TKUC LogoTHE KING'S UNIVERSITY

TERM:2021-22 Winter
COURSE NUMBER: BUSI 396
COURSE TITLE: Introduction to Marketing
NAME OF INSTRUCTOR: Dr Daniel Kim
CREDIT WEIGHT AND WEEKLY TIME DISTRIBUTION: credits 3(hrs lect 3 - hrs sem 0 - hrs lab 0)
CALENDAR DESCRIPTION: This course starts with marketing vocabulary, concepts and techniques. It foregrounds the 4 P's of marketing: Product, Price, Place and Promotion. Students will also be introduced to such concepts as consumer behaviour and marketing research. We will evaluate modern marketing from a Christian world-view. Students will have an opportunity to develop critical skills through evaluating the marketing strategy of a specific product, service or concept of their choice.

Prerequisites: BUSI 200
COURSE RESOURCES: Armstrong, Gary, Marketing: An Introduction, Seventh Canadian Edition - eBook Only. 7th Canadian Edition ISBN: 9780135356234, Mandatory, Essential to Pass the Course
MARK DISTRIBUTION IN PERCENT:
Individual Assignments15%
Group Assignments25%
Midterm 125%
Midterm 225%
Participation10%
100%
COURSE OBJECTIVES: Students will be able to: 
  • articulate the principle concepts in marketing
  • apply marketing concepts to solve practical problems
  • critique current marketing issues
  • evaluate the impact of a Christian worldview on marketing
COURSE OUTLINE:
  • Course Overview Marketing: Creating and Capturing Customer
    Value
  • Company and Marketing Strategy: Partnering to Build Customer Relationships
  • Sustainable Marketing, Social Responsibility, and Ethics
  • Analyzing the Marketing Environment
  • Segmentation, Targeting, and Positioning
  • Guest Lecture (Market Information Ressources)
  • Managing Marketing Information to Gain Customer Insights
  • Developing and Managing Products and Services
  • Individual Assignment Presentations
  • Pricing: Understanding and Capturing Customer Value
  • Communicating Customer Value: Advertising and Public Relations
  • Marketing Channels
  • Brand Strategy and Management
  • Guest Lectures (Current Marketing Issues)
  • Final Group Presentations and Reviews


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