MRK106 - Marketing I

Outline info
Last revision date 2013-09-24 13:45:03.454
Last review date 2013-09-24 13:45:03.465

Subject Title
Marketing I

Subject Description
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.

Credit Status
MRK106 is a one full credit subject.

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

1.Summarize the functions and roles of marketing in a market-driven and/or developed economy.
2.Describe how marketing helps to achieve: corporate objectives; the goals of the society in which it operates and an improved standard of living while supporting overall economic growth.
3.Identify and discuss the uncontrollable environments that affect marketing decisions.
4.Explain how marketing is used to identify, create and implement all types of opportunities.
5.Explain the fundamental framework of marketing strategy.

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 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.

There are no prerequisites to MRK106.

Topic Outline


(#, start)








Course syllabus

Professionalism policy

Producers/Consumers, role of Marketing


Ch 1




Marketing plan Individual project

Marketing plan project introduced

MLA citation

Ch 2 Appendix




Environmental scan and Marketing planning

SWOT (External vs. Internal environments)

Marketing metrics

Opportunity analysis

Ch 2 & 3 (pp 75-83), Ch 19 (pp 518-519)




Class 2







Industry structure


Economic model (monopoly/oligopoly/...)

Relevance of political/legal and economic factors

Role of technology

Source(s) of competitive advantage

Ch 3 (pp 84-100)




Class 2







Consumer market structure

Bases of segmentation (emphasis on buyer behaviour and socio-cultural influences)

Target marketing

Consumer purchase model

Consumer product classes

Role of technology

Ch 5 & Ch 9 (pp 229-242) & Ch 10 (p 256)
















Work class

Marketing plan progress update

Meetings with professor











Class 2

Marketing Strategy

4 Ps (introduction) and Positioning (emphasize logical consistency among elements)

Product Life Cycle and Adoption Curve

Ch 2, Ch 11 (pp 279-290), Ch 9 (pp 243-245)


Part 1 of plan due (20%)








Class 2

Marketing plan project

Return part 1 of marketing plan project and provide detailed feedback











Product strategy

Definition (goods/services, lines/extensions, consumer/business classes, etc.)

Product development

Brand management


Ch 10 & 11 (pp290-302)




Class 2


Marketing Channels Retailing

Ch 14 (pp 369-373), Ch 15








Note:  Friday, Nov 9th last day for DNC grading



Elements of promotion strategy


Direct marketing

Advertising vs. Publicity

Sales promotion

Ch 16, 17




Class 2








Pricing strategies, objectives, and how they relate to the marketing strategy

Ch 13 (pp 331-338; 342-349)




Class 2







Implementation and Control


Ch 19 (pp 527-530 and 533-534)


Part 2 of plan due (20%)


Class 2













Class 2

Marketing plan project

Return part 2 of marketing plan project and provide detailed feedback






Comprehensive final exam scheduled during exam week



Final exam (30%)

Note:  Week by week guideline, subject to change as necessary and without notice.

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.  

Prescribed Texts
1. Crane, Kerin, Hartley, and Rudelius, Marketing, Eighth Canadian edition, McGraw-Hill Ryerson, ISBN: 978-007000990-5.  The bookstore carries both the hardcover and the PIN codes for an electronic edition.

2. Seneca Libraries. Guide to Research & Citation: MLA Style. 4th ed. Toronto: Seneca College, 2011. Print.

Learning Centre

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 at Markham Campus or log onto 

Reference Material
The following are examples of reference material that will assist you in this subject:
• my.Seneca MRK106 Blackboard site
• Newspapers (news and business reports)
• Business periodicals (ex: Marketing Magazine)
• Television and radio business programming

Additional References

Students are referred to the following web sites for the Seneca College Library MLA Style Guide, and Guide to Integrating Quotations (MLA Style): 

Required Supplies

Promotion Policy

Grading Policy
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)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation

Term work evaluated by professor 30%
Marketing plan 40%
Comprehensive final examination  30%
TOTAL 100%
Your professor will provide an addendum in class, which will detail how the term work (30%) will be evaluated.
Professionalism:  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 by your Professor.  Please refer to it for additional information.

The Final exam is comprehensive and will cover all material studied for the entire semester. 

Tests and Exams; Assignments, Reports, Projects, and other Term Work

All assignments and written reports must be submitted at the BEGINNING of the class in which they are due (or at the precise time noted by your professor, where otherwise specified). Any assignment or report that is submitted late will be given a grade of zero (0%).   Similarly all tests and exams must be written on the date scheduled.  Missed tests or exams will result in a grade of zero (0%).

All students are reminded of their responsibilities as outlined in Seneca’s Academic Policy, including the requirement that all material from external sources must be properly cited using the MLA method.  Plagiarism (the use of the work of others, without appropriate citation) and other forms of cheating will be treated as academic dishonesty; penalties include a mark of zero, a notation on the student’s transcript, and suspension from the college.

Lateness due to illness or family death is acceptable with submission of the proper documentation. Other extenuating circumstances may be considered by the Professor – it is your responsibility to contact your instructor prior to the assignment due date so an appropriate course of action can be agreed upon. 

Examination Policy
Pencil cases or containers of any kind are NOT allowed on the desk or table during examinations.

Cell phones or any type of electronic device, including electronic dictionaries, are NOT allowed on the desk, and must be turned off and stored away.  Ear Phones are NOT allowed.

Paper translation dictionaries are allowed in examinations.


There are many opportunities at Seneca College to get involved in extracurricular activities that will provide the chance to practice marketing concepts and theory.  Clubs, volunteer events, the Ontario Colleges Marketing Competition (OCMC), etc. are all available to you and will increase not only the opportunity to “do” marketing, but to learn and practice team building, leadership skills, etc.

What you get out of this course is highly correlated to what you put into it. Your degree of preparation, class attendance, and willingness to be an active participant will all affect how well you do in MRK106.  At a minimum, you must read all assigned chapters prior to scheduled classes to keep up with the quick pace and volume of topics presented in MRK106.

Approved by: Marianne Marando