MRT295 - Marketing Planning and Strategy

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Last revision date Jul 13, 2020 12:30:00 AM
Last review date Jul 13, 2020 12:30:00 AM

Subject Title
Marketing Planning and Strategy

Subject Description
In this course, students focus on the importance of every organization having a strategy that will allow it to be proactive rather than reactive in shaping its corporate future.  This course provides students with the necessary skills to develop marketing plans and customer-based business strategies.  Students analyze strategic market planning, the implementation of market-based business strategy and the evaluation of performance in the economy.  The focus of this course is on the analysis of the environmental variables affecting a company, its industry and the incumbents? choices of competitive strategies.  It explores how companies strategically plan, create, deliver, maintain and sustain competitive advantage.

Credit Status
1 credit (3 units)
Required for BMRK – Honours Bachelor of Commerce - Marketing

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

  1. Describe how strategic marketing planning enables an organization to achieve business goals.
  2. Perform competitor and customer analyses to inform marketing strategies.
  3. Design a customer-driven marketing strategy to achieve sustainable competitive advantage.
  4. Evaluate market segmentation, targeting and positioning strategies to support product success.
  5. Assess the impact of sales strategies on the customer base.
  6. Analyze marketing strategy implementation, evaluation and control systems to assess implications for value creation and competitive advantage.

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.