Course Outline

Department of Marketing
MKTG-2430_P07/3430_07
Introduction to Marketing (3,0,0)
Winter 2023
Tuesday - Thursday 2:30 pm - 3:45 pm
AE 164

1. Instructor
 Dr. M.A. Shiban
 Email: mshiban@tru.ca
 Office: IB 2021
 Office Hours: 10:00am – 11:30am (Monday)
02:30pm – 04:00pm (Monday)

2. Calendar Description
Students receive an overall view of the marketing function, the role of marketing in society and its
application within organizations. Topics include an introduction to marketing; developing a marketing
plan and strategies; analysing the marketing environment; consumer behaviour; segmentation, targeting,
and positioning; developing new products; product, branding, and packaging decisions; pricing concepts
and strategies; distribution strategies; and integrated marketing communications.

3. Educational Objectives/Outcomes
Upon completing this course, students will be able to:
1. Explain the 4Ps of marketing and how target marketing fits into the marketing mix.
2. Describe how the internal and external environments affect marketing planning.
3. Explain the source, meaning and use of demographic information.
4. Examine how consumer behaviour influences consumer decision making.
5. Apply segmentation, targeting, and positioning in developing a positioning strategy.
6. Outline the steps in the new product development process.
7. Describe how the marketing mix varies over the product life cycle.
8. Identify product decisions in terms of product type, assortment, branding and packaging.
9. Examine factors that affect pricing decisions and various demand and psychological pricing tactics.
10. Describe channel of distribution, explain channel structures and distribution intensity.
11. Demonstrate how to effectively apply a variety of promotion tools.
12. Employ elements of marketing strategy and marketing planning in presentations and reports.
1|MKTG 2430/3430 Introduction to Marketing
 4. Course Topics
1. Overview of Marketing
 Definition and value of marketing
 Marketing mix elements
 Markets, Orientations
2. Developing a marketing plan and strategies
 Levels of strategy, company mission, goals and objectives
 Strategic versus marketing planning process
 Steps in the marketing planning process: SWOT, STP, 4Ps
 Product and market strategies
3. Analysing the marketing environment
 Economic, competitive, social, cultural, demographic, technological, legal &regulatory
influences
 Environmental scan: PEST analysis, Opportunities and threats
4. Consumer behaviour
 Steps in the purchase decision making process
 Characteristics and factors influencing consumer decisions
 Consumer involvement & types of problem solving
5. Segmenting, targeting, and positioning (STP)
 Segmentation: Definition, Process, Segmentation bases
 Mass versus target markets, Positioning strategies
6. Developing and managing new products
 Product life cycle
 New product development process, Adoption curve and diffusion of innovation
7. Product, branding, and packaging decisions
 Types and classes of products
 Product/Services continuum
 Characteristics of services versus goods
 Product mix, breadth, and depth
 Trademarks
 Branding (strategies, brand equity, brand extensions, brand types, brand loyalty)
 Packaging and labelling
8. Pricing concepts and strategies
 Setting pricing objectives
 Influences on price
 Pricing methods: Demand pricing, Cost-based pricing
 Pricing policies and tactics: Discounts and allowances
 Legal and ethical aspects of pricing
9. Distribution channels and strategies
 Distribution channels and members
 Channel structures
 Distribution intensity
10. Integrated marketing communication (IMC)
 Communication process
 Tools of IMC
 Advantages and disadvantages of the promotion mix elements
 Steps in planning an IMC process

2|MKTG 2430/3430 Introduction to Marketing

 5. Prerequisites
CMNS 1290 - Note: Students cannot receive credit for both MKTG 2430 and TMGT 1150 (C+ or higher).

6. Texts/Materials
Grewal, Levy, Lichti (2021). Marketing. (5th Canadian Edition). McGraw Hill.

Armstrong, G; Kotler, P; Trifts, V, (2021) Marketing: An Introduction; 7th Canadian Edition,

Pearson. (ISBN: 9780135330531)

7. Course Schedule
Instructor will follow below schedule. However, deviations may occur due to factors such as students’ pace of
learning, topic spillover to the next class, public holidays etc. Students are required to read respective
chapters, reference and additional materials posted on Moodle in advance of the class.

Date Class Content/Chapters

week Delivery
1 Jan. 05 Course Introduction AE 164
Jan. 10 Ch. 1 Overview of Marketing AE 164
2
Jan. 12 Ch.2 Developing Marketing Strategies & Marketing Plan AE 164
Jan. 17 Ch. 3 Analyzing the marketing environment AE 164
3
Jan. 19 Ch. 4 Consumer behavior AE 164
Jan. 24 Ch. 6 Segmentation, targeting, and positioning AE 164
4
Jan. 26 Quiz 1 AE 164
Jan. 31 Ch. 8 Developing new products AE 164
5
Feb. 02 Quiz 2 AE 164
Feb. 07 Presentation 1 (Environmental analysis) AE 164
6
Feb. 09 Presentation 1 (Environmental analysis) AE 164
Feb. 14 Ch. 9 Product, branding, and packaging decisions AE 164
7
Feb. 16 Ch. 10 Services: the intangible product AE 164
Feb. 21
8 Reading week
Feb. 23
Feb. 28 Midterm revision AE 164
9
Mar. 02 Midterm exam AE 164
Mar. 07 Ch. 11 Pricing concepts and strategies AE 164
10
Mar. 09 Quiz 3 AE 164
Mar. 14 Ch. 12 Distribution channels AE 164
11
Mar. 16 Ch. 14 Integrated marketing communication AE 164
Mar. 21 Ch. 17 Ethics & social responsible marketing AE 164
12
Mar. 23 Quiz 4 AE 164
Mar. 28 Final Presentation AE 164
13
Mar. 30 Final Presentation AE 164
Apr. 04 Final Presentation AE 164
14
Apr. 06 Final Presentation AE 164
FINAL EXAM - TBD
Note: I may make changes to the schedule as new decisions arise and we may have to adjust our schedule slightly
depending on how we proceed through the course materials.

3|MKTG 2430/3430 Introduction to Marketing

 8. Final Exam (TBD): Apr. 10 – Apr. 21 FINAL EXAM PERIOD
Topics covered in final exam will be announced 2 weeks before the end of the semester

9. Student Evaluation
Method Weightage (%)
Attendance 10%
4 Quizzes @ 5% 20%
Marketing Plan (final project) 20%
Presentation 1 (Environmental analysis) 5%
Presentation 2 (Marketing Mix) 5%
Midterm Exam 15%
Final Exam 25%
TOTAL 100%

10. Exams
The exams and may consist of true-false questions, or multiple-choice questions, or short-essays, or short-
answer questions, or any combination thereof, from material in the text and course lectures. Brief case studies
may also be included in the exams. The quizzes scheduled for this class will test your knowledge and
application of the major marketing concepts covered in the predetermined chapters of the text. The students
are responsible for reading of all material in each chapter. More details will be announced in class prior to the
quiz/ exam.

Exams will be closed book. No dictionary is allowed. More details will be announced in class prior to the
exam. Missed exam will result in a grade of ZERO unless it is an emergency. In general, only illness will be
considered as valid reasons for a missed exam.

11. Marketing Project

TRU Business School students are expected to work effectively in diverse groups and teams to achieve tasks.
They must collaborate and function well in team settings as both leaders and collaborators/followers. They
should respect human diversity and behave in a tolerant manner toward colleagues and peers. The ability to
collaborate in teams is a necessary skill in virtually any work environment today. TRU understands this and
provides students with rich opportunities to further develop their teamwork skills.

The course would require students to form learning teams and use an existing product (must approved by the
instructor) to apply concepts learnt. Teams would also have opportunity to work on their projects and seek
guidance from the instructor during class time as allotted in course schedule.

Working in teams of 4 to 5, students will choose a target company to use as the subject for a thorough
marketing analysis and marketing mix review/description and analysis using concepts covered in the course,
demonstrating understanding of the principles of marketing. Students will use information that is readily
available and are asked to please not contact company representatives to obtain information. Information
pertinent to the product and project will be available through company websites, general observations,
newspapers, magazines, social media, and journals. The project will be limited to a maximum of 30 pages.
Students will be graded on their ability to apply the theory discussed in class to the marketing of an actual
product and offer suggestions as to how the marketing mix as it exists, might be improved.
Please refer to Appendix C
4|MKTG 2430/3430 Introduction to Marketing
 12.Attendance
This course uses Face to Face delivery format and consists of lectures, discussions, and exercises.
Students are expected to participate in a reasoned, well-tempered, and relevant manner in discussion forum
and live class. All responses must be respectful of other people’s views, even if you do not agree with them.

Students are expected to regularly attend classes in this course. Students who miss 4 or more classes will be
withdrawn from the course, according to policy of the Department of Marketing and International Business
(MIB), or will not be allowed to take the final exam if they miss the four classes after the last day of withdraw
week.

2 marks will be deducted for every class you miss.

13.The Use of Technology

The following technologies will be used in the class although this could change:
 Moodle Online Learning Environment / Big Blue Button
 MS PowerPoint & MS Word

14.Grading
The grading for assignments and the examination is in accordance with the following University policy:

Letter Grade
Grade Description
Grade Points
A+ 90-100 4.33 Excellent. First Class Standing. Superior Performance showing comprehensive,
A 85-89 4.00 in-depth understanding of subject matter. Demonstrates initiative and fluency of
A- 80-84 3.67 expression.
B+ 77-79 3.33 Very Good. Second Class Standing. Clearly above average performance with
B 73-76 3.00 knowledge of principles and facts generally complete with no serious
B- 70-72 2.67 deficiencies.
C+ 65-69 2.33 Satisfactory. Basic understanding with knowledge of principles and facts at least
C 60-64 2.00 adequate to communicate intelligently in the discipline.
C- 55-59 1.67 Pass. Some understanding of principles and facts but with definite deficiencies.
Minimal Pass. A passing grade indicating marginal performance. Student not
D 50-54 1.00
likely to succeed in subsequent courses in the subject.
Unsatisfactory. Fail. Knowledge of principles and facts is fragmentary; or
F 0-49 0.00
student has failed to complete substantive course requirements.
Did not complete the course. Less than 50 percent of course work completed or
DNC 0.00
mandatory course component(s) not completed. No official withdrawal.

15. Teaching and Learning Methodology

The course consists of lectures, discussions, and individual/ group exercises. Students will also be required to
work in pairs on a learning team project to apply the knowledge learned. Research has indicated that the
sharing of the experiences of the participants is one of the key success factors in adult education. Active
participation in discussion is therefore expected.

As you are a student at Thompson Rivers University shows that you are have an interest in learning,
enhancement of your skills in your profession. Due to the fact that there is only a limited time in class to
5|MKTG 2430/3430 Introduction to Marketing
 cover the multifaceted topics in marketing, the following includes a list of policies and items that will help
you complete this course more successfully:

 Participate in the class introduction activity on the first day of class.

 Submit all assignments and take the exams and quizzes by the posted due dates and times.
 Check your emails daily.
 Put your first and last name and your course number, on each of the emails you send to your
professor. Include also a telephone number if necessary.
 Participate fully in all class discussions/ exercises. Here it is important that you have read the
assigned book chapter and other readings in advance. The interaction enables you to take the most out
of the class.
 Contact your professor (by email) if you have questions about an assignment or need additional help
completing your work successfully.
 Academic dishonesty is grounds for dismissal from the program.
 Get to know your fellow students. They can add a great deal of value to your learning by sharing
knowledge and practical experience.
 Reflect after each class session what you have actually learned in the class and how you might apply
your learning in a real-life situation. Research has indicated that adult learners need to process the
learning material three times ideally in different ways. Therefore, reading the material in advance (1),
class discussions and exercises (2), and various types of reflections (essays, study groups, mind maps,
etc.) (3) are important in your learning.
 Also try to identify the pre-conceived ideas that you might have. Marketing is a discipline with many
right answers, and some solutions might work in one instance and others in other instances.


16. The Role of the Course in Relation to the Program Learning Goals
This course contributes primarily to achieving the undergraduate learning goals and objectives as follows:

1. Critical Thinking and Decision Making

 Students are able to use analytical and reflective thinking techniques to identify and analyze
problems, develop viable alternatives, and make effective decisions.
 Students are able to apply appropriate quantitative and qualitative techniques in solving business
problems.
2. Communication Skills
 Students are able to prepare and deliver effective oral business presentations using appropriate
technologies.

3. Core business knowledge in the area of marketing.

Each part of the course is related to the above program goals as follows:

1. Critical 2. Communication 3. Core business

Assignment thinking and skills knowledge
decision making Oral Writing
1. Class participation ✔ ✔ ✔
2. Exams ✔ ✔ ✔
3. PEST analysis ✔ ✔ ✔
4. Marketing Plan ✔ ✔ ✔ ✔

6|MKTG 2430/3430 Introduction to Marketing

 Teams often provide many benefits, including some that they were not expecting. One of the major
benefits and reasons for adopting the team approach is the enhanced performance that this structure
provides.

Teams often produce a higher quality and quantity of output than the combined output of each individual
member working alone. There are a number of reasons for this. First, a team provides for a diverse set of
knowledge and skills that a single individual could never have alone. Teams also provide for a higher
degree of innovation. Each individual brings an exclusive set of skills and knowledge, and a unique
perspective. This allows a team to deal with situations in a way that an individual might not consider.
Another benefit that teams provide, and one that often comes as a pleasant surprise in organizations, is an
increase in team member’s satisfaction and motivation.

Occasionally, problems develop with individual team members not contributing in an equitable and
timely manner to the team projects. As academic students or working professionals, the instructor
anticipates that all such problems will be dealt with in the context of the individual teams in a
professional, fair, and reasonable manner.

Working in a team may be usually more difficult than working alone. Be prepared to face the challenges
of working with another person (something you will do throughout your career and life). This
cumulative, semester-long project is outcome-based. Each team member will earn the same grade for
each project component.
Inform the instructor as soon as possible if there are any issues that arise with regards to the division of
work and collaboration on the project so that solutions can be found and problems resolved early in the
semester.

17. Honour Code, Academic Misconduct, and Plagiarism Detection

As a student of the School of Business and Economics at Thompson Rivers University, I promise to act
honestly, ethically and with integrity. I accept responsibility for my own actions. I will not cheat, plagiarize,
or condone such behaviour in others. For the TRU student honour code please see:
https://acm.tru.ca/Page19205.aspx.

Students enrolled in courses at Thompson Rivers University are expected to adhere rigorously to principles of
intellectual integrity. Plagiarism is a form of intellectual dishonesty in which another person's work is
presented as one’s own. Plagiarism or cheating on examinations or assignments is a serious offence that may
result in a zero grade on an assignment, a failing grade in a course, or expulsion from the university. For more
information on this important matter, please consult the TRU academic calendar.

18. Course Policies

1. Grading Policy – In accordance with TRU Policy ED 3-5.

2. Team Conflict Policy – All team members should actively participate in the assignments, and act
professionally towards each other. During the course, if a student feels this is not occurring, they should
bring this matter to the attention of the instructor immediately, so they can investigate the conflict and take
the appropriate action including assigning the students a failing grade for the course. Working effectively in
teams and acting professionally towards one’s colleagues is a major learning goal of BBA program.
3. Academic Integrity Policy – In accordance with TRU Policy 5-0.
4. Late Assignment Policy – A grade of zero will be given for all late assignments.
5. Examinations Policy – In accordance with TRU Policy ED 3-9.
6. Appeals – In accordance with TRU Policy ED 4-0.

7|MKTG 2430/3430 Introduction to Marketing

 Appendix A. Critical Thinking and Decision-Making Learning Goal
TRAIT Does Not Meet Expectations
1. Problem Does not attempt to or fails to identify
identification and summarize the problem accurately.
1. Repeats information provided without
question or dismisses evidence without
2. Preparation adequate justification.
and use of 2. Does not distinguish among fact,
relevant opinion, and value judgments.
information 3. Sources are not on topic or are
inappropriate. No evidence of search,
selection or source evaluation skills.
1. Quantitative or qualitative analysis
3. Application conducted is inappropriate, inaccurate,
of appropriate or superficial (or non-existent).
analysis 2. Analysis doesn’t help clarify the
issues or facilitate decision-making.
8|MKTG 2430/3430 Introduction to Marketing
Meets Expectations
Summary of issue is mostly accurate but
some aspects are incorrect or confused;
nuances and critical details are absent or
glossed over.
1. Use of evidence is qualified and
selective, though perhaps unintentional.
Discerns fact from opinion and may
recognize bias in evidence though
attribution is spotty, inappropriate, or
exaggerated.
2. Sources selected adequately meet the
information need, though little evidence of
more than routine exploration.
3. Demonstrates adequate skill in
searching, selecting, and evaluating
sources to meet the information need.
1. Quantitative or qualitative analysis is
appropriate and accurate, but rather
superficial.
2. Analysis has limited ability to help
clarify the issues and facilitate decision-
making
Exceeds Expectations
Clearly identifies and summarizes main
problem, question or issue. Identifies
secondary or implicit issues. If applicable,
notes relationships between factors in the
situation and how they relate to each other.
1. Examines the evidence and source of
evidence; questions its accuracy, precision,
relevance, completeness. Information need
is clearly defined and is related to
assignment, course or personal interests.
2. Evidence of search, selection, and
source evaluation skills; notable
identification of uniquely salient resources.
1. Quantitative or qualitative analysis is
appropriate, accurate, and thorough.
2. Analysis is used to clarify the issues and
facilitate decision-making.
Appendix A. Critical Thinking and Decision-Making Learning Goal (cont.)

1. Addresses additional diverse

1. Deals only with a single perspective perspectives drawn from outside
1. Begins to relate alternative views to
and fails to discuss other possible information to qualify analysis.
qualify analysis.
4. perspectives, especially those held by 2. Fully integrated ideas and perspectives
2. Rough integration of multiple
Consideration others. from variety of sources. Analogies may be
viewpoints and comparison of ideas or
of alternatives 2. If more than one idea is advanced, used effectively. Integrates own and
perspectives. Ideas are investigated, if in a
and decision alternatives are disjointed or bolted others’ ideas through a complex process of
limited way, and integrated, if unevenly.
making together. judgment and justification.
3. Is able to come up with a decision but
3. Adopts a single idea(s)/decision(s) 3. Can clearly present/justify own view,
may dismiss alternative views too hastily.
with little question. decision or hypothesis while respecting
other views.
1. Identifies and discusses conclusions,
1. Conclusions begin to reflect influence
1. Fails to identify conclusions, implications, and consequences
of other perspectives, assumptions, and
implications, and consequences of the considering assumptions, data, and
evidence that leads to consequences that
issue or the key relationships between evidence.
5. Assessment extend beyond the borders of a discipline
the other elements of the problem, such 2. Proposes solution to problem(s) based
of or single issue.
as other perspectives, assumptions, or on previous dimensions noted in rubric.
conclusions, 2. Proposes solution to problem(s) that is
data and evidence. 3. Objectively qualifies own assertions.
implications, somewhat related to previous dimensions
2. Doesn’t propose solution to problem. 4. Recognizes limitations of correlations or
and noted in rubric.
3. Mistakes correlations with cause. association and qualifies implications of
consequences. 3. Confuses correlations with cause.
4. Considers knowledge as absolute assertions accordingly.
4. Considers knowledge as relative
when confirmed by one or another 5. Views knowledge as the best available
collection of opinions and perspectives,
authority. evidence within the given context, even in
and makes little attempt to compare.
the face of uncertainty and ambiguity.
6. Use of
appropriate
1. Uses some of the quantitative and
quantitative 1. Uses the quantitative and qualitative
1. Fails to use appropriate quantitative qualitative decision-making tools, but
and decision-making tools in an appropriate
and qualitative decision-making tools. perhaps not always in an appropriate
qualitative manner.
manner.
decision-
making tools.

9|MKTG 2430/3430 Introduction to Marketing

 Trait Does Not Meet Expectations Meets Expectations Exceeds Expectations

The writer has made good decisions about focus, The writer’s decision about focus, organization, style,
The purpose and focus of the writing are not clear
Purpose organization, style, and content to achieve the and content fully elucidate the purpose and keep the
to the reader.
purpose of the writing. purpose at the centre of the piece.

Develops unified and coherent ideas within Develops ideas cogently, organizes them logically
Structure Does not develop ideas cogently, uneven and
paragraphs with generally adequate transitions; with paragraphs and connects them with effective
ineffective overall organization, unfocused
clear overall organization relating most ideas transitions. Clear and specific introduction and
introduction or conclusion.
together, good introduction and conclusion. conclusion.

Language Uses words that are unclear, sentence structures Develops concise standard English sentences,
Word forms are correct, sentence structure is
and inadequate for clarity, errors are seriously balances a variety of sentence structures effectively.
effective. Presence of a few errors is not distracting.
grammar distracting. There are very few grammatical errors.

Spelling,
There are many misspelled words and serious There are no spelling errors. There are no formatting
and There are a few spelling and formatting errors.
formatting errors. errors.
formatting

Goes beyond "average" in delivering a content in

Synthesis / Missing or poor. No analysis of content. No
Synthesizes main points, and draws conclusions writing that is very well documented and persuasive.
Quality of synthesis of points that brought the writer to the
based upon the analysis of these points. Appropriate synthesis of main points. Bottom line is
Analysis conclusion.
clearly identified.

Appendix B. General Writing Rubric

10 | M K T G 2 4 3 0 / 3 4 3 0 I n t r o d u c t i o n t o M a r k e t i n g
 Appendix C. Final Project (100 marks – to be rounded to 20 marks)
1. Company Background: (5 marks)
provide a thorough background on the company you selected
2. Environmental Analysis: using the concepts you studied, please conduct a SWOT analysis highlighting the following:
2.1. Strength (5 marks)
2.2. Weakness (5 marks)
2.3. Opportunity (5 marks)
2.4. Threats (5 marks)
3. Marketing Mix
3.1. Product: explain the following
3.1.1. The type of product (5 marks)
3.1.2. The brand strategy of the product (5 marks)
3.1.3. The packaging and labeling of the product (5 marks)
3.1.4. The product mix (5 marks)
3.2. Price: explain the following:
3.2.1. The company objective in relation to pricing (5 marks)
3.2.2. The pricing method (5 marks)
3.2.3. The pricing strategy (5 marks)
3.3. Place: explain the following
3.3.1. The supply chain of the business (5 marks)
3.3.2. Channel structure (5 marks)
3.3.3. Distribution Intensity (5 marks)
3.4. Promotion: explain the following
3.4.1. The integrated marketing communication mix (5 marks)
3.4.2. The Aida model (5 marks)
4. Closing Remarks (5 marks)
Format and visual aid (10 marks)
Important information:
You are required to provide a table of content and a list of references
The project should be between 20 to 300 pages
The proper use of visual aids is highly recommended, and marks will be given for that (This is a business report, not a
dissertation)

The format of the project is as follows:

Font: Times New Roman
Font size: 12
Line and paragraph spacing: 1.5
File type: PDF
11 | M K T G 2 4 3 0 / 3 4 3 0 I n t r o d u c t i o n t o M a r k e t i n g
 Appendix D: presentation 1 marking rubric

Criteria 1 2 3 4 5
Acceptable Most significant
Most irrelevant number concepts are
Some irrelevant Insufficient but
concepts are of relevant selected, and
concepts are relevant concepts
selected to the concepts are they clearly
selected to the are selected to the
topic. selected to the relate to the
Relevant to topic. topic.
topic. topic.
concepts of the
Relationships
topic Relationships Relationships
between Relationships Relationship
between between concepts
concepts are between between concepts
concepts are make some logical
weak. concepts make make logical
weak. sense.
some logical sense, with
sense. little/no errors.
The mind map The mind map
The mind map is The mind map is
is not neat is average
Presentation of well presented, well presented,
The mind map is enough to presented, some of
information most of the and all the
confusing. understand the contents are
(Neatness) contents are easy contents are easy
most of the difficult to
to understand. to understand.
contents. understand.
Demonstrate
limited Demonstrate
Demonstrate no Demonstrate
understanding Demonstrate basic good
Depth of understanding of conscious and
of the topic understanding of understanding of
reflection the topic thorough of the
selected. The the topic selected. the topic
selected. topic selected.
reflection needs selected.
revision.
Capture some att Interesting and
Limited
ention. The eye-catching.
There is no creativity Some creativity
Creativity design and layout The design and
creativity presented to presented to show
(Design, layout) show good layout show
presented. show differences.
thought and excellent thought
differences.
care. and care.

12 | M K T G 2 4 3 0 / 3 4 3 0 I n t r o d u c t i o n t o M a r k e t i n g
 Appendix E: presentation 2 marking rubric

13 | M K T G 2 4 3 0 / 3 4 3 0 I n t r o d u c t i o n t o M a r k e t i n g