AMA411 - Applied Marketing I

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Last revision date Nov 11, 2019 12:30:03 AM
Last review date Nov 11, 2019 12:30:03 AM

Subject Title
Applied Marketing I

Subject Description
This subject introduces students to fundamental marketing concepts that are used by business organizations to develop an effective marketing plan for targeted consumers.  Students will explore the marketing mix, branding and SWOT analysis and apply them to marketing strategies and tactics.

Credit Status
1 Credit

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

  1. Define marketing and the role it plays in building customer relations;
  2. Analyze the environmental forces that affect the way organizations make decisions;
  3. Apply some bases for segmenting the market in order to create an effective positioning strategy for a product;
  4. Analyze brand strategy in relation to decisions about products and services, product lines, product mix, and competitive differentiation;
  5. Compare the differences between marketing strategies and tactics in a marketing plan that influences consumer buying behavior;
  6. Assess the major strategies for pricing new products;
  7. Recognize the nature and importance of marketing logistics and integrated supply chain management;
  8. Define the role of the communication mix as part of the marketing mix strategies;
  9. Explain and apply the fundamentals of competitive marketing strategies based on an integrated marketing mix in order to create value for customers;
  10. Demonstrate the ability to work within assigned time frames to meet deadlines.

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.

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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.