MAM1010:MARKETING&MANAGEMENT

Level:Introductory
Prerequisite:None
Description:Studentsidentifybasicmanagementandmarketingconceptsanddescriberetail
merchandisingstrategiesofvaluetotheretailemployee,managerorowner.
Parameters:Nospecializedequipmentorfacilities.

Outcomes:Thestudentwill:
1.identifyanddescriberolesandfeatureswithinanorganization
1.1identifyanddescribetherolesofmanagemente.g.,planning,organizing,leading,
monitoring,communicating
1.2describetheroleandevolutionofretailinginCanada
1.3identifyandexplainthefunctionsofbuying,sellingandmerchandising
1.4identifyandcomparefeaturesofdifferentformsofbusinessownershipe.g.,sole
proprietor,partnership,corporation,franchise,cooperative,conglomerate,multinational,
crowncorporation

2.describethecharacteristicsofmarketinganddecisionsmadewithinthemarketingmix
2.1identifytheimportanceofmarketingtoamarketeconomy
2.2analyzetherelationshipbetweensatisfyingconsumersandmakingaprofit
2.3identifythecomponentsofthemarketingmixe.g.,fourPs:product,price,
promotion,place,twoCs:consumers,competition
2.4researchdecisionsmadeineachcomponentofthemarketingmix
2.5describethefocusmarketingtakesfordifferenttypesofbusinessesincluding:
2.5.1manufacturersproductandservicedevelopment
2.5.2wholesalersmarketingproductsandservicestoretailersandother
businesses
2.5.3retailersmarketingtoenduser(theultimateconsumer)
2.6describetheeffectmarketingdecisionshaveonsocietye.g.,environmental
concerns,culturalissues
2.7differentiatebetweenmarketingandretailmerchandising

3.identifyandanalyzeretailmerchandisingstrategiesusedinthemarketplacetoday
3.1analyzetheroleoftechnologyintheevolutionofretailingincluding:
3.1.1electronicbankinge.g.,debitandcreditcards
3.1.2homeshopping
3.1.3scanners/universalproductcodes
3.1.4improvedproductquality
3.1.5justintimedelivery
3.2analyzeandshowexamplesofproductmerchandisingstrategiesusedtoincrease
salesincluding:
3.2.1scrambledmerchandising
3.2.2narrowingtheproductline

3.2.3samplingandproductdemonstrations
3.2.4shelfpositioninge.g.,eyelevel
3.2.5packaginge.g.,name,colour,size,pictures
3.2.6brandselectionandidentification
3.3analyzeandshowexamplesofpricingmerchandisingstrategiesusedtoincrease
salesincluding:
3.3.1multiplepricing
3.3.2unitpricingonshelves
3.3.3warehousepricing
3.3.4lossleaders
3.4analyzeandshowexamplesofservicemerchandisingstrategiesusedtoincrease
salesincluding:
3.4.1hoursofoperation
3.4.2franchisinge.g.,dependable,consistent
3.4.3loyaltyprogramse.g.,pointsforpurchases
3.4.4delivery,giftwrapping,installationorrepair
3.4.5satisfactionguaranteed
3.5analyzeandshowexamplesofplacemerchandisingstrategiesusedtoincrease
salesincludingthe:
3.5.1sizeofthestore
3.5.2layoutofthestoree.g.,commonlypurchaseditemsplacedaroundthe
perimeterofthestore3.5.3useofdirectlightingtoenhanceproducts
3.6analyzeandshowexamplesofpromotionalmerchandisingstrategiesusedto
increasesalesincluding:
3.6.1visualmerchandisinge.g.,windowdisplays,pointofpurchasedisplays
3.6.2postersandadvertisementsaroundthestorethatcoordinatewith
promotionalcampaignsinthemedia
3.6.3shelfcardsindicatingspecials
3.6.4packagingandlabelling

4.demonstratebasiccompetencies
4.1demonstratefundamentalskillsto:
4.1.1communicate
4.1.2manageinformation
4.1.3usenumbers
4.1.4thinkandsolveproblems
4.2demonstratepersonalmanagementskillsto:
4.2.1demonstratepositiveattitudesandbehaviours
4.2.2beresponsible
4.2.3beadaptable
4.2.4learncontinuously
4.2.5worksafely
4.3demonstrateteamworkskillsto:

4.3.1workwithothers
4.3.2participateinprojectsandtasks

5.makepersonalconnectionstotheclustercontentandprocessestoinformpossiblepathway
choices
5.1complete/updateapersonalinventorye.g.,interests,values,beliefs,resources,prior
learningandexperiences
5.2createaconnectionbetweenapersonalinventoryandoccupationalchoices

MAM2030:VISUALMERCHANDISING
Level:Intermediate
Prerequisite:None
Description:Studentsidentifydifferenttypesofvisualmerchandisinganddescribehowto
constructattentiongettingdisplaysandevaluatevisualmerchandising.
Parameters:Nospecializedequipmentorfacilities.
SupportingCourse:MAM1010:

Marketing&ManagementOutcomes:Thestudentwill:
1.identifyandexplainbasicvisualmerchandisingconcepts
1.1describewhatvisualmerchandisingisandprovideexamples,illustrationsand/or
picturesofvariousdisplays/presentations
1.2explainhowdisplays/visualpresentationscaninfluencethecustomere.g.,route
traffic,catchattention,expandwindowtheme,createapleasantstoreenvironment,
resultinquickproductidentification,enticeentryintostore,reinforcestoreimage,
supportsalespresentations
1.3describethedifferenttypesofvisualmerchandisingpresentationsandprovide
examplesforthefollowing:
1.3.1interiore.g.,opensuchasgondola,shelving,racks,ledgeorplatform
closedsuchasshowcases,shadowboxes,architecturalorbuiltupdisplays
1.3.2exteriore.g.,closed,semiclosed,open
1.3.3seasone.g.,preseason,runner,clearance
1.4demonstratehowinteriorpresentationscanbecoordinatedwithexterior
presentations
1.5describehowideasaregeneratedforvisualmerchandising
1.6listvisualpresentationideasforavarietyofeventsandthemes
1.7identifyanddescribetheelementsofdesignastheyrelatetovisualmerchandising
including:
1.7.1useoflinese.g.,vertical,horizontal,curve,diagonal
1.7.2useofshapee.g.,geometric,organic,positive,negative
1.7.3useofcoloure.g.,terminology,schemes,moods
1.7.4background

1.7.5useofthreedimensionalspace
1.7.6useofweight,sizeandtexture
1.8identifyanddescribetheprinciplesofdesignastheyrelatetovisualmerchandising
including:
1.8.1patternse.g.,interface,stairstep,gradation,pyramid,zigzag,repetition,
radiation
1.8.2formalandinformalbalance
1.8.3harmonyandcontrast
1.8.4rhythm
1.8.5proportion
1.8.6emphasis
1.8.7unity

2.createacollectionofvisualmerchandisingideasforacalendaryear

3.designandconstructavisualmerchandisingpresentation
3.1applybasicguidelineswhencreatingvisualpresentationsincluding:
3.1.1usetheKeepitSimpleconcept
3.1.2keepthecustomersviewpointinmind
3.1.3uselightingtoenhancethedisplay
3.1.4usepropstoenhancethemerchandiseandtheme
3.2applythestepsinplanningavisualpresentationincluding:
3.2.1identifytheobjective
3.2.2selectthetheme,merchandiseandlocation
3.2.3computethecostofconstructingthepresentation
3.2.4assemblethesuppliesandmaterialsneeded
3.2.5preparethedisplayarea,merchandiseandprops
3.2.6constructthevisualpresentation
3.2.7maintainthedisplay

4.evaluatevariousformsofvisualmerchandising
4.1evaluatetheeffectivenessofthevisualpresentationaccordingto:
4.1.1location
4.1.2design
4.1.3theme
4.1.4impactandappeal
4.2recommendpossiblechangestotheprocessofcreatingthepresentationandtothe
displayitself

5.demonstratebasiccompetencies
5.1demonstratefundamentalskillsto:
5.1.1communicate
5.1.2manageinformation

5.1.3usenumbers
5.1.4thinkandsolveproblems
5.2demonstratepersonalmanagementskillsto:
5.2.1demonstratepositiveattitudesandbehaviours
5.2.2beresponsible
5.2.3beadaptable
5.2.4learncontinuously
5.2.5worksafely
5.3demonstrateteamworkskillsto:
5.3.1workwithothers
5.3.2participateinprojectsandtasks

6.identifypossibleliferolesrelatedtotheskillsandcontentofthiscluster
6.1recognizeandthenanalyzetheopportunitiesandbarriersintheimmediate
environment
6.2identifypotentialresourcestominimizebarriersandmaximizeopportunities

MAM2090:PROMOTIONPRINTADVERTISING
Level:IntermediatePrerequisite:None
Description:Studentsareintroducedtocommunicationchannels,deliverystrategiesand
advertisingmediathatcanbeusedtoinformpotentialcustomersaboutproductsandservices
availableinthemarketplace.
Parameters:Accesstoacomputerworkstation,withgraphicssoftware,isrecommendedfor
printadvertising.
SupportingCourses:COM1020:Media&YouMAM1010:Marketing&Management

Outcomes:Thestudentwill:
1.describeprinciplesinvolvedintheadvertisingprocessandapplytheseprinciplesto
printmedia
1.1explainwhatadvertisingisandwhatpurposeitserves
1.2differentiatebetweenpublicityandadvertising
1.3describethevariouscriticisms,controversies,lawsandethicsregarding
advertising
2.evaluateprintadvertisements
2.1provideexamplesthatillustrateavarietyoftargetmarketsforthefollowing
typesofadvertisementse.g.,consumerproducts,consumerservices,business
products,businessservices,advocacy(institutional)advertising
2.2describeavarietyofobjectivesthatmarketersusewhendeveloping
advertisingcampaigns

2.3providespecificexamplesofgeographicalpromotionalstrategiese.g.,local,
regional,national,international
2.4identifyandprovideexamplesofvariousprintandbroadcastmediaand
describetheadvantagesanddisadvantagesofeach
2.5identifyandanalyzecomponentsofaprintadvertisemente.g.,borders,
headline(s),illustrationsorgraphics,copy,logo(signature)
2.6comparecostsinrelationtoreturnoninvestmente.g.,audienceversuscost
ofcreating/producingandplacingadvertisement

3.designandcreateaneffectiveprintadvertisement
3.1explainthestepsinplanningaprintadvertisementincluding:
3.1.1determinetheformofprintmediae.g.,billboard,flyer,poster
3.1.2statetheobjective
3.1.3definethetargetaudience
3.1.4selectthebuyingmotivee.g.,useoftheUniqueSellingProposition
(USP)
3.2demonstratetheuseofeffectivelayoutarrangementssuchas:
3.2.1useofborders
3.2.2useofwhitespace
3.2.3useofdifferentfonts
3.2.4placementofthevariouscomponents
3.3presentandevaluateownprintadvertisementtoteacherand/orpeers
3.4createandpresentaportfolioofworkcompletedinthiscourseoraddthis
worktoanexistingportfolio
4.demonstratebasiccompetencies
4.1demonstratefundamentalskillsto:
4.1.1communicate
4.1.2manageinformation
4.1.3usenumbers
4.1.4thinkandsolveproblems
4.2demonstratepersonalmanagementskillsto:
4.2.1demonstratepositiveattitudesandbehaviours
4.2.2beresponsible
4.2.3beadaptable
4.2.4learncontinuously
4.2.5worksafely
4.3demonstrateteamworkskillsto:
4.3.1workwithothers
4.3.2participateinprojectsandtasks
5.identifypossibleliferolesrelatedtotheskillsandcontentofthiscluster
5.1recognizeandthenanalyzetheopportunitiesandbarriersintheimmediate
environment
5.2identifypotentialresourcestominimizebarriersandmaximizeopportunities