MKM801 - Action Research

Subject Title
Action Research

Subject Description
Action Research will cover a variety of topics that are currently popular in the industry. Students will carry out a group research project on an emerging or current marketing specialization. Students will research existing industry literature identifying key issues and trends within a particular area of interest. They will develop a strategic marketing plan to apply and evaluate the impact of their research on the area of interest. Students will be encouraged to work with ?real? opportunities/business in developing their applied action research. This subject will explore the multitude of communication channels within marketing while continuing to build on the foundations of traditional marketing skills and knowledge. Students taking this subject will challenge themselves to develop plans and explore new creative thinking skills within areas such as: Service Marketing, Event Marketing, Sport Marketing, Internet Marketing and On-Line Advertising. Action Research is a broad topic subject which allows the student to focus on his or her particular area of interest.

Credit Status
One credit will be granted upon successful completion of this subject in the Marketing Management Certificate Program.

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

1. Create traditional ¿top-down marketing plan¿ applying elements of situation analysis, marketing objectives, marketing strategy, and action plans for a real marketing situation.

2. Given a ¿real marketing situation¿ students will develop an appropriate marketing plan integrating current trends in marketing.

3. Determine the general and specific needs of the client through analysis of the industry and situation research and creatively summarize potential opportunities for success.

4. Decide on a specific marketing strategy that will achieve the marketing objectives for the marketing situation.

5. Prepare a detailed action plan integrating the elements of the marketing mix.

6. Reflect, modify and evaluate the progress of your work towards achieving the objectives of a marketing plan.

7. Integrate internal and external communications, sales and presentation skills to create a positive interpersonal relationships with client and team members.

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.

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