MRT183 - Marketing I

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Last revision date Jun 3, 2019 12:00:56 AM
Last review date Aug 2, 2019 12:15:00 AM

Subject Title
Marketing I

Subject Description
In this course, students are introduced to the demands placed on marketing practitioners to manage customer interactions and marketing collateral that is simultaneously persuasive, pervasive, multichannel and fully optimized for the digital, mobile and social channels of today's tech-savvy customers.  This course introduces leading-edge marketing practice in targeting, engaging and converting customers, and the analytic nature of contemporary marketing.  The traditional marketing mix of 4Ps (Price, Product, Promotion, Place) is augmented to 6Ps with the addition of Presence and Prediction.  In this course, students focus on the social aspects of segmentation, data gathering and the predictive nature of analytic modeling and analysis.

Credit Status
MRT183 is a one full credit subject.

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

Upon successful completion of this subject the students will be able to:
1. Discuss the role marketing plays within business organizations to achieve competitive advantage.
2. Describe the components of strategic marketing planning.
3. Apply segmenting, targeting and product positioning techniques to address market opportunities.
4. Use the “6P” model (Product, Price, Promotion, Place, Presence and Prediction) to propose evidence-based marketing decisions.
5. Justify the value of creating and managing marketing presence to achieve sustainable growth.
6. Assess the role of predictive analysis in managing a company’s customer base.
7. Analyze customer buying behavior and its impact on business growth.
8. Evaluate the importance of Business-to-Business marketing in the global context.

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.

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.