AK/ADMS 2200 Introductory Marketing Winter 2020 (N)

Course Outline

COURSE DIRECTOR: Lee Li

COURSE DESCRIPTION: This course covers the fundamentals of marketing theory, concepts and
management as applied to marketing's strategic role in meeting customer needs, products/service, price,
promotion, distribution, consumer behaviour, market, positioning, ethics and research. The course
utilizes lecture, oral and written work, case studies and a marketing plan.

REQUIRED READINGS/TEXTS: Armstrong, Kotler, Trifts, Buchwitz, "Marketing – An

Introduction", 6th Canadian Edition. ISBN: 978-0-13-409580-6 (or 978-0-13-469506-8) ©2017
• Pearson Education Canada.

COURSE OUTLINE / SCHEDULE:

Week Topic Chapters Case
1 Marketing: Creating and capturing customer 1
value
Formation of Groups
2 Marketing Strategy 2 The big Cheese
of Mousetraps
3 Sustainable marketing and online marketing 2, 3, 15 Grocery
Gateway
4 Marketing Information /Environment 4, 5 Coca-Cola

5 Consumer behavior/Market Segmentation / 6, 7 Procter &

Targeting Gamble

6 Potential Mid-Term Date

7 Positioning/Product/New product development/ 7, 8, 9 Gillette

8 Branding / Product Life Cycle 8, 9

9 Pricing 10

10 Marketing Channels/global markets 12, 11, 16

11 Promotion/Communication 13, 14

12 Review for final exam

Group Presentations

GRADE BREAKDOWN: (TBC/TBD):

Midterm 20%
Marketing Plan 30%
Presentation 10%
Final Exam 40%

Mid-Term – Week 6
Group Presentations: 10 to 15 minutes
- Please rehearse to ensure time compliance; TEST equipment prior; ideally, use
classroom computer.
Marketing Plan Due: Week 12 – start of class - Bind projects - but NO 3-ring binders,
please
Peer Evaluations Due: Week 12 – start of class along with marketing plan
- Late submissions will NOT be accepted.