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. Building upon the marketing knowledge that you have gained during the introduction of this course, you will be equipped with the competencies to interpret and develop marketing strategies in current and future business environments. Lectures consolidate and extend the knowledge of marketing strategies in various business environments. 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 case studies as well as the capstone project. Completion of all individual assignments and team work is required to pass this course.
Prerequisite(s)
- Admission to the BBA program or permission of the program head.
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 the course, you will be able to:
- Appreciate the impact of Marketing on Business, through evaluating simulations and case studies.
- Analyse Market Segments.
- Define relevant targeting and positioning techniques.
- Create target market segmentation strategies in both the consumer and business markets.
- Conduct a SWOT analysis as it applies to current marketing examples.
- Assess the competitive environment in both case studies and a real-world situation, through your capstone project, with a view to marketing decision making.
- Critically analyze and appraise the impact of emerging issues in business and marketing activities.
- Create, for execution, a fully functional strategic marketing plan, using the marketing research gathered, for a business choice, as your capstone assignment.
Effective as of Spring/Summer 2016
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.