MRK428 - Marketing Strategy and Analysis

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Last revision date Sep 30, 2019 12:00:49 AM
Last review date Dec 2, 2019 12:15:20 AM

Subject Title
Marketing Strategy and Analysis

Subject Description
This subject uses case analysis, workshops and the preparation of a comprehensive marketing plan to apply related marketing theory and concepts to the creation of effective marketing strategies. Students will analyze and evaluate strategic alternatives and practice strategic marketing management decision making. 

Credit Status
MRK428 is a full credit subject for both the 2-year (Business - Marketing) and 3-year (Business Administration - Marketing) Diploma Programs. 

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

1. Conduct a SWOT Analysis to identify and evaluate market opportunities.

2. Apply knowledge of trends in consumer attitudes and behaviour to marketing planning.

3. Formulate a marketing plan that identifies both qualitative and quantitative marketing objectives; marketing strategy; an implementation schedule, proposed budget and risk management and control and evaluation criteria/mechanisms.

4. Employ research data and the principles of risk management to support the financial components of a marketing plan (i.e. sales projections, costs, etc.)

5. Evaluate strategies for developing new and modified products in response to changing market conditions.

6. Evaluate alternative distribution strategies to efficiently and effectively manage the supply chain.

7. Create distribution strategies to achieve place objectives

8. Develop both long and short term pricing strategies that take into consideration, buyer behaviour; demand, cost and competitive factors; product assortment; and ethical and legal implications in order to achieve specific organizational objectives.

9. Demonstrate ethical and socially responsible behaviour in marketing strategy and planning. 

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.

Execute mathematical operations accurately.

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.