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
- Gathering market intelligence
- Explaining the theory and practise of marketing strategy
- Analyzing customers, competition, and channels
- Developing positioning strategies
- Planning the marketing program
- 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
| Term tests |
30% |
| Midterm examination |
30% |
| Cases, projects |
30% |
| Participation |
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:
- integrate all phases of marketing into a strategic planning focus
- demonstrate a problem-solving approach to marketing problems
- apply oral and written skills in project presentations
Textbook Materials
Textbooks and Materials to be Purchased by Students
Mullins, Walker, Boyd & Larreche; Marketing Management, Latest Ed. New York NY, McGrawHill Irwin 2006 or equivalent