MKTG 1301 -Intro to Marketing

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Durham College Course Outline – MKTG 1301– 2012-2013 Page 1 of 5

School of Media, Art & Design

Introduction to Marketing

2012-2013

Program Year Semester Music Business Administration/Management 1 1

Course code: MKTG 1301 Con. Ed. code: N/A

Course hours: 42 GPA weighting: 3

Prerequisite: N/A Corequisite: N/A

Prepared by: Tony Sutherland

Laptop course: yes no

Authorized by (Dean): Date: June 2012

Professor contact information:

NAME EMAIL PHONE OFFICE LOCATION

905 721.2000 x L217

905 . x

905 . x

905 . x

905 . x

905 . x




Course Description:In Canadian Marketing In Action, Keith Tuckwell defines marketing as “…a process that identifies a need andthen offers a means of satisfying it.” This introductory course deals with a) the fundamental assessment of themarketing environments, b) consumer buying behavior, c) identifying market segments and d) elements of amarketing plan. The course introduces students to the concepts, theories and methods of the marketingdiscipline. The theories discussed will be applicable to any type of product.

Rationale:Marketing processes are crucial in the development and distribution of any good or service. The backbone of

commerce, product marketing, is indeed a fundamental tool for business managers. Regardless of the type ofbusiness a student chooses as a career, he/she should possess knowledge of marketing fundamentals in orderto plan and implement strategies for a product, a service or an event. This subject provides the student withbasic strategies, and valuable insights to formulate a product, assess pricing, define the target market,structure promotional plans, and distribute the product.

Course Learning Outcomes

Course Specific Outcomes Essential Employability Outcomes Students receiving a credit for this course will havedemonstrated their ability to:

1. Sequence and assess the evolution ofcontemporary marketing.

2. Review and apply the marketing mix concept.

3. List external influences that affect the planningand implementing of marketing programs.

4. Detail the marketing planning process andexplain how marketing contributes to theachievement of company objectives.

5. Distinguish between the buying behavior anddecision making processes of consumers andbusinesses and industry customers.

6. Develop strategies to target consumers,businesses and industry customers.

7. List and critically analyze the variables thatcontribute to the development of an effectivemarketing plan.

Students receiving a credit for this course will havedemonstrated their ability to:

8. Communicate clearly, concisely and correctlyin the written, spoken, and visual form thatfulfills the purpose and meets the needs of theaudience.

9. Respond to written, spoken, or visualmessages in a manner that ensures effectivecommunication.

10. Execute mathematical operations accurately.

11. Apply a systematic approach to solveproblems.

12. Use a variety of thinking skills to anticipate andsolve problems.

13. Locate, select, organize, and documentinformation using appropriate technology andinformation systems.

14. Analyze, evaluate, and apply relevantinformation from a variety of sources.

15. Show respect for the diverse opinions, values,belief systems, and contributions of others.

16. Interact with others in groups or teams in waysthat contribute to effective workingrelationships and the achievement of goals.

17. Manage the use of time and other resources tocomplete projects.

18. Take responsibility for one’s own actions,decisions, and consequences.

For further clarification of Vocational Learning Outcomes and Essential Employability Skills please refer to the current Program Guide.






Evaluation Criteria:(A full description of the Academic Appeals Process can be found in your Student Handbook.)

Participation, Preparation, Punctuality, & Presence 15%

Test #115%

Test #2 15%

Team Project 25%

Final test 30%

Total 100%

Notes:

1. Prior to tests and assignments, information will be distributed and discussed in class.

2. Students must be present for all tests as no make-up tests will be given.3. Written assignments must be submitted as a hard copy unless alternate arrangements are discussed and mutually

agreed upon. Written assignments must include a proper cover page and must be stapled.

Required Text(s) and Supplies:Tuckwell, Keith J. Canadian Marketing in Action. (8th Edition). Toronto: Pearson/Prentice Hall,2009. ISBN: 0-13-2063131

Recommended Resources:(purchase optional)

Lathrop, Tad, This Business of Music Marketing & Promotion. (Revised and Updated Edition). New York: Billboard Books,

an imprint of Watson-Guptill Publications, 2003. ISBN: 0-8230-7729-2

Policies and Expectations for the Learning Environment:

General Policies and Expectations:

General College policies related to

• Acceptable Computer Use

• Academic Policies

• Academic Honesty

• Student Code of Conduct

• Students’ Rights and Responsibilities

can be found on-line at

http://www.durhamcollege.ca/EN/main/about/policies/academicpolicy.php

General Program policies related to

• Attendance

• Absence related to tests or assignment duedates

• Excused absences

• Writing tests and assignments

• Classroom management can be found in theProgram Guide. These are distributed toeach student during the first week of class.

Course Specific Policies and Expectations:




The industry that you are preparing to enter is one that is often strict and unforgiving when it comes to tardiness -particularly in terms of dealings with people in entry level positions and new entrepreneurs. In preparing you for that, thepolicies of this course require you to be punctual, to respect deadlines, and to adhere to scheduled dates.

Students must arrive on time for all classes. It is also expected that students will actively participate in class activities anddiscussions, and will prepare for such by doing the assigned readings in advance of each session.

Tests will be given only once. Make-up tests will not be given. If a test or assessment has been missed for legitimatereasons, the weighting of the student’s final assessment on the module shall be increased by the same weighting as themissed assessment.

Work handed in late must be submitted in hard copy AND e-mailed to your professor.

Pending availability, guest speakers may replace some of the in-class lectures and/or exercises listed on the syllabus.

Subject Eligibility for Prior Learning Assessment & Recognition (PLAR)

Yes No

(Candidate eligibility is outlined athttp://www.durhamcollege.ca/assets/Section~specific/Continuing~Education/documents/plar.pdf ) PLAR acknowledges subject mastery earned through work experience, professional development or non-traditionaleducational opportunities. A grade is assigned for the credit. The assessment can be written, oral, portfolio, orobservational (or a combination of these four formats). Assessment format is to be determined by the subject matterexperts.

1. A candidate will not be able to initiate the PLAR process if s/he:a. registered in the said subject within the last 10 months; orb. audited the subject within the last ten (10) months; orc. previously failed the subject (within the last 2 academic years); ord. misrepresented his/her performance in a College subject for the purpose of obtaining marks or

recognition.

2. Applications for PLAR should be completed prior to subject commencement. In any case, students enrolledinthe subject must apply and make payment for PLAR within the first two weeks of subject commencement.

**See your Durham College Handbook for further details.

General Course Outline Notes: 1. Students should use the course outline as a learning tool to guide their achievement of the learning outcomes for this

course. Specific questions should be directed to their individual professor.

2. The college considers the electronic format (i.e. MyCampus or DC Connect) as the primary channel ofcommunication. Students should check the sources regularly for current course information.

3. Professors are responsible for following this outline and facilitating the learning as detailed in this outline.

4. Course outlines should be retained for future needs (i.e. university credits, transfer of credits etc.)

5. A full description of the Academic Appeals Process can be found at http://durhamcollege.ca/gradeappeal

6. Faculty are committed to ensuring accessible learning for all students. Students with permanent disabilities whorequire academic accommodations in accordance with the Ontario Human Rights Code should register with theCentre for Students with Disabilities (CSD) to initiate in-class accommodations. The CSD is located in room SW116,Oshawa Campus (or room 180, Whitby Campus). Call 905-721-3123.

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MKTG 1301 -Intro to Marketing