COURSE NAME: MKT100 Introduction to Marketing

Credit Value: 3
Total Course Hours: 42
Prerequisite Course(s): None
Corequisite Course(s): None

COURSE DESCRIPTION
This course is an informative introduction into marketing. Students will become acquainted with current
Canadian marketing concepts, terminology and practices, examine strategies to apply them to contemporary
marketing situations, and gain an understanding of how they affect an organization's profitability. Students
will also explore consumer and business marketing, product planning, building customer relationships and
creating customer value. This course provides a basic understanding of Canadian marketing structures and
techniques including defining and segmenting target markets and interpreting market research data.

LAND ACKNOWLEDGEMENT
Canadore College resides on the traditional territory of the Anishinaabeg and within lands protected by the
Robinson Huron Treaty of 1850. This land is occupied by the people of Nipissing First Nation, Treaty #10 in
the Robinson Huron Treaty of 1850 since time immemorial.

PLAR INFORMATION
This course is eligible for Prior Learning Assessment and Recognition. Students are advised to discuss options
with their program coordinator.

COURSE LEARNING OUTCOMES

Upon completion of this course, the student will have reliably demonstrated the ability to:
1.0 Examine the marketing process. 2.2 Examine the impact of the changing
1.1 Identify the elements of the marketing mix marketing environment including demographics
1.2 Distinguish between environmental forces and psychographics on the development of new
and marketing mix elements products and services.
1.3 Consider the impact of the marketing 2.3 Examine the influences of the economy on
function on other functional areas and its role marketing planning
within the process. 2.4 Examine the legal and regulatory forces
1.4 Examine relationship marketing concepts influencing marketing
1.5 Examine the nature and significance of 2.5 Discuss changes in aboriginal demographics
ethics and sustainability in marketing and their effects on the business environment.
1.6 Describe the strategic marketing process 2.6 Examine legislation and government policies
and its key phases related to racism.
2.0 Examine the impact of an environmental 3.0 Assess market conditions
scan (economic, technological, competitive, 3.1 Examine the three types of research
environmental, social, political, and 3.2 Determine the steps in conducting market
demographic) on the development of marketing research
strategies 3.3 Discuss appropriate data collection
2.1 Analyze the impact of economic, strategies in regard to market research.
technological, competitive, environmental, 3.4 Conduct market assessments, both
social, political, and cultural aspects of society qualitative and quantitative, and identify market
on marketing initiatives opportunities.

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3.5 Discuss the benefits of utilizing secondary aboriginal community.

research sources when developing a marketing 5.0 Examine segmentation techniques used
program. within the consumer market.
3.6 Determine the functions of a marketing 5.1 Differentiate between mass marketing and
information system. other market tactics.
4.0 Analyze buyer behaviour using the 5.2 Examine the process for segmenting a
consumer decision-making model. market.
4.1 Examine the stages in the consumer 5.3 Examine the variables used in market
decision-making model. segmentation.
4.2 Distinguish among the three types of 6.0 Produce a new product concept and
consumer decision processes. develop a pricing strategy.
4.3 Determine the impact of situational 6.1 Examine the steps in the new product
influences on the buying decision process. development process.
4.4 Explain the impact of psychological 6.2 Examine factors contributing to a product's
influences on consumer behaviour. failure.
4.5 Identify socio-cultural influences and their 6.3 Examine the role of costs in pricing
impact on consumer behaviour. decisions.
4.6 Discuss aboriginal cultural perspectives as 6.4 Examine how demographics and
they relate to buying behaviour and the psychographics affect pricing.
consumer decision making process within the

GENERAL EDUCATION
This is not a General Education course.

PROGRAM OUTCOMES
This course contributes to the following Ministry of Colleges and Universities approved program learning
outcomes (PLO):
Business
1. identify and discuss the impact of global issues on an organization's business opportunities by using an
environmental scan.
2. apply principles of corporate sustainability, corporate social responsibility and ethics to support an
organization's business initiatives.
3. use current concepts/systems and technologies to support an organization's business initiatives.
4. apply basic research skills to support business decision making.
5. support the planning, implementation and monitoring of projects.
6. perform work in compliance with relevant statutes, regulations and business practices.
7. explain the role of the human resource function and its impact on an organization.
8. use accounting and financial principles to support the operations of an organization.
9. describe and apply marketing and sales concepts used to support the operations of an organization.
10. outline principles of supply chain management and operations management.
11. outline and assess the components of a business plan.
12. develop strategies for ongoing personal and professional development to enhance work performance in
the business field.
Business Fundamentals

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1. Identify factors that have an impact on an organization's business opportunities.

2. Explain the impact of corporate sustainability*, corporate social responsibility and ethics on an
organization's business initiatives.
6. Describe marketing and sales concepts used to support the operations of an organization.
Business- Accounting
5. analyze organizational structures, the interdependence of functional areas, and the impact those
relationships can have on financial performance.
6. analyze, within a Canadian context, the impact of economic variables, legislation, ethics, technological
advances and the environment on an organization's operations.

ESSENTIAL EMPLOYABILITY SKILLS OUTCOMES

This course contributes to the following Ministry of Colleges and Universities approved essential
employability skills (EES) outcomes:
1. Communicate clearly, concisely, and correctly in the written, spoken, and visual form that fulfils the
purpose and meets the needs of the audience.
6. Locate, select, organize, and document information using appropriate technology and information systems.
8. Show respect for the diverse opinions, values, belief systems, and contributions of others.
9. Interact with others in groups or teams in ways that contribute to effective working relationships and the
achievement of goals.
10. Manage the use of time and other resources to complete projects.
11. Take responsibility for one's own actions, decisions, and consequences.

EXTERNAL COURSE ACCREDITATIONS AND CONDITIONS

There are no external accreditations or conditions identified for this course.

COURSE EVALUATION
Test/Quizzes: 50%
2-3 tests/quizzes (at the discretion of the professor)

Class Assignments (at the discretion of the professor): 50%

PROGRAM SPECIFIC GRADING

Per College Grading System

GRADING SYSTEM
A+: 90-100% B+: 77-79% C+: 65-69% D: 50-54% S - Satisfactory
A: 85-89% B: 73-76% C: 60-64% F: 0-49% I - Incomplete
A-: 80-84% B-: 70-72% D+: 55-59% F- Repeat Course,
included in GPA

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FS- Failure Supplemental

FR- Repeat course,
excluded from GPA
*For a complete chart of grades and descriptions, please see the Grading Policy.

LEARNING RESOURCES
Course Textbooks:

Required:

Title: Marketing: An introduction

ISBN: 978-0136964124
Edition: 7th CDN
Author: Armstrong,G., Kotler,P., Trifts, U., & Buchwitz,L.

Other Resources:
As per instructor,

Resources listed on the course outline support the achievement of learning outcomes, and may be used
throughout the course to varying degrees depending on the instructor’s teaching methodology and the nature
of the resource.

Technology requirements - https://www.canadorecollege.ca/BYOD

The Harris Learning Library’s staff can help you find resources to support your learning - www.eclibrary.ca

LEARNING ACTIVITIES
Lessons, group work, discussions

DELIVERY MODE
This course may be delivered, in whole or in part, in a number of modalities, including in class, online, hybrid,
in a synchronous or asynchronous manner or a combination thereof, as per accreditation and/or regulatory
standards where appropriate.

RECORDING GUIDELINES
This class may be recorded by faculty of the College. Faculty will inform students when recording of the class
commences and ceases. ‘Recorded’ means that the audio-visual and chat portions of the class will be recorded
and then be stored on the College or vendor provider server. They will be made available to students, but only
for the express and sole use of those registered in this course. If you have any questions or concerns about this

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recording, please contact your instructor or the College’s privacy officer at privacy.officer@canadorecollege.ca.
Full recording guidelines can be found at: https://cdn.agilitycms.com/canadore-college/academic-centre-of-
excellence/Canadore%20Recording%20Guidelines.pdf

EXPERIENTIAL LEARNING
All full-time programs of study at Canadore College strive to provide students with the opportunity for
experiential learning. This course provides students with an experiential learning opportunity through:

Formal Course Projects (EL)

ACADEMIC POLICIES

Canadore College is committed to the highest standards of academic integrity, and expects students to adhere
to these standards as part of the learning process in all environments. The College's Academic Integrity policy
seeks to ensure that all students understand their rights and responsibilities in upholding academic integrity
and that students receive an accurate and fair assessment of their work. Please review the Academic Integrity
policy (A-18) and other academic policies found on our website:
https://www.canadorecollege.ca/about/policies.

COLLEGE POLICIES
• Protecting human rights in support of a respectful college community

For college policies please see: http://www.canadorecollege.ca/about-us/college-policies.

STUDENT SUCCESS SERVICES - Your Success Matters!

Student Success Services provides student-focused services to facilitate students' success in their studies. Staff
provide support by reducing and/or removing educational–related barriers through individualized
accommodations and supports to students with disabilities.

Please visit our webpage to learn more: https://www.canadorecollege.ca/support/student-success-services or

look for our events on social media.

To connect with Student Success Services email studentsuccessnow@canadorecollege.ca or call 705.474.7600

ext 5205.

FIRST PEOPLES' CENTRE:

A culturally safe environment offering CONFIDENTIAL student focused services, drop in or make an

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appointment to access:

• One on one counselling

• Elder in residence program
• Peer tutoring
• Peer mentorship
• Lunch & learn workshops on study skills, self-care, life skills
• Learning Resource Centre

Drop by our offices at C254 College Drive, E101 Commerce Court or call 705 474 7600 Ext. 5961 College Drive /
5647 Commerce Court.

https://www.canadorecollege.ca/experience/indigenous-student-experience

WAIVER OF RESPONSIBILITY
Every attempt is made to ensure the accuracy of this information as of the date of publication. The college
reserves the right to modify, change, add, or delete content.

HISTORICAL COURSE OUTLINES

Students use course outlines to support their learning. Students are responsible for retaining course outlines
for future use in applications for transfer of credit to other educational institutions.

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