last updated 2018 Nov 30
check Twitter regularly for quick updates on topics in this course twitter.com/profwitiger
.
SENECA COLLEGE, TORONTO`
.

Marketing 9th Ed.
by Crane et al
used in 2015, 2016

Marketing 10th Ed.
used in 2017
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MRK 106 MARKETING 
As Taught by
Prof. Tim Richardson 
Sept - Dec 2018
This page may also be used by students of Prof. Kanitz and Prof. Osborne
....
http://www.witiger.com/marketing/marketingIsBad.htm
for MRK106 Section MMT (Mon-Thu) log in here  http://connect....mrk106-mmt(needs updating)
for MRK106 Section MMS (Tue-Thu) log in here http://connect....mrk106-mms(needs updating)
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course outline senecac.on.ca/ssos/findOutline.do?termCode=20183&subjectCode=MRK106&schoolCode=0s58289
in 2017 the chapters are in the order of 1,2,9,5,3,10,11,14,15,16,17, 13
Sept
Sept / Oct
Oct / Nov
Nov / Dec
Quorum - vocabulary
Read The Newspaper
Chpt 1

What is marketing ...
p. 3-4 10th Ed. text
Marketing is not just advertising, an explanation of the 4P's

showed in class
did Sept 4 Section NMU
did Sept 7 Section NMS

4P's
p. 11 9th Ed. text
p. 9 10th Ed. text
 o Product
 o Price
 o Promotion
 o Place
did Sept 4 Section NMU
did Sept 7 Section NMS
"10 fingers"
of business and marketing
click to view video
did Sept 4 Section NMU
did Sept 7 Section NMS .
"What is Marketing"
Video by WTGR 
http://www.youtube.com/watch?v=72NarquUG2U
shT

The breadth and depth of marketing p. 6-7
p. 5-6 10th Ed. text
diS
o What is a market
o Who markets
o What is marketed
o Who buys what is mktd
o Who benefits
.
http://www.youtube.com/watch?v=cQwr_MWPC7k&feature=youtu.be
WTGR on CTV re: Apple
re: target market segment
re: Product Life Cycle
re: competitive environment

Marketing Concept
p. 13 10th Ed. text
did Tue 11:40 NMS
did Tue 3:20  NMU
------------------------------------.
FABs
Features
Advantages
Benefits
non
------------------------------------.
Intro to Mktg old.ppt
di
------------------------------------
marketing is bad
die
Consumerism and Materialism
----------------------------------
Degrees of Competition
p. 15
did Tue 11:40 NMS
did Tue 3:20  NMU
covered in BAM 101
Perfect Competition
Monopolistic Competition
Oligopoly
-----------------------------------
Orientations
o Product Orientation
o Sales Orientation
o Marketing Orientation
did Tue 11:40 NMS
did Tue 3:20  NMU
Page 12 in 10th Ed. text
click to view YouTube video
video on 3 orientations
n

6 Orientations

.
o CRM Customer Relationship Management

o CLV
Customer Lifetime Value
page 16
d
o Customer Experience Mgmnt Era
o Social Marketing Era
---------------------------------
marketing and NPOs
dS
Ice Bucket Challenge
ALS
https://www.youtube.com/watch?v=A-wDrr3ex8U&feature=youtu.be
sT
Non Profit Organizations are becoming very innovative in their marketing
did Sept 14
 
Chpt 2
What is a Strategy
- who +
- 4Ps
did Sept 18 Tue 11:40 NMS
did Sept 18 Tue 3:20  NMU

p. 28 10th Ed. text
https://www.youtube.com/watch?v=ehY3bCzzwEU&feature=youtu.be
3 Min 08 Sec
3 Generic Strategies

Core Values
p. 30 10th Ed. text
 
Mission Statements
p. 30 10th Ed. text
covered inBAM101
not

G.O.P.S.T.
o Goal(s)
o Objectives
o Plans
o Strategies
o Tactics
 discussed in BAM101
but the official MRK106 outline also mentions them

We will not do GOPST in MRK106

..
Chpt 3
the Marketing Environments
done mostly in BAM 101
diT
PEST..
Political Environment
Economic E.
Social-cultural E.
Technological  E.
+
Competitive E.
Geographic E.
-----------------------------------------
Emerging Challenges
Outsourcing p. 37
done in BAM101
did Sept 18 Tue 11:40 NMS
did Sept 18 Tue 3:20  NMU
 


Mergers
Strategic Alliances p. 39
Collaborative Relationships
-----------------------------------
Developing Successful Marketing Strategies

What is a Strategy
.What is a strategy.
Competencies
Competitive Advantage
Quality

Are Objectives
S.M.A.R.T. p. 134

SWOT analysis
did Sept 18 Tue 11:40 NMS
did Sept 18 Tue 3:20  NMU
o Strengths
o Weakness
o Opportunities
o Threats
.
Competition Basics p. 91
done in BAM101..
did Sept 18 Tue 11:40 NMS
did Sept 18 Tue 3:20  NMU
----------------------------------
types of opportunities p. 40
including the Ansoff Matrix
did Sept 18 Tue 11:40 NMS
did Sept 18 Tue 3:20  NMU
re-did Oct 2 in NMU
o Market Penetration 
o Market Development 
o Product Development 
o Diversification
for week two
http://www.youtube.com/watch?v=Jt1J7cxG9jA&feature=c4-overview&list=UUAtk_NQTEd9jP4hEI6lPUHA
4 Types of marketing opportunities explained
.
Market Development using the example of Timmies
market development using Timmies as an example
----------------------------------
Dashboards
Metrics
Done in MRK200
Strategic Marketing Process
"The Marketing Plan"
Marketing Strategies
di
Marketing Plans
Marketing Programs
.

Chpt 3 - done in BAM101
Trends and Forces in the External Marketing Environment
.
most of the 6E's are discussed in BAM101
and the official MRK106 outline also mentions them
.
The 6Es  are important in BAM101 and MRK106
Chpt 4 Ethics
Ethics and Corporate Social Responsibility is covered in BAM101
but the official MRK106 outline also mentions them

We will not do Ethics in MRK106

James Hov
Seneca Alumni
guest speaker 2017
- personal branding
- social media mktg
Hov - Facebook
Hov - Instagram
Hov - Twitter
Hov - IMDB
Chpt 5

Consumer purchase decision process
p. 124-125 9th Ed. text
p. 117-119 10th Ed. text
did Sept 21 Section NMU
did Sept 21 Section NMS
- problem recognition
- information search
      - people use cell phones
- alternative evaluation
      - competition
- purchase decision
       - make it easy to buy
       - $225 bi-weekly = $39,600
- post-purchase behaviour
    - make the customer happy
    - related to market penetration

Cognitive Dissonance
related to Market Penetration
did Sept 21 Section NMU
did Sept 21 Section NMS
p. 126 in 9th Ed. text
https://www.youtube.com/watch?v=n5lLRElifCY&feature=youtu.be
the video explaining Cognitive Dissonance
1 min 32 sec
.
Motivation and Maslow's Hierarchy of Needs
did Sept 21 Section NMU
did Sept 21 Section NMS
p. 127 in 8th Edition text
p. 129-130 9th Ed. text
click
Values, Beliefs, Attitudes
d

Social-Cultural
influences on
Consumer Behaviour
dT
Social Class and Culture
d
 
Viral Marketing
Chpt 5 in 10th Ed. Text
Pass Along Mktg
Undercover Viral Mktg
Gossip/Buzz Mktg
Guerilla Mktg
did Tue 11:40 NMS
did Tue 3:20  NMU

V.W. Viral Video 
Superbowl ad
original V.W. superbowl ad
did Tue 11:40 NMS
did Tue 3:20  NMU
Parody-The Mad Jamaican
did Tue 11:40 NMS
did Tue 3:20  NMU

Google partition ad
did Sept 25 Section NMS
--------------------------------
sulibreezy
Hate School/
Love Education
d
our response
dS

Canadian Culture
p. 139 - 141 in 8th Edition text
 
Chpt 6
Marketing to organizations B2B and B2G is typically not covered in MRK106 but instead is done in MRK200
Chpt 7
Marketing to globally is typically not covered in MRK106 but instead is complete course MRK460
Chpt 8
Marketing Research is typically not covered in MRK106 but instead is done in MRK200
Chpt 9 
.
Who is a customer
Target Markets
Segmentation

MarketSegmentation
did Sept 25 Section NMU
did Sept 25 Section NMS
http://www.ctvnews.ca/mobile/video?clipId=1010173
WTGR on CTV News discussing segmentation and Blackberry

Holy Grail of marketing
re: e911
did Sept 25 Section NMU
did Sept 28 Section NMS

powerpoint segmentation
students should download the PPT and keep it with their class notes
Segmenting Dimensions
Geographic
Demographic
Psychographic
Behaviour
Usage rate
.
Segmentation Criteria
- example of Otterbox
https://www.youtube.com/watch?v=s4EPoUOLOOQ
did Sept 25 Section NMU
did Sept 25 Section NMS
1. homogenous
2. heterogenous
3. substantial
4. competition
did Sept 25 Section NMU
did Sept 25 Section NMS

ppt segmentation process
did Sept 25 Section NMU
did Sept 28 Section NMS
Market Oriented Strategies
- single, mutiple, combined 
Int'l mrktg

Observational Marketing
- Samsung S6 Edge
did Sept 28 Section NMS

Demographics
Boomers age 52-70
Gen X age 34-54
Gen Y age 17-33
Millenials 0-16
YouTube video
Micah Tyler
did Sept 25 Section NMU
did Sept 28 Section NMS

Kevin Bacon Explains the '80s to Millennials 
YouTube
(dates for the generations differ widely according to various sources)

Millenial Job Interview
YouTube 2 min 50 sec
did Sept 25 Section NMU
did Sept 28 Section NMS

Millenials  versus Boomers
YouTube 1 min 58 sec
did Sept 25 Section NMU
.
o social-culturalp. 78-83
did 

Ethnic Diversity
did 

80/20 rule
Pareto Principle
added 2017Sept28
did Sept 25 Section NMU
did Sept 28 Section NMS

Product Positioning
- head to head
- differentiation
p. 248 9th Ed. text
d
.
Positioning powerpoint
did Sept 28 Section NMS
did Sept 28 Section NMU
Positioning ppt 2016
OS
 
Chpt 10
New Product Development Process
(also done in BAM101)
p. 254-259 in 10th Ed.
started in Sept 28 in NMU
Discussed funding sources for new ideas in the GTA

.
 

Chpt 10

"PRODUCT"
old ppt updated 2014
noted Sept 28 in NMS
did Oct 2 in NMU
did Oct 12 in NMS
did Oct 12 in NMU
Section NMS and Section NMU need to read this PPT very thoroughly

Product Lines 
did Oct 12 Section NMS
eg. Ford - SUVs
Product Mix
eg. Addidas,       Nike
     Apple, SONY

Classes of 
  o Consumer Goods
  o Industrial Goods

industrial products
and services (old PPT)
 
What is a New Product
did Oct 2 in NMS
did Oct 2 in NMU
p. 257-258 8th Ed.
.
Developing New Products and Services
did Oct 2 in NMS
did Oct 2 in NMU
New Product Development Process
(also done in BAM101
noted Sept 28 in NMS 
noted Sept 28 in NMU
did Oct 2 in NMS
did Oct 2 in NMU

o Idea Generation 
o Screening 
o Idea Evaluation
o Develop Product
o Market Testing
o Commercialization 

Dot.com failures
did Oct 2 in NMS
did Oct 2 in NMU
learning how to succeed in business by avoiding mistakes


Franchising basics
--------------------------------
Chpt 11
Managing Products and Brands
p. 279-290
.
Product Mgmnt 
Product Life Cycle Unit
p. 285-287 10th Ed. text
did Oct 12 Section NMS
did Oct 30 Section NMS
did Oct 30 Section NMU
did Nov 2 Section NMS
did Nov 2 Section NMU
PLC powerpoint
- Product Modification
did Oct 12 Section NMS
did Oct 30 Section NMS
did Oct 30 Section NMU
did Nov 2 Section NMS
did Nov 2 Section NMU
-Market Modification
did Oct 12 Section NMS
did Oct 30 Section NMS
did Oct 30 Section NMU
did Nov 2 Section NMS
did Nov 2 Section NMU
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
https://www.youtube.com/watch?v=HDqFyNvFdak&list=UUAtk_NQTEd9jP4hEI6lPUHA
noT
PLC video 
real examples 
by MRK106 students
.--------------------------------------
Branding Unit , packaging
did Oct 12 in NMU
did Nov 2 Section NMS
did Nov 2 Section NMU
+ powerpoint on branding
did Oct 12 in NMU
did Nov 2 Section NMS
did Nov 2 Section NMU
Brand Name
Brand Personality
Brand Equity
Brand Licensing
Branding Strategies
cobranding
multibranding
Private Branding
--------------------------------------
packaging and labelling
Packaging PPT
d
talked about blister packs

product warranty
did Nov 2 Section NMS
did Nov 2 Section NMU
--------------------------------------
simple ppt for old Chpt 11
Place
Channel Systems
detailed ppt for Chpt 11
- based on 8th ed. of the text
---------------------------------
Chpt 12
Managing Services
Mktg Services PPT
be
- consumer  services 
- industrial services
.
Intangible
Inconsistency
Inseparability
Inventory

Marketing Services
Product
Price
Place / Distribution
Promotion
+
People
Physical Evidence
- impression management
Process
- procedures for delivering
Productivity
- capacity management
---------------------------------
Chpt 13 
Pricing Products and Services

Pricing Basics
did Nov 6 Tue 11:40 NMS
did Nov 6 Tue 3:20  NMU
Cost Sheets
building Price Lists
Markups
Stockturn Rate
Total FIxed Cost
Total Variable Cost

Pricing Objectives
did Nov 6 Tue 11:40 NMS
did Nov 6 Tue 3:20  NMU
- Profit Oriented
- Sales Oriented
- Status Quo Oriented
.
pricing policies
did Nov 6 Tue 11:40 NMS
did Nov 6 Tue 3:20  NMU
- slimming
- penetration
- prestige 
- price bundling

Rolex versus Timex
noted Sept 18 Tue 11:40 NMS
noted Sept 18 Tue 3:20  NMU
did Nov 6 Tue 11:40 NMS
did Nov 6 Tue 3:20  NMU


Skimming Price explained
did Nov 6 Tue 11:40 NMS
did Nov 6 Tue 3:20  NMU
skimming price explained
noted 
Penetration Price explained
did Nov 6 Tue 11:40 NMS
did Nov 6 Tue 3:20  NMU
penetration pricing
noted 

Cost Oriented Pricing

- standard markup
- cost-plus pricing p. 346
- experience curve p. 346

Profit Oriented Pricing
- Target Profit pricing
- Return-on-sales
- ROI pricing

Pricing Differentiation
did Nov 6 Tue 11:40 NMS
did Nov 6 Tue 3:20  NMU

Chpt 13 
Price Elasticity
Supply and Demand
Elastic Demand
Inelastic Demand
did Nov 6 Tue 11:40 NMS
did Nov 6 Tue 3:20  NMU
p. 343 10th Ed. text

Break-even analysis
noted 
did Nov 6 Tue 11:40 NMS
did Nov 6 Tue 3:20  NMU
The reason for Break-Even Analysis
The reason for Break-Even Analysis
--------------------------------------
Marketing seasonal events and holidays

Hallowe'en

2 min 51 sec
YouTube Video
made 
students commenting on considerations in marketing to young people at Hallowe'en 2016
 
 
SEO / SMO
Search Engine Optimization
mS
p. 89 in 10th Ed. text

E-commerce
Benefits and Limitations
d

Things to be convincing
a VERY BIG TAKEAWAY for WTGR's class
did Nov 2 Section NMS - warranty
did Nov 2 Section NMU - warranty
 

Chpt 14 
Managing Marketing Channels and Supply Chains
p. 389...10 th Ed. text

Marketing Channels of Distribution
did Nov 13 in NMS
direct channel
indirect channel

J.I.T. p. 399
Just In Time
did Nov 13 in NMU
how JIT relates to the Supply Chain
 

Why the saving of time is an integral part of business and marketing.

43 secs
di
TQM
Total Quality Management
discussed why 99.9% is not enough
did Nov 6 in NMU
.
http://en.video.sympatico.ca/news-info/top-stories/watch/-recall-issued-for-suvs/1743658935001/#.UD0QaHL7HMw
did Nov 6 in NMU

Agents and Brokers p. 377
did 
Intermediaries

Cannibalization and Channel Confliction
-------------------------------------------
Black Friday
(day after American 
Thanksgiving on Thursday)
Cyber Monday Friday

see  facebook.com/CTVNews
Channel/videos/
196837354556241/
 
2018 Nov 25 CTV Interview
did Nov 30 in NMS 
did Nov 30 in NMU
- Click and Mortar
- UGC User Generated Content
- unboxing videos
- FB user groups

Postal Strike ("P" Place)
did Nov 30 in NMS 
did Nov 30 in NMU
- effects goods, not services
- service are vacations packages
Chinese rival
Singles Day
11/11
-------------------------------------------
Chpt 15
Retailing

5 Trends in Retailing
Tweeted

did Nov 23 10:45 NMS
 
 
Canadian Trends
with notes from MRK513
.
Who are Millenials?
did 
The challenge of understanding, and motivating, Millenials
Micah Tyler video
showed 

Millenial Job Interview
2 min 50 sec
showed 
Motivation by Simon Sinek
no

our MRK513 video about 
How to Motivate 
Millennials
https://www.youtube.com/watch?v=LZGi4yjRGfM&feature=youtu.be
- created 2018 March 
no

Canadian Trends in Retailing
Website not enough - have to be digitally mobile
- mobile access to shopping websites continues to grow

How marketing and consumer trends drive unusual consequences
did Aug 1
example: 
Bacon Big Mac
click
equals
Coy-wolves north of  the GTA
click
noted 

Not SEO but SMO
and Inbound Marketing
Local SEO factors
 poweredbysearch.com
/resources/top-local-seo-
ranking-factors-in-2015/
di
from 

-  -  -  -  -  -  -  -  -  -  -  -  -  -
http://www.hubspot.com
S
Hubspot Certification

 http://certification.hubspot
.com/inbound-certification
-----------------------------------
Inbound marketing and SEO
dS
- -  -  -  -  -  -  -  -  -  -  -  -  -
Forms of Ownership p. 403
dW
- Independent Retailer
- Corporate Chain
- Contractual System

Level of Service p. 404-405
d
- Self-service
- Limited Service
- Full-service

Merchandise Line p. 405
d
- breadth of line

Non-Store Retailing
d
- Automatic Vending
- Direct Mail / Cataloques
- TV SHopping
- Online Retailing
   - Desktop - old
   - Mobile Device - current
- Telemarketing
- Direct Selling

Retailing Strategy p. 410
did
Retail Positioning Matrix
Retailing Mix p. 412
- price
- place (store location)
- promotion (comms)
- product (merchandise)
--------------------------------------------
Chpt 16 
IMC  Direct Marketing

The Communication Process
source
message
channel
receivers

encoding and decoding
encoding decoding noise ppt
did Nov 23 10:45 NMS
Push-Pull Strategy p. 439
push-pull powerpoint
did Nov 16 Fri 10:45 NMS
did Nov 16 Fri  2:25 NMU
Push versus Pull
video
did Nov 16 Fri 10:45 NMS
did Nov 16 Fri  2:25 NMU
old powerpoint for Chpt 16
--------------------------------------------
Chpt 17
Advertising, 
Sales Promotion, 
Public Relations

Online Advertising
- desk top
- mobile devices
      - GPS technology
         - GPS, SPS, PPS
did Nov 16 Fri 10:45 NMS
did Nov 16 Fri  2:25 NMU
 

Promotion
powerpoint
did Nov 16 Fri 10:45 NMS
did Nov 16 Fri  2:25 NMU

The Promotional Mix
did Nov 16 Fri 10:45 NMS
did Nov 16 Fri  2:25 NMU
 o Mass Selling
   o Advertising
   o Publicity
         o Viral Mktg
  o Personal Selling

           o B2C
           o B2B
           o B2G (government)
        o Prospecting
        o Approach
        o Presentation
        o Demonstration
        o Objections
        o Closing
         o Follow-up
  o Sales Promotion

User Generated Content
p. 455 10th Ed. text
- Unboxing YouTube Videos
did Nov 16 Section NMU
did Nov 23 Section NMS

Unboxing Therapy
youtube.com/user/unboxtherapy
did Nov 23 Section NMS
13,300,000 subscribers

kewl commercials, weird ads
main themes of commercials
  o sex
  o humour
  o fear
  o patriotism
noted Oct 12 Section NMS
noted Oct 12 Section NMU

parodies - and replies - Apple vs. Blackberry
 youtube.com/watch?
v=LwxNNsmGhVI 
did Nov 23 Section NMS
 

Patriotism
Molson beer
"I Am Canadian" commercial
YouTube old 2000 version
shown Oct 12 Section NMS
shown Oct 12 Section NMU

--------------------------------------------
Chpt 18
Personal Selling and Sales Management
n
p. 485-492
Steps in the Selling Process
Selling PPT
d
Personal Selling 
beT
  o Prospecting
  o Approach
  o Presentation
  o Demonstration
  o Handling Objections
  o Closing
  o Follow-up

Sales Presentations
  o Prepared Presentations
  o Consultative Selling
  o Selling-Formula Approach
---------------------------------------------
sources of info
---------------------------------------------

---------------------------------------
 
Appendix A
page 55 - 74
in the 10th Ed. text
- discusses how to create a marketing plan in detail

read this for
Nov 

 

Section NMS
Tue 11:40-1:25
Fri 10:45-12:30 noon
Sept 4 cancelled
Sept 7 Fri
Sept 11 Tue
Sept 14 Fri
Sept 18 Tue
Sept 21 Fri
Sept 25 Tue
Sept 28 Thu
Oct 2 Tue
Oct 5 Fri no class
Oct 5 do Assignment 1
Oct 8 Thanksgiving
Oct 9 Tue
Oct 12 Fri
Oct 12 Assignment 1 due
Answer Sheet
Oct 16 Assignment 1 can be handed in Oct 16th
Oct 19 Fri Mid Term
Oct 19 CASE for the Exam
Oct 21-27 Study Week
Oct 30
Nov 2
Nov 6
Nov 9 no class
Nov 13
Nov 16
Nov 20
Nov 23
Nov 27
Nov 30
Dec 4
Dec 7
Section NMU
Tue 3:20-5:00
Fri 2:25-4:10
Sept 4
Sept 7 Fri
Sept 11 Tue
Sept 14 Fri
Sept 18 Tue
Sept 21 Fri
Sept 25 Tue
Sept 28 Thu
Oct 2 Tue
Oct 5 Fri no class
Oct 5 do Assignment 1
Oct 8 Thanksgiving
Oct 9 Tue
Oct 12 Fri
Oct 12 Assignment 1 due
Answer Sheet
Oct 16 Assignment 1 can be handed in Oct 16th
Oct 19 Fri Mid Term
Oct 19 CASE for the Exam
Oct 21-27 Study Week
Oct 30
Nov 2
Nov 6
Nov 9 no class
Nov 13
Nov 16
Nov 20
Nov 23
Nov 27
Nov 30
Dec 4
Dec 7

old Assignment 2
http://www.youtube.com/watch?v=bcuw9bMYgHY http://www.youtube.com/watch?v=8tXadb6IsKI http://www.youtube.com/watch?v=Zh_3o1npTEg http://www.youtube.com/watch?v=k1w28eG3jyA http://www.youtube.com/watch?v=xRrPMWWENhM http://www.youtube.com/watch?v=TI8JxwBvnII http://www.youtube.com/watch?v=wCxYyI_iWj0
Read The Newspaper
Part 1
Read The Newspaper
Part 2
getting rich on the stock market
Read The Newspaper
Part 3
learn an
Industry Sector
Read The Newspaper
Part 4
Business magazines
are important
Earning
Class
Participation
Marks
- basics
Class
Participation
- how you earn the highest marks
Class
Participation
- how they are calculated
- the numbers
..
http://www.youtube.com/watch?v=LxguksrUZfk http://www.youtube.com/watch?v=B7e9WSnC0Tk http://www.youtube.com/watch?v=ybZbld2gyLI http://www.youtube.com/watch?v=bsPyhq52IwU
Group Work
- what the Report should look like
- binding, pages, table of contents
Group Work / Reports Part 2
The importance of using "Mature Language" in your writing
Group Work / Reports Part 3
important considerations
Group Work / Reports Part 4
Coordinating the submission
Communication w group members

Professionalism:  All students are expected to demonstrate professionalism, as outlined in the document, Marketing Programs: Guidelines and Policies on Professionalism.

Failure to demonstrate the required professionalism will result in a deduction of up to 10% from the final grade for the course.  Alternately, demonstrating exceptionally strong professionalism can result in an increase of up to 5% in the final grade.  The Marketing Programs: Guidelines and Policies on Professionalism document will be provided by your Professor.
Please refer to it for additional information.

the Learning Outcomes below in red font direct from the 2018 Sept MRK106 Outline

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

1. Explain how the marketing mix (4Ps: product, price, promotion, and place) meets the needs of a target market.
2. Explain the role of market segmentation, target marketing and positioning in marketing strategy development.
3. Examine the trends and forces in the external marketing environment and how they affect marketing decision making.
4. Discuss how consumer product classifications, the product life cycle (PLC) and the consumer adoption process affect marketing strategy decisions.
5. Describe the new product development process.
6. Explain how ethics and social responsibility play an important role in the field of marketing.
7. Discuss marketing from a global perspective.
8. Describe how business markets differ from consumer markets.
9. Examine the role of market research in order to gain insights and take marketing actions.

1. 4Ps
2. Who you sell to
3. 6 Environments
4. PLC
5. new products
6. ethics
7. international
8. B2C versus B2B (and B2G)
9. market research
 
 
MRK 106 
Chapters covered
MRK 200 
Chapters covered

2 4 P's (Product, Price, Promotion, Place)
3 6 Environments
9 Segmentation p. 229-242
5 Consumer Behaviour
10 Product
11 Product, PLC, Branding
14 Marketing Channels
15 Retailing
16 IMC Integrated Marketing Communications
17 Promotion - Advertising, PR
13 Price Setting
2 p. 27-46
6 B2B
3 6E's (PEST) + Competition
8 Market Research p. 201-207
1 Goals and Objectives p. 32-34
9 Segmentation p. 230-234, 238-241, 243-245
11 Product/Branding page 290-302
18 Personal Selling page 485-492
13 Sales Promotion page 352-354
9 Sales Forecasting page 245-247
19 Planning page 514-515, 518-527
2 Implementation page 47-49

 

Marketing is NOT only Advertising
(optional reading of an "adult" nature discussing in a funny way the various marketing terms)
.
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