MRK200 - Marketing II

Outline info
Last revision date 2018-06-26 19:37:34.266
Last review date 2018-06-26 19:37:34.268

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.


Topic Outline

  • The foundations of marketing and marketing mix in review:  A review and expansion of MRK106 and the marketing mix.
  • The strategic planning and marketing planning processes:  The What and Why behind the content of a marketing plan.
  • The customer/consumer research processes:  Learning to use the information all around you to make better marketing decisions.
  • The steps and stages in a written marketing plan:  Processes and formats to make your plan development as easy as possible.

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

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)

  - AND -

Title:          Marketing Mistakes and Successes
Edition:      12th 
Author:     Robert Hartley
Publisher:   Wiley
ISBN(13):  978-1-118-07846-4


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 and Hybrid Delivery:

Individual Marketing Plan Assignment
(Phase 1, 2, 3 @ 10% each)
30 %
Group Case Study (2 @ 15% each) 30 %
Mid-term Test 15 %
Final Exam 25 %

Online Delivery through Centre for Flexible Learning (cFlex)
Marketing Plan Proposal 10%
Marketing Plan - Phase 1 10 %
Marketing Plan - Phase 2 15 %
SWOT Assignment 15%
Mid-Term Test 15%
Participation in Discussion Forums 10 %
Final Exam * 25%

* Final Exams: The final exam for online courses must be written at the Test Centre of the College at which you registered. If you are unable to do so, please make alternative arrangements through the College at which you registered. All the academic policies of the College at which you registered apply. This includes, but is not limited to policies related to grading, supplemental exams, deferred exams and accommodations. 


Program Manager:
Emiliano Introcaso

Approved by: Academic Program Manager Emiliano Introcaso