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COMM 296: INTRODUCTION TO MARKETING Outline & Syllabus - 1 - COURSE GOALS This course is designed to provide a broad introduction to the field of marketing. Marketing is far more than just selling or advertising within a business setting; it is a major part of everyday life. This course will illustrate the importance of marketing and will help students develop fundamental marketing knowledge and skills applicable to all specializations within business. LEARNING OBJECTIVES Upon successful completion of this course, students will have the knowledge and skills to: Define marketing and its role in creating value for consumers, society, and organizations. Examine an organization’s strengths and limitations, core competencies, and key success factors in the context of the analyzed macro-environment. Analyze the personal and interpersonal influences on consumer behaviour and the steps to making a purchase decision. Differentiate between secondary and primary research, and conduct marketing research using qualitative and quantitative methods. Apply the segmentation, targeting, and positioning (STP) process. Differentiate between the four elements of the marketing mix and integrate them in a balanced, strategic marketing plan for an existing product/organization. ASSESSMENT SUMMARY In-class Activities 10% Marketing Blog 10% Group Assignments (4) 25%* Midterm Exam 20% Final Exam 35% * Individual grades on group assignments are subject to adjustment based on peer evaluations. PROGRAM GOALS B.COM MBA MM Critical Thinking Critical & Analytical Thinking Critical Thinking Analytical Decision-making Integration Analytical Decision-making Oral & Written Communication Communication Oral & Written Communication Ethics & Sustainability Ethics & Social Responsibility Ethics & Sustainability
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COMM 296: INTRODUCTION TO MARKETING Outline & Syllabus - 2 - COURSE INFORMATION Division: Marketing Term: Fall 2010 Instructor: Tamar Milne Teaching Assistants: Section 101 – Shalina Bhagat Office:
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This note was uploaded on 01/03/2011 for the course COMM 290 taught by Professor Brian during the Winter '09 term at The University of British Columbia.

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