Course Outline School:

Business

Department:

Graduate Studies

Course Title:

Marketing

Course Code:

MKTG 716

Course Hours/Credits:

56

Prerequisites:

N/A

Co-requisites:

N/A

Eligible for Prior Learning, Assessment and Recognition:

Yes

Originated by:

Danica Lavoie

Creation Date:

Fall 2011

Revised by:

Danica Lavoie

Revision Date:

Summer 2014

Current Semester:

Summer 2015

Approved by:

Chairperson/Dean

Students are expected to review and understand all areas of the course outline. Retain this course outline for future transfer credit applications. A fee may be charged for additional copies. This course outline is available in alternative formats upon request.

MKTG 716

CENTENNIAL COLLEGE

Marketing

Course Description This course introduces the student to how the marketing function contributes to helping successful organizations run their businesses by identifying customer needs and creating, delivering and managing customer value. Students will examine how organizations determine which customers to serve and what these customers want, and how strategies – product, pricing, channels and communications – are developed, integrated and implemented, to address customer needs. This course is offered in Centennial College’s Graduate Certificate Programs and as such, subject matter is treated in a manner consistent with its graduate status.

Program Outcomes Successful completion of this and other courses in the program culminates in the achievement of the Vocational Learning Outcomes (program outcomes) set by the Ministry of Training, Colleges and Universities in the Program Standard. The VLOs express the learning a student must reliably demonstrate before graduation. To ensure a meaningful learning experience and to better understand how this course and program prepare graduates for success, students are encouraged to review the Program Standard by visiting http://www.tcu.gov.on.ca/pepg/audiences/colleges/progstan/. For apprenticeship-based programs, visit http://www.collegeoftrades.ca/training-standards.

Course Learning Outcomes The student will reliably demonstrate the ability to: 1. Debate and justify the contribution of socially responsible and ethical marketing to the overall success of organizations. 2. Describe the steps in the marketing process: understanding the marketplace and customer needs and wants, designing a customer-driven marketing strategy, constructing an integrated marketing program that delivers superior customer value, building profitable customer relationships and capturing value from customers to create profits and customer equity. 3. Outline the contents of a marketing plan. 4. Examine the methods used by customer-focused companies to determine the needs and wants of individual consumers and organizational customers, and illustrate how these methods lead to the identification of market segments, the selection of target markets, and the development of a value proposition through differentiation and positioning. 5. Outline the four components of the marketing mix – product, pricing, channels and marketing communications – and describe how the integration of these components is essential to the development of a cohesive marketing strategy. 6. Examine how the integration of the marketing mix into a comprehensive marketing strategy leads to the creation of customer value. 7. Through case analysis and critical thinking exercises, analyze the marketing efforts of various organizations, and formulate recommendations for courses of action.

Essential Employability Skills (EES) The student will reliably demonstrate the ability to*: 1. Communicate clearly, concisely and correctly in the written, spoken, and visual form that fulfills the purpose and meets the needs of the audience. THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

2

MKTG 716

CENTENNIAL COLLEGE

Marketing

2.

Respond to written, spoken, or visual messages in a manner that ensures effective communication. 4. Apply a systematic approach to solve problems. 5. Use a variety of thinking skills to anticipate and solve problems. 6. Locate, select, organize, and document information using appropriate technology and information systems. 7. Analyze, evaluate, and apply relevant information from a variety of sources. 8. Show respect for diverse opinions, values belief systems, and contributions of others. 9. Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals. 10. Manage the use of time and other resources to complete projects. 11. Take responsibility for one's own actions, decisions, and consequences. *There are 11 Essential Employability Skills outcomes as per the Ministry Program Standard. Of these 11 outcomes, the following will be assessed in this course.

Global Citizenship and Equity (GC&E) Outcomes The student will reliably demonstrate the ability to*: 5. Identify and challenge unjust practices in local and global systems. 6. Support personal and social responsibility initiatives at the local, national or global level. *There are 6 institutional Global Citizenship & Equity outcomes. Of these 6 outcomes, the following will be assessed in this course.

Text and other Instructional/Learning Materials Text Book(s): Armstrong, Gary, Kotler, P., Trifts, V. Buchwitz, L., Marketing: An Introduction. Fifth Canadian Edition. Pearson Canada. 2015. ISBN: 0-13-337314-1

Evaluation Scheme ➮ Individual Research Assignment: Topics assigned by professor will relate to current trends in marketing. ➮ In-Class Assignments: Assignments, cases, exercises or quizzes. ➮ Global Citizenship & Equity Assignment: Examination of marketing's impact on social issues. ➮ Group Assignment: Compare and contrast the marketing strategies of specific companies, as assigned by the professor. ➮ Test #1: Test on Chapters 1-7 ➮ Test #2: Test on Chapters 8-14 Evaluation Name

CLO(s)

Individual Research Assignment In-Class Assignments Global Citizenship & Equity Assignment Group Assignment

4, 6 7 1, 7 4, 5, 6, 7

Test #1 Test #2 Total

2, 3, 5 3, 5

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

EES GCE Weight/100 Outcome(s) Outcome(s) 1, 6, 7, 10 10 4, 5, 7, 10 15 6, 7, 10, 11 5, 6 5 1, 2, 6, 7, 20 8, 9, 10, 11 1, 2 25 1, 2 25 100%

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MKTG 716

CENTENNIAL COLLEGE

Marketing

If students are unable to write a test they should immediately contact their professor or program Chair for advice. In exceptional and well documented circumstances (e.g. unforeseen family problems, serious illness, or death of a close family member), students may be able to write a make-up test. All submitted work may be reviewed for authenticity and originality utilizing Turnitin®. Students who do not wish to have their work submitted to Turnitin® must, by the end of the second week of class, communicate this in writing to the instructor and make mutually agreeable alternate arrangements. When writing tests, students must be able to produce official College photo identification or they may be refused the right to take the test or test results will be void.

Student Accommodation It is College Policy to provide accommodation based on grounds defined in the Ontario Human Rights Code. Accommodation may include modifications to standard practices. Students with disabilities who require academic accommodations must register with the Centre for Students with Disabilities. Students requiring accommodation based on other human rights grounds should talk with their professors as early as possible. Please see the Student Accommodation Policy.

Use of Dictionaries •

Dictionary use is not permitted in test or examination settings.

Program or School Policies N/A

Course Policies n/a

College Policies Students should familiarize themselves with all College Policies that cover academic matters and student conduct. All students and employees have the right to study and work in an environment that is free from discrimination and harassment and promotes respect and equity. Centennial policies ensure all incidents of harassment, discrimination, bullying and violence will be addressed and responded to accordingly. Academic honesty is integral to the learning process and a necessary ingredient of academic integrity. Academic dishonesty includes cheating, plagiarism, and impersonation. All of these occur when the work of others is presented by a student as their own and/or without citing sources of information. Breaches of academic honesty may result in a failing grade on the assignment/course, suspension or expulsion from the college. For more information on these and other policies, please visit www.centennialcollege.ca/aboutcentennial/college-overview/college-policies. THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

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MKTG 716

CENTENNIAL COLLEGE

Marketing

Students enrolled in a joint or collaborative program are subject to the partner institution's academic policies.

PLAR Process This course is eligible for Prior Learning Assessment and Recognition (PLAR). PLAR is a process by which course credit may be granted for past learning acquired through work or other life experiences. The PLAR process involves completing an assessment (portfolio, test, assignment, etc.) that reliably demonstrates achievement of the course learning outcomes. Contact the academic school to obtain information on the PLAR process and the required assessment. This course outline and its associated weekly topical(s) may not be reproduced, in whole or in part, without the prior permission of Centennial College.

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

5

MKTG 716

CENTENNIAL COLLEGE

Marketing

Topical Outline (subject to change): Week 1

2

Topics

Readings/Materials

Weekly Learning Outcome(s)

Introduction to the course

Course outline E-Centennial

Introduction to the course, expectations and each other.

Marketing: Creating and capturing customer value

Textbook: Chapter 1

Introduction to E-Centennial.

Company and Marketing Strategy

Introduction to the text.

Chapter 2

Instructional Strategies Icebreaker in Week 1. Class discussion and case discussion, videos and end-of-chapter cases and exercises used throughout the semester.

Evaluation Name In-class quizzes and assignments

Evaluation Date Week 2-13

Define marketing and outline the five major steps in the marketing process. Identify the key elements in a modern marketing system and in a customer-driven marketing strategy and marketing program. Outline and explain the five core marketplace concepts. Discuss the changing nature of customer relationships, and identify strategies for creating value for customers and capturing value from customers in return. Describe the major trends and forces that are changing the marketing landscape in this age of relationships. Diagram an expanded model of the marketing process. Outline the four steps in the strategic planning As per Week 1. process and describe marketing’s role in that process. Illustrate how a business portfolio is designed using the Boston Consulting Group matrix. Diagram a product/market expansion grid, and describe the resulting strategies for growth. Outline the main components of a customer driven marketing strategy: segmentation, target marketing, positioning & differentiation, the four components of the marketing mix: product, price, place & promotion and the four Cs of marketing: customer solution, customer cost, convenience and communication. Outline and describe the main components of a SWOT analysis.

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

6

MKTG 716

Week

3

4

5

CENTENNIAL COLLEGE

Topics

Sustainable Marketing, Social Responsibility and Ethics

Analyzing the Marketing Environment

Managing Marketing

Readings/Materials

Chapter 3

Chapter 4

Chapter 5

Weekly Learning Outcome(s)

Marketing

Instructional Strategies

Evaluation Name

Evaluation Date

Describe the main activities that are part of the marketing, planning, implementation and control cycle. Outline the contents of a marketing plan. Discuss the issues and challenges marketers face in measuring and managing Return on Marketing Investment (marketing ROI). Define sustainable marketing and discuss its As per Week 1. importance. Discuss and appraise the major social and ethical criticisms of marketing. Identify the major citizen, trade, government and professional groups that regulate marketing in Canada. Define consumer activism and environmentalism and explain how they affect marketing strategies. Diagram the environmental sustainability portfolio, and examine its impact on marketing activities. Describe the principles of sustainable marketing. Identify and describe the Ten Privacy Principles that govern the protection of personal privacy in Canada. Explain the role of ethics in marketing. Describe and diagram major microAs per Week 1. environmental forces that affect a company’s ability to serve its customers: the company, its suppliers, intermediaries, customers, competitors and publics. Describe and diagram major macroenvironmental forces that affect a company’s ability to serve its customers.

Global Citizenship & Equity Assignment due (5%)

Identify the key changes marketers are facing in today’s demographic, economic, natural, technological, political and cultural environments, both in Canada and worldwide. Explain some of the actions marketers take to influence some of these changes. Explain the role and importance of marketing As per Week 1.

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

7

MKTG 716

Week

CENTENNIAL COLLEGE

Topics

Readings/Materials

Information to Gain Insights

6

7

Understanding Consumer and Business Buying Behaviour

Segmentation, Targeting and Positioning

Weekly Learning Outcome(s)

Marketing

Instructional Strategies

Evaluation Name

Evaluation Date

information in gaining insights about customers. Diagram the marketing information system and explain each of its components. Outline the steps in the marketing research process and identify where and how marketers obtain information.

Chapter 6

Chapter 7

Compare and contrast secondary and primary data, quantitative and qualitative research, survey and experimental research and probability and non-probability samples. Explain how companies analyze and use marketing information. Discuss the public policy and ethical issues that marketing researchers face. Identify the major factors that influence As per Week 1. consumer buying behaviour. Diagram and explain the stages in the consumer buyer’s decision process. Diagram Maslow's hierarchy of needs. Describe the adoption process and consumer behaviour for new products.

Research Assignment due (10%)

Describe the nature of business-to-business markets. Diagram business buying behaviour and the influences on that behaviour. Outline and diagram the eight stages in the business buying process and the three different types of buying situations. Compare and contrast consumer and business buying behaviour. Describe the four activities involved in the As per Week 1. design of a customer-driven marketing strategy: segmentation, targeting, differentiation and positioning and explain how they work together to create value for targeted customers. Identify the four major categories of segmentation variables for consumer markets and illustrate examples within each Identify additional variables that are used to

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

8

MKTG 716

Week

CENTENNIAL COLLEGE

Topics

Readings/Materials

Weekly Learning Outcome(s)

Marketing

Instructional Strategies

Evaluation Name

Evaluation Date

segment business and international markets.

8

9

Test on Chapters 1-7 Test Developing and Managing Products and Services

For class 2, read Chapter 8 up to page 294.

Developing & Managing Products and Services

rest of Chapter 8 Chapter 9

Brand Strategy and Management)

10

Pricing: Understanding and Capturing Customer

Chapter 10

Outline the requirements that must be met if segmentation is to be effective. Identify the criteria used to evaluate market segments. Compare and contrast undifferentiated, differentiated, niche and micromarketing target marketing strategies. Explain what is meant by local marketing, individual marketing, mass customization and socially responsible target marketing. Compare and contrast differentiation and positioning. Describe the five possible value propositions. Test on chapters 1-7

Test #1(25%)

Define the term “product” from a marketing As per Week 1. perspective. Diagram and explain the eight stages in the new product development process. Diagram and explain the stages of the product life cycle. Compare and contrast the normal product life As per Week 1. cycle with the life cycle for styles, fashions and fads. List the major classifications of products and services. Identify the four characteristics that distinguish services marketing from product marketing Describe the concept of a brand and explain the strategic decisions marketers make in managing brands. Explain how brands are represented and the role of brand personality & brand equity. Explain how brands are developed and managed and the role of communications in brand management. Define price from a marketer's perspective. As per Week 1. Distinguish between cost and price and compare and contrast value-based and cost-

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

9

MKTG 716

Week

CENTENNIAL COLLEGE

Topics

Readings/Materials

Value

11

Marketing Channels

Weekly Learning Outcome(s)

Marketing

Instructional Strategies

Evaluation Name

Evaluation Date

based pricing methodologies. Explain the relationship between price and demand and the concept of price elasticity. Discuss how marketing strategy, market structure, competition and macroenvironmental forces affect pricing decisions.

Chapter 11

Differentiate between the following newproduct pricing approaches: market skimming, market penetration. Describe the strategies companies use to price product mixes. Describe the seven price adjustment strategies and discuss the rationale behind each. Discuss some of the issues raised when a company must initiate or respond to a price change. Explore issues relating to public policy and pricing. List and describe the major types of As per Week 1. marketing channel partners. Explain why companies need channel partners, and describe the roles and responsibilities channel partners may perform. Compare and contrast direct versus indirect channels. Define disintermediation and explain its impact on marketing channels. Describe the major methods of organizing channel members and the problems that can arise in managing channels. Compare and contrast intensive, selective and exclusive distribution. Describe the importance of retail in Canada and list and briefly describe the major types of retailers. Name and describe the current trends in retail marketing (including online retailing) and describe the new technologies retail marketers are employing.

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

10

MKTG 716

Week

12

13

14

CENTENNIAL COLLEGE

Topics

Communicating Customer Value: Advertising, Public Relations, Direct & Online Marketing

Personal Selling and Sales Promotion

Review

Readings/Materials

Chapter 12 Chapter 14

Chapter 13

Chapters 8-14

Weekly Learning Outcome(s)

Marketing

Instructional Strategies

Evaluation Name

Evaluation Date

Describe the role of supply chain management and logistics management in a company's distribution system. Identify the five major forms of marketing As per Week 1 communications and explain why they should be integrated. Compare and contrast a push versus pull strategy. Identify three methods of determining a budget for marketing communications. Identify the three main objectives of advertising and how advertising budgets are determined. Evaluate the advantages and disadvantages of major media types. Identify the major functions & tools of public relations. Discuss the new direct marketing model and its benefits to both buyers and sellers. Describe the importance of customer databases in the context of direct marketing. Identify the eight major forms of direct marketing. Discuss how online marketing is conducted through the use of Web sites, online ads, social networks, email and mobile marketing. Discuss the public policy issues that are relevant to direct marketing. Discuss the role of a company’s salespeople As per Week 1. in creating value for customers. Identify the major steps in setting up and managing a sales force. Outline the steps in the personal selling process. Distinguish between trade and consumer sales promotion, and provide examples of each. Explain how sales promotion campaigns are developed and implemented. Submit questions for review and in-class discussion.

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

Group Assignment due (20%)

Review. 11

MKTG 716

Week

CENTENNIAL COLLEGE

Topics

Readings/Materials

Weekly Learning Outcome(s)

Test on Chapters 8-14

Marketing

Instructional Strategies

Evaluation Evaluation Name Date Test #2 (25%)

Test on Chps 8-14.

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

12