On-line.
- The Marketing Process: what marketing means, its functions and importance.
- The Marketing Environment: competitive, regulatory, technological, social, demographic and economic environments.
- Consumer Behaviour: factors affecting the purchasing behaviour of consumers, both organizational and individual.
- Market Segmentation: Benefits and uses, and geographic, demographic, psychographic and behavioural factors.
- Product Strategy: what constitutes a product, product features and benefits, positioning and services marketing.
- Business Marketing: the similarities and differences between consumer and business marketing, marketing to business and organizational markets.
- Pricing Strategy: the concept of value.
- Promotional Strategy: the importance of the promotional mix: advertising, sales promotion, publicity, direct marketing, e-marketing and personal selling strategies and tactics.
- Communication styles: Recognizing and addressing various styles.
- Product presentation strategies: features and benefits and effective communicating.
- Prospecting and preparing the pre-approach to a sales call.
- Planning and executing the presentation, including demonstration and handling objections.
- Closing and servicing the sale.
- Building professional relationships. The importance of relationship building and integrity in relationship selling.
- Customer Relationship Management and employing of technology for increased effectiveness.
At the end of the course, the successful student should be able to:
- Explain the evolving role, functions and importance of marketing and sales in our economy and society
- Describe the role, function and activities of sales and marketing within the framework of the non-profit agency
- Explain the influences affecting consumer behaviour
- Prepare a basic market segmentation
- Explain the functions of product, price and promotion and their inter-relationships within an integrated marketing program
- Apply effective techniques in developing and qualifying sales leads
- Demonstrate preparation and persuasive techniques in sales presentations, including the ability to deal with objections to advance the sale, and close the sale
- Develop a plan to follow-up and service the business relationship
- Justify the importance of ethical behaviour in business relationships
- Defend the role of the sales process as a life-skill
- Prepare a basic marketing strategy
| Tests and Quizzes (4 or more) | 40-60% |
| Interactive Presentations | 10-20% |
| Cases/Assignments (3 or more) | 30-40% |
| Total | 100% |
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR 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.
Textbooks and Materials to be Purchased by Students
MARKETING, Grewal, Levy, Persaud, Lichti, Latest Canadian Edition, Toronto, Ont.: McGraw-Hill; and
Selling Today: Building Quality Partnerships, Manning, Reece, et al. Latest Canadian Ed.
Or equivalent materials as approved by the department.
Courses listed here are equivalent to this course and cannot be taken for further credit:
- No equivalency courses