MRK213 - Foundations of Strategic Marketing and Planning

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Last revision date 2018-04-10 12:33:02.352
Last review date 2018-04-10 12:33:41.638

Subject Title
Foundations of Strategic Marketing and Planning

Subject Description
This subject builds upon the fundamentals introduced in MRK 108 - Introduction to Marketing and MRK106 - Marketing I. Topics to be studied include global marketing, advertising, personal selling, financial analysis and forcasting, social media marketing and retailing and wholesaling. Emphasis will be placed on a company's operating statement, how marketing activities affect it, and the identification of marketing problems. To this end, students will play "The Marketplace Live", a 3D, on-line computer simulation in which companies compete with each other by planning their marketing strategies.

Credit Status
One credit.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1. Execute a series of marketing decisions that demonstrate the importance of marketing planning, implementation and control of strategic marketing plans.
  2. Identify the major types of advertising and media selection decisions when creating an advertising campaign.
  3. Assess the significance of personal selling, public relations and sales promotion to a marketing strategy.
  4. Discuss the additional challenges involved in marketing globally.
  5. Explain the importance of retailers and wholesalers and their classifications within the channel of distribution.
  6. Describe how social media can impact a marketing strategy.
  7. Identify the basic forecasting approaches.
  8. Perform a sales forecast.
  9. Demonstrate the ability to perform financial analysis: calculate mark-ups; stock-turn rates; return on investment (ROI); return on assets (ROA) and break-even point.
  10. Demonstrate the ability to prepare and analyze an operating statement.
  11. Effectively work as a member of a team, demonstrating and understanding of the processes and team work.
  12. Prepare a comprehensive report that includes an analysis of marketing strategies used and results achieved in the marketing simulation.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.