MRK200 - Marketing II

Outline info
Last revision date 2015-01-06 14:43:26.423
Last review date 2015-01-06 14:43:26.445

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 analysis.
3. Calculate market and sales potential.
4. Analyze and solve marketing problems using various models and frameworks (e.g. SWOT, 5C's etc).
5. Interpret market research findings.
6. Formulate achievable, measurable marketing objectives.
7. Evaluate marketing performance and recommend corrective action if necessary.
8. Interact with others in groups or teams in ways that contribute to effective working relationships and achievement of goals.

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.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

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 Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

MRK106 (or the average of MRK104 and MRK105) with a minimum grade of "C".

Topic Outline
Will be provided by PROFESSOR in class.

Mode of Instruction
A variety of instructional modes may be used, including, but not limited to: lectures, independent study, case analysis, class discussion, team and independent assignment projects.

Prescribed Texts

Crane, Kerin, Hartley, and Rudelius, Marketing, Eighth Canadian edition, McGraw-Hill Ryerson, ISBN: 978-007000990-5.  The bookstore carries both the hardcover and the PIN codes for an electronic edition.
Seneca Libraries. Guide to Research and Citation: MLA Style. 4th ed. Toronto: Seneca College, 2011. Print.
Learning Centre
Peer Tutoring, in a number of subject areas, including English, Math, Critical Thinking, Time Management and Study Skills is available, at no cost, through the learning Centre. To obtain more information, visit the Learning Centre located in the Learning Commons at Markham Campus or log onto
Additional References
Students are referred to the following web sites for the Seneca College Library MLA Style Guide and Guide to Integrating Quotations (MLA Style):

Reference Material

The following are examples of reference material that will assist you in this subject:
Newspapers (news and business reports)
Business periodicals (ex: Marketing Magazine)
Television and radio business programming

Student Progression and 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

Marketing Plan Project: Report 1 10%
Marketing Plan Project: Report 2 15%
Case Study Analysis: Individual 10%
Case Study Analysis: Team 10%
Marketing Plan Presentations 10%
Mid-term Exam 20%
Final Exam 25%
TOTAL 100%

A page entitled Evaluation Modes will be given to you by your professor. It provides the specific breakdown of what assignments, tests, quizzes, etc. you are responsible for completing and when.

Professionalism:  All students are expected to demonstrate professionalism, as outlined in the document, Marketing Programs: Guidelines and Policies on Professionalism.  Failure to demonstrate the required professionalism will result a deduction of up to 10% from the final grade for the course.  Alternately, demonstrating exceptionally strong professionalism can result in an increase of up to 5% in the final grade.  TheMarketing Programs: Guidelines and Policies on Professionalism document will be provided by your Professor.  Please refer to it for additional information.

Tests and Exams; Assignments, Reports, Projects, and other Term Work
All assignments and written reports must be submitted at the BEGINNING of the class in which they are due (or at the precise time noted by your professor, where otherwise specified). Any assignment or report that is submitted late will be given a grade of zero (0%).   Similarly all tests and exams must be written on the date scheduled.  Missed tests or exams will result in a grade of zero (0%).

All students are reminded of their responsibilities as outlined in Seneca’s Academic Policy, including the requirement that all material from other sources must be properly cited using the MLA method.  Plagiarism (the use of the work of others, without appropriate citation) and other forms of cheating will be treated as academic dishonesty; penalties include a mark of zero, a notation on the student’s transcript, and suspension from the college.

Lateness due to illness or family death is acceptable with submission of the proper documentation. Other extenuating circumstances may be considered by the Professor – it is your responsibility to contact your instructor prior to the assignment due date so an appropriate course of action can be agreed upon. 

It is important that your work present a professional image; sloppiness, spelling and grammar errors weaken your work, and will result in lower grades. All written assignments must be word processed using a computer. Note: It is your responsibility to keep a back-up copy of all your work for your records. If you need to produce this and cannot, you will receive a grade of zero. Cite all supporting material.

Approved by: Margaret Osborne