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Course Description

Marketing team members conducting meeting at cafe

This course covers the marketing of both products and services. Students will be introduced to the theoretical concepts through lectures and class discussions and have the opportunity to apply these concepts through case analysis and discussion.

Note: This course can be taken individually or as a part of a certificate program.

Learning Outcomes

By the end of the course, the learner should be able to:

  • Recognize the importance of marketing in firms and in society;
  • Explain the marketing process and its components;
  • Describe the role of social responsibility and ethics in the marketing contexts;
  • Apply marketing concepts and tools across a broad spectrum of situations, including small and large firms as well as profit and not-profit organizations;
  • Develop and produce basic organization marketing plans and activities of products and services; and
  • Apply and analyze marketing strategies and tactics within a simulated environment.

Course Topics

  • The Marketing Process
  • The Marketing Concept
  • Understanding buying behavior
  • Segmenting, Targeting, Positioning
  • Company, Marketing and New Product Strategy
  • Managing Products and Services
  • Pricing
  • Promotion Mix
  • Personal Selling
  • Marketing Channels
  • Marketing Research
  • Marketing Context: Business Environment, Ethics and Social Responsibility

Additional Requirements

Restriction(s): This is a Priority Access Course. Some restrictions may apply during some time periods. Please contact the department for more information. This course may not be taken for credit subsequent to receiving a credit in FARE*4370 or HTM*3080


Assessment Item Weight
Connect Online Learning Activities 10%
Accountability Contract 3%
Online Video Discussions 20%
Mini Marketing Case Analysis 30%
Research Component (SONA) 2%
Final Exam 35%
Total 100%


Additional Technical Requirements

This course will use the following:

  • Respondus tool to invigilate one or more exams. 

Please view the Technical Considerations.


Applies Towards the Following Certificates

Technical Requirements

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*Course details are subject to change.

Enrol Now - Select a section to enrol in
Section Title
Introductory Marketing
May 09, 2024 to August 02, 2024
Contact Hours
Delivery Options
Course Fee(s)
Domestic Tuition Fee (0.5 units) $683.39 Click here to get more information
Domestic Tuition Fee - Non-Ontario (0.5 units) $745.75 Click here to get more information
International Tuition Fee (0.5 units) $3,379.57 Click here to get more information
Available for Credit
0.5 units
Reading List / Textbook
Both the print or e-book versions of the required textbook are acceptable. Connect is an online learning an assessment tool that is a required component of this course.
Section Notes

Note:  If you are in a degree program at the University of Guelph, please DO NOT register using the link above.  You must register through WebAdvisor.


Section Materials
  • Textbook (Confirmed) (Mandatory) Marketing (with Connect Access Code) by Dhruv Grewal, Michael Levy, and Shirley Lichti © 2023 McGraw-Hill 6th edition ISBN Print&Connect: 9781265036249
  • e-book (Confirmed) (Mandatory) ISBN eBook&Connect:9781264879861
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