Course description
This course introduces students to the major concepts involved in the function of marketing. The course addresses the role of marketing in the firm, 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, promotion, and participation), current marketing issues, sustainability, and analytical methods.
Course content
- 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, Metrics, and Analytics
- 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. 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.
9. Distribution (Place) 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.
10. Promotion Strategy
- The importance of the promotional mix and Integrated Marketing Communication.
- Advertising, sales promotion, publicity, personal selling strategies and digital tactics.
- The role of these activities in modern society.
11. Business & Service 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.
Learning activities
Instruction methods used will be a blend of lectures, seminar/discussions, simulation and case analyses and discussions supplemented by appropriate videos, guest speakers and classroom activities. Some sections of this course will be available online.
Means of assessment
Evaluation will be carried out in accordance with the Douglas College Evaluation Policy.
Instructors may use a student’s record of attendance and/or level of active participation in a course as part of the student’s graded performance. Where this occurs, expectations and grade calculations regarding class attendance and participation must be clearly defined in the Instructor Course Outline.
| Participation |
0% - 5% |
| Tests / Quizzes |
10% - 20% |
| Mid Term Exam |
20% |
| Final Exam |
20% |
| Cases |
10% - 20% |
| Term Project |
20% - 30% |
| Total |
100% |
Students must achieve at least 50% on the combined non-group components in order to obtain credit for the course, with 50% calculated on a weighted average basis.
Students must complete term project, midterm and final examinations in order to be eligible for a passing grade in the course.
Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.
Learning outcomes
At the end of the course, the successful student should be able to:
- Explain the evolving role and function of marketing in our economy and society;
- Describe the role, function and activities of marketing within the framework of the firm;
- Examine the influences affecting consumer behaviour;
- Analyze simple market research study using secondary data, analytical techniques and primary collection methods;
- Explore basic market segmentation study;
- Explain the functions of Marketing Mix including participation while recognizing sustainable practices and their inter-relationships within a marketing program;
- Implement a basic marketing strategy including measurements of success.
Textbook materials
Textbooks and Materials to be Purchased by Students
Grayson, Padgett, and Loos, Applied Marketing latest Canadian Edition, John Wiley & Sons Canada, Ltd., Toronto, Canada, latest edition, and/or another textbook(s) and/or material(s) approved by the department.
- WileyPlus bundle: Online resources are required and/or material(s) approved by the department.
McCool, Dave, MH Practice Marketing - Backback latest Edition, McGraw Hill Publishing, Toronto, ON, Canada, latest edition, and/or other simulation(s) and/or other material(s) approved by department.