Marketing Essentials for Employment Supports Specialty

Commerce & Business Administration
Course Code
MARK 3220
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
Method Of Instruction
Typically Offered
To be determined


Course Description
This course introduces the student to the major concepts involved in the marketing and sales functions. The course addresses the role of marketing in the non-profit sector and explores the tools and techniques used in developing a marketing strategy, as well as a successful sales process. Particular emphasis is placed on the importance of the elements of the marketing mix – product, price, place and promotion, and current marketing issues. In addition, the course focuses on theoretical and practical techniques used in selling goods and services in a professional environment. Emphasis is given to developing practical marketing skills, and developing long term business relationships. Attention is devoted to the art of persuasion as a life-skill, and the importance of ethical behaviour is emphasized.
Course Content
  1. The Marketing Process: what marketing means, its functions and importance.
  2. The Marketing Environment: competitive, regulatory, technological, social, demographic and economic environments.
  3. Consumer Behaviour: factors affecting the purchasing behaviour of consumers, both organizational and individual.
  4. Market Segmentation: Benefits and uses, and geographic, demographic, psychographic and behavioural factors.
  5. Product Strategy: what constitutes a product, product features and benefits, positioning and services marketing.
  6. Business Marketing: the similarities and differences between consumer and business marketing, marketing to business and organizational markets.
  7. Pricing Strategy: the concept of value.
  8. Promotional Strategy: the importance of the promotional mix: advertising, sales promotion, publicity, direct marketing, e-marketing and personal selling strategies and tactics.
  9. Communication styles: Recognizing and addressing various styles.
  10. Product presentation strategies: features and benefits and effective communicating.
  11. Prospecting and preparing the pre-approach to a sales call.
  12. Planning and executing the presentation, including demonstration and handling objections.
  13. Closing and servicing the sale.
  14. Building professional relationships. The importance of relationship building and integrity in relationship selling.
  15. Customer Relationship Management and employing of technology for increased effectiveness.
Methods Of Instruction


Means of Assessment
Tests and Quizzes  (4 or more)  40-60%
Interactive Presentations    10-20%
Cases/Assignments (3 or more)  30-40%
Total 100%


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:

  1. Explain the evolving role, functions and importance of marketing and sales in our economy and society
  2. Describe the role, function and activities of sales and marketing within the framework of the non-profit agency
  3. Explain the influences affecting consumer behaviour
  4. Prepare a basic market segmentation
  5. Explain the functions of product, price and promotion and their inter-relationships within an integrated marketing program
  6. Apply effective techniques in developing and qualifying sales leads
  7. Demonstrate preparation and persuasive techniques in sales presentations, including the ability to deal with objections to advance the sale, and close the sale
  8. Develop a plan to follow-up and service the business relationship
  9. Justify the importance of ethical behaviour in business relationships
  10. Defend the role of the sales process as a life-skill
  11. Prepare a basic marketing strategy
Textbook Materials

Textbooks and Materials to be Purchased by Students

MARKETING, Grewal, Levy, Persaud, Lichti, Latest Canadian Edition, Toronto, Ont.: McGraw-Hill; and 

Selling Today: Building Quality Partnerships, Manning, Reece, et al. Latest Canadian Ed.

Or equivalent materials as approved by the department.



No prerequisite courses.


No corequisite courses.


Courses listed here are equivalent to this course and cannot be taken for further credit:

  • No equivalency 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

Institution Transfer Details for MARK 3220
Athabasca University (AU) AU MKTG 396 (3)
Kwantlen Polytechnic University (KPU) KPU MRKT 1199 (3)
Langara College (LANG) LANG MARK 2XXX (3)
Simon Fraser University (SFU) SFU BUS 2XX (3)
Thompson Rivers University (TRU) TRU BBUS 2XXX (3)
University Canada West (UCW) UCW MRKT 201 (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 2XX (3)
University of Victoria (UVIC) UVIC COM 250 (1.5)

Course Offerings

Summer 2022

There aren't any scheduled upcoming offerings for this course.