Lifelong Learning for a Brighter World

Ngoc Nguyen, McMaster University Continuing Education Marketing graduate Ngoc Nguyen, McMaster University Continuing Education Marketing graduate


There's marketing in everything.

Fast track to earn your diploma in 12 months!
*Not applicable for Digital Marketing concentration

MKT 819 - Introduction to Marketing C01

Academic Credit Value:
3 units
Course Delivery Mode:
Hours of Study:
39 hours
Course Prerequisite(s):
Course Anti-requisite(s):
Instructor Name:
Florentino Guerra Filho
Course Dates:
05/08/2019 - 07/31/2019

Required Course Materials:
Principles of Marketing, 9th Canadian Edition. Kotler / Armstrong / Cunningham– Pearson including MyMarketingLab Access Card Pkg. Pearson.
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 have discussed and demonstrated an understanding of: 
  • 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

The final grade is calculated based on the following components:

Assignment #1 20%
Assignment #2 25%
Assignment #3 25%
Quizzes (1, 2, 3) 15% (5% each)
Participation 15%

It is expected that students will contribute to the learning environment and will have an active 'presence' in the classroom by sharing insights and examples, and asking questions of one another.

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 in classroom discussions.  It is expected that students will read the assigned chapters from the text and the instructor-provided case studies prior to each class. 

Note: Participation counts for 15% of the course grade. 

Assignment Submission:
Course assignments are submitted in class on 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 (
Storm Closure Policy:
In the event of inclement weather, the Centre for Continuing Education will abide by the University’s Storm Closure Policy:, and will only close if the University is closed.  All in-class courses, exams and room bookings by internal and external clients will be cancelled if the Centre for Continuing Education is closed.  On-line courses will take place as scheduled.
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:
 Course Schedule:



Learning Goals for the Week


Readings and Resources




The Marketing Planning Process and Customer Value

Class Objectives:

● Set course and work load expectations ● Describe course objectives ● Define Marketing ● Understand Importance of understanding customers ● Identify elements of a customer-driven marketing strategy ● Understand companywide strategic planning ● Understand how to design business portfolios


Chapters 1 and 2




Creating Customer Value

Class Objectives:

● Identify elements of a customer-driven marketing strategy ● Understand companywide strategic planning ● Understand the steps in designing customer driven Marketing strategy: Market Segmentation, Targeting, Differentiation and Positioning ● Understand how to identify attractive market segments ● Understand how companies differentiate and position their products

● Discuss Assignment #1

Quiz 1 on Chapter 8

Assignment #2 Handout

Chapter 8





Company and Marketing Strategy

Class Objectives:

● Understand the business environment that impacts the company ● Understand how changes in the demographic and economic environment affect marketing decisions ● Discuss how companies can react to the marketing environment


Chapter 3




Competitive Advantage and Consumer Buyer Behaviour

Class Objectives:

● Learn about the consumer market ● Understand the process of buyer behaviour ● Understand the major types of consumer buying decision behaviour ● Learn about the Business market ● Identify the factors that influence business buying behavior

Read Chapters 7&8 before completing Assignment #1

Chapters 6 and 18




Business Markets, Business Buyer Behaviour and Customer-driven Marketing

Class Objectives:

● Learn about the Business market ● Identify the factors that influence business buying behavior ● Understand the steps in the business buying process ● Discuss Assignment #2

Assignment #1 Due


Assignment #2 Handout

Chapters 7 and 8




Marketing Information Systems & Marketing Research

Class Objectives:

● Understand the importance of gaining insights about the marketplace & customers ● Learn about the marketing information system ● Understand the steps in the marketing research Chapter 5 Assignment #1 Handout process ● Understand how companies analyze and use marketing information

Quiz 2 on Chapter 5

Chapter 5




The Marketing Environment, Ethics, Social Responsibility & Sustainable Marketing

Class Objectives:

Understand sustainable marketing ● Discuss social criticisms of marketing ● Understand consumerism and environmentalism


Chapter 4





Products, Services and Brands

Class Objectives:

Understand the major classifications of products & services ● Learn the characteristics that effect the marketing of services ● Discuss branding strategy ● Understand how companies find & develop new product ideas. ● Learn the steps in the new product development process ● Understand the product life cycle & how it can influence marketing strategies ● Discuss Team Assignment #1 and form teams

Assignment #2 Due


Assignment #3 Handout

Chapters 9 and 10




Retailing, Wholesaling and Pricing and Advertising and Public Relations

Class Objectives:

● Learn about the role of retailers in the distribution channel Understand the importance of pricing ● Learn the three major pricing strategies ● Understand the impact of customer-value perceptions, company costs and competitor strategies when setting prices ● Understand the role of Advertising in the marketing mix ● Learn about the major decisions involved in developing and advertising program ● Understand the role of public relations in the marketing mix. ● Learn how companies use public relations to communicate with their publics


Chapters 11, 13 and 15




Marketing Channels and Integrated Marketing Communications

Class Objectives:

● Understand the function of marketing channels ● Understand the major channel alternatives ● Learn how companies select, motivate and evaluate channel members ● Understand the nature of the changing communications landscape ● Understand the communications process and the steps in developing effective marketing communications ● Explain the methods for setting the promotion budget


Chapters 12 and 14





Personal Selling and Sales Promotion

Class Objectives:

● Understand the role and value of a company's sales-team in creating customer value ● Identify the six major sales-force management steps ● Understand the personal selling process ● Understand how sales promotion campaigns are developed and implemented ● Learn the meaning, types and benefits of "direct marketing" ● Understand how companies have responded to the Internet with online marketing strategies 

Quiz 3 on Chapter 15 and 16 


Check-in with Teams on their progress on Assignment #3


Chapters 15 and 16


The Global Marketplace

Class Objectives:

● Understand the factors that influence a company’s international marketing decisions ● Understand three key approaches to entering international markets ● Understand how companies adapt their marketing mixes for international markets

Lab session to allow teams to work on Assignment #3

Chapter 19




Team In-class Presentations of Assignment #3

Class Objectives:

Allow students to practice their presentation skills.

Assignment #3 Due