COURSE OUTLINE

JOHN MOLSON SCHOOL OF BUSINESS

WINTER 2025

COMM223 / MARK 201

MARKETING MANAGEMENT / INTRODUCTION TO MARKETING

GENERAL INFORMATION
Instructor: Elnaz Jafari
Class Day(s), Time Slot and Location: Friday 8:45 am – 11:30 am, MB 2.270
Email: [email protected]
Office Hours: By appointment

COURSE DESCRIPTION
This survey course introduces students to the key concepts in marketing. Topics covered include
marketing strategy, buyer behaviour, and the impact of technology on the discipline. The course also
explores the important role that marketing plays in advancing society. Note: Students who have
received credit for COMM224 or MARK201 may not take this course for credit.

LEARNING OUTCOMES
Upon completion of this course, the student will:
1. be able to explain the marketing planning process and its components;
2. apply evidence-based approach(es) to decision making;
3. understand how to integrate a selection of important values and attitudes into his/her
overall business mindset;
4. explain the role of sustainability and social responsibility in business;
5. exhibit a basic appreciation for the science aspect of marketing;
6. analyze a business plan for new and/or existing ventures

TEACHING METHOD
This course will use a combination of pedagogical approaches, including lectures, discussions,
situation analyses and reports. Each student is expected to attend class sessions with a thorough
understanding of the chapter(s) assigned for that class. The objective of the lectures and discussions
will be to enhance comprehension of the material and not to merely review concepts and
definitions.

COURSE MATERIALS
Textbook: ISBN: 9780138205133
Title: MARKETING: AN INTRODUCTION, 8th Canadian Edition with REVEL
Author: ARMSTRONG, KOTLER, TRIFTS, WILSON
Publisher: PEARSON
The e-text is available at Concordia Book Stop, https://www.bkstr.com/concordiastore

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COURSE SCHEDULE

Assignme
nts /
Class Topics from Textbook / Activity Sections Value
Evaluatio
n
Course Introduction
Chapters 1: Marketing: Creating Customer Value and Engagement 1.1-1.4
What is marketing? p. 1-21
Understanding the marketplace and consumer needs and wants
#1
Designing a customer value-driven marketing strategy
Constructing an Integrated Marketing Program
Engaging customers and building profitable relationships
Capturing value from customers
Chapters 1: (Continued)
Chapter 3: Analyzing the Marketing Environment Entire Ch.3
#2
The microenvironment
The macroenvironment
Chapter 4: Managing Marketing Information 4.1-4.4
Marketing information and customer insights p. 103-131
Assessing marketing information needs Team
#3
Developing marketing information formation
Marketing research
Analyzing and using marketing information
Chapter 5: Understanding Consumer and Business Buyer Behavior Entire Ch. 5
#4 Consumer markets and consumer buyer behavior
Business markets and business buyer behavior
Chapter 6: Customer Value-Driven Marketing Strategy Entire Ch. 6
Market segmentation Project
#5
Market targeting ideas due
Differentiation and positioning
#6 MID-TERM EXAM 25%
Chapter 7: Product Mix Entire Ch. 7
What is a product
#7 Product and service decisions
Services marketing
Branding strategy
Chapters 8: Product Mix (Continued) 8.1-8.3
New product development p. 253 – 270
#8
Product life cycle
Chapter 9: Price Mix 9.1-9.4
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 Major pricing strategies p. 282 – 299
Other internal and external factors affecting pricing decisions
New product pricing
Product mix pricing
Chapters 9: (Continued)
Reference: Appendix 4, Team Project Appendix 4
Pricing, Break-even, and margin analysis p. 601 – 608
Setting price based on costs
Market potential and sales estimates
#9
Chapter 10: Place Mix (Marketing Channels) 10.1-10.4
Supply chain and the value delivery network p. 319 – 341
Channel behaviour and organization
Channel design decisions
Channel Management decisions
Chapter 12: Promotion (Communication) Mix
Integrated marketing communications
Entire Ch. 12
Customer experience marketing
# 10
Owned marketing communications
Earned marketing opportunities
Paid media planning and buying
Chapter 13: Promotion (Communication) Mix (Continued) Entire Ch. 13
Search engine optimization/marketing
# 11
Social media marketing
Mobile marketing
Chapter 14: The Global Marketplace 14.1 & 14.5
Global marketing today p. 452 – 456
Deciding on the global marketing program &
Chapter 15: Sustainable Marketing, Social Responsibility and Ethics PROJECT p. 475 - 482
# 12 20%
Sustainable marketing DUE
Social criticisms of marketing Entire Ch. 15
Pathways to sustainable marketing
Sustainable marketing organization
Work/quizzes announced by instructor (Date T.B.A.) 10%
MRP Due (Date T.B.A.) 4%
Formal Examination Period (DATE T.B.A.) 41%
Withdrawal dates:
-​ January 27 (Monday): Deadline for withdrawal with tuition refund (DNE) from Winter 2025 courses
-​ April 12 (Saturday): Deadline for academic withdrawal (DISC) from Winter 2025 courses

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 COURSE EVALUATION
The final grade for the course will be based on the following components:

​ Evaluation Element​ ​ ​ ​ Due Date​ Value

Marketing Research Practicum​​ ​ T.B.A.​ ​ ​ 4%
Work/quizzes to be announced by instructor​ ​ T.B.A.​ ​ ​ 10%
Mid-Term Examination​​ ​ ​ Class 6​​ ​ 25%
Term Project (team assignment)​ ​ ​ Class 12​ ​ 20%
Final Examination​ ​ ​ ​ ​ T.B.A.​ ​ ​ 41%
​ ​ ​ ​ ​ ​ ​ Total​ ​ ​ 100%
Note: In keeping with the University’s initiatives on sustainability, your instructor may
request that some, or all, assignments be submitted only in electronic format.

ADDITIONAL REGULATIONS
1.​ Students shall note that the purchase and/or use of a reproduced/photocopied copy of an
original text is illegal in Canada.
2.​ Students are expected to participate in class discussions on the lecture material as this is an
important element in the development of their managerial skills.
3.​ Assignments must be submitted at the beginning of class on the assigned date. Late
assignments are not accepted.
4.​ A grade of less than 40% on the final examination constitutes automatic failure of the
course.
5.​ Students are required to be familiar with Concordia’s Code of Conduct – Academic. Please
see the 2024-2025 Concordia Undergraduate Calendar. The Offences (articles 18~19)
and the Sanctions (article 21 through 25) in the Academic Integrity and the Academic Code
of Conduct section are particularly noteworthy.
6.​ Any form of recording or publication of course content is prohibited unless the consent of
the instructor has been obtained in advance. See University Policy at
https://www.concordia.ca/content/dam/common/docs/policies/official-policies/PRVPA-2.
pdf
In any work submitted, students must identify all information sources used in the
corresponding portion of the paper as well as at the end of the work. Any violation of this
prescription constitutes plagiarism under the Code of Conduct.

Turnitin
For some of your assignments, your professor will be using the software Turnitin Similarity. It uses
text matching technology as a method to uphold the University’s high academic integrity standards
to detect any potential plagiarism. Similarity is integrated in Moodle. For assignments set up to use
Similarity, the software will review your work when you upload it to Moodle. You may
review Similarity’s privacy policy.

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 DETAILS OF ASSIGNMENTS

1. Marketing Research Practicum​ 4%

The Marketing Research Practicum (MRP) is a unique component designed to provide students with
hands-on exposure to the development of marketing knowledge through active engagement with
research. This requirement can be fulfilled in two ways:

1.​ Option A: Participation in Research Studies​

Students can participate in academic marketing research studies conducted by faculty
members. These studies cover various topics, including consumer behavior, product choices,
advertising, and social responsibility. Each 15 minutes of participation equals 0.5 points, and
students must accumulate 4 points (2 hours) to fulfill the requirement. Studies may take
place online or in person, and participation schedules will be announced throughout the
semester. A debriefing will be provided to explain the study's purpose and its contribution
to marketing knowledge.
2.​ Option B: Review of Academic Research Articles​
Students can choose to review four research articles from major marketing journals. Each
review is worth 1 point, and students must complete a series of questions related to the
article’s research questions, findings, and implications. This option highlights the rigor of
academic research and its role in shaping marketing practices.

Students may combine these two options to earn the required 4 points. Detailed instructions for
both options, including registration, participation, and credit allocation, are available on the MRP
website: http://concordia-mrp.sona-systems.com.
For any questions or assistance, students should contact the MRP coordinator, Dr. Bianca Grohmann,
at [email protected]. Additional guidelines and FAQs are accessible on the MRP website.

2. In-Class Assignments​ 10%

These will be described in detail by your instructor during the first class.

3. Mid-Term Examination​ 25%

This exam will be worth 25% of the overall course grade and will be based on the chapters covered
up to and including Class 5. The exam will be held during class time on Class 6 and may include
multiple choice, short answer, and/or short scenarios with separate questions applying to them.
The content of the mid-term exam will be determined by your instructor and the value of the
multiple-choice questions cannot exceed 50%.

For your medical reason to be verified by the associate dean or university staff, an official medical note
(Medical Certificate for a Deferred Notation – Form 4B) must be completed by your medical clinic
and/or doctor. Form 4B must be used for all exams. You can find the form at:
https://www.concordia.ca/content/dam/concordia/offices/registrar/docs/forms/SRC-Medical-Certi
ficate-Appendix-III-English.pdf

4. Final Examination​ 41%

This exam will be worth 41% of the overall course grade. Although this exam covers the entire
course, slight emphasis will be on material covered since the mid-term examination held in Class 6.

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The final exam may include multiple choice questions as well as a variety of essay and
application-oriented questions.

5. Marketing Term Project (Assignment details)​ 20%

(1) Objectives
This term project is intended to provide an applied/real-world orientation to your course learning.

(2) The Task

The overall project involves a series of integrated component exercises. The “Macro-environment”,
“Segmenting & Targeting, and Positioning” and “Marketing Mix” sections, in particular, require the
team to “apply” what they have learned in the corresponding section(s) of the text and during
in-class sessions. For the latter two sections, the focus is on the specific tactics you will be adopting
(i.e. what are you going to do) as well as the rationale for your recommendation (i.e. why will you be
doing it).

Note that your instructor MAY announce a specific product category or industry and, in such a case,
students’ new product ideas need to be restricted to the situation described by the instructor. It is
also possible that your instructor asks you to come up with a new product for a certain existing
company (for example, a new product for Starbucks).

(3) Instructions

This is a progressive assignment. It is strongly recommended that the project be completed

according to the schedule indicated below. The “Identification of New product/Service” project
component must be submitted for professor’s approval and feedback by Class #5 (or before if you
wish).

Please note and adhere to all page limit and formatting requirements assigned to each
project component. Failure to comply will result in significant mark deductions. Within the page
limitations, make sure each response is complete. This can be facilitated by making sure that there
is absolutely no wastage in your responses. Keep focused throughout - especially in the marketing
mix section - to maintain the ‘applied’ orientation of the project.

No descriptions and/or explanations of theory should be included (e.g. do not include a

definition of ‘macro-environment’ or philosophize about its importance in your paper).

(4) Evaluation of Group Work

Since a significant portion of your final grade is based on teamwork, you must be prepared to invest
a considerable amount of time working effectively, efficiently and diligently with your team-mates. A
TEAM MEMBER EVALUATION form (i.e. already distributed in class and posted in the course folder)
must be completed confidentially by each team member and submitted individually to your
professor as instructed by the end of Class #12. Please note that your final grade can be affected by
this peer evaluation process, i.e., the assessment of your overall contribution to the group’s
performance as judged by your group members. Note that this is a team assignment and
instructors will not accept individual work.

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(5) Project Components and Time lines

1) Team Formation (Class #3)

The list of team members must be submitted to your professor either in class or via email before
5:00 p.m. on the date specified by your professor. Ideally, five or six students (NOT MORE than
six) will constitute each team. Any class member whose name is not on a team list submitted by
the aforementioned deadline will be placed on a team by your professor.

2) Identification of New Product/Service (Class #5)

A)​ Identify two different sources from which you can obtain “New Product/Service” ideas. Make
sure a sample page from each is included in your appendix. Why do you believe these are
good sources?
Guidance: The purpose of this section is to help all JMSB students explore the broad array of
sources from which new product ideas are available. With the aim of fostering an
entrepreneurial spirit within each student, this aspect of the overall exercise is aimed at
encouraging students to eventually seek out distribution rights for some of the products they
discover and/or to generate new product ideas of their own that could serve as the basis of a
future business initiative. ​
B)​ Using either a source from above or your own brainstorming, describe a new product or
service that your team would like to introduce into the Quebec and/or Canadian market(s).
What need is being served by the product or service you selected?
Guidance: This is the foundation for the rest of your project throughout which you will simulate
the real-life scenario and all the relevant decisions and considerations associated with bringing
your chosen idea to market. A five (5) or six (6) line write-up of your idea –sufficient for the
professor to understand its essence and components – is what must be submitted for Class #5.
Approval of your proposed “idea/product” for the project may be refused for any of the
following reasons:
1)​ the product (or some close variation thereof – thus involving insufficient differentiation)
already exists in the Canadian market; or
2)​ the product has been the focus of a previous project; or
3)​ (rarely invoked) the likelihood of completing the project in a timely fashion is considered by
your professor to be low due to: the technical complexity of the product, the likely scarcity of
information that would be helpful, etc.
C)​ Why do you think this product/service would be successful?

3) Micro & Macro-environmental Impact (Class #7)

Identify the competitors and compare your new product to their products for the
micro-environmental forces. Using Figure 3.2 (page 71) as the focus of your response, describe to
what degree and in what specific ways each of the six components of the ‘macro-environment’ is
likely to impact the sales of the product/service you have selected. Be as specific as possible in
your description of the likely impact in each instance.
Guidance: What are the specific advantages of your new product comparing to competitors’
products? For each of the six categories of macro-environmental forces, students should identify the
major trends that are most likely to have a positive or negative impact on the success of their

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 product. Students must show how development of the marketing strategy for the chosen
idea/product might have to be configured in order to fully leverage or minimize the impact of the
particular trend identified. A net assessment of the impact (i.e. whether ‘positive’ or ‘negative’)
should conclude the treatment of each category.

4) Segmentation, Targeting, and Positioning (Class #8)

A)​ Identify two potential and viable target markets for your product/service. Make sure that at
least three different segmentation variables (see Table 6.1 on page 184) are represented in
your profiles (=descriptions) of each segment. If you believe that ONLY one potential target
segment is feasible, be sure to discuss why it is so. Provide clear reasons as to why a second
segment would not be practical or meaningful.
Guidance: Remember that a target market profile is a statement of the description of the group
of consumers that you will be targeting. This should be expressed in one or two sentences, and
should include an array of descriptions representing at least three of the four categories of
segmentation variables we learn in the course. After the complete profile is presented (i.e. in
one or two sentences), the treatment here should direct itself to explicitly showing how each
category is represented. Make sure that the profiles presented are quite distinct from one
another.
B)​ Which target market would you choose to pursue? Why?
Guidance: Select from above the target that you believe is best and convince the reader why that
is so. Consistent with the idea of being most effective and successful in securing ‘buy-in’ to your
recommendation, please direct more prominence and attention to the target that you are
recommending than to the one that you are NOT recommending.
C)​ What is the value proposition of your product? How would you differentiate your product
from competitors’ products/services? Develop a positioning statement for your
product/service.

5) Secondary Data & Sales Potential (Class #9)

A)​ Select two sources of secondary data that you might use in determining the potential market
size of your product/service. Why do you believe these are good sources?
Guidance: The objective here is for the team to find two sources that contain data that would be
helpful to estimate the potential size of the market for your product or service. In supporting
your selections, specify the types of data from these sources that you would use in estimating the
market size. Here are some examples of the potential data sources, which can be accessed by
clicking the following link:
http://www.concordia.ca/library/guides/marketing/intromarketingresearch.html

The above link includes information about:

i) Search for trends, products and services with articles: ProQuest Business Databases and
Factiva
ii) Macro-environment and segmentation with Statistic Canada: Census, National household
survey & and CANSIM
iii) Market Description and sales potential: Passport by Euromonitor and SimplyMap Canada
B)​ Attach a sample page from the one source that is most relevant to your product/service. How
would you use this data?

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 Guidance: Include a relevant sample page from the source/site in a properly identified
appendix to your report. In the report itself, show how the data contained in that sample page
in the relevant appendix would be incorporated into the estimated market size calculation.
C)​ Estimate the potential sales for this good/service. What factors did you consider in arriving
at this estimate? Support your estimate with detailed reasoning and the calculations
undertaken.
Guidance: This sub-component of the project is intended to sensitize the student to the
challenges and difficulties associated with ‘sales forecasting’ in the real world. In order to
obtain financing for an entrepreneurial initiative, an attempt must be made to generate
reasonable sales projections. This is not an easy task, even in the ‘real world’. The team is
expected to come up with a specific number (in either dollars or units) as a projection for
maximum possible first-year sales.
Your professor is not nearly as concerned about the actual number as s/he is about the thinking
and logic that was used in deriving it.

6) Marketing Mix & Complete Plan (Class #12)

Outline specific strategies and tactics for each marketing mix element. Support your response in
each instance. The format may be of your choice. A logical format will be recommended. Use
whatever is most comfortable to the group.
Guidance: This section of the project has the greatest mark value. What is expected here is that the
team will provide specific and detailed tactics relating to each of the decision areas for each of the
four components of the product’s marketing mix. A very brief supporting rationale for each tactic
should be provided. This section constitutes the specific action plan for your product. The following
should be kept in mind as your team develops this section: 1) everything here depends upon and
devolves from the target market that you chose earlier (i.e. in Question #4B); 2) all the tactics that
you adopt should be very consistent with one another and with the overall strategy for your product
(i.e. target selected; value proposition; positioning; etc.)
TERM PROJECT: WORK COMPLETION SCHEDULE
Class Team Task Actions required
3 Team Formation Inform your instructor
5 Identification of New Product Official approval required
7 Micro & Macro-environmental Impact No official submission necessary
8 Segmenting, Targeting, and Positioning No official submission necessary
9 Secondary Data & Sales Potential No official submission necessary
12 Marketing Mix Submit written project

The complete written project will be submitted on Class 12. It will include all components detailed
above. Below is the required format (using 1” margins, single spacing, and font size 12):
Title page with team members’ names (1 page)
Table of Contents (1 page)
Identification of New product/service (1 page)
Micro & Macro-environmental Impact (2 pages)
Segmentation, Targeting, and Positioning (1-2 pages)
Secondary Data & Sales Potential (1-2 pages)
Marketing Mix (Maximum 3 pages)

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 Bibliography (No limits)
Appendix (No limits)

Note: In keeping with the University’s initiatives on sustainability, your instructor may request
that some, or all, assignments be submitted only in electronic format.

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 ACADEMIC INTEGRITY
The Code of Conduct (Academic) at Concordia University states that the "integrity of University
academic life and of the degrees, diplomas and certificates the University confers is dependent upon
the honesty and soundness of the instructor-student learning relationship and, in particular, that of
the evaluation process. As such, all students are expected to be honest in all of their academic
endeavours and relationships with the University." (Undergraduate Calendar, section 17.10.1)
All students enrolled at Concordia are expected to familiarize themselves with the contents of this
Code. You are strongly encouraged to visit
https://www.concordia.ca/students/academic-integrity.html which provides useful information
about proper academic conduct.

FEEDBACK AND GRADING

The objective of this course is to broaden your knowledge and skills in the area of Marketing.
Working through the assignments will enable you to develop a better understanding of this field.
Feedback will be provided to you throughout the course. At the end of each course, the instructor
will submit a letter grade for every student registered. Using the grade point equivalents listed
below, Grade Point Averages (GPA) are calculated for the evaluation of academic achievement,
Honours standing, prizes, and academic standing.

Letter and Number Grades

The following list provides the equivalent letter and number grades for assignments in this course:
Letter​ Number​ Letter
​ Number
A+​ ​ ​ 90 - 100​ ​ ​ C+​ ​ ​ 67 - 69​​
A​ ​ ​ 85 - 89​​ ​ ​ C​ ​ ​ 63 - 66
A-​ ​ ​ 80 - 84​​ ​ ​ C-​ ​ ​ 60 - 62​​
B+​ ​ ​ 77 - 79​​ ​ ​ D+​ ​ ​ 57 - 59
B​ ​ ​ 73 - 76​​ ​ ​ D​ ​ ​ 53 - 56
B-​ ​ ​ 70 - 72​​ ​ ​ D-​ ​ ​ 50 - 52
F​ ​ ​ < 50​ ​
* D- is the minimum requirement to pass the course.

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Please refer to section 16.3 of the Undergraduate Calendar for more information about the grading
system, examinations, and performance requirements.
http://www.concordia.ca/academics/undergraduate/calendar/current.html

ASSESSMENT OF LEARNING OUTCOMES

Marketing research
Mid-term and final exam Major term project
practicum
All components of the
1. Be able to explain Theory-based exam
marketing planning
the marketing questions and
process are integrated
planning process and recognition-type multiple
into the term project.
its components. choice questions will be
used to determine
knowledge and
understanding.

2. Apply Application/evidence-bas A design of marketing

evidence-based ed exam questions will be strategies for a new
approach(es) to used. product concept is
decision making. required to ensure proper
application of marketing
concepts and tools.
3. Integrate a
Exam questions that The identification of a
selection of
require critical analysis of new product concept
important values,
statements relating to necessitates a business
attitudes and
these attitudes, values mindset by integrating
perspectives into
and perspectives will be important values,
his/her overall
used. attitudes, and
business mindset.
perspectives.

4. Explain the role of Exam questions that

sustainability and require understanding
social responsibility the impact of
in business. sustainability and social
responsibility on
consumers and/or
business and/or the
society will be used.

5. Exhibit a basic Exam questions that A demand forecasting A student is required

appreciation for the require understanding on component emphasizes to be a participant in
science aspect of the scientific aspects of the application of a a marketing research
marketing. marketing research scientific approach to exercise undertaken
process will be used. project the demand level by a faculty member.
for the product.

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6. Analyze a business Identification of the new
plan for new and/or product and/or service
existing ventures. for a market opportunity
and a comprehensive
business plan
development are required
to ensure the success.

Extraordinary circumstances
In the event of extraordinary circumstances and pursuant to the Academic Regulations, the
University may modify the delivery, content, structure, forum, location and/or evaluation scheme. In
the event of such extraordinary circumstances, students will be informed of the changes.

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