Marketing Strategy
Overview
- Gathering market intelligence
- Explaining the theory and practise of marketing strategy
- Analyzing customers, competition, and channels
- Developing positioning strategies
- Planning the marketing program
- Managing the marketing mix
Lectures will be used to introduce specific areas of study and to provide background information. Case studies will constitute the framework and focus of much of the course. Guest lecturers will complement the class sessions where possible.
| Term tests | 10% - 20% |
| Midterm examination | 20% - 30% |
| Cases, projects | 30% - 50% |
| Participation | 5% - 10% |
| 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.
At the end of the course, the successful student should be able to:
- integrate all phases of marketing into a strategic planning focus
- demonstrate a problem-solving approach to marketing problems
- apply oral and written skills in project presentations
Textbooks and Materials to be Purchased by Students
Kotler, Philip, & Kevin Lane Keller. A Framework for Marketing Management. (Latest Edition). Pearson Education Inc.
and/or another textbook(s) and/or material(s) approved by the department
Requisites
Prerequisites
and
FINC 1231 or any UT Math or any UT Lab Science
and
CMNS 1115 or any UT English
OR MARK 1120 AND currently active in one of the following:
PBD Digital Marketing
PBD International Supply Chain Management
PBD Project Management
PDD Hospitality Marketing
PDD Marketing
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.
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 4440 |
|---|---|
| Camosun College (CAMO) | CAMO MARK 433 (3) |
| Capilano University (CAPU) | CAPU BMKT 365 (3) |
| Kwantlen Polytechnic University (KPU) | KPU MRKT 2333 (3) |
| Langara College (LANG) | LANG MARK 2XXX (3) |
| Simon Fraser University (SFU) | SFU BUS 2XX (3) |
| Thompson Rivers University (TRU) | TRU BBUS 2XXX (3) |
| Trinity Western University (TWU) | TWU BUSI 2XX (3) |
| University of British Columbia - Vancouver (UBCV) | UBCV COMM_V 2nd (3) |
| University of the Fraser Valley (UFV) | UFV BUS 425 (3) |
| Vancouver Island University (VIU) | VIU MARK 460 (3) |
Course Offerings
Winter 2025
| CRN | Days | Instructor | Status | More details |
|---|---|---|---|---|
|
CRN
14690
|
Wed | Instructor last name
Cornford
Instructor first name
Michael
|
Course status
Waitlist
|
| CRN | Days | Instructor | Status | More details |
|---|---|---|---|---|
|
CRN
15049
|
Tue | Instructor last name
Cornford
Instructor first name
Michael
|
Course status
Full
|
| CRN | Days | Instructor | Status | More details |
|---|---|---|---|---|
|
CRN
16511
|
Wed | Instructor last name
Tanveer
Instructor first name
Imran
|
Course status
Open
|