MRK106 - Marketing I

Outline info
Last revision date 2018-06-26 19:37:45.698
Last review date 2018-06-26 19:37:45.7

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
MRK 106 is a one full credit subject.

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

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. Describe the new product development process.
6. Explain how ethics and social responsibility play an important role in the field of marketing.
7. Discuss marketing from a global perspective.
8. Describe how business markets differ from consumer markets.
9. Examine the role of market research in order to gain insights and take marketing actions.

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.

EAC 150 or equivalent. May be taken concurrently.  

Topic Outline

  • What is Marketing?
  • The New Marketing Landscape
  • Marketing Strategy and the Marketing Mix
  • The Marketing Environment
  • Marketing Segmentation
  • What is a Product?
  • The Nature of Distribution Channels
  • Integrated Marketing Communications
  • Pricing Considerations and Strategies

Mode of Instruction
A combination of teaching methods will be utilized which may include lectures, case studies, discussions, group and individual work.

Blended / Hybrid
Delivery is mixed, blending face-to-face instructions and facilitating out of classroom experiences, group and/or online instructions.

This subject is delivered online. This may involve the use of digital materials and/or a text, group discussions, interaction with your instructor and online activities.

Prescribed Texts
In-class and online:

Title:          The Core
Edition:      5th Canadian Edition
Author:       Kerin, Hartley, Rudelius, Bonifacio, Bureau 
Publisher:   McGraw Hill  
ISBN(13):   9781259269264

(new edition / printed copy only - for Fall 2018)

Reference Material

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
Assignments are due on the dates specified. Should extenuating circumstances arise, please contact your instructor prior to the assignment due date so that an appropriate course of action can be established. Late assignments may be subject to a penalty of up to 10% per week and will not generally be accepted beyond two weeks from the due date.

In cases of cheating or plagiarism, the College Academic Policy will prevail. Please ensure that all assignments and reports are properly documented.

Students are referred to the following website for Seneca College Library style guides, Academic Honesty Policy and Copyright guidelines:   http:/

Dates for evaluations are specified in the weekly schedule addendum to this outline. The evaluation process may include, but is not limited to, tests, exams, assignments or presentations. Any absences or missed submissions due to medical or other reasons must be supported by medical or other appropriate documentation within one (1) week of the due date. The faculty and program area must be notified immediately in the event of a missed evaluation. Upon acceptance of the documentation, the weighting of the missed deliverable will normally be applied to the final exam.

English Competency
The ability to communicate effectively is essential for success in business. Therefore, you must demonstrate English competency in this course in both oral and written work. Ensure your written work includes correct sentence structure, spelling and punctuation. Always spell check, edit and proofread your work.

Grading is based on the following marking scheme:

In-Class (14 weeks)

Assignment(s) 15%           
In-class evaluations (eg. quizzes, presentations, in-class scenerios) 15%
Midterm Test 30%
Final Exam 40%

Blended (Hybrid)
Online Assignments 10%
Midterm Test 30%
Assignment (handout) 20%
Final Exam In Class 40%

Online - through Centre for Flexible Learning cFLEX (14 weeks)
Discussion Assignments 25%
2 Assignments @ 15% each 30%
Midterm Test 15%
Final Case 30%

Online - through Centre for Flexible Learning cFLEX -Accelerated (7 weeks)
Discussion Assignments 25%
2 Assignments @ 15% each 30%
Midterm Test 15%
Final Case 30%


Academic Program Manager:
Emiliano Introcaso

Approved by: Academic Program Manager Emiliano Introcaso