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Brand Audit & Competitive Analysis

BMKT 316
Closed
Capilano University
Capilano University
Vancouver, British Columbia, Canada
Robert Thomson
Instructor
(1)
3
Timeline
  • January 17, 2019
    Experience start
  • January 19, 2019
    Project Scope Meeting
  • March 1, 2019
    Midway Check In, best if client is able to come to class, consumable goods products work well
  • March 29, 2019
    Experience end
Experience
1/1 project matches
Dates set by experience
Preferred companies
Anywhere
Any company type
Any industries

Experience scope

Categories
Market research Marketing strategy
Skills
competitive analysis brand management marketing strategy research
Student goals and capabilities

A class of student-researchers working in groups will analyze the competitive landscape of your brand to develop strategic recommendations for success in your market.

Students

Students
Undergraduate
Any level
35 students
Project
20 hours per student
Students self-assign
Teams of 4
Expected outcomes and deliverables

Final deliverables from each group include:

  • A 15-minute presentation.
  • A 12-page report on research, findings, and data-driven recommendations.

The presentation and report can include, but are not limited to:

  • An internal assessment of your organization.
  • Brand history and summary documentation.
  • External research and analysis.
  • Internal assessment and analysis.
  • Marketing mix recommendations.
  • Brand exploratory for consumer insights .
Project timeline
  • January 17, 2019
    Experience start
  • January 19, 2019
    Project Scope Meeting
  • March 1, 2019
    Midway Check In, best if client is able to come to class, consumable goods products work well
  • March 29, 2019
    Experience end

Project Examples

Requirements

Beginning this September, a class of student-researchers working in groups will spend over 700 collective hours studying and analyzing your organization and your competitor's brands.

Based on their findings, groups will provide data-driven recommendations on opportunities and threats to your brand. These findings and recommendations can help you avoid making costly and ineffective marketing decisions and improve your brand trajectory.

The students will conduct a full brand audit, which will provide insights on the following:

  • What defines your organization's brand.
  • The core proposition of your brand.
  • The current outlook of your brand.
  • Opportunities and threats to your brand.
  • Strategic and tactical recommendations to create and maintain your brand.

Additional company criteria

Companies must answer the following questions to submit a match request to this experience:
  • question

    Be available over the duration of the project to address studentย’s questions or provide additional information.

  • question

    Minimum of 2-4 interactions with the students in-person or remotely (approximately 4-6 hours over the duration of the project).

  • question

    Be available for a quick phone call with the instructor to initiate your relationship and confirm your scope is an appropriate fit for the course.

    •