BTB720 Course Outline

Course Code: BTB720
Course Name: Marketing Principles and Practices
Offered Date: Fall - 2017 | Other versions
Print Outline
Course 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.
Prerequisite: BTB520
Mode of Instruction: Two hours interactive lecture per week, and two hours activity-based earning per week (four hours total)
Learning Outcomes:
  • 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
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.|
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
Prescribed Text(s):
  • 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 
  • None
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.
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 (http://www.senecacollege.ca/academic-policy) or at Seneca's Registrar's Offices.

Assignments 50%
Tests 25%
Final Exam 25%

Approved By:
Mary-Lynn Manton
Cheating and Plagiarism:
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on http://library.senecacollege.ca for further information regarding cheating and plagiarism policies and procedures.
Discrimination and 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@senecacollege.ca.
Accomodation 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 Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Program Information