BAB235 - Introduction to Marketing

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Last revision date 2018-07-31 09:28:25.854
Last review date 2018-07-31 09:28:41.021

Subject Title
Introduction to Marketing

Subject Description
This introduction to Marketing course emphasizes that marketing is an approach in business that stresses putting the customer at the center of its activities and focuses on satisfying customer needs and wants. Learners will locate and analyze markets, match products and examine the controllable elements of the marketing mix. Practical decisions that a manager utilizes in daily work interactions are a major focus of this course.

Credit Status
1 credit (3 units)
Required for all Bachelor of Commerce programs
Required for BSD - Bachelor of Technology (Software Development)

Learning Outcomes
Upon successful completion of this subject the student will be able to:

Upon successful completion of this subject the student will be able to:

1. Assess the role of marketing within various business organizations domestically and internationally.
2. Evaluate the components of strategic market planning using a case study model approach.
3. Determine the impact of changing environments as they affect the marketing process.
4. Critique the marketing management process by researching companies and their approaches to marketing their products/services.
5. Determine product life cycles and associated marketing strategies used to develop their position in the marketplace.
6. Analyze the various types of advertisement and different types of sales promotion used including personal selling.
7. Determine how pricing objectives and the price structure help support pricing decisions.
8. Identify the needs and wants of a customer base using quantitative and qualitative methodology.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.