MKT 1143

Marketing Essentials
Fall 2023 - Semester

Group Activities

Instructor: Bassem Demachkie

Contact: bassem.demachkie@cestarcollege.com

Value: 20.0/100.0 points

Due Date: as per Evaluation Timetable

Primary sources: Course material

Secondary sources: As determined appropriate by the students.

1. Instructions
This document contains instructions for 10 group activities (each activity is for 2%) which form a
comprehensive project in which you are a Marketing Department of a Canadian company (or a
multinational company that has operations in Canada).
You need to develop a marketing strategy and a Marketing Plan for introducing a new product
(not in the current portfolio or in the company innovation pipeline) to the market to
increase overall sales of your company.
Based on the material covered in class, the textbook as well on other sources please develop
the marketing plan following the sections below.

The 10 activities are:

1. Choose a Canadian company (or a multinational company that has operations in

Canada) and provide a brief description, background, current product portfolio and
Marketing Strategy of the company (Segmenting, Targeting & Positioning)
2. Description of the new product and why you’re suggesting the introduction of this
product (Discuss the Business opportunity)
3. Provide Marketing Objective and describe the Target Market of the new product
4. Prepare the Positioning Strategy of the new product
5. Conduct a Situation Analysis and a SWOT Analysis for the new product
6. Complete the Product Part of Marketing Plan

© 2023 LAMBTON COLLEGE IN TORONTO

 MKT 1143
Marketing Essentials
Fall 2023 - Semester

7. Describe the brand of your new product and discuss the choice of your branding
strategy
8. Complete the Price Part of Marketing Plan
9. Complete the Place Part of Marketing Plan
10. Complete the Promotion Part of Marketing Plan

2. Formatting and submission information

The report part of this assignment will be submitted in a Word document of no more than 15
pages.

Delivery of the Content

a) This assignment is to be completed in groups.

b) The assignment must include the

i. Student names and ID’s
ii. Name of the Assignment
iii. References [APA style]

c) Students are reminded to format their assignment template with a cover page, page
numbering, and header including program title, course title, student names, and submission
date.

d) Assignments will be reviewed based on an 80/20 scheme: 20% could be reduced due to
flaws in composition/editing/spelling/grammar/missing APA/etc.

e) The assignment must be original and written by the students. Plagiarism and/or cheating
offenses will be reported as per policies and procedures in place.

f) It is expected that students review their assignments for spelling, grammar, and punctuation
before submission the file for marking. Upon review of the assignments, the instructor will
determine whether deficiencies in the assignment will justify not applying the full mark.
Examples of deficiencies are: not following the assignment format guidelines, spelling
errors, lack of punctuation or incorrect punctuation, grammar, applicable references not
listed properly or other forms of plagiarism.

© 2023 LAMBTON COLLEGE IN TORONTO

 MKT 1143
Marketing Essentials
Fall 2023 - Semester

3. Tips for a Successful Assignment

A. Planning

i) Ensure that you are clear about the instructions and expectations for the assignment.

ii) Ensure you understand the concepts focused by the assignment (and provided in the
course materials).

iii) Before you start composing your assignment, you may want to prepare an outline
mapping out all the information you collected and how it fits in the assignment topics
(and structure) you must cover.

B. Pacing the work

i) Estimate how much time you plan to allocate to planning, drafting, and revising your
assignment.

ii) In the planning phase, you may want to have a time interval between collecting and
triaging information. This will ensure you will not rush in using information that may
not be useful, or using it solely due to time constraints as opposed to the worth of its
content.

C. Organising your assignment

In addition to following the instructions, please ensure to spell check your assignment,
check format, and the final visual appearance of your document.

D. Formative feedback before submission

Please discuss with your instructor the option to submit your assignment in draft for
formative feedback before final submission for marking.

© 2023 LAMBTON COLLEGE IN TORONTO

 MKT 1143
Marketing Essentials
Fall 2023 - Semester

4. Policies

Referencing – For referencing and/or citations, please use APA guidelines found at
https://owl.english.purdue.edu/owl/resource/560/01/. Verbal citations must be referenced and
documented in separate pages as Appendixes embedding interview scripts.

Plagiarism and Cheating – Plagiarism and/or cheating offenses will be reported as per policies
and procedures in place. Any evidence of cheating/academic offense will result in having the
assignment rejected and a mark of zero, as well as the offense documented by the instructor
with the administration.

Late assignments/assignments not submitted/Make ups – Please refer to the “Late Missed
Tests and Assignments Policy.” Requests for extension of deadlines must be discussed with
instructor. There is no expected commitment that an extension will be granted automatically.
Approval of extensions is at the discretion of the instructor. Assignments not submitted will
result in a zero mark.

© 2023 LAMBTON COLLEGE IN TORONTO

 MKT 1143
Marketing Essentials
Fall 2023 - Semester

5. Grade Rubric

Rubric Item Max Marks Marks Awarded

Group Activity 1 100

Group Activity 2 100

Group Activity 3 100

Group Activity 4 100

Group Activity 5 100

Group Activity 6 100

Group Activity 7 100

Group Activity 8 100

Group Activity 9 100

Group Activity 10 100

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