Marketing (MKTG) 396

Introduction to Marketing (Revision 7)

MKTG 396 course cover

View previous syllabus

Delivery Mode: Individualized study online with eTextbook

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.

check availability

**Note: Students registering in grouped study 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.


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, Direct and Online Marketing
  • Lesson 14: The Global Marketplace


Your final mark in MKTG 396: Introduction to Marketing will be based on your performance on two 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 Midterm Exam Final exam Total
20% 20% 30% 30% 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 a current web browser is available for your use at the invigilation centre.

Course Materials


Registration in this course includes an electronic textbook. For more information on electronic textbooks, please refer to our eText Initiative site.

Kotler, P., Armstrong, G., Trifts, V., & Cunningham, P. H., (2014). Principles of marketing. (9th Canadian ed.) Toronto: Pearson Canada Inc. ISBN 9780132605014

A print version of the eText can be purchased from the publisher through a direct-to-student link provided in the course website; you can also acquire the textbook on your own if you wish.

Other materials

Students will access all other course materials online.

Challenge for Credit Course Overview

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.

Challenge Evaluation

To receive credit for the MKTG 396 challenge registration, you must achieve a grade of at least “D” (50 percent) on the examination.

Online Exam

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 7, February 7 2014.

View previous syllabus

Updated December 22 2016 by Student & Academic Services