Curriculum Guideline

Introductory Marketing

Effective Date:
Course Code
MARK 1120
Introductory Marketing
Commerce & Business Administration
Start Date
End Term
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
Contact Hours
Lecture: 2 Hours Seminar: 1 Hour In-Class Case Analysis: 1 Hour Total: 4 Hours
Method Of Instruction
Methods Of Instruction

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

Course Description
This course introduces the student to the major concepts involved in the marketing function. The course addresses the role of marketing in the firm and in the 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 and promotion, current marketing issues 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
    • 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. Business 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.
  9. 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.
  10. Distribution 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.
  11. Promotion Strategy
    • The importance of the promotional mix.
    • Advertising, sales promotion, publicity and personal selling strategies and tactics.
    • The role of these activities in modern society.
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. explain the influences affecting consumer behaviour;
  4. complete a simple market research study using secondary data, analytical techniques and primary collection methods;
  5. prepare a basic market segmentation study;
  6. explain the functions of product, price, distribution and promotion and their inter-relationships within a product marketing program;
  7. prepare a basic marketing strategy.
Means of Assessment
Term Tests (2 or more)       20%
Mid Term Exam  20%
Final Exam  20%
Cases  20%
Term Project  20%
Total 100%


Textbook Materials

Textbooks and Materials to be Purchased by Students

Kerin, Hartley, Rudelius, Edwards and Tibbo, Marketing, The Core latest Canadian Edition, McGraw Hill Ryerson, Toronto, Canada.  2004 or equivalent


Academic Math 11 with a grade of “C” or better or an approved equivalent