RCM702 - Sales and Marketing for Retirement Communities

Outline info
Semester
School
Last revision date 2017-07-26 10:27:50.367
Last review date 2017-07-26 10:27:50.368


Subject Title
Sales and Marketing for Retirement Communities

Subject Description
This subject introduces the student to consumer-based services marketing and sales as applied to the Long Term Care and Retirement Communities industry.  Students will define marketing and demonstrate an understanding of consumer behaviour, market segmentation, the marketing mix, application to the marketing plan, and the principles of selling.

Credit Status
One full credit.

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

  1. Define the principles of sales and marketing in the seniors' industry.
  2. Complete market research activities to identify the client in a diverse seniors' population.
  3. Provide interpretation and analysis of routine marketing data and plans to inform departmental activities.
  4. Develop and evaluate operational marketing strategies that effectively address access to a diverse client market.
  5. Create and operationalize in-house promotion and tours.
  6. Apply the ABC principle of selling to Retirement Communities situations, including using effective personal selling techniques, up-selling, and making sales calls.
  7. Prepare and deliver sales presentations using various techniques.
  8. Demonstrate an understanding of principles of event planning.
  9. Develop marketing strategies to improve fundraising.

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.

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.

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.

Prerequisite(s)
RCM 700

Topic Outline

  • Knowing Your Market.
  • Housing and Care Options.
  • Positioning Your Product.
  • The Sales Environment.
  • Feasibility Study.
  • Marketing Budget.
  • Marketing Plan.
  • Advertising.
  • Direct Mail.
  • Community Outreach.
  • Website.
  • Media Relations.
  • Marketing Materials.
  • Sales.
  • Marketing Administration.
  • Managing the Marketing Function.

Mode of Instruction
Online
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
Online:

No text required.

Reference Material
None.

Required Supplies
None.

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)
OR
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online (http://www.senecacollege.ca/academic-policy) 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:/senecacollege.ca/library

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:

10 Assignments 100%

ONLINE DELIVERY:  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.

Please retain this course outline document for future educational and/or employment use.

Academic Program Manager:
Emiliano Introcaso

Approved by: Chair - Business Studies Danielle Mercier