MRK108 - Introduction to Marketing
| Semester | |
| School | |
| Last revision date | 2020-04-06 08:29:08.182 |
| Last review date | 2020-04-06 08:29:28.492 |
Subject Title
Introduction to Marketing
Subject Description
This course introduces students to the fundamental marketing concepts used by profit oriented business organizations to satisfy final consumers. Marketing is an approach to business that puts the customer at the centre of its activities and focuses on satisfying customer needs and wants to meet the demands of the market place.
Credit Status
One credit.
Learning Outcomes
Upon successful completion of this subject the student will be able to:
2. Identify the ways in which marketing research findings are used to generate insight for making business decisions.
3. Describe how an organization defines and chooses target markets.
4. Prepare marketing strategies that acknowledge internal and external business environments and customer behaviour.
5. Explain the effects of marketing decisions on the strategic direction of a business.
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.
• 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.
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: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html 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 http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.
Discrimination/Harassment
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 student.conduct@senecapolytechnic.ca.
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.
Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.
Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.
By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.
Prerequisite(s)
There are no prerequisites for MRK108.
Topic Outline
|
WEEK |
TOPIC(S) |
|
1 |
Intro to Marketing |
|
2 |
Strategic Planning & Role of Marketing Plan |
|
3 |
Marketing Research & Competitive Analysis |
|
4 |
Buyer Behaviour |
|
5 |
Market segmentation, targeting, positioning |
|
6
|
Product Concepts |
|
7 |
Mid-term Test |
|
STUDY WEEK
|
|
|
8 |
Product Development |
|
9 |
Pricing |
|
10 |
Channels |
|
11 |
Promotion |
|
12 |
Services |
|
13 |
Exam Review |
|
14
|
EXAM WEEK |
PLEASE NOTE: This Week-by-week Guideline is subject to change as necessary and without notice.
Mode of Instruction
A variety of instructional modes may be used which could include, but are not limited to, lectures, independent study, class discussions, field trips, team and independent assignments or projects.
Prescribed Texts
MKTG, Principles of Marketing, 3rd Canadian Edition. Lamb, Hair, McDaniel, Kapoor, Appleby & Shearer. Nelson Education Publisher. ISBN: 978-0-17-653091-4.
For the Marketing Plan, videos, flashcards, podcasts and other materials, go to the Nelson website: http://www.mktg.nelson.com/
Reference Material
- http://learningcommons.senecapolytechnic.ca/Library/ResearchBySubject/MarketingAdvertising.html
- MySeneca MRK108 Blackboard site
- Newspapers (news and business reports)
- Business periodicals (ex: Marketing Magazine)
- Television and radio business programming
Resources:
http://library.senecapolytechnic.ca
Required Supplies
None
Student Progression and Promotion Policy
http://www.senecapolytechnic.ca/about/policies/student-progression-and-promotion-policy.html
Grading Policyhttp://www.senecapolytechnic.ca/about/policies/grading-policy.html
| 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) |
| OR | |
| EXC | Excellent |
| SAT | Satisfactory |
| UNSAT | Unsatisfactory |
For further information, see a copy of the Academic Policy, available online (http://www.senecapolytechnic.ca/about/policies/academics-and-student-services.html) or at Seneca's Registrar's Offices..
Modes of Evaluation
|
Evaluation/Assignment |
Grade Value |
|
Quizzes, Evaluations, Tests, and Assignments* |
35% |
| Mid-term Test |
20% |
| Marketing Strategy Project (including proposal) |
20% |
| Final Examination** |
25% |
| TOTAL |
100% |
**The Final exam will cover all material studied after Chapter 8. Key concepts studied prior to the study week break are expected to be known and understood.
Assignments, Reports and Projects
- All assignments and written reports must be submitted at the BEGINNING of the class in which they are due. Any assignment or report that is submitted late will be given a grade of 0%.
- Lateness due to illness or family death is acceptable, with submission of the proper documentation. Other extenuating circumstances may be considered by the Professor, but it is your responsibility to contact your instructor prior to the assignment due date so an appropriate course of action can be agreed upon.
Presentations, Quizzes, Tests and Exams
- *Students who do not write quizzes, assignments, tests and exams, or attend presentations as scheduled will receive 0% on that quiz, assignment, test, exam or presentation. Missing a quiz, test, exam or presentation due to illness or family death is acceptable, with submission of the proper documentation.
- Other extenuating circumstances may be considered by the Professor, but it is your responsibility to contact your instructor prior to the quiz, test or exam date so an appropriate course of action can be agreed upon.