MRK106 - Marketing I

Outline info
Last revision date 2017-09-18 14:00:10.926
Last review date 2017-09-18 14:00:10.928

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. 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.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

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 Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.


Topic Outline

Topic Text Book Chapter
 Learning Objective (LO) Coverage*
Critical Dates:
 (Labour Day – College Closed)

Chapter 1
LO Coverage:
Chapter 2
LO Coverage: Accountability and Skill Set (Pages 32 + 33)

Introduction + Professionalism Policy
Publisher Presentation
Marketing : What Marketing Is and Is Not

Skills needed to be a Marketer
Who is a Customer?  
Chapter 9
LO Coverage:
1 and 2
Quiz 1
Quiz 2
How do Marketers decide who to market to?
Target Markets are Customers

 Meeting a Target Market’s Needs:
The Four Ps
Chapter 9
LO Coverage:
3: (Except: Ways to Segment Business Markets)
Quiz 3
In-Class Assignment #1
Market Segmentation, Targeting


Chapter 9
LO Coverage: 5

Chapter 5 
LO Coverage:
1 to 4
Quiz 4

Consumer Behaviour
Trends and  Forces In the External
Marketing Environment: Success or Failure
Chapter 3
LO Coverage:
1 to 5
 Quiz 5
 ( Thanksgiving  - College Closed)
Chapter 10
LO Coverage:
1 to 5
In-Class Assignment #2
The Product
 The Product
Chapter 10
Quiz 6
Midterm Review
   Study Break  (College Open)    
Managing Products and Brands
Chapter 11
LO Coverage:
1 to 4
Midterm Exam
Quiz 7
Managing Products and Brands continued
Place: Managing Marketing Channels, Retailing
Chapter 14
LO Coverage:
1, 2
Chapter 15
LO Coverage: 1,2, 5
In Class Assignment #3

Quiz 8
10 Promotion:
Integrated marketing communications (IMC)
and direct marketing
Chapter 16
LO Coverage:
1 to 6
Quiz 9
11 Promotion Continued:
Advertising, Sales Promotion + PR
Chapter 17
LO Coverage:
1, 2. 3, 5
Quiz 10
12 Pricing: Products + Services Chapter 13
LO Coverage:
1, 2, 5 and 6
In Class Assignment #4
Exam review
14 Final Exam Week. Final Exam will be on
All Chapters

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
Crane, Kerin, Hartley, and Rudelius, Marketing, tenth Canadian edition, McGraw-Hill Ryerson, ISBN: 978-1-25-926880-9. 

Note: Students are required to purchase the PIN number for this textbook to complete online quizzes worth 30% of the course.   Students may choose from hard copy, online only, or a loose-leaf versions of the textbook.
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

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. Learn more at

Reference Material
Reference Material
my.Seneca MRK106 Blackbord site
Newspapers (news and business reports)
Business periodicals (ex: Marketing Magazine)
Television and radio business programming

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

Online Quizzes Students are expected to complete 10 online quizzes on the publisher website before attending class. Students can retake these adaptive quizzes until achieving a perfect score.  Each quiz is worth 3% of the term mark. 30%
Assignments Students complete 4 scheduled In-class group assignments worth 5% each. 20%
Midterm exam Common midterm across sections. First class after midterm break 20%
Final Exam Common final across all sections.
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.
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 the professor, if 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 other 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 and any other 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.  Apple Watches and similar products 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 the opportunity to “do” marketing, and 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: Angela Zigras