Iona Catholic Secondary School
Business &⇣Technology Department
Course Code: BMI3C
Course Name: Introduction to Marketing
Level:⇣Grade 11 College
Instructor: Mr. Tingle
Room Number: 215
Course Overview:
This course introduces the fundamental concepts of marketing, with an emphasis on in-depth analysis of the
influence of changes in the economy and global marketplace, trends and issues and the impact of technology.
Students will analyze the buying patterns of various consumers and the effect of marketing strategies, and will
engage in marketing research. Students will also apply course knowledge to current marketing campaigns, and
will develop and present a marketing plan for a specific product.
Specific Strands of Study and Expectations include:
Unit 1: The Marketing Process
• Develop an understanding of the nature and scope of marketing; • Explore how current trends shape marketing strategies, particularly emerging tech;
• Study marketing’s influence on competitive environment and cultural differences;
• Examine the role of research in developing marketing plans.
Unit 2: The Marketing Mix
• Learn how to develop a successful market plan that includes:
- pricing
- distribution
- promotion
- position;
• Examine the balance of social and fiscal responsibility.
Unit 3: Trends in Marketing
• Investigate the role that information technology plays in current marketing
environment;
• Compare and contrast local, regional, national and international marketing strategies;
• Critique various environmental, ethical and legal issues;
• Study marketing practices of not-for-profit organizations
Unit 4: Marketing Opportunities
• Apply course material to develop a comprehensive marketing plan for a new product;
• Explore the opportunities in the field of Marketing, concentrating on applying
Catholic values to a successful career in the field.
Efforts will be made to meet the individual learning needs of students
in order to ensure these expectations are being met.
Resources: BMI3C
The course will use a variety of resources to provide
students with a comprehensive learning activity:
• Textbook: The World of Marketing;
• Students are responsible for keeping organized
notes of lecture material - including missed classes;
• Personal research of print and electronic media;
• Handouts and reprints of articles;
• Returned tests and quizzes should be kept for
study reference
Evaluation Structure:
Term and Summative work is weighted in 4 categories
• Knowledge/Understanding.......30%
• Thinking/Inquiry........................20%
• Communication........................20%
• Application................................30%
The above is reflected in the term work (worth 70% of the final
mark) and the summative work (worth 30% of the final mark)
Summative work consists of:
10% Culminating Activity (Marketing Plan)
20% Final Examination
Evaluation Policy
Students will be assessed and evaluated according to the work produced and skills displayed. Methods of providing feedback will include assessing work in process and evaluating completed assignments, tests, co-operative learning activities,
simulations and presentations. Peer and self-evaluations will also be utilized.
Student marks will be determined by evaluating process and product according to 4 categories and 4 levels.
The chart below defines the specific skills and key words used to determine student competency in the different categories:
Category Level
Level 1:
50 - 59%
Knowledge &⇣Understanding Limited
• Knowledge of facts and terms
• Understanding of concepts and relationships
Thinking & Inquiry
• Critical thinking skills
• Creative thinking skills
• Inquiry skills
Communication
display of
knowledge,
skills and
ability
to apply
concepts.
Level 2:
60 - 69%
Some success
in displaying
knowledge,
skills and
application of
concepts.
Level 3:
70 - 79%
Level 4:
80 - 100%
Considerable
display of
knowledge,
skills and
ability
to apply
concepts.
Thorough
understanding
of concepts
and ability to
communicate,
think
creatively
and apply
concepts.
• Communication of ideas and information
• Use of symbols and visuals
• Oral and written presentation
Application
• Applications in familiar contexts
• Transfer of concepts to new contexts
• Making logical conclusions and predictions
• Use of technology
The following student learning skills are assessed independently and feedback provided on reports:
Working Independently, Team Work, Organization, Work Habits and Homework, and Initiative.
E⇣= Excellent
G⇣= Good
S = Satisfactory
N = Needs Improvement
Other Evaluation Issues
• Late assignments will be accepted with a penalty as stipulated in the Iona Student Agenda;
• No assignments will be accepted after the instructor returns the marked assignments;
• Repeated lateness in submitting work indicates poor organization skills and will result in parental contact;
• Students are obliged to follow the Board’s policy on computer use any misuse will result in consequences;
• Plagiarism, in any form, reflects academic dishonesty and will reult in a mark of zero for the assignment;
• Students are expected to be prepared for all class work, and attend wearing the full Iona uniform properly;
• All students are bound by the policies and procedures detailed in the Iona Student Agenda, with
consequences as outlined - including administration involvement and parental contact.