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Business - Marketing

Ontario College Diploma

Related Studies



Overview

The Business Marketing Ontario College Diploma Program builds on the topics covered in the Business Studies Seneca College Certificate and the Marketing Seneca College Certificate to further emphasize the core knowledge and skills necessary for any industry or business, domestic or international, with a specialized focus on fundamental marketing skills. Introductory courses will provide students with an overview of the Canadian business environment, including generally accepted accounting principles, fundamentals of math for business and finance, marketing approaches and concepts used by and appropriate for profit and non-profit organizations, and new technologies and strategies to further develop proficiency in computer applications for business.

In addition, specialized focus will be placed on teaching students in-depth skills required in the marketing profession. Emphasis is placed on fundamental marketing approaches and concepts appropriate for profit and non-profit organizations, including effective selling, e-marketing, integrated marketing, professional selling, etc. Students will apply marketing strategies to changing business environments to make sound business decisions. Students are provided with a solid foundation in the discipline of marketing, focusing on problem-based learning, real world projects and case studies.

Information Session

New students are invited to attend an information session.


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Curriculum

Business - Marketing Diploma Requirements

Business Studies Certificate Courses

EAC150
College English
Availability
 

Prerequisite(s):

Placement via English Assessment, or successful completion of ESL934, EAP 500, or EAC149.

College English is an introductory college writing and reading course fundamental to successful college studies. Through a variety of assignments and classroom activities, students strive to develop the rhetorical and analytical skills essential to their success as communicators in college and upon graduation. Fiction and nonfiction are central vehicles for teaching writing.




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BAM101
Introduction to Business Administration
Availability
 

Prerequisite(s):

EAC150 or equivalent

This course is designed to provide students with an introduction to the Canadian business environment, business issues and functions, and the major forces at work in the global economy. It provides students with a perspective of business firms as integrated organizations composed of a number of specialized functions.




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MRK106
Marketing I
Availability
 

Prerequisite(s):

EAC150 or equivalent. May be taken concurrently.

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 course introduces students to the fundamental marketing concepts used by profit oriented business organizations.




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QNM106
Mathematics of Finance
Availability
 

Prerequisite(s):

No required prerequisite, but a strong foundation in mathematics at the Grade XII level is recommended

For business personnel, this course covers fundamentals of mathematics for business and finance: ratios, proportions, percentages, break-even analysis, commissions, trade and cash discounts, simple interest and discount, compound interest and discount, equation of values, and ordinary annuities.




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ACC120
Accounting Basics I
Availability
 

Prerequisite(s):

No required prerequisite, but students should have Grade 12 English and Mathematics or equivalent

This course introduces the student to how accounting information is used by, and meets the needs of both internal and external users through effective and efficient communication as well as what accounting information is required by a business concern to reflect clearly the operating results of the enterprise over its operating life. Throughout the course, students will be introduced to generally accepted accounting principles, the interpretation and preparation of financial statements and how this information is recorded in the various business records.




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SMS210
Microcomputer Applications for Business
Availability
 

Prerequisite(s):

A fundamental working knowledge of Windows Operating Systems and Excel Software.

Building on the skills they have previously acquired in Excel and Windows operating systems, students will further develop their proficiency in these areas and add Access to their skill set. Throughout the course, they will apply these software skills to solve business problems.




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Marketing Certificate Courses

Above 6 Courses Plus
MRK200
Marketing II
Availability
 

Prerequisite(s):

MRK106 - Introductory Marketing I

This course continues from MARKETING I (MRK106) and relates marketing theory and concepts to the creation of effective marketing strategies and strategic marketing management. This course furthers the study of marketing planning, buyer behaviour and physical distribution. Students will also learn to identify marketing problems and to improve business performance through the application of marketing principles and practices. Using financial metrics, students will evaluate the attractiveness of marketing opportunities and the impact of marketing decision-making in a computer simulated environment.




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MRK320
Marketing: Effective Selling
Availability
 

A career in selling can focus on either industrial or retail sales. This course deals primarily with industrial selling using ethical and logical techniques that many successful salespeople use in their careers.




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2 MRK - Marketing Courses
ECN550
Economics: An Overview
Availability
 

Corequisite(s):

EAC149

This one semester course introduces economic principles relating to Canada's mixed market economy and uses these principles to examine current economic issues including the nature of markets, employment, the level of economic activity, the structure of industry, international trade, and the appropriate role of government in the Canadian economy.




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EAC894
Business Writing
Availability
 

Prerequisite(s):

EAC150 or equivalent

The ability to write clearly and directly is highly prized in organizations. In order to succeed in today's information overload world, writers must be able to effectively articulate ideas quickly, clearly and concisely in proposals, emails, reports, memos, project plans and through social media. This course focuses on creating professional-quality documents for realistic business situations, with an emphasis on audience analysis, appropriateness and editing. Other topics include formal and informal outlining techniques, how to revise for wordiness, unnecessary phrases, redundancy and jargon, and e-correspondence in an "organizational" setting.




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Business - Marketing Diploma Courses

Above 12 Courses Plus
ALW380
Business Law for Accounting
Availability
 

Prerequisite(s):

EAC150

This course will provide an introduction to Canadian Business Law with an emphasis on legal issues relevant to accounting. Topics will include: the Canadian legal system, tort law and professional liability, contract law, specific commercial contracts (including sale, insurance and employment), negotiable instruments and security interests and partnerships and corporations. Students will develop an ability to recognize and respond appropriately to legal situations that occur in an accounting environment.




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3 MRK - Marketing Courses
QNM222
Business Statistics
Availability
 

Prerequisite(s):

Successful completion of QNM106 (Mathematics of Finance).

The statistical methods of collection, analysis, presentation and interpretation of quantitative data used for making generalizations, projections and decisions under uncertain conditions are introduced. Emphasis will be on the use of both descriptive and inferential statistical techniques within the workplace. Students will utilize spreadsheet software to present and analyse data.




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3 General Education Options 3 General Education Options

Effective January 2017, EAC394 will be replaced by EAC894

Students studying online may complete ECN502 in lieu of ECN550

In order to meet Seneca's breadth requirements for diploma or advanced diploma programs, students must successfully complete at least 3 general education courses toward their program. There are two categories of General Education courses:  Arts and Humanities and Sciences & Social Sciences. All GenEd courses have been identified by category.

  • Completion of 1 course from Arts & Humanities;
  • Completion of 1 course from Sciences & Social Sciences; and
  • Completion of 1 course chosen from either category above.

College English (EAC150) is not a general education course.

Student may not use ECN501 or ECN502 as a general education course in the Business Marketing Diploma.

Marketing Courses

Any 5 of the following

MRK317
Integrated Marketing Communications 1
Availability
 

Prerequisite(s):

MRK106

Integrated Marketing Communications (IMC) involves coordinating the various marketing communication activities to develop a unified communication plan to maximize the impact on the intended target audience. Students study various components of IMC (advertising, public relations, direct response, etc.) within the context of the Canadian communications environment. Students apply what they have learned through the preparation of an Integrated Marketing Communication Plan.




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MRK410
Essentials of E-Marketing
Availability
 

Students are introduced to e-marketing through on-line activities and web-based projects. The focus is on research and analysis of Internet business and marketing strategies. Students analyze and prepare e-marketing plans, proposal presentations and development of business website prototypes.




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MRK412
Marketing Digitally
Availability
 

Prerequisite(s):

MRK106

This course introduces a variety of web-based and digital marketing approaches. Students will examine the new and fast-changing opportunities for marketers resulting from the changing use of digital media, including search engine strategies, websites, social media, and mobile communication. The course provides students with the opportunity to observe, evaluate and recommend online marketing strategies with an emphasis on measurement of online marketing activity.




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MRK455
Applied Marketing Research
Availability
 

Prerequisite(s):

MRK106, MRK200

The emphasis of this course is on marketing research as an integral part of management decision making. Through applied research in a field situation, students gain an understanding of the required steps in designing a research study to yield relevant, timely; applicable, and accurate information. Students also gain experience in applying research concepts and methods to current management problems. The course will be user oriented. Students learn to determine the marketing information needs of management, to obtain and to communicate that information.




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MRK491
Consumer Behaviour
Availability
 

Prerequisite(s):

MRK106

Behavioural science concepts, as the basis of effective marketing strategies, are examined in detail. Topics include perception and learning theory, forming and changing attitudes, the buying behaviour of various groups, the role of personal influence on buying behaviour, social and cultural impacts on the buying behaviour, a model of buying behaviour, up-to-date analysis of the effects of consumerism and consumer law on marketing strategies.




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MRK517
Integrated Marketing Communications II
Availability
 

Prerequisite(s):

It is recommended that students complete MRK317 prior to enrolling in this course.

In this course students will build on and expand their knowledge in the areas of: sales promotion, public relations, direct marketing, internet and interactive media. The course will focus on showing students how to utilize these tactics to capture the attention of the intended target market and communicate the planned message to generate a reaction.




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MRK526
Management of Marketing Channels
Availability
 

Prerequisite(s):

MRK106

The effective development and management of marketing channels is a critical factor in gaining and maintaining competitive success. Through lectures, case studies and projects, students learn to design and manage effective distribution channels. The focus is on current practices outsourcing, retailing, electronic retailing, wholesaling, and logistics. Students learn how to develop effective marketing programs for retailers and wholesalers as well as how to manage conflict and power in channel relationships.




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MRK645
Building and Maintaining Customer Relationships
Availability
 

This course is intended to develop your understanding of customer service and the skills associated with understanding the needs of customers, meeting those needs and fostering an environment that encourage customers to return. It will be of interest to anyone who works with customers, either internal or external, on a daily basis.




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MRK648
Integrated Professional Selling
Availability
 

Prerequisite(s):

MRK320

This course looks at advanced strategies for selling environments based on selling "value" instead of "price". Price discounting happens when the customer no longer sees the unique value of a product. As a result, the customer will end up price shopping between a range of products they believe deliver a relatively similar end result. The primary objective of this course is to help the sales person identify the value of their product or service; to recognize the critical elements of the customer "buying cycle"; and to develop a strategy to link the value of that buying cycle.




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MRK681
International Marketing
Availability
 

Prerequisite(s):

MRK106

The primary focus of this course is to introduce students to the international marketing concept and internationalism. Many companies come to the point where, having established the domestic market, to continue growing and building profits they find it necessary to move into international markets, but it must be based on clearly thought out quantified marketing justification. This course introduces the student to those aspects of basic marketing that are applicable to the international environment including reference to the controllable and uncontrollable elements. These elements relate to product, promotion, physical distribution, pricing, as well as to organization and staffing, import and export barriers, legal systems and jurisdictions, cultures, societies and political structures, financial requirements, risks and human resources.




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Program Outcomes

As a graduate, you will be prepared to reliably demonstrate the ability to:

  • Contribute to the development of an integrated marketing communication strategy for marketing products, concepts, goods, or services based on an identified target market.
  • Contribute to the development of pricing strategies which take into account perceived value, competitive pressures, corporate objectives, and cost analysis.
  • Contribute to the development of strategies for the efficient and effective distribution of products, concepts, goods, and services.
  • Determine strategies for developing new and modified products, concepts, goods, and services that respond to evolving market needs.
  • Analyze results of marketing activities using criteria related to budgeted sales, costs, profits, and other appropriate criteria.
  • Contribute to the development of a marketing plan including marketing objectives, marketing mix, marketing strategies, budgetary considerations, and evaluation criteria.
  • Develop strategies to establish effective working relationships with clients, customers, consumers, co-workers, supervisors, and others.
  • Communicate marketing information persuasively and accurately in oral, written, and graphic formats.
  • Analyze the viability of marketing products, concepts, goods, or services in an international market or markets.
  • Participate in conducting market research to provide information needed to make marketing decisions.
  • Develop personal professional development strategies and plans to enhance leadership, management skills, and marketing expertise.
  • Participate in the development of a business plan.
  • Apply the principles of business ethics and corporate social responsibility.
  • Use professional sales techniques to make a sale.
  • Adapt to and apply various and changing technologies, systems, and computer applications used in marketing environments.

OSAP Funding Available

This program is eligible for OSAP funding.

Course load is used by OSAP to determine funding options for programs.

If you are taking 1 - 2 courses at the same time, you may be considered for part-time student grants and loans.

  • 1 course (20%)
  • 2 courses (40%)

If you are taking 3 or more courses at the same time, you may be considered for full-time student grants and loans.

  • 3 courses (60%)
  • 4 courses (80%)
  • 5 courses (100%)

To find out if you qualify and to learn how to apply, please visit the OSAP website.

For information on other awards and financial assistance, please see Financial Aid.

Credit for Prior Learning

Prior Learning Assessment

Earn college credits for what you already know!
Prior Learning Assessment is a method of assessing and recognizing learning that is equal to college level learning, but has been gained outside a traditional classroom (through work experience, volunteering, outside study, etc.). If you can prove that the knowledge you have gained meets the outcomes of a Seneca course, then credit will be awarded.

How does the PLA process work?
Prior Learning is demonstrated through a "challenge" process. The process measures learning through a variety of methods which may include tests, portfolio assessment, interviews, demonstrations, essays, and work samples. The method used will be determined in consultation with a Program Coordinator.
For more information and to determine if you are eligible for PLA, please call the Program Coordinator.

The process may take from 6 to 8 weeks.

Note: Not all courses can be challenged. For more information go to PLA website or contact your Program Coordinator.

Transfer Credit (Advanced Standing)

Many students who enter Seneca College will have earned academic credits in post-secondary educational institutions which they may be able to apply toward completion of a Seneca College program.

Requests for Transfer Credit must be for a specific course and must be accompanied by an official transcript and course outline. A minimum grade of "C" (60 percent) is generally required for a course to be considered for Transfer Credit.

Download a Transfer Credit Request form. An official copy of your transcript and applicable detailed course outlines should be attached and submitted. Please note it may take 4 to 6 weeks for a Transfer Credit decision.

More Information

Please visit the Degree and Credit Transfer Office.

Graduation

If you meet all program requirements and become eligible for a Certificate, Diploma or Degree you must inform the Registrar by completing a Graduation Application form and paying the fee. Forms are available at the Registration office and online.

Certificates and diplomas are issued twice a year: Fall (October) and Spring (June). Graduation Application forms must be received no later than July 31 (for Fall Convocation), November 30 or March 31 (for Spring Convocation).

Minimum Performance for Graduation

Students will only be eligible to graduate with a Seneca College certificate or diploma if they have maintained an overall good standing in their current program of study. Students in degree programs will be eligible to graduate when they have obtained an average of C (2.5 GPA) in courses in the main field of study, and an average of C (2.0 GPA) in all other courses.

Pathways

Business pathways

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Diploma to Degree

Congratulations on finishing your diploma. Now you can turn it into a degree. We offer the Bachelor of Interdisciplinary Studies Degree through part-time studies here at Seneca. Please go to the Interdisciplinary Studies Degree link for more information about this program and how to apply your diploma through credit transfer.

Here are some degree options that may also be of interest to you.

Program Contacts

Julie Clark
Program Assistant
fce.business@senecacollege.ca
416.491.5050 ext.22797


Danielle Mercier
Academic Program Manager
Danielle.Mercier@senecacollege.ca
416-491-5050 ext.22504


Information Session

New students are invited to attend an information session.