Marketing Practicum

Commerce & Business Administration
Course Code
MARK 4483
Semester Length
15 Weeks X 5 Hours per Week = 75 Hours
Max Class Size
Method Of Instruction
Typically Offered
To be determined


Course Description
A directed studies program where students work on practical marketing projects. Students will identify the marketing challenge, develop the framework for the project, gather the necessary information and data, undertake the necessary marketing analysis, and summarize their findings and recommendations in a final report.
Course Content
  1. Purpose of marketing practicum.
  2. Project analysis and planning.
  3. Client goals, management and interaction.
  4. Information requirements and data gathering plan.
  5. Project management and evaluation skills.
  6. Group dynamics and interactions.
  7. Analysis, recommendations and reporting techniques.
  8. Report presentation.
  9. Preparation of a personal portfolio of marketing initiatives worked on
Methods Of Instruction

Focus of this course is a practical project, done in the business community.  Class time will be limited, and will focus on project management techniques and student group problem solving.  Students will share their experiences, challenges and recommendations with the class.  Field work and student-directed learning will constitute the principal activity undertaken throughout the course.  Student groups will meet and/or interact regularly with the instructor as required.

Means of Assessment
Group Participation  10%
Project  20%
Project Managment  20%
Project Evaluation  20%
Final Report  20%
Client Evaluation of Overall Project       10%
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. effectively utilize problem analysis skills
  2. translate a marketing challenge into a feasible project with a plan, a strategy, and deliverables;
  3. apply marketing concepts and methods learned in previous courses;
  4. integrate the knowledge and understanding achieved in formal studies with the realities of practical marketing problems and situations in the marketplace;
  5. understand how to work effectively in a project team;
  6. develop client interaction and satisfaction skills;
  7. integrate the various parts of a marketing project, develop recommendations, and summarize the project experience and results
Textbook Materials

Textbooks and Materials to be Purchased by Students


Dickson, Peter.  Marketing Management, Latest Ed.  Fort Worth, Texas: The Dryden Press. or equivalent


Hiebing, R.  The Successful Marketing Plan, Latest Ed.  NTC Publishing Group or similar resource for marketing planning.


Zikmund, William G.  Exploring Marketing Research, Latest Ed.  Fort Worth

                Texas: The Dryden Press.  or equivalent



MARK 3340 and MARK 4441 and MARK 4440

OR MARK 4441 and MARK 4440 AND currently active in Post-Degree Diploma in Hospitality Marketing


Courses listed here must be completed either prior to or simultaneously with this course:

  • 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

Institution Transfer Details Effective Dates
Camosun College (CAMO) No credit 2020/01/01 to -
Kwantlen Polytechnic University (KPU) No credit 2008/05/01 to -
Simon Fraser University (SFU) No credit 2004/09/01 to -
Thompson Rivers University (TRU) No credit 2008/05/01 to -
University of Northern BC (UNBC) No credit 2004/09/01 to -
University of the Fraser Valley (UFV) UFV BUS 2XX (3) 2004/09/01 to 2008/04/30
University of the Fraser Valley (UFV) UFV BUS 492 (3) 2008/05/01 to -
University of Victoria (UVIC) UVIC COM 3XX (1.5) 2008/05/01 to -
Vancouver Island University (VIU) VIU MARK 491 (3) 2020/01/01 to -

Course Offerings

Fall 2021

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