MRK715 - Topics in Marketing Analysis

Subject Title
Topics in Marketing Analysis

Subject Description

The development of marketing strategies and the selection of appropriate tactics to deliver those strategies requires students to be able to analyze a wide range of business situations, determine the problem that needs to be solved, and decide on appropriate actions to solve that problem.  This course focuses on the development of those analytical skills to enable better marketing decisions.   Specific areas of analysis include company business models, pricing strategies, customer decision process & purchase journeys, customer life-time value, demand forecasting, loyalty, brand equity and brand valuation.

Credit Status
This subject is a required one-credit course towards the Post-Diploma Strategic Marketing and Marketing Analytics Certificate.

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

1. Analyze the external and internal business environment and situation to identify and prioritize relevant insights and opportunities
2. Develop quantitative and qualitative criteria to select strategy and tactical options
3. Apply sophisticated and rigorous marketing analysis and analysis techniques to solve business problems in areas including: Business model determination, Demand forecasting, Pricing theory and tactics in support of brand strategy and company objectives, Customer decision making and customer journeys, Customer lifetime value, Brand equity, Loyalty and Brand valuation
4. Assess and critique strategies prepared and presented by others
5. Assess the merits of different approaches to markets
6. Determine a presentation and documentation style appropriate for a target audience.
7. Present complex materials to company stakeholders, including senior executives in the boardroom

Essential Employability Skills
    •  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.

    •  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: 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.