School of Business, IT &
Management – dual credit
Marketing 1200 and BMI3C alignment
2011 - 2012
Program
Year
Semester
Business / Business Administration
1
1
Computer Programmer Analyst (Elective)
2
3
Professional Golf Management
1
1
Course code:
MKTG1200&BMI3C
Con. Ed. code:
n/a
Course hours:
110 (combined)
GPA weighting:
3
Prerequisite:
Prepared by:
Laurie Reid
none
Corequisite:
n/a
Derek Brunton, Thomas Honey, Vince Belmonte, Ben Dionne, TBA and
Laptop course: yes
no
Authorized by (Dean):
Date: June 2011
Professor contact information:
NAME
EMAIL
PHONE
LOCATION
Derek Brunton
905
.
x
Durham College
Thomas Honey
905
.
x
Durham College
Vince Belmonte
905
.
x
St. Mary’s, DCDSB
Ben Dionne
905
.
x
TBA
905
.
x
Laurie Reid
905
.
x
All Saints, DCDSB
Notre Dame,
DCDSB
Pine Ridge, DDSB
Course Description:
Marketing 1200:
This course is aimed at giving students a practical introduction and understanding of the marketing
process and the activities of marketers. The material covered will teach the student the basis of marketing
planning and principles which are necessary for any type of successful business enterprise—product or
service, large or small, profit or not-for-profit. The creation of customer value, an analysis of the changing
business environment and its impact, identification of the customer and an understanding of their decision
making, as well as marketing research methods and their linkage to effective marketing strategies will be
examined.
BMI3C:
Insert Course Description:
Rationale:
This course is a required credit in the Business Administration and Professional Golf Management
programs at Durham College.
Marketing plays a crucial role in the activities of all business and is an integral part of all our lives.
Business students need to understand how effective marketing is critical to an organization’s success.
This course offers a foundation to understand key activities for general business success, as well as
introduces core marketing concepts that are necessary to understand for the further study of marketing.
Course Learning Outcomes and Expectations
MKTG1200 Course Specific Outcomes
Essential Employability Outcomes
Students receiving a credit for this course will have
demonstrated their ability to:
Students receiving a credit for this course will have
demonstrated their ability to:
1. Define the marketing mix
1. Communicate clearly, concisely and correctly
in the written, spoken, and visual form that
fulfills the purpose and meets the needs of the
audience.
2. Describe the creation of value and the process
for satisfying customer needs and wants while
practicing ethical and socially responsible
marketing
2. Analyze, evaluate, and apply relevant
information from a variety of sources
3. Complete an Environmental Scan selecting
appropriate factors to consider from all 5
uncontrollable factors in the environment
3.
Respond to written, spoken, or visual
messages in a manner that ensures effective
communication.
4. Explore how internal and external influences
affect the consumer purchase decision process
4. Apply a systematic approach to solve
problems.
5. Explain the importance of accurate research,
demonstrating the role, designs and steps used to
conduct marketing research.
5. Use a variety of thinking skills to anticipate and
solve problems.
6. Relate research findings to an appropriate
marketing decision.
6. Locate, select, organize, and document
information using appropriate technology and
information systems.
7. Create a consumer target market profile using
appropriate segmentation variables.
7. Show respect for the diverse opinions, values,
belief systems, and contributions of others.
8. Distinguish the characteristics of organizational
buying
8. Interact with others in groups or teams in ways
that contribute to effective working
relationships and the achievement of goals.
9. Describe the strategic marketing process and its
Course Learning Outcomes and Expectations
MKTG1200 Course Specific Outcomes
Essential Employability Outcomes
importance to successful marketing and business
plans.
9. Manage the use of time and other resources to
complete project.
10. Take responsibility for one’s own actions,
decisions, and consequences.
BMI3C Course Specific Expectations:
A Marketing Fundamentals - Overall Expectations
By the end of this course, students will:
A1 • describe the process by which goods and
services are exchanged;
A2 • explain how marketing influences consumers
and competition;
A3 • demonstrate an understanding of the
importance of marketing research to a business
and how information technology can be used to
obtain and analyse marketing-related information;
A4 • analyse marketing strategies used by
organizations in the not-for-profit sector;
A5 • compare the factors that influence marketing
methods and activities in the global economy.
B The Marketing Mix - Overall Expectations
By the end of this course, students will:
B1 • explain the stages of product development;
B2 • explain the factors involved in the pricing of
goods, services, and events;
B3 • compare a variety of distribution strategies and
the logistics associated with them;
B4 • demonstrate an understanding of the
strategies involved in the promotion of goods,
services, and events.
C Trends in Marketing - Overall Expectations
By the end of this course, students will:
C1 • explain the effects of new information
technologies on marketing strategies and
consumer trends;
C2 • identify and describe various environmental,
ethical, social, and legal issues that affect
marketing activities;
C3 • demonstrate an understanding of the potential
for participation in the global marketplace;
C4 • summarize, on the basis of computer
research, career pathways in marketing.
D The Marketing Plan - Overall Expectations
By the end of this course, students will:
D1 • explain the process of developing a marketing
plan;
D2 • develop a marketing plan for a good, service,
or event;
D3 • analyse the uses of a marketing plan.
For further clarification of Vocational Learning Outcomes and Essential Employability Skills please refer to the current Program Guide.
Sequence of Instruction
Evidence of Learning
Week
Intended Learning
DCDSB / Durham College
Resources
and
References
Est.
Class
Hours
MKTG1200
Learning
Outcomes
BMI3C
Expectations
Intended Learning Activities
Assessment
Evaluation
and
Weighting
1
Course Introduction
Chapter 1 - What is Marketing?
- Understand the focus of marketing
and explain the marketing process
Chapter 15:
Intro to Web CT
Marketing and Strategic
Planning
-Describe strategy developed
at all 3 levels of an
organization
2
Chapter 1
- Define the marketing mix
- Describe the evolution of marketing
Chapter 15:
Explain concepts of business,
mission and goals, and their
importance to the organization
-Explain how strategic direction is
set
1,2,9,10,12,
14,16,17
Course
Outline
A1,A2,B1,
B2,B3,
Lecture / Group Activity / Discussion
Project Activities
Course
textbooks
In class
assignments /
quizzes.
Assigned
randomly
Group Project
20%
30%
Test 1
20%
10%
3
WebCT
20%
30%
Test 2
20%
10%
Course
Outline
1,2,9,10,12,
13,14,16,17
Course
textbooks
3
A1,A2,A3,
A4,A5,B1,B2,
B3,B4,D1
Lecture / Group Activity / Discussion
Project Activities
In class
assignments /
quizzes.
Assigned
randomly
20%
30%
Group Project
20%
30%
Test 1
20%
10%
WebCT
Test 2
20%
10%
Sequence of Instruction
Evidence of Learning
Week
Intended Learning
DCDSB / Durham College
Resources
and
References
Est.
Class
Hours
MKTG1200
Learning
Outcomes
BMI3C
Expectations
Intended Learning Activities
1,2,9,10,12,
14,16,17
A1,A2,A3,B1,
B2,B3,D1
Lecture / Group Activity / Discussion
Project Activities
Assessment
Evaluation
and
Weighting
3
Chapter 1 :
What is Marketing?
-Explain the progression of
marketing including Customer
Relationship Management and
Experiential Marketing
Chapter 15:
-Describe 4 market product
strategies
4
Chapter 1:
- Define Corporate Social
Responsibility
-Exploration of Marketing Career Options
Chapter 15:
Marketing and Strategic Planning
-Describe 3 phases of Strategic
Marketing
Course
Outline
Course
textbooks
WebCT
3
Course
Outline
Course
textbooks
1,2,,9,10,12,
14,16,17
3
A1,A2,A3,B1,
B2,B3,C3,C4
D1,D2,D3
Lecture / Group Activity / Discussion
Project Activities
In class
assignments /
quizzes.
Assigned
randomly
20%
30%
Group Project
20%
30%
Test 1
20%
10%
Test 2
20%
10%
In class
assignments /
quizzes.
Assigned
randomly
20%
30%
Group Project
20%
30%
Test 1
20%
10%
Test 2
20%
10%
WebCT
Sequence of Instruction
Evidence of Learning
Week
Intended Learning
DCDSB / Durham College
Resources
and
References
Est.
Class
Hours
MKTG1200
Learning
Outcomes
BMI3C
Expectations
Intended Learning Activities
3,10,11,12,
14, 15,16,17
B1,B2,B3,C1
C2,C3,C4
Lecture / Group Activity / Discussion
Project Activities
Assessment
Evaluation
and
Weighting
5
Chapter 5:
Market Research
-Understand the use and benefits of a
marketing information system
Chapter 15:
Marketing and Strategic
Planning
2. Implementation
6
Chapter 5:
-Explain the role and challenges of
market research
-Describe 3 areas of research
classification
Chapter 15:
3. Evaluation
Course
Outline
Course
textbooks
3
In class
assignments /
quizzes.
Assigned
randomly
20%
30%
Group Project
20%
30%
Test 1
20%
10%
In class
assignments /
quizzes.
Assigned
randomly
20%
30%
Group Project
20%
30%
Test 1
20%
10%
WebCT
Course
Outline
3,10,11,12,
14, 15,16,17
Course
textbooks
B1,B2,B3,C1
C2,C3,C4
Lecture / Group Activity / Discussion
Project Activities
Trip to Durham College (x2)
3
WebCT
Sequence of Instruction
Evidence of Learning
Week
7
Intended Learning
DCDSB / Durham College
Chapter # 5 Market Research
-Describe a step by step approach to
market research
-Explain how secondary and primary
data are used in marketing
Chapter 15:
1. Planning Phase- SWOT ,
Market-Product Focus,
Marketing Program
Resources
and
References
Est.
Class
Hours
Course
Outline
Course
textbooks
MKTG1200
Learning
Outcomes
BMI3C
Expectations
Intended Learning Activities
5,6,10,11,12,
14, 15,17
A4,A5,B1,B2,
B3,C1
C2,C3,C4
Lecture / Group Activity / Discussion
Project Activities
Assessment
Evaluation
and
Weighting
In class
assignments /
quizzes.
Assigned
randomly
20%
30%
Group Project
20%
30%
Test 1
20%
10%
In class
assignments /
quizzes.
Assigned
randomly
20%
30%
Group Project
20%
30%
Test 1
20%
10%
3
WebCT
8
Chapter 5:
-Understand how to access
information
-Explain uses of market research
tools
Chapter 2 :
Marketing and the Environment
-Describe an environmental scan
-Understand the importance of
monitoring change in a marketing
environment
Course
Outline
Course
textbooks
5,6,10,11,12,
14, 15,17
A4,A5,B1,B2,
B3,C1
C2,C3,C4
Lecture / Group Activity / Discussion
Project Activities
3
WebCT
Sequence of Instruction
Evidence of Learning
Week
Intended Learning
DCDSB / Durham College
Resources
and
References
Est.
Class
Hours
MKTG1200
Learning
Outcomes
BMI3C
Expectations
Intended Learning Activities
Assessment
Evaluation
and
Weighting
9
Chapter 6:
Segmentation and Targeting
-Identify the different forms of
market segmentation
Mass, Segment, Niche and
Individualized marketing
Chapter 2
-Examine how demographics,
socio-cultural, trends affect
marketing strategies
5,6,10,11,12,
14, 15,17
Course
Outline
A1,A4,A5,
B1,B2,
B3,C1
C2,C3,
Lecture / Group Activity / Discussion
Project Activities
Course
textbooks
WebCT
3
In class
assignments /
quizzes.
Assigned
randomly
20%
30%
Group Project
20%
30%
Test 2
20%
10%
In class
assignments /
quizzes.
Assigned
randomly
20%
30%
Group Project
20%
30%
Test 2
20%
10%
10
Chapter 6:
-Explain the steps in market
segmentation
- Understand how to create target market
profiles based on 4 segmentation
variables: geographics, demographics,
psychograohics and behaviouristics
Course
Outline
Chapter 2
-Examine how demographics,
socio-cultural, trends affect
marketing strategies
WebCT
7,10,11,12,
14, 16,17
Course
textbooks
3
B1,B2,B3,B4
C1,C2,C3
Lecture / Group Activity / Discussion
Project Activities
Sequence of Instruction
Evidence of Learning
Week
Intended Learning
DCDSB / Durham College
Resources
and
References
Est.
Class
Hours
MKTG1200
Learning
Outcomes
BMI3C
Expectations
Intended Learning Activities
B1,B2,B3,B4
C1,C2,C3
Lecture / Group Activity / Discussion
Project Activities
Assessment
Evaluation
and
Weighting
11
Chapter 6: Segmentation and
Targeting
- Understand how to create target
market profiles based on 4
segmentation variables:
geographics, demographics,
psychograohics and behaviouristics
Chapter 2 :
Marketing and the Environment
-Examine how demographics,
socio-cultural, economic and
technological trends affect
marketing strategies
12
-Determine the importance of Product
Positioning and its affect on marketing
mix strategies
- Understand how to create and use a
perceptual map
Chapter 2:
-Recognize the impact of
competition on companies and
marketing programs
-Understand how regulatory forces
encourage free market competition and
protect consumers
Course
Outline
4,10,11,12,
14, 16,17
3
Course
textbooks
In class
assignments /
quizzes.
Assigned
randomly
20%
30%
Group Project
20%
30%
Test 2
20%
10%
In class
assignments /
quizzes.
Assigned
randomly
20%
30%
Group Project
20%
30%
Test 2
20%
10%
WebCT
Course
Outline
Course
textbooks
3
4,10,11,12,
14, 16,17
C1,C2,
D1,D2,D3
Lecture / Group Activity / Discussion
Project Activities
WebCT
Sequence of Instruction
Evidence of Learning
Week
Intended Learning
DCDSB / Durham College
Resources
and
References
Est.
Class
Hours
MKTG1200
Learning
Outcomes
BMI3C
Expectations
Intended Learning Activities
A5,B1,B2,B3,
B4,C1,C2
Lecture / Group Activity / Discussion
Project Activities
Assessment
Evaluation
and
Weighting
13
Chapter 3: Consumer Behaviour
-Describe the stages in the
consumer purchase decision
process
-Examine the impact of Situational
and
Psychological influences on
consumer behaviour
Chapter 4: B2B Marketing
-Describe the nature and size of
organizational markets
Course
Outline
3
4,7,9,10,
11,12,
14, 16,17
Course
textbooks
In class
assignments /
quizzes.
Assigned
randomly
20%
30%
Group Project
20%
30%
Test 2
20%
10%
In class
assignments /
quizzes.
Assigned
randomly
20%
30%
Group Project
20%
30%
WebCT
14
Chapter 3: Consumer Behaviour
-Examine the impact of Sociocultural influences on consumer
behaviour
-Test review
Chapter 4: B2B Marketing
-Describe how organizations buy,
characteristics, process and on-line and
how it differs from consumer buying
15
16
17
18
Final Exam
Course
Outline
8,10,12,
14, 16,17
3
Course
textbooks
WebCT
A5,B1,B2,B3,
B4,C1,C2
Lecture / Group Activity / Discussion
Project Activities
Test 2
20%
10%
20%
20%
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. Faculty can find the procedures for implementing
changes in the Course Outline Guide.
High school teachers and college instructors are responsible for following this outline and facilitating the learning as detailed in this outline.
Evaluation Criteria:
(A full description of the Academic Appeals Process can be found in your Student Handbook.)
Assessment/Evaluation Name
Term Test # 1
Term Test #2
College
Course Weight
10%
10%
High School
Course Weight
20%
20%
In-Class Assignments
30%
20%
Group Project
30%
20%
Final Exam
20%
20%
Total
100%
100%
Notes:
1. The evaluation criteria for all written assignments may include up to 20% for spelling, grammar, and
mechanics as stated in the evaluation guidelines for all Business Communication courses.
2. Teamwork and collaboration are important skills in business and the bulk of a marketing
professional's activities involve working in teams and communicating with colleagues. You will be involved
in group-based assignments, for which no individual assignments will be accepted. Success in group
projects is dependent on developing good group dynamics and having equitable contributions from all
team members. Guidelines for managing good group dynamics will be distributed in class.
Not all team members may contribute equally in all team situations. As part of the group project
submission, groups may be asked to complete a performance appraisal and marks allocation process
which will determine the allocation of the grade among group members.
Required Text(s) and Supplies:
MKTG1200
The Core, 2nd edition. Roger A. Kerin, Steven W. Hartley, William Rudelius, Christina Clements and
Harvey Skolnick. McGraw–Hill Ryerson (2009). ISBN 978-0-07-097426-5.
BMI3C
The World of Marketing, A Canadian Perspective, David Notman, Jack Wilson, Thomson Nelson 2003.
ISBN 978-0-17-625946-4
Recommended Resources:
(purchase optional)
WebCT Course Materials as posted by the college instructor and the high school teacher.
Policies and Expectations for the Learning Environment:
General Policies and Expectations:
General College policies related to
General Program policies related to

Acceptable Computer Use

attendance

Academic Policies


Academic Honesty
absence related to tests or assignment due
dates

Student Code of Conduct

excused absences

Students’ Rights and Responsibilities
can be found on-line at
http://www.durhamcollege.ca/academicpolicies

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.
Course Specific Policies and Expectations:
ATTENDANCE:
Attendance has been shown to be the best predictor of student success. Students are expected to attend
classes, tests and other form of evaluation. It is also expected that students will actively participate in class
activities and discussions. A student missing topics will be less able to complete subsequent assignments.
Students are responsible for knowing all course requirements and instruction given in class. Handouts will not
be available in subsequent classes. Students are encouraged to form support groups of three to four people for
classes. The purpose of the support group is to encourage students to rely on each other for assistance in
obtaining missed handouts, understanding instructions and any other material reviewed in class.
Students are required to submit the appropriate documents when serious illness or other grave occurrences
interfere with their ability to complete the subject requirements. If an emergency occurs, contact the professor
before the start of class via the college's 24-hour voice mail system or MyCampus email. As soon as you return
to the college, make an appointment to see the professor.
Absences considered excusable are as follows:
1. Illness - medical note
2. Injury - medical note
3. Job Interview - letter of request
4. Court Appearance - letter of request
5. Car Problems - copies of bills etc.
6. Death - obituary notice
Any arrangements to make up for missed assignments will be at the sole discretion of the course professor.
ACADEMIC INTREGITY: Refer to Student Handbook
Professors may request electronic files of written submissions. Plagiarism detection software may be used by
the professor. Any work that has been plagiarized will receive a mark of zero.
If it is determined that a student has shared work with or copied from another student, all students involved will
receive a mark of zero for the assignment or test.
Details of such incidents will be forwarded to the Dean. Refer to your Student Handbook under section
“Academic Integrity” for the consequence of such action. This is a student responsibility to review. Ask the
class professor if you are unsure.
CONDUCT:
Any misconduct, as outlined but not limited to the items below, will not be tolerated and could result in
disciplinary action. It is expected that all members of the learning environment conduct themselves in a
professional manner at all times.
1. Habitual lateness for class. Arrive on time and be prepared to begin class.
2. Cheating (or suspicion of).
3. No cell phones, PDAs, MP3s, or other electronic devices.
4. Laptops to be used for educational purposes only during class time.
5. Inappropriate behaviour (swearing, vulgarity, disrespect toward professor/students)
EMAIL:
Emails must be professional in appearance and content. Inappropriate emails will be retained by the professor
and a copy forwarded to the Dean for appropriate action and also included in the student’s academic file.
Emails not written using business correspondence, including proper spelling and grammar may not receive a
response.
MARKS:
Any student wishing to discuss any of his/her marks related to this course must make an appointment to meet
with the professor in person. There will be no correspondence regarding any marks via email
Subject Eligibility for Prior Learning Assessment & Recognition
(PLAR)
Yes
No
(Candidate eligibility is outlined in the
http://www.durhamcollege.ca/assets/Section~specific/Continuing~Education/documents/plar.pdf)
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 WebCT) as the primary channel of
communication. 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.
Students who may require academic supports due to any type of disability, should contact the Centre for
Students with Disabilities in B297 (Gordon Willey Building) or call 905-721-3123.
Outline Template v809