School of Media, Art & Design

Introduction to Marketing
2012-2013
Program
Music Business Administration/Management

Year
1

Semester
1

Course code: Course hours: Prerequisite: Prepared by:

MKTG 1301 42 N/A Tony Sutherland no

Con. Ed. code:

N/A

GPA weighting: 3 Corequisite: N/A

Laptop course: yes Authorized by (Dean):

Date: June 2012

Professor contact information:

NAME EMAIL PHONE OFFICE LOCATION

905 721.2000 x 905 905 905 905 905 . . . . . x x x x x

L217

Durham College Course Outline MKTG 1301 2012-2013

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Course Description:
In Canadian Marketing In Action, Keith Tuckwell defines marketing as a process that identifies a need and then offers a means of satisfying it. This introductory course deals with a) the fundamental assessment of the marketing environments, b) consumer buying behavior, c) identifying market segments and d) elements of a marketing plan. The course introduces students to the concepts, theories and methods of the marketing discipline. 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 of business a student chooses as a career, he/she should possess knowledge of marketing fundamentals in order to plan and implement strategies for a product, a service or an event. This subject provides the student with basic 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
Students receiving a credit for this course will have demonstrated their ability to: 1. Sequence and assess the evolution of contemporary marketing. 2. Review and apply the marketing mix concept. 3. List external influences that affect the planning and implementing of marketing programs. 4. Detail the marketing planning process and explain how marketing contributes to the achievement of company objectives. 5. Distinguish between the buying behavior and decision making processes of consumers and businesses and industry customers. 6. Develop strategies to target consumers, businesses and industry customers. 7. List and critically analyze the variables that contribute to the development of an effective marketing plan.

Essential Employability Outcomes

Students receiving a credit for this course will have demonstrated their ability to: 8. Communicate clearly, concisely and correctly in the written, spoken, and visual form that fulfills the purpose and meets the needs of the audience. 9. Respond to written, spoken, or visual messages in a manner that ensures effective communication. 10. Execute mathematical operations accurately. 11. Apply a systematic approach to solve problems. 12. Use a variety of thinking skills to anticipate and solve problems. 13. Locate, select, organize, and document information using appropriate technology and information systems. 14. Analyze, evaluate, and apply relevant information 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 ways that contribute to effective working relationships and the achievement of goals. 17. Manage the use of time and other resources to complete projects. 18. Take responsibility for ones own actions, decisions, and consequences.

For further clarification of Vocational Learning Outcomes and Essential Employability Skills please refer to the current Program Guide.
Durham College Course Outline MKTG 1301 2012-2013 Page 2 of 5

Sequence of Instruction
Evidence of Learning
Week
1 2 3 4

Intended Learning
Introductions & Course Overview. Students will learn about the basic concepts of marketing. Growth of Contemporary Marketing. Students will learn about the evolution of marketing. Marketing Environments. Students will learn about the macro influencers of a marketing campaign. Test #1 + Market Research. Students will learn about the role of market research and the market research planning process. Chap 4: Consumer Behaviour. Students will learn about the role of psychology in marketing. Test #2 Marketing Research. Students will learn more about the role of market research. Consumer Buying Behaviour. Students will learn about the theories related to the psychology of consumer purchases. Consumer Buying Behaviour (cont). A continuation of the previous week. Business-to-Business Marketing and Organizational Buying Behaviour. Students will learn about the differences between B2C and B2B marketing. Business-to-Business Marketing and Organizational Buying Behaviour: A continuation of the previous week. Strategic Marketing Planning. Students will learn the theories that relate to the strategic planning of marketing activities. Review & Study Guidance (+ any remaining presentations) Final Test

Resources and References

Est. Class Hours

2

Learning Outcomes References

Intended Learning Activities

Assessment

Evaluation and Weighting

Tuckwell: Ch. 1 Tuckwell: Ch. 2 Tuckwell Ch 3

3 3 3

1, 4, 11, 12 1, 2, 9, 11, 12, 17 1, 2, 9, 11, 12, 17

Lecture & inclass exercise Lecture & inclass exercise/discussion Q&A/Lecture/Test

Formal assessment: TEST 1/Week 4 Formal assessment: TEST 1/Week 4 Formal assessment: TEST 1/Week 4 Formal assessment: TEST 2/Week 6 Test # 2: (VALUE: 15%) TEST 1 (VALUE 15%)

5 6 7 8 9 10

Tuckwell: Ch. 4

3 3

2, 3, 4, 7, 13 2, 3, 4, 7, 13 2, 6, 7, 8, 10, 11, 12, 13, 14, 17, 18 1, 2, 3, 6, 12, 14 1, 2, 3, 6, 12, 14 2-18

Lecture & in-class exercise/discussion Test

Tuckwell: Ch. 3 Tuckwell: Ch. 4 Tuckwell: Ch. 4 Tuckwell: Ch 5

3 3 3 3

Lecture & in-class exercise/discussion Lecture & in-class exercise/discussion Formal assessment: Group presentation/Weeks 10 & 11 Formal assessment: Group presentation/Weeks 10 & 11 Formal assessment: Group presentation/Weeks 11 & 12 Formal assessment: Group presentation/Weeks 11 & 12 Formal Assessment: Final Test/Week 14 Formal Assessment: Final Test/Week 14 Final Test (VALUE: 30%) GROUP PRESENTATIONS (VALUE: 25%) GROUP PRESENTATIONS (VALUE: 25%)

Lecture & in-class exercise/discussion Lecture + Group project explained, groups assigned Lecture + exercise/discussion Lecture = exercise/discussion

11 12 13 14

Tuckwell Ch 6 Tuckwell: Ch. 7

3 3 3 2

2-18 1 - 7, 11, 13 1 - 7, 8, 11, 13

Lecture & inclass exercise/discussion Q&A/Test

Course outlines are planning guidelines; actual delivery of content may vary with circumstances. Students will be notified in writing of changes that involve the addition or deletion of content, learning outcomes or evaluation, prior to changes being implemented Professors are responsible for following this outline and facilitating the learning as detailed in this outline.

Durham College Course Outline MKTG 1301 2012-2013

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

Participation, Preparation, Punctuality, & Presence Test #1 Test #2 Team Project Final test Total

15% 15% 15% 25% 30% 100%

Notes:
1. 2. 3. Prior to tests and assignments, information will be distributed and discussed in class. Students must be present for all tests as no make-up tests will be given. 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 General Program policies related to Attendance Absence related to tests or assignment due dates Excused absences Writing tests and assignments Classroom management can be found in the Program Guide. These are distributed to each student during the first week of class.

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

Course Specific Policies and Expectations:

Durham College Course Outline MKTG 1301 2012-2013

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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, the policies 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 and discussions, 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 legitimate reasons, the weighting of the students final assessment on the module shall be increased by the same weighting as the missed 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 at

http://www.durhamcollege.ca/assets/Section~specific/Continuing~Education/documents/plar.pdf )
PLAR acknowledges subject mastery earned through work experience, professional development or non-traditional educational opportunities. A grade is assigned for the credit. The assessment can be written, oral, portfolio, or observational (or a combination of these four formats). Assessment format is to be determined by the subject matter experts. 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; or b. audited the subject within the last ten (10) months; or c. previously failed the subject (within the last 2 academic years); or d. misrepresented his/her performance in a College subject for the purpose of obtaining marks or recognition. Applications for PLAR should be completed prior to subject commencement. In any case, students enrolled inthe subject must apply and make payment for PLAR within the first two weeks of subject commencement. **See your Durham College Handbook for further details. 2.

General Course Outline Notes:

1. 2. 3. 4. 5. 6. 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. The college considers the electronic format (i.e. MyCampus or DC Connect) as the primary channel of communication. Students should check the sources regularly for current course information. Professors are responsible for following this outline and facilitating the learning as detailed in this outline. Course outlines should be retained for future needs (i.e. university credits, transfer of credits etc.) A full description of the Academic Appeals Process can be found at http://durhamcollege.ca/gradeappeal Faculty are committed to ensuring accessible learning for all students. Students with permanent disabilities who require academic accommodations in accordance with the Ontario Human Rights Code should register with the Centre 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.

Durham College Course Outline MKTG 1301 2012-2013

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