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MKT 101 - Marketing Plans & Implementation C21

Academic Credit Value:
3 units
Course Delivery Mode:
Hours of Study:
39 hours
Course Prerequisite(s):
Course Anti-requisite(s):
Instructor Name:
Chris Rotolo
Course Dates:
01/11/2021 - 04/04/2021

Required Course Materials:
Sorger, S. (2012). Marketing Planning: Where Strategy Meets Action. Boston, MA: Pearson.
Optional Course Materials:
Course Description:
A company’s Marketing Plan is a document that outlines the overall marketing strategy, specific actions to be undertaken and the logic underlying the recommendations. As such, it is the culmination of a detailed analysis of the company’s marketing situation and is a vital resource in a competitive market. An effective Marketing Plan is often an outcome of a team effort and not only focuses on the appropriate marketing strategy for the company, but is also sensitive to the implementation challenge given time and resource constraints. At the same time, the effectiveness of any Marketing Plan is often a function of how convincingly the plan has been presented to the stakeholders.

This course builds on the introductory marketing course and will teach the basics of creating and communicating effective Marketing Plans by covering different aspects of such a plan like high level strategy, customer profiling, market analysis, tactics, growth strategies, and implementation. The course takes a tools based approach to the development of the Marketing Plan. An emphasis is also placed upon digital marketing techniques such as SEO, social media strategy, email, and content strategy. The primary focus of the course has the students working in teams on a Marketing Plan for Tim Hortons.  The course finishes with the presentation of the Marketing Plan created by the team. In addition to this practical experience there will be a combination of lectures, discussions, presentations, and other learning techniques.
Learning Outcomes:

Upon completion of this course, students will:

1. Develop a marketing communications plan
2. Develop and present a complete marketing plan
3. Research and present recommendations relating to the development of a new product or service.
4. Identify target audiences
5. Differentiate between positioning, objectives, strategies, and tactics
6. Analyze the internal and external environments
7. Think in a structured manner when facing a marketing problem
8. Translate marketing strategy to actionable marketing tactics using smart budgets
Course Evaluation

The final grade is calculated based on the following components:

Quizzes 15% (3 x 5% each)
Discussions 15% (3 x 5% each)
Assignment 1          15%
SWOT Analysis     5%

Experiential Learning Group Project 50%
--Group Contract 5%
--Project Plan 5%
--Draft Report 15%
--Final Report 25%

Course Format:
This course is designed to present the fundamental concepts and theories in marketing and promote the application to the workplace and professional practice. Course activities will include instructor presentations, required readings and experiential learning activities (i.e. case studies, group discussions, projects, etc.).
Assignment Submission:
Course assignments are submitted to the appropriate A2L Assignment folder by the specified due date
Late Coursework:
Late assignments will be subject to a 2% per day late penalty (includes weekends and holidays) for up to seven (7) days. After this date, no assignments will be accepted and a grade of zero (0) will be applied.  Extensions for course work must be approved by the instructor before the due date (see Academic Regulations below), and will be granted for illness or emergencies only. Students may be asked to submit supporting documentation for an extension request. 

Policy & Procedures:

Academic Regulations (Attendance, Coursework, Tests/Exams):
In accordance to McMaster University’s General Academic Regulations, “it is imperative that students make every effort to meet the originally scheduled course requirements and it is a student’s responsibility to write examinations as scheduled.” Therefore, all students are expected to attend and complete the specific course requirements (i.e. attendance, assignments, and tests/exams) listed in the course outline on or by the date specified. Students who need to arrange for coursework accommodation, as a result of medical, personal or family reasons, must contact the course instructor within 48 hours of the originally scheduled due date. It is the student’s responsibility to contact the Program Manager to discuss accommodations and procedures related to deferred tests and/or examinations within 48 hours of the originally scheduled test/exam, as per policy. Failure to contact the course instructor, in the case of missed coursework, or the Program Manager, in the case of a missed test/examination, within the specified 48-hour window will result in a grade of zero (0) on the coursework/exam and no further consideration will be granted.

*Note: Supporting documentation will be required but will not ensure approval of accommodation(s).
Academic Integrity

You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity. Academic dishonesty is to knowingly act or fail to act in a way that results or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: “Grade of F assigned for academic dishonesty”), and/or suspension or expulsion from the university.

It is your responsibility to understand what constitutes academic dishonesty. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at

The following illustrates only three forms of academic dishonesty:

  1. Plagiarism, e.g. the submission of work that is not one’s own or for which other credit has been obtained.
  2. Improper collaboration in-group work.
  3. Copying or using unauthorized aids in tests and examinations.
Academic Accommodations:


Students with disabilities who require academic accommodation must contact Student Accessibility Services (SAS) at 905-525-9140 ext. 28652 or  to make arrangements with a Program Coordinator. For further information, consult McMaster University’s Academic Accommodation of Students with Disabilities policy. 

Academic Accommodation for Religious, Indigenous or Spiritual Observances (RISO)

Students requiring academic accommodation based on religious, indigenous or spiritual observances should follow the procedures set out in the RISO policy. Students will need to contact their instructors as soon as possible to make alternative arrangements for classes, assignments, and other coursework. It is the student’s responsibility to contact McMaster Continuing Education to discuss accommodations related to examinations. (if applicable)

On-line Elements:

Conduct Expectations:

As a McMaster student, you have the right to experience, and the responsibility to demonstrate, respectful and dignified interactions within all of our living, learning and working communities. These expectations are described in the Code of Student Rights & Responsibilities (the “Code”). All students share the responsibility of maintaining a positive environment for the academic and personal growth of all McMaster community members, whether in-person or online.

It is essential that students be mindful of their interactions online, as the Code remains in effect in virtual learning environments. The Code applies to any interactions that adversely affect, disrupt, or interfere with reasonable participation in University activities. Student disruptions or behaviours that interfere with university functions on online platforms (e.g. use of Avenue 2 Learn, WebEx or Zoom for delivery), will be taken very seriously and will be investigated. Outcomes may include restriction or removal of the involved students’ access to these platforms.

Copyright and Recording:

Students are advised that lectures, demonstrations, performances, and any other course material provided by an instructor include copyright protected works. The Copyright Act and copyright law protect every original literary, dramatic, musical and artistic work, including lectures by University instructors.

The recording of lectures, tutorials, or other methods of instruction may occur during a course. Recording may be done by either the instructor for the purpose of authorized distribution, or by a student for the purpose of personal study. Students who wish to record sessions need to acquire permission from the instructor. Students should be aware that their voice and/or image may be recorded by others during the class. Please speak with the instructor if this is a concern for you.
In this course, we will be using a web-based service ( to reveal plagiarism. Students will be expected to submit their work electronically to and in hard copy so that it can be checked for academic dishonesty. Students who do not wish to submit their work to must still submit a copy to the instructor. No penalty will be assigned to a student who does not submit work to All submitted work is subject to normal verification that standards of academic integrity have been upheld (e.g., on-line search, etc.). To see the Policy, please go to McMaster Academic Integrity Policy.
Course Changes:

The instructor reserves the right to modify elements of the course and will notify students accordingly.

Extreme Circumstances:

The University reserves the right to change the dates and deadlines for any or all courses in extreme circumstances (e.g., severe weather, labour disruptions, etc.). Changes will be communicated through regular McMaster communication channels, such as McMaster Daily News, A2L and/or McMaster email.

Course Withdrawal Policy:

Policies related to dropping a course and course withdrawals are posted to the Centre for Continuing Education’s program webpage, FAQs & Policies (

Storm Closure Policy:
In the event of inclement weather, the Centre for Continuing Education will abide by the University’s Storm Closure Policy:, and will only close if the University is closed.  All in-class courses, exams and room bookings by internal and external clients will be cancelled if the Centre for Continuing Education is closed.  On-line courses will take place as scheduled.
Grading Scale:


Equivalent Grade Point

Equivalent Percentages








































Course Schedule:

Topic & Readings

Assignments/Graded Components

Module 1 – The Marketing Planning Process

Discussion (5%)

Module 2 – Setting Objectives

Quiz (5%)

Module 3 – Market Overview

Discussions (5%)

Module 4 – Market Segments

Experiential Learning Project—Group Contract (5%)

Module 5 – Competitive Framework

Assignment 1 (15%)

Module 6 – Strategy

Experiential Learning Project—Project Plan (5%)

Module 7 – Products an Services

SWOT Analysis (5%)

Module 8 – Pricing

Experiential Learning Project—Draft Report (15%)

Module 9 – Distribution

Discussion (5%)

Module 10 – Promotion

Quiz (5%)

Module 11 – Finance

Quiz (5%)

Module 12 - Implementation

Experiential Learning Project—Final Report (25%)