BTB720 - Marketing Principles and Practices

Outline info
Semester
School
Last revision date 2017-05-29 00:19:52.989
Last review date 2017-08-07 00:17:12.587


Subject Title
Marketing Principles and Practices

Subject Description
This course explores the current business trend toward customer centric marketing. Students will identify and analyze customers as markets for specific products, and will examine the controllable elements within the marketing mix. This course focuses on the day to day decision making and research that marketing activities entail.

Credit Status
1 credit in the BSD program.

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

  • Assess the role of marketing within various business organizations domestically and internationally
  • Identify the needs and wants of a customer base using both quantitative and qualitative methodologies
  • Analyze the positioning of products in the marketplace using product life cycles
  • Choose to communicate status, problems and suggestions to other group members using required standard formats
  • Evaluate currently available marketing periodicals in traditional and Web-based formats
  • Document results of all analyses
  • Participate as part of a team to develop an analysis of a given marketing strategy, ensuring each required unit of work is completed on time and to specifications
  • Evaluate the components of the strategic marketing planning process
  • Analyze various types of advertisement and sales promotion using an evaluation process
  • Determine how pricing objectives and structure support pricing decisions
  • Deliver oral and Web-based presentations to communicate customer requirements summary to stakeholders

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.

    •  Execute mathematical operations accurately.

    •  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: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html 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 http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

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

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.

Prerequisite(s)
BTB520

Topic Outline

  • Defining Marketing and the marketing Process - 25%
    • Management of Profitable Customer Relationships
    • Marketing Process within Strategic Planning
    • Marketing and its Ethical and Responsible place within society
  • Understanding the Marketplace and Customers - 35%
    • The Marketing Environment
    • Managing Marketing Information
    • Buyer Behaviour BTB and BTC
  • Customer Driven Marketing Strategies and Marketing Mix Development - 40%
    • Target Identification and Segmentation
    • Product and Branding Strategies
    • New product development and Product life cycles
    • Pricing and Channel Management
    • Marketing Communications
    • Internet Marketing

Mode of Instruction
Two hours interactive lecture per week, and two hours activity-based earning per week (four hours total)

Prescribed Texts

  • Marketing Real People Real Decisions; Solomon, Marshall and Stuart; 4th Canadian Edition, Pearson; ISBN# 978-0-13-262631-6

Reference Material

  • Marketing an Introduction, 3rd Edition by Armstrong ISBN  0-135-08406-7 published by Pearson Education 

Required Supplies

  • None

Student Progression and Promotion Policy

  • Satisfactorily complete all assignments
  • Pass the weighted average of all assessments
  • Pass the final exam
  • Successfully complete all of the assignments and exercises. Submissions that do not meet specifications will be returned to the student for revision and resubmission.

http://www.senecapolytechnic.ca/about/policies/student-progression-and-promotion-policy.html

Grading Policyhttp://www.senecapolytechnic.ca/about/policies/grading-policy.html

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.senecapolytechnic.ca/about/policies/academics-and-student-services.html) or at Seneca's Registrar's Offices.(https://www.senecapolytechnic.ca/registrar.html).


Modes of Evaluation

Assignments 50%
Tests 25%
Final Exam 25%

Approved by: Mary-Lynn Manton