Marketing | 4 Credits

Students will be assessed based on the knowledge and skills required to integrate the marketing function into the operation of a successful organization. To demonstrate mastery, they will articulate the role of marketing in the successful operation of an organization, evaluate the impact of the external environment on marketing strategies, perform a market segmentation analysis and select an appropriate target market, apply the concepts of the marketing mix, and conduct marketing research to market products and services.

Required text: Lamb, C. W., Hair, J. F., & McDaniel, C. (2021). MKTG: Principles of Marketing, 13th Edition. ISBN: 9780357127889. Rental available here.

• Articulate the role of marketing in the successful operation of an organization.
• Evaluate the impact of the external environment on marketing strategies.
• Perform a market segmentation analysis, and select an appropriate target market.
• Apply the concepts of the marketing mix.
• Conduct marketing research to market products and services.

In this course students will be assessed based on the knowledge and skills required to develop and professionally present a comprehensive marketing plan for an organization’s products and/or services.

Required text: Lamb, C. W., Hair, J. F., & McDaniel, C. (2021). MKTG: Principles of Marketing, 13th Edition. ISBN: 9780357127889. Rental available here. 

Successful completion of this course satisfies credit equivalents in the following competency areas: Marketing (1.5) and Business Communication (0.5)

• Develop marketing plans for organizations’ products and services.
• Present marketing plans to key stakeholders.
• Deliver effective formal presentations in organizational contexts.

Prerequisites

• BAMS 300x Marketing Foundations Concepts and Application
• CGS ENG 102x Critical Writing, Reading, and Research II