MRK106 - Marketing I

Outline information
Semester
Schools offering this subject
Last revision date 2016-11-21 16:38:50.706
Last review date 2016-11-28 10:19:32.396

Subject Title
Marketing I

Subject Description
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 subject introduces students to the fundamental marketing concepts used by profit oriented business organizations to satisfy final consumers.

Credit Status
MRK106 is a one full credit subject.

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

1. Explain how the marketing mix (4Ps: product, price, promotion, and place) meets the needs of a target market.
2. Explain the role of market segmentation, target marketing and positioning in marketing strategy development.
3. Examine the trends and forces in the external marketing environment and how they affect marketing decision making.
4. Discuss how consumer product classifications, the product life cycle (PLC) and the consumer adoption process affect marketing strategy decisions.
5. Illustrate how packaging, labelling and branding decisions create value.
6. Discuss the factors used to select a marketing channel and how a firm’s supply chain aligns with its marketing strategy.
7. Design an integrated marketing communications (IMC) program.
8. Understand the various pricing strategies and identify the factors affecting price setting.
9. Explain the three stages of the marketing planning process.

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.

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.

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.

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 http://library.senecacollege.ca for further information regarding cheating and plagiarism policies and procedures.

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