Lifelong Learning for a Brighter World

Ngoc Nguyen, McMaster University Continuing Education Marketing graduate Ngoc Nguyen, McMaster University Continuing Education Marketing graduate


There's marketing in everything.

Fast track to earn your diploma in 12 months!
*Not applicable for Digital Marketing concentration

MKT 101 - Marketing Plans & Implementation C21

Academic Credit Value:
3 units
Course Delivery Mode:
Hours of Study:
39 hours
Course Prerequisite(s):
Intro to Marketing MKT 819
Course Anti-requisite(s):
Instructor Name:
Anuraj Bajwa
Course Dates:
05/06/2019 - 07/28/2019

Required Course Materials:
Marketing Planning. Sorger, Stephan. 1st Edition. 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:

Develop a marketing communications plan
Develop and present a complete marketing plan
Identify target audiences
Differentiate between positioning, objectives, strategies, and tactics
Analyze the internal and external environments
Think in a structured manner when facing a marketing problem
Translate marketing strategy to actionable marketing tactics using smart budgets
Course Evaluation

The final grade is calculated based on the following components:

Online Discussions (4)                     10%
Assignment #1                                  20%
Assignment #2                                  25%
Assignment #3                                  25%
Homework Assignment 1                 5%
Homework Assignment 2                 5%
Quizzes (3)                                          10%
Total:                                                   100%
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.).

This course emphasizes student participation through weekly online discussion boards.  It is expected that students will read the assigned chapters per the weekly requirements.
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 accommodations must contact the Student Accessibility Centre (SAS) to meet with an appropriate Disability Services Coordinator. To contact SAS, phone 905-525-9140 ext. 28652, or email For further information, consult McMaster University’s Policy for Academic Accommodation for Students with Disabilities.
On-line Elements:
In this course, we will be using on-line elements, which may include email, Avenue to Learn, WebEX, and external web sites.  Students should be aware that, when they access the electronic components of this course, private information such as first and last names, user names for the McMaster e-mail accounts, and program affiliation may become apparent to all other students in the same course. The available information is dependent on the technology used. Continuation in this course will be deemed consent to this disclosure. If you have any questions or concerns about such disclosure please discuss this with the course instructor.
Course Changes:
The instructor reserves the right to modify elements of the course and will notify students accordingly.
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:




What’s Due?


The Planning Process:

Marketing Plan, Advantages of effective planning, Marketing Planning process and Marketing Plan outline

Chapter 1

Pg. 2-13

Discussion #1



Organizational Mission and Competitive Advantage, Setting Objectives, Practical Planning

Chapter 2

Pg. 14-23

Quiz #1


Market Overview:

Market Description and Sizing, Market Trends and Forces

Chapter 3

Pg. 24-41

Discussion #2


Market Segments:

Market Segmentation, Market Research, Targeting, and Positioning

Chapter 4

Pg. 42-79

Assignment #1


Competitive Landscape:

Competitive Framework, Competitor Research and Identification

Chapter 5

Pg. 80-103

Homework Assignment #1



Market Opportunities and Strategy

Chapter 6

Pg. 104-129

Quiz #2


Products and Services:

Product and Service Tactics, Differentiation

Chapter 7

Pg. 130-157

Homework Assignment #2



Pricing Tactics, Pricing Objectives Pricing Approaches

Chapter 8

Pg. 158-181

Discussion #3



Distribution Intensity, Distribution Channel Levels, Logistics

Chapter 9

Pg. 182-201

Discussion #4



Promotion Tactics, Integrated Marketing Communications, Promotion Vehicles

Chapter 10

Pg. 202-243

Assignment #2



Break-even Point, Pro Forma Income Statement, Capital Budgeting Analysis and Marketing Budgets

Chapter 11

Pg. 244-261

Quiz #3



Project Schedules, Contingency Plans, Project Presentation

Chapter 12

Pg. 262-277





Assignment #3