Course

Marketing Strategy

Faculty
Commerce & Business Administration
Department
Marketing
Course code
MARK 4440
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 is an advanced study of the marketing function. Using analytical techniques, emphasis is placed on analysis and solution of business problems. Special attention is given to planning and positioning strategies.
Course content
  1. Gathering market intelligence
  2. Explaining the theory and practise of marketing strategy
  3. Analyzing customers, competition, and channels
  4. Developing positioning strategies
  5. Planning the marketing program
  6. Managing the marketing mix
Learning activities

Lectures will be used to introduce specific areas of study and to provide background information. Case studies will constitute the framework and focus of much of the course. Guest lecturers will complement the class sessions where possible.

Means of assessment
Assessment will be based on course objectives and 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 the course as part of the student’s graded work.
 
Term tests  10% - 20%
Midterm examination           20% - 30%
Cases, projects  30% - 50%
Participation   5% - 10%
Total 100%

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

  1. integrate all phases of marketing into a strategic planning focus
  2. demonstrate a problem-solving approach to marketing problems
  3. apply oral and written skills in project presentations
Textbook materials

Textbooks and Materials to be Purchased by Students

 

Kotler, Philip, & Kevin Lane Keller. A Framework for Marketing Management. (Latest Edition). Pearson Education Inc.

and/or another textbook(s) and/or material(s) approved by the department

Requisites

Prerequisites

MARK 1120

and

FINC 1231 or any UT Math or any UT Lab Science

and

CMNS 1115 or any UT English

 

OR MARK 1120 AND currently active in one of the following:

PBD Digital Marketing
PBD International Supply Chain Management

PBD Project Management
PDD Hospitality Marketing
PDD Marketing
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.

(Current)

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 4440
Camosun College (CAMO) CAMO MARK 433 (3)
Capilano University (CAPU) CAPU BMKT 365 (3)
Kwantlen Polytechnic University (KPU) KPU MRKT 2333 (3)
Langara College (LANG) LANG MARK 2XXX (3)
Simon Fraser University (SFU) SFU BUS 2XX (3)
Thompson Rivers University (TRU) TRU BBUS 2XXX (3)
Trinity Western University (TWU) TWU BUSI 2XX (3)
University of British Columbia - Vancouver (UBCV) UBCV COMM_V 2nd (3)
University of the Fraser Valley (UFV) UFV BUS 425 (3)
Vancouver Island University (VIU) VIU MARK 460 (3)

Course Offerings

Summer 2025

CRN Days Instructor Status
Maximum seats
35
Currently enrolled
28
Remaining seats:
7
On waitlist
0
Building
Anvil Office Tower
Room
708
Times:
Start Time
15:30
-
End Time
18:20