Service Marketing in Early Learning and Care Programs
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  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
Section I: Administrative Information
  Total hours: 30.0
Credit Value: 2.0
Credit Value Notes: N/A
Effective: Fall 2014
Prerequisites: N/A
Corequisites: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Supv. & Admin in ELC Programs
Program Coordinator(s): Multiple Coordinators
Course Leader or Contact: N/A
Status: Approved (APPR)

Section I Notes: This is a web-based course offered online. To take this course, students will need reliable access to the Internet. They should have a basic level of comfort using computers as well as self-discipline to work online. This course is taught entirely online. Students can expect to spend an additional 3 hrs/wk for online postings, discussions, and homework.

Section II: Course Details

Detailed Description
Students examine marketing principles and practices as they apply to the manager's role in the operation of early childhood education centre. Participants will research and develop marketing plans through the identification of the needs of clients and market demands, including SWOT and PEST analyses. Strategies for effective program marketing, publicity, and promotion will be determined and evaluated for effectiveness. Through discussions, presentations, readings, research, assignments and practical applications, students have the opportunity to prepare and evaluate effective marketing plans.

Program Context

Supv. & Admin in ELC Programs Program Coordinator: Multiple
Within the context of the program, this course is one of the required courses in the Supervision and Administration in Early Learning and Care Programs Ontario College Graduate Certificate program within the Faculty of Continuing and Professional Studies.

Course Critical Performance and Learning Outcomes


By the end of this course, students will have demonstrated the 
ability to apply effective marketing principles in preparing, 
implementing, and evaluating marketing strategies for an Early 
Learning and Care program.


The achieve the critical performance, students will have demonstrated 
the ability to:

1.  Examine the principles of effective service marketing, specific to
    the operation of Early learning and care programs.
2.  Analyze the steps in developing a marketing plan including
    identifying market needs, client needs, and the marketable
3.  Practice the use of SWOT and PEST analyses to determine effective
    strategic marketing plans.
4.  Develop a marketing plan with goals, objectives, measurable
    outcomes, and method of evaluation.
5.  Evaluate effective marketing strategies for publicity and
    promotion; including slogans, logos and websites.
6.  Present a marketing plan that could be used for an ECE program.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.  Online Test                                              20%
2.  SWOT and PEST analysis                                   20%
3.  Group Discussions                 4 postings x 5%        20%
4.  Marketing Plan:  Goals/Objectives             10%
                     Measurable Outcomes          10%
                     Evaluation of Plan           10%
                     Presentation & Peer Feedback 10%        40%
Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:


Essential Employability Skills
Essential Employability Skills emphasized in the course:

  Communication   Critical Thinking & Problem Solving   Interpersonal
  Numeracy   Information Management   Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) : Office of the Registrar

Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

Challenge Exam Portfolio Interview Other Not Eligible for PLAR
X X X    

Notes:  Completion of all 3 PLA methods is required.

Section III: Topical Outline
Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Effective term: Fall 2014
Professor: Multiple Professors
1. Hearron, Patricia F., Hildebrand, V., Management of Child
   Development Centres, 8th ed., Pearson Publishers.  Available
   through college bookstore

1. Decker Celia A., Decker John R., Freeman Nancy, Knopf Herman,
   Planning and Administering Early Childhood Programs, 9th ed.,
   Pearson Ed. Publishers, 2009

Applicable student group(s): Continuing Education students who have met the program admission requirements of an ECE diploma or recognized equivalent.
Course Details:
Orientation Module


Course Orientation
-Review of Course Outline, expectations and evaluation
-Understanding online DE learning and mentoring
-Practice with online tasks and postings

Learning Activities:

Practice emails, postings, and online tasks
Module 1:

Understanding the Principles and Practices of Marketing


a) Defining service marketing
b) Analyzing the relationship between public relations, strategic
   planning and marketing
c) 4 C's vs. 4 P's of marketing
d) Review the role of the ECE manager in preparing for effective
   service marketing in an ECE program


Discussion topic 5%:

Online Test 20%
Module 2:

Setting the Stage for an Effectice Marketing Plan


a) Market segments in ECE
b) Client research
c) Product or service
d) Competition
e) SWOT analysis
f) PEST analysis


Discussion topics 2 X 5%

DUE SWOT and PEST Analysis 20%
Module 3

Developing the Marketing Plan


a) Goals and Objectives including identifying the 4 C's
b) Establish an action plan with measurable outcomes
c) Review and determine marketing tools for effective publicity and
   promotion including slogans, logos, websites, printed materials
d) Budget considerations
e) Identify a plan for evaluating the effectiveness of the marketing


Discussion topic 5%
Module 4:

Presenting the Marketing Plans


a) Presentation of student's marketing plans
b) Peer review and feedback of plans


DUE: Marketing Plan 40%

Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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