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Marketing Practicum

Course Code: MARK 4483
Faculty: Commerce & Business Administration
Department: Marketing
Credits: 3.0
Semester: 15 Weeks X 5 Hours per Week = 75 Hours
Learning Format: Lecture, Seminar
Typically Offered: TBD. Contact Department Chair for more info.
course overview

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%


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

course prerequisites

MARK 3340 and MARK 4441 and MARK 4440

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

curriculum 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 schedule and availability
course transferability

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.