Courses

Marketing (MKTG) 396

Introduction to Marketing (Revision 5)

View previous syllabus

Revision 5 closed, replaced by current version.

Delivery Mode:Individualized study online or grouped study.**

Credits:3

Area of Study:Applied Studies
(Business and Administrative Studies)

Prerequisite:None.

Centre:Faculty of Business

MKTG 396 has a Challenge for Credit option.

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**Note:Students registering in grouped study, or grouped study international mode are advised that there may be some differences in the evaluation and course materials information indicated below. To obtain the most up-to-date information, contact the Faculty of Business Student Support Centre at 1-800-468-6531.

Overview

MKTG 396 introduces marketing concepts, functions, and institutions. It also examines the influence of marketing on the Canadian economy and on the management of individual organizations. The course includes case studies in marketing—real-life examples of marketing problems—to give students practice in decision making and to improve their communication skills.

Outline

Lesson 1: Marketing—Managing Profitable Customer Relationships

Lesson 2: Company and Marketing Strategy—Partnering to Build Customer Relationships

Lesson 3: Marketing in the Digital Age—Era of Social Responsibility and Ethics

Lesson 4: The Marketing Environment and Managing Marketing Information

Lesson 5: Consumer and Business Markets and Buyer Behaviour

Lesson 6: Market Segmentation, Targeting, and Positioning

Lesson 7: Product, Branding, and Life Cycle Strategies

Lesson 8: Pricing

Lesson 9: Distribution Channels and Supply Chain Management

Lesson 10: Retailing and Wholesaling

Lesson 11: Integrated Marketing Communication Strategy

Lesson 12: Advertising, Sales Promotion, and Public Relations

Lesson 13: Personal Selling and Direct Marketing

Lesson 14: The Global Marketplace

Evaluation

To receive credit for MKTG 396, students must achieve a course composite grade of at least a “D” (50 percent) and a grade of at least 50 percent on the final examination. The weighting of the composite grade is as follows:

Assignment 1	Assignment 2	Assignment 3	Final exam	Total
15%	15%	30%	40%	100%

To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.

Note: The final examination for this course must be taken online at an invigilated location. It is your responsibility to ensure a computer with an Internet connection and Internet Explorer 5.0 or higher is available for your use at the invigilation centre.

Course Materials

Textbook

Kotler, P., Armstrong, G., & Cunningham, P. H. (2008). Principles of marketing. (7th Canadian ed.). Toronto: Pearson Prentice Hall. ISBN 978-0-13-202001-5

Other materials

Students will access all other course materials online.

Athabasca University reserves the right to amend course outlines occasionally and without notice. Courses offered by other delivery methods may vary from their individualized-study counterparts.

Opened in Revision 5, July 18, 2008.