Course Outline Associate Dean: Mark Hanna Academic Year: 2019-2020
Course Name: Marketing Fundamentals
Land Acknowledgement Humber College is located in Adobigok, known as “Place of the Black Alders” in the Ojibwe Anishinaabe language. It is uniquely situated along GabeKanang Ziibi, the Humber River providing an integral connection for Indigenous peoples between the northern shore of Lake Ontario and the Lake Simcoe Georgian Bay region. In Honouring the Land, we are walking in the moccasin tracks of our ancestors and leaving our footprints for the future generations to come.
Faculty Faculty of Business
Program Business Marketing
Course Name: Marketing Fundamentals (MKTG 111)
Pre-Requisite(s) None
Co-Requisite(s) None
Pre-Requisite(s) for MKTG 150
Equates None
Restrictions None
Credit Value 3.0
Total Course Hours 42
Developed By: The Faculty Team Approved by:
Humber College Institute of Technology and Advanced Learning • 2017/2018 This document is available in alternate format upon request. Non-Degree Course Outline
Course Description This introductory marketing course, examines how marketing is practiced in Canada. It focuses on marketing concepts and analyzes the approaches and strategies used by marketers. It looks at the purpose of marketing and the marketing environment forces. It dives into target marketing, market segmentation and positioning as well as managing each element of the marketing mix. Students are required to attended classes and complete all course components including readings, assignments, quizzes, tests, projects, presentations and online learning modules.
Course Rationale This course is a building block to understanding how businesses go to market. It delves into how businesses use consumer insights, analyze the market and strengthen their offerings by crafting competitive marketing programs that drive business success.
Program Learning Outcomes Emphasized in this Course:
This course will deliver ministry program outcomes for the Business Marketing program, the Business Management program, and the Business Administration program. Students will learn the following:
Accounting
1. Analyze and evaluate organizational structures and the interdependence of
functional areas, and contribute to the development of strategies which positively impact financial performance.
Business Administration
1. Assess and use current concepts/systems and technologies to support an
organization's business initiatives.
2. To conduct and present research to support business decision making.
3. To perform work in compliance with relevant statutes, regulations and business
practices.
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4. To assess marketing and sales concepts and strategies and apply them to the needs of an organization.
5. Participate in the development of a business plan.
Business Management
1. To apply principles of corporate sustainability, social responsibility, and ethics to
support an organization’s business initiatives.
2. To use current concepts/systems and technologies to support an organization's
business initiatives.
3. To apply basic research skills to support business decision making.
4. To support the planning, implementation and monitoring of projects.
5. To perform work in compliance with relevant statutes, regulations and business
practices.
6. To describe and apply marketing and sales concepts to support the operations of an organization.
7. Outline principles of supply chain management and operations management.
Marketing
1. To contribute to the development of a marketing plan that will meet the needs or goals of a business or organization.
2. To contribute to the development of an integrated marketing communication
plan of a product, concept, good, and/or service based on an identified market need or target.
3. To contribute to the development of new and/or modified marketing concepts,
products, goods, and/or services that respond to market needs.
4. To contribute to the development of strategies for the efficient and effective
placement/distribution of a product, good, and/or service to respond to an evolving market
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5. To contribute to the development of strategies related to pricing for a product,
good and/or service.
6. To participate in conducting market research to provide information needed to
make marketing decisions.
7. To communicate marketing information persuasively and accurately, in oral,
written, graphic and interactive media formats.
8. To operate within a framework of organizational policies and practices, when
conducting business of the organization.
Essential Employability Skills Emphasized in this Course:
Essential Employability Skills are transferable skills that provide the foundation for a student’s academic, vocational, and personal success.
1. Communicate clearly, concisely and correctly in the written, spoken, and visual form that fulfills the purpose and meets the needs of the audience.
2. Respond to written, spoken, or visual messages in a manner that ensures effective
communication.
3. Apply a systematic approach to solve problems.
4. Use a variety of thinking skills to anticipate and solve problems.
5. Locate, select, organize, and document information using appropriate technology
and information systems.
6. Analyze, evaluate, and apply relevant information from a variety of sources.
7. Show respect for diverse opinions, values belief systems, and contributions of others.
8. Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
9. Manage the use of time and other resources to complete projects.
10. Take responsibility for one’s own actions, decisions, and consequences. 4 Non-Degree Course Outline
Communication Skills X Critical Thinking and Problem Solving X Interpersonal X Numeracy Information Management X Personal X
Course Format(s) Learning in this course is a blend of classroom and online independent learning. Each week students spend three periods in the classroom, supplemented by online learning modules, quizzes and textbook readings that are accessed outside of the classroom. A typical week will see students spending an average of 4 hours on this course, 75% in the classroom and 25% through independent online learning. Classroom attendance is mandatory.
Course Learning Outcomes
Upon successful completion of this course, students will be able to:
1. Explain the concept of marketing, its evolution and current marketing practices including ethical marketing approaches and corporate social responsibility.
2. Describe the forces in the marketing environment.
3. Gain insights into the purchase decision-making process and the psychological and sociocultural influences that drive consumer behaviour.
4. Assess market segmentation approaches and strategies.
5. Write positioning statements, target market profiles and personas.
6. Describe the concept of product as used in marketing, including the new product development process and the concept of Product Life Cycle.
7. Understand and evaluate pricing strategies and the elements that influence pricing decisions.
8. Clarify distribution and supply chain strategy options including online and offline approaches.
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9. Detail marketing communications approaches, strategies and tactics including
digital and offline legacy options.
10. Examine the concept of customer relationship management and how it is used to market a product.
Course Specific Policies and Expectations
Class attendance is a course requirement and strictly monitored throughout the
semester.
You may be required to submit assignments in this course through SAFEASSIGN.
Students are expected to keep copies of their work.
Diploma Students
In addition to meeting all program specific course and credit requirements, students must have a Cumulative Program Grade Point Average (CPGPA) of ≥ 60 in order to be eligible for graduation.
Assessment Weighting
Assessment Weight Tests 45% Blackboard quizzes 10% LearnSmart assignments 10% CONNECT assignments 5% Project and in-class assignments 30% Total 100%
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Modules of Study
Module and topic Course Learning Resources Assessments
Outcomes 1. Marketing 1 Kerin, R., • LearnSmart: Ch 1 Fundamentals Chapter 1 • Blackboard quiz: Ch 1 • Introduction to • Online library course assignment • Marketing concepts 2. The Marketing 2 Kerin, R., • LearnSmart: Ch 2 Environment Chapter 2 • Blackboard quiz: Ch 2 • The marketing factors 3. Consumer Behaviour 3 Kerin, R., • LearnSmart: Ch 3 • The purchase Chapter 3 • Blackboard quiz: Ch 3 decision-making • CONNECT online process video assignment 1 • Psychological and sociocultural Influences 4. Test 1 1, 2 and 3 Kerin, R., • Test 1: Ch 1, 2 and 3
*Project assignment 1 • *Project assignment 1 -
- Competitive analysis Competitive analysis 5. Market 4 Kerin, R., • LearnSmart: Ch 6 Segmentation Chapter 6 Blackboard quiz: Ch 6 • Market segments • Target market • *Project assignment 2 profiles - Target markets and • Personas • personas
*Project assignment 2 - Target markets and personas
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Module and topic Course Learning Resources Assessments
Outcomes 6. Product Positioning 5 Kerin, R., • LearnSmart: Ch 7 • Positioning Chapter 6 • Blackboard quiz: Ch 7 • Positioning statements • Positioning maps • *Project assignment 3 - Positioning • *Project assignment 3 statements and - Positioning positioning maps statements and positioning maps 7. Products and Brands 6 Kerin, R., • LearnSmart: Ch 8 • Types of products Chapter 7 • Blackboard quiz: Ch 8 • Goods and services • Branding 8. New Products 6 Kerin, R., • CONNECT online • The Product Life Cycle Chapter 8 video assignment 2 • The new product development process 9. Test 2 4, 5 and 6 Kerin, R., • Test 2: Ch 6, 7, and 8 • *Project assignment 4 Chapter 6, - The marketing mix 7+8 • Project assignment 4 (as assigned over - The marketing mix weeks 9-13) (as assigned over weeks 9-13)
* Project assignments are woven into the course by your instructor and may vary from this schedule. Refer to your instructor’s specific schedule.
Please note: this course schedule may change as resources and circumstances require.
Required Resources, Tools and/or Equipment:
Kerin, R., Hartley, S., Rudelius, W., Clements, C., Bonefacio, A, and Bureau, C (2018). Marketing: The Core (+ McGraw-Hill Ryerson CONNECT access code) (5th Canadian Ed.). Canada: McGraw-Hill Ryerson. ISBN: 9781259269325
Students who have prior learning in the material of this course may be eligible for a course credit in recognition of their prior learning. The following table indicates the method that is used to assess prior learning for this course, or it indicates that such an assessment is not available. Students must apply for consideration for a prior learning assessment through the Office of the Registrar, and there is usually a fee associated with the application.
Challenge Other Not Available
Portfolio Skills Test Interview Exam (Specify) For PLAR
☐ X ☐ ☐ ☐ ☐
Policies and Procedures
It is the student’s responsibility to be aware of their obligations under Humber Policies and Procedures.
Academic Regulations It is the student’s responsibility to be aware of the College Academic Regulations. The Academic Regulations apply to all applicants to Humber and all current students enrolled in any program or course offered by Humber, in any location. Information about academic appeals is found in the Academic Regulations.
Accessible Learning Services
Humber strives to create a welcoming environment for all students where equity, diversity and inclusion are paramount. Accessible Learning Services facilitates equal access for students with disabilities by coordinating academic accommodations and services. Staff in Accessible Learning Services are available by appointment to assess specific needs, provide referrals and arrange appropriate accommodations. If you require academic accommodations, contact: Accessible Learning Services: http://www.humber.ca/student-life/swac/accessible- learning North Campus: (416) 675-6622 X5090 Lakeshore Campus: (416) 675-6622 X3331
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Academic Integrity Academic integrity is essentially honesty in all academic endeavors. Academic integrity requires that students avoid all forms of academic misconduct or dishonesty, including plagiarism, cheating on tests or exams or any misrepresentation of academic accomplishment.
Disclaimer While every effort is made by the professor/faculty to cover all material listed in the outline, the order, content, and/or evaluation may change in the event of special circumstances (e.g. time constraints due to inclement weather, sickness, college closure, technology/equipment problems or changes, etc.). In any such case, students will be given appropriate notification.
Copyright Copyright is the exclusive legal right given to a creator to reproduce, publish, sell or distribute his/her work. All members of the Humber community are required to comply with Canadian copyright law which governs the reproduction, use and distribution of copyrighted materials. This means that the copying, use and distribution of copyright- protected materials, regardless of format, is subject to certain limits and restrictions. For example, photocopying or scanning an entire textbook is not allowed, nor is distributing a scanned book.
See the Humber Libraries website (http://library.humber.ca) for additional information
regarding copyright and for details on allowable limits.
