Marketing Strategy

Curriculum Guideline

Effective Date:
Course
Discontinued
No
Course Code
MARK 4440
Descriptive
Marketing Strategy
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start Date
End Term
Not Specified
PLAR
No
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
35
Contact Hours
Lecture: 2 Hours Seminar: 2 Hours Total: 4 Hours
Method Of Instruction
Lecture
Seminar
Methods Of Instruction

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.

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 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
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.

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

Prerequisites

MARK 1120 and (BUSN 1330 or FINC 1231) and CSIS 1190 and (CMNS 1115 or any English UT course)

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

Post-Degree Diploma in Marketing or
Post-Degree Diploma in Sales or
Post-Degree Diploma in Hospitality Marketing

Which Prerequisite