MRK106 - Marketing I

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Last revision date May 25, 2020 12:18:53 AM
Last review date Jul 13, 2020 12:15:03 AM

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
MRK 106 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. Describe the new product development and branding process.
  6. Describe the importance of marketing channels of distribution including retail distribution.
  7. Describe promotional strategies and how they help meet a firm's marketing objectives.
  8. Recognize the various pricing strategies and identify the factors affecting price setting.
  9. Explain how ethics and social responsibility play an important role in the field of marketing.
  10. Discuss marketing from a global perspective.
  11. Describe how business markets differ from consumer markets.
  12. Examine the role of market research in order to gain insights and take marketing actions.

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.