0978 - Marketing: An Introduction

Course Description

This foundational course will show you how and why marketing works. You'll develop the marketing skills that are valued throughout successful organizations. You'll learn everything from standard methodologies to the latest digital solutions. You'll learn basic marketing concepts, then create a comprehensive marketing plan for a business that covers evaluation, ethics, market psychology, product and service development and promotion. Other topics include pricing policies, marketing mix and channels, distribution theory, consumer behaviour, mobile marketing, online behavioural advertising and social media marketing.

Learning Outcomes

• Understand the importance and evolution of marketing in today's competitive, fast-changing global environment.
• Understand the marketing process, concepts and mix.
• Apply the marketing process to practical problems and situations.
• Create and implement an effective marketing plan.
• Allocate limited marketing resources in a strategic way.

This course is recognised by the following association(s). Click on the association name for details.

• Association of Administrative Professionals (AAP)
• Credit Union Institute of Canada (CUIC)
• Risk and Insurance Management Society (RIMS)
• CIM Chartered Managers Canada (CIM)

This course may be applied towards the SCS Certificate(s) in

• Business Management : Selection Group 1, Selection Group 2A, Selection Group 3A
• Marketing : Required Course
• Marketing - Advanced : Required Courses