MKM501 - Marketing Fundamentals

Outline information
Semester
Schools offering this subject
Last revision date 2023-10-02 00:54:04.897
Last review date 2023-12-04 00:15:12.177

Subject Title
Marketing Fundamentals

Subject Description
Provides participants with the skills required to market their ideas and products to the public, potential investors and sponsors. Suggests a framework by which ideas can be communicated in an efficient and effective way to ensure maximum product exposure. The establishment of a brand, developing brand architecture, and brand management.

Credit Status
Full credit status towards a college program

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

1. Describe how Marketing relates to the economy and society.

2. Describe the elements of the Strategic Marketing Management process.

3. Explain how competitive, political, cultural, natural, technological, demographic and economic factors affect marketing strategies.

4. Identify the factors and conditions which affect consumer and organizational buyer behaviour.

5. Identify the criteria used to segment consumer and business markets.

6. Describe the techniques used to position products, and the positioning strategies used to gain competitive advantage.

7. Develop a marketing mix for one or more selected target market segments.

8. Describe the decisions companies make concerning individual goods and services; product lines; product mixes; and product branding.

9. Associate appropriate branding strategies in various product contexts.

10. Describe the stages of the New Product Development process and the Product Life Cycle, and the marketing implications associated with each stage.

11. Relate pricing policies to company objectives, demand elasticity, product life cycle and factors in the external environment.

12. Describe factors to consider when selecting and managing a marketing channel.

13. Explain how channel members interact, and how companies select, motivate and evaluate channel members.

14. Evaluate the elements of the IMC mix and their strategic value in IMC planning.

 

Essential Employability Skills
    •  Respond to written, spoken, or visual messages in a manner that ensures effective communication.

    •  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.

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.