MRK200 - Marketing II

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Last revision date 2018-07-03 10:26:55.967
Last review date 2018-07-03 10:26:55.967

Subject Title
Marketing II

Subject Description
This subject continues from MARKETING I (MRK 106) and relates marketing theory and concepts to the creation of effective marketing strategies and strategic marketing management. This subject advances the study of marketing planning, buyer behaviour and market research distribution. Using metrics, students will evaluate the attractiveness of marketing opportunities and the impact of marketing decision-making. The successful student will be able to demonstrate the ability to solve marketing problems employing creative thinking and a disciplined application of marketing theory and principles. The student will be able to develop marketing strategies and make marketing decisions which achieve corporate objectives within the consumer, organizational and nonprofit sectors of the Canadian business environment.

Credit Status
One full credit.

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

  1. Prepare positioning statements and marketing strategies for "real world" situations.
  2. Draw conclusions and make marketing recommendations based on numerical and financial analysis.
  3. Analyze and solve marketing problems using various models and frameworks (e.g. SWOT, 5C's etc).
  4. Interpret market research findings.
  5. Formulate achievable, measurable marketing objectives.
  6. Interact with others in groups or teams in ways that contribute to effective working relationships and achievement of goals.
  7. Illustrate how product and branding decisions, packaging, and labelling create value.
  8. Explain the differences between product and service marketing.
  9. Describe the importance of marketing channels of distribution including retail distribution.
  10. Describe promotional strategies and how they help meet a firm’s marketing objectives.
  11. Recognize the various pricing strategies and identify the factors affecting price setting.
  12. Create and present a comprehensive and integrated marketing plan.

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 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.