updated 2019 Nov 19
SENECA COLLEGE, TORONTO
As Taught by Prof. Tim Richardson 

Marketing 10th Ed.
used in 2017
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Marketing 9th Ed.
by Crane et al
usedi n Jan 2015
MRK 200,    MARKETING  I I

class pic 2015 Feb 20th
outlineSept 2019 enecacollege.ca/ssos/findOutline.do?schoolCode=0s58289&termCode=20193&subjectCode=MRK200
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
.
Sept
Sept / Oct
Oct / Nov
Nov / Dec
Quorum
Tap Dancing Oct 17
QualitativeOct 17
QuantitativeOct 17

Review of Marketing Concepts
4pP's - 6E's VIDEO
http://www.youtube.com/watch?v=j06cY_-Jc1Q
(noted )
by WITIGER

Scanning the 
Marketing Environment
Chpt 3,4,5 
Discussion 4P's
noted Sept 3

help "Sources of Info"
Sources of Information
noted  Sept 5 
did Oct 10
Government
Associations
Corporate
--------------------------------------
Review of Marketing Opportunities
 discussed Sept 5
read again for Sept 12
noted Oct 8
  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

Strategic
Marketing Process

Planning Phase
Step 1 - SWOT
did Sept 5
page 45 9th Ed.
page 43, 44 10th Ed.
SWOT Analysis
did Sept 10
http://www.youtube.com/watch?v=yPCV6gTi1D4

Step 2
Market-Product Focus
Goal Setting
GOPST
noted briefly Sept 5
- GOAL
- OBJECTIVE
- PLAN
- STRATEGY
- TACTICS

Step 3
Marketing Program
read online Sept 12
-------------------------------------
Chpt 3
The 6E's - review 
PEST - 6E's
noted Sept 3
read online in detail for Sept 12\
you need to know everything in 
here about the 6Es for MRK200
 o economic 
 o technological 
 o political/legal - regulatory 
 o social-cultural 
 o competitive 
 o geographic

------------------------------
Chpt 9 2019 text
Segmenting Consumer Markets using 
Segmenting

.
Marketing Demographics
http://www.youtube.com/watch?v=XFxwDNTcI_s
----------------------------------
Consumer Buying Behaviour
Needs, Wants
Physiological Needs
 o Safety Needs
 o Social Needs
 o Personal Needs
Motivation Theory

did Oct 8
-----------------------------
Psychographics
did
- Lifestyle Analysis
    - Activities
    - Interests
    - Opinions
    - Demographics

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

Problem Solving Process

Trends
Fe

Positioning
di
p. 243-244 in 8th Edition text
Positioning powerpoint
d
 segmentationstudyguide
.com/all-about-positioning/
a recommended source of info

Perceptual Maps
p. 244 8th ed.

segmentationstudyguide
.com/understanding-perceptual
-maps/perceptual-maps/
a recommended source of info
--------------------------------------
Blackberry's
global marketing campaign
- for discussion throughout the term
related to Learning Objective 2,3
WTGR's Jan 2012 Toronto Star article re: Blackberry
did Sept 19

discussed failures of
improper segmentation
did again Oct 8
GoPro
- not doing so well in 2018
did again Oct 8
mentioned Oct 17
- competition from new features on Android and iPhones

-----------------------------------
SWOT Analysis
watch online for Sept 12
noted again Oct 17
http://www.youtube.com/watch?v=yPCV6gTi1D4
YouTube Video re: SWOT
---------------------------------------
- Competitive Environment
business competitors direct
business competitors indirect
(part of SWOT)

Cannibalization
 

Online Buying
p. 160 8th Ed.
e-commerce
read on your own

Benefits and Limitations
noted Oct 10
read on your own

Things to be convincing
noted Oct 10
read on your own
Warranty as a part of branding

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

why saving time is an integral part of business and marketing
.
------------------------------------
Chpt 8
Market Research
did Oct 15
- secondary only

Exploratory Research
Descriptive Research
Casual Research

 5 step approach
Marketing Information 
did Oct 15
http://www.youtube.com/watch?v=BYXIHlDL8jk&feature=related
did Oct 15
watch this video again
1. Define the problem
2. Analyze the situation
3. Get specific data
  - Qualitative research
  - Quantitative research
4. Interpret the data
5. Develop conclusions
---------------------------------------
-
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
d
witiger.com/seneca
college/MRK200/
2015-Feb-marketing_cases.pdf

Old Mid Term Case
 http://www.witiger.com
/senecacollege/MRK200/
MRK200Midterm-2015
-case-only.pdf
men
-------------------------------------
Chpt 10
Developing New Products and Services
did Oct 17
 witiger.com/
marketing/newproduct
development.htm
1. Idea Generation 
2. Screening - obtaining opinions from potential users 
3. Idea Evaluation / Concept Development
4. Development of Product / Business Analysis
5. Commercialization
-----------------------------------
Chpt 12
Marketing of Services
introduced Sept 5
Intangible
Inconsistency
Inseparability
Inventory
Mktg Services PPT
read online Sept 12

Gap Analysis p. 315 8th Ed.
Post Purchase Evaluation
Cognitive Dissonance
https://www.youtube.com/watch?v=n5lLRElifCY
noted video Oct 10
WTGR added the story about buying the Valentine's gift

-------------------------------------
Chpt 14
Marketing Channels and Supply Channels
did Oct 15

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

Channel Conflict p. 383 8th Ed.
Cannibalization
did Oct 15
.
J.I.T. Just In Time
did Sept 19

Logistics and
Supply Chain Management
begun Oct 15
 
 
 
 
 
 
 

 

Step 3
Develop the program's marketing mix

Product Strategy
B2B classificatiojn
Branding
Packaging

Chpt 11
Managing Products and Brands
p. 290-302 8th Ed.
p. 293-306 9th Ed.
BRANDING
di

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

Branding Strategies
p. 295-297
di

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

Packaging

Packaging - Lids
Tim Horton's vs McDonalds

noted briefly Oct 17

Packaging PPT 
di
discussed food containers and opening
was done in MRK106

Branding Internationally
brandinginternational.htm

Online Branding
OnlineBranding.htm
did
 

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

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

Marketing Channels of Distribution
begun
direct channel
indirect channel

J.I.T. p. 399
Just In Time
did Oct 14
how JIT relates to the Supply Chain

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

43 secs

TQM
Total Quality Management
discussed why 99.9% is not enough
did Oct 14

.
Total Quality Management
http://en.video.sympatico.ca/news-info/top-stories/watch/-recall-issued-for-suvs/1743658935001/#.UD0QaHL7HMw

Agents and Brokers p. 377
did 
Intermediaries

Cannibalization and Channel Confliction

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

Promotion people
3 promotion objectives
di
- Inform
- Persuade
- Remind

Promotion results in
di
A.I.D.A.
- Attention
- Interest
- Desire
- Action
Effective Communication
did
- 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


Grizzly Bear stories
- need to develop your own
did Nov 19th


 

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
---------------------------------
-------------------------------------
Chpt 20
SoMe
Social Media
Digital Marketing

Mobile SEO / SMO
.
Local SEO factors
 poweredbysearch.com
/resources/top-local-seo-
ranking-factors-in-2015/
from 

did Nov 26th

Search Engines (SEO)
improve your ranking
Dev Basu former UTSC TA 
poweredbysearch.com

http://www.hubspot.com
 
Hubspot Certification
did Nov 26th
 http://certification.hubspot
.com/inbound-certification
and once you are signed in it will take you to
 http://academy.hubspot.
com/ic16/optimizing-
your-website-for
-search-engines
-----------------------------------
Inbound marketing and SEO
noted ..
(related to Content Marketing)
Inbound focuses on creating content and interactions which are 
"Useful and Interesting"

Why Inbound
- traditional marketing has failed
- the technological environment makes traditional mktg less effective
did Nov 26th

----------------------------------
First Mover Strategies
noted 
McDonalds and Subway
"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
did Nov 19th
YouTube video - Part 2
https://www.youtube.com/watch?v=pbBw-O_CAWw&feature=youtu.be
Prof. Steve Litt
did Nov 19th
-------------------------------------
-------------------------------
FINAL EXAM
 

2019
Sept 3
Sept 5
Sept 10
Sept 12 class cancelled
Sept 17
Sept 19
Sept 24
Sept 26
Oct 1 online class
Oct 3 online class
Oct 8
Oct 10
Oct 14 Thanksgiving
Oct 15
Oct 17
Oct 21-25 Break Week
Oct 29 Exam Q1
Oct 31 
Nov 5 
Nov 7 
Nov 12 Exam Q2
Nov 14
Nov 19
Nov 21
Nov 26
Nov 28
Dec 3
Dec 5 last class
Dec 8-13 exam week
 

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 2019
Chapters covered
MRK 200 2019
Chapters covered

2 4 P's (Product, Price, Promotion, Place)
3 6 Environments
4 Ethics and Social Responsibility
5 Consumer Behaviour
6 Organizations as customers, NPO, Govt
7 Global Markets

...Mid Term....

8 Marketing Research
9 Target Market Segmentation 
10 Developing New Products
13 Pricing
15 Retailing
16 IMC integrated Marketing Communications
- and Direct Marketing
20 Social Media
 

2 Successful Marketing Strategies
8
3 6 Environments
5 Buyer Behaviour
6 Organizations as customers, NPO, Govt
9 Target Market Segmentation 
Appendix A p. 54 10th Ed.
10
11
12 Managing Products & Brands (new), Pricing Products & Services
13 Financial Aspects of Marketing: P&Ls (New) Market Share, Projections, P&Ls, Incrementality, Gross Margin, Retail Margin, estimating End-Price.
Appendix B
SWOT

...Mid Term....

14 Pricing of Products, Managing Marketing Channels & Supply Chains
15 Retailing
16 IMC integrated Marketing Communications
- and Direct Marketing
20 Social Media
17 Advertising, Sales Promotion
18 Personal Selling, Sales Management
1
 


 
 
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
.
  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
.

.

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
.
Chpt 1,2,3 Video Review
http://www.youtube.com/watch?v=SYt59r-fJmU
Dec 2009 by students
.
.
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