MRK106 - Marketing I
|Last revision date||2016-05-30 00:00:26.236|
|Last review date||2016-08-08 00:15:00.543|
Marketing is an approach to business that puts the customer at the centre of its activities and focuses on satisfying customer needs and wants. While marketing is used by both profit and not-for-profit organizations to meet the demands of the market place, this subject introduces students to the fundamental marketing concepts used by profit oriented business organizations to satisfy final consumers.
MRK106 is a one full credit subject.
Upon successful completion of this subject the student will be able to:
|1.||Explain how the marketing mix (4Ps: product, price, promotion, and place) meets the needs of a target market.|
|2.||Explain the role of market segmentation, target marketing and positioning in marketing strategy development.|
|3.||Examine the trends and forces in the external marketing environment and how they affect marketing decision making.|
|4.||Discuss how consumer product classifications, the product life cycle (PLC) and the consumer adoption process affect marketing strategy decisions.|
|5.||Illustrate how packaging, labelling and branding decisions create value.|
|6.||Discuss the factors used to select a marketing channel and how a firm’s supply chain aligns with its marketing strategy.|
|7.||Design an integrated marketing communications (IMC) program.|
|8.||Understand the various pricing strategies and identify the factors affecting price setting.|
|9.||Explain the three stages of the marketing planning process.|
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.
Apply a systematic approach to solve problems.
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.
Take responsibility for one's own actions, decisions, and consequences.
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 http://library.senecacollege.ca 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 firstname.lastname@example.org.
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.
A Detailed Topic Outline will be distributed by your professor in class.
Mode of Instruction
A variety of instructional modes may be used. These could include, but are not limited to, lectures, independent study, class discussion, field trips, team and independent assignments or projects.
Crane, Kerin, Hartley, and Rudelius, Marketing, ninth Canadian edition, McGraw-Hill Ryerson, ISBN: 978-007087869-3. The bookstore carries both the hardcover and the PIN code for an electronic edition.
Seneca Libraries. Guide to Research & Citation: MLA Style. 4th ed. Toronto: Seneca College, 2011. Print. [Call Number: PN171.F56 S46 2011] You can also refer to the MLA Citation Guide at http://seneca.libguides.com/mla
Peer Tutoring, in a number of subject areas, including English, Math, Critical Thinking, Time Management and Study Skills is available, at no cost, through the Learning Centre. To obtain more information, visit the Learning Centre located in the Learning Commons. Learn more at http://www.senecacollege.ca/students/tutoring.html
The following are examples of reference material that will assist you in this subject:
my.Seneca MRK106 Blackbord site
Newspapers (news and business reports)
Business periodicals (ex: Marketing Magazine)
Television and radio business programming
|A+||90% to 100%|
|A||80% to 89%|
|B+||75% to 79%|
|B||70% to 74%|
|C+||65% to 69%|
|C||60% to 64%|
|D+||55% to 59%|
|D||50% to 54%|
|F||0% to 49% (Not a Pass)|
For further information, see a copy of the Academic Policy, available online (http://www.senecacollege.ca/academic-policy) or at Seneca's Registrar's Offices.
Modes of Evaluation
|Evaluation Type:||Details:||% Value of Total Grade|
|Three (3) In Class Written Quizzes/Tests||Topic coverage and timing will be provided by the Professor under separate cover.||
10% each x 3 = 30%
|Six (6) In Class Workshops||On-going throughout the semester. The best 4 of 6 will contribute to the student’s grade.||5% each x 4 = 20%|
|Two (2) individual written Assignments/Reports/Projects||Assignment Outlines and due dates will be provided by the Professor under separate cover.||10% each x 2 = 20%|
|Final Exam||Comprehensive – covers all course material||= 30%|
All students are expected to demonstrate professionalism as outlined in the document, “Marketing Programs: Guidelines and Policies on Professionalism”. Failure to demonstrate the required professionalism will result in a deduction of up to 10% from the final grade for the course.
Alternately, demonstrating exceptionally strong professionalism can result in an increase of up to 5% in the final grade. The Marketing Programs: Guidelines and Policies on Professionalism document will be provided electronically by the Professor. Please refer to it for additional information.