Course Title: Goods, Services and Events, Grade 11
Course Code: BMI 3C
Course Type: College
Credit Value: 1.0
Prerequisite: None required
Department: Business Studies
Tuition Fee (CAD): $639
This course introduces the fundamental concepts of product marketing, which includes the marketing of goods, services, and events. Students will examine how trends, issues, global economic changes, and information technology influence consumer buying habits. Students will engage in marketing research, develop marketing strategies, and produce a marketing plan for a product of their choice.
Overall Curriculum Expectations
By the end of the course, students will gain proficiency in the following areas:
- describe the process by which goods and services are exchanged;
- explain how marketing influences consumers and competition;
- demonstrate an understanding of the importance of marketing research to a business and how information technology can be used to obtain and analyse marketing-related information;
- analyse marketing strategies used by organizations in the not-for-profit sector;
- compare the factors that influence marketing methods and activities in the global economy.
The Marketing Mix
- explain the stages of product development;
- explain the factors involved in the pricing of goods, services, and events;
- compare a variety of distribution strategies and the logistics associated with them;
- demonstrate an understanding of the strategies involved in the promotion of goods, services, and events.
Trends in Marketing
- explain the effects of new information technologies on marketing strategies and consumer trends;
- identify and describe various environmental, ethical, social, and legal issues that affect marketing activities;
- demonstrate an understanding of the potential for participation in the global marketplace;
- summarize, on the basis of computer research, career pathways in marketing.
The Marketing Plan
- explain the process of developing a marketing plan;
- develop a marketing plan for a good, service, or event;
- analyse the uses of a marketing plan.
|Unit 1: Introduction to Marketing|
You will be able to define what marketing is and explain the importance of discovering and satisfying consumer needs and wants. You will know what is required for marketing to occur and how marketing creates value for consumers. You will be able to understand the process by which goods and services are exchanged. Not only will you be able to define the marketing activities, but you will be able to summarize the factors that motivate consumers to purchase a product. Marketing will be looked at from both a profit and a non-profit point of view. You will also be able to explain how marketing affects competition among products, and compare the factors that influence marketing methods and activities in the global economy.
|Unit 2: The Marketing Mix|
You will be introduced to the four P’s of marketing: product, price, promotion, and place. You will be able to identify the components of the product life cycle and explain the stages of product development. Promotional strategies will be investigated for goods, services, and events. You will evaluate the effectiveness of various advertising media and tools. You will also create a variety of print, audio-visual, and electronic promotions.
|Unit 3: Marketing Research|
In this unit you will demonstrate the importance of market research to business, distinguish between primary and secondary data, produce a detailed analysis of current marketing research techniques, and identify tools and techniques that can be used to interpret consumer and market data. Finally you will apply and describe the role of marketing research to your marketing plan.
|Unit 4: Target Marketing|
You will be introduced to Target Marketing: market segmentation and market factors. You will investigate some of the perils of expanding your business too much and too quickly both domestically and internationally. By the end of this unit you should have a good understanding of the various aspects of target marketing and the parts that comprise this component of a marketing plan.
|Unit 5: Trends in Marketing|
In this unit, you will learn the difference between fads and trends and will come to understand how new technologies have impacted marketing activities both domestically and globally. You will learn about the macro environment as well as how new trends in marketing have affected the job market.
|Unit 6: Culminating Activity|
In this unit you will develop your marketing plan on a chosen product, service, or event. You have learned throughout previous units the various components of a marketing plan and importance of implementing them within your own plan.
|Total Hours||110 hours|