Course Overview:

This course offers a comprehensive introduction to the principles, strategies, and practices of marketing in both domestic and global contexts. Students will examine how organizations identify consumer needs, develop value propositions, and deliver products and services that create value for customers, society, and businesses. Emphasis is placed on the role of marketing within broader business decision-making, including the use of segmentation, targeting, and position, consumer behaviour analysis, and market research. The course covers the full marketing mix (4 P’s) and explores its integration into strategic marketing plans. Students will also evaluate social, cultural, and technological trends, including AI, that shape marketing environments, and apply theory through real-world simulations, case studies, and campaign projects. By the end of the course, students will be equipped to critically assess marketing strategies and design practical solutions for a range of business challenges.

Prerequisite:

  • The students must have completed grade 12 or equivalent education, or mature student status (19 years or older).
  • All applicants must meet one of the following Language Proficiency Requirements (LPR):
    • Completion of 2 years of secondary education (including English 10 and 11 with grade of ‘C’ or higher) from a country where English is one of the principal languages, or
    • Completion of 2 years of full-time post-secondary education at an accredited institution where English is the language of instruction, or
    • Students from non-English speaking countries must have completed grade 12 or equivalent education and provide verified results for one of the English Language Proficiency tests with minimum scores listed below:
      • IELTS 6.0, TOEFL 50, CAEL 45, CELPIP 6.5, DET 105, PTE 47, PCE 175, CAMBRIDGE B2 Level, LANGUAGECERT B2 Level, MET B2 Level, ITEP 3.8, EIKEN Grade Pre-1. or
    • Provide proof of achieving at least 65% in Grade 12 English (or equivalent) from a recognized institution.
  • Mature Student Applicants
    • Applicants who are 19 years of age or older at the start of the program, are Canadian citizens or permanent residents, and are unable to provide official secondary or post-secondary education records may demonstrate English proficiency by:
      • Submitting a signed attestation confirming they have completed at least three years of full-time education in English in a country where English is one of the primary languages and
      • Completing the Accuplacer English Assessment (Next Generation: Reading, Writing, and WritePlacer) with the following minimum scores:
        • Reading: 235
        • Writing: 235
        • WritePlacer: 4

Learning Outcomes:

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

  • Explain the strategic role of marketing within an organization and describe how ir contributes to creating value for consumers, businesses, and broader stakeholders.
  • Analyze consumer behaviour by identifying key psychological, social, and cultural factors that influence purchasing decisions across various contexts.
  • Conduct basic market research, including survey design and data interpretation, to support evidence-based marketing decisions.
  • Apply segmentation, targeting, and positioning (STP) frameworks to define ideal customer profiles and formulate strategies for reaching them effectively.
  • Develop integrated marketing mix strategies (product, price, place, promotion) and evaluate their effectiveness in achieving specific business goals across diverse market scenarios.
  • Assess the global, multicultural, and ethical dimensions of marketing decisions, and evaluate the importance of socially responsible marketing in building brand trust and long-term sustainability.

Course Content & Topics:

Class 1: Introduction to Marketing
Class 2: The Marketing Environment
Class 3: Consumer Behaviour
Class 4: Market Research and Data Analysis
Class 5: Segmentation, Targeting, and Positioning (STP)
Class 6: Branding and Product Strategy
Class 7: Pricing Strategy
Class 8: Place and Distribution Channels
Class 9: Promotional Strategy: Advertising and PR
Class 10: Sales Promotion and Personal Selling
Class 11: Digital and Social Media Marketing
Class 12: Marketing Ethics and Social Responsibility
Class 13: Global Marketing
Class 14: Course Review and Marketing Plan Presentation

Credit Information:

  • Credits: 3

Duration:

  • 14 Weeks: 3 hrs/week

Course & Related Fees:

  • Domestic & International: $700 (Seven hundred dollars)

For a detailed breakdown, please refer to Policy #S-005 Programs & Course Fee Schedule

Non-Refundable Fees:

  • Application Fee: $50.00/course (payable online and non-refundable)