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MKT 819 - Introduction to Marketing C22

Academic Credit Value:
3 units
Course Delivery Mode:
Hours of Study:
39 hours
Course Prerequisite(s):
Course Anti-requisite(s):
Instructor Name:
Christina Nolan
Course Dates:
05/04/2020 - 07/26/2020

Required Course Materials:
Marketing: An Introduction, 6th Canadian Edition, Armstrong/Kotler/ Trifts/Buchwitz Publisher, Pearson Canada 2017
Optional Course Materials:
Course Description:
Marketing impacts every aspect of our lives.  Where we shop, how we eat, what we drive and even where we live, can be influenced by marketing.  Introduction to Marketing is a survey course that introduces learners to the basic concepts of marketing, viewed within a corporate framework.  During the course we study the modern marketplace and discuss the impact of the environmental factors that shape marketing and influence the type of products that companies market.  Topics include the development of new products, identifying market segments and targeting consumer groups, pricing strategies, brand equity, distribution channel and promotional activities.
Learning Outcomes:
Upon completion of this course, students will:
  • The components of an organization's marketing program including how to plan, price, promote, and distribute goods, service or ideas.
  • Marketing's relationship to other departments within the firm.
  • How external factors, such as the economy, competition, suppliers, distribution channels, and political-legal groups affect the marketing function.
  • Why and how customers are considered in strategic marketing plans.
  • The concepts of value, quality, customer service, logistics, and supply-chain management.
  • Current challenges and opportunities such as information technology, globalization, marketing ethic and social responsibility, and their impact on marketing practices.
Course Evaluation
Discussion Board Participation  20%
Online Quizzes 20%
Assignment 1 20%
Assignment 2 20%
Assignment 3 20%
Total 100% 
Course Format:
This course is designed to present the fundamental concepts and theories in marketing and promote the application to the workplace and professional practice. Course activities will include instructor presentations, required readings and experiential learning activities (i.e. case studies, group discussions, projects, etc.).

This course emphasizes student participation through weekly online discussion boards.  It is expected that students will read the assigned chapters per the weekly requirements.
Assignment Submission:
Course assignments are submitted to the appropriate A2L Assignment folder by the specified due date
Late Coursework:
Late assignments will be subject to a 2% per day late penalty (includes weekends and holidays) for up to seven (7) days. After this date, no assignments will be accepted and a grade of zero (0) will be applied. Extensions for course work must be approved by the instructor before the due date (see Academic Regulations below), and will be granted for illness or emergencies only. Students may be asked to submit supporting documentation for an extension request.

Policy & Procedures:

Academic Regulations (Attendance, Coursework, Tests/Exams):
In accordance to McMaster University’s General Academic Regulations, “it is imperative that students make every effort to meet the originally scheduled course requirements and it is a student’s responsibility to write examinations as scheduled.” Therefore, all students are expected to attend and complete the specific course requirements (i.e. attendance, assignments, and tests/exams) listed in the course outline on or by the date specified. Students who need to arrange for coursework accommodation, as a result of medical, personal or family reasons, must contact the course instructor within 48 hours days of the originally scheduled due date. It is the student’s responsibility to contact the Program Manager to discuss accommodations and procedures related to deferred tests and/or examinations within 48 hours days of the originally scheduled test/exam, as per policy. Failure to contact the course instructor, in the case of missed coursework, or the Program Manager, in the case of a missed test/examination, within the specified 48-hour day window will result in a grade of zero (0) on the coursework/exam and no further consideration will be granted.

*Note: Supporting documentation will be required but will not ensure approval of accommodation(s).
Academic Integrity
You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity. Academic dishonesty is to knowingly act or fail to act in a way that results or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: “Grade of F assigned for academic dishonesty”), and/or suspension or expulsion from the university.

It is your responsibility to understand what constitutes academic dishonesty. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at

The following illustrates only three forms of academic dishonesty:

  1. Plagiarism, e.g. the submission of work that is not one’s own or for which other credit has been obtained.
  2. Improper collaboration in-group work.
  3. Copying or using unauthorized aids in tests and examinations.
Academic Accommodations:
Students with disabilities who require academic accommodations must contact the Student Accessibility Centre (SAS) to meet with an appropriate Disability Services Coordinator. To contact SAS, phone 905-525-9140 ext. 28652, or email For further information, consult McMaster University’s Policy for Academic Accommodation for Students with Disabilities.
On-line Elements:
In this course, we will be using on-line elements, which may include email, Avenue to Learn, WebEX, and external web sites.  Students should be aware that, when they access the electronic components of this course, private information such as first and last names, user names for the McMaster e-mail accounts, and program affiliation may become apparent to all other students in the same course. The available information is dependent on the technology used. Continuation in this course will be deemed consent to this disclosure. If you have any questions or concerns about such disclosure please discuss this with the course instructor.
Course Changes:
The instructor reserves the right to modify elements of the course and will notify students accordingly.
Course Withdrawal Policy:
Policies related to dropping a course and course withdrawals are posted to the Centre for Continuing Education’s program webpage, FAQs & Policies (
Grading Scale:
Grade Equivalent
Grade Point
Equivalent Percentages
A+ 12 90-100
A 11 85-89
A- 10 80-84
B+ 9 77-79
B 8 73-76
B- 7 70-72
C+ 6 67-69
C 5 63-66
C- 4 60-62
D+ 3 57-59
D 2 53-56
D- 1 50-52
F 0 0-49
Course Schedule:

Week #





The Marketing Planning Process and Customer Value

Chapters 1 and 2

Week One Discussion


Creating and Capturing

Customer Value

Chapter 7

Quiz #1 on Chapter 7

Assignment #1 Handed out


Understanding the Market

Chapter 4

Week 3 Discussion


Consumer Buyer Behaviour

Chapter 6

Assignment #1 DUE


Business Markets, Business Buyer Behaviour and Customer Driven


Chapter 6

Week 5 Discussion Assignment #2 Handed out


The Marketing Environment, Marketing Information systems and Research and Social Responsibility in Marketing

Chapters 3 and 5

Quiz #2 on Chapter 5


Products, Services and


Chapters 8 and 9

Week 7 Discussion

Assignment #2 DUE


Retailing, Wholesaling, Pricing and Marketing


Chapters 10, 11 and 12

Assignment #3 Handed out


Advertising, Public Relations, and Marketing Channels

Chapter 13

Week 9 Discussion


Personal Selling, Sales Promotion and Direct, Social and Online


Chapter 14 and 15

Week 10 Discussion

Quiz #3 on Chapters 13 and 14


The Global Marketplace

Chapter 16

Week 11 Discussion


Writing Week


Assignment #3 Due