role of these activities in modern society.
Learning Activities

Instruction methods used will be lectures, seminar/discussions, and case analyses and discussions supplemented by appropriate videos, guest speakers and classroom activities.  Some sections of this course will be available on-line.

Means of Assessment
Term Tests (2 or more)       20%
Mid Term Exam  20%
Final Exam  20%
Cases  20%
Term Project  20%
Total 100%

STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.

Learning Outcomes

At the end of the course, the successful student should be able to:

  1. explain the evolving role and function of marketing in our economy and society;
  2. describe the role, function and activities of marketing within the framework of the firm;
  3. explain the influences affecting consumer behaviour;
  4. complete a simple market research study using secondary data, analytical techniques and primary collection methods;
  5. prepare a basic market segmentation study;
  6. explain the functions of product, price, distribution and promotion and their inter-relationships within a product marketing program;
  7. prepare a basic marketing strategy.
Textbook Materials

Textbooks and Materials to be Purchased by Students

Kerin, Hartley, Rudelius, Edwards and Tibbo, Marketing, The Core latest Canadian Edition, McGraw Hill Ryerson, Toronto, Canada.  2004 or equivalent

Requisites

Prerequisites

Academic Math 11 with a minimum grade of “C”, or equivalent.

OR currently active in one of the following:

PBD Advanced Human Resource Management
PBD Computer and Information Systems
PBD Digital Marketing
PBD International Supply Chain Management
PBD Hospitality Services Management
PDD Data Analytics
PDD Hospitality Marketing
PDD International Business Management
PDD Marketing
PDD Project Management
PDD Sales

Corequisites

No corequisite courses.

Equivalencies

No equivalent courses.

Course Guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

Course Transfers

These are for current course guidelines only. For a full list of archived courses please see https://www.bctransferguide.ca

Institution Transfer Details for MARK 1120
Acsenda School of Management (ASM) ASM BMRK 231 (3)
Alexander College (ALEX) ALEX COMM 296 (3)
BC Institute of Technology (BCIT) BCIT MKTG 1102 (3)
Camosun College (CAMO) CAMO MARK 110 (3)
Capilano University (CAPU) CAPU BMKT 161 (3) or CAPU TOUR 112 (3)
Coast Mountain College (CMTN) CMTN MARK 150 (3)
Coquitlam College (COQU) COQU BUSI 296 (3)
Kwantlen Polytechnic University (KPU) KPU MRKT 1199 (3)
Langara College (LANG) LANG MARK 1115 (3)
Okanagan College (OC) OC BUAD 116 (3)
Simon Fraser University (SFU) SFU BUS 2XX (3)
Thompson Rivers University (TRU) TRU MKTG 2430 (3)
Trinity Western University (TWU) TWU BUSI 1XX (3)
University of British Columbia - Okanagan (UBCO) UBCO MGMT 220 (3)
University of British Columbia - Vancouver (UBCV) UBCV COMM 296 (3)
University of Northern BC (UNBC) UNBC COMM 240 (3)
University of the Fraser Valley (UFV) UFV BUS 120 (3)
University of Victoria (UVIC) UVIC COM 250 (1.5)
Vancouver Island University (VIU) VIU MARK 160 (3)

Course Offerings

Fall 2022

CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
32377
Mon Wed
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Singh
Instructor First Name
Daman
Course Status
Open
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
34
1
Actual Wait Count
0
Days
Building
Room
Time
Mon Wed
Building
Anvil Office Tower
Room
625
Start Time
16:30
-
End Time
18:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
32395
Tue Thu
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Vipat
Instructor First Name
Padma
Course Status
Waitlist
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
34
1
Actual Wait Count
1
Days
Building
Room
Time
Tue Thu
Building
Coquitlam - Bldg. B
Room
B2050
Start Time
10:30
-
End Time
12:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
32583
Mon Wed
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Singh
Instructor First Name
Daman
Course Status
Open
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
34
1
Actual Wait Count
0
Days
Building
Room
Time
Mon Wed
Building
Anvil Office Tower
Room
625
Start Time
14:30
-
End Time
16:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
32706
Tue
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Kuch
Instructor First Name
David
Course Status
Full
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
37
-2
Actual Wait Count
0
Days
Building
Room
Time
Tue
Building
Anvil Office Tower
Room
625
Start Time
18:30
-
End Time
21:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
33126
Wed
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Atun
Instructor First Name
Leyvi
Course Status
Open
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
32
3
Actual Wait Count
0
Days
Building
Room
Time
Wed
Building
Anvil Office Tower
Room
625
Start Time
18:30
-
End Time
21:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
33891
Tue Thu
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Patterson
Instructor First Name
Lorne
Course Status
Open
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
23
12
Actual Wait Count
0
Days
Building
Room
Time
Tue Thu
Building
Anvil Office Tower
Room
607
Start Time
9:30
-
End Time
11:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
34160
Tue Thu
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Cloghesy
Instructor First Name
Brita
Course Status
Waitlist
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
36
-1
Actual Wait Count
1
Days
Building
Room
Time
Tue Thu
Building
Anvil Office Tower
Room
624
Start Time
10:30
-
End Time
12:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
34202
Tue Thu
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Cloghesy
Instructor First Name
Brita
Course Status
Full
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
35
0
Actual Wait Count
0
Days
Building
Room
Time
Tue Thu
Building
Anvil Office Tower
Room
624
Start Time
12:30
-
End Time
14:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
34664
Tue Thu
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Wamser
Instructor First Name
Anja Lina
Course Status
Open
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
34
1
Actual Wait Count
0
Days
Building
Room
Time
Tue Thu
Building
Anvil Office Tower
Room
624
Start Time
14:30
-
End Time
16:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
34880
Tue Thu
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Wamser
Instructor First Name
Anja Lina
Course Status
Open
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
33
2
Actual Wait Count
0
Days
Building
Room
Time
Tue Thu
Building
Anvil Office Tower
Room
624
Start Time
16:30
-
End Time
18:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
34950
Tue
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Beech
Instructor First Name
Douglas
Course Status
Waitlist
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
34
1
Actual Wait Count
3
Days
Building
Room
Time
Tue
Building
Anvil Office Tower
Room
625
Start Time
12:30
-
End Time
15:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
34951
Tue
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Kuch
Instructor First Name
David
Course Status
Full
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
35
0
Actual Wait Count
0
Days
Building
Room
Time
Tue
Building
Anvil Office Tower
Room
625
Start Time
15:30
-
End Time
18:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
34983
Wed
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Sun
Instructor First Name
Li
Course Status
Full
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
35
0
Actual Wait Count
0
Days
Building
Room
Time
Wed
Building
Anvil Office Tower
Room
624
Start Time
9:00
-
End Time
11:50
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
35432
Thu
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Hakak
Instructor First Name
Benny
Course Status
Open
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
34
1
Actual Wait Count
0
Days
Building
Room
Time
Thu
Building
Anvil Office Tower
Room
608
Start Time
8:30
-
End Time
11:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
35433
Fri
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Atun
Instructor First Name
Leyvi
Course Status
Full
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
36
-1
Actual Wait Count
0
Days
Building
Room
Time
Fri
Building
Anvil Office Tower
Room
808
Start Time
9:00
-
End Time
11:50
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
37128
Tue Thu
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Hilde
Instructor First Name
Rosalie
Course Status
Open
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
30
5
Actual Wait Count
0
Days
Building
Room
Time
Tue Thu
Building
New Westminster - South Bldg.
Room
S3820
Start Time
14:30
-
End Time
16:20
CRN
Days
Dates
Start Date
End Date
Instructor
Status
CRN
37290
Mon
Start Date
-
End Date
Start Date
End Date
Instructor Last Name
Hakak
Instructor First Name
Benny
Course Status
Waitlist
Max
Enrolled
Remaining
Waitlist
Max Seats Count
35
Actual Seats Count
34
1
Actual Wait Count
6
Days
Building
Room
Time
Mon
Building
None
Room
None
Start Time
14:30
-
End Time
17:20