Course Outline

Department: Marketing Department, School of Management

Course Number: MARK 1115
Course Title: Introduction to Marketing Credits: 3

Semester Year: 202010 Section: 004

Days: Monday/Wednesday Hours: 10:30 to 12:20
Classroom: B253 CRN: 11262
Instructor Contact
Name: Kevin L. James, MBA
Office: B252G Email: kjames@langara.ca
Office Hours: As posted or by appointment

Course Description
Marketing is an exciting and dynamic business discipline, which offers excellent career prospects. The
course covers the roles and functions of Marketing in the modern business enterprise with particular
emphasis on the elements in Marketing such as product planning and development, pricing, promotion
and distribution. The course delivery is a series of lectures but there is a lot of interaction through
discussion, teamwork, videos, practical exercises and case studies so you can relate the material
discussed to real life business challenges.

Course Learning Outcomes

Learning Outcome Measurement
Explain the marketing concept and why the marketing function Quizzes, mid-term examination,
needs to integrate with other business functions. final examination.
Effectively segment markets, assess market potential, select Quizzes, mid-term examination,
appropriate target markets and identify positioning. final examination.
Perform an environmental analysis to identify marketing Term project.
opportunities.
Develop a preliminary marketing strategy targeted at a specific Term project.
market segment – consisting of product, price, promotion and
distribution channel strategies.
Begin to develop critical thinking, problem solving and In-class discussions, term project,
decision-making skills. exams.
Function in a team setting and be able to develop basic In-class discussions, class
presentation skills through collaboration. presentations, term project.
Explain the marketing concept and why the marketing function Quizzes, mid-term examination,
needs to integrate with other business functions. final examination.

Prerequisite(s)
None.

Spring 2020 – December 16, 2019 Page 1 of 6

 Course Outline

University Transferability
For information, visit bctransferguide.ca.

Required Textbooks
The required e-text is available through D2L: Armstrong, Gary et al. Marketing: An Introduction, 6th
Canadian Edition. Toronto, Ontario: Pearson Education, 2017. Articles and handouts distributed (in
class and on D2L) throughout the semester are considered required reading. The LSM uses Chicago style
for citations and references across all faculty and student work. Please ensure your textbook is in this
style. Sample below, or use this link: https://langara.ca/library/research-help/citing-help/index.html

Articles and handouts distributed throughout the semester (in class and on Brightspace), unless noted
otherwise, are required reading. Note: This course may use an electronic (online) instructional resource
that is located outside of Canada for mandatory graded class work. You may be required to enter
personal information, such as your name and email address, to log in to this resource. This means that
your personal information could be stored on servers located outside of Canada and may be accessed by
U.S. authorities, subject to federal laws. Where possible, you may log in with an email pseudonym as
long as you provide the pseudonym to me so I can identify you when reviewing your class work.

Brightspace
Brightspace Learning Management System is in use across the Langara School of Management for
course content, weekly course schedules, links to e-textbooks, readings, videos, and for assignments,
quizzes, exams and email from your instructor. As a student, you need to regularly login into Brightspace
to keep track of the course agenda, prepare for class, work on assignments, quizzes, etc.

Grade Allocation
Mid-term exam 1 15%
Mid-term exam 2 20%
Project 25%
Quizzes 10%
Final Exam 30%
TOTAL 100%

Grading Legend
A+ 95 – 100% B+ 80 – 84% C+ 65 – 69% D 50 – 54%
A 90 – 94% B 75 – 79% C 60 – 64% F < 50%
A- 85 – 89% B- 70 – 74% C- 55 – 59%

NOTE: You must receive a cumulative weighted average grade of at least 50% on the individual
grade components to pass this course. This calculation does NOT include any group project or other
group work. You must complete all course requirements, including the final exam in order to receive a
final grade.

Spring 2020 – December 16, 2019 Page 2 of 6

 Course Outline

School of Management
The Langara School Management aims to create and deliver experiential-focussed education to our
students. As our student, you will have the opportunity to develop: communication skills, verbal, oral
and written; team-based collaboration skills; critical thinking, analytical skills; creativity and innovation
abilities. The above skills and many more may be developed through group project work, case
competition involvement (where available), presentations, class participation, individual assignments, as
well as through extracurricular activities and involvement in Work-Integrated-Learning (WIL) programs
such as available through Cooperative Education.

For more information about the School of Management programs, please contact the School’s Program
Advisors (see advising schedule on the LSM website at https://langara.ca/departments/langara-school-
of-management/contact.html ) or email business@langara.ca. Our Advisors, Susan Joe and Kim
Harbridge, are your first point of contact for many department and program related enquiries, including
course planning, program advising, and Departmental policies.

: LSMLangara
Expectations
As a student in the Langara School of Management, the grade you earn in this course depends very
much on your effort and dedication to meeting the course requirements. Your instructor is available to
support and guide you through any challenges you may have with the course content. Please make use
of their availability and office hours.

It is your responsibility to be aware of assignment submission deadlines and exam dates. If you miss an
exam, quiz, assignment, or any other type of submission, you will receive 0%. If you have extenuating
circumstances such as a medical emergency, contact your instructor immediately. You will be required
to verify with documentation.

The College accommodates students whose religious or spiritual practices affect class attendance, due
dates or tests and examination dates. You are required to inform your instructor during the first two
weeks of classes if you require accommodation and to provide dates and any additional information.

https://langara.ca/registration-and-records/pdf/B3008.pdf
https://langara.ca/about-langara/policies/pdf/religious_and_spiritual_practice_accommodation.pdf

Spring 2020 – December 16, 2019 Page 3 of 6

 Course Outline

Academic Integrity
As members of the Langara College community, we observe high standards of integrity, including
academic integrity. The Langara School of Management strives to operate within a culture of integrity
and transparency. We work together to support, uphold and maintain the views of academic integrity
and honesty in everything we do. As educators, we ask you as students to learn understand and practice
within an environment of academic integrity. You must agree to adhere to these standards across all
that you do. The definition below comes from the International Centre for Academic Integrity:
The International Center for Academic Integrity defines academic integrity as a commitment to
five fundamental values: honesty, trust, fairness, respect, and responsibility. We believe that
these five values, plus the courage to act on them even in the face of adversity, are truly
foundational to the academy. Without them, everything that we do in our capacities as
teachers, learners, and researchers loses value and becomes suspect.

T. A. Fishman. Editor. 2014. The Fundamental Values of Academic Integrity Second Edition Clemson
University https://academicintegrity.org/wp-content/uploads/2017/12/Fundamental-Values-2014.pdf
Violations of academic integrity include but are not limited to: plagiarism (improper attribution and or
citation of another’s work, copying other’s work without acknowledgement, reusing past assignments
including your own); collaboration on assignments, papers or quizzes, online coursework, online exams,
etc.; the use of a third party to write exams, papers, assignments, etc.; uploading and or obtaining
coursework from online sites, etc. These are very serious educational offences and may result in lost
grades and even failure on an assignment, in a course, or possible suspension from Langara College.

For more information, watch these videos created by University of Albert students:
Acceptable/Unacceptable or Cheating or Plagiarism Rap (Cite your Sources)
Refer to Langara College’s Academic Integrity Policy & Procedures. F1004 - Academic Integrity/Academic
Integrity Procedures .

Turnitin Similarity Checking software may be in use for written work for this course. Turnitin is a third
party service licensed by Langara College and embedded within Brightspace learning management
system.

Examination Procedures
If this course requires a final examination, you will need to review and understand the Final Examination
Policy. It is available here: http://langara.ca/about-langara/policies/pdf/F1007.pdf

Examination Procedure Regarding Personal Effects

o You will not be allowed to store any bags within reach of your seat while writing exams;
o All bags brought to the exam room must be left at the front or side of the room;
o The instructor or College cannot take responsibility for the safety of these bags & the contents,
therefore, you are advised to:
o avoid bringing bags to campus,
o if you do bring a bag, ensure it does not contain anything valuable,
o make arrangements with a friend to look after your belongings while writing the exam.

Spring 2020 – December 16, 2019 Page 4 of 6

 Course Outline

Course Schedule
Course Withdrawal Periods - Important Notice
Refer to the Langara College website for more information on Important Dates.
http://langara.ca/registration-and-records/important-dates/index.html

Week Date Topics and Deliverables

1 Jan 6 / 8 Introduction & Course Overview

CH 1: Marketing: Creating & Capturing Customer Value – CH 1 QUIZ
2 Jan 13 / 15 CH 2: Company & Marketing Strategy – CH 2 QUIZ
CH 3: Sustainable Marketing – CH 3 QUIZ
3 Jan 20 / 22 CH 4: Marketing Environment – CH 4 QUIZ
CH 5: Marketing Research & Customer Insights – CH 5 QUIZ
4 Jan 27 / 29 CH 6: Consumer Behaviour – CH 6 QUIZ
5 Feb 3 / 5 MIDTERM EXAM 1 (CH 1 to 6)
CH 7: Segmentation – CH 7 QUIZ
6 Feb 10 / 12 CH 8: Product & Service Strategy – CH 8 QUIZ
7 Feb 17 / 19 College closed. Family Day. Reading Week
8 Feb 24 / 26 CH 9: Brand Strategy – CH 9 QUIZ
CH 10: Pricing – CH 10 QUIZ
FEB 29, 2020 FOR REGULAR SEMESTER COURSES
LAST DAY TO WITHDRAW IS (BEFORE 2100 HOURS VANCOUVER TIME)
9 Mar 2 / 4 CH 11: Marketing Channels – CH 11 QUIZ
CH 12: Retail – CH 12 QUIZ
10 Mar 9 /11 CH 13: Advertising & PR – CH 13 QUIZ
MIDTERM EXAM 2 (CH 7 to 12)
11 Mar 16 / 18 CH 14: Personal Selling & Sales Promotion – CH 14 QUIZ
TERM PROJECT DUE: March 27th @ 11:30 pm
12 Mar 23 / 25 TEAM PROJECT – STUDENT PRESENTATIONS
13 Mar 30 / Apr 1 CH 15: Direct Marketing – CH 15 QUIZ

FINAL EXAMINATION PERIOD: Check the Langara College website for the exam dates and times.
The college requires students to be available to sit final examinations during this period. If students
do not attend the final exam they will receive an ‘N’ on their permanent academic transcript.

EASTER BREAK: April 10th to 13th. Campus closed: Friday, April 10th & Monday, April 13th.
Check-online for weekend campus closure dates and times. Final Exam Period: April 4th to 20th.

Last day of Spring Semester 2020: April 30th.

Spring 2020 – December 16, 2019 Page 5 of 6

 Course Outline

College Policies
As a student at Langara, you are responsible for familiarizing yourself and complying with the
following policies:

B3008 Human Rights Policy / Accommodation E2011 - Withdrawal from Courses and Deferred
of Religious and Spiritual Practice Guideline StandingF1002 - Concerns about Instruction

B3009 Sexual Violence and Misconduct / F1004 - Academic Integrity

Procedures for Students
G1004 – Video Surveillance
E1003 - Student Code of Conduct
H1003 – Smoke-Free
E2006 - Appeal of Final Grade

E2008 - Academic Standing - Academic

Probation and Academic Suspension

Or go to: http://langara.ca/registration-and-records/policies-and-procedures/college-student-
responsibilities.html or http://langara.ca/about-langara/policies/index.html

Spring 2020 – December 16, 2019 Page 6 of 6