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Marketing Management

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 Colleges and Universities.

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

  • Formulate a marketing* plan that will meet the needs or goals of a business or organization.
  • Develop an integrated marketing communications plan* for a product*, concept, good and/or service based on an identified market need or target.
  • Formulate strategies for developing new and/or modified products*, concepts, goods and services that respond to evolving market needs.
  • Develop strategies for the efficient and effective placement/ distribution of products*, concepts, goods, and services that respond to evolving markets.
  • Evaluate 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.
  • Evaluate the viability of a concept, product*, good and/ or service in a local, national or international 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 a sales presentation or pitch that addresses the needs of the client.
  • Develop strategies with clients, customers, and consumers* and others to grow and maintain relationships.
  • Develop learning and development strategies and plans 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.
  • Participate in 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.
  • Employ the management techniques of planning, organizing, directing, and controlling of marketing functions and activities in response to the business needs of the organization.

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.