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Business Administration - Marketing

Program Learning Outcomes

This Seneca program has been validated by the Credential Validation Service as an Ontario College Credential as required by the Ministry of Training, Colleges and Universities.

As a graduate, you will be prepared to reliably demonstrate the ability to:

  • Develop a marketing* plan that will meet the needs or goals of a business or organization.
  • Develop an integrated marketing communication plan* for marketing of a product*, concept, good, or service based on an identified market need or target.
  • Determine strategies for the development of new and/or modified marketing concepts, products*, goods, and/or services that respond to evolving market needs.
  • Determine strategies for the efficient and effective placement/distribution of a product*, good, and/or service that respond to an evolving market.
  • Determine the impact of using different marketing strategies for a product, concept, good and/or service, on the finances, return on investment (ROI), and business goals of an organization.
  • Analyze the viability of a concept, product*, good, and/or service in local, national or global markets.
  • Conduct market research* to provide information needed to make marketing* decisions.
  • Communicate marketing* information persuasively and accurately in oral, written, graphic and interactive media* formats.
  • Plan, prepare and deliver an effective sales presentation or pitch to address the needs of the client.
  • Develop strategies with clients, customers*, consumers*, co-workers, supervisors, and others to maintain and grow working relationships
  • Develop learning and development strategies to enhance professional growth in the field.
  • Apply entrepreneurial strategies to identify and respond to new career opportunities that might include contract employment, and self-employment initiatives.
  • Apply and contribute to a framework of organizational policies and practices, when conducting business of the organization.
  • Apply the principles of business ethics and corporate social responsibility to business decisions.

Glossary of Terms

Consumer – the individuals that make up the available market.

Marketing - the act of directing needs satisfying products, goods and services from a producer to a consumer through a process of anticipating and reacting to consumer or customer needs.

Marketing Research - the design, collection, analysis, and communication of information related to the marketing function of an organization.

Product - in marketing, a product is anything that can be offered to a market that might satisfy a want or need. In retailing, products are called merchandise. In manufacturing, products are bought as raw materials and sold as finished goods.