Introduction to Marketing
BMI3C • GRADE 11 • COURSE OUTLINE
Policy Document: The Ontario Curriculum, Grades 11 and 12: Business Studies, 2006
http://www.edu.gov.on.ca/eng/curriculum/secondary/business1112currb.pdf
Pre-requisite:
None
Teacher:
Mr. B. Bourgase
Blog: http://mrbourgase.blogspot.com
Wiki: http://mrbourgase.wikispaces.com
Office: Business Studies Room 310W
Office Telephone: (416) 393-9820x20085
COURSE DESCRIPTION:
This course introduces the fundamental concepts of product marketing, which
includes the marketing of goods, services, and events. Students will examine
how trends, issues, global economic changes, and information technology
influences consumer buying habits. Students will engage in marketing research,
develop marketing strategies, and produce a marketing plan for a product of
their choice.
OVERVIEW OF UNITS:
Unit
1
2
3
4
Title
Marketing Fundamentals
The Marketing Mix
Trends in Marketing
The Marketing Plan
UNITS AND EXPECTATIONS:
Unit One: MARKETING FUNDAMENTALS

Describe the process by which goods and services are exchanged

Explain how marketing influences consumers and competition

Demonstrate an understanding of the importance of marketing research
to a business and how information technology can be used to obtain
and analyze marketing-related information

Analyze marketing strategies used by organization in the not-for profit
sector
Chapters 1, 2, 3, 4
RIVERDALE CI • BUSINESS STUDIES DEPARTMENT
Introduction to Marketing
BMI3C • GRADE 11 • COURSE OUTLINE
Unit Two: THE MARKETING MIX

Explain the stages of product development

Explain the factors involved in the pricing of goods, services, and events

Compare a variety of distribution strategies and the logistics associated
with them

Demonstrate an understanding of the strategies involved in the
promotion of goods, services, and events
Chapters 5, 6, 7, 8, 9
Unit Three: TRENDS IN MARKETING

Explain the effects of new information technologies on marketing
strategies and consumer trends

Identify and describe various environmental, ethical, social, and legal
issues that affect marketing activities

Demonstrate an understanding of the potential for participation in the
global marketplace

Summarize, on the basis of computer research, career pathways in
marketing
Trends are examined throughout Chapters 1-9
Unit Four: THE MARKETING PLAC

Plan the process of developing a marketing plan

Develop a marketing plan for a good, service, or event

Analyze the uses of a marketing plan
This comprises the culminating activity
COURSE EVALUATION:
Category
Knowledge/Understanding
Thinking
Application
Communication
Culminating Activity
Final Mark Total
Term Mark
25%
25%
25%
25%
100%
Year End Mark
17.5%
17.5%
17.5%
17.5%
30%
100%
RIVERDALE CI • BUSINESS STUDIES DEPARTMENT
Introduction to Marketing
BMI3C • GRADE 11 • COURSE OUTLINE
Knowledge and Understanding
Subject-specific content (e.g., facts, terms, definitions, procedures) acquired in
each course, and the comprehension of its meaning and significance (e.g.,
concepts, principles, theories, relationships, methodologies and/or
technologies).
Tests and Quizzes, Assignments, Projects, Case Studies, Presentations
Thinking
The use of critical and creative thinking skills and/or processes, as follows
planning skills (e.g., focusing research, gathering information, selecting
strategies, organizing a project), processing skills (e.g., analysing, interpreting,
assessing, reasoning, generating ideas, evaluating, synthesizing, seeking a
variety of perspectives, forming conclusions) critical/creative thinking processes
(e.g., evaluation of business situations, problem solving, decision making,
detecting bias, research)
Tests and Quizzes, Assignments, Projects, Case Studies, Presentations
Communication
The conveying of meaning through various oral, written, and visual forms,
including electronic forms (e.g., presentations, charts, graphs, tables, web
pages, advertisements, flyers, letters, memos, reports).
Tests and Quizzes, Assignments, Projects, Case Studies, Presentations
Application
The use of knowledge and skills to make connections within and between
various contexts.
Tests and Quizzes, Assignments, Projects, Case Studies, Presentations
DEADLINES FOR FINAL SUBMISSION OF YOUR WORK ARE
STRONGLY EMPHASIZED. ALL LATE SUBMISSIONS ARE
ACCEPTED UP UNTIL THE TIME WORK IS RETURNED. AFTER
THIS DATE, A MARK OF ZERO IS AWARDED FOR ALL LATE
SUBMISSIONS. HAND IN YOUR WORK ON THE DUE DATE!
Learning Skills
Students will also be evaluated on the following five categories: Responsibility,
Organization, Independent Work, Collaboration, Imitative, Self-Regulation
These five learning skills are evaluated using a four-point scale
E-Excellent • G-Good • S-Satisfactory • N-Needs Improvement
RIVERDALE CI • BUSINESS STUDIES DEPARTMENT
Introduction to Marketing
BMI3C • GRADE 11 • COURSE OUTLINE
COURSE CURRICULUM:
The primary textbook used for this course is The World of Marketing: A Canadian
Profile, 2003, by David Notman and Jack Wilson.
Other Resources include current print material, newspaper and magazine
articles, websites and internet resources, videos, and guest speakers.
Chapter
1
2
3
4
5
6
7
8
9
Topic
What is Marketing?
Summary
The 4 P’s of marketing
Marketing Strategies
The Consumer
Consumer demand and motivation
Product life cycles
The Competitive Market
Competition
Competing in international markets
Marketing Research
Types of market research
Gathering and analyzing data
Product Development
Products and utility
Invention and innovation
Positioning and Branding
Types of positioning
Branding and brand strategies
Packaging
Pricing
Pricing strategies and policies
Distribution and Logistics
Channels of distribution
Logistics & Inventory management
Advertising, Promotion & Sales Types of media
Public relations
Sales promotions
DEPARTMENTAL POLICY
The following recommendations are made to help you achieve your full
potential in Introduction to Business.
1. Students must be in class at the start of each period, prepared to begin before
the bell rings. Poor attendance and lateness have a direct effect on success,
therefore, it is critical you maintain excellent attendance and punctuality. If you
are late you must go down to the attendance office and get a late slip.
2. A note is required to leave the class before the end of the period.
RIVERDALE CI • BUSINESS STUDIES DEPARTMENT
Introduction to Marketing
BMI3C • GRADE 11 • COURSE OUTLINE
3. You are responsible to keep up-to-date with respect to notes, assignments and
projects. If you have been absent, check with your teacher to find out what work
you missed.
4. A binder is to be maintained throughout the year and brought to each class.
5. It is your responsibility to make arrangements for the completion of tests should a
conflict exist with field trips or athletic events. If you miss a test, for any other
reason, you are required to provide a note and to discuss the missed test with your
teacher upon your return to school.
6. Assignments are due at the beginning of the class on the due date. Any assignments
handed in past the ultimate deadline (the date the assignment has been marked
and handed back to students) will no longer be accepted.
7. All work submitted to the instructor shall be original work from the student. Plagiarism
will immediately receive a zero and referred to the vice-principal.
8. MP3 players are not allowed to be played during class.
9. Absolutely no eating or drinking in class.
RIVERDALE CI • BUSINESS STUDIES DEPARTMENT