Course Overview
This course provides you with an overview of the marketing concept and how it can be applied to any type of organization or service. It includes the controllable and uncontrollable elements of marketing, for strategic planning purposes. The course equips you with the competencies to interpret and develop marketing strategies in current and future business environments. Building upon the marketing knowledge that you have gained during the course, you will then have the opportunity to use your knowledge in the ensuing strategic management courses. Lectures consolidate and extend the knowledge of marketing management. Using the basic foundations of marketing, you can apply these principles in strategic planning to current business cases. You will apply marketing research techniques, evaluate trends in the competitive landscape, and select market segmentation strategies. The course covers controllable elements of price, distribution, product life cycle, and marketing communications. Lab assignments encourage you to apply the strategic planning process to solve company marketing problems in case-study formats. You will work individually on assignments and in teams for both case studies as well as the capstone project. Completion of all individual assignments and team work is required to pass this course.
Prerequisite(s)
- Entrance to the program.
Credits
3.0
- Not offered this term
- This course is not offered this term. Notify me to receive email notifications when the course opens for registration next term.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Analyse and segment markets on appropriate bases and define relevant targeting and positioning techniques.
- Assess distinctive features of both consumer and business markets.
- Create target market segmentation strategies that will succeed in these consumer and business markets.
- Conduct a SWOT analysis as it applies to current marketing examples.
- Assess the competitive environment in each marketing situation with a view to marketing decision making.
- Critically analyze and appraise the impact of emerging issues on international marketing activities.
- Create, for execution, a fully functional strategic marketing plan, using the marketing research gathered, for a business choice.
Effective as of Fall 2022
Related Programs
Marketing Management (MKTG 9120) is offered as a part of the following programs:
- Indicates programs accepting international students.
School of Business + Media
- Business Administration
Graduate Certificate Full-time
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.