BA_MKTG200: Introduction to Marketing (Professional)

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About Course

This course is designed to familiarize students with the concepts in the broad field of marketing with a global perspective. Marketing can be described as activities performed by organizations as well as being a social process. Students will learn how to combine these activities through topics covering:

  • Elements of marketing such as initiating the marketing process
  • Understanding consumers and the market
  • Targeting opportunities in the market place
  • Satisfying market opportunities through products, brands, channels, and supply chain management.
  • Attention is directed towards the study of the principles of effective marketing planning, which begins with an understanding of consumers
  • Entails appropriate product, pricing, promotion and channel strategy.


Upon successful completion of this course, the student will have demonstrated the ability to:

  • Explain the role and importance of marketing in organizations and organizational strategy,
  • Understand the role ethics and corporate social responsibility have in marketing,
  • Determine if elements of the marketing strategy are consistent with one another,
  • Use analytical and research methods for understanding the marketing environment and marketing strategy,
  • Explain how marketing discovers and satisfies consumer needs and wants,
  • Explain how the marketing mix affects a firm’s ability to compete in the marketplace,
  • Describe how market orientation focuses on creating customer value, satisfaction, and customer relationships,
  • Recognize how marketing activities differ for goods and services,
  • Explain the importance of marketing in corporate strategy and planning,
  • Explain how marketing both affects and is affected by the internal and external environments of an organization,
  • Develop an effective marketing plan using a case study based on a current business.
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Course Content


  • 03:55
  • 02:25
  • LO2: Articulate the process by which Marketing identifies and fulfills consumer requirementss
  • LO3: Differentiate between the components of the Marketing Mix
  • LO4: Solve the Quiz for Initiating the Marketing Process
  • 03:20
  • 09:42
  • LO2: Assess the influence of technological advancements on both marketers and customers
  • LO3: Describe the major Canadian legislation that ensures competition and safeguards consumers
  • LO4: Solve the Quiz for Scanning the Marketing Environment
  • 04:10
  • 02:48
  • LO2: Differentiate between problem-solving variations of the consumer purchase decision process
  • LO3: Recognize the primary Psychological and Sociocultural factors
  • LO4: Solve the Quiz for Consumer Behavior
  • Topic 4- Marketing Research: From information to action
  • LO1: Comprehend the concept of Marketing Research
  • LO2: Describe the various categories of Marketing Research
  • LO3: Familiarize oneself with the stages involved in the Marketing Research process
  • LO4: Solve the Quiz for Marketing Research
  • Topic 5- Market Segmentation, Targeting and Positioning
  • LO1: Explain Market Segmentation and its appropriate application in Marketing strategies
  • LO2: Utilize the five-step process for segmenting and targeting markets to identify potential target markets
  • LO3: Evaluate the factors utilized in segmenting consumer and organizational markets
  • LO4: Solve the Quiz for Market Segmentation, Targeting, and Positioning
  • Topic 6- Developing New Products and Services
  • LO1: Identify the classifications of consumer and business goods and services
  • LO2: Describe the purposes underlying each step of the new-product development process
  • LO3: Analyze the implications of alternative views of “newness” in new products and services
  • LO4: Solve the Quiz for Developing New Products and Services
  • Topic 7- Managing Products and Brands
  • LO1: Describe the stages of the Product Life Cycle and how Products evolve over time
  • LO2: Understand the Significance of Branding and Alternative Branding Approaches
  • LO3: Explain the roles played by packaging, labeling, and warranties in the Marketing
  • LO4: Solve the Quiz for Managing Products and Brands
  • Topic 8- Managing Services
  • LO1: Explain the unique elements of services and their significance in service marketing
  • LO2: Utilize knowledge of the services continuum to categorize different types of services
  • LO3: Assess the service purchasing process from a consumer Perspective
  • LO4: Solve the Quiz for Managing Services
  • Topic 9- Advertising, Sales Promotion, and Public Relations
  • LO1: Differentiate between Product and Institutional Advertising
  • LO2: Outline the steps involved in developing, executing, and evaluating an advertising program
  • LO3: Evaluate Alternative advertising media, consumer-oriented, and trade-oriented sales promotions
  • LO4: Solve the Quiz for Advertising, Sales Promotion, and Public Relations
  • Topic 10- Personal Selling and Sales Management
  • LO1: Analyze the nature and scope of personal selling and Sales Management
  • LO2: Differentiate among the various types of personal selling approaches
  • LO3: Define the major functions of Sales Management
  • LO4: Solve the Quiz for Personal Selling and Sales Management
  • Module Based Quiz

Final Exam

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