MGMT 107 - Fundamentals of Marketing

Environment of marketing, marketing research, developing a marketing strategy and plan, developing a target market, pricing policies, promotion and sales, advertising. Canadian demographics and psychographics.


Credits: 3


Hours: 45 (Lecture Hours: 3)


Total Weeks: 15




Non-Course Prerequisites:






Course Content:
- Marketing: Managing Profitable Customer Relationships
- Company and Marketing Strategy: Partnering to Build Customer Relationship
- The Marketing Environment
- Marketing and Society: Social Responsibility and Marketing Ethics
- Managing Marketing Information
- Consumer Markets and Consumer Buyer Behaviour
- Business Markets and Business Buyer Behaviour
- Segmentation, Targeting, and Positioning: Building the Right
- Relationships with the Right Customer
- Product, Services, and Branding Strategies
- New-Product Development and Life-Cycle Strategies
- Pricing
- Distribution Channels and Supply Chain Management
- Retailing and Wholesaling
- Integrated Marketing Communication Strategy
- Advertising, Sales Promotion, and Public Relations
- Personal Selling and Direct Marketing

- Review


Learning Outcomes:
Upon the successful completion of this course the student should be able to:
Introduced to the field of marketing and the role of marketing in business
- Performance indicators:
- Describe the marketing environment.
- Assess the impact of changes in demographics on marketing strategy.
- Differentiate between Goods and Services.
- Explain the wheel of retailing.
-State the sales presentation essentials.
Able to produce a marketing plan
- Performance indicators:
- Identify and explain a mission statement and corporate objectives.
- Explain market segmentation.
- Segment markets and apply positioning concepts.
- Develop a perceptual map, design a market grid.
- Illustrate product management concepts such as branding, packaging & warranty.
- Describe push and pull strategies.
- Explain product life cycle.
- Explain the consumer buying decision process.
- Perform pricing calculations. Calculate markup, margin, markdown.
- Solve break-even analysis problems.
- List roles of intermediaries. Identify types of retailers, wholesalers.
- Discuss distribution channels.
- Report on the role of ad agencies.
- Conduct an environmental scan.
- Prepare a SWOT analysis.
Prepared for further studies in marketing
- Performance indicators:
- Analyze consumer, business & organizational buying behaviour.
- Identify objectives of advertising.
- Summarize drawbacks and benefits of publicity.
- State the role of marketing research.

- Determine sales forecasts.


Grading System: Letters


Passing Grade: D (50%)


Percentage of Individual Work: 80


Percentage of Group Work: 20


Additional Course Comments:

Assignments are mandatory and must be handed in on the specified due date.  Work handed in late may lose marks for each day delayed.  Exceptions may be made for documented medical reasons or extenuating circumstances.  Cheating and plagiarism policy will be enforced, as per NLC rules and procedures.


Textbooks are subject to change.  Please contact the bookstore at your local campus for current book lists.