Georgian College - Course Outline


Term: Winter 2018

Subject Code:
Course Number:
PLA Applicable:
Course Name:
Introduction to Marketing
Grade Mode:
Credit Value:
Post Secondary



Co-requisite(s) and Concurrent Prerequisite(s):



EVNT 1008 Event Marketing
and MKTG 1002 Intro to Marketing (ODE)
and MAF 9101 Intro. au marketing
and BDE 2103 Introduction To Marketing
and MAR 9101 Introduction To Marketing
and MKTF 1000 Introduction au marketing
and MRKT 1000 Introduction to Marketing
and MAR 2102 Marketing 1
and MKTG 1009 Marketing 1 (ODE)
and MKTG 1011 Marketing 1 (ODE)
and MKTG 1012 Marketing 1 (ODE)
and MAR 9103 Marketing Foundations
and MKTG 1004 Marketing Foundations
and AUTM 1001 Terminated: USE MRKT 1000

Students are advised to retain course outlines for future use in support of applications for employment or transfer of credits

Course Description:

This is an overview course with primary focus on marketing products and services to the ultimate consumer. Emphasis is placed on the basic marketing premise that customer needs must be satisfied in order to achieve company objectives. The student gains insight into the complex and interdependent variables involved in developing successful marketing strategies. The strategic marketing planning process is introduced, along with the specific concepts and principles involved in the four key components of the marketing plan - Product, Price, Distribution, and Promotion Strategies.

Learning Outcomes:

Upon successful completion of this course, the student will have reliably demonstrated the ability to:

1. Explain the significance of a target market and a marketing mix in the development of a firm’s marketing plan.
2. Describe how the uncontrollable variables create opportunities and threats in the development of a firm’s marketing plan.
3. Articulate the consumer buying process and the factors that influence that process.
4. Apply a variety of market segmentation techniques and product positioning techniques to predict target market opportunities.
5. Outline the marketing research process as a decision-making tool in the development of a firm’s marketing plan.
6. Describe the strategic marketing process, including the basic components that comprise a firm’s marketing program.
7. Discuss the major factors that influence global marketing and the different global marketing strategies.

Course Content:

The content in this introductory course deals with a cross
section of concepts that provide the basics for
understanding the Marketing Planning Process, and all of
the components of the Marketing Plan.
(a) Marketing Strategy Planning. The importance of sound
planning is identified. Customer focus is a key element in
a successful program.
(b) Uncontrollable Environment. The various forces
outside the organization which affect customers and the
firm's marketing plan are examined. Examples of these
forces are competition, economic conditions, social trends
and legal restraints.
(c) Customer Characteristics. Demographic dimensions,
behavioural factors, and organizational influences that
impact on the customer's buying decision will be examined.
(d) Market Segmentation. Techniques for identifying
groups of customers who have common needs or
characteristics are studied. These common needs or
characteristics are used in developing the entire marketing
(e) Marketing Research. A basic model for undertaking
marketing research will be examined.
(f) Managing the Marketing Process. The four Marketing
Mix components must be blended to plan, implement, and
control the marketing process.
(g) International Markets. How and why Canadians may have
to adapt their marketing mix when entering the international


Tests/examinations/assignments must be written/submitted at the time specified. Requests for adjustments to that schedule must be made before the test/exam/assignment date to the faculty member. Failure to do so will result in a mark of “0”, unless an illness/emergency can be proven with appropriate documentation at no cost to the College.

The passing grade for all courses is 50%, or letter grade of P (Pass) or S (Satisfactory) unless otherwise noted below. The passing weighted average for promotion through each semester of a program is 60% and is a requirement to graduate.

Tests 60%
Assignments 40%

Prior Learning Assessment:

This course is eligible for Prior Learning Assessment. If you feel you have acquired equivalent skills and knowledge through life and work experience, you can request an assessment. Contact your program co-ordinator, or the Office of the Registrar.


A student at Georgian College can appeal the following:

  1. a mark on the assignment, test, examination or practical experience;
  2. a final mark for a course or co-op work term;
  3. missing or incorrect assessment information on a grade report and/or transcript

A student cannot appeal a decision regarding whether or not a PLA or Exemption is available for an individual course, nor the method of challenge used.

© Georgian College 2013