Course Rationale

This course is essential for understanding the core principles of marketing, offering practical insights into consumer behaviour, market segmentation, and integrated marketing planning within the Canadian business context. It equips students with the knowledge and skills necessary to navigate and succeed in the competitive business environment.

Program Outcomes Emphasized in this Course

Marketing, Business (02411)

1. Contribute to the development of a marketing* plan that will meet the needs or goals of a business or organization.

2. Contribute to the development of an integrated marketing communication plan* of a product*, concept, good, and/or service based on an identified market need or target.

3. Contribute to the development of new and/or modified marketing concepts, products*, goods, and/or services that respond to market needs.

4. Contribute to the development of strategies for the efficient and effective placement/distribution of a product*, good, and/or service to respond to an evolving market.

5. Contribute to the development of strategies related to pricing for a product, good and/or service.

6. Analyze the viability of a concept, product*, good, and/or service in local, national or global markets.

7. Participate in conducting market research to provide information needed to make marketing decisions.

8. Communicate marketing information persuasively and accurately, in oral, written, graphic and interactive media formats.

Business Administration (02511)

1. Evaluate the impact of global issues on an organization’s business opportunities by using an environmental scan*.
2. Apply principles of corporate sustainability*, corporate social responsibility and ethics to support an organization’s business initiatives.
3. Assess and use current concepts/systems and technologies to support an organization's business initiatives.
4. Conduct and present research to support business decision making.
5. Perform work in compliance with relevant statutes, regulations and business practices.
6. Assess marketing and sales concepts and strategies and apply them to the needs of an organization.
7. Outline principles of supply chain* management and operations management and assess their impact on the operations of an organization.

Business Administration (Co-op) (20091)

Accounting, Business Administration (02111)

1. Analyze and evaluate organizational structures and the interdependence of functional areas, and contribute to the development of strategies which positively impact financial performance.
2. Analyze and evaluate, within a Canadian context, the impact of economic variables, legislation, ethics, technological advances and the environment on an organization’s operations.

Golf Management (Professional) – Business Administration (20231)

1. Develop organizational practices that are ethical, sustainable, equitable, inclusive and respect the diversity of clients and employees in the workplace.
2. Assess and apply marketing, merchandising and sales concepts and strategies to meet the needs of an organization.

Business Management (02251)

1. Identify and discuss the impact of global issues on an organization’s business opportunities by using an environmental scan*.
2. Apply principles of corporate sustainability*, corporate social responsibility and ethics to support an organization’s business initiatives.
3. Use current concepts/systems and technologies to support an organization's business initiatives.
4. Apply basic research skills to support business decision making.
5. Support the planning, implementation and monitoring of projects.
6. Perform work in compliance with relevant statutes, regulations and business practices.
7. Describe and apply marketing and sales concepts used to support the operations of an organization.
8. Outline principles of supply chain* management and operations management.

Business - Marketing (24911)

Business Studies (21211)

Course Learning Method(s)

• Action Learning
• Collaborative Learning
• Project Based Learning
• Group or Team Work
• Simulations
• Socratic Method
• Lecture
• Inquiry Based Learning
• Cooperative Learning

Learning Outcomes

Assessment Weighting

Online Assessment Weighting

Modules of Study

Required Resources

Additional Tools and Equipment

• Access to a computer and the Internet is required.

Essential Skills

Prior Learning Assessment & Recognition (PLAR)

Prior Learning Assessment and Recognition (PLAR) is the formal evaluation and credit-granting process whereby candidates may obtain credits for prior learning. Prior learning includes the knowledge competencies and skills acquired, in both formal and informal ways, outside of post-secondary education. Candidates may have their knowledge, skills and competencies evaluated against the learning outcomes as defined in the course outline. Please review the Assessment Methods Glossary for more information on the Learning Portfolio assessment methods identified below.

The method(s) that are used to assess prior learning for this course may include:

• Challenge Exam (results recorded as a % grade and added to student’s CGPA)
• Learning Portfolio (results reflected as SAT and not added to student’s CGPA)
• Skills Test
• Interview

Please contact the Program Coordinator for more details.

Academic Regulations

It is the student's responsibility to be aware of the College Academic Regulations. The Academic Regulations apply to all applicants to Humber and all current students enrolled in any program or course offered by Humber, in any location. Information about academic appeals is found in the Academic Regulations.  

Anti-Discrimination Statement

At Humber College, all forms of discrimination and harassment are prohibited. Students and employees have the right to study, live and work in an environment that is free from discrimination and harassment. If you need assistance on concerns related to discrimination and harassment, please contact the Centre for Human Rights, Equity and Inclusion or the Office of Student Conduct.

Accessible Learning Services

Humber strives to create a welcoming environment for all students where equity, diversity and inclusion are paramount. Accessible Learning Services facilitates equal access for students with disabilities by coordinating academic accommodations and services.  Staff in Accessible Learning Services are available by appointment to assess specific needs, provide referrals and arrange appropriate accommodations. If you require academic accommodations, contact:

Accessible Learning Services

North Campus: (416) 675-6622 X5090

Lakeshore Campus: (416) 675-6622 X3331 

Academic Integrity

Academic integrity is essentially honesty in all academic endeavors. Academic integrity requires that students avoid all forms of academic misconduct or dishonesty, including plagiarism, cheating on tests or exams or any misrepresentation of academic accomplishment.

Disclaimer

While every effort is made by the professor/faculty to cover all material listed in the outline, the order, content, and/or evaluation may change in the event of special circumstances (e.g. time constraints due to inclement weather, sickness, college closure, technology/equipment problems or changes, etc.). In any such case, students will be given appropriate notification in writing, with approval from the Senior Dean (or designate) of the Faculty.

Copyright

Copyright is the exclusive legal right given to a creator to reproduce, publish, sell or distribute his/her work. All members of the Humber community are required to comply with Canadian copyright law which governs the reproduction, use and distribution of copyrighted materials. This means that the copying, use and distribution of copyright- protected materials, regardless of format, is subject to certain limits and restrictions. For example, photocopying or scanning an entire textbook is not allowed, nor is distributing a scanned book.

See the Humber Libraries website for additional information regarding copyright and for details on allowable limits.

Humber College Institute of Technology and Advanced Learning • 2024/2025.