updated 2015 Mar 30
 
SENECA COLLEGE, TORONTO
As Taught by Prof. Tim Richardson 
http://www.mcgrawhill.ca/highereducation/products/9780071091398/
Marketing 8th Ed. by Crane et al
used Sept 2014

Marketing 9th Ed.
by Crane et al
usedi n Jan 2015
MRK 200,    MARKETING  I I

class pic 2015 Feb 20th
outline Jan 2015 http://www.senecacollege.ca/ssos/findOutline.do?schoolCode=77&termCode=20151&subjectCode=MRK200
outline Sept 2014 http://www.senecacollege.ca/cgi-bin/subject?s1=MRK200
.
Jan
Feb
Mar
March /April
Review of Marketing Concepts
4pP's - 6E's VIDEO
http://www.youtube.com/watch?v=j06cY_-Jc1Q
(noted Jan 14)
by WITIGER
Chpt 1,2,3 
Discussion 4P's # 1
help "Sources of Info"
The 4P's
noted Jan 21 
--------------------------------------
Chpt 1,2,3 Video Review
http://www.youtube.com/watch?v=SYt59r-fJmU
Dec 2009 by students

Review of Marketing Opportunities
 did Jan 16
noted Jan 21
  o Market Penetration
  o Market Development
  o Product Development
  o Diversification
---------------------------------------
Chpt 2
pages 27-48 8th Ed.
pages 29-48 9th Ed.
p. 31 Mission statements
p. 33 goals
p. 35 core competencies
p. 44 SWOT
 did Jan 16

Strategic
Marketing Process

Planning Phase
Step 1 - SWOT
page 45 9th Ed.
SWOT Analysis
did Jan 16
noted Jan 21
http://www.youtube.com/watch?v=yPCV6gTi1D4

Step 2
Market-Product Focus
Goal Setting
GOPST  did Jan 16
- GOAL
- OBJECTIVE
- PLAN
- STRATEGY
- TACTICS

Step 3
Marketing Program
-------------------------------------
Chpt 12
Marketing of Services
for Jan 21
Intangible
Inconsistency
Inseparability
Inventory
Mktg Services PPT
did Jan 21

Gap Analysis p. 315 8th Ed.
Post Purchase Evaluation
Cognitive Dissonance
https://www.youtube.com/watch?v=n5lLRElifCY
did Jan 21

Chpt 14
pages 369-385 8th Ed.
pages 374-387 9th Ed.
Marketing Channels and Supply Channels
for Jan 23

Direct Channels p. 377 9th ed.
Supply Channels
Merchant Wholesalers
Agents and Brokers

Channel Conflict p. 383 8th Ed.
Cannibalization
did Jan 23
.
J.I.T. Just In Time
p. 395 8th ed.
did Jan 23
re-did Jan 28

Logistics and
Supply Chain Management
for Jan 23
-------------------------------------
Chpt 3
pages 75-95 8th Ed.
noted Jan 16
Environmental Scanning
PEST - 6E's
noted Jan 16
Political
Economic
Social-Cultural
Technological

Competition
Geography/Weather

SWOT Analysis
did Jan 28
http://www.youtube.com/watch?v=yPCV6gTi1D4
noted jan 16
did Jan 28
YouTube Video re: SWOT
---------------------------------------
Chpt 3
- Competitive Environment
page 89-92 8th Edition
page 91-93 9th Edition
(part of SWOT)
did h
Competition Basics
did 
.
Cannibalization
did Jan 23
First mover advantage
Second mouse...
did Sept 8
-------------------------------------
Sources of Information
did Jan 28
Government
Associations
Corporate
-------------------------------------
Gail Strachan
Seneca Library Services
S
-------------------------------------
Chpt 6
Marketing to Businesses
did Jan 30
B2B
Industrial Markets
Reseller Markets
B2G - government
(education, health, military)
B2NPOs

Number of potential buyers

ISO9000
did Jan 30
example pathcom.com

Supplier Development
- cadillac leather seats
did Jan 30
B2B Video from 2010http://www.youtube.com/watch?v=smOwwzpRtEk
did 
Why B2B business is useful for students to know - B2B allows for more sales people to make lots of money

Industrial Markets
Reseller Markets
Government Markets
NGO Markets
did Jan 30

Characteristics of Organizational buying
did Jan 30
 o Demand Characteristics
 o Size of the Order
 o Number of Buyers
 o Organizational Objectives
 o Organizational Buying Criteria
did 

Buying Situations 
p. 157 8th Ed.
http://www.youtube.com/watch?v=o5rlKIDyaaQ
Video made in 2010
- selling leather coats B2B

Straight Rebuy
Modified Rebuy
New Buy
did Jan 30

Online Buying
p. 160 8th Ed.
e-commerce
d

Benefits and Limitations
did Jan 30
noted again Feb 13

Things to be convincing
did Jan 30
Warranty as a part of branding
mentioned March 13
-------------------------------------

why saving time is an integral part of business and marketing
did Feb 11
------------------------------------
Chpt 8
Market Research
did Jan 28
- secondary only
pages 201-207 8th Ed.
pages 207-211 9th Ed.

Exploratory Research
Descriptive Research
Casual Research

 5 step approach
Marketing Information 
did Jan 28, Feb 13
http://www.youtube.com/watch?v=BYXIHlDL8jk&feature=related
watch this video
1. Define the problem
2. Analyze the situation
3. Get specific data
  - Qualitative research
  - Quantitative research
4. Interpret the data
5. Develop conclusions
---------------------------------------
- class participation # 3
(not used in 2015)
------------------------------
Chpt 6 2010 text
Chpt 9 2014 text
Segmenting Consumer Markets using 
Segmenting
did 
.
Marketing Demographics
http://www.youtube.com/watch?v=XFxwDNTcI_s
---------------------------------------
Online Chpt 6 quiz
2010 text
Chpt 9 2014 text
p. 230 - 248 8th ed.
p. 233-250 9th ed.

Consumer Buying Behaviour
Needs, Wants
Physiological Needs
 o Safety Needs
 o Social Needs
 o Personal Needs
Motivation Theory
noted Feb 13
Psychographics
did
- Lifestyle Analysis
    - Activities
    - Interests
    - Opinions
    - Demographics

Social Influences
Family Influences
- social class
- reference group
- opinion leader (bloggers!)
- Culture

Problem Solving Process

Cognitive Dissonance
https://www.youtube.com/watch?v=n5lLRElifCY&feature=youtu.be
did
Trends
Feb 6th, 11th

Positioning
did Feb 18
p. 243-244 in 8th Edition text
Positioning powerpoint
did feb 18
 segmentationstudyguide
.com/all-about-positioning/
a recommended source of info

Perceptual Maps
p. 244 8th ed.
did Feb 18
segmentationstudyguide
.com/understanding-perceptual
-maps/perceptual-maps/
a recommended source of info
--------------------------------------
Chpt 7 (2010 text)
http://www.youtube.com/watch?v=eLuQOuiusJY
Business and Organizational Customers
Dec 2009 by students
---------------------------------
Buying Behaviour of Business ? Organizational Customers
 
 
 

2010 Video - Part 2
http://www.youtube.com/watch?v=4yUnF25bH8Y
Purchasing Managers
made in class Oct 5th

-------------------------------
 

The Scientific Method

Identify Primary Data Gathering Techniques
Interpret Primary + Secondary Research Data
 
 
Discussed Haagen Dazs case in detail and explained what to do
did Feb 13, 18
witiger.com/seneca
college/MRK200/
2015-Feb-marketing_cases.pdf

Mid Term Case
 http://www.witiger.com
/senecacollege/MRK200/
MRK200Midterm-2015
-case-only.pdf
mentioned  Feb 18
 
 
 
 
 
 
 

 

Step 3
Develop the program's marketing mix

Product Strategy
B2B classificatiojn
Branding
Packaging
----------------------------------
First Mover Strategies
mentioned March 13
"early bird gets the worm"
versus
"second mouse gets the cheese"
YouTube video - Part 1
Prof. Steve Litt and Prof. Tim Richardson
Richardson and Litt
watch on your own.
YouTube video - Part 2
https://www.youtube.com/watch?v=pbBw-O_CAWw&feature=youtu.be
Prof. Steve Litt
watch on your own
-----------------------------------
Chpt 11
Managing Products and Brands
p. 290-302 8th Ed.
p. 293-306 9th Ed.
BRANDING
did Mar 11

o Brand Awareness 
did March 11
o Brand Personality p. 291
did March 11
o Brand Recognition 
did March 11
o Brand Allegiance
did March 11
o Brand Ambassador
o Brand Equity p. 291-293
did again March 13
o Brand Licensing p. 294
did March 13

Branding Strategies
p. 295-297
did March 13

Private Branding p. 298
no Frills, Loblaws
Mixed Branding p. 298

Packaging

Packaging PPT 
did March 13
did March 18
discussed food containers and opening
was done in MRK106

Branding Internationally
brandinginternational.htm

Online Branding
OnlineBranding.htm
did briefly March 13
 

Chpt 8 (old 2009 text)
http://www.youtube.com/watch?v=ytwPbZJH0u0
2009 student info on "Marketing Information"
Dec 2009 by students
---------------------------------
Chpt 17 (old 2009 text)
equals Chpt 13 in 2014 text
http://www.youtube.com/watch?v=h0SWlOjNmxI
2009 student info on "Psychological Pricing"
Dec 2009 by students
---------------------------------
Chpt 17 (2010 text)
Chpt 13 is Price Setting

Pricing slide
did March 18
Pricing Objectives
did March 18
pricing policies
- skimming 
- penetration
- introductory
discount policies
stockturn rate
did March 18

Breakeven analysis
-------------------------------------
Chpt 16
IMC
Push versus Pull
did
video
page 442-443 10th Ed. text
--------------------------------------
Chpt 18
Personal Selling
did March 18
 
Order taking
Order getting
Missionary Salespeople
Sales Engineer
Team Selling
did March 18
p. 489-492
.
Steps in the Selling Process
Selling PPT
noted March 13
1. Prospecting/Qualifying
2. Approach
3. Presentation
4. Demonstration
5. Handling Objectives
6. Closing
7. Follow-up
did March 18
.
Overall Promotion PPT
The Promotion Mix
did March 20
Personal Selling
Mass Selling
- Advertising
- Publicity
- - Viral Marketing
Sales Promotion

Promotion people
3 promotion objectives
did March 20
- Inform
- Persuade
- Remind

Promotion results in
did March 20
A.I.D.A.
- Attention
- Interest
- Desire
- Action
Effective Communication
did March 20
- noise
- encoding

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

Develop + calculate market and sales potential and forecasts
Chpt 5 Video Review
http://www.youtube.com/watch?v=sRhD34E08Bs
Dec 2009 by students
 

Chpt 18
Online Chpt 18 quiz
Pgs. 511-525
Interpret Numerical information to resolve marketing problems
Evaluate marketing performance using metrics
Estimate Market Share
Price Setting
Mark-ups
costs
break-even analysis
setting prices
--------------------------------------
Chpt 18 Video Review
http://www.youtube.com/watch?v=gtKEfhdlVoE
Dec 2009 by students
using a previous text
---------------------------------
 

-------------------------------
FINAL EXAM
 

2015 
Jan 14
Jan 16 Fri
Jan 21 Chpt 12
Jan 23 Chpt 14
Jan 28 KPI
Jan 30
Jan 30
Feb 4
Feb 6 Chpt 9
Feb 11 trends
Feb 13 Haagen Dazs case
Feb 18 exam case
Feb 20
Feb 25
Feb 27 Mid Term 20%
Mar 1-7th study week 2015
Mar 11 Wed
Mar 13
Mar 18 Chpt 18
Mar 20
Mar 25
Mar 27
Apr 01 
Apr 03 holiday
Apr 8 report-part2 due
Apr 10
Apr 15 presentations
Apr 17 presentations
 

Presentation Tips

.
 
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
.
Learning Outcomes  2015 Jan from
http://www.senecacollege.ca/ssos/findOutline.do?schoolCode=77&termCode=20151&subjectCode=MRK200
Upon successful completion of this subject the student will be able to:

 1. Prepare positioning statements and marketing strategies for "real world" situations.
 2. Draw conclusions and make marketing recommendations based on numerical analysis.
 3. Calculate market and sales potential.
 4. Analyze and solve marketing problems using various models and frameworks (e.g. SWOT, 5C's etc).
 5. Interpret market research findings.
 6. Formulate achievable, measurable marketing objectives.
 7. Evaluate marketing performance and recommend corrective action if necessary.
 8. Interact with others in groups or teams in ways that contribute to effective working relationships and achievement of goals.

ACTIVITY  VALUE (2015 Jan)
Marketing Plan Group Project: Report 1  10%
Marketing Plan Group Project: Report 2  15%
Case Study Analysis: Individual  10%
Case Study Analysis: Team  10%
Marketing Plan Presentations  10%
Mid-term Exam  20%
Final Exam  25%
TOTAL  100%
 
Marketing 
Plan 
Group 
Project: 
Report 1 
10%
.
Marketing 
Plan 
Group 
Project: 
Report 2 
15%

 


 
 
 
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 (8th ed.)(43-49 9th ed.)
6 B2B
12 Services
14 Marketing Channels and Supply Channels
2 SWOT p. 45 9th ed.
8 Market Research p. 207-212 9th ed.
3 6E's (PEST) + Competition

1 Goals and Objectives p. 34-37 9th ed.
9 Segmentation p. 230-234, 238-241, 243-245
11 Product/Branding page 290-302
18 Personal Selling page 485-492 489-496 9th ed.
13 Sales Promotion page 352-354
9 Sales Forecasting page 245-247    250-252 9th ed.
19 Planning page 514-515, 518-527,  522-523 9th ed.
2 Implementation page 47-49

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 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.

Final team Chpt-by-chpt presentations 2009

2014 Assignment Info - Part One
 MRK200/MRK200-assignment-report-part1.htmReport 1 due ....

2014 Assignment Info - Report Part Two
MRK200/MRK200-assignment-report-part2.htmReport 2 due ...
.
 
witiger.com
  CONTACTI MAIN PAGE I NEWS GALLERY I E-BIZ SHORTCUTS I INT'L BIZ SHORTCUTS I MKTG?BUSINESS SHORTCUTS I TEACHING SCHEDULE
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  MISTAKES ITEXTS USED I IMAGES I RANK IDISCLAIMER I STUDENT CONTRIBUTORS I FORMER STUDENTS I PUBLICATIONS I TIPS Ifor those On The Level who believe in faith, hope and charity
.

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index of all the ppt's for 9th edition
 http://www.mcgrawhill.ca/college/shapiro9/olc/olc/index.html
.
.
 
http://www.senecac.on.ca/outlines/103/SMEB/MRK200.HTM This is the MRK 200 web site from the School of Marketing and e-Business with the official course outline for Sept 2010 as is normally handed out in the first class
.
.
.
witiger.com
  CONTACT I MAIN PAGE I NEWS GALLERY I E-BIZ SHORTCUTS I INT'L BIZ SHORTCUTS I MKTG?BUSINESS SHORTCUTS I TEACHING SCHEDULE
.
  MISTAKES ITEXTS USED I IMAGES I RANK IDISCLAIMER I STUDENT CONTRIBUTORS I FORMER STUDENTS I PUBLICATIONS I TIPSfor those On The Level who believe in faith, hope and charity
.

.

Prof. W. Tim G. Richardson © www.witiger.com