Course

Introductory Marketing

Faculty
Commerce & Business Administration
Department
Marketing
Course code
MARK 1120
Credits
3.00
Semester length
15 Weeks
Max class size
35
Method(s) of instruction
Hybrid
Online
Lecture
Seminar
Course designation
None
Industry designation
None
Typically offered
To be determined

Overview

Course description
This course introduces students to the major concepts involved in the function of marketing. The course addresses the role of marketing in the firm, 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, promotion, and participation), current marketing issues, sustainability, and analytical methods.
Course content
  1. The Marketing Process
    •   The meaning and importance of marketing from a historical perspective.
    •   Marketing functions and marketing variables in the context of the corporation.

2.     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.

3.     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.

4.     Consumer Behaviour

    • An introduction to the factors affecting the purchasing behaviour of consumers, both industrial and individual.
    • Internal and external influences on buyers.

5.     Market Segmentation

    • The bases and uses of market segmentation.  Emphasis will be placed on geographic, demographic, psychographic and usage rate/benefit bases.

6.     Market Research, Metrics, and Analytics

    • The methods of collecting and analyzing marketing information.  Survey research, secondary data sourcing, observation and other techniques will be discussed.

7.     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

8.     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.

9.     Distribution (Place) 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.

10.   Promotion Strategy

    • The importance of the promotional mix and Integrated Marketing Communication.
    • Advertising, sales promotion, publicity, personal selling strategies and digital tactics.
    • The role of these activities in modern society.

11.   Business & Service 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.
Learning activities

Instruction methods used will be a blend of lectures, seminar/discussions, simulation and case analyses and discussions supplemented by appropriate videos, guest speakers and classroom activities.  Some sections of this course will be available online.

Means of assessment

Evaluation will be carried out in accordance with the Douglas College Evaluation Policy.

Instructors may use a student’s record of attendance and/or level of active participation in a course as part of the student’s graded performance. Where this occurs, expectations and grade calculations regarding class attendance and participation must be clearly defined in the Instructor Course Outline.

Participation   0% - 5%
Tests / Quizzes     10% - 20%
Mid Term Exam  20%
Final Exam  20%
Cases  10% - 20%
Term Project  20% - 30%
Total 100%

Students must achieve at least 50% on the combined non-group components in order to obtain credit for the course, with 50% calculated on a weighted average basis. 

 

Students must complete term project, midterm and final examinations in order to be eligible for a passing grade in the course.

 

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. Explain the evolving role and function of marketing in our economy and society;
  2. Describe the role, function and activities of marketing within the framework of the firm;
  3. Examine the influences affecting consumer behaviour;
  4. Analyze simple market research study using secondary data, analytical techniques and primary collection methods;
  5. Explore basic market segmentation study;  
  6. Explain the functions of Marketing Mix including participation while recognizing sustainable practices and their inter-relationships within a marketing program;
  7. Implement a basic marketing strategy including measurements of success.
Textbook materials

Textbooks and Materials to be Purchased by Students

Grayson, Padgett, and Loos, Applied Marketing latest Canadian Edition, John Wiley & Sons Canada, Ltd., Toronto, Canada, latest edition, and/or another textbook(s) and/or material(s) approved by the department. 

  • WileyPlus bundle: Online resources are required and/or material(s) approved by the department.

 

McCool, Dave, MH Practice Marketing - Backback latest Edition, McGraw Hill Publishing, Toronto, ON, Canada, latest edition, and/or other simulation(s) and/or other material(s) approved by department. 

 

 

Requisites

Prerequisites

Academic Math 11 with a minimum grade of “C”, or equivalent.

OR currently active in one of:

PBD Advanced Human Resource Management
PBD Computer and Information Systems
PBD Digital Marketing
PBD International Supply Chain Management
PBD Hospitality Services Management

PBD Project Management

PDD Data Analytics
PDD Hospitality Marketing
PDD International Business Management
PDD Marketing
PDD Project Management
PDD Sales

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 1120
Acsenda School of Management (ASM) ASM BMRK 231 (3)
Alexander College (ALEX) ALEX COMM 296 (3)
Athabasca University (AU) AU MKTG 396 (3)
BC Institute of Technology (BCIT) BCIT MKTG 1102 (3)
Camosun College (CAMO) CAMO MARK 110 (3)
Capilano University (CAPU) CAPU BMKT 203 (3) or CAPU TOUR 112 (3)
Coast Mountain College (CMTN) CMTN MARK 150 (3)
Coquitlam College (COQU) COQU BUSI 296 (3)
Kwantlen Polytechnic University (KPU) KPU MRKT 1199 (3)
Langara College (LANG) LANG MARK 1115 (3)
Okanagan College (OC) OC BUAD 116 (3)
Simon Fraser University (SFU) SFU BUS 1XX (3)
Thompson Rivers University (TRU) TRU MKTG 2430 (3)
Trinity Western University (TWU) TWU BUSI 1XX (3)
University of British Columbia - Okanagan (UBCO) UBCO MGMT_O 220 (3)
University of British Columbia - Vancouver (UBCV) UBCV COMM_V 296 (3)
University of Northern BC (UNBC) UNBC COMM 240 (3)
University of the Fraser Valley (UFV) UFV BUS 120 (3)
University of Victoria (UVIC) UVIC COM 250 (1.5)
Vancouver Island University (VIU) VIU MARK 160 (3)

Course Offerings

Winter 2025

CRN Days Instructor Status
Maximum seats
35
Currently enrolled
23
Remaining seats:
12
On waitlist
0
Building
Anvil Office Tower
Room
609
Times:
Start Time
8:30
-
End Time
10:20
CRN Days Instructor Status
Maximum seats
35
Currently enrolled
35
Remaining seats:
0
On waitlist
0
Building
Anvil Office Tower
Room
609
Times:
Start Time
10:30
-
End Time
12:20
CRN Days Instructor Status
Maximum seats
35
Currently enrolled
35
Remaining seats:
0
On waitlist
2
Building
Coquitlam - Bldg. A
Room
A1170
Times:
Start Time
10:30
-
End Time
12:20
CRN Days Instructor Status
Maximum seats
35
Currently enrolled
35
Remaining seats:
0
On waitlist
0
Building
Anvil Office Tower
Room
607
Times:
Start Time
10:30
-
End Time
12:20
CRN Days Instructor Status
Maximum seats
35
Currently enrolled
29
Remaining seats:
6
On waitlist
0
Building
New Westminster - North Bldg.
Room
N4305
Times:
Start Time
18:30
-
End Time
21:20
CRN Days Instructor Status
Maximum seats
35
Currently enrolled
35
Remaining seats:
0
On waitlist
1
Building
Anvil Office Tower
Room
607
Times:
Start Time
12:30
-
End Time
14:20
CRN Days Instructor Status
Maximum seats
35
Currently enrolled
33
Remaining seats:
2
On waitlist
0
Building
Anvil Office Tower
Room
608
Times:
Start Time
12:30
-
End Time
15:20
CRN Days Instructor Status
Maximum seats
35
Currently enrolled
34
Remaining seats:
1
On waitlist
1
Building
Anvil Office Tower
Room
709
Times:
Start Time
12:30
-
End Time
15:20
CRN Days Instructor Status
Maximum seats
35
Currently enrolled
34
Remaining seats:
1
On waitlist
0
Building
Anvil Office Tower
Room
709
Times:
Start Time
15:30
-
End Time
18:20
CRN Days Instructor Status
Maximum seats
35
Currently enrolled
35
Remaining seats:
0
On waitlist
0
Building
Anvil Office Tower
Room
625
Times:
Start Time
9:00
-
End Time
11:50
CRN Days Instructor Status
Maximum seats
35
Currently enrolled
32
Remaining seats:
3
On waitlist
0
Building
Anvil Office Tower
Room
907
Times:
Start Time
9:30
-
End Time
12:20
CRN Days Instructor Status
Maximum seats
35
Currently enrolled
29
Remaining seats:
6
On waitlist
0
Building
Anvil Office Tower
Room
709
Times:
Start Time
15:30
-
End Time
18:20