Marketing Principles 1
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
Section I: Administrative Information
  Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Winter 2019
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Business, Canadian Institute of Manageme, Marketing & Sales Certificate
Program Coordinator(s): N/A
Course Leader or Contact: N/A
Version: 20190107_00
Status: Approved (APPR)

Section I Notes: This course is offered in a classroom version and an online version. In the classroom version, there are three hours per week of classroom instruction. The online version is a web-based course offered entirely online through Sheridan College. Students taking this course will need reliable access to the internet, and should have a basic level of comfort using computers as well as the self- discipline to study online. Students can expect to spend an additional three hours per week for online activities such as postings, discussions, and homework.

Section II: Course Details

Detailed Description
Study the factors required for achieving success in the marketplace against an increasing number of national and international competitors. Learn about the marketplace, consumer behaviour, distribution and promotion, effective market and product planning, market research techniques to ensure budgets are spent appropriately, how brands are created, and the value of assessing the various types of advertising activities.

Program Context

Business Program Coordinator(s): N/A
This is a required course in the Business Certificate, offered through the Faculty of Continuing and Professional Studies.

Canadian Institute of Manageme Program Coordinator(s): N/A
This is an approved course in the Managerial Marketing (category) in the Canadian Institute of Management offered through the Faculty of Continuing and Professional Studies.

Marketing & Sales Certificate Program Coordinator(s): N/A
This is a required course in the Marketing & Sales Certificate, offered through the Faculty of Continuing and Professional Studies.

Course Critical Performance and Learning Outcomes

  Critical Performance:
By the end of this course, students will have demonstrated the ability to examine a marketing problem or opportunity situation, research options, make recommendations with supporting rationale and document these in a business case study to create a marketing plan.
Learning Outcomes:

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

  1. Describe the concepts that show, marketing is much more than just advertising and promotion.
  2. Differentiate between macro and micro markets and how their subsets work in marketing distribution channels and logistics.
  3. Categorize psychological and socio-cultural issues affecting consumer decision making, at present and in future, in Canada.
  4. Apply steps for successful market segmentation and product positioning for new products and repositioning for mature products.
  5. Discuss new product development procedures and product strategies and why so many fail in the marketplace.
  6. Distinguish between the common basic business pricing strategies.
  7. Describe the relative advantages and disadvantages of various marketing communications options.
  8. Recommend marketing actions for a variety of marketing situations and environments.
  9. Demonstrate the use of a problem solving model to make marketing recommendations.
  10. Discuss current global and regulatory issues in marketing.
  11. Analyze a marketing problem situation and provide recommendations and supporting rationale in a business case study.
  12. Demonstrate professional behaviours, including: a. Working effectively in a team environment for all group assignments b. Meeting due dates c. Producing professional quality reports and presentations d. Using reference materials accurately.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: ONLINE
 Tests (2 X 20%)40.0%
 Group Project20.0%
 Group Presentation15.0%
 Case Study10.0%
 Discussion Questions (3 x5%)15.0%

Evaluation Plan: IN-CLASS
 Tests (2x20% 1x15%)55.0%
 Individual(or group)assignments15.0%
 Problem Solving Assignment (Case) 2x5%10.0%
 Business case study20.0%

Evaluation Notes and Academic Missed Work Procedure:
To encourage behaviours that will help students to be successful in the workplace and to ensure that students receive credit for their individual work, the following rules apply to every course offered within the Faculty of Continuing and Professional Studies. 1. Students are responsible for staying abreast of test dates and times, as well as due dates and any special instructions for submitting assignments and projects as supplied to the class by the professor. 2. Students must write all tests at the specified date and time. Missed tests, in-class/online activities, assignments and presentations are awarded a mark of zero. If an extension or make-up opportunity is approved by the professor as outlined below, the mark of zero may be revised by subsequent performance. The penalty for late submission of written assignments is a loss of 10% per day for up to five business days (excluding weekends and statutory holidays), after which, a grade of zero is assigned. Business days include any day that the college is open for business, whether the student has scheduled classes that day or not. 3. Students who miss a test or in-class/online activity or assignment or fail to submit an assignment on time due to exceptional circumstances are required to notify their professor in advance of the class whenever possible. A make-up test may be supplied for students who provide an acceptable explanation of their absence and/or acceptable documentation explaining their absence (e.g., a medical certificate). All make-up tests are to be written at a time and place specified by the professor upon the student¿s return. Alternately, students may be given an opportunity to earn the associated marks by having a subsequent test count for the additional marks. Exceptional circumstances may result in a modification of due dates for assignments. 4. Unless otherwise specified, assignments and projects must be submitted at the date and time specified by the instructor. 5. Students must complete every assignment as an individual effort, unless the professor specifies otherwise. 6. Since there may be instances of grade appeal or questions regarding the timely completion of assignments and/or extent of individual effort, etc., students are strongly advised to keep, and make available to their professor, if requested, a copy of all assignments and working notes until the course grade has been finalized. 7. There will be no resubmission of work unless this has been previously agreed to or suggested by the professor. 8. Students must submit all assignments in courses with practical lab and field components in order to pass the course.

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:


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

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.
Instruction Mode: In-Class
Professor: Multiple Professors
RequiredTextbookMarketing Core, Kerin, Hartley, Rudelius, Clements, Skolnick, McGraw, 5th, ISBN 9781259269325, w/connect access card

Applicable student group(s): Faculty of Continuing and Professional Studies, INCLASS and ONLINE students.
Course Details:

Week 1: Orientation Module - Online
- Welcome
- Instructor Bio
- Netiquette
- Slate 2 navigation, learn how to access Sheridan Library
- Starting your course: Access your course on or before the first 
   day of class by signing into Slate2
- Course Policies, Assignments and due dates
- Exams and Tests
- Marks and Marking Schemes
- Getting help from instructor

Module 1: Weeks 1-3 In-Class
          Weeks 2-4 Online

Understanding Marketing

Topics: Marketing Fundamentals - What Marketing is All About, Today's
Marketing Environment, Understanding the Consumer - Psychological and
Social Cultural Influences

Learning Outcomes:  1,4,5,10

Learning Activities and Assessments: Read Chapters 1,2,3, Powerpoints
provided on each chapter summarizing key details.
Discussion Question: Not graded - Online
Group Project and Presentation: Assigned - Online
Individual Assignment: Assigned - Online
Module 2: Weeks 4-5 In-Class
          Week 5 Online

Topics: Segmentation and Product Positioning, Marketing Research

Learning Activities and Assessments: Read Chapters 6 (by end of week
4) and Chapter 4. Video(s) on example(s) of how market research
companies develop data. Powerpoints provided on each chapter
summarizing key details.

Learning Outcomes:  2,3,5,8

SWOT Project handed out in week 4 (either group or individual)
presentations week 7 (15%)

Discussion in-class students on SWOT project in week 5
In week 5, Test #1 on Chapters 1,2,3 and 6  (15%)
Discussion Questions: Graded - Online (5%)

Module 3: Weeks 6-7 In-Class
          Week 6 Online

Topics: Business to Business Marketing (B2B), Retailing and

Learning Outcomes:  1,2,3,4,6

Learning Activities and Assessments: Read Chapters 5 and pages 240-
242 of Chapter 11. Other handouts will include current data on latest
statistics in these sectors and Powerpoints on chapter 5 summarizing
key details.

Discussion on first test results. In -class students discuss SWOT
project in week 6
Presentations will be done in week 7. In-Class.
"Farmboy" - individual assignment due week 9 handed out week 7. (5%)
Chapter 5 - Online

Module 4: Weeks 8,9,10 In-Class
          Weeks 7-8 Online

Topics: Designing Marketing Strategies for Products and Services,
Branding, Product Planning, Strategies and Life Cycles and General
Pricing Strategies

Learning Outcomes:  3,4,5,6

Learning Activities and Assessments: Read Chapters 7,8,9  Powerpoints
provided on each chapter summarizing key details.

Case study due week 13 handed out(20%)In-Class
Mid-term test chapters 4,5,7,8 done in week 9(20%) In-Class
"Farmboy" hand-in assignment due week 9 (5%) In-Class
Chapters 7-8, Online
Mid-Term Test Chapters 1,2,3,5,6 (20%) Online

Module 5: Weeks 11,12,13 In-Class
          Weeks 9-12 Online

Topics: Distribution, Supply Systems  and Marketing Communications,

Developing Integrated Marketing Communication Programs

Learning Outcomes:  2,3,4,5,6,7,8

Learning Activities and Assessments: Read Chapters 10,11,12, 13. In-
Powerpoints provided on each chapter summarizing key details.

In-class (or individual) assignment on marketing ideas for a company
in trouble (5%) In-class week 11, online handed out due week 12. 

Case study due(20%) In-Class

Chapters 10,11,13 Online
Discussion Questions graded (5%) Online
Individual Assignment due (10%) Online
Discussion Questions graded (5%) Online

Module 6: Week 14 In-Class
          Week 13-14 Online

Topics: Discussion of case study, Customer Relationship Management,
Marketing and Strategic Planning and Course summary

Learning Outcomes: 1,2,3,4,5,6,7,8,9,10,11

Learning Activities and Assessments: Read Chapter 13, Powerpoint
provided on this chapter summarizing Case Study and key course points.

Final test on chapters 9-13(20%) In-Class
Final test on chapters 7,8,10,11,13 (20%) Online
Group Project (20%) and Presentation (15%)Online

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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