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Transcript
The Higher Canadian Institute for Business
and Engineering Technology
Quality Assurance Unit
Course Specification
Course Title: Introduction to Marketing
Course Code: BADM 106
I. Basic Course Information
Program(s) on which the course is given: Business Administration
Core or elective element of program: Core
Department offering the course: BusinessAdministration
Academic level:First Year
Semester in which course is offered:Spring
Course pre-requisite(s): None
Credit Hours: 3.0
Contact Hours Through:
Lecture
3.0
Tutorial*
2.0
Practical*
0.0
Total
5.0
Approval date of course specification:January 2014
II. Overall Aims of Course
This course provides an orientation of marketing concepts and practices. It also focuses
on topics such as: the impact of external forces, marketing decisions; marketing
strategies; marketing aspects of business ethics and social responsibility.
III. Program ILOs covered by course
Program Intended Learning Outcomes (By Code)
Knowledge &
Intellectual Skills
Professional Skills
Understanding
K3,K4,K5,K7,K10
I5,I6
P2
General
Skills
G6
1
The Higher Canadian Institute for Business
and Engineering Technology
Quality Assurance Unit
Course Specification
IV. Intended Learning Outcomes of Course (ILOs)
a. Knowledge and Understanding
Upon completion of the course, students should be able to:
K.1 Classify between physical goods and services
K.2 Describe market segmentation, targeting and positioning.
K.3 Discuss the marketing mix and its key components (Product, Pricing, Place, and
Promotion).
K.4 Recognize the service process
K.5 Explain difference between intensive, exclusive and selective distribution
b. Intellectual/Cognitive Skills
Upon completion of the course, students should be able to:
I.1 Recognize the contribution of marketing to the economy
I.2 Illustrate the segment and target a market .
I.3 Illustrate the role of market research in understanding consumer behavior
c. Practical/Professional Skills
Upon completion of the course, students should be able to:
P.1 Analyze and explain strategies related to the elements of the marketing mix (product,
price, distribution, promotion
d. General and Transferable Skills
Upon completion of the course, students should be able to:
G.1 Practice effective presentations and open discussions.
G.2 Engage in teamwork.
V. Course Matrix Contents
Main Topics / Chapters
1- Defining Marketing Process
Understanding the Market
2place and Consumers
Designing a market driven
3strategy and mix
Net Teaching Weeks
7
Course ILOs Covered by Topic
(By ILO Code)
K&U
I.S.
P.S.
G.S.
K1,K2
I1
P1
4
K3, K4
I2,I3
2
K2, K4,
K5
I1
Duration
(Weeks)
G1,G2
13
2
The Higher Canadian Institute for Business
and Engineering Technology
Quality Assurance Unit
Course Specification
VI. Course Weekly Detailed Topics / hours / ILOs
Week
No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Sub-Topics
Total
Hours
3
Overview of Marketing
Developing Marketing Strategies and
5
Marketing Plan
Analyzing the Marketing
5
Environment
Customer-Driven Marketing Strategy
5
– Segmentation, Targeting, and
Positioning
Products, Services, and Brands –
5
Building Customer Value
5
Revision and Quiz
Midterm Exam
New Product Development and
5
Product Life-Cycle Strategies
5
Pricing
Communicating Customer Value:
5
Integrated Marketing
Communications Strategy
5
Managing Marketing Channels
5
Managing Marketing Channels
Revision and Quiz
5
Revision
3
Final Exam
Total Teaching Hours
63
Contact Hours
Theoretical TutorialHours*
Hours
3
3
2
3
2
3
2
3
2
3
2
3
2
3
2
3
2
3
3
3
3
2
2
2
VII. Teaching and Learning Methods
Teaching/Learning
Method
Lectures & Seminars
Tutorials
Computer lab Sessions
Practical lab Work
Reading Materials
Web-site Searches
Research & Reporting
Problem Solving /
Problem-based Learning
Projects
Independent Work
Group Work
Course ILOs Covered by Method (By ILO Code)
K&U
All
Intellectual
Skills
I1,I2,I3
Professional
Skills
General
Skills
G1,G2
P1
3
The Higher Canadian Institute for Business
and Engineering Technology
Quality Assurance Unit
Course Specification
Case Studies
Presentations
Simulation Analysis
P1
G1,G2
Others (Specify):
VIII. Assessment Methods, Schedule and Grade Distribution
Course
ILOs
Assessmen
Covered by
t
Week
Method
Weight /
No.
K&U
I.S.
P.S.
(By ILO
Percentag
Code)
e
G.S.
Midterm
K1,K2,
25%
7
Exam
K3
Final Exam
All
I1,I2
50%
15
Quizzes
All
5%
6,13
Course
2,3,4,5,6,7,8,9,10,11,1
10%
Work
2
Report
5%
12
Writing
Case Study
Analysis
Oral
Presentation
K1
5%
12
s
Practical
Group
K1,K2
I3
P1
Project
Individual
Project
Others
(Specify):
4
The Higher Canadian Institute for Business
and Engineering Technology
Quality Assurance Unit
Course Specification
IX. List of References
Required Text Books
1. Kotler, P., Armstrong, G., Tolba, A., and Habib,A.
Principles of Marketing – Arab World Edition. Pearson.
2011
2. Grewal, D. and Levy, M. Marketing, 2nd Edition. McGraw
Hill. (2010).
Course notes

Recommended books 
Periodicals, Web sites, 
X. Facilities required for teaching and learning
Data show, &White board
Course coordinator:Dr Amr El Baradie
Head of Department:Dr Dina Krema
Date: January 2014
5