ECD714 - Marketing Early Childhood Education

Outline info
Last revision date 2018-07-09 08:52:44.967
Last review date 2018-07-09 08:52:44.968

Subject Title
Marketing Early Childhood Education

Subject Description
Students examine marketing principles and practices as they apply to the manager's role in the operation of early childhood education centre. Participants will research and develop marketing plans through the identification of the needs of clients and market demands, including SWOT and PEST analyses. Strategies for effective program marketing, publicity, and promotion will be determined and evaluated for effectiveness. Through discussions, presentations, readings, research, assignments and practical applications, students have the opportunity to prepare and evaluate effective marketing plans.
This program is designed for professionals with an Early Childhood Education Diploma or recognized equivalent, who are now, or would like to be, administrators of child-care services. The program may also be of interest to child-care administrators who are: - currently learning "on the job" - early childhood educators seeking career advancement - employers encouraging staff development and training.

Credit Status
One credit towards the Early Childhood Administration Post-Diploma Certificate Program

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

1. Demonstrate an understanding of marketing and the ways in which it applies to the field of Early Childhood Education
2. Identify the need for marketing in the childcare field
3. Assess the needs of their organization from a marketing perspective
4. Discuss the concept of a target market
5. Demonstrate and understanding of resources and ways to make the most effective use of those resources
6. Develop, evaluate and modify a marketing business plan for ECE programs
7. Discuss the role of volunteers and fundraising in a marketing plan pertinent to ECE communities

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.

An Early Childhood Education Diploma or equivalent and attendance at the mandatory orientation session. 

Topic Outline
1. Introduction/ Course Review
2. Mission Statement
3. Environmental Scan
4. Initial Marketing Plan
5. Flyer Development
6. Brochure Development
7. Marketing Plan
8. Budget
9. Staff/ Parent motivation
10. Volunteer recruitment
11. community and Business (Corporate) Resources
12. Advertising
13. Marketing Challenges
14. Review

Mode of Instruction
Lectures, group discussion, case studies and videos. 

Prescribed Texts

Online: None

Inclass  Texts and Resources:

Day Nurseries Act and Regulations;By Publications Ontario;

Healthy Foundations in Early Childhood Settings, 4th Edition, 2009;By B. Pimento and D. Kerested, Nelson Education, (PKG.) ISBN#978-0176580674

Administering for Quality: Canadian  Early Childhood Development Programs, 3rd edition;By Yeates, McKenna, Warberg & Chandler; Pearson Education, ISBN#978-0132113588

Getting To Yes, 3rd  Edtion, By Roger Fisher and William Ury; Penguin; ISBN # 09780143118756

CECE Code of Ethics and  Standards of Practice web site:

Reference Material
A Writer's Resource, 3rd edition
By Maimon, Peritz, Rubens, McGraw Hill, ISBN#9780070685840

Required Supplies

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation
Students must retain a duplicate of all assignments.  All assignments are due in hard copy form at the beginning of class. Late assignments will be subject to the following penalties:
After the start of class to one week late: 10% of total assignment grade will be deducted.
Second week late: 20% of total assignment grade will be deducted . If the assignment is not submitted within the two weeks after the due date it will be assumed that the student chooses not to submit the assignment and a grade of 0 will be assigned. The final grade will be calculated by adding the grades for the assignments submitted.

Students must request an extension for assignments in writing before the assignment due date. Extensions will be granted on an individual basis and many require submission of documentation to verify lateness. The instructor will determine any grade penalty that may apply.

Assignments / Presentations are to be grammatically correct, and marks will be deducted for errors in spelling, grammar, capitalization and punctuation.  It is expected that students have a sufficient command of the English language to express their thoughts clearly in both written assignments and class discussions.

All assignments / presentations must be cited.  Students are referred to the following web site for Seneca College library APA Style Guide for citation and Guide to Integrating Quotations (APA Style): Sources/mla_guide.html

Students are strongly encouraged to attend all classes and assessments (online - participate in all learning activities). .  It is your responsibility to cover any missed materials.   Presentations or exams missed without sufficient documented reason, will result in a grade of zero for the missed assessment(s).

The student must attain a combined grade of at least 50% on the term work and the final exam to pass the course.  For further information on evaluation and academic standing, see a copy of the Academic Policy available at Seneca registration offices or online at: GRADING POLICY

Inclass Evaluations: 

Grading is based on the following marking scheme:

    Mission Statement             20%
    Volunteer Plan                   20%
    Marketing Plan                  25%
    Flyer/Brochure                  25%
    Class Presentation            10%

Online Evaluations: 
 100%  Assignments and presentations


Approved by: Sandra Noble