Course Outline - Business Administration Program: Year 1
MARK 166 Marketing
Brief Course Description
This is an introductory course covering the fundamental principles and concepts of marketing. Major emphasis is placed on the marketing mix and its strategic application to an increasingly complex business environment. In particular, the areas of product, promotion, price, and distribution are examined as they relate to the achievement of company objectives.
On completion of the Unit the candidate will be able to:
- Explain the marketing mix and related terms.
- Discuss how product, promotion, price, and distribution relate to the achievement of company objectives.
- Define marketing strategies, including segmentation, target marketing, and positioning.
- Explain the methods used by marketers to inform their selection of potential markets.
- Describe how consumer buying behaviour is influenced.
- Outline marketing communication and promotion strategies.
- Explain how firms develop marketing strategies.
- Describe the importance of pricing.
- List different pricing strategies and discounts.
- Describe distribution alternatives.
Required course materials*
Armstrong, Kotler, Tifts, & Buchwitz. (2021). Marketing: An Introduction (Seventh Canadian ed.). Toronto: Pearson.
The Course Duration is 64 Hours
Course Homework Hours will be 10 hours per week approximately.
Indicate how the course is delivered:
X In-class instruction
- Distance education
- Combined delivery (both in-class and distance)
Teaching Methods will Involve Seminar Format, Lecture format and Laboratory Format depending upon the course demand
Method(s) of Student Evaluation*
|Type of Assessment
|Assignments and Presentation
A Candidate has to attain a minimum score of 50% overall to ensure successful course completion