Course Outline

School:

Business

Department:

Graduate Studies

Course Title:

Marketing Analysis & Planning

Course Code:

MKTG 742

Course Hours/Credits:

56

Prerequisites:

N/A

Co-requisites:

N/A

Eligible for Prior Learning,

Assessment and Recognition:

N/A

Originated by:

Danica Lavoie

Creation Date:

Summer 2013

Revised by:

Danica Lavoie

Revision Date:

Fall 2014

Current Semester:

Summer 2015

Approved by:

Chairperson/Dean

Students are expected to review and understand all areas of the course outline.
Retain this course outline for future transfer credit applications. A fee may be charged for
additional copies.
This course outline is available in alternative formats upon request.

MKTG 742

CENTENNIAL COLLEGE

Marketing Analysis & Planning

Course Description
Upon completion of this course, students will have demonstrated the ability to: identify the components of
a marketing plan and describe the role of analysis in business; find, evaluate, process, integrate and cite
information; perform a situation analysis (internal/company, external analysis + SWOT); perform trade
area and segmentation analyses using ENVISION software; formulate an entry strategy based on their
findings; and produce an integrated marketing strategy consistent with their entry strategy. Students will
also have demonstrated the ability to present their analyses and recommendations coherently and
convincingly to an audience of their peers.

Program Outcomes
Successful completion of this and other courses in the program culminates in the achievement of the
Vocational Learning Outcomes (program outcomes) set by the Ministry of Training, Colleges and
Universities in the Program Standard. The VLOs express the learning a student must reliably demonstrate
before graduation. To ensure a meaningful learning experience and to better understand how this course
and program prepare graduates for success, students are encouraged to review the Program Standard by
visiting http://www.tcu.gov.on.ca/pepg/audiences/colleges/progstan/. For apprenticeship-based programs,
visit http://www.collegeoftrades.ca/training-standards.

Course Learning Outcomes

The student will reliably demonstrate the ability to:
1. Locate and interpret secondary sources and statistical data in the context of preparing a marketing
analysis.
2. Analyze the impact of competition, branding, industry structure, environmental factors, consumer
behaviour and market potential on overall industry attractiveness.
3. Using Environics Analytics' ENVISION software, develop comprehensive profiles of selected target
markets.
4. Produce a report which summarizes the main findings of your analysis to date, and concludes with
recommendations for an industry entry strategy.
5. Develop a compelling presentation which summarizes the key points that led to the development of
an industry entry strategy and outlines a plan for entry, including a positioning strategy and unique
value proposition.
6. Summarize what you have learned as a result of taking this course and working on this project and
reflect on its impact.

Essential Employability Skills (EES)

The student will reliably demonstrate the ability to*:
1. Communicate clearly, concisely and correctly in the written, spoken, and visual form that fulfills the
purpose and meets the needs of the audience.
2. Respond to written, spoken, or visual messages in a manner that ensures effective
communication.
3. Execute mathematical operations accurately.
4. Apply a systematic approach to solve problems.
5. Use a variety of thinking skills to anticipate and solve problems.
6. Locate, select, organize, and document information using appropriate technology and information
systems.
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

MKTG 742

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Marketing Analysis & Planning

7.
8.
9.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values belief systems, and contributions of others.
Interact with others in groups or teams in ways that contribute to effective working relationships
and the achievement of goals.
10. Manage the use of time and other resources to complete projects.
11. Take responsibility for one's own actions, decisions, and consequences.
*There are 11 Essential Employability Skills outcomes as per the Ministry Program Standard. Of these 11 outcomes, the following will be
assessed in this course.

Global Citizenship and Equity (GC&E) Outcomes

N/A

Text and other Instructional/Learning Materials

Text Book(s):
Custom textbook for MKTG742 - Marketing Analysis and Planning. Compiled by Professor Danica Lavoie
and published by Pearson Custom Library. ISBN 1-269-78983-x.
Online Resource(s):
Environics Analytics' ENVISION software.
Material(s) required for completing this course:
Signed End-User Licensing Agreement for ENVISION software.
During ENVISION Training, students are required to bring an Internet-enabled device to class (e.g.
netbook, laptop, smartphone)

Evaluation Scheme
Individual Research Assignment: Using online databases available from the Learning Resource
Centre, students are required to research an assigned topic, obtain articles, summarize the articles
and use reference sources using RefWorks and APA.
In-Class Assignments: Assignments done in-class (STEEP & 5 Forces)
Situation Analysis: External analysis of an industry, internal analysis of the competitors within it, and
SWOT matrix summarizing strengths, weaknesses, opportunities and threats for the companies in
that industry.
ENVISION Individual Assignment: Trade Area Report
ENVISION Group Assignment: Identification of High-Potential Target Groups, Creation of Target
Group Sets and Imaging.
Final Report: Report: Analysis and recommendations regarding entry strategy and marketing
strategy.
Peer Assessment: Reflect upon and evaluate performance of peers involved in major report.
Individual Reflection: Reflect on what the individual has learned in this course throughout this
semester and its impact.
Final Presentation: Present analysis and recommendations.

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

MKTG 742

CENTENNIAL COLLEGE

Evaluation Name

CLO(s)

Individual Research Assignment

In-Class Assignments
Situation Analysis

1
2
1, 2, 4

ENVISION Individual Assignment

ENVISION Group Assignment
Final Report

3
3
1, 2, 4

Peer Assessment
Individual Reflection
Final Presentation

6
6
5

Total

Marketing Analysis & Planning

EES
GCE
Weight/100
Outcome(s) Outcome(s)
6, 7, 10
10
4
5
1, 3, 4, 6,
20
7, 9, 10
4, 5, 6, 7
10
1, 5, 6, 7
10
1, 3, 4, 5,
30
6, 7, 8, 9,
10, 11
11
5
8, 11
5
1, 2, 9, 10,
5
11
100%

If students are unable to write a test they should immediately contact their professor or program Chair for
advice. In exceptional and well documented circumstances (e.g. unforeseen family problems, serious
illness, or death of a close family member), students may be able to write a make-up test.
All submitted work may be reviewed for authenticity and originality utilizing Turnitin. Students who do not
wish to have their work submitted to Turnitin must, by the end of the second week of class,
communicate this in writing to the instructor and make mutually agreeable alternate arrangements.
When writing tests, students must be able to produce official College photo identification or they may be
refused the right to take the test or test results will be void.

Student Accommodation
It is College Policy to provide accommodation based on grounds defined in the Ontario Human Rights
Code. Accommodation may include modifications to standard practices. Students with disabilities who
require academic accommodations must register with the Centre for Students with Disabilities. Students
requiring accommodation based on other human rights grounds should talk with their professors as early
as possible. Please see the Student Accommodation Policy.

Use of Dictionaries

Any dictionary (hard copy or electronic) may be used in regular class work.

Program or School Policies

N/A

Course Policies
Students must obtain an average mark of 50% on all individual components of the course, i.e. research
assignment, in-class assignments, ENVISION individual assignment, peer assessment and reflection, to
pass the overall course.
Students enrolled in this course must sign the end-user licensing agreement associated with the use of
THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

MKTG 742

CENTENNIAL COLLEGE

Marketing Analysis & Planning

ENVISION software and must abide by the terms contained therein.

Students must be present for a minimum of 8 hours of hands-on ENVISION training, must obtain a
minimum mark of 50% on ENVISION assignments, must pass the course and must graduate from the
program to be awarded an ENVISION training completion certificate upon graduation.
Wikis, such as Wikipedia, are not permitted sources for purposes of this course.
Other than data contained in ENVISION, information that is recent, i.e. published within the last two years,
must be used as the basis of assignments and reports. Exceptions must be approved in writing by the
professor.
In-text sources and report bibliographies must comply with the most current APA standards. Students are
strongly encouraged to use citation software to create in-text citations and produce bibliographies.
Plagiarism will NOT be tolerated under any circumstances. You must use quote marks to indicate
whenever you are using someone elses words, and this must be followed by an in-text citation and a full
reference in the Bibliography or Works Cited section of your assignment or report. For proper format,
consult the APA handout on the e-centennial site for this course. Students are encouraged to avoid
plagiarism by submitting their reports to the Turn It In self-check, available on e-centennial, prior to
submitting them to the professor.
As per the School of Businesss policy, you will get a 0 on any assignment or report where plagiarism is
evident. A second violation results in a 0 on the course.

College Policies
Students should familiarize themselves with all College Policies that cover academic matters and student
conduct.
All students and employees have the right to study and work in an environment that is free from
discrimination and harassment and promotes respect and equity. Centennial policies ensure all incidents
of harassment, discrimination, bullying and violence will be addressed and responded to accordingly.
Academic honesty is integral to the learning process and a necessary ingredient of academic integrity.
Academic dishonesty includes cheating, plagiarism, and impersonation. All of these occur when the work
of others is presented by a student as their own and/or without citing sources of information. Breaches of
academic honesty may result in a failing grade on the assignment/course, suspension or expulsion from
the college.
For more information on these and other policies, please visit www.centennialcollege.ca/aboutcentennial/college-overview/college-policies.
Students enrolled in a joint or collaborative program are subject to the partner institution's academic
policies.

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

MKTG 742

CENTENNIAL COLLEGE

Marketing Analysis & Planning

PLAR Process
This course is not available for PLAR as only students who are enrolled in the course are permitted to use
Environics Analytics' proprietary ENVISION software, which is required to complete course assignments.
This course outline and its associated weekly topical(s) may not be reproduced, in whole or in
part, without the prior permission of Centennial College.

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

MKTG 742

CENTENNIAL COLLEGE

Marketing Analysis & Planning

Topical Outline (subject to change):

Week
1

Topics
Introduction to the
course

Readings/Materials
Course outline

Weekly Learning Outcome(s)

Introduction to the course and the ecentennial site.

Handout
The Marketing Plan
Chapters 1-2
The Role and Process
of Analysis in
Business
2-3

Finding, Evaluating
and Processing
Information:

Explain the concept, components and

objectives of a marketing plan

Instructional Strategies

Evaluation
Name

Evaluation
Date

Icebreaker
Review course outline,
evaluation and course
policies.
Demonstrate ecentennial site.

Identify the role of analysis in business and

describe the analysis process.
Chapters 3-4-5

Advanced search
techniques
Useful sites and
books

Lecture and class

discussion.
Explore the range of primary and secondary Online demonstration of
sources used in business.
advanced search
techniques and visits to
Apply advanced searching techniques to Web useful Web-based
and LRC databases.
sources.
Cite sources (in-text and bibliography) using
APA format.

Introduce individual
research assignment.

Describe the types of plagiarism.

Learning & Resource

Centre Visit:
Introduction to
Databases and Citing
Sources

Describe the components of a Situation

Analysis.

Slide Presentation
followed by work in
groups.

Databases
Citing Sources
Plagiarism
4

Introduction to Part 1
of Group Report: the
Situation Analysis

Chapter 6-7

Using secondary research sources,

investigate and report on the strengths and
weaknesses of assigned companies within an
industry.

How to Produce an
Internal Analysis

Individual
research
assignment
due (10%)

Perceptual Mapping
4-5

How to produce an
External Analysis

Chapter 8
Handout

Market Factors
Chapter 9

Summarize the strengths and weaknesses of

assigned companies using perceptual maps.
Identify the components of an external
Slide presentations
analysis.
followed by work in
groups.
Explain how market factors impact the
attractiveness of a product

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

In-class
STEEP
assignment
7

MKTG 742

Week

CENTENNIAL COLLEGE

Topics

Readings/Materials

STEEP Analysis

Weekly Learning Outcome(s)

Marketing Analysis & Planning

Instructional Strategies

category/market/industry

Evaluation
Name
2.5%

Evaluation
Date

Chapter 10
Porter 5 Forces
Analysis

Identify the components of STEEP and

analyze their impact on a specific industry.

In-class Porter
Assignment
2.5%

Identify the components of Porter's Five

Forces and analyze their impact on a specific
industry.
6

7-8

SWOT Analysis
Creating a SWOT
Matrix
ENVISION Software
Training

Chapter 11

Consolidate the findings of the internal and

external analyses into a SWOT matrix for
each assigned company in the industry.

Slide presentation
followed by work in
groups.

Bring signed End-User

Licensing Agreement
(EULA) to class

Illustrate the value provided by databases

such as Statistics Canadas Census &
Household Spending Survey, PRIZM C2,
Environics Social Values, Print Measurement
Bureau and Numeris in terms of their
usefulness in identifying high-potential market
segments.

Introduction to
Part 1 of
databases that are part Group Report
of ENVISION software due: Situation
Analysis,
Hands-on use of
including
ENVISION software
SWOT Matrix
20%

Trade Area Analysis

Handout

Using Environics Analytics ENVISION

software, create and analyze an assigned
trade area.
9-10 ENVISION Software
Training

11

Entry Strategy

Handout

Chapters 12-13-14

12-13 Developing Marketing Chapter 15-16-17-18

Strategy

Individual
Trade Area
Analysis
Assignment
Due 10%

Assess the potential of target groups; select

and create high-potential target group set;
produce "imaging" report of target group set.

Hands-on
demonstration of
ENVISION.

Recommend an entry strategy for either an

existing company to pursue, or for a new
company to enter the market.

Slide Presentation
followed by work in
groups.

Entry strategy must address: Positioning

Target Market(s)
Product Form
Proposed Branding
Develop an integrated marketing strategy to
reach your high-potential target market(s).

Slide Presentation
followed by work in

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)

Group
ENVISION
assignment
due 10%
Entry Strategy
(to be handed
in for
formative
feedback at
end of Week
11)

MKTG 742

Week

14

CENTENNIAL COLLEGE

Topics

Presentation of
Analysis, Synthesis
and
Recommendations

Readings/Materials

n/a

Weekly Learning Outcome(s)

Summarize analysis and synthesis and

present recommendations. Respond during
Question and Answer session.

Marketing Analysis & Planning

Instructional Strategies
groups.
Presentations

Evaluation
Name

Evaluation
Date

Part 2 of
Group Report
due: Entry
Strategy +
Marketing
Strategy 30%
Peer
Evaluation
due 5%
Individual
Reflection due
5%
Group
Presentations
5%

THIS COURSE ADHERES TO ALL COLLEGE POLICIES (See College Calendar)