Marketing Essentials

Curriculum Guideline

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Course
MARK 3220
Discontinued
No
Course Code
MARK 3220
Descriptive
Marketing Essentials
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start Date
End Term
201820
PLAR
Yes
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
35
Contact Hours
Lecture: 3 Hour Seminar: 1 Hour Total: 4 Hours
Method(s) Of Instruction
Lecture
Seminar
Learning Activities

Instruction methods used will be lectures, seminar/discussions, case analyses as well as student presentations and role play scenarios. This may be supplemented by appropriate videos, guest speakers and classroom activities. Some sections of this course may be available on-line.

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 firm and in the business community, 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 industrial and individual.
  4. Market Segmentation: Benefits and uses, and geographic, demographic, psychographic and behavioural factors.
  5. Market Research: collecting and analyzing information, qualitative and quantitative techniques.
  6. Product Strategy: what constitutes a product, product life cycles, product features and benefits, and product classifications including issues related to new product development and services marketing.
  7. Business Marketing: the similarities and differences between consumer and business marketing, marketing to business and organizational markets
  8. Pricing Strategy: the concepts of price, pricing objectives and price determination; break-even analysis, mark up and margin.
  9. Distribution Strategy: the options and problems involved in the distribution of goods.
  10. Promotional Strategy: the importance of the promotional mix: advertising, sales promotion, publicity, direct marketing, e-marketing and personal selling strategies and tactics.
  11. Communication styles: Recognizing and addressing various styles.
  12. Product presentation strategies: features and benefits and effective communicating.
  13. Prospecting and preparing the pre-approach to a sales call
  14. Planning and executing the presentation, including demonstration and handling objections.
  15. Closing and servicing the sale.
  16. Building professional relationships. The importance of relationship building and integrity in relationship selling.
  17. Customer Relationship Management and employing of technology for increased effectiveness.
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 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
  6. Explain the functions of product, price, distribution and promotion and their inter-relationships within an integrated marketing program
  7. Apply effective techniques in developing and qualifying sales leads
  8. Demonstrate preparation and good techniques in sales presentations, including the ability to deal with objections to advance the sale, and close the sale
  9. Develop a plan to follow-up and service the sale
  10. Justify the importance of ethical behaviour in business relationships
  11. Defend the role of the sales process as a life-skill
  12. Prepare a basic marketing strategy
Means of Assessment
Term Tests (2 or more)  20%
Interactive Presentations    20%
Final Exam  20%
Cases/Assignments  20%
Term Project  20%
Total 100%

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

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.

Which Prerequisite

All 3000 and higher level Marketing courses