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Essentials of Marketing (MKTG 1102)

//Essentials of Marketing (MKTG 1102)
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Essentials of Marketing (MKTG 1102)

June 1, 2020 @ 5:00 pm - 8:00 pm PDT

|Recurring Courses (See all)

An event every week that begins at 5:00 pm on Monday and Wednesday, repeating until June 24, 2020

March 26 Update: This course will run as scheduled but will move to an online format due to the recommendations in place to contain the COVID-19 pandemic.

Course Details

This Essentials of Marketing course is an introduction to the fundamentals of marketing. In addition to the “four Ps” of marketing—product, price, place, and promotion—students will be introduced to how marketers create customer-driven marketing strategies based on their research and understanding of the marketing environment and customers. Students will develop a marketing plan and integrated marketing communications (IMC) plan based on a case study, which will be assessed on students’ application of marketing terminology and processes and in the professionalism of their work. Additionally, students will complete assignments, quizzes, and exams.

Learning Outcomes

Upon successful completion of this course, the student will be able to:
  • Develop effective public speaking skills by delivering oral presentations (individual and team) to audiences of diverse sizes.
  • Discuss how marketing creates value for customers in order to capture value from customers in return.
  • Describe marketing strategies and how marketers measure and manage the return on marketing.
  • Develop a SWOT analysis and competitive analysis.
  • Select suitable primary and secondary market research approaches.
  • Differentiate between consumer and business markets and their buying processes.
  • Conduct market segmentation, target market selection, and product positioning.
  • Describe the decisions marketers make throughout the product lifecycle for their products and services.
  • Outline how marketers build and manage brands to create brand equity.
  • Select product and channel strategies to create value, and pricing strategies to capture value in return.
  • Evaluate elements of the promotion mix (advertising, public relations, personal selling, sales promotion, direct, online, social media, and mobile).
  • Develop promotion budgets, messages, and strategic media choices for an integrated marketing communications plan.
Credits: 3.0
Cost: $523.97*
Dates & Time: Apr 29-June 24, 8 weeks online. 
This course is offered as a part of these related programs
Need advice about the right course for you? Contact local Whistler based BCIT Program Analyst: Sonia Dhaliwal
Register: Online here
* International fee differentials may apply to non-domestic students. Sea to Sky residents with questions please contact Sonia Dhaliwal for more information. Note that some International Students may be eligible to pay domestic fees with specific considerations, examples include but are not limited to: Diplomatic/Official Visa status, Live-in Caregiver Work permit status, Refugee status etc. Please contact BCIT International at for details of considerations.

Financial Assistance

Employers can apply for the B.C. Employer Training Grant which provides up to 60% e.g. $300 for a $500 course, for employers to support skills training via the federal Workforce Development Agreement (WDA) scheme.
The Whistler Community Foundation (WCF) has generously provided bursaries for local residents who quality and wish to participate in the courses listed above. Bursaries of $300-500 from the WCF are administered by Whistler Community Services Society, community members who need financial assistance with fees should request an application form from a WCSS Outreach WorkerThe number of bursaries are limited and are issued on a ‘first come, first served’ basis. 

Important notes to read before you register:

  1. Due to the condensed nature of this course, students must attend the first day of class. Failure to do so may result in failure of the course.
  2. Course is being hosted by the Whistler Learning Centre in Whistler.
  3. Please contact Sonia Dhaliwal with questions.
  4. Pre-reading will be assigned 1 week prior to start date.
  5. Courses are subject to minimum enrollment. If courses are cancelled, a refund will be issued automatically within 4 weeks.
  6. Student withdrawals are subject to BCIT refund policy.
  7. When you click to register you will be taken to the BCIT website, select the Spring/Summer 2020 tab, the Whistler courses have WHIST as the location.
  8. You will be required to submit your BCIT student number during registration. If you do not have a BCIT student number (begins with an A) instructions on how to create one are found below.
Create your BCIT Student ID
  1. Visit:
  2. Under the title ‘New to BCIT?’ click on button: Create BCIT ID
  3. Complete the form and submit
  4. You will receive your BCIT ID, password, student email address, and access to the BCIT portal. Be sure to save this information in a safe place for communication during your course. You will be asked to submit your BCIT ID when you pay for courses.


Tamwood International College
#301-4204 Village Square
Whistler, BC V0N 1B4 Canada
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(604) 938-9843


Whistler Learning Centre

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