Marketing (MKTG) 396
Introduction to Marketing (Revision 8)
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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.
Marketing is an exciting and practical area of study. Throughout this course, you will be introduced to marketing concepts, frameworks, and institutions. You will also examine the influence of recent developments in the Canadian economy and society on marketing activities and on the management of individual organizations. The knowledge you will gain in this course will help you understand the different steps of the marketing process and, in particular, how successful profit and not-for-profit organizations build and maintain long and lasting, mutually profitable relationships with their customers.
Like accounting, finance, and human resources, marketing is an organizational function. A career in marketing could include employment with a variety of organizations such as department stores, colleges, manufacturers, museums, or sports teams. However, marketing professionals—such as advertising executives, sales managers and representatives, market researchers, and retailers—are not the only people in the business world who need marketing knowledge. Managers can benefit from understanding marketing because it affects all other organizational functions. Even if you never become a manager, though, you will benefit as a consumer if you understand how marketers think.
- 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 Buyer Behaviour
- Lesson 6: Segmentation, Targeting, and Positioning
- Lesson 7: Product, Branding, and Life-Cycle Strategies
- Lesson 8: Pricing
- Lesson 9: Marketing Channels
- Lesson 10: Retailing and Wholesaling
- Lesson 11: Communicating Customer Value: Advertising and Public Relations
- Lesson 12: Advertising, Sales Promotion, and Public Relations
- Lesson 13: Direct, Online, Social Media, and Mobile 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.
To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.
Armstrong, G., Kotler, P., Trifts, V., & Buchwitz, L. A. (2017). Marketing: An Introduction. (6th Canadian ed.) Toronto: Pearson Canada Inc. ISBN 9780134470528
A print version of the eText can sometimes be purchased from the publisher through a direct-to-student link provided on the course website; you can also acquire the textbook on your own if you wish.
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, and 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 8, February 13, 2017.
View previous syllabus
Updated January 14 2019 by Student & Academic Services