This course introduces students to the role of marketing for independent companies and within business worldwide. The course emphasizes the market mix, known as the 4 P’s of marketing: product, price, place and promotion. Students will also explore current marketing issues and methods of assessing marketing efforts. Canadian and global concepts will be explored.

Learning Objectives

After completion of the course, students are expected to be able to:

• Explain the evolving role and function of marketing in our economy and society
• Describe the role, function and activities of marketing within the framework of the firm
• Explain the influences affecting consumer behaviour
• Complete a simple market research study using secondary data, analytical techniques and primary collection methods
• Prepare a basic market segmentation study
• Explain the functions of product, price, distribution and promotion and their inter-relationships within a product marketing program
• Prepare a basic marketing strategy