COURSE NAME Business Marketing
TEXT REQUIRED Foundations Of Marketing
  Eighth Canadian Edition
  Dale M. Beckman, John M. Rigby
  Thomson Nelson
ISBN 0-17-622465-3
  Additional Textbooks, Disc, Workbooks,
  Study-Guide and reading may be prescribed at the
  discretion of the individual instructor
ORIGINATED BY: John Vermeer DATE: Aug. 2001
REVISED BY: John Vermeer DATE: May 2003
COURSE INSTRUCTOR: Art Lightstone September 2003


This is an introductory business marketing course. A realistic examination of how marketing is practiced in Canadian business today will be stressed throughout. The basic approach is to view marketing as a total system of business action and not simply an assortment of fragmented functions.


Upon completion of this course, the successful student will be able to:

1. Explain the purpose of marketing, because of its changing importance in today's global business environment
2. Describe the environmental forces which affect marketing operations, in response to ongoing influences within the business market.
3. Explain how target customers are identified, to ensure more effective and efficient allocation of marketing resources.
4. Describe the processes of market segmentation, positioning and consumer buying behaviour, to assist in the effective marketing decision process.
5. Explain the use of market research and information systems, as aids in the decision making process.
6. Identify and describe the following segmentation variables: demographic, geographic, sociographic and consumer behaviour variable, to allow a company to be more effective in selection of market opportunities.
7. Use planning, implementation, and evaluation processes within a marketing context.
8. Describe methods of evaluation to assess promotional mix effectiveness, assist in allocating promotional spending within the marketing budget.
9. Describe methods of evaluation to assess promotional mix effectiveness, assist in allocating promotional spending within the marketing budget.
10. In addition, successful completion of this course will assist the student in Developing Critical Employment Skills associated with:
  A Teamwork
  Demonstrate effectiveness in the following, while working successfully to complete specific marketing task in a group: carry out the responsibilities of team facilitator, scribe, time keeper and following a process to lead or participate in both a 'brainstorming' and 'decision-making' session, including:
  *being prepared, offering information and opinions, completing assigned tasks
  *listening actively
  *soliciting information, opinions and feedback from other members
  *recognizing the contributions of others
  *observing and commenting on group dynamics
  *summarizing ideas and testing for consensus
  B Time Management
  Prioritize and effectively use time allocated to complete tasks by agreed upon deadlines.
  C Learn to Learn
  Ongoing process of acquiring the skill of absorbing knowledge and applying it to life.
  D Adapting/Managing Change
  Through measurement and feedback, identify the need, nature, barriers and impact of change and utilize this knowledge to carry out its positive implementation
  E Managing Your Own Learning
  Self-directed process of identifying opportunities to continuously acquire skills and knowledge, conducted through a process of self-analysis and feedback
  F Life-Long Learning
  A continuous process of learning; building knowledge and skills and adapting and applying it to new experience and content.


The following generic skills will be acquired and/or enhanced: View Generic Skills.


1. The Field of Marketing Chapter 1
2. The Changing Marketing
Chapter 2
3. Segmentation Chapter 3

Segmentation, Positioning and Forecasting

Chapter 4

5. Marketing Planning
Chapter 5
6. Managing Customer Relationships
Chapter 6
7. Midterm  
8. Marketing Research and Information Chapter 7

Consumer Behaviour

The Business Market

Chapter 8
10. Brand, Image, Warranty, Packaging Chapter 10
11. Product Strategy Chapter 11
12. Marketing Services
Chapter 12

The Many Faces of Retailing

Chapters 16
14. Managing Interpersonal Relationships Independent
15. Final Exam  


Evaluation will be based on tests, in class assignments, a group business assignment, and final evaluation as follows

The Marking distribution is as follows:

Midterm 25%
In Class Labs 30%
Project 20%
Final Exam 25%
Total 100%

Students must attend weekly breakout 'labs' and complete small-group assignments.

Make-up assignments and tests will not be given.

Please note: The Distance Learning version of this course (if available) may have a different grading scheme than the classroom version. Check the information page of the Distance Learning version for details. Students must pass the proctored final exam for any other test and lab assignments to count towards their final mark.


(PLA) College PLA requirements must be followed. PLA consists of an oral qualifying interview and, if successful, a challenge exam. Depending on the level of success on the challenge exam, a case study may be assigned.


It is the responsibility of each student to be knowledgeable of the Humber College Academic Regulations and the Department of Accounting Studies Academic Standards and Regulations. Copies of the standards are available in theDepartment of Accounting Studies main office H221. It is the student's responsibility to retain course outlines for possible future use in support of applications for transfer credit to other educational institutions. **A charge of $5.00 per course outline may apply for additional copies.**


Every effort will be made by the instructor of the course to cover all the material listed. However, in the event of special circumstances (i.e. time constraints due to inclement weather, sickness, technology problems or changes, etc) the order, content and/or evaluation may be changed with prior notification to students and approval from the Dean/Associate Dean.

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