Course Description

Marketing is about planning and implementing a strategic process to develop profitable customer relationships.  Learn the scope, objectives, and complexity of marketing, as well as the terminology and activities involved in managing the marketing function.  This course will introduce you to the elements of the marketing mix to create an integrated marketing plan.

Course Details


By completion of this course, successful students will be able to:

  • Explain the marketing function as it relates to shaping an organization and driving key initiatives
  • Analyze different market segments to build strategy for a product or service to attract new customers or expand business opportunities
  • Identify different promotional tactics (advertising, personal selling, public relations, sales promotion, direct and digital marketing)
  • Create a basic marketing plan that incorporates the marketing strategies and tactics related to the marketing mix including product or service planning, price, place, and promotion



It is recommended that students take BMC 167 Marketing Principles before taking any Optional Marketing Courses.

Applies Towards the Following Certificate(s)

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Sep 14, 2021 to Dec 13, 2021
Delivery Options
Course Fees
Flat Fee non-credit $595.00
Reading List / Textbook

Title: Marketing: An Introduction
Edition: 7th
Authors: G. Armstrong, V. Trifts, L. Buchwitz
Publisher: Pearson
ISBN: 978-0135356234

Visit the UCalgary Bookstore at www.calgarybookstore.ca.

Section Notes

This course uses Desire2Learn (D2L), an online learning management system. The instructor will post your course outline and other materials in D2L. For more information about D2L, please visit our Online Learning Resources.

Unless notified, all online courses are available at 9 am MT the day before the start date. Students who register on (or after) the start date will receive access within one day of registration.

Students who are unfamiliar with online learning are recommended to take BMC 352 Learning Online prior to enrolling in this course.

Unless otherwise stated, notice of withdrawal or transfer from a course must be received at least seven calendar days prior to the start date of the course.


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