This course introduces the student to the major concepts involved in the marketing function. The course addresses the role of marketing in the firm and in the business community, and explores the tools and techniques used in developing a marketing strategy. Particular emphasis is placed on the importance of the elements of the marketing mix -- product, price, place and promotion, current marketing issues and analytical methods.
- The Marketing Process
- The meaning and importance of marketing from a historical perspective.
- Marketing functions and marketing variables in the context of the corporation.
- The Marketing Environment
- The environment within which marketing decisions must be made and executed; specifically, attention will be given to the competitive, regulatory, technological, social and economic environments.
- Marketing Decision-Making
- The marketing planning process -- attention will be given to information requirements and process for marketing analysis and decision-making.
- The sequence of steps in making marketing decisions in the firm.
- Consumer Behaviour
- An introduction to the factors affecting the purchasing behaviour of consumers, both industrial and individual.
- Internal and external influences on buyers.
- Market Segmentation
- The bases and uses of market segmentation. Emphasis will be placed on geographic, demographic, psychographic and usage rate/benefit bases.
- Market Research
- The methods of collecting and analyzing marketing information. Survey research, secondary data sourcing, observation and other techniques will be discussed.
- Product Strategy
- Definitions of what constitutes a product, product life cycles, and product classifications.
- The particular issues related to new product development and marketing.
- Marketing services & intangibles
- Business Marketing
- Introduction to the similarities and differences between consumer and business marketing.
- The marketing of services, non-profit and charitable organizations, and the differences between product and services marketing.
- Pricing Strategy
- The concept of price, pricing objectives and methods of price determination.
- Introduction to break-even analysis as an example of the quantitative techniques used in price setting.
- Distribution Strategy
- The options and problems involved in the distribution of goods. Topics will include the role of wholesalers and retailers, and the functions within these types of organizations.
- Current trends in distribution.
- Promotion Strategy
- The importance of the promotional mix.
- Advertising, sales promotion, publicity and personal selling strategies and tactics.
- The role of these activities in modern society.
Methods of Instruction
Instruction methods used will be lectures, seminar/discussions, and case analyses and discussions supplemented by appropriate videos, guest speakers and classroom activities. Some sections of this course will be available on-line.
Means of Assessment
|Term Tests (2 or more)
|Mid Term Exam
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.
At the end of the course, the successful student should be able to:
- explain the evolving role and function of marketing in our economy and society;
- describe the role, function and activities of marketing within the framework of the firm;
- explain the influences affecting consumer behaviour;
- complete a simple market research study using secondary data, analytical techniques and primary collection methods;
- prepare a basic market segmentation study;
- explain the functions of product, price, distribution and promotion and their inter-relationships within a product marketing program;
- prepare a basic marketing strategy.
Academic Math 11 with a grade of “C” or better or an approved equivalent
OR currently active in one of the following:
Post-Degree Diploma in Marketing
Post-Degree Diploma in Sales
Post-Degree Diploma in Project Management
Post-Degree Diploma in International Business Management
Post-Baccalaureate Diploma in International Supply Chain Management
Post-Degree Diploma in Data Analytics
Post-Baccalaureate Diploma in Computer and Information Systems
Post-Degree Diploma in Hospitality Marketing
Post Baccalaureate Diploma in Hospitality Services Management
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.
Below shows how this course and its credits transfer within the BC transfer system.
A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.
For more information on transfer visit the BC Transfer Guide and BCCAT websites.
If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.