Service Marketing in Early Learning and Care Programs
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
Pre/Co/Equiv Notes: N/A
Supv. & Admin in ELC Programs
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
a basic level of comfort using computers as well as self-discipline
to work online. This course is taught entirely online. Students
expect to spend an additional 3 hrs/wk for online postings,
discussions, and homework.
| Section II: Course Details
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.
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
College Graduate Certificate
program within the Faculty of
Continuing and Professional
|Supv. & Admin in ELC Programs
||Program Coordinator: Multiple
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.
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%
The course meets the following Ministry of Training, Colleges and Universities requirements:
Essential Employability Skills emphasized in the course:
||Critical Thinking & Problem Solving
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):
||Not Eligible for PLAR
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.
-Review of Course Outline, expectations and evaluation
-Understanding online DE learning and mentoring
-Practice with online tasks and postings
Practice emails, postings, and online tasks
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%
Setting the Stage for an Effectice Marketing Plan
a) Market segments in ECE
b) Client research
c) Product or service
e) SWOT analysis
f) PEST analysis
Discussion topics 2 X 5%
DUE SWOT and PEST Analysis 20%
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%
Presenting the Marketing Plans
a) Presentation of student's marketing plans
b) Peer review and feedback of plans
DUE: Marketing Plan 40%
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