Students analyze marketing problems and develop solutions to real-world situations. This course provides students with more advanced marketing theory, builds on some of what they already know, and provides an opportunity for them to apply their knowledge to a real client such as your own organization. Much of the focus of this course is on marketing planning, Past clients have received either a marketing plan or an output which addresses a marketing requirement, such as a marketing communications plan. We generally work with clients that have been in business for at least a few years, have gone through early growth and now want to expand their markets or improve their revenues. Clients' annual revenues are generally material - in excess of $0.5- 1 million, sometimes materially more. Past client projects have involved issues such as market penetration, awareness, US market entry, Canadian and/or US market development, customer attraction, and customer retention.

To be decided between the educator and interested employers. A Terms of Reference (ToR) will be developed collaboratively and students will deliver to this requirement with a presentation and report towards the end of the semester. The client will meet with student teams online or in-class twice before the delivery of each group's final presentation. There will be about 2-3 groups of approximately 4-5 students working on the project so the client will receive at least 2 presentations to address the ToR.