Market Data Analysis
  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 2021
Prerequisites: APPL19402
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising and Marketing Comm, Advertising/Marketing CommMgmt
Program Coordinator(s): Marc Doucette
Course Leader or Contact: Andy Byj
Version: 20210118_01
Status: Approved (APPR)

Section I Notes: This course is delivered in mobile format. Students make extensive use of computers during in-class activities as well as to compute and analyze data. Students are required to have access to a laptop in class with Microsoft Excel 2013 or later.

Section II: Course Details

Detailed Description
Students are introduced to the fundamental processes and concepts of market research and how they are applied to analyzing market data from secondary sources. Students gain an overview of the market environment, marketing metrics and the role of market analysis in decision making. Students develop math skills by applying market measurement metrics and calculating trends. With an emphasis on performing secondary research, students will collect market data, perform data analysis, and use spreadsheet tools to prepare a presentation detailing their findings. Teaching strategies include interactive lectures, cases, small group work, and in-class activities. Students use a variety of learning vehicles including spreadsheet data analysis tools, videos and websites. Students complete case studies designed to reinforce and integrate the concepts learned.

Program Context

Advertising and Marketing Comm Program Coordinator(s): Marc Doucette
This is a required course in the Advertising and Marketing Communication program that provides knowledge to support other courses in the program.

Advertising/Marketing CommMgmt Program Coordinator(s): Marc Doucette
This is a required course in the Advertising and Marketing Communication program that provides knowledge to support other courses in the program.

Course Critical Performance and Learning Outcomes

  Critical Performance:
By the end of this course, students will have demonstrated the ability of applying metrics data and utilizing analytical tools and technology to gain actionable insights that can help make better business decisions.
Learning Outcomes:

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

  1. Explore the role of market research within an organization.
  2. Explain primary and secondary research.
  3. Analyze market data from secondary sources.
  4. Use mathematical principles and procedures to understand market trends.
  5. Construct spreadsheets to measure market performance metrics.
  6. Create compelling visuals for communicating data.
  7. Explain the key market elements impacting a business.
  8. Conduct an environmental scan, identifying key forces impacting an industry.
  9. Explain the key macroenvironmental elements that impact a business.
  10. Prepare an effective SWOT analysis.
  11. Explain the role of using market analytical tools for business decisions.
  12. Create a presentation in written and visual forms detailing key research findings using marketing best practices.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: IN-CLASS
 Test #1 - Individual25.0%
 Test #2 - Individual25.0%
 Group Assignment #115.0%
 Group Assignment #220.0%
 Group Presentation15.0%

Evaluation Notes and Academic Missed Work Procedure:
In addition to achieving a minimum 50% overall grade, a student must average at least 50% on the non-group components of the evaluation plan in order to receive credit for this course. The penalty for a late assignment is 10% of the total value of the assessment for the first 24-hour period (including weekends) after it is due. For every additional 24-hour period, 20% will be deducted. After the third 24 hour period (72 hours in total), the grade will be recorded as a zero (0) for that evaluation. For MISSED EVALUATIONS, please refer to the Advertising & Marketing Communications Student Success Guide for program policy and process.

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


Essential Employability Skills
Essential Employability Skills emphasized in the course:

  • Communication Skills - Communicate clearly, concisely and correctly in the written, spoken, visual form that fulfills the purpose and meets the needs of the audience.
  • Communication Skills - Respond to written, spoken, or visual messages in a manner that ensures effective communication.
  • Numeracy - Execute mathematical operations accurately.
  • Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
  • Critical Thinking & Problem Solving - Apply a systematic approach to solve problems.
  • Information Management Skills - Analyze, evaluate, and apply relevant information from a variety of sources.
  • Information Management - Locate, select, organize and document information using appropriate technology and information systems.
  • Interpersonal Skills - Show respect for the diverse opinions, values, belief systems, and contributions of others.
  • Interpersonal Skills - Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
  • Personal Skills - Manage the use of time and other resources to complete projects.
  • Personal Skills - Take responsibility for one's own actions, decisions, and consequences.

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
RequiredOtherCalculator required

Applicable student group(s): Advertising and Marketing Communications, Advertising and Marketing Communications Management.
Course Details:

Module 1 - Introduction to market research

  • Understanding primary and secondary research
  • Utilizing secondary research to define and evaluate a market


Module 2 – Market Analysis

  • Market size, segment size, market share, trends in the market, growth/decline rates Interpreting volume and value measurements of markets
  • Measuring the role of market channels Calculating key market metrics
  • Creating meaningful commentary of market data Using spreadsheet software to analyze market trends

Test #1 – 25%


Module 3 – Environmental scanning

  • Identifying elements of the uncontrollable external environment for markets (competitive, economic, political/legal, socio-cultural, demographic, technological, and natural environments)

Assignment #1 – 15%


Module 4 – Describing Data Column charts

  • Bar charts Pie charts Line graphs
  • Using spreadsheet software to visualize data

Presentation – 15%


Module 5 – Analyzing and selecting the most attractive market segment

  • Determining cost, volume, and profit relationships
  • Differentiating between fixed costs and variable costs
  • Calculating a break-even point
  • Applications of break-even analysis
  • Completing a SWOT analysis

Assignment #2 – 20%


Module 6 – CRM database

  • Analyzing data from CRM databases
  • Gaining customer insights from data mining
  • Using simple algorithms to predict customer activity
  • Evaluating customer segments in a database
  • Using analytics to improve programs
  • Valuing customers using the RFM method

Test #2 – 25%

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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