last updated 2016 Dec 5th
SENECA COLLEGE, TORONTO`
.
http://www.mcgrawhill.ca/highereducation/products/9780071091398/
Marketing 8th Ed. by Crane et al

Marketing 9th Ed.
by Crane et al
used in 2015, 2016
MRK 106,    MARKETING 
As Taught by
Prof. Tim Richardson 
Sept - Dec 2016
....
http://www.witiger.com/marketing/marketingIsBad.htm
.
course outline  http://www.senecac.on.ca/ssos/findOutline.do?schoolCode=77&termCode=20163&subjectCode=MRK106
Sept / Oct
Oct
Oct / Nov
Nov / Dec
Chpt 1

What is marketing ...
Marketing is not just advertising, an explanation of the 4P's

told them to watch Sept 7

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

The breadth and depth of marketing p. 6-7
for Sept12 
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
for Sept 14 
again Sept 14
------------------------------------.
FABs
Features
Advantages
Benefits
did Sept 19
------------------------------------.
Intro to Mktg old.ppt
did Sept 12
------------------------------------
marketing is bad
did Sept 12
Consumerism and Materialism
----------------------------------
Degrees of Competition
p. 15
covered in BAM 101
Perfect Competition
Monopolistic Competition
Oligopoly
-----------------------------------
Orientations
o Product Orientation
o Sales Orientation
o Marketing Orientation
did Sept 12
again Sept 14, Sept 19
Page 15 in text
click to view YouTube video
video on 3 orientations
noted Sept 12
o CRM Customer Relationship Management
did Sept 12, Sept 19
o CLV
Customer Lifetime Value
page 16
did Sept 12, Sept 14, 19th
o Customer Experience Mgmnt Era
o Social Marketing Era
---------------------------------
marketing and NPOs
(an old powerpoint)
did Sept 12, Sept 19
Ice Bucket Challenge
ALS
https://www.youtube.com/watch?v=A-wDrr3ex8U&feature=youtu.be
showed Sept 12
Non Profit Organizations are becoming very innovative in their marketing
did Sept 12
.
Chpt 2
the Marketing Environments
PEST..
Political Environment
Economic E.
Social-cultural E.
Technological  E.
+
Competitive E.
Geographic E.
.

-----------------------------------------
Emerging Challenges
Outsourcing p. 37

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

What is a Strategy
did Sept 19
What is a strategy.
Core Values
.
Mission Statements
did Sept 19
G.O.P.S.T.
did Sept 19
o Goal(s)
o Objectives
o Plans
o Strategies
o Tactics
.
Competencies
Competitive Advantage
Quality

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

SWOT analysis
began Sept 19, Sept 21
o Strengths
o Weakness
o Opportunities
o Threats
.
Competition Basics p. 91
did Sept 14
..
----------------------------------
types of opportunities p. 40
did Sept 14, agai Sept 19
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
.
Why Market Development is
better than Market Penetration
did Sept 
http://www.youtube.com/watch?v=_rQzCL0FwX0
video on advantages of
Market Development
did Sept 
----------------------------------
Dashboards
Metrics
 

Strategic Marketing Process
"The Marketing Plan"

Marketing Strategies
Marketing Plans
Marketing Programs
noted Sept 19 
read again in November
 

Chpt 4 
.
Ethics and Social Responsibility
(discussed in BAM101)
did Oct 5

- Obstructionist Stance 
- Defensive Stance 
- Accommodative Stance 
- Proactive Stance 
did briefly Oct 5

Stakeholders
video to watch on your own

Sustainable Development
p. 115  9th Ed. text
 
 

Benchmarking p. 248
did Sept 21
-----------------------------------
5 Utilities of Marketing
F.T.T.P.P.

Chpt 3

Trends and Forces in the External Marketing Environment

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

Political/legal - regulatory
Environment.
92-94 9th Ed. text

Economic Environment
p. 87 9th Ed. text
did Sept 21
Technological Environment
p. 88-89 9th Ed. text
E-BIZ SHORTCUTS
.

Web 2.0. Web 3.0

Social-Cultural
Environment 
Social-cultural
p. 81-84 9th Ed. text
did 

Ethnic Diversity
did Sept 21

Competitive Environment
p. 91-92 9th Ed. text
competition basics
types of competition
competition cannibalization
competitor intelligence

Geographic
weather extremes
d
 
Chpt 5

Consumer purchase decision process
p. 124-125 9th Ed. text

- problem recognition
- information search
- alternative evaluation
- purchase decision
- post-purchase behaviour

Consumer Behaviour
did Oct 5th

Cognitive Dissonance
did Oct 5th
p. 126 in 9th Ed. text
https://www.youtube.com/watch?v=n5lLRElifCY&feature=youtu.be
did
.
Motivation and Maslow's Hierarchy of Needs
did Oct 5th
Motivation is usually discuaaed in BAM101 in term of productivity and motivating employees
p. 127 in 8th Edition text
p. 129-130 9th Ed. text

Values, Beliefs, Attitudes

Social-Cultural
influences on
Consumer Behaviour
Social Class and Culture
 
Viral Marketing
Chpt 5 in 10th Ed. Text
began Oct 3rd, Oct 5th
noted again Nov 1st
mentioned Nov 14th

V.W. Viral Video Superbowl ad
original V.W. superbowl ad
Parody-The Mad Jamaican
showed Oct 3rd

Google partition ad
did Oct 5th
--------------------------------
sulibreezy
Hate School/Love Education
noted Nov 16th
our response
noted Nov 16th

Canadian Culture
p. 139 - 141 in 8th Edition text
 
 
Chpt 8

Marketing Research is typically not covered in MRK106 but inistead is done in MRK200

Market Research Process
powerpoint Mkt Research
- 5 step approach

http://www.youtube.com/watch?v=BYXIHlDL8jk&feature=related
1. Define the problem
2. Analyze the situation
3. Get data
4. Interpret the data
5. Develop conclusions
.
 
Chpt 9 

Who is a customer
Target Markets
Segmentation

MarketSegmentation
did Sept 26, Oct 3
http://www.ctvnews.ca/mobile/video?clipId=1010173
WTGR on CTV News discussing segmentation and Blackberry
noted Sept 26
- looking for the URL

powerpoint segmentation

students should download the PPT and keep it with their class notes
Segmenting Dimensions
Geographic
Demographic
Psychographic
Behaviour
Usage rate
 

Segmentation Criteria
https://www.youtube.com/watch?v=s4EPoUOLOOQ

1. homogenous
2. heterogenous
3. substantial
4. competition

ppt segmentation process
did Sept 26
Market Oriented Strategies
- single, mutiple, combined 
Int'l mrktg

Observational Marketing
example - Samsung Galaxy 7
did Sept 19

Demographics
Boomers age 52-70
Gen X age 34-54
Gen Y age 17-33
Millenials 0-16
YouTube video
Micah Tyler
showed Sept 26
(dates for the generations differ widely according to various sources)

o social-culturalp. 78-83
did 

Ethnic Diversity
did Sept 21

80/20 rule

discussed Oct 3rd

Product Positioning
- head to head
- differentiation
p. 248 9th Ed. text
discussed Oct 3rd
.
Positioning powerpoint

Positioning ppt 2016
 
Chpt 10

Product

"PRODUCT"
old ppt updated 2014
did Oct 12, 17
Product Lines 
eg. Ford - SUVs
Product Mix
eg. Addidas,       Nike
     Apple, SONY
p. 254-255 8th Ed.
did Oct 12, 17
Classes of 
p. 256-257 8th Ed.
  o Consumer Goods
  o Industrial Goods
did Oct 17
industrial products ? services (old PPT)
.
What is a New Product
p. 257-258 8th Ed.
.
Developing New Products and Services
New Product Development Process
p. 264-267 8th Ed.
W
Idea Generation 
Screening 
Idea Evaluation
Develop Product
Market Testing
Commercialization 
Dot.com failures
d
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 17
PLC powerpoint
- Product Modification
did Oct 17
- Market Modification
did Oct 17
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
https://www.youtube.com/watch?v=HDqFyNvFdak&list=UUAtk_NQTEd9jP4hEI6lPUHA
PLC video 
real examples 
by MRK106 students
.--------------------------------------
Branding Unit , packaging
noted Nov 30th
+ powerpoint on branding
did Nov 18 Section MV
Brand Name
Brand Personality
Brand Equity
Brand Licensing
Branding Strategies
cobranding
multibranding
Private Branding
--------------------------------------
packaging and labelling
Packaging PPT
did Nov 21
talked about blister packs

product warranty
--------------------------------------
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
- 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 14th
Cost Sheets
building Price Lists
Markups
Stockturn Rate
Total FIxed Cost
Total Variable Cost

Pricing Objectives
did Nov 14th
noted Nov 30th
- Profit Oriented
- Sales Oriented
- Status Quo Oriented
.
pricing policies
did Nov 14th, Nov 16th
- skimming
- penetration
- prestige 
- price bundling

p. 347-348 10th Ed. text

Skimming Price explained
skimming price explained
noted Nov 14th - told them to watch this video
Penetration Price explained
penetration pricing
noted Nov 14th - told them to watch this video

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
--------------------------------------
Marketing seasonal events and holidays

Hallowe'en

2 min 51 sec
YouTube Video
made in class Oct 31
students commenting on considerations in marketing to young people at Hallowe'en 2016
 
 
SEO / SMO
Search Engine Optimization
mentioned Nov 1st - this is what you need to read in depth fpr Nov 7 and Nov 9
mentioned Nov 14th
p. 89 in 10th Ed. text

E-commerce
Benefits and Limitations
read Nov 7 and Nov 9 as background
mentioned Nov 14th

Things to be convincing
a VERY BIG TAKEAWAY for WTGR's class

mentioned Nov 1st - this is what you need to read in depth fpr Nov 7 and Nov 9
mentioned Nov 14th

Chpt 13 
Price Elasticity
Supply and Demand
Elastic Demand
Inelastic Demand
noted Nov 16th
p. 343 10th Ed. text

Break-even analysis
noted Nov 16th
The reason for Break-Even Analysis
The reason for Break-Even Analysis
-----------------------------------------
Chpt 14 
Managing Marketing Channels and Supply Chains
p. 389...10 th Ed. text

Marketing Channels of Distribution
begun Oct 31
direct channel
indirect channel

J.I.T. p. 399
Just In Time
how JIT relates to the Supply Chain
did Nov 21

Agents and Brokers p. 377
did Nov 21
Intermediaries

Cannibalization and Channel Confliction
mentioned briefly Oct 31
did Nov 21
-------------------------------------------
Chpt 15
Retailing

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
- 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 16th
noted again Nov 30th
The Promotional Elements
did Nov 16th
-Advertising
-Personal Selling
-Public Relations
    - Publicity
-Sales Promotion
-Direct Marketing

Push-Pull Strategy p. 439
push-pull powerpoint
did Nov 16th
again Nov 30th
Push versus Pull
video
did Nov 16th
old powerpoint for Chpt 16
--------------------------------------------
Chpt 17
Advertising, Sales Promotion, ? Public Relations
Promotion
powerpoint
(in the 10th ed. it is Chpt 14)
The Promotion Mix
began Nov 1st
noted again Dec 5
 o Mass Selling
         o Advertising
         o Publicity
  o Personal Selling
  o Sales Promotion
kewl commercials, weird ads
--------------------------------------------
Chpt 18
Personal Selling and Sales Management
p. 485-492
Steps in the Selling Process
Selling PPT
d
Personal Selling 
did Dec 5th
  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 7 and Nov 9

 

Mon 09:50-11:35 room 612
Wed 08:00-09:45 room 564
Sept 7 Wed
Sept 12 Mon
Sept 14 Wed
Sept 19 Mon
Sept 21 Wed 
Sept 26 Mon
Sept 28 Wed prof sick
Oct 3 Mon
Oct 5 Wed
Oct 10 HOLIDAY no class
Oct 12 Wed TEST 1
Oct 17 Mon
Oct 19 Wed online exercise
Assignment 1

There is no MID TERM EXAM in MRK106
Study Week Oct 24-28

Oct 31 
Nov 2 explained Assignment 2 on Viral Marketing
Nov 7 online reading
Nov 9 online reading
Nov 14
Nov 16 Assgmt 2(part a)
Nov 21
Nov 23Assignment 2 due
Nov 28
Nov 30
Dec 5
Dec 7 last class
Dec 12-16 Exam Week
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 2014 Sept MRK106 Outline

1.Summarize the functions and roles of marketing in a market-driven and/or developed economy.
2.Describe how marketing helps to achieve: corporate objectives; the goals of the society in which it operates and an improved standard of living while supporting overall economic growth.
3.Identify and discuss the uncontrollable environments that affect marketing decisions.
4.Explain how marketing is used to identify, create and implement all types of opportunities.
5.Explain the fundamental framework of marketing strategy.
 
 
MRK 106 
Chapters covered
MRK 200 
Chapters covered

2 4P's
3 6E's
9 Segmentation p. 229-242
5 Consumer Purchase Model
10 Product
11 Product, PLC, Branding
14 Marketing Channels
16 Promotion
17 Promotion
13 Price Setting
19 Implementation
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

Modes of Evaluation
Evaluation Type: Details: % Value of Total Grade
Three (3) In Class Written Quizzes/Tests Topic coverage and timing will be provided by the Professor under separate cover.
10% each x 3 =  30%
Six (6) In Class Workshops On-going throughout the semester.
The best 4 of 6 will contribute to the student’s grade.   5% each x 4 =  20%
Two (2) individual written Assignments/Reports/Projects Assignment Outlines and due dates will be provided by the Professor under separate cover. 10% each x 2 =  20%
Final Exam Comprehensive – covers all course material                        =  30%
Total                          = 100%
 
 
 
 
 
 
2005 
10th edition 
http://highered.mcgraw-hill.com/sites/0070916667/information_center_view0/ 2008
11th edition
http://www.mcgrawhill.ca/olc/perreault/ 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 with the official course outline as is normally handed out in the first class

Sept-Dec 2014 outline
 http://www.senecac.on.ca
/ssos/findOutline.do?term
Code=20143?subjectCode
=MRK106?schoolCode=SMM
 

Sept - Dec 2013 outline
 http://www.senecac.on.ca/ssos
/findOutline.do?schoolCode=SMM?termCode=20133
?subjectCode=MRK106

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