MKM806 - Marketing in Action

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Last revision date 2013-01-10 10:21:20.06
Last review date 2013-01-10 10:21:20.06

Subject Title
Marketing in Action

Subject Description
In "Marketing in Action", students work individually and in groups to research current marketing trends, apply them to real-life situations and lead in-class discussions to examine how external trends affect marketing strategy. Through this process, students will assess the impact of these trends on an organization's ability to attain its goals, and recommend a suitable marketing response. Using a computer simulation, students will assume the role of marketing managers, conducting market analysis to identify attractive marketing opportunities, and developing marketing plans to achieve company goals in a competitive environment. Students will also develop their marketing professionalism and networking abilities through involvement in American Marketing Association activities.

Credit Status
One credit will be granted upon successful completion of this subject in the Marketing Management Certificate Program.

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

1. Apply key marketing frameworks and market analysis skills to evaluate customer demand, competition, marketing opportunities and threats.
2. Translate organizational goals into measurable performance targets, and formulate marketing strategies to achieve these objectives in a competitive environment.
3. Identify market segments, and evaluate their attractiveness relative to the firm's distinctive competencies and objectives.
4. Apply sales forecasting techniques to estimate product demand.
5. Apply Market Research, MIS and pro forma financial data to marketing strategy decisions.
6. Conduct effective research and analysis and apply relevant information/data to marketing decision-making and reports.
7. Stimulate strategic thought through case preparation on relevant marketing issues, and lead in-class discussions which explore the issues.
8. Develop professionalism and networking abilities through participation in American Marketing Association events and activities.
9. Demonstrate proficiency and adaptability in the use of relevant technology and software applications by integrating appropriate technology and multi-media to the production of effective marketing reports and presentations.
10. Develop team project management and performance evaluation skills by demonstrating the ability to work productively in a team to accomplish a goal.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

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 Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.