Marketing Plan Development
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  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: Fall 2014
Prerequisites: (MKTG70019)
Corequisites: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Marketing & Sales Certificate
Program Coordinator(s): Multiple Coordinators
Course Leader or Contact: Multiple Course Leaders
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 and hosted by 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.

Section II: Course Details

Detailed Description
Students are introduced to marketing analysis and planning, including advanced marketing theory, and discussions in contemporary marketing topics. Emphasis is placed on the development of a marketing plan. Students use a variety of learning tools including interactive lectures, case studies, videos, assignments, and presentations In the online course students use a variety of online learning tools including case studies, online assignments, and presentations. Students are expected and will be marked on assignments submitted online, participate actively in discussion groups and activities, and chats as assigned.

Program Context

Marketing & Sales Certificate Program Coordinator: Multiple
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 apply marketing analysis tools, and write and support a 
marketing plan using advanced marketing theory. 

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

1. Describe sustainable marketing practices, including social 
responsibility and ethical behaviour.

2. Perform comprehensive SWOT, issues, and competitive analyses as 
part of a marketing plan environmental scan.

3. Develop a marketing plan that reflects the marketing theory in 
this course.

4. Apply the marketing segmentation process in both consumer and 
business markets, to effectively position a brand.

5. Contrast the differences between business-to-business and business-
to-consumer marketing.

6. Explain how a marketing mix needs to respond to various micro and 
macro environmental changes.

7. Identify the main elements of an income statement, and apply 
financial analysis in marketing problem solving and decision making.

8. Identify the unique characteristics of a service business.

9. Describe marketing channel issues that can impact the 
implementation of a marketing plan. 

10. Demonstrate professional behaviours, including:
    a) Meeting due dates with all online activities.
    b) Producing professional quality reports and presentations
    c) Using reference materials responsibly

Evaluation Plan
Students demonstrate their learning in the following ways:

IN-CLASS Evaluation

Tests (2x20%)	                 40%
In-class Case Competition	 10%
In-Class Activities	         20%
Individual/Team Marketing Plan   30%

Total	                         100%

Online Evaluation

Online Tests (2 x 20%)	         40%
Online Activities:
Online Assignments 
Discussion Board Activities 	 20%
Group Marketing Plan:
Part 1 Written submission 10%
Part 2 Written submission 20%
Group Presentation 10%	         40%

Total	                         100%

Please note: All group activities, tests and group presentations 
will be done online using a variety of tools that will be described 
during the initial orientation session or during the appropriate 
time in the course.
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

Notes:  N/A

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.
Print Effective Term Professor Applicable Student Group(s)
Fall 2014 Multiple Professors Faculty of Continuing and Professional Studies IN-CLASS students.
Fall 2014 Multiple Professors Faculty of Continuing and Professional Studies Online students.

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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