MARK 1120 Introductory Marketing

Fall 2021 – Course Outline

Faculty of Commerce & Business Administration

Course Overview and Details

This course introduces the student to the major concepts involved in the marketing function. The
course addresses the role of marketing in the firm and in the business community, and explores the
tools and techniques used in developing a marketing strategy. Particular emphasis is placed on the
importance of the elements of the marketing mix -- product, price, place and promotion, current
marketing issues and analytical methods.

Class Details Instructor Details

Section 009 Name Douglas Beech
CRN 23823 Email Dbeech1@douglascollege.ca
Location Anvil Office Tower, Rm 609 Office Hours Wed 4:30pm – 5:00pm
Day & Time MW, 2:30pm – 4:20pm Office Location Virtual (see Blackboard)

Course Materials

Class Content Class Location & Access

Textbooks & Materials to be  Classes are on-campus and in-person
Purchased by Students
 Remote-learning will be supported if needed
(1) Textbook (e-version or
 Select classes may be online at the discretion of the
loose-leaf)
instructor (e.g. instructor sickness or COVID-19
(2) Textbook portal for
restrictions); see announcements in Blackboard.
resources and quizzes
Platforms may include: Zoom, Blackboard Collaborate
(3) Simulation

Course Equipment Required for Classes held Online (select classes only)
For selected classes only (or if classes are switched to an online format due to COVID-related
reasons), the following resources and equipment may be required: Internet, a computer/laptop,
headphones or earbuds, a microphone and web camera (smart phone is also acceptable). Although
this class is scheduled for on-campus delivery, it is recommended students have access to this
equipment in the event of online delivery or class format change.

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Fall 2021 | MARK 1120 | Course Outline
 Course Materials
Students will be required to obtain access the following three resources:

(2) Textbook Portal &

(1) Textbook (3) Marketing Simulation
Resources
Grayson, R., Padgett, WileyPlus – access to this Practice Marketing – access to this
D., & Loos, A. (2021). resource comes bundled resource is purchased from the
Item
Applied Marketing. with your textbook purchase bookstore*
Wiley. from the bookstore*
Your purchasing options from Douglas College Your purchasing option from Douglas
Bookstore are as follows:   College Bookstore is as follows:  
 Option 1: Applied Marketing 1ce Grayson: Digital  Crane, Practice Marketing
Only Etext & WileyPLUS [$64.00]  [$57.95] 
 Option 2: Applied Marketing 1ce Grayson: Loose
Purchas Leaf, Etext & WileyPLUS [$94.95] 
e Info
You may sign up for a 2-week free trial of WileyPLUS.
If you purchase Option 2, you will be able to access
WileyPLUS for 2 weeks while you wait for your loose-
leaf book in the mail. 

Trouble registering for WileyPLUS, or any other Trouble registering? Phone 1 800 331
Support
WileyPLUS related issues, click here for live chat 5094 or live chat
 
*Online Tools and Personally Identifiable Information:  Your instructor will be using WileyPLUS and may use other
various online tools in class activities. If students prefer not to use their own personal accounts, students have the option
to create a “dummy” account (using pseudonyms for first and/or last names, entering placeholder account information,
and/or creating and using a “dummy” email address). If students choose to use dummy information, please inform the
instructor so he/she can identify your account. If students use their own personal accounts, it is with the understanding
that students are opting to use the tools and agree to the corresponding terms & conditions, including information
sharing & privacy. 
 

Learning Outcomes
At the end of the course, the successful student should be able to:
1. explain the evolving role and function of marketing in our economy and society;
2. describe the role, function and activities of marketing within the framework of the firm;
3. explain the influences affecting consumer behaviour;
4. complete a simple market research study using secondary data, analytical techniques and
primary collection methods;
5. prepare a basic market segmentation study;
6. explain the functions of product, price, distribution and promotion and their inter-
relationships within a product marketing program;
7. prepare a basic marketing strategy.

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Fall 2021 | MARK 1120 | Course Outline
 Course Content
1. The Marketing Process
o The meaning and importance of
marketing from a historical
perspective.
o Marketing functions and marketing
variables in the context of the
corporation.
2. The Marketing Environment
o The environment within which
marketing decisions must be made
and executed; specifically, attention
will be given to the competitive,
regulatory, technological, social and
economic environments.
3. Marketing Decision-Making
o The marketing planning process --
attention will be given to information
requirements and process for
marketing analysis and decision-
making.
o The sequence of steps in making
marketing decisions in the firm.
4. Consumer Behaviour
o An introduction to the factors
affecting the purchasing behaviour of
consumers, both industrial and
individual.
o Internal and external influences on
buyers.
5. Market Segmentation
o The bases and uses of market
segmentation.  Emphasis will be
placed on geographic, demographic,
psychographic and usage
rate/benefit bases.
6. Market Research
o The methods of collecting and
analyzing marketing information.  society.
Survey research, secondary data
sourcing, observation and other
techniques will be discussed.
Methods of Instruction
Instruction methods used will be lectures, seminar/discussions, and case analyses and discussions
supplemented by appropriate videos, guest speakers and classroom activities.  Some sections of this
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Fall 2021 | MARK 1120 | Course Outline
7. Product Strategy
o Definitions of what constitutes a
product, product life cycles, and
product classifications.
o The particular issues related to new
product development and
marketing.
o Marketing services & intangibles
8. Business Marketing
o Introduction to the similarities and
differences between consumer and
business marketing.
o The marketing of services, non-profit
and charitable organizations, and the
differences between product and
services marketing.
9. Pricing Strategy
o The concept of price, pricing
objectives and methods of price
determination.
o Introduction to break-even analysis
as an example of the quantitative
techniques used in price setting.
10. Distribution Strategy
o The options and problems involved
in the distribution of goods.  Topics
will include the role of wholesalers
and retailers, and the functions
within these types of organizations.
o Current trends in distribution.
11. Promotion Strategy
o The importance of the promotional
mix.
o Advertising, sales promotion,
publicity and personal selling
strategies and tactics.
o The role of these activities in modern
 course will be available on-line.

Means of Assessment
Category %
Term Tests (2 or more) 20%
Mid Term Exam 20%

Final Exam 20%

Cases and Assignments 20%

Term Project 20%

TOTAL 100%

STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.

Grades
Final Percentage Grades will be converted to Letter Grades using the standard Faculty of Commerce
& Business Administration Grading Chart given below.
% MARKS GRADE % MARKS GRADE

49 OR LESS F 75 – 79 B

50 – 54 P 80 – 84 B+

55 – 59 C- 85 – 89 A-

60 – 64 C 90 – 94 A

65 – 69 C+ 95+ A+

70 – 74 B-

Evaluations: Tests and exams must be written at the scheduled date, time and location. Written Case
Assignments and Term Project components must be submitted by the deadline. Except for verifiable
legitimate reasons, such as serious illness, missed tests/exams and assignments, will receive a mark of
zero. Permission to make up missed tests/exams and assignments is a privilege, not a right. Students
must reach out to the instructor to request a make-up test/assignment; not all cases will be approved.

The Douglas College grading policy states “Student [who] completed less than 70% of the total
evaluation of the course, or missed more than 30% of the classes will receive an “UN” grade.” An "F"
grade will be assigned as a final grade where students fail to take a midterm or final exam or fail to
hand in the term project. STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN
CREDIT FOR THE COURSE.

Late Assignments: Assignments are not accepted past the deadline.

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Grade Adjustments: Grades are earned, not given away freely. While grades and assessment can be
discussed and in some cases adjusted given an appropriate rationale or a mistake by the instructor,
asking for additional marks to “bump up” a student grade is not appropriate.

Instruction & Content

This course will be on-campus and in-person; however, classes may be shifted to a virtual format if
needed (e.g., sickness, COVID-related reasons). Any changes to course location will be announced
via Blackboard. Access to computer with reliable internet, webcam and speakers/mic or headset
will be required.

Class Access (online): Classes held online will be accessed via links from Blackboard. Access to
computer with reliable internet, webcam and speakers/mic or headset will be required

Standards of Behaviour for Courses: Students are expected to behave appropriately while
attending Douglas College, including respect for other in-person classes and online.

Device Use During Exams: Your instructor may choose to use Zoom or other proctoring platforms
as required. See Privacy Consent for Online Tools and Class Recordings section below.

All cellphones and other electrical devices not admitted for completing the test/quiz/exam MUST
be turned off and not used during the evaluation. Failure to comply may result in a failing grade on
the test/quiz/exam.

Course Conduct & Operations

Attendance and Participation: Students are expected to prepare for, attend and actively participate
in all class sessions, exercises and scheduled presentations, to take the required tests and
examinations, and to submit written assignments when required. Attendance will be taken.
 Attendance is a course requirement.
 Students missing more than 30% of the material and activities will be given a grade of UN. In
other words, you must attend 70% or more of the scheduled classes.
 Please try to be on time, arriving late is a disruption for everyone. Repeated lateness may affect a
student’s attendance mark.
 Excellent participation can result in bonus marks but is at the discretion of the instructor.

Class Communication & Blackboard: Course communication will happen within Blackboard. Your
instructor will post class announcements, course messages, and content in Blackboard. Each student
is responsible for checking Blackboard regularly for course announcement.
 Students are encouraged to email the instructor via “Course Messages” tool within Blackboard.
 Tip: Edit your notification settings to be emailed when a new course message, announcement, or
available content is released in Blackboard.

Announcements: Students are responsible for all class announcements concerning course

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Fall 2021 | MARK 1120 | Course Outline
 information & schedule changes whether or not they are in attendance. Make sure to check
Blackboard weekly.

Online Tools & Media: Throughout the course, your instructor may use other various online tools in
class activities, tasks, or evaluation. If students prefer not to use their own personal accounts,
students have the option to create a “dummy” account to access the tools. If students use their own
personal accounts, it is with the understanding that students are opting to use the tools and agree to
the corresponding terms and conditions, including information sharing and privacy.

Standards of Behaviour: Students are expected to behave appropriately while attending Douglas
College. While in class, please turn your cellphone to silent. Web browsing and/or chat room
discussions during lecture times is not allowed.

Copies: Copies should be kept of all work submitted - students are required to retain rough/draft
copies of their work and may be required to submit them to the instructor on request.

Plagiarism and Cheating: Douglas College, in common with other educational institutions, values
academic honesty. The presentation of others’ ideas, materials or information as one’s own, the
unauthorized use on exams of materials, aids or other techniques which falsify academic work is
unacceptable behaviour. Academic dishonesty will be treated as a serious offense against the College
community. Discipline will range from redoing the assignment, completing an alternative
assignment, a zero grade in the exam or assignment in which the offense occurred, to failure of the
entire course, to suspension from the College, to permanent expulsion from the College. Students
should read the College's Academic Integrity Policy – visit
https://www.douglascollege.ca/sites/default/files/docs/finance-dates-and-deadlines/Academic
%20Integrity%20Policy%20w%20Flowchart.pdf

Communication Standards: Effective communication is a key to your success in the business. In this
course, as in all Marketing courses at Douglas College, good communications skills are to be used,
and to be worked on so that they can be improved.
 In your written work, you are expected to express yourself clearly and concisely, and use correct
grammar and proper punctuation. You should present information in a professional format, style,
and organization in both written and oral work. Marks may be deducted for poor communication.
 If you are including in your written work any material that is not your own, it must be
documented and properly cited using APA format. See library.douglascollege.ca/guides/cite-
sources
 The Student Learning Centre provides report writing support in both on-campus as well as online
formats. Contact them at: http://www.douglascollege.ca/student-services/tutoring/learning-
centre
 In this course, written work and verbal presentations that do not meet these communication
standards will have marks deducted. In the case of examinations, use of poor or incorrect English,
grammar, and/or illegible handwriting may result in loss of marks.

Announcements regarding course schedule: In the event of course schedule changes or class
cancellation due to instructor illness or other unforeseen circumstance, a notification will be made

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Fall 2021 | MARK 1120 | Course Outline
 through Blackboard Course Messages to every student enrolled in the course. It is the responsibility
of students to be proactive and to check Blackboard before coming to class. Every effort will be
made to ensure that the notification is made as soon as possible.

Privacy Consent for Online Tools and Class Recordings

Online classes and student presentations will be recorded. Blackboard Collaborate Ultra and Kaltura
will be the platforms used to record course activities.

If students prefer not to use their own personal accounts, students have the option to create a
“pseudonym name” account provided they share the pseudonym name with the instructor. If
students use their personal accounts, it is with the understanding that students are opting to use the
tools and agreeing to the corresponding terms & conditions, including information sharing & privacy.

Blackboard Collaborate or Zoom

Blackboard Collaborate (also called: Blackboard Collaborate Ultra) is Douglas College's online
learning management system.  It enables your instructor to record an online class session - including
audio, video, shared content, and selected chat - and share it within your online course
environment.  As part of this course, selected class sessions may be recorded to support student
learning and out of class reflection.  You will receive notice of these sessions in advance, and you
have the ability to determine how you will participate by managing your audio, video, and chat
participation. The class may also use or incorporate Zoom – Video Conferencing, Web Conferencing,
Webinars and Screen Sharing Application.

Any class session recordings are collected under the authority of the Freedom of Information and
Protection of Privacy Act of BC, s. 26(c).  For detailed information about Blackboard Collaborate's
recording feature, go to: https://help.blackboard.com/Collaborate/Ultra/Participant/Recordings.  For more
information about the privacy of your personal information, please review the Blackboard Privacy
Statement posted online at: https://help.blackboard.com/Privacy_Statement#data-transfers-additional-
regional-and-country-information_OTP-7.

By using Blackboard Collaborate or Zoom for this course, you consent to the recording, storage, and
sharing of select class session recordings with your class. 

If you have any questions or concerns, please contact your instructor.

Turnitin
Your personal information is collected by Turnitin on behalf of Douglas College under the authority
of section 41.1(2) of the College and Institute Act and sections 26(c) and (e) of the Freedom of
Information and Protection of Privacy Act.

Turnitin is an online detection service hosted in Canada which is used by some Douglas College
instructors to help detect plagiarism in academic assignments. If your instructor chooses to utilize
this tool, you are required to submit your written work to Turnitin, where it will be checked for
similarity to previously submitted work in the Turnitin database. A report is generated and shared

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Fall 2021 | MARK 1120 | Course Outline
 with your instructor which rates the originality of your work. The information provided in the report
is related directly to, and needed by, the College to assess academic performance and ensure
academic integrity in alignment with the Douglas College Academic Integrity Policy. If you have
questions about the use of Turnitin in your course, please contact your instructor. For more
information on Turnitin's Privacy Policy go to:
https://help.turnitin.com/Privacy_and_Security/Privacy_and_Security.htm?
_ga=2.194349039.396619594.1594229094-1138923296.1594229094.

Turnitin requires you to create an account and agree to the User Agreement in order to use its
service. Before creating an account, please read the User Agreement carefully and consider how
personal information may be collected, used, disclosed, and stored by the host.

If you do not agree to the use of Turnitin, contact your instructor to make alternative arrangements.

Other platforms as required

Other platforms may be requested to be used by the instructor. Please contact your instructor if you
do not agree to the use of the platforms and their corresponding privacy policy. If students use their
own accounts, it is with the understanding that students are opting to use the tools and agree to the
corresponding terms and conditions, including information sharing and privacy.

Safety
KEEPING OUR CAMPUSES HEALTHY
Please review Douglas College’s COVID-19 and Safe Return to Campus Resources And Information
webpage here: https://www.douglascollege.ca/student-services/student-resources/covid19

DO NOT come to campus if:

 You are sick.
 You have been in contact with someone with a confirmed case of COVID-19 within the last 14
days.
 You have travelled or been in contact with someone who has travelled outside of Canada in
the past 14 days.

If you are unable to attend a class due to illness or travel, contact your instructor immediately. Your
instructor will do his/her best to support remote learning during your in-person absence from class.

Illness on campus
If you become ill while on campus, contact Campus Security immediately for first aid and to report
your symptoms.

If you are concerned that you may have COVID-19, use the BC government COVID-19 self-
assessment tool to help guide you on what to do. The province of BC has also set up a dedicated
COVID-19 hotline at 1-888-COVID19 or text 604-630-0300. The service is available daily from 7:30
a.m. to 8 p.m. with information available in over 110 languages.

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Fall 2021 | MARK 1120 | Course Outline
 Expectations of Business Conduct
A successful career in business requires more than technical skills – skills, including expertise and
proficiency in accounting, marketing, human resources, insurance, management, or
entrepreneurship. It requires the ability to build productive, long-term relationships with other
members of the organization, the industry, and the community. Such relationships are developed
through day-to-day behaviours that convey respect, honesty, confidence, and professionalism. In
Douglas College, students, faculty, and administrative staff are expected to adhere to behavioural
standards that reflect these same attributes.

Professionalism
 being prepared for meetings, classes, appointments, presentations
 being correct and clear in written and oral communication
 refraining from inappropriate gossips, such as making derogatory comments about students
to other students, about professors to other professors, etc.
 adopting actions, demeanour, and dress that are appropriate to each situation
 keeping confidential information in the proper circles.

Respect
 arriving on time for classes, appointments, office hours, and meetings
 listening to the presentations, comments, questions, and opinions of others without
interruption or ridicule
 expressing differences of opinion or dissatisfaction without aggression or personal attacks on
others
 avoiding actions or words that may harm others
 using courteous language in all manner of communication (verbal, written, electronic)
 adopting the “golden rule” and treating others as you would like to be treated – fairly and
equitably.

Responsibility
 obeying all Douglas College policies and rules and applicable civil and criminal legislation
 accepting responsibility and consequences if deadlines are missed or established
requirements are unmet
 managing personal, career, and academic progress (i.e., not relying on others for reminders
of course, program or other requirements)
 meeting commitments.

Honesty
 refraining from all forms of academic dishonesty (e.g., representing the work of others as
original, using prohibited aids during examinations, etc.)
 being truthful in dealings with others.

Course Schedule
Unless otherwise noted, all deadlines are 30 minutes before class start (e.g., Sept 29 @ 12:00pm)

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 Date Topic DUE: Reading Assignments / Deadlines

Introduction Obtain class resources (Textbook,

May 9
Textbook Portal, Simulation)
Complete the Academic Integrity
Module on Blackboard (For
May 11 What is Marketing? Chapter 1
Completion) (Due by end Friday,
11:59pm)

Organizing and Planning for

May 16 Chapter 2
Marketing Strategy

DUE: Chapter 1-3 Chapter

May 18 The Marketing Environment
Questions (going forward
chapter questions are due before
class as students are expected to
read the chapter and answer the
Chapter 3
questions to the best of their
ability)

Start playing the simulation

individual demo game
May 23 Victoria Day No Classes

Term Test (Ch 1-3)

May 25 Chapter 4
Consumer Behaviour

Case #1 –
Consumer Behaviour o DUE: Mini Sim before
May 30
class

June 1 Marketing Research Chapter 5

Segmentation, Targeting, and
June 6 Positioning Chapter 6

Segmentation, Targeting, and

June 8 Positioning Review
Midterm Review

June 13 Midterm (Chapter 1-6)

June 15 Marketing Mix Chapter 7

June 20 Product Chapter 8

Product: Branding
June 22 Chapter 9
Placement

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Fall 2021 | MARK 1120 | Course Outline
 Date Topic DUE: Reading Assignments / Deadlines

June 27 Placement

Term Test (Ch 7-9)

June 29
Price

July 4 Price Chapter 10

Promotion: Customer
July 6 Communication and Chapter 11
Promotional Mix

Promotion: Digital Marketing

July 11 Chapter 12
& Customer Connection

Developing an Integrated
July 13 Chapter 14
Marketing Mix

Play Official Simulation

July 18
(Possible Virtual Class)

Marketing Measurement &

July 20 Chapter 13
Metrics

July 25 Finalizing a Marketing Plan Chapter 15

July 27 Class Catchup

Aug 1 BC DAY College Closed

 DUE: Term Project –Simulation
Aug 3 Team Presentations Presentation (TEAM)
DUE: Self & Peer Evaluation

Team Presentations & Final

Aug 8
Exam Review

Aug 10 Final Exam Review

Aug 12 –
Final Exam during Exam Period
Aug 20

Changes: This Course Information and Schedule is subject to change (consistent with College Policy and with notice to the
students).

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