Course

Marketing Strategy

Important Notice

This course is not active. Please contact Department Chair for more information.

Faculty
Commerce & Business Administration
Department
Marketing
Course code
MARK 5440
Credits
3.00
Semester length
15 Weeks
Max class size
30
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 and industry related projects across a range of businesses will constitute the framework and focus of the course.  Guest lecturers will complement the class sessions where possible. Team activities are an integral part of the course.

Means of assessment

Term tests                                      30%

Midterm Examination                        30%

Cases,  projects                               30%

Participation                                    10%

                                                    100%

 

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

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:

 

Mullins, Walker, Boyd & Larreche;  Marketing Management, Latest Ed.  New York NY,  McGrawHill Irwin  or equivalent

Requisites

Prerequisites

MARK 5120

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 5440
There are no applicable transfer credits for this course.

Course Offerings

There are no course offerings this semester.