Marketing (MKTG) 396Back to courses | Print page
Introduction to Marketing (Revision 6)
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Area of Study: Applied Studies
(Business and Administrative Studies)
Centre: Faculty of Business
MKTG 396 has a Challenge for Credit option.
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.
Lesson 1: Marketing—Creating and Capturing Customer Value
Lesson 2: Company and Marketing Strategy—Partnering to Build Customer Relationships
Lesson 3: Sustainable Marketing: Social Responsibility and Ethics
Lesson 4: The Marketing Environment and Managing Marketing Information
Lesson 5: Consumer and Business Markets and Buyer Behaviour
Lesson 6: Competitive Advantage and Customer-Driven Marketing Strategy
Lesson 7: Product, Branding, and Life Cycle Strategies
Lesson 8: Pricing
Lesson 9: Marketing Channels Delivering Customer Value
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
Your final mark in MKTG 396: Introduction to Marketing will be based on your performance on three assignments and two examinations. To receive credit for this course, you must achieve a minimum overall grade of “D” (50 percent), and your grade on the final examination must be 50% or better. Any assignments that are not submitted will receive a grade of 0. You must complete both examinations.
|Assignment 1||Assignment 2||Assignment 3||Midterm Exam||Final exam||Total|
To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.
Kotler, P., Armstrong, G., Cunningham, P. H., & Trifts, V. (2011). Principles of marketing. (8th Canadian ed.) Toronto: Pearson Prentice Hall. ISBN 978-0-13-247395-8
The textbook is shrink-wrapped with an access code card. If the shrink wrap is broken, the course materials package is not returnable.
Students will access all other course materials online.
The Challenge for Credit process allows students to demonstrate that they have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university level course.
Full information for the Challenge for Credit can be found in the Undergraduate Calendar.
Undergraduate Challenge for Credit Course Registration Form
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 6, May 6, 2011
View previous syllabus
Updated September 09 2013