MRK 106 main page

SENECA COLLEGE, TORONTO

8h Edition 2013 textbook

http://www.mcgrawhill.ca/highereducation/products/9780071091398/

MRK 106, MARKETING
As Taught by Prof. Tim Richardson May - June 2013, and Prof. Steve Litt July - August
grading details

textbook for 2013 Crane, Kerin, Hartley, and Rudelius, Marketing, Eighth Canadian edition, McGraw-Hill Ryerson

last updated 2013 May 15

outline106a.htm

June

July

July / Aug

Marketing defined
Marketing is not Advertising
(mentioned in class May 8
read on your own)
Chpt 1

http://www.youtube.com/watch?v=cQwr_MWPC7k&feature=youtu.be

(showed in class May 8
watch again on your own)

Marketing Concept
(did May 8)
------------------------------------.
Intro to Mktg .ppt
------------------------------------
marketing is bad
(did May 8)
Consumerism and Materialism
---------------------------------

---------------------------------
4P's Product, Price
Promotion, Place
(did May 8)
------------------------------------
Marketing Strategies
Marketing Plans
Marketing Programs
(did May 8 read again)(
(did again May 10)
-----------------------------------
Orientations
o Product Orientation
o Sales Orientation
o Marketing Orientation
and
o CRM Customer Relationship Management
o Customer Experience Mgmnt Era
o Social Marketing Era

(mentioned May 8,
view again on your own)
-----------------------------------
Chpt 2
marketing and NPOs
(did May 10)
-----------------------------------
Developing Successful Marketing Strategies

Mission Statements
did May 15
G.O.P.S.T. Goals
did May 15
o Objectives
o Plans
o Strategies
o Tactics

SWOT analysis
did May 15
o Strengths
o Weakness
o Opportunities
o Threats
-----------------------------------
5 Utilities of Marketing
F.T.T.P.P.

Chpt 3
Scanning the Marketing Environment

most of the 6E's are discussed in BUS106, but the official MRK106 outline also mentions them
re: Chpt 3

o economic
o technological
o political/legal - regulatory
o social-cultural
o competitive
o geographic / weather

Cultural Environment
and
Ethnic Diversity
.
Economic Environment

Competitive Environment
o competition basics
o types of competition
o competition cannibalization
o competitor intelligence
---------------------------------
~~Chpt 4~~
Ethics and Social Responsibility
(discussed in BUS106)
-------------------------------------
Chpt 5
Consumer Behaviour
Psychological Influences

Viral Marketing

Canadian Culture
p. 139 - 141 in 8th Edition text
-------------------------------------
Chpt 9
Market Segmentation, Targeting, and Positioning
Segmentation
powerpoint segmentation
Segmenting Dimensions
-homogenous, heterogenous
- substantial, - operational
ppt segmentation process
Market Oriented Strategies
- single, mutiple, combined
Int'l mrktg
Goldfarb, Clustering
Positioning powerpoint
----------------------------------
-------------------------------------
Chpt 8
Marketing Research
powerpoint Mkt Research
- 5 step approach
Marketing Information

-------------------------------
4 types of opportunities
o Market Penetration
o Market Development
o Product Development
o Diversification

Franchising basics
--------------------------------
Chpt 10
Developing New Products and Services
Product Mgmnt
o Product Life Cycle Unit
o PLC powerpoint
o Product Modification
o Market Modification
o New Product Development
---------------------------------
Chpt 11
Managing Products and Brands
powerpoint for old Chpt 9
Product Planning
- consumer goods
- industrial goods
Services
powerpoint for services
- consumer services
- industrial services
.
product assortment
product line
individual product
--------------------------------------
industrial products & services
powerpoint
--------------------------------------
Branding Unit , packaging
+ powerpoint on branding
--------------------------------------
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
---------------------------------
Chpt 13
Pricing Products and Services

Pricing Basics
Pricing Objectives
pricing policies
- skimming
- penetration
- introductory
discount policies
Pricing Differentiation

---------------------------------

Chpt 14
Managing Marketing Channels and Supply Chains

-------------------------------------------
Chpt 15
Retailing

Advertising & Sales Promotion
Product Advertising B2C
Institutional Advertising B2B
powerpoint advertising
.
Measuring advertising effectiveness
--------------------------------------------
Chpt 16
IMC & Direct Marketing

old powerpoint for Chpt 16
--------------------------------------------
Chpt 17
Advertising, Sales Promotion, & Public Relations
Promotion
powerpoint for Chpt 13
(in the 10th ed. it is Chpt 14)
Promotion
o Mass Selling
o Personal Selling
o Sales Promotion
encoding decoding noise ppt
.
kewl commercials, weird ads
--------------------------------------------
Chpt 18
Personal Selling and Sales Management

Personal Selling
see also INB 524
o Prospecting
o Approach
o Presentation
o Demonstration
o Handling Objectives
o Closing
o Follow-up

Sales Presentations
o Prepared Presentations
o Consultative Selling
o Selling-Formula Approach
---------------------------------------
SUPPLY & DEMAND

Prof. Tim Richardson
May 8
May 10
May 15
May 17
May 22
May 24

Prof. Tim Richardson
May 29
May 31
June 5
June 7
June 12
June 14
June 19
June 21 MID TERM
Study Week June 24 - 28

Prof. Steve Litt
July 3rd
July 5th
July 10th
July 12th

Prof. Steve Litt
July 31
Aug 2
Aug 7
Aug 9

Exam week Aug 12 - 16 2013

2005
10th edition

http://highered.mcgraw-hill.com/sites/0070916667/information_center_view0/

2008
11th edition

2010
12th edition

x
some powerpoints for the 8th edition here www.witiger.com/powerpoints/MRK106/
index of all the ppt's for 9th edition http://www.mcgrawhill.ca/college/shapiro9/olc/olc/index.html
website for the 10th edition http://highered.mcgraw-hill.com/sites/0070887292/
website for the 11th edition http://highered.mcgraw-hill.com/sites/0070916667/information_center_view0/
.

http://www.senecac.on.ca/outlines/023/FOB/MRK106.HTM

This is the MRK 106 web site from the School of Marketing and e-Business with the official course outline as is normally handed out in the first class

Jan 2012 outline
senecac.on.ca/outlines/121/SMEB/MRK106.HTM

senecac.on.ca/subjectoutlines/subject.jsp?s1=MRK106

senecac.on.ca/outlines/102/SMEB/MRK106.HTM

.
.

outline106a.htm	outline106b.htm	o utline106c.htm	outline106d.htm
Jan 10 - 2005 Jan 13 Jan 17 Jan 19 Jan 20 Jan 24 TEST # 1 Jan 26	Jan 31 TEST # 2 Feb 2 Feb 7 Feb 9 Feb 14 online class Feb 16 Feb 21MID TERM Feb 24th	Feb 28-Mar 4 break week Mar 7 Mar 9 Mar 14 class cancelled Mar 16 TEST # 3 Mar 21 Mar 23	Mar 28 TEST # 4 Mar 30 Apr 4 TEST # 5 Apr 6 Apr 11 Apr 13 Apr 18 - 22 Exam week
Sept 3 - 2002 Sept 5 Sept 10 Sept 12 Sept 17 Sept 19 TEST # 1 Sept 24 Sept 26	Sept 24 Sept 26 Oct 1 Oct 3 TEST # 2 Oct 8 Oct 10 Oct 15 Oct 17th MID TERM Oct 21-25 break week	Oct 29 Oct 31 Nov 5 Nov 7 TEST # 3 Nov 12 Nov 14	Nov 19 Nov 21 Nov 26 Nov 28 TEST # 4 Dec 3 Dec 5 Dec 9-13 Exam week

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